New marketing code

OB/GYN News, June 15, 2002 by Sally Peters

Interactions between pharmaceutical sales representatives and physicians or other health care professionals should benefit patients and enhance the practice of medicine. That's the mantra of a new marketing "code" that the Pharmaceutical Research and Manufacturers of America has issued to the pharmaceutical industry.

The voluntary code outlines what presentations or discussions shouldn't include--and what items may be offered to health, care professionals. For example, anatomical models used in, examination rooms are acceptable; VCRs or CD players are not. The Kaiser Family Foundation reports that 61% of physicians claim they've received perks from drug companies.