Consumers and patients are increasingly taking responsibility for their own health, treatment options and the medication prescribed to them. The patient has also the right to receive exact, research-based information from the healthcare professionals. Therefore, it is particularly important for companies operating in the healthcare and pharmaceutical sector to supply up-to-date information to doctors, nurses and the pharmaceutical staff through various marketing and communication campaigns. The companies can also inform consumers about various illnesses and guide them to find additional information on the treatment of the disease.
In Finland, the marketing of prescription-only medicines can only be targeted at professionals who are entitled to prescribe or dispense medicines and need pharmaceutical information in their work. The commercial nature of pharmaceutical marketing must be clearly recognisable as marketing: the appropriate pharmaceutical marketing comprehensively should present the different effects of use of the medicines and guides correct and safe use. It is good to note the consumer marketing of prescription-only medicines is strictly prohibited. Only self-care medicines available without prescription, CE marked products and medical devices and applications may be marketed to consumers here in Finland.
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Heta works as an Account Director and Partner in RFM Creative Agency. Heta has specialised in Healthcare and Pharmaceutical marketing and has more than a decade of experience in this field. Over the years she has received several awards for the implementation of effective marketing campaign as well as for increasing sales.