The pharma industry must do more to curry favour with doctors if it wants to improve its reputation, according to Eisai's European marketing director.
Speaking at the conference, David Impey labelled doctors an ‘often forgotten group', adding: ‘These are prescribers - they will defend [reputationally] "good drugs". We need to nurture them.'
More generally, he said the revised ABPI Code of Practice had ‘created a level of anxiety' across the pharma industry.
Impey said he was not in favour of US-style DTC ads for drugs, but added: ‘We should have debate about this more overtly.'