Enter the bathtub and bury the "Earth"... Recently, a "living buried health project" called enzyme bath has been frequently recommended on several short video platforms and widely sought after by netizens. Some anchor said that he would feel hot after being "buried". Another anchor said that taking an enzyme bath for 10 minutes is equivalent to exercising for two hours, which can "lie thin". Some anchor even said that this kind of enzyme bath can "detoxify" and "cure diseases". Medical experts said that the claim that enzyme bath can cure diseases is not tenable. At present, some enzyme bath operators have been punished by relevant departments for publishing enzyme bath advertisements involving disease treatment functions. (Beijing Youth Daily, November 7) At present, more and more people are willing to spend money on health care, but they can't always buy health care services like foot bath, sauna, massage and so on. Innovative health care projects can not only bring freshness, but also expand the connotation of health care people and improve the role of health care. In recent years, some new health preservation projects on the market, such as unique medicine bath fumigation, water culture, sand bath, etc., are quite attractive. There is no lack of "big hand" in the innovation of health care projects. For example, the National Health Commission and other departments jointly issued the opinions on promoting the development of forest health care industry in 1019 to encourage the organic integration of forest ecological resources, landscape resources, food and drug resources and cultural resources with medicine and health preservation, which encourages the innovation of health preservation projects from a more macro level. Health care has become a blue ocean of development. Not only do social health care institutions devote themselves to innovation, but also many places are promoting health care economy and expanding health care market cake. It should also be noted that health preservation and medical treatment are "close relatives", and the two are very easy to confuse and even fish in troubled waters. Therefore, while encouraging innovation, we need to be extra careful about the marketing of health care innovation projects in the name of medical treatment. In this regard, there is no lack of profound lessons in society. Whether it is "sweat steaming" for cancer treatment, or stopping eating and treating diseases, drinking wind to lose weight, these health care traps that have appeared in the past are both under the shadow of "innovation" and under the guise of treatment. In the "living buried health care project", regardless of whether it is effective or not, it has crossed the red line only in terms of promoting "lying thin" and "curable". Health preservation is the pre means to prevent diseases and promote health, and is the "avant-garde" to promote health. If the health project forgets its own positioning, wipes the oil of medical treatment in publicity and does medical things offside in action, it will not only cause customers to suffer multiple losses, but also lead the development and expansion of health project astray. If the enzyme bath is bent on climbing the medical "close relatives" and copying the "shortcut" to make money, it is doomed to go not far. It will be eliminated by the market sooner or later. The health care institution should make a rational choice conducive to long-term development and be an operator who abides by its duty and treats guests with integrity. In addition to the health care institutions to abide by themselves, health care and medical treatment also need to draw a clearer red line, so that operators can see the boundary clearly, and customers can understand where the risks are and how to protect their rights. Whether the enzyme bath is effective should be evaluated by a professional team and tested by time. Before that, the health care institutions should not exaggerate publicity and cross-border services. Various supervision forces should go deep into every detail of the project and intervene in exceptional behaviors as soon as possible, so as to avoid new chaos caused by new health care projects without hurting the enthusiasm for innovation. (outlook new era)
Edit：Yuanqi Tang Responsible editor：Xiao Yu
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