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Home » Articles » ABPI » About the ABPI About the ABPI
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About the ABPI (Extract from:
Smart
guide to becoming a medical sales representative
(Published
December 2006)
The code of practice affects every aspect
of a representative's work so it is something that should be in the forefront
of the rep's mind every day.
The Code of practice looks at:
-
Promotion
- Calls with customers-Frequency, Length and timing
-
Promotional materials
- Letters to customers
- Sponsored materials
-
Gift/competitions
- Medical and educational goods and services
- Samples
and stock
- Meetings-content, Attendees and venue
- Hospitality and
travel
- Materials
- Honoraria
The New ABPI code of practice -
2006
The new ABPI Code of Practice came into effect from January 1st
2006. What is important for you to be aware of at this stage is that the code
affects a number of areas of marketing and sales. The areas involved
are;
Marketing materials and mailings to
customers
'Promotional material must not be issued by a
pharmaceutical company unless the final material has been certified by two
senior officials of the company, one of whom must be a registered medical
practitioner or, in certain circumstances a pharmacist.
All promotional
material must be certified, including audio-visual and internet material and
representatives' briefing material. Certification also applies to meetings
which involve travel outside the UK, in this case, all of the arrangements must
be examined, including the programme, venue, anticipated cost and nature of the
hospitality.'
' The number of mailings about a particular medicine
which can be sent to a health professional each year is specified, as is the
number which can be sent in the six months following the launch of a new
medicine.'
Frequency of visits to customers in a
year
'A key factor for a representative is the handling of
appointments with health professionals. They must not use inducements or
subterfuge to gain an appointment, and should ensure that the frequency and
duration of calls do not cause inconvenience.'
Give away costs
and types of give a ways
'The Code clearly states that no gifts
are to be given to a health professional or manager as an inducement to
prescribe, supply, administer, recommend, sell or buy any medicine. A low value
promotional aid is one that has cost the door no more than £6. The
perceived value to the recipient must be similar. Items deemed as unacceptable
include those for use at home, such as table mats and road atlases. Acceptable
items include pens and diaries.'
All meetings to have a medical
component
This section has been reviewed and includes extra
information on hospitality as well.
'If meetings are sponsored, this
fact should be declared in all relevant documentation such as invitations. The
requirements are:
- Meetings must have a clear educational content.
- The venue must be appropriate; lavish or deluxe venues must not be used
and venues renowned for their entertainment facilities should be avoided
-
Subsistence (meals and drinks) must be secondary to the purpose of the meeting
and not out of proportion.
- Hospitality must not extend to a spouse or
similar unless that person qualifies in their own right as an attendee.
-
Spouses or similar, unless qualified as above, must not attend the actual
meeting or receive, at the company's expense and associated hospitality.
All representatives must have passed the ABPI examination. There are
no exemptions from the exam. This exam can be sat as a final exam or depending
on your company they may ask you to sit it in a modular
system
'All company personnel involved in promotion or in the
preparation of promotional material must be fully conversant with the Code,
representatives must take the ABPI examination within one year of commencing
employment as a representative and must pass it within two years of commencing
such employment.'
Further extracts from Smart guide to
becoming a medical sales representative
Smart
guide to becoming a medical sales representative
The Role
of the Medical Representative
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The
Author: |
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