魏则西之死:百度广告竞价和莆田系引争议

<h1><br /><img src="http://ichef-1.bbci.co.uk/news/ws/660/amz/worldservice/live/assets/images/2016/05/02/160502063453_baidu_976x782_reuters_nocredit.jpg" width="976" height="782" data-highest-encountered-width="660" style="font-family: inherit; font-size: 14px; font-style: inherit; font-weight: inherit; letter-spacing: inherit; line-height: inherit; color: #bdbdbd; margin: 0px; padding: 0px; vertical-align: baseline; height: auto; max-width: 100%; -webkit-user-select: none; width: 645.781px; display: block; background-color: #111111;" alt="" /></h1><div property="articleBody" style="border: 0px; color: #404040; font-family: Helvetica, Arial, STHeiti, 华文黑体, \’Microsoft YaHei\’, 微软雅黑, SimSun, 宋体, \’WenQuanYi Micro Hei\’, sans-serif; font-size: 14px; line-height: 14.5455px; margin: 0px 53.7642px 0px auto; padding: 0px; vertical-align: baseline; background-color: #ffffff;"><figure style="border: 0px; color: inherit; font-style: inherit; font-family: inherit; font-weight: inherit; letter-spacing: inherit; line-height: inherit; margin: 32px -54.2188px 0px 0px; padding: 0px; vertical-align: baseline; clear: both; background-color: #111111;"><span style="border: 0px; color: inherit; font-style: inherit; font-family: inherit; font-size: 14px; font-weight: inherit; letter-spacing: inherit; line-height: inherit; margin: 0px; padding: 0px; vertical-align: baseline; display: block; position: relative;"><span style="border: 0px !important; color: inherit; font-style: inherit; font-family: inherit; font-size: 14px; font-weight: inherit; letter-spacing: inherit; line-height: inherit; margin: 0px; padding: 0px !important; vertical-align: baseline; clip: rect(1px 1px 1px 1px); overflow: hidden; position: absolute !important; height: 1px !important; width: 1px !important;">Image copyright</span><span style="border: 0px; color: #ececec; font-style: inherit; font-family: inherit; font-size: 0.5625rem; font-weight: inherit; letter-spacing: 0.25px; line-height: 1; margin: 0px; padding: 3px 8px 1px; vertical-align: baseline; bottom: 0px; position: absolute; right: 0px; background: rgba(0, 0, 0, 0.6);">Reuters</span></span><figcaption style="border: 0px; color: inherit; font-style: inherit; font-family: inherit; font-weight: inherit; letter-spacing: inherit; line-height: inherit; margin: 0px; padding: 16px; vertical-align: baseline; visibility: visible;"><span style="border: 0px !important; color: inherit; font-style: inherit; font-family: inherit; font-size: 14px; font-weight: inherit; letter-spacing: inherit; line-height: inherit; margin: 0px; padding: 0px !important; vertical-align: baseline; clip: rect(1px 1px 1px 1px); overflow: hidden; position: absolute !important; height: 1px !important; width: 1px !important;">Image caption</span><span style="border: 0px; color: #ececec; font-style: inherit; font-family: inherit; font-size: 0.75rem; font-weight: inherit; letter-spacing: inherit; line-height: 1.33333; margin: 0px; padding: 0px; vertical-align: baseline; display: block;">在相对封闭的社交平台微信上,已经有大量的用户转载文章呼吁&#8220;远离百度&#8221;。