With Uniform Code for Pharmaceutical Marketing Practices (UCPMP) becoming a growing matter of concern for small scale pharma manufacturers, the Kerala Pharmaceutical Manufacturers Association (KPMA) has appealed the Department of Pharmaceuticals (DoP) and the Union Health Ministry to desist from implementation of the uniform code.

KPMA, in its memorandum to DoP, urged to allow to continue the current marketing practices rather than going to the extreme step of killing the small units. If stricter regulations are introduced, the small scale manufacturing companies in Kerala will perish gradually and they cannot escape from the new regulations ever.

Speaking to Pharmabiz, KPMA president K P Purushothaman Nambudiri alleged that the total pharmaceutical marketing system in Kerala has been spoiled by unethical marketing practices of myriad number of marketing companies which cannot be controlled by the drugs control department. The government decision to restrict all kinds of marketing activities including sampling and ban on sponsoring continuous medical education (CME) programmes to doctors will adversely affect the existence of the manufacturers. It is mandated that if the companies or the pharma associations are not implementing the new Code effectively, the government will make it statutory practices.

“Under the new Code, the drugs control department in Kerala will monitor the manufacturing companies strictly, so, they will be the losers in the race. The authorities will be unable to track the mushrooming of marketing companies and their unethical businesses. All the unscrupulous business practices are done by marketers only”, Nambudiri told Pharmabiz.

As per the DoP provisions, a medical representative must always maintain a high standard of ethical conduct in discharging their duties. They must comply with all relevant requirements of the code. The code mandates that a drug must not be promoted prior to receipt of marketing approval by the competent authority. Claims for the usefulness of a drug must be based on an upto-date evaluation of all the evidence.

The sample packs for doctors should be limited to prescribed dosages for three patients for required course of treatment. Any such supplies must be in response to a signed and dated request from the recipient, the new code demands.