Pharmacy group details what drug reps can give physicians

The new guidelines, which take effect July 1, also define consulting relationships.

By Andis Robeznieks, AMNews staff. May 27, 2002.

Box scores and opera boxes are out. Pizzas and boxed lunches are in.

Leaving no room for ambiguity, a new professional code of conduct for drug-company "detail men" (and women) prohibits using free tickets to entertainment venues to market pharmaceutical products.

"We now say all sporting events and theater tickets are out," said Jeff Trewhitt, spokesman for the Pharmaceutical Research and Manufacturers of America, a group representing about 80 leading drug and biotechnology companies. "The main focus [of a physician-pharmaceutical representative meeting] has to be on the product and not how the Cubs are doing."

According to Trewhitt, many people won't notice the difference.

"The two most common approaches are the office visit where the doctor says 'You have five to 10 minutes, make it good' -- that will continue," Trewhitt said. "And the 35- to 45-minute session over a pizza or hoagie lunch with all the health care professionals at the clinic discussing the product and asking questions, that will continue, too."

PhRMA's executive committee unanimously approved the marketing code in April. It takes effect July 1.

The code spells out how sales reps should interact with physicians and other health care professionals.

The code's main thrust is that the interaction must focus on the product and occur in a place conducive to the exchange of scientific information. This means no more "dine and dash," entertainment, sports tickets or spa visits. Also, gifts must be of minimal cost and have some value to patients. [...]