Industry unites to spread CoP word

Reps from 50 pharma firms were yesterday given a slightly different brief - to bombard doctors and other health professionals with information about the ABPI Code of Practice (CoP) that governs their work.

The initiative was part of `Code Day', designed to spread the word about the code, its provisions and how to make a complaint. Reps and other industry employees meeting with health professionals, patient organisations, professional bodies and the media were asked to dedicate some time to discussing the revamped CoP.

Recent ABPI research has found that 48 per cent of doctors interviewed were unaware of the CoP, while 86 per cent had no knowledge of how to make a complaint.

ìI will champion the new code of conduct to ensure that it raises the standard of healthcare in the UK even higher,î said ABPI president, Nigel Brooksby. ìThis industry-wide initiative symbolises our commitment to promoting the code more widely for the benefit of all patients.î

As part of Code Day, doctors were offered information leaflets which clarify the main provisions of the CoP.

Oliver Brandicourt, managing director of Pfizer UK said the firm had asked all its employees to participate to promote the CoP.

Code Day was coordinated by the ABPI and supported by the Medicines and Healthcare products Regulatory Agency, British Medical Association, Royal College of Physicians, Royal College of Nursing, NHS Alliance, and the Royal Pharmaceutical Society of Great Britain.