In early 2020, the value of Romania’s pharmaceutical market rose to EUR 4.46 billion, which accounts for prescription medicines (EUR 3.35 billion) and drugs sold over the counter (EUR 1.1 billion). In Romania, private and public medical service providers operate in tandem. Although Romania has a universal health coverage system, not all health care services are covered and additional out of pocket costs are required for certain treatments and prescriptions.
Romania does not allow pharmaceutical companies to promote prescription medicines to the general public. Companies with a prescription portfolio can only conduct disease-awareness campaigns, in which the only brand reference permitted is to the corporate brand. Over-the-counter drugs can be promoted to end-consumers through an advertising visa only.
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