Pharma Germany Launches Campaign for the Green ePrescription – Digital Medical Recommendation with Double Benefits
Pharma Germany has launched a new awareness campaign for the Green ePrescription. Together with member companies, the association aims to establish the digital medical recommendation as a permanent part of everyday healthcare.
The campaign is aimed at physicians, local pharmacies, and patients. At its core is the double benefit of the Green ePrescription: a reliable medical recommendation and expert counseling at the pharmacy.
The Green Prescription has existed since 2004, introduced after statutory health insurance funds stopped reimbursing most over-the-counter medications. Its purpose: to enable a physician-guided recommendation for non-prescription treatments. With this campaign, Pharma Germany is now taking the Green Prescription digital.
The campaign will initially run for one year. Doctors and pharmacists are addressed through professional channels, while patients are reached via print and digital consumer media. In addition to education, the campaign aims to increase long-term usage of the Green ePrescription.
As part of the campaign, the website of the initiative “Pro Grünes Rezept” has also been redesigned. It now features a modern campaign-aligned look and provides specific information about the digital use of the Green ePrescription.
The campaign’s creative development was handled by WEFRA LIFE, a communications agency specializing in healthcare, while PILOT and WEFRA LIFE manage media distribution.
Dorothee Brakmann, Managing Director of Pharma Germany, emphasizes:“The Green Prescription is a recommendation that works – and has many digital advantages. The medical recommendation and expert advice at the local pharmacy provide patients with the confidence to use high-quality medicines safely and correctly.”
Pharma Germany also sees the campaign as a statement of support for local pharmacies – where products from member companies are paired with personal, qualified health advice.
With around 40 million Green Prescriptions issued in Germany in 2024, one thing is clear: the recommendation remains relevant – and now also digitally available.