</span></figcaption></figure><p style="border: 0px; font-style: inherit; font-family: inherit; font-size: 1rem; font-weight: bold; letter-spacing: inherit; line-height: 1.5; margin-top: 28px; padding: 0px; vertical-align: baseline;">中国&#8220;五一&#8221;黄金周的社交网络被一名叫魏则西的大学生刷屏。他因患&#8220;滑膜肉瘤&#8221;的罕见癌症于今年4月"医治无效&#8220;去世。20天后,&#8220;魏则西事件&#8221;把中国最大搜索引擎百度的医疗竞价排名和莆田系等问题推向了舆论口。</p><p style="border: 0px; font-style: inherit; font-family: inherit; font-size: 1rem; font-weight: inherit; letter-spacing: inherit; line-height: 1.5; margin-top: 18px; padding: 0px; vertical-align: baseline;">据新华视点官方微博消息,国家互联网信息办公室发言人姜军周一(2日)表示,近日&#8220;魏则西事件&#8221;受到网民广泛关注。根据网民举报,国家网信办会同国家工商总局、国家卫生计生委成立联合调查组进驻百度公司,对此事件及互联网企业依法经营事项进行调查并依法处理。联合调查组将适时公布调查和处理结果。</p><p style="border: 0px; font-style: inherit; font-family: inherit; font-size: 1rem; font-weight: inherit; letter-spacing: inherit; line-height: 1.5; margin-top: 18px; padding: 0px; vertical-align: baseline;">这一事件的梗概是,魏则西在部队医院武警北京总队第二医院尝试了一种号称&#8220;与美国斯坦福大学合作的肿瘤生物免疫疗法&#8221;,借钱完成治疗后出现了肺部转移,随后才得知这种疗法无效。他本人于今年4月&#8220;医治无效&#8221;死亡。</p><p style="border: 0px; font-style: inherit; font-family: inherit; font-size: 1rem; font-weight: inherit; letter-spacing: inherit; line-height: 1.5; margin-top: 18px; padding: 0px; vertical-align: baseline;">目前中国国内的舆论一方面指责指向百度的竞价排名,另一方面再次开挖莆田系背景和部分医院科室外包的现象。</p><p style="border: 0px; font-style: inherit; font-family: inherit; font-size: 1rem; font-weight: inherit; letter-spacing: inherit; line-height: 1.5; margin-top: 18px; padding: 0px; vertical-align: baseline;">在中国的社交平台微博上,#魏则西百度推广事件#成为5月1号和2号高居前三的热门话题,而在相对封闭的社交平台微信上,已经有大量的用户转载文章呼吁&#8220;远离百度&#8221;。</p><h2>扑朔迷离的真相</h2><p style="border: 0px; font-style: inherit; font-family: inherit; font-size: 1rem; font-weight: inherit; letter-spacing: inherit; line-height: 1.5; margin-top: 18px; padding: 0px; vertical-align: baseline;">但事实的真相却显得扑朔迷离。对于魏则西怎样找到的医院武警北京总队第二医院,魏家说法不一。</p><p style="border: 0px; font-style: inherit; font-family: inherit; font-size: 1rem; font-weight: inherit; letter-spacing: inherit; line-height: 1.5; margin-top: 18px; padding: 0px; vertical-align: baseline;">据魏则西在中国问答网站&#8220;知乎&#8221;上的信息显示,他说通过百度搜索,发现了武警北京总队第二医院的生物免疫疗法。</p><p style="border: 0px; font-style: inherit; font-family: inherit; font-size: 1rem; font-weight: inherit; letter-spacing: inherit; line-height: 1.5; margin-top: 18px; padding: 0px; vertical-align: baseline;">据新浪新闻的消息,魏则西母亲的说法是:&#8220;则西在百度查的,说特别好,因为所有的医院都说没办法,武警二院说有办法。&#8221;</p><p style="border: 0px; font-style: inherit; font-family: inherit; font-size: 1rem; font-weight: inherit; letter-spacing: inherit; line-height: 1.5; margin-top: 18px; padding: 0px; vertical-align: baseline;">但四川日报集团旗下的封面新闻的消息,魏则西父亲的说法是魏则西听了别的医师的推荐去的武警二院。&#8220;他的确用了百度去搜这家医院,但主因不是因为百度的搜索结果,而是医生的强力推荐。