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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