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Rs. 95.5 million ad blitz to promote new drug policy
View(s):By Kumudini Hettiarachchi
The Government has launched a costly, 95.65 million-rupee media publicity blitz to promote its new drug pricing policy saying the people may still be unaware of the benefits of the move. The first stage of the campaign through newspapers and electronic media has been completed with the second phase yet to start, informed sources said. Teleview (Pvt) Ltd has been assigned the task of handling this campaign to influence and mould public opinion on the advantages of reduced prices of some essential drugs.
In an announcement on October 21, 2016, the Government slashed the prices of 48 medicinal drugs in an effort to reduce the cost of several brands of drugs. The move was through a gazette notification setting out the maximum retail selling price of these drugs which include those for diabetes, hypertension, high cholesterol, for heart attacks, thyroid issues, seizures, asthma and gastritis.
However, the decision drew criticism more than praise from a cross-section of stakeholders including doctors, drug importers and pharmacists.
The sources said the costly campaign was aimed at creating a better public image and acceptance of reduced drug prices in view of adverse views over the policy.
The public campaign titled ‘Quality essential drugs at a reduced price for healthy living’ includes advertising through the cinema, banners and posters.
While the first stage of the Treasury-funded campaign cost Rs. 56.4 million, the second phase, to begin shortly and also funded by the Treasury costs Rs. 39.2 million, the Sunday Times learns.