The selection of essential medicines is based on efficacy, safety, and cost-effectiveness to ensure optimal therapeutic outcomes while maximizing resource utilization. Brand popularity is not a medical or clinical criterion and is excluded to avoid bias towards market-driven preferences rather than evidence-based medicine. Essential medicines must meet stringent standards to be accessible, affordable, and suitable for the majority of the population. Thus, decisions prioritize public health needs over commercial factors.

Reference: WHO Model List of Essential Medicines, World Health Organization, 22nd Edition.