Marketing of veterinary medicinal products is not typical marketing communication. It is guided by strict regulations that aim to ensure the safe and appropriate use of medicines in animals. At the same time, marketing must provide clear and reliable information to the right target groups.
Veterinary medicinal product marketing is part of pharmaceutical compliance. It combines regulatory requirements, supervision and practical communication.
Regulatory framework for veterinary medicinal product marketing
Veterinary medicinal product marketing is mainly based on EU legislation, especially Regulation (EU) 2019/6. Marketing must be accurate and must not be misleading.
In practice, this means that all claims must be based on approved product information, such as the Summary of Product Characteristics (SmPC). Marketing must also be balanced. Both benefits and safety information need to be clearly presented.
In addition to legislation, companies follow ethical principles that support responsible and transparent communication.
Who can veterinary medicinal products be marketed to?
Target groups play a key role in veterinary medicinal product marketing. Not all communication can be directed to everyone. It depends on how the product is used and how treatment decisions are made.
In veterinary medicine, treatment decisions are usually made by a veterinarian. This affects how and to whom marketing can be directed.
According to the Fimea, some restrictions are very specific. For example, immunological veterinary medicinal products, such as vaccines, must not be marketed to professional animal keepers. This ensures that treatment decisions are based on veterinary expertise.
Key requirements for marketing communications
Marketing of veterinary medicinal products should ensure:
- accuracy and verifiability
- clear and easy-to-understand communication
- balanced presentation of benefits and risks
- appropriate targeting of the audience
Regulatory supervision highlights that marketing content is part of the safe use of medicines. Anyone can report inappropriate pharmaceutical advertising. This supports transparency and supervision.
Marketing or information?
Not all communication in the pharmaceutical field is marketing. However, the line between marketing and information is not always clear.
For example, educational materials or website content may be considered marketing if they promote the use or selection of a medicinal product.
For this reason, the purpose and content of communication should be assessed carefully already at the planning stage.
What does this mean in practice?
Marketing of veterinary medicinal products requires careful planning and clear processes. Compliance is built through a structured approach where:
- marketing materials are based on approved information
- target groups are clearly defined
- the purpose of communication is assessed in advance
- content is reviewed before publication
In practice, this requires close collaboration between regulatory, quality and pharmacovigilance experts.
Marketing is a regulated activity. Responsibility for compliance lies with the marketer, such as the marketing authorisation holder or a pharmacy. Marketing is supervised by Fimea under the Medicines Act and related regulations.
The focus is on the correct and safe use of medicines. Well-planned and compliant marketing supports both industry stakeholders and animal welfare.
