Pharmaceutical marketing to physicians: Free gifts carry a high price

A drug industry trade group adds another voice to dropping extravagant gifts to doctors.

Editorial. June 10, 2002.

The AMA last year stepped up promotion of its long-standing ethical standards that greatly limit what gifts physicians should accept from industry. Now the pharmaceutical industry has issued its own useful guidelines aimed at curbing the unnecessary and troubling practice of treating physicians to fancy food, entertainment and more.

These welcome new standards, effective next month, are from the Pharmaceutical Research and Manufacturers of America, the trade group that represents leading prescription drug and biotech firms. The guidelines are closely in synch with standards put forth in 1990 by the AMA Council on Ethical and Judicial Affairs that were revisited and clarified in 2000.

Such standards are needed because gift-giving inevitably raises concerns about conflict of interest. Even merely the appearance of improper behavior should be avoided.

While there is nothing wrong with a company wanting to get its message out, any interaction between a physician and industry should be based on what will benefit the patient. Hospitality such as gourmet meals (or even "dine and dash" take-out food), luxury gifts, tickets to sporting events and shows -- and certainly cash or gift certificates -- are inherently inconsistent with that aim.

Both sets of standards allow for modest meals under appropriate circumstances, such as a simple buffet lunch at a bona fide educational session. Also allowed are inexpensive items with a legitimate connection to medicine, for example, pens, note pads or even a stethoscope. Like the AMA guidelines, PhRMA also addresses the issue of speaker training and consultants, a particular trouble spot due to questionable cash payments and travel reimbursements. Those looking for a little more wiggle room in PhRMA's guidelines, compared with the AMA's, will find it. But for the most part, the two appear to complement each other well. [...]