The National Pharmaceutical Pricing Authority (NPPA) has almost finalised the details of a nationwide consumer-oriented mass media campaign about the drug pricing and the availability of low-cost unbranded drugs.

The campaign is likely to be launched very soon as the approval for the same had been given and other details including the budgets had been finalised in consultation with the Department of Consumer Affairs, sources said

The campaign, which is the key part of the scheme 'building robust and responsive statistical system for NPPA', was the only scheme to get in-principle approval from the Planning Commission under the current Five Year Plan, though the department of pharmaceuticals submitted five new schemes for NPPA.

Though the Planning Commission accorded the approval way back in March 2008, it was yet to be launched as discussions were being held with the Consumers Affairs Department for finalising the different aspects of the campaign. The Centre had also earmarked Rs. 2.25 crore for this scheme under the Plan head in the budget for the current fiscal year.

The campaign, to be unleashed through the media, will aim at making consumers aware of the differential pricing of similar drug formulations. The consumers will be thus educated about various brands available for the same generic medicine at widely varying prices. The support of the media including the vernacular newspapers and television channels will be taken in this effort, sources said.

As consumers have to go by the recommendation of pharmacists and doctors, a higher consumer awareness may help them to go for options and select cheaper but quality medicines. The Department of Pharmaceuticals had taken many steps like Jan Aushadhi generic shops to bring down the healthcare costs. The campaign was another measure in this regard, sources in the DoP said.