The war of samples free and attentions to the doctors exposes to the laboratories of EE.UU to a rain of criticisms and investigations. Not but gratuitous dinners in restaurants fashionable or entrances for Broadway. Not but followed lunches of golf parties. But skiing excursions or you do not silverplate in stages. In order to silence to its critics and to avoid majors regulations, the pharmaceutical industry has decided to change the tactics of promotion of its products between the doctors. The 10 of July would enter use new you rule voluntary established by the laboratories leaders, that put you limit the gifts that the visitadores of companhias distribute between the doctors to influence their prescription of remedies. From now on, all the interactions of the industry with the CRM medical software deberan to benefit the patients and to hire practices of the medicine, according to the new norm. To flatter a replica in plastic of an ear or a lung that the doctors can use to instruct to the patient would consider suitable, but it sera not to flatter a sport purse or golf balls with the mark of medecines.
To that comes this impulse to moralizar the promotion tactics? The basic curtain is an increasing irritation by the high cost of the drugs. The sector is object of legislative investigations and a series of demands by causes that go from the patents to the publicities directed to the consumer. Until recently, the laboratories parecian impermeable to the bad publicity that it attracted to them, in the last five anhos, his war of flatteries. From 1997 the cost of the phamacists in events of marketing and meetings I duplicate myself fully, reaching 2,100 million dollars in the 2001. But now the high managers of the great companies decided to put the things in sequence, says Tim Margraf, of ImpactRX, a company/signature that analyzes the promotional cost of the pharmaceutical industry.
