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Last Updated on April 21, 2024 by The Health Master
Pharmaceutical Marketing Practices
Pharmaceutical Marketing Practices: In the vast landscape of healthcare, the pharmaceutical industry plays a pivotal role in providing essential medications and advancing medical research.
However, alongside its contributions to public health, the industry faces scrutiny over its marketing practices, often accused of prioritizing profits over ethical considerations..
In response to these concerns, the Government of India has introduced the Uniform Code for Pharmaceutical Marketing Practices (UCPMP) 2024, aiming to regulate and standardize promotional activities within the pharmaceutical sector.
Overview of the UCPMP 2024
The UCPMP 2024 outlines stringent guidelines aimed at promoting transparency, integrity, and ethical conduct within the pharmaceutical industry.
It covers various aspects of pharmaceutical marketing practices, including promotional materials, engagement with healthcare professionals, support for research, and handling of complaints.
It emphasizes the importance of promoting drugs in a manner consistent with regulatory approvals and scientific evidence.
It mandates that promotional materials should provide balanced, accurate, and verifiable information, ensuring that healthcare professionals are equipped to make informed decisions.
Regulation of Promotional Materials
The Pharmaceutical companies are required to base claims about the efficacy and safety of their products on up-to-date evidence.
Comparisons between drugs must be factual and fair, avoiding misleading or disparaging statements about competing products or healthcare professionals.
The promotional materials used by this healthcare products marketing companies must adhere to the standards of professionalism and good taste, respecting the expertise of healthcare professionals & patient care.
They should not disguise their promotional nature or imitate the style of editorial content.
The audio-visual materials used by the healthcare products marketing companies must be supported by relevant printed information to ensure compliance with the code.
Ethics in Interactions with Healthcare Professionals
Medical representatives are tasked with upholding high ethical standards in their interactions with healthcare professionals.
The MR’s must refrain from employing inducements or subterfuge to gain access to prescribers and ensure compliance with the code in all promotional activities.
The code allows for the distribution of informational items and free samples to healthcare professionals, provided they serve educational purposes and adhere to specified guidelines.
However, companies must exercise restraint in their provision of brand reminders to avoid undue influence.
Transparency in Continuing Medical Education
Pharmaceutical industry engagement with healthcare professionals for continuing medical education must be transparent and conducted within a defined framework.
Companies are prohibited from hosting such events in foreign locations, and the selection of participants and speakers must be based on the defined criteria.
Ethical Engagement in Research Activities
It has been observed that to encourage research and innovation, pharmaceutical companies may engage with healthcare professionals in research activities, but these activities should be subject to regulatory approvals and ethical considerations.
Such engagements should be transparent and ensure that patient interests are safeguarded.
The code in its essence is very clear and prohibits the offering of gifts, travel facilities, hospitality, or monetary grants to healthcare professionals for personal benefit.
Any engagement between pharmaceutical companies and healthcare professionals must be conducted with integrity and in compliance with tax regulations.
Establishment of Ethics Committees
All the pharmaceutical associations are required to establish an Ethics Committee for Pharma Marketing Practices (ECPMP) to handle complaints related to code violations to have stricter compliance which will be a Quasi-judicial system.
These committees are being tasked with ensuring impartiality and transparency in the resolution of complaints.
The complaints related to breaches of the code must be submitted in writing to the relevant Ethics Committee.
The authorities have designed the code with the process for lodging complaints is designed to ensure accountability and fair resolution of disputes thus maintaining the process more on self-declaration than policing.
Complaint Resolution and Enforcement
The Ethics Committees have been advised with regard to the complaints, to conducts a thorough investigation and render a decision within a specified timeframe to ensure timely complaint resolution which is critical for customer satisfaction because it demonstrates responsiveness and care, prevents dissatisfaction from escalating, and helps retain loyal customers by showing commitment to addressing their concerns promptly.
Remedial actions may include suspension from association membership, reprimands, or corrective statements issued by the offending entity.
Appeal Process and Final Resolution
The code envisages the entities found to have breached the code may face penalties such as suspension, reprimands, or corrective actions.
Wherein the statutory violations occur, the committees are empowered and may refer the matter to the appropriate regulatory authorities for further legal & penal action.
The code also empowers the parties dissatisfied with the decisions of the Ethics Committee give the right to appeal to an Apex Committee for Pharma Marketing Practices (ACPMP)..
The ACPMP ensures due process and provides a final resolution within a defined timeframe.
Conclusion
Thus, The Uniform Code for Pharmaceutical Marketing Practices (UCPMP) 2024 represents a significant step towards ensuring ethical conduct and transparency in pharmaceutical & medical devices marketing, by establishing clear guidelines, promoting accountability, and facilitating fair resolution of disputes.
The code aims to uphold the highest standards of integrity within the industry.
Moving forward, effective implementation and enforcement of the code will be essential to foster trust and confidence among stakeholders and safeguard public health interests.
DISCLAIMER: The views expressed are solely of the author and TheHealthMaster.com does not necessarily subscribe to it. TheHealthMaster.com shall not be responsible for any damage caused to any person / organization directly or indirectly.
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