Increasing digitization of healthcare systems and the Uniform Code of Pharmaceutical Marketing Practices (UCPMP) both will act as a deterrent for pharma companies from resorting to unethical marketing practices, said Phanish Chandra, CEO, Docplexus, an online community for doctors.
“We have seen in the western countries, especially in USA with Sunshine Act, details of payment to doctors and their prescriptions are made public by digitization. Expert opinion suggests that there is a correlation between the increased digitization and ethical practices, as digitization of any information leaves a trace behind. Doctors and many pharma companies have started to realize that it is better for them to engage in ethical and lawful interactions than to have their reputation at stake,” said Chandra.
The Union government is now working to release the UCPMP. The mandatory code will replace the existing voluntary UCPMP.
Talking about barriers in implementation of UCPMP in the country, he said Indian pharma sector is highly competitive and dominated by the generics. For doctors and patients, there are numerous options for one single molecule or formulations for treating the condition. Head-to-head competition between pharma companies has created a condition where pharma companies have to increase their sales through prescriptions by hook or crook. That has led to a lot of unethical practices in this sector. These practices are age-old and unfortunately, pharma marketers have hardly thought about going beyond these practices. Many companies allow and in some cases doctors still want monetary compensation for the prescription they write. Unfortunately the practice is deep-rooted and that is why the resistance.
Many companies do not want to break away from these practices. This is predominantly because they do not see a viable alternative to these practices. However, in my opinion we feel that as “reputation” becomes the most important currency in this technology dominated world, many pharma players will begin to move away from these practices. Of course, UCPMP will give enough external push for them to be more agile and move away to ethical practices.
Replying to a query on how Docplexus, doctors' networking site, helps pharma companies comply with UCPMP, Docplexus CEO said “Docplexus having 1,50,000 doctors on board in India is focusing on creating awareness about impact of UCPMP in both pharma companies and doctors and, also providing them an option to communicate ethically. In the recent times, we have seen a big decline in the trust on both pharma and doctors community from public. It is evident from increasing attacks on the doctors even when the doctors are not at fault. I feel this is due to increasing trust deficit. Doctors have started to realize that “reputation” is their biggest asset and they want to protect it by working ethically.”
“What we offer to pharma companies is access to over 1,50,000 doctors in India to communicate their clinical insights. We are not a platform where we have pop-up ads of your pharma’s products neither we are a platform where we allow unethical promotions to take place. We communicate our knowledge to pharma companies regarding ethical marketing practices and help them for the delivery. We have provided different modes such as webinars, case discussions and articles.”