Made in Russia Brand: The Time of Trust
Localized drugs accounted for 44.5% of total sales in 2021. Of the 808 items on the list of vital and essential drugs, up to 80% are produced by Russian pharmaceutical manufacturers, more than a third of which have full-cycle production. Russian-produced drugs made up 61.2% of total package drug sales in 2021. Given the current geopolitical sanctions and the policy of import substitution, people’s trust in Russian medicines is crucial since people should be motivated to buy domestically produced drugs because they are confident in the quality and effectiveness of the range being offered instead of not having any other choice. According to a survey conducted in 2020 by the Russian Public Opinion Research Centre, 12% and 54% of respondents said they ‘fully trust’ and ‘likely trust’ Russian-made drugs, respectively. A positive reputation for the Made in Russia brand and strategies for shaping a particular opinion in society should be based on targeted information work, while observing the principle of openness and transparency. What factors influence the image of domestic medicinal products and how can they be managed? To what extent can publications in reputable sources on the efficacy, safety, and quality of Russian medicines influence public opinion? What strategies should the state, the medical expert community, and manufacturers employ to bolster people’s trust?
Aleksandr Petrov, Chairman of the Subcommittee on Medicines, Development of the Pharmaceutical and Medical Industry of the State Duma of the Federal Assembly of the Russian Federation for Health Protection
Alexey Kuznetsov, Assistant to the Minister of Health of the Russian Federation
Natalia Prokopieva, Chairman of the Board of Directors, Evalar
Kirill Rodin, Director for Government Relations, Russian Public Opinion Research Center
Airat Farrakhov, Member of the Committee of the State Duma of the Federal Assembly of the Russian Federation on Budget and Taxes
Oleg Yanushevich, Rector, A.I. Yevdokimov Moscow State University of Medicine and Dentistry of the Ministry of Health of the Russian Federation; President, Association of Russian Doctors