In Germany, for example, 60% of the public agrees to a liberalization of the information ban on Rx medications. Approximately one fourth of all interviewees would welcome a complete liberalization of all information available on these products. These are the major findings of a recent survey by MS&L Germany, which was conducted by TNS Healthcare in Q1 2007, including 1.003 interviewees of 14 years of age and over.

Further interesting aspects of the survey are the finding that females more strongly prefer the liberalization of information than males, as well as the fact that the level of agreement to a liberalization of the ban is rising with the increase in monthly net income. “Regardless of the differences between men and women or factors like the monthly net income of interviewees, the trend is obvious: Germans want to more freely access relevant informa-tion about Rx medications, and they want to inform themselves from a variety of sources”, says Michael Martell, Managing Director of MS&L International Public Relations in Germany.

The results of the survey show today’s lack of information in the larger part of the population. As people wish to be more informed about medicines, this also implies a big challenge and responsibility for the implementation of communication about Rx products. Thinking of physicians and pharmacists only – that is by far not enough in healthcare communication. With the growing burden for patients to cover healthcare costs themselves, they should at least be given the possibility to access the information about their condition and medications. “Experience from other countries clearly demonstrates that responsible information transfer from the pharmaceutical industry to the patient is not only possible, but that it is also appreciated by the public”, Michael Martell concludes.