Medical representatives banned from visiting doctors in govt hospitals

New Delhi: Medical representatives will no longer be allowed to meet doctors directly in central government hospitals, as the Centre has ordered banning their entry in hospital premises, with an eye on putting an end to unethical doctor-pharma nexus.

The Directorate General of Health Services (DGHS) has asked government-run hospitals to not allow medical representatives into hospitals; instead, it has said that if they want to share advances regarding any treatment, they can do it over an email or other digital media.

In an order dated May 28, the DGHS has instructed the head of institutions to give "strict instructions" in the matter to all officials and ensure strict compliance of the order. "It is requested to take necessary action in the matter and an action taken report may be furnished to this directorate," Sunita Sharma, director general of health service, stated in the order.

The move aims to prevent disruptions and prohibits attempts to influence doctors by gifts or samples, people in the know told ET. "Direct interactions between pharmaceutical representatives and doctors can compromise patient care. The government has, therefore, asked hospital heads to stipulate that any information on a new launch should be communicated via an email," said one person.

It is also believed that patients are left untreated as a majority of doctors' time is consumed by medical representatives who visit them to promote products.

"The pharma-doctor nexus is very well known. Government hospitals mostly cater to poor patients who come to these hospitals from far-flung areas. We don't want the time that the doctor should give a poor patient is consumed by a medical representative for his company's benefit," according to one government official.

Last year, the department of pharmaceuticals (DoP) notified the new Uniform Code for Pharmaceutical Marketing Practices (UCPMP), aimed at keeping unethical Practices in check.

The UCPMP established a framework for communication claims, educational activities, samples and other market initiatives. It laid down what activities are permissible and outlined a complaint procedure involving both industry associations and the DoP.

Pharma companies were earlier asked to explain why they need to offer gifts and free medicines as samples to doctors to promote their products, as part of a government's move to review the regulatory framework on marketing practices in the sector.