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Revised PhRMA Code Provides a New Roadmap

By Debra Sydnor

Advances in medicine and science continue at a breakneck pace and the need to keep physicians and other health care professionals (HCPs) abreast of these advances will grow ever more critical. Providing physicians with up-to-date, accurate information about the medicines they prescribe clearly improves patient care and advances health care in general. Nonetheless, the public health need for informed and educated HCPs may, at times, create tension with the pharmaceutical industry's perceived drive for profits.

Some have reported that the pharmaceutical industry directs up to 90% of its $20-plus billion dollar marketing budget toward physicians. See, e.g., Troyen A. Brennan, et al., Health Industry Practices that Create Conflicts of Interest: A Policy Proposal for Academic Medical Centers,” JAMA, Jan. 25, 2006 at p. 430. Research indicates that the impact of gifts ' such as meals, conferences and other benefits ' on physician prescribing practices is a legitimate concern. See Ashley Wazana, M.D., “Physicians and the Pharmaceutical Industry: Is a Gift Ever Just a Gift?” JAMA, Jan.19, 2000 at pp. 373-380. Reports and study findings of this nature arguably create an “appearance of impropriety” that may be harmful to the professional image of physicians and pharmaceutical manufacturers alike, as well as impact public trust.

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