About the ABPI
(Chapter 14 - Smart guide to becoming a medical sales representative)

The ABPI is the governing body which monitors closely the activities of the Pharmaceutical industry. The way it does this is by setting up a Code of Practice. All representatives need to take and pass their ABPI exam, within a year of being employed within the industry.

The exam is divided into two papers, one covers anatomy and physiology the other covers a specialist subject area, normally chosen by the reps company. This subject normally tends to be one that the representative has most experience selling in, so it can range from any of the following, Cardiology, mental health, dermatology or contraception to name a few.

Then aim of the Code of Practice is for the pharmaceutical industry is to ensure that the promotion of medicines to health care professionals and appropriate administrative staff is carried out in a reasonable, ethical and professional manner.

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.'

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