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В ОНФ считают, что поручение президента РФ по ограничению рекламы лекарств поможет снижению рисков от самолечения

  • 13 Ноября 2015 г. в 00:05
  • 5 комментариев
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По мнению экспертов, данная инициатива поможет снизить цены на лекарства, сократить количество граждан, занимающихся самолечением, и снизить госрасходы на лечение пациентов с запущенными формами заболеваний или пострадавших от самостоятельной терапии


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Президент России по итогам форума ОНФ «За качественную и доступную медицину!» дал поручение правительству РФ до 20 июля 2016 г. представить предложения по внесению в законодательство изменений, касающихся ограничения рекламы лекарственных препаратов. По мнению экспертов, данная инициатива поможет снизить цены на лекарства, сократить количество граждан, занимающихся самолечением, и снизить госрасходы на лечение пациентов с запущенными формами заболеваний или пострадавших от самостоятельной терапии.

Закон «О рекламе» допускает рекламу в СМИ только безрецептурных препаратов, составляющих около половины фармацевтического рынка. Рецептурные лекарственные препараты допускается рекламировать только в специализированных СМИ, предназначенных для медицинских и фармацевтических работников.

За первую половину 2015 г., по данным маркетинговых агентств, реклама лекарственных препаратов на ТВ и в печатных СМИ составила около 20% рекламы в России, заняв первую строчку в рейтинге и обогнав, в частности, банковскую отрасль, розничную торговлю и все другие индустрии.

Общие расходы на рекламу и продвижение лекарственных препаратов оцениваются на уровне 20–25% емкости российского фармацевтического рынка, то есть 200–250 млрд руб. по итогам 2014 г.

О том, что высокие цены на лекарственные препараты в немалой степени связаны с расходами на рекламу, на форуме ОНФ по вопросам здравоохранения «За качественную и доступную медицину!» заявил председатель правления некоммерческого партнерства «Калужский фармацевтический кластер» Иван Глушков. По его словам, широкий доступ к медикаментам без рецепта врача приводит к тому, что люди при выборе лекарственного препарата руководствуются информацией, почерпнутой из рекламы, и компании пользуются этим в ущерб качеству товара. Глушков подчеркнул: «Пациент ориентируется на рекламу, а вовсе не на результаты клинических исследований. Отечественные компании это понимают и тратят гигантские деньги на рекламу и немного – на исследования».

По данным ВЦИОМ, в России самолечение предпочитают четверть россиян. По данным экспертов из фармацевтической отрасли, Россия входит в десятку стран мира – лидеров по самолечению. А это в том числе приводит к тому, что увеличивается количество тяжелобольных граждан, расходы на лечение которых ложатся на государство. Повышение маркетинговых затрат, которые сегодня составляют почти 25% от стоимости препарата, эксперты считают одним из определяющих факторов роста цен на лекарства.

О том, что необходим контроль за рекламой фармацевтических средств, на форуме также заявила сопредседатель регионального штаба ОНФ в Томской области, генеральный директор медицинского объединения «Здоровье» Татьяна Соломатина. «Сегодня ситуация складывается так, что, наверное, каждый житель России может почувствовать себя врачом, пойти в аптеку и купить препарат, который он увидел в рекламе, – подчеркнула она. – Но мне хотелось бы отметить, что медицинскую помощь должен все-таки оказывать профильный врач, обладающий соответствующей квалификацией».

Президент России, лидер Общероссийского народного фронта Владимир Путин согласился с тем, что эту сферу нужно урегулировать. По словам главы государства, необходимо «сделать так, чтобы и лекарственную продукцию продвигать, не убивая совсем рекламу, но в то же время не «забюрократить» принятые решения».

Сопредседатель Центрального штаба ОНФ, депутат Госдумы Ольга Тимофеева заявила: «Нам важно, что наше предложение об ограничении рекламы лекарств услышал президент. Сегодня мы поднимем вопрос такого ограничения в Госдуме на круглом столе «Реклама медицинских препаратов в СМИ», совместно организованном думскими комитетами по информационной политике и здравоохранению». При этом она подчеркнула, что «ограничивать рекламу лекарств необходимо не только в СМИ, но и на рекламных уличных билбордах, в общественном транспорте и других местах. «ОНФ планирует провести мониторинг, чтобы выявить, какие категории медицинских препаратов чаще всего рекламируются, и понять, рекламу каких категорий лекарств стоит ограничить. Например, эксперты из медицинской отрасли, с которыми взаимодействует ОНФ, считают, что необходимо пересмотреть перечень безрецептурных лекарств и некоторые категории перевести в раздел рецептурных. Тогда необходимость в рекламе этих препаратов отпадет. Можно воспользоваться опытом европейских стран, в которых без выписанного врачом рецепта невозможно приобрести противовирусные лекарства и иммуномодуляторы. Кроме того, срок исполнения данного поручения обозначен 20 июля 2016 г. Но мы будем стараться исполнить поручение президента раньше и в ближайшее время представим на рассмотрение правительству свои предложения», – прокомментировала Тимофеева.
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