As from January 2009, the Pharmaceutical Research and Manufacturers of America (PhRMA) Code governing interactions between pharmaceutical companies and healthcare professionals will no longer permit the distribution of items (such as branded pens) which do not advance disease or treatment education.

The code prohibits entertainment and recreational items (e.g. theatre and sporting events tickets) and tightens the existing regulations with regard to consultants and speakers. Such developments may therefore have important implications for how you allocate your medical communications investment irrespective of where you may be located.

Education and scientific support are now the watchwords.

One major consequence of this is a need for pharmaceutical companies to focus even more strongly on elements such as publications planning and the involvement of thought leaders in advising healthcare professionals about the benefits and risks of their brands and thus help to advance appropriate patient use.

How quickly an individual company reacts to this new environment will determine whether such changes in the PhRMA Code become an opportunity or a threat. There will be winners and there will inevitably be losers over the next few months!

In order to assist you in ensuring adherence to the updated PhRMA Code, Meridian HealthComms has developed a slide set summarising concisely the major changes to the Code and its implications (View sample slides). If you would like to receive a copy of the full slide set please contact steve.lawrence@meridian-health.com.