Your next package will be required to include a QR code.
By law, your next package will need to include a QR code. And under that same regulation, the QR code cannot contain any marketing content.
ANMAT Regulation 2891/2026 makes this clear: the QR code may only link to the current patient information leaflet, exactly as approved by the regulatory authority. Not a single line of original content, no brand message, no product promise. In that sense, it is a closed channel.
But that’s where we saw something important, and a real opportunity for marketing to stand out.
A brand is not only what a company says. It is also how everything that company chooses to show feels. A legible label, well-designed packaging, an organized pharmacy display: none of these explicitly “say” anything about the product, yet they are constantly building (or eroding) trust.
The QR code linking to the patient leaflet works in exactly the same way. The wording is approved by ANMAT. The experience of reading it is up to each pharmaceutical company.
In Spain, where an electronic patient leaflet pilot has been running since 2022, a study by consumer organization OCU found that 78% of patients still preferred paper. That doesn’t prove the technology doesn’t work. It shows that, so far, digital experiences have failed to replicate the sense of reassurance and care people get from having the leaflet in their hands.
That gap is exactly where a brand can make a difference: not by trying to say something different from what ANMAT allows, but by making the patient experience feel better than paper.
So, where can you stand out?
In the typography, hierarchy, and navigation of the digital leaflet. There’s a huge difference between an unreadable scanned PDF and an interface designed to be read on a smartphone.
In genuine accessibility: text that can be enlarged, audio options, information available in multiple languages, and more.
Even if the content itself must remain neutral, the interface, colors, and visual identity of the portal where patients access that content can still clearly reflect the product and pharmaceutical company’s brand. And in the content that can support the experience: for example, an educational video explaining how to use an administration device correctly, or how to properly dose and administer a treatment.
None of this is promotional information. It is treatment support, and it can live alongside the regulated experience without crossing ANMAT’s restrictions.
If you want to turn a compliance requirement into the first digital touchpoint between your product and every person who buys it, book 30 minutes with us.