Common ethical code for sales promotion planned to check inducements to docs

New Delhi-A common ethical code of conduct for all pharmaceutical companies, instead of separate guidelines by different organisations for their members, is likely to be framed to check the increasing unethical trade practices in the name of sales promotions.

However, it may take final shape and can be implemented only after the ongoing elections. The Department of Pharmaceuticals has formed a panel, comprising representatives of different organisations, to work out the common code of conduct which will be binding on all companies, it is learnt.

A meeting convened recently by the Department Secretary, Ashok Kumar and attended by different pharma organisations and CEOs of member companies have decided to entrust the OPPI to take the lead in framing the common ethical code for marketing. A brainstorming session, involving experts and representatives of the industry, will be held by the end of May in Mumbai in the run-up to framing the code and the OPPI will compile the common code by obtaining guidelines from other associations.

The meeting is learnt to have discussed the different codes of conduct submitted by various associations as was desired in the first meeting in January. Pharma bodies like IDMA, IPA, OPPI and SPIC submitted their own set of codes for their respective members. However, the department was said to be keen on having a common code of conduct for all pharma companies in the country and strict adherence of it by all. The department also expressed keen desire for a suitable mechanism in this regard and hold quarterly review and deal with instances of misuse of promotional expenses.

The department took the initiative of holding the meetings on the subject of sales promotions after a series of newspaper reports exposed unethical trade practices by some pharma companies to induce doctors and the matter drew increasing concern from different quarters. The department wanted a mechanism for strict enforcement and wanted the associations to inform the public as to what steps were taken to remove the prevailing negative perception. It wanted all associations to adopt good standard operational procedures (SOP) by sharing the SOP prepared by the OPPI.

Pharma secretary Ashok Kumar, in the first meeting, wanted the companies to restrict their lavish spending as the extra promotional expenditure would have direct implications on the pricing of drugs and their affordability. Noting that it was creating an impression among on the minds of the public that such activities were carried out at their cost, he had warned that government would step in to check it and 'the industry will not find the measures to their satisfaction', if the associations did not set code for members. He also pointed out that the companies showed same promotional expenses in the case of both old and new products.