Healthcare professionals fear that the new guidelines for uniform code of pharmaceutical marketing practices (UCPMP) issued by the Department of Pharmaceuticals would lead to manipulation in recording of actual sampling, according to an Ernst & Young survey.
About two thirds of the survey respondents said implementation of the uniform code is likely to change the manner in which pharmaceutical products are currently marketed.
“Along with the MCI (Medical Council of India) guidelines and code of marketing, India has adopted a two-tier approach that covers doctors and pharmaceutical companies operating in the country to create a transparent and ethical environment that will benefit consumers,” said Mr Arpinder Singh, Partner and National Leader, Fraud Investigation and Dispute Services, Ernst & Young India.
“However, our survey indicated that effectiveness of the code will be low in the absence of legislative support to the UCPMP committee,” he added.
According to the survey, healthcare professionals believed that record-keeping requirements defined in the code relating to distribution of free samples is expected to bring some amount of transparency on the number of units sampled. This will also identify names of medical representatives, the place, quantity and date of sampling, and beneficiaries of free samples.
“This will help to curb unethical practise in the guise of sampling,” said Mr Singh.
Lax MCI
On the other hand, the MCI has also added new regulations related to doctors' engagements with pharmaceutical and other allied healthcare-sector companies.
Nine out of ten respondents said pharmaceutical companies in India should focus on building robust internal controls system for ensuring compliance with the uniform code.
About 72 per cent of the respondents said the MCI was not stringently enforcing its medical-ethics guidelines and only 36 per cent of the respondents said the MCI's guidelines would have an impact on the sales of pharma companies.