The new advertising law will be implemented from September 1, 2015. The core of its implementation is to combat the release of false advertising. Nearly half of the 13 forbidden provisions have been reported to be related with health and medical care. What’s more, the 7th, 8th and 11th provision have made clear regulations about the spokesperson, language and audiences that heathcare, pharmaceutical and medical devices advertising should use.

In addition, according to relevant reports, in the first half of 2015, the advertising industry was on a 5.9% decline. For the first time China's traditional advertising industry declined, among which TV advertising fell more than 10%, newspaper fell 34% and radio 14.4%. In addition, the "new advertising law" is to be implemented, traditional media advertising will show a shrinking trend. For healthcare industry, publicity and advertising in the future will not be limited to traditional medias, we need to find more approprate and precise ways of publicity.

At the same time, it can also be seen that along with the continuous development of new technologies, all kinds of portable information exchange platform and media applications are all over people's lives and the media era has arrived. The use of new medias has made more accurate industry platforms for publicity and promotion. Healthcare industry is seeking to change their ways and find a way to make their publicity more optimized.