Transcript Drug Promotion - the Pharmaceutical Representative

Drug Promotion:
The Pharmaceutical
Representative.
Making the most of Promotional
Material.
(All material available on NeLM)
London Medicines Information Service (Northwick Park Hospital) - June 2008
Drug Promotion –
the Pharmaceutical
Representative.
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Drug Promotion
NHS Standards
ABPI Code of Practice
Company Representatives
The ‘meeting’
Tricks of the trade
Evaluating Product Information
Quiz
London Medicines Information Service (Northwick Park Hospital) - June 2008
Drug Promotion by
Pharmaceutical Companies.
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Journal advertisements
Mailings
Samples
Sponsored meetings
Gifts
Direct-to-consumer advertising
Company representative visits
London Medicines Information Service (Northwick Park Hospital) - June 2008
NHS Standards.
Commercial Sponsorship –
Ethical Standards for the NHS
(Nov 2000)
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Who is the guidance aimed at?
Sponsorship, inducements and
hospitality
Research and development
Potential conflicts of interest
London Medicines Information Service (Northwick Park Hospital) - June 2008
Advertising Regulation.
Advertising is regulated by a
combination of:
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Statutory (legal) - Medicines and
Healthcare products Regulatory
Agency (MHRA)
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Self-regulation (codes of practice)Association of the British
Pharmaceutical Industry (ABPI)
London Medicines Information Service (Northwick Park Hospital) - June 2008
ABPI Code of Practice.
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Trade association representing
manufacturers of prescription medicines.
Applies to about 75 UK pharmaceutical
companies (60 non-member)
Covers all areas of promotion by the
pharmaceutical industry
Compliance with code is obligatory for
members
Not legally binding
Aim “promotion of medicines to health
professions and administrative staff is
carried out in a responsible, ethical and
professional manner.”
London Medicines Information Service (Northwick Park Hospital) - June 2008
Code for Representatives.
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ABPI Code of Practice (Clause 15) covers oral information, as well as
written
Must be adequately trained
Must not give misleading information
Must not offer inducement to gain
interview e.g. fee
Must not cause inconvenience
Provision of hospitality
London Medicines Information Service (Northwick Park Hospital) - June 2008
Local Policies for
Representatives.
Local policies may exist relating to:
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Appointment system for meeting
clinicians
Leaving samples of medicines
Sponsorship of educational meetings
Frequency of meetings
London Medicines Information Service (Northwick Park Hospital) - June 2008
Representatives
Objectives.
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Sell company products
Inform and educate professionals
Gather information
London Medicines Information Service (Northwick Park Hospital) - June 2008
‘The meeting’.
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What’s in it for me?
Be selective
By appointment with time limits
Be in control
Prepare standard questions
Beware of bold statements &
‘glossies’ (check evidence)
London Medicines Information Service (Northwick Park Hospital) - June 2008
Tricks of the trade.
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Appeal to authority
Bandwagon effect
Appeal to pity
Red herring appeal
Appeal to curiosity
Testimonial
London Medicines Information Service (Northwick Park Hospital) - June 2008
Evaluating Product
Information.
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Are the claims backed up by
evidence?
Are graphs/diagrams accurate and
clear?
Be cautious of statistics and graphics
Beware of ‘best’ – ‘strongest’ –
‘unique’
Request the original references
London Medicines Information Service (Northwick Park Hospital) - June 2008
Points to consider:
S
T
E
P
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Safety
Tolerability
Effectiveness
Price
Simplicity
One STEP better?
London Medicines Information Service (Northwick Park Hospital) - June 2008
Summary.
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See representatives if you wish
View information objectively
Ask for further information
Colleagues will use MI as an
independent information source –
you.
London Medicines Information Service (Northwick Park Hospital) - June 2008