Promotional Material Promotional Material &&

The Pharmaceutical The Pharmaceutical Representative.Representative.

Bridget Rankin, Principal Pharmacist – Medicines InformationBridget Rankin, Principal Pharmacist – Medicines Information

Maidstone & Tunbridge Wells NHS TrustMaidstone & Tunbridge Wells NHS Trust

Acknowledgements - London Medicines Information Service Acknowledgements - London Medicines Information Service (Northwick Park Hospital) (Northwick Park Hospital)

Drug Promotion – Drug Promotion – the Pharmaceutical the Pharmaceutical

Representative.Representative. Drug PromotionDrug Promotion NHS StandardsNHS Standards ABPI Code of PracticeABPI Code of Practice Company RepresentativesCompany Representatives The ‘meeting’ The ‘meeting’ Tricks of the tradeTricks of the trade Evaluating Product InformationEvaluating Product Information QuizQuiz

Drug Promotion by Drug Promotion by Pharmaceutical Companies.Pharmaceutical Companies.Journal advertisementsJournal advertisementsMailingsMailingsSamplesSamplesSponsored meetingsSponsored meetingsGiftsGiftsDirect-to-consumer advertisingDirect-to-consumer advertisingCompany representative visitsCompany representative visits

NHS Standards.NHS Standards.

Commercial Sponsorship – Ethical Commercial Sponsorship – Ethical Standards for the NHS (Nov 2000)Standards for the NHS (Nov 2000)

Who is the guidance aimed at?Who is the guidance aimed at? Sponsorship, inducements and hospitalitySponsorship, inducements and hospitality Research and developmentResearch and development Potential conflicts of interestPotential conflicts of interest

Advertising Regulation.Advertising Regulation.

Advertising is regulated by a Advertising is regulated by a combination of:combination of:

Statutory (legal) - Medicines and Statutory (legal) - Medicines and Healthcare products Regulatory Healthcare products Regulatory Agency (MHRA)Agency (MHRA)

Self-regulation (codes of practice)- Self-regulation (codes of practice)- Association of the British Association of the British Pharmaceutical Industry (ABPI)Pharmaceutical Industry (ABPI)

ABPI Code of Practice.ABPI Code of Practice.

Trade association representing manufacturers of Trade association representing manufacturers of prescriptionprescription medicines. medicines.

Applies to about 75 UK pharmaceutical companies Applies to about 75 UK pharmaceutical companies (60 non-member)(60 non-member)

Covers all areas of promotion by the Covers all areas of promotion by the pharmaceutical industrypharmaceutical industry

Compliance with code is obligatory for membersCompliance with code is obligatory for members Not legally bindingNot legally binding Aim “promotion of medicines to health professions Aim “promotion of medicines to health professions

and administrative staff is carried out in a and administrative staff is carried out in a responsible, ethical and professional manner.” responsible, ethical and professional manner.”

Code for Representatives.Code for Representatives.

ABPI Code of Practice (Clause 15) - ABPI Code of Practice (Clause 15) - covers oral information, as well as writtencovers oral information, as well as written

Must be adequately trainedMust be adequately trainedMust not give misleading informationMust not give misleading informationMust not offer inducement to gain Must not offer inducement to gain

interview e.g. feeinterview e.g. feeMust not cause inconvenienceMust not cause inconvenienceProvision of hospitalityProvision of hospitality

Local Policies for Local Policies for Representatives.Representatives.

Local policies may exist relating to:Local policies may exist relating to:

Appointment system for meeting Appointment system for meeting cliniciansclinicians

Leaving samples of medicinesLeaving samples of medicinesSponsorship of educational meetingsSponsorship of educational meetingsFrequency of meetingsFrequency of meetings

Representatives Representatives Objectives.Objectives.

Sell company productsSell company productsInform and educate professionalsInform and educate professionalsGather informationGather information

‘‘The meeting’.The meeting’.

What’s in it for me?What’s in it for me?Be selectiveBe selectiveBy appointment with time limitsBy appointment with time limitsBe in control Be in control Beware of Beware of boldbold statements (check statements (check

evidence)evidence)Prepare standard questionsPrepare standard questions

Points to consider:Points to consider:

SS SafetySafety

TT TolerabilityTolerability

EE EffectivenessEffectiveness

PP PricePrice

SS SimplicitySimplicity

One One STEPSTEP better? better?

Tricks of the trade.Tricks of the trade.

Appeal to authorityAppeal to authorityBandwagon effectBandwagon effectAppeal to pityAppeal to pityRed herring appealRed herring appealAppeal to curiosityAppeal to curiosityTestimonialTestimonial

Evaluating Product Evaluating Product Information.Information.

Are the claims backed up by evidence?Are the claims backed up by evidence?Are graphs/diagrams accurate and Are graphs/diagrams accurate and

clear?clear?Be cautious of statistics and graphicsBe cautious of statistics and graphicsBeware of ‘best’ – ‘strongest’ – ‘unique’Beware of ‘best’ – ‘strongest’ – ‘unique’Request the original referencesRequest the original references

And where should all the And where should all the ‘glossies’ go?‘glossies’ go?

BrochuresBrochuresAdverts masquerading as editorial articlesAdverts masquerading as editorial articlesAdverts pretending to be information Adverts pretending to be information

resourcesresources

Summary.Summary.

See representatives if you wish See representatives if you wish View information objectivelyView information objectivelyAsk for further informationAsk for further informationColleagues use MI as an Colleagues use MI as an

independent information sourceindependent information sourceThat independent knowledge That independent knowledge

source is YOUsource is YOU