Healthy Skepticism Library item: 19946

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

Publication type: Magazine

Fleming K
GPs sceptical of pharma info
Medical Observer 2006 May 124

Full text:

GPs are cynical about the information they get from pharmaceutical companies, market research has revealed, in a week that saw the medical profession accused of being on the industry’s “gravy train”.

Qualitative research, conducted by the advertising agency H&T, also showed GPs were increasingly cynical about clinical trials, including who was behind them, and were able to interpret results for themselves.

The analysis, presented at a conference in Sydney last week, came as the spotlight fell on the “benefits” pharmaceutical companies gave to doctors.

The issue surfaced after the Australian Competition and Consumer Commission (ACCC) said it had “real concerns” about the enforcement of the Medicines Australia code of conduct, which governs the relationships between pharmaceutical companies and health professionals.

The ACCC said heavy fines did not appear to be imposed in any circumstances, and even companies who repeatedly breached the code were not given penalties that reflected their behaviour .

Medicines Australia contended that corrective advertising was a stronger deterrent.

The ACCC granted the code interim authorisation on the condition that companies were subject to checks on educational meetings and events for doctors, including venues and meals.

Criticism of the code promoted the Australian Consumers’ Association and Doctors reform Society to demand the government step in to protect patients from inappropriate prescribing by doctors who had been “wined and dines”.

The AMA called for doctors to disclose any relationships with pharmaceutical companies. Its Council of General Practice chair, Dr Rod Pearce, said GPs were less of a target for inducements than specialists but still needed to be clear with patients about any influences.

Changes to the code meant that doctors could only receive work-related ‘gifts’ from pharmaceutical companies. Gifts such as beach towels were not considered acceptable.