&#8221;</p><p style="border: 0px; font-style: inherit; font-family: inherit; font-size: 1rem; font-weight: inherit; letter-spacing: inherit; line-height: 1.5; margin-top: 18px; padding: 0px; vertical-align: baseline;">正当舆论吵得沸沸扬扬时,魏则西的父母于周日(5月1号)通过中国的财新网发布声明,在声明中,魏则西的父母统一了口径,称&#8220;事实是,我们确实是通过百度搜索找到的医院。&#8221;</p><p style="border: 0px; font-style: inherit; font-family: inherit; font-size: 1rem; font-weight: inherit; letter-spacing: inherit; line-height: 1.5; margin-top: 18px; padding: 0px; vertical-align: baseline;">声明还说,魏则西的事得到了媒体的关注,&#8220;我们的生活也受到严重打扰。我们希望借此表态,从此我们不愿接受任何媒体的采访。&#8221;</p><h2>父母与百度</h2><p style="border: 0px; font-style: inherit; font-family: inherit; font-size: 1rem; font-weight: inherit; letter-spacing: inherit; line-height: 1.5; margin-top: 18px; padding: 0px; vertical-align: baseline;">处在舆论风口的百度,为此事迅速做出了回应。</p><p style="border: 0px; font-style: inherit; font-family: inherit; font-size: 1rem; font-weight: inherit; letter-spacing: inherit; line-height: 1.5; margin-top: 18px; padding: 0px; vertical-align: baseline;">第一次的回应是在得知魏则西死后。百度在声明中称,与则西爸爸取得了联系,致以慰问和哀悼。并称,武警北京总队第二医院是一家公立三甲医院,资质齐全。</p><p style="border: 0px; font-style: inherit; font-family: inherit; font-size: 1rem; font-weight: inherit; letter-spacing: inherit; line-height: 1.5; margin-top: 18px; padding: 0px; vertical-align: baseline;">但魏则西的父母在声明中否认了百度说与他们取得了联系的回应。</p><p style="border: 0px; font-style: inherit; font-family: inherit; font-size: 1rem; font-weight: inherit; letter-spacing: inherit; line-height: 1.5; margin-top: 18px; padding: 0px; vertical-align: baseline;">百度于周日(5月1号)再次回应称,正积极向发证单位及武警总部主管该院的相关部门递交审查申请函。</p><p style="border: 0px; font-style: inherit; font-family: inherit; font-size: 1rem; font-weight: inherit; letter-spacing: inherit; line-height: 1.5; margin-top: 18px; padding: 0px; vertical-align: baseline;">但在搞清真相,即百度在魏则西的死亡中到底扮演了怎样的角色之前,中国网民以转发&#8220;远离百度&#8221;的文章表示自己的愤怒,中国的官媒则发文责备&#8220;百度缺乏责任心&#8221;。</p><p style="border: 0px; font-style: inherit; font-family: inherit; font-size: 1rem; font-weight: inherit; letter-spacing: inherit; line-height: 1.5; margin-top: 18px; padding: 0px; vertical-align: baseline;">从5月1号晚,一篇名为&#8220;如何彻底远离百度&#8221;的文章在微信朋友圈广为传播。</p><p style="border: 0px; font-style: inherit; font-family: inherit; font-size: 1rem; font-weight: inherit; letter-spacing: inherit; line-height: 1.5; margin-top: 18px; padding: 0px; vertical-align: baseline;">中共人民日报则以&#8220;魏则西之死,拷问企业责任伦理&#8221;为题责问百度。</p><h2>百度与莆田系</h2><p style="border: 0px; font-style: inherit; font-family: inherit; font-size: 1rem; font-weight: inherit; letter-spacing: inherit; line-height: 1.5; margin-top: 18px; padding: 0px; vertical-align: baseline;">而涉及本次&#8220;魏则西事件&#8221;的主要方,武警北京总队第二医院目前为止还没有发表任何的声明。但据北京青年报记者的最新探访消息得知,该医院的生物诊疗中心已经停诊。至于原因和何时复诊工作人员表示并不知情。</p><p style="border: 0px; font-style: inherit; font-family: inherit; font-size: 1rem; font-weight: inherit; letter-spacing: inherit; line-height: 1.5; margin-top: 18px; padding: 0px; vertical-align: baseline;">当BBC中文网记者试图打开武警二院的网站查询相关信息时,该网站显示打开错误。