Campaign to raise awareness of pharma code of conduct
pharmafile | January 20, 2006 | News story | Medical Communications |Â Â Â
The UK pharmaceutical industry's newly re-drafted code of conduct is to benefit from a PR campaign to promote awareness of its exacting standards.
The Association of the British Pharmaceutical Industry (ABPI) has appointed PR company Sante to co-ordinate the promotional campaign, after research found many stakeholders such as doctors and patient groups were unaware of the codes' existence, or ill-informed about what it covered or how it worked.
Sustained criticism of pharma's practices prompted the ABPI to review its Code of Practice, including tightening up of hospitality rules for doctors and faster rulings when complaints are made.
Due to be launched in April, the ABPI says the campaign will be 'multi-faceted' and will aim to improve understanding between the industry and its stakeholders.
The Code for ethical standards has been in place since 1958, but the campaign will be the first of its kind.
The ABPI's director of public affairs Ben Hayes said the awareness campaign was really timely and added: "This industry is dedicated to improving the health and wellbeing of people by developing and marketing prescription medicines."
Hayes said the revised code incorporated many changes of which the industry and its suppliers, such as communications agencies, needed to be aware.
"It is essential that those who interact with us understand that, as an industry, nothing less than the highest ethical standards will be acceptable," said Hayes.
"The way the industry promotes its medicines has sometimes been criticised, and this new Code is designed to prevent unethical and inappropriate promotional practices."
Sante was appointed following a pitch last year, with the remit to raise awareness of the Code amongst clinicians, patient groups and others such as PR agencies.
"Sante has developed a really innovative programme of activities for us and, clearly, the agency understands the sensitivities and issues the industry faces with a campaign like this," added Hayes.
Sante's managing director, Liz Shanahan, and a four-strong team will lead the programme.
"This is a challenging and exciting remit," said Shanahan. "The industry is often perceived by media and clinical communities alike to be an aggressive oligarch and our experience has been the opposite. The depth and breadth of approval required for the shortest press releases might shock those outside the industry, but adhering to the Code of Practice is very important. "
"It's refreshing to see the industry plans to promote just how tightly regulated it is. This will greatly improve understanding between the industry and its stakeholders."
Some stakeholders – such as Drugs and Therapeutic Bulletin editor Ike Iheanacho - have expressed their dissatisfaction, saying the new Code doesn't go far enough in cracking down on industry misconduct.
Despite the persistence of criticism from some quarters the industry has successfully managed self-regulation through the Code and hopes to build a more open relationship and improve communication with stakeholders.
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Friday , January 21, 2005
