Global Pharmaceutical Marketing: A Practical Guide to Codes and Compliance

Citation

Joonas, K. (2009), "Global Pharmaceutical Marketing: A Practical Guide to Codes and Compliance", International Journal of Pharmaceutical and Healthcare Marketing, Vol. 3 No. 1, pp. 84-85. https://doi.org/10.1108/17506120910948539

Global Pharmaceutical Marketing: A Practical Guide to Codes and Compliance explains that the pharmaceutical industry is permeated by firms with regional, international, and global operations. Promotion of products in this industry has been the subject of recent media scrutiny. In an attempt to enhance its public image, the promotion of pharmaceuticals has been regulated by external bodies, and internally through self‐regulation; each country has its own unique combination of the two. Self‐regulation is achieved through codes of conduct evolved by pharmaceutical industry associations at the national level. The diversity in codes results in a high level of complexity in the promotion of pharmaceuticals across national boundaries. Dr Judith Grice, with her grasp of codes and compliance, offers a road map for this wonderland of pharmaceutical promotion.

The book constitutes a digest of codes of conduct in 19 major markets for pharmaceutical products, and also covers the overall regulatory framework. International codes of conduct covering the pharmaceutical industry are also included. Dr Grice offers some disclaimers regarding the book. For example, it is not intended to substitute reading and understanding the codes in the original; it does not serve as a certification and approval instrument; nor does it purport to be a comprehensive guide to the rules governing pharmaceuticals promotion.

The initial three chapters cover the planning stage with Chapter 2 describing core promotional campaigns and Chapter 3 addressing promotion at international congresses, booths, hospitality, and symposia. Chapter 4 describes an approach to planning advisory boards, and includes topics like consultancy agreements and payments, selection and invitation of members, number of advisory boards, content of their meetings, and hospitality during meetings. These chapters offer both a broad perspective and some brass‐tacks information for planning. The legal regulatory and self‐regulatory framework for each of the 19 countries, along with a bird's eye view of the balance between them, is contained in Chapter 5. These countries include India, Brazil, Australia, Turkey, and the Triad countries.

In Chapters 6‐11, Dr Grice discusses specific subjects – the FAQs of self‐regulatory codes. These include the following:

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  Basic principles speak to substantiation, comparisons and hanging comparatives, superlatives, definition of “new,” side effects or contraindications, false or misleading claims, company‐commissioned articles and papers, good taste, disguised promotion, and imitation of competitors' products/trade names.

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  Gifts, sponsorships and payments include gifts, competitions, charity donations and grants, medical and educational sponsorships, goods and services, payment for services, and samples.

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  Events and hospitality cover topics such as permitted individuals, purpose of attendance, accommodation, food and drink, travel, and entertainment.

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  Printed and promotional materials deal with full and reminder advertisements in journals, and basic principles for printed materials.

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  Internet and electronic communication media is a topic that is further divided into internet and audiovisual material, and e‐mails and faxes.

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  Market research and clinical research include post marketing surveillance, seeding and switching trials, equivalence trials, and doses. It may be noted that, although research is not strictly a promotional activity, it tends to influence commercialization of pharmaceutical products. Dr Grice makes a strong case for reserving research for altruistic, and not a marketing purpose.

The self‐regulatory codes and overarching codes are merged in a common structure, and under each subject, a brief summary is provided. An appendix for contact information for each country is an inclusion useful for promotional staff seeking further information. A list of references, and a section for abbreviations used, completes the work. These are some of the features that make the book one of practical interest, a value added product rather than a mere compendium of facts.

The book appears to view global pharmaceutical marketing through the lens of European‐based firms with pan‐European, international and global operations. It excludes any mention of the regulatory status quo in Africa, and much of South America and Asia. The omission of big emerging markets such as China, Indonesia, South Korea, South Africa, Argentina, and Poland from the purview of the book seems anachronistic. Moreover, no code of conduct could be located for Mexico, a country especially significant for two reasons: it is a member of the North American Free Trade Association, and a pharmaceutical “gray market” for US consumers affected by high‐healthcare costs. In addition, some information contained in the book, and duly highlighted, was felt to be useful to readers, but included with neither source verification nor any reference. Above all, “this book is […] my [the author's] interpretation and summary of the national codes, and is not intended as a verbatim copy of all the codes” (p. 3). Despite these limitations, the book serves as a “digest” for professionals involved in the conceptualization, production, evaluation, and approval of pharmaceutical promotional campaigns.