London Medicines Information Service (Northwick Park Hospital) - June 2008 Drug Promotion: The Pharmaceutical Representative. Making the most of Promotional Material. (All material available on NeLM)

London Medicines Information Service (Northwick Park Hospital) - June 2008 Drug Promotion – the Pharmaceutical Representative. Drug Promotion Drug Promotion NHS Standards NHS Standards ABPI Code of Practice ABPI Code of Practice Company Representatives Company Representatives The meeting The meeting Tricks of the trade Tricks of the trade Evaluating Product Information Evaluating Product Information Quiz Quiz

London Medicines Information Service (Northwick Park Hospital) - June 2008 Drug Promotion by Pharmaceutical Companies. Journal advertisements Journal advertisements Mailings Mailings Samples Samples Sponsored meetings Sponsored meetings Gifts Gifts Direct-to-consumer advertising Direct-to-consumer advertising Company representative visits Company representative visits

London Medicines Information Service (Northwick Park Hospital) - June 2008 NHS Standards. Commercial Sponsorship – Ethical Standards for the NHS (Nov 2000) Who is the guidance aimed at? Who is the guidance aimed at? Sponsorship, inducements and hospitality Sponsorship, inducements and hospitality Research and development Research and development Potential conflicts of interest Potential conflicts of interest

London Medicines Information Service (Northwick Park Hospital) - June 2008 Advertising Regulation. Advertising is regulated by a combination of: Statutory (legal) - Medicines and Healthcare products Regulatory Agency (MHRA) Statutory (legal) - Medicines and Healthcare products Regulatory Agency (MHRA) Self-regulation (codes of practice)- Association of the British Pharmaceutical Industry (ABPI) Self-regulation (codes of practice)- Association of the British Pharmaceutical Industry (ABPI)

London Medicines Information Service (Northwick Park Hospital) - June 2008 ABPI Code of Practice. Trade association representing manufacturers of prescription medicines. Trade association representing manufacturers of prescription medicines. Applies to about 75 UK pharmaceutical companies (60 non-member) Applies to about 75 UK pharmaceutical companies (60 non-member) Covers all areas of promotion by the pharmaceutical industry Covers all areas of promotion by the pharmaceutical industry Compliance with code is obligatory for members Compliance with code is obligatory for members Not legally binding Not legally binding Aim promotion of medicines to health professions and administrative staff is carried out in a responsible, ethical and professional manner. Aim promotion of medicines to health professions and administrative staff is carried out in a responsible, ethical and professional manner.

London Medicines Information Service (Northwick Park Hospital) - June 2008 Code for Representatives. ABPI Code of Practice (Clause 15) - covers oral information, as well as written ABPI Code of Practice (Clause 15) - covers oral information, as well as written Must be adequately trained Must be adequately trained Must not give misleading information Must not give misleading information Must not offer inducement to gain interview e.g. fee Must not offer inducement to gain interview e.g. fee Must not cause inconvenience Must not cause inconvenience Provision of hospitality Provision of hospitality

London Medicines Information Service (Northwick Park Hospital) - June 2008 Local Policies for Representatives. Local policies may exist relating to: Appointment system for meeting clinicians Appointment system for meeting clinicians Leaving samples of medicines Leaving samples of medicines Sponsorship of educational meetings Sponsorship of educational meetings Frequency of meetings Frequency of meetings

London Medicines Information Service (Northwick Park Hospital) - June 2008 Representatives Objectives. Sell company products Sell company products Inform and educate professionals Inform and educate professionals Gather information Gather information

London Medicines Information Service (Northwick Park Hospital) - June 2008 The meeting. Whats in it for me? Whats in it for me? Be selective Be selective By appointment with time limits By appointment with time limits Be in control Be in control Prepare standard questions Prepare standard questions Beware of bold statements & glossies (check evidence) Beware of bold statements & glossies (check evidence)

London Medicines Information Service (Northwick Park Hospital) - June 2008 Tricks of the trade. Appeal to authority Appeal to authority Bandwagon effect Bandwagon effect Appeal to pity Appeal to pity Red herring appeal Red herring appeal Appeal to curiosity Appeal to curiosity Testimonial Testimonial

London Medicines Information Service (Northwick Park Hospital) - June 2008 Evaluating Product Information. Are the claims backed up by evidence? Are the claims backed up by evidence? Are graphs/diagrams accurate and clear? Are graphs/diagrams accurate and clear? Be cautious of statistics and graphics Be cautious of statistics and graphics Beware of best – strongest – unique Beware of best – strongest – unique Request the original references Request the original references

London Medicines Information Service (Northwick Park Hospital) - June 2008 Points to consider: SSafety TTolerability EEffectiveness PPrice SSimplicity One STEP better?

London Medicines Information Service (Northwick Park Hospital) - June 2008 Summary. See representatives if you wish See representatives if you wish View information objectively View information objectively Ask for further information Ask for further information Colleagues will use MI as an independent information source – you. Colleagues will use MI as an independent information source – you.