Pharma Defends Use of Swag -- Does Anyone Believe Them? Posted by schnro at 02/08/06 10:27 AM

An interesting editorial debate today in USA Today, with the paper taking the position "Gifts from drugmakers damage doctors' integrity" and Pharma, naturally, taking the opposite stand, "Our code is thorough, strict."

In its op-ed, Ken Johnson with PhRMA vigorously defends education and downplays gifts:

We understand such educational efforts, however, must be done in a way that makes it crystal clear: The ultimate goal is to improve patient care. That is why nearly four years ago, PhRMA adopted the voluntary Code on Interactions with health care Professionals. These guidelines outline permitted activities so the independent judgment of health providers is not compromised.

In fact, he doesn't even mention gifts except to talk about how they aren't permitted

The code states that expensive meals and lavish gifts for a physician's personal use are never appropriate.

or that most of the money spent marketing is:

more than $16 billion worth of free samples to physicians each year. These donated medicines are helpful to many patients and can serve as an essential safety net for uninsured or low-income Americans who might need them to cover their treatment.

It also plays the 'trust' card -- not Pharma's of course, since there's not a lot of public trust left for them -- but the trust we have for our doctors:

We also believe that doctors are fiercely independent and that their first concern is the best treatments for patients. It is hard to imagine that prescribing practices can be influenced by free pens and pads, or that doctors would choose an inappropriate medicine just because they spoke at a meeting of health professionals.

On the heels of the the JAMA article Pharma's defense of their practices seem ridiculous. As the USA Today editorial writers point out:

•Even small gifts such as pens, pads and meals significantly influence a doctor's prescribing.
•Doctors who request additions to standard hospital drug supplies are far more likely to have accepted free meals or travel funds from drug manufacturers.
•The rate of drug prescriptions by physicians increases substantially after they see sales reps or have other ties to drugmakers.
•The gifts contribute to the rising cost of care and spending on drugs. Newer, expensive drugs are prescribed when older, cheaper ones or generics may be just as effective.

As the evidence grows that Pharma gifts aren't good for health, as public opinion mounts against drug company practices, and as public trust continues to erode, you have to wonder how long these practices can continue.

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