Abstract
The focus of our study is about the comparative analysis of the normative requirements for marketing, promotion and advertising of the drugs in European Union. The aim is to evaluate the regulatory normative mechanisms in Bulgaria. Having in mind the increase of the expenditures for medicines and the chronic deficit of public financial resources for reimbursement it is necessary the good European practices to be implemented. Thus the modulation of the prescription model will be possible.
Keywords
drugs, marketing, promotion, commercials, normative requirements, European Union
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