ABPI gathers support for ‘Code Day’ initiative

The Association of the British Pharmaceutical Industry (ABPI) has rallied ‘nearly 50’ drugs companies for an initiative to promote the industry’s new code of practice to healthcare professionals.

'Code Day' will take place on 25 April and is being billed as a 'landmark' event for the drugs industry.

The companies taking part – which include 12 non-ABPI members – will get staff who have contact with health professionals, patient groups, professional bodies, the media, the public and MPs. These staff will 'dedicate time to discussing' the code – a revised version of which came into force in January.

The initiative, promoted by Santé Communications under MD Liz Shanahan, is backed by the Medicines and Healthcare products Regulatory Agency, British Medical Association and the Royal Pharmaceutical Society of Great Britain.

Research has shown that 48 per cent of doctors are unaware of the code.

Santé Communications was hired earlier this year to promote the code (PRWeek, 20 January).

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