Interview

‘We take ethical responsibilities seriously’

Dr Paul Woods leads worldwide promotional regulatory affairs department for AstraZeneca, UK. He shares his views with Sonal Shukla on the significance of code of pharmaceutical marketing practices and its practical implications.

What is the significance of having a code for pharmaceutical marketing practices?

The code of pharmaceutical practices is incredibly important to the pharma industry and its becoming more so over the past few years. Sales and marketing, practices is one of the areas, in which the industry has received criticism around the world. Therefore, it has been important to make sure that we are absolutely clear where we are going to draw the lines, particularly to those areas, which have been contentious and have drawn adverse publicity. In recent years, there has been criticism around some of the hospitality areas and the kind of gifts given to the doctors. International Federation of Pharmaceutical Manufacturers' Association (IFPMA) has been advising the code, where particular attention is given to the areas concerning relationship between pharmaceutical companies and health professionals.

The reason for putting a code in place is the fact that there is a perception that pharma companies may be organising meetings, taking doctors to exotic hotels, locations and offering benefits, which is not appropriate. It is important to get clarifications on where the lines of acceptability rests. There is nothing wrong in sponsoring doctors to go to educational events and symposiums that benefit them and to be updated about the latest news information development in medicine. Pharma industry plays a genuine and helpful part in ultimate patient care by doing that. However, it is important that it is done properly and done in a transparent way. It should not be associated with anything, which could be perceived as inappropriate hospitality or benefits to the doctor.

What are the factors that have influenced the formation of a new code on ethical marketing practices?

It was clear that it is necessary to have a greater clarity in the way we should draw lines, in order to protect our reputation. We need to be putting good practices in place, so that we could clearly demonstrate to our customers that we are serious about it. And, this led to the revision of the code. A group of people were put together to identify what the key issues in ethical marketing were. I was one of the members of the group and I represented AstraZeneca, when we met on many occasions and redrafted the code. We did the redrafting till we became sure that we have a new code which fits appropriately. It is important for a new code to reflect technological changes but also the business as a whole and pharmaceutical industry. That is why the new code was needed. But the process doesn't stop.

Today, patients are becoming much more informed about their medicines. They are becoming more independent. In the past, a doctor was never questioned. The environment is changing, as understanding of what constitutes good governance, is changing. It is right that the code of marketing practices and code of ethics should change with the changing world and changing expectations.

What areas of marketing practices which come under the periphery of this code?

There is a preamble of principles for good marketing practices reaffirming that marketing activities and advertising is good and useful, to improve knowledge of doctors and subsequently improve patient care. It gives general principles about the interaction between pharmaceutical companies and healthcare professionals outlining their benefits to patients.

It talks about the independence of healthcare professionals that should be respected. That means there should not be any inappropriate influence on them. Companies should not provide any financial or other benefits in kind, which might inappropriately influence the prescribing decision of healthcare professional or the doctor. It should be based solely on the best product for that patient. Then, there is a whole section focussing on events. Events should have primary, scientific or educational purpose. These rules apply to all kinds of events, whether promotional or purely scientific.

It is not appropriate to take doctors outside the country unless it is a truly international meeting. Otherwise, it would be perceived that the reason for going for the meeting was for the travel.

There are also rules that spell choice of an appropriate venue. We should not choose an extravagant or resort type of venues for a meeting. As on to the beginning of 2007, any entertainment will be banned. So we will not be able to sponsor any golf events or trips.

What are the gifts that companies can give doctors?

The IFPMA code allows for promotional aids to be given as gifts like pens, sticky pads and small medical related gifts. It stipulates that those gifts must be related to the practice of medicine or pharmacy. It must also be something, which is acceptable and used in the doctor's professional practice and of minimal value. Pharma companies cannot give gifts for the personal benefit of a doctor. The new IFPMA code brings in a new category of gift, which has not been separated out before and that is cultural gifts. There are low value gifts that can be given during religious festivals. It would be seen rude or against the culture of that country for companies not to do that.

What is the difference between code of pharmaceutical marketing practises in India and abroad?

The IFPMA code is the universal code for all the research based pharmaceutical companies. It is the minimum standard which is applied worldwide. The OPPI is a member of IFPMA and has always adopted the IFPMA code of practice.

There may be a possibility of additional restrictions, but the same principles apply throughout the world to research based pharma companies. The specific requirements for the Indian market are in terms of the promotional material literature. In India, along with the brand name, companies also have to specify the generic name and the strength of the formulations.

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