This paper tests the influence of college propaganda and college students' attitude tuward new medical insurance on their new medical insurance purchase and health consciousness.Based on empirical research on 270samples from five colleges and universities in Nanjing area,analysis finds that both college propaganda and the understanding level of new medical insurance are not directly affecting their attitude toward new medical insurance and are not directly affecting their purcase of new medical insurance either,however,their attitude toward new medical insurance is directly affecting their purchase of new medical insurance and their health consciousness improvement.