Niamh MacMahon, comms manager at the Prescription Medicines Code of Practice Authority, urges PROs who work in the pharmaceutical industry to have a thorough understanding of the Association of the British Pharmaceutical Industry's code of practice.
In this week's video podcast MacMahon warns that a number of factors, including ‘high profile product withdrawals' and ‘allegations of excessive hospitality', have blighted the industry's reputation in the last decade.
‘It is perhaps more important than ever that pharma companies are seen to be promoting medicines in an entirely ethical and professional manner,' she says. ‘The code regulates the promotion of medicine to health professionals, and should be used as the basis for "whiter than white" communications strategies.'
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