</p><p style="border: 0px; font-style: inherit; font-family: inherit; font-size: 1rem; font-weight: inherit; letter-spacing: inherit; line-height: 1.5; margin-top: 18px; padding: 0px; vertical-align: baseline;">在魏则西死亡一事中,还暴露出部分医院科室外包的现象。</p><p style="border: 0px; font-style: inherit; font-family: inherit; font-size: 1rem; font-weight: inherit; letter-spacing: inherit; line-height: 1.5; margin-top: 18px; padding: 0px; vertical-align: baseline;">据早前多家中国媒体的报道,该医院的域名管理者是&#8220;康新公司&#8221;,该医院的肿瘤生物中心的技术合作伙伴是一家上海公司,所有人是中国福建莆田人士。</p><p style="border: 0px; font-style: inherit; font-family: inherit; font-size: 1rem; font-weight: inherit; letter-spacing: inherit; line-height: 1.5; margin-top: 18px; padding: 0px; vertical-align: baseline;">整合目前中国媒体的报道,在中国,公立医院和军队医院的部分科室&#8220;被承包&#8221;早就不是秘密,而是业内常识。</p><p style="border: 0px; font-style: inherit; font-family: inherit; font-size: 1rem; font-weight: inherit; letter-spacing: inherit; line-height: 1.5; margin-top: 18px; padding: 0px; vertical-align: baseline;">而 莆田系承包了大量的部队医院例如美容整型、牙科、性病生殖等的盈利科室。</p><p style="border: 0px; font-style: inherit; font-family: inherit; font-size: 1rem; font-weight: inherit; letter-spacing: inherit; line-height: 1.5; margin-top: 18px; padding: 0px; vertical-align: baseline;">一方面百度在医疗领域的广告竞价排位搜索结果一直深陷争议,而莆田系与百度的关系则是时好时坏。</p><p style="border: 0px; font-style: inherit; font-family: inherit; font-size: 1rem; font-weight: inherit; letter-spacing: inherit; line-height: 1.5; margin-top: 18px; padding: 0px; vertical-align: baseline;">2015年4月,莆田(中国)健康产业总会执行会长吴曦东曾接受媒体采访时称,莆田系在百度广告上的投放比例,总的来说占了莆田系医疗机构营销投入的50%以上。</p><p style="border: 0px; font-style: inherit; font-family: inherit; font-size: 1rem; font-weight: inherit; letter-spacing: inherit; line-height: 1.5; margin-top: 18px; padding: 0px; vertical-align: baseline;">据人民日报海外版旗下账号&#8220;侠客岛&#8221;的文章称,百度2013年的广告总量是260亿元,莆田系做了120亿元的广告。他们(莆田系)的广告投入的60%都给了搜索引擎。</p><p style="border: 0px; font-style: inherit; font-family: inherit; font-size: 1rem; font-weight: inherit; letter-spacing: inherit; line-height: 1.5; margin-top: 18px; padding: 0px; vertical-align: baseline;">而2015年初,百度当时宣称要&#8220;加大整治并下线违规医院&#8221;。</p><p style="border: 0px; font-style: inherit; font-family: inherit; font-size: 1rem; font-weight: inherit; letter-spacing: inherit; line-height: 1.5; margin-top: 18px; padding: 0px; vertical-align: baseline;">此后二者的论战不了了之,直到今年一月出现的&#8220;血友病贴吧事件&#8221;再次将莆田系和百度牵扯在一个舆论漩涡。</p><p style="border: 0px; font-style: inherit; font-family: inherit; font-size: 1rem; font-weight: inherit; letter-spacing: inherit; line-height: 1.5; margin-top: 18px; padding: 0px; vertical-align: baseline;">而关于部队医院外包的现象,中国中央军委今年3月下发通知,计划用3年的时间分步骤停止军队和武警部队一切有偿服务活动。</p><p style="border: 0px; font-style: inherit; font-family: inherit; font-size: 1rem; font-weight: inherit; letter-spacing: inherit; line-height: 1.5; margin-top: 18px; padding: 0px; vertical-align: baseline;">这被医疗界解读为&#8220;部队医院&#8217;科室承包&#8217;现象或将走向终结&#8221;。</p></div>


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