Characteristics of Medical Promotion in the Russian Market

In Russia, the promotion of medicines is subject to strict regulations enforced by the Federal Law on Advertising. Compliance with these legal requirements is crucial when advertising medical products in offline and online channels. Here are some key points to consider:

1. Complete and Reliable Information: Medicine advertisements should provide accurate and comprehensive information that facilitates the rational use of the advertised products.
2. Inclusion of Warnings: Medicine advertisements must include warnings about contraindications, the need to review application instructions, and the importance of seeking advice from specialists.
3. Avoidance of Comparisons: Advertisements should not make comparisons with other medicines.
4. Duration and Display of Warnings: The duration of warnings in radio and television advertisements should be at least three and five seconds, respectively. For cinema and video services, warnings should occupy at least seven percent of the frame area, while other means of distribution should allocate at least five percent of advertising space for warnings.

These legal requirements also extend to the promotion of medicines online and on social media platforms.

Furthermore, the Federal Antimonopoly Service of Russia (FAS) is responsible for identifying and addressing advertising violations in the country. It is important to note that the restrictions mentioned above specifically apply to over-the-counter (OTC) medicines. Advertising of prescription medicines is prohibited in Russia, except for specific circumstances such as medical or pharmaceutical exhibitions, seminars, conferences, and specialized publications intended for medical and pharmaceutical professionals.

TV has emerged as a prominent channel for promoting medicines, with the pharmaceutical industry investing significantly in TV advertisements. In 2020, TV accounted for 85% of all advertising expenses, primarily due to its broad reach capabilities. Considering that the elderly population remains a key consumer segment for medicines, TV ads are an effective way to reach this demographic. According to Mediascope, medicine ads occupy a significant share, accounting for one-quarter of the total TV advertising volume in Russia. Radio follows with a 17% share for ads related to medicines and dietary supplements, while the press ranks fourth with a 10% share. Notably, there has been a notable increase in the online promotion of medicines, with pharmaceutical manufacturers placing 7% of banner ads and 6% of video ads online.

The online sales of medicines have also experienced growth, witnessing a more than 50% increase in online pharmacy traffic over the past year. Apteka.ru stands out as the traffic leader, surpassing its competitors by a considerable margin. The months of March-April and November-December 2020 were particularly active in terms of online pharmacy traffic, likely influenced by the outbreak of the coronavirus pandemic and seasonal flu and viral respiratory infections.

The prominence of medicine advertising by bloggers is becoming increasingly apparent. According to the HealthIndex study ‘Opinion of Ultimate Customers’ conducted by Ipsos in the fourth quarter of 2020, 35% of users encountered medicine ads online. Out of this group, 31% specifically mentioned seeing posts, videos, and other content created by bloggers who provided recommendations on various medicine categories. This percentage represents a significant increase compared to 2019 when only 25% of respondents reported seeing medicine ads online.

Among bloggers’ recommendations, vitamins emerged as the most prominent category in medicine-related content. Approximately 15.5% of respondents noted coming across information about vitamins in blogs, surpassing other medicine categories. Notably, a considerable portion (33.3%) of consumers who received these recommendations followed the advice. The second most mentioned category was anti-flu and cold drugs (8.5%), followed by weight loss drugs (5.2%).

Although a relatively smaller percentage of consumers mentioned bloggers’ promotion of antibiotics (4.7%), a significant portion (33%) of them still followed the recommendations. A similar trend was observed for the promotion of flu and cold prevention drugs, with 4.1% of respondents noting the recommendations and 21.7% of them acting upon them. Trust indicators for other medicine categories were comparatively lower.

Bloggers’ recommendations in the field of medicine are gaining popularity, but it is crucial to ensure that such promotions comply with the laws of the Russian Federation.

When creating content for advertising posts and videos, including those by bloggers, it is important to adhere to the rules outlined in the Federal Law on Advertising.

The following practices are prohibited:

• Presenting immediate effects of the medicine.
• Using images of doctors.
• Claiming health improvement or recovery from a specific disease by using a particular medicine.
• Stating properties or characteristics of a drug that are not mentioned in the official instructions.
• Creating the impression that the medicine has advantages based on research that is mandatory for state registration.
• Asserting or assuming that consumers have certain diseases.
• Giving the impression that a visit to a medical doctor is unnecessary.
• Guaranteeing a positive effect, safety, efficiency, or absence of side effects of the advertised product.

Moreover, advertisements, including those by bloggers, should include a disclaimer—a statement that waives liability for potential consequences or provides a notice of limitation of liability. These disclaimers are brief warnings that highlight the specific nature of a product or service. For example, they may indicate that the product is contraindicated in certain cases and advise seeking medical advice before use.

What should be included in the advertisement:

• Clear and detailed information about the rules and administration of the product, including specific instructions for on-camera use.
• The product’s effect, as stated in the official instruction. Any properties or effects not mentioned in the instruction should not be mentioned in the advertisement.
• Avoiding any taboos, unauthorized phrases, or actions that could compromise the positive image of the drug manufacturers, as this pertains to health.
• Ensuring that the advertisement does not contain any phrases or actions that would contradict the law, such as demonstrating an immediate effect.

Greater Focus on Online Tools

The introduction of the law on distance selling of drugs has significantly impacted online sales of over-the-counter medicines. However, consumers still tend to search for medicine prices online and make offline purchases, or they prefer receiving online orders in traditional drugstores or pickup points.

Nevertheless, pharmaceutical manufacturers must adapt to the growing online sales market. In addition to collaborating with pharmacy chains, there are three key channels for distribution and marketing:

1. Branded online shops or dedicated websites for promoting specific drugs.
2. Online pharmacies.
3. Marketplaces.

Each channel has its own unique aspects for promoting products. The experts at QB Agency is prepared to handle all aspects related to developing and implementing a marketing strategy to promote pharmaceutical brands and medical trademarks in the Russian market, while ensuring compliance with the statutory regulations of the Russian Federation.