Drug makers can promote information to patients for the first time

By Rachel

The European Commission recently announced legislative proposals aimed at ensuring everyone across the EU has equal access to reliable information on medicines, how and why they have been authorised, and how they are monitored. Once these proposals have been approved by the EU, pharmaceutical companies will be able to provide information on prescription-only medicines directly to patients – a first for the pharmaceutical industry.

The Commission advises that the information should be communicated through websites devoted to medicines, and through written answers to questions from patients and the general public. This is a logical step as studies have demonstrated that the general public are using the Internet more frequently to search for health-related topics. One study reported that, in 2008, 52 per cent of Europeans use the Internet for health-related research compared with 43 per cent in 2005. Therefore, there is a real need to provide patients, thier families and carers with accurate, up-to-date information on medicines from reliable Internet sources.

The Commission’s recommendations must not be misinterpreted as allowing direct to consumer advertising; this remains banned. In providing information to patients, pharmaceutical companies must ensure that it is non-promotional, fair and balanced. There will be a responsibility for communicators within pharmaceutical companies and those acting on their behalf to make sure standards are maintained and best practice guidance followed. With this in mind, a new code of conduct is called for. The Association of British Pharmaceutical Industries (ABPI) Code of Practice administered by the Prescription Medicine Code of Practice Authority (PMCPA) in the UK, provides an example of how promotion to healthcare professionals, the media and patients is effectively regulated. The new recommendations also call for additional guidance on how the Internet can be used by the pharmaceutical companies, an area that has previously lacked clear guidance, especially in terms of the social media such as blogs, forums, communities, wikis, etc.

With appropriate monitoring and regulations around how pharmaceutical companies communicate directly with patients, this legislation can only be a positive for patients and the pharmaceutical industry. It can help patients gain a better understanding of their health condition, the medications they are taking and potentially aid compliance.

Add comment December 17th, 2008