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Drug use initiative

GSK gives support to a medicines awareness campaign in Italy

Pharma giant GlaxoSmithKline (GSK) has teamed up with the Italian consumers' association, Movimento Consumatori, to launch an awareness campaign promoting the correct use of prescription medicines.

The initiative, called Don't Attach Yourself to the Bottle [of pills], was launched from the Verona headquarters of the company.

Key messages within the campaign include an emphasis that drugs are only good for health if they are used in the correct way, and should only be bought if they are really necessary.

One of the priorities of our firm has always been to look out for the patient and their quality of life, said Daniele Finocchiaro, vice-president of communications at GSK Italia.

In the past, we have collaborated with several not-for-profit organisations, with the aim of contributing our professionalism and resources in various fields of medicine.

He added that the initiative was driven by both parties' desire to safeguard consumers' health by all means possible and was not limited solely to drug information: It's also about knowledge, the culture of prevention and getting the correct information.

Movimento Consumatori said the aims of the campaign were to stress the importance of reading drug labels properly and the dangers of non-compliance, as well as to encourage consumers to take a more active role in the management of their healthcare.

Consumers can also speak to pharmacists and specialists about medicines management issues by calling a freephone number, available three mornings a week.

In 2003, a survey by the Ageing Society, said that unused medicines were being thrown away in Italy at an annual cost to the health service of $650m.

2nd September 2008

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Rainmaker is an independent, award-winning communications agency with offices in London and Atlanta. Our experience across pharmaceuticals, generics, OTC, medical...

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