Department of Pharmaceuticals (DoP) will meet stakeholders from the pharma and medical device industry on June 3, to finalise the matters pertaining to guidelines for the uniform code of pharmaceuticals marketing practices (UCPMP). The aim behind this meeting is to review and take a call on mandatorily implementing the norms for ethical marketing practices in these sectors, so as to curb the uncontrolled deceitful means adopted by some companies to market their products among medical practitioners.

In 2014, DoP had issued the UCPMP to be voluntarily adopted and complied with by the pharma and medical device industry for a period of six months with effect from January 1, 2015. As per the UCPMP, no gifts, pecuniary advantages or benefits in kind may be supplied, offered or promised to persons qualified to prescribe or supply drugs, by a pharma or medical company or any of its agents i.e. distributors, wholesalers, retailers, etc. Gifts for the personal benefit of healthcare professionals and family members (both immediate and extended) (such as tickets to entertainment events) also are not to be offered or provided.

Experts strongly feel that this is a well thought out move essential to ensure fair playing ground for all the stakeholders involved in the business.  Especially since there had been a sudden surge within the industry, where not only the MNCs but also big domestic pharma manufacturers were also found resorting to unfair marketing practices to lure medical experts and practitioners opinion favourably.

Ironically, it has been observed that even now it is being practiced on the pretext of medical exhibitions and seminars, wherein the doctors and their families are rewarded through paid trips and gifts of extravaganza, in spite of the court's direction to follow otherwise. Sources from the pharma industry informed that manipulation through this means has been taking a toll on the small and medium scale companies, since they did not have the resources to spend like their large scale or MNC counterparts to buy approving opinions for their products. This is in spite of the fact that they too have equally good and efficient products as the others.

In fact some experts point out that the practice is even killing the reputation of the industry as patients and society in general tend to believe what the so-called paid experts recommend. Repeated marketing by these practitioners even force the other genuine doctors and healthcare experts to think otherwise based on popular opinion.

Rajiv Nath, forum coordinator of AIMED pointed out that they fully stand by the government in this move as it will help in curbing this practice that has been corrupting the whole system from within. He informed that though this problem was predominately affecting pharma industry earlier, it has slowly started seeping into the medical device sector as well.

"We are already seeing damaging effects of this highly opinionated ratings and recommendations by these paid experts within the sector. MNCs are using their money and clout to further damage the industry, which is already struggling hard to survive under the throes of unfair market conditions. That is why we feel that it is important to have regulation to curb such activities, but at the same time there should not be a total ban on this, as we need to understand that presenting souvenirs to doctors and nurses are part of the educational system required for sensitizing them about the products available in the market. However clear cut guidelines need to be there to ensure that no one breaches the professional limit,” added Nath.