"Historically, the relationship between the healthcare industry and healthcare professionals has come under severe scrutiny with concerns expressed by not only healthcare commentators but from within the professions and industry itself. The main area of contention is that the relationship has the potential to affect patient care as professionals may be unduly influenced by commercial considerations," explains Steve Speller, outgoing Chairperson of the interim board.
According to Speller, these concerns have severely undermined the reputation of both the industry and healthcare professionals, reducing the trust that serves as backdrop for advancing medical science and improving patient care.
"We have a mutual interest and responsibility to demonstrate that the relationship between the industry and health professionals is ethical and responsible. Supported by the respective codes governing the professional conduct of healthcare professionals, we should preserve their independence with the ultimate result being better patient outcomes," continued Speller.
The scope of the code includes advertising and promotion of medicines to healthcare professionals; advertising and promotion of medicines to consumers; advertising and promotion of medical devices and diagnostics; and code enforcement.
"Enforcement will be critical in ensuring the successful implementation of the code as it makes provision for a self-regulatory mechanism via the creation of the MCA. Encompassing broad representation of the organisations required to abide by the provisions of the code, a MCA Board has been elected today and will assume responsibility for the Authority's strategic direction, finances and governance," Speller explains.
The MCA is committed to ensuring that training and certification on the code is undertaken for employees of MCA members. Training on the code has taken place via face-to-face sessions based on an approved manual and eLearning programme.
A Code Technical Advisory Committee (CTAC) has also been formalised with representation from all associations that have signed the MCA Constitution. The Committee's main purpose will be to advise the MCA Board on technical and implementation issues.
"Interactions between the industry and healthcare professionals serve to advance science and ultimately improve patient care. The introduction of the SA Code of Marketing Practice will safeguard these interactions by ensuring ethical and responsible relationships between the industry and healthcare professionals," Speller concludes.
