[e-drug] MJA - Doctors, drugs, information and ethics

["Ken Harvey" <k.harvey@latrobe.edu.au>]

E-DRUG: MJA - Doctors, drugs, information and ethics
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Dear colleagues,

The current issue of the Medical Journal of Australia contains an 
article titled, "Pharmaceutical advertisements in prescribing software: 
an analysis".

See: http://www.mja.com.au/public/issues/183_02_180705/har10263_fm.html

It also contains a thoughtful accompanying editorial, "Doctors, drugs,
information and ethics: a never-ending story" written by Tilman Ruff and
Hadia Haikal-Mukhtar which states,

	"In our view, Harvey and colleagues’ recommendation that
pharmaceutical promotion be eliminated from prescribing software is
justified".

See: http://www.mja.com.au/public/issues/183_02_180705/ruf10450_fm.html

You may also be interested in the appended media releases which support
this view.

This topic is to be further debated at:

# A public debate on pharmaceutical promotion in prescribing software at
HIC2005, July 31-August 2, 2005, see: http://hic.org.au

# The 3rd Annual Future of the Pharmaceutical Benefits Scheme on August
24-25, 2005, see: http://www.informa.com.au/pbs2005.

With best wishes,
Ken
-- 
Dr. Ken Harvey
http://www.medreach.com.au Mobile 0419 181910
<k.harvey@latrobe.edu.au>

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MEDIA RELEASE -  17TH JULY

DOCTORS REFORM SOCIETY

Sunday, 17 July 2005

Doctors call on government to control pharmaceutical industry advertising

"Evidence presented in today's Medical Journal of Australia that the
drug industry's advertising on doctors' prescribing software packages
breaches the industry's own guidelines should be a major concern to the
Federal Government," said Dr Tim Woodruff, President, Doctors Reform
Society.

"Treasurer Costello raised concerns before the last election about the
marketing of drugs like Celebrex and the huge cost blowout to the
Pharmaceutical Benefits Scheme related to this drug. But instead of
acting to control the industry, the Government has required that
patients pay bigger copayments."

"The drug industry is regulated by a self administered code of conduct
which has demonstrably failed," said Dr Woodruff.  "It's now time for
the Federal Government to act".

"Firstly the Government needs to directly regulate drug advertising and
marketing itself, rather than leaving it to a profit oriented industry
to self regulate," said Dr Woodruff. "This should include a ban on
advertising on prescription writing software."

"Secondly, it needs to compete with the $1 billion marketing budget of
the industry which aims to get doctors prescribing the most expensive
newest drugs even when there are cheaper and effective alternatives.
Currently the Government spends an efficient and effective $20 million
per year on drug education for doctors. But the huge yearly increases in
the cost of the PBS indicate that this paltry amount, just one fiftieth
of the industry's spend, simply doesn't compete."

Dr Tim Woodruff
President
Doctors Reform Society
Ph 0401042619

Dr Peter Davoren
Queensland President
Ph 0416187390
--------------------------

ACA MEDIA RELEASE: SUNDAY JULY 17

Just say no to drug advertising!

Consumers want ban on advertising in medical software

Pharmaceutical promotion in doctors' prescribing software must be
banned because it influences prescribing habits and places pressure on
the public purse, says the Australian Consumers' Association (ACA).

ACA General Manager Policy and Campaigns Gordon Renouf said:
"Advertising was not permitted when doctors prescribed using paper
script pads. Now they are faced with a barrage of drug ads every time
they use their prescribing software."

The ACA is concerned that this form of intrusive advertising leads to
Pharmaceutical Benefits Scheme cost blowouts, as doctors who are
subjected to the advertising are persuaded to prescribe more or
expensive drugs,"

Research published in the latest issue of the Medical Journal of
Australia suggests many ads do not comply with the Medicines Australia
Code of Practice, including breaching the requirement that ads are not
misleading."

The ACA has just written to the Federal Treasurer and the Minister for
Health calling for a ban on pharmaceutical promotion in doctors'
prescribing software.

"The advertising cannot be turned off by the doctor. Pharmaceutical
promotion in prescribing software occurs at the time of
physician-patient decision-making, all-day, every day. It is likely to
be much more powerful than promotion in medical journals, gimmicks and
give-aways."

Mr Renouf said doctors have enough to think about without being
confronted by advertising for specific products.

"The last thing we need in Australia is to start down the slippery
slope towards the US free for all with drug advertising practices," he
said.

He added that many doctors were uncomfortable with the advertising
software

Mr Renouf said the ACA also remained concerned about the marketing
practices of some drug companies, and the inadequate regulation of drug
marketing.

"At present there is no adequate system in place to punish drug
companies who push the envelope in terms of drug marketing. The
industry's own Code of Conduct has failed," Mr Renouf said.

"The current maximum fines are just not adequate in the face of the
large profits that can be generated by aggressive drug promotion. There
are repeat offenders who have breached the code of practice laughing all
the way to the bank while continually breaking the rules."

Mr Renouf said while some companies were trying to do the right thing,
others appeared to flout the Code.

"An industry that spends 2-3 times as much money on marketing as on
research and development distorts the information flow to health
professionals and consumers. It creates unhealthy and expensive
prescribing habits and supports unrealistic consumer expectations of a
'pill for every ill'".

For further information, please phone Gordon Renouf on 0409 101 898.
ACA media contact- Lisa Tait 0425 296 442.

Gordon Renouf
Manager, Policy and Campaigns
Australian Consumers Association
ACN 000 281 925
57 Carrington Road
Marrickville NSW 2024

Phone: 02 9577 3399
FaxL (02)  9577 3377
www.choice.com.au
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