On September 12, 2008, the State Administration of Traditional Chinese Medicine held a press conference on “Strengthening the Construction and Management of Chinese Medicine Hospitals”, requiring all parts of the country to standardize the names of Chinese medicine hospitals. The State Administration of Traditional Chinese Medicine stressed that TCM hospitals should not use names containing the words “difficult disease”, “special treatment”, “expert”, “famous doctor “”Ancestral” or similar meaning of the name of the text and other publicity or implied treatment effect of the name; to “Center”, “National Medical Hall”, etc. as the name of the clinical department, should have a certain scale and social impact, and should be approved by the provincial Chinese medicine management department. Seeing this news, I can’t help but scream in my heart. Many people seem to think that the introduction of such a regulation will be a constraint on the development of traditional Chinese medicine in the motherland, but it is not. In this regulation issued by the state, not to deny the clinical efficacy of Chinese medicine, but actually to guide the healthy development of the Chinese medicine industry through the regulation of the industry. Over the years, I have seen many fraudsters who use the name of “Chinese medicine” to cheat people out of their money – even a former member of the Chinese medicine profession I know said with sadness: “Pseudo-Chinese medicine I have seen many such frauds – even a former member of the Chinese medicine profession I know could not help but say with sadness that “pseudo-Chinese doctors” are running amok and are causing great harm. The actions of these “pseudo-Chinese medicine” frauds are a disservice to innocent patients and to regular Chinese medicine practitioners. Why is it important to standardize the names of TCM hospitals? The Chinese attach great importance to naming hospitals, and so do they, because many patients come to see a hospital by its “name”. In fact, over the years, in private hospitals of all sizes that have blossomed across the country, many of them have used names containing “difficult disease”, “specialist”, “expert”, “famous doctor”, “expert”, “expert”, “expert”, “expert”, “expert”, “expert”, “expert”, “expert”. “famous doctor”, “ancestral” or similar meaning words of the name. Such clever naming methods obviously mislead the general patient population. Because of the names of these hospitals, patients who see the hospital names unconsciously receive a psychological implication – this hospital is very effective in treatment. The medical services provided by medical institutions are different from other general consumer goods, and there is a set of professional criteria for judging their efficacy in the professional field, not like general advertisements that can “sell themselves”. More importantly, such misinformation can easily damage the vital interests of the majority of patients. Because the general consumer goods advertising exaggeration, at best, only let the consumer money damage, but the medical effect of deliberate exaggeration, damage may also be the patient’s health and even valuable life! Therefore, in developed countries with relatively well-developed systems, there are extremely strict rules for medical institutions to advertise in “unbiased” terms and use relatively “neutral” words. For example, the name of a hospital can be identified as “**Urological Specialized Hospital”, but if it is named “**Urological Difficulties Hospital”, the latter is obviously deliberately misleading, so that people have the preconception that the hospital is very high level. The latter is obviously misleading and makes the people think that this hospital is of high standard. In my clinical experience, I have seen many patients who have turned to seek medical help, and a significant number of them have lost out on the “name” of the hospital “on top of the meaning of the text”. And many unscrupulous “hospital clinics” is to see the patient’s anxiety to seek medical help, recklessly exaggerate or even create their own treatment effect. I remember when I was a medical student, faced with some of the medical advertisements that now look like pure fantasy in retrospect, I also had to believe it at that time – imagine, the general public will be more likely to be deceived. This shows that the unscrupulous medical propaganda that exploits the psychological weaknesses of human beings is a deep disaster. As a doctor, I feel most deeply that the most common psychological weakness of patients is that, in the face of disease, they feel that their future is full of uncertainty about their health and even their lives, and they do not know how to grasp their destiny as they did when they were healthy. When they find themselves in the midst of a disease, the first reaction of patients is often to feel “helpless”, and seeking medical help is an effort to “seek professional help”. Like a lone boat floating in the middle of the ocean, the patient’s subconscious mind always tends to need a “firm promise” from the doctor. And one of the weaknesses of human nature is precisely the pursuit of some “absolute certainty”. This is often manifested in the patient’s preference for good words and resistance to bad ones. I found a very interesting status quo is: many of those who have a large number of hard-core fans of patients of the Jianghu “doctor”, highly sought after by the mystery, precisely because they have one thing in common – love to patients pat on the chest to guarantee. The regular hospital doctors out of professionalism and conscience, on the contrary, are generally not easy to patients to write a “100%” blank check, because educated and conscientious doctors are clear: medical treatment is a field full of uncertainty, no matter how good a treatment, but also impossible to achieve a 100% cure rate. Unfortunately, in reality, those “100 percent” “doctors” who love to pack a punch are full of “immediate results” and “no side effects The “100%” “doctor” is full of “instant results” and “no side effects” and so on, but undoubtedly more compelling and more sought after by the general public. In fact, from a psychological point of view, this phenomenon is fully in line with the psychological tendency of people “like to hear good things and resist listening to bad things”. For the average individual patient, any specific treatment plan is a matter for later, a “100% cure” of a firm promise is the immediate “pill”. It is the subconscious pursuit of “100%” certainty in the medical mentality of the patients that the charlatan “doctors” like to boast to win the trust of patients. Therefore, I advise the majority of medical practitioners: when you are faced with a “100 percent” of the pompous doctor, you should keep enough vigilance in your heart. It is likely that behind the pompous remarks, there is a base of uneducation and financial harm.