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DoP to meet stakeholders to finalise details on mandatory implementation of UCPMP
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Suja Nair Shirodkar
May 28 , 2015
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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.
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