The article notes that marketing agreements include financial incentives in the form of bonuses or rewards that pharmacies receive for promoting certain medications. This practice can influence pharmacists' recommendations, creating a situation where patients are offered not the most effective or necessary drugs, but those that are profitable for the pharmacy chain, the journalists emphasize.
"Medications are chosen not for their effectiveness or necessity, but for the benefit to the pharmacy. This creates a scenario where patients face limited choices or are forced to purchase more expensive alternatives," the article states.
The authors highlight how marketing deals affect competition among drug manufacturers: priority is given to those companies that can offer larger bonuses to pharmacies, rather than to those whose products meet patients' needs.
The article provides examples of how such issues are regulated worldwide. For instance, in the United States, legislation prohibits commercial incentives that influence drug selection, while in EU countries, directives aim to ensure transparency in the pharmaceutical sector. Meanwhile, in the United Kingdom, all agreements between pharmacies and manufacturers must be declared, and in Germany, offering bonuses for selling specific drugs is prohibited.
"The United Kingdom has compelled pharmacy chains to declare all commercial agreements. This allows for monitoring their compliance with patients' interests," the material states.
The authors believe that this issue in Ukraine could be addressed by banning commercial incentives for pharmacies, implementing transparent control mechanisms and penalties for violations, as well as conducting educational campaigns for consumers.
"Establishing transparent rules not only builds trust in pharmacies but also ensures that patients receive the medications they truly need," the authors are convinced.
They conclude that examples from other countries can serve as a valuable guide for Ukraine in creating a transparent and competitive market. The ban on marketing agreements, in the authors' view, is an important step towards protecting consumer rights and ensuring access to quality and necessary medications.