Self-regulation and ethical rules are carefully followed in Finland creating a strict regulatory and ethical framework. Disease awareness communications must comply with the Finnish Medicines Act, the guidelines from Fimea and industry ethical codes from Pharma Industry Finland.

Strict regulation doesn’t limit impact – it raises the bar for meaningful and credible communication.

What actually works in Finland?

When done right, disease awareness becomes part of public health discussion – not marketing. That’s also how credibility is built: by offering real value, not promotion.

Here are five compliant and effective ways to build awareness:

• Run unbranded disease awareness campaigns
• Partner with patient organisations and healthcare professionals
• Create editorial content: articles, patient stories and expert interviews
• Produce policy and white papers for political decision-making
• Participate in public forums such as SuomiAreena

How to build effective disease awareness campaigns

Finnish audiences actively seek reliable health information. Content that helps people recognise symptoms or understand their condition performs well – especially when it feels genuinely useful.

In campaigns, you might focus on symptoms and early signs, risk factors, impact on quality of life, credible statistics and when to seek medical help.

What you should not do is just as important. Avoid any direct or indirect references to products – in both visuals and wording.

Here are a few examples of our work in practice:

• Indivior – digital campaign raised awareness of opioid addiction
• Boehringer Ingelheim – Increasing disease awareness through impactful social media communication

How to engage in societal discussion and policy making

Patient advocacy organisations provide support for patients and play an important role in societal policy making. Their operations are partly run with volunteers and many welcome support and co-campaigns for events, educational materials and awareness days.

Many also appreciate bringing the patient’s voices into societal discussion and decision-making.

One of the most important arenas in Finland is SuomiAreena, a four-day public debate forum held annually in Pori at the end of June. It brings together politicians, media, organisations and citizens. Participating in forums like this allows companies to raise important health topics, contribute to policy discussions, and position themselves as credible stakeholders. At Ahjo, we’ve created Terve!Areena – a platform for bringing forward new perspectives on solving challenges in Finland’s healthcare system and driving its improvement.

Here are a few examples of our work in practice:

• CSL Vifor – Voices of the Unseen: Empowering patients of a rare disease through peer support workshop
• Astellas Pharma – Public affairs for preserving work ability during menopause

How communications supports market access

Disease awareness is not only about education – it also plays a critical role in market access. In many cases, it sets the foundation for how a disease is understood before reimbursement discussions even begin.

In Finland, reimbursement and access decisions are closely linked to how well the disease, its impact and unmet medical needs are understood by decision-makers and stakeholders.

Recent European comparisons highlight a structural challenge in Finland. Pharma Industry Finland has pointed out, based on EFPIA data, that Finnish patients had access to only around 50% of new medicines approved in Europe between 2020 and 2023. According to the industry, this gap is linked to a fragmented and sometimes slow evaluation and adoption system. Ongoing reforms aim to make the process more unified, predictable and efficient.

In this context, building early understanding of disease burden and unmet medical need is not just beneficial – it is essential.

Strategic communication can support market access by:

• increasing understanding of the disease burden
• informing about the economic and social costs of the disease if not treated properly
• bringing forward patient perspectives
• highlighting gaps in current care
• supporting dialogue with policymakers and stakeholders

When done at an early stage, building disease awareness can help in creating the foundation for future discussions.

It is also worthwhile considering having a Finnish PR & PA agency to support market entry. Having a communications partner brings value by connecting public affairs, patient advocacy engagement and content into one coherent strategy.

In Finland, disease awareness, credibility and market access are closely connected. The companies that succeed are those who understand how to build all three at the same time. If you’re looking to build credible and impactful health communications in Finland, we’re happy to help – get in touch.