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Vol 274 No 7347 p514
30 April 2005

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News feature

Parliamentary committee recommends overhaul of pharmaceutical promotion

The Health Select Committee’s report “The influence of the pharmaceutical industry” was published earlier this month. Dawn Connelly (on the staff of The Journal) finds out which of its recommendations are relevant to pharmacists and what happens to the report following the general election next week


Health Select Committee

The Health Select Committee is appointed by the House of Commons to examine the expenditure, administration and policy of the Department of Health and its associated bodies.

Following an inquiry, the committee publishes a report that sets out its views and usually makes recommendations to the Government. The Government is expected to respond within two months, setting out these recommendations as accepted or rejected, with explanatory notes.

Parliament was dissolved on 11 April. A new select committee will be set up some weeks after the return of Parliament following the general election on 5 May.

Limits should be set on the quantity of promotional material that prescribers receive, particularly within the first six months of a product’s launch. So says the House of Commons Health Select Committee in its report on the influence of the pharmaceutical industry, published earlier this month.

“Doctors are deluged with promotional messages following the release of a new medicine, and nurses and pharmacists will increasingly be so in the future,” says the report. It suggests that inexperienced doctors are ill-equipped to cope effectively with promotional material and that stricter controls are needed regarding the promotion of new products by drug representatives to these doctors, as well as to pharmacists and nurses.

Jonathan Underhill, assistant director of education and development at the National Prescribing Centre, says that although some health care professionals are good at evaluating information, whether it be promotional material or journal articles, others are not as critical as they should be. “People need to become more aware of the tactics that are used to get a message across, not only by the pharmaceutical industry but by the media, too,” he says.

He agrees with the committee’s recommendation that the volume of promotional material is too high. “An information explosion has occurred and adding to the ‘noise’ of the information that people are receiving is not helpful,” he says. “At the moment there is a lot of non-POEM (Patient-Oriented Evidence that Matters) promotional material out there and a lot of it is either misleading or just adds to the noise.”

The Association of the British Pharmaceutical Industry believes that the volume of promotional material given to prescribers following the launch of a new drug is appropriate. A spokesman for the ABPI comments: “It is important that health care professionals are aware of what new products are available on the market to help people with their various conditions. Obviously the first six months is the most important period so that everyone is aware of what there is around and can decide if it is appropriate [to prescribe] for the people they are seeing.” He adds that, compared with other countries in Europe, the UK has the poorest uptake of new medicines during their first five years on the market. “Why do we need to impose more restrictions to push us even further down the league in the uptake of new medicines which, at least potentially, offer greater benefits than older medicines,” he asks.

The committee also recommends that consideration should be given to limiting who can prescribe a drug in the two years following its launch. “Drug and therapeutics committees would be well placed to implement this,” says the report. It suggests that prescribing rights could be extended after evaluation of the value of the product in clinical practice by the Medicines and Healthcare products Regulatory Agency or the National Institute for Health and Clinical Excellence.

In the report the committee expresses concern that there is a lack of independent information and advice available to prescribers and recommends that the Department of Health investigates ways of making drug and therapeutics committees of a uniformly high standard so that they can carry out this educational role. Although there is no acknowledgement in the report of the role that pharmacists currently play in providing independent guidance for prescribers, it does recommend that “specialist pharmacists” are included on drug and therapeutics committees. “Ideally, new drugs should not be prescribed until they have been approved by such a committee. New drugs that might represent significant advances should be fast-tracked through these committees,” says the report. It adds that formularies established by these committees should be shared with local primary care trusts so that they can be adopted by the whole local health care community.

The report also addresses the issue of prescribers being influenced by the hospitality they receive from drug companies, for example attendance at conferences and industry-sponsored continuing education events and payment of “key opinion leaders” to speak and write about products on behalf of drug companies.

The committee recommends that professional bodies, including the Royal Pharmaceutical Society, maintain registers of interests for their members. These registers should list substantial gifts, hospitality and honoraria received and should be available for public inspection. It says that professional bodies should issue advice to their members about the levels of payments and hospitality that are considered to be acceptable.

The recommendations made in the Health Select Committee’s report will be considered by the next government following the general election next week (see Panel). The government will be expected to respond to the report within two months.

Recommendations of the committee on the MHRA

The MHRA is heavily criticised in the Health Select Committee’s report. The committee recommends that:

· An independent, wide-reaching and in-depth review of the MHRA is carried out to determine whether the processes it uses for decision making are adequate and reflect patients’ health needs and society’s expectations

· The MHRA publishes the material it receives from drug companies and the assessments it sends to advisory bodies

· The MHRA puts in place systems to audit randomly raw data submitted with licence applications and that the audit results are published

· The MHRA investigates more effective post-marketing surveillance systems and considers setting up such systems independently of the licensing authority

· The failings of the yellow card reporting scheme are addressed, including implementing country-wide patient reporting and improving rates of reporting by health care professionals

· The MHRA is given the same authority to propose restrictions on drug use as it has when approving drugs

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