United Kingdom United Kingdom

United Kingdom

Market insights

The UK’s health institutions—England’s National Institute of Health and Care Excellence (NICE) in particular—are key influencers not only in other UK countries, but across Europe and the rest of the world. England’s payer decision makers seek to reward innovation while ensuring “value for money spent.” This occurs through several appraisal processes, which are used depending on the type of medicine.


In the United Kingdom, the promotion of medicine is controlled by legislation and codes of practice. The Association of the British Pharmaceutical Industry (ABPI) Code of Practice for the Pharmaceutical Industry is the code that outlines the guidelines and ensures compliance with legal requirements. It covers the promotion of prescription medicines and is relevant to public relations activities.

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    Our office in the United Kingdom

    GHMC UK partner Aurora’s purpose is to make profound change, doing everything they can to improve lives. That’s why since 2005, they have been running campaigns that reach, inspire and activate—patients, families, healthcare professionals and beyond.