VIEWPOINT with Niamh MacMahon: Pharma PROs must be wary of code of practice

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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.'

Click here for the WMP version of this week's ViewPoint (PC)

Alternatively, click here for the QuickTime® version (Mac)

In association with Radio Lynx CONTENT T 020 7349 2020


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