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https://sps.nhs.uk/articles/procurement-of-medicines-and-services-for-nhs-secondary-care/
And more importantly
https://www.nice.org.uk/implementing-nice-guidance/medicines-and-prescribing
TLDR: you got to prove your medication actually works (rather than just having a catchy jingle) and it need to offer ‘value for money’ (this is where politics gets involved)