The Organisation of Pharmaceutical Producers of India (OPPI) has warned its members of sanctions if they choose to violate the newly introduced code of marketing practices, which among others strictly banned financial incentives in kind, or cash to the doctors in exchange of promoting their drugs.
The OPPI, in its revised code of pharmaceutical marketing practices, has asked its member firms not to extend financial benefits including grants, scholarships, subsidies, support, consulting contracts, educational or practice related items to a doctor in exchange for prescribing, recommending, purchasing, supplying or administering products or for a commitment to do so. The ethical code aimed to ensure maximum benefit to the patients and proper practice of medicine.
``Promotion should encourage the appropriate use of pharmaceutical products by presenting them objectively and without exaggerating their properties,'' it said.
Besides calling for transparency, consistency of promotion and framing rules on sampling, it also sets guidelines for the use of internet in the promotion of products, taking into account of the latest advancement in the tools of information.
However, the thrust of the code was on the interactions and sops for the doctors. It lays down strict guidelines on sponsoring doctors for foreign trips, seminars, hospitality, payment to speakers, entertainments and gifts.
``Payments in cash or cash equivalents like certificates should not be offered. Gifts for the personal benefit like CDS, DVDs, entertainment tickets, electronic items should not be offered. No stand-alone entertainment or other leisure or social activities should not be provided or paid for by the member companies,'' the code said.
The revised code significantly spelled some simple punishments up to sanctions against the erring companies and has put in place a system with appellate bodies to try the cases in a time-framed manner. Importantly, the complaint would be made public if the companies breached the code.