Prescription medicines are not allowed to be advertised to the general public in the UK. Instead they must be promoted to doctors, who then choose whether to prescribe them.
Adverts in medical journals, conferences and presentations tell doctors about the medicine, but most information comes from medical representatives involved in Sales and marketing.
Medical reps visit doctors on a regular basis to tell them about their company’s new products, and to answer any questions they have.
Sales managers, health economics experts, healthcare communication professionals and product managers all work together with the aim to promote new medicines for the benefit of patients.
It is a tough job trying to obtain access for innovative medicines in this country, and you have to want to keep fighting, always with the patient in your mind.