The updated code also emphasizes that drug companies should separate any funding they provide for continuing medical education from their sales and marketing departments. It notes that the funding should support education “on a full range of treatment options and not to promote a particular medicine.”
PhRMA said meetings between sales representatives and doctors should be focused on informing health care professionals about products, sharing scientific and educational information and supporting research and education.
The new rules take effect January 1, 2009.
According to Angela Hill, owner of strategic branding agency Incitrio, “This is a huge opportunity for the Pharma industry to reposition themselves as a whole. Those companies that jump in first and focus on authenticity and integrity as core brand values will be able to position themselves as thought leaders and gain significant market share.”