Healthy Skepticism Library item: 7484

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: Journal Article

Charatan F.
Drug makers end free lunches
BMJ 2007 Jan 13; 34:(7584):59
http://www.bmj.com/cgi/content/full/334/7584/64-a

Abstract:

The International Federation of Pharmaceutical Manufacturers and
Associations (IFPMA) has revised its code of ethics for the first time
in a decade. The new code bars gifts or money from the pharmaceutical
and medical device industries that could influence doctors’ choice of
drugs or devices they prescribe for their patients.

The 26 companies that belong to the federation, along with hundreds of
other drug makers, will be bound by the revised 21-page code.

Big pharmaceutical companies sponsor continuing medical education, free
meals, honorariums for lectures, and expenses for travel, and they give
away free samples of drugs through their sales representatives.

The IFPMA’s director general, Harvey Bale, said that the resulting
entanglement between the companies and doctors has become widespread and
has “not helped” the industry’s reputation. Studies have shown that the
relationships influence doctors’ prescribing behaviour (BMJ 2006;332:255).

Dr Bale said, “We need to make sure the product is the best product for
the patient, and it’s not influenced by gifts, and it’s not influenced
by hospitality or vacations.” The federation has assembled a network of
industry sources to monitor its members and a panel of compliance
experts to hear complaints and appeals, he said. Practices that violate
the code will be publicised.

The code of ethics limits pharmaceutical companies to gifts that are
related to work and of modest value, such as stethoscopes or medical
dictionaries. Arthur Caplan, professor of bioethics and director of the
Center for Bioethics at the University of Pennsylvania, strongly
objected to even this, saying these items should be banned too.

“There’s no reason to be giving away anything,” he said. “If they want
to have marketing and education separate, then leave aside the
stethoscope, key ring, or pen because that is pure marketing.”

The revised code also deals with the locations of medical and scientific
meetings. The code says these events should not be held in “renowned or
extravagant venues” and the hospitality should not exceed what doctors
would normally be willing to pay for themselves.

Professor Caplan said, “They used to have a fair number of what could be
described as junkets, so what they’re saying is, ‘Knock it off.’”

The new code does not regulate direct to consumer advertising or drug
trials, unless a violation of other principles is involved, Dr Bale said.