• News
  • Columns
  • Interviews
  • BW Communities
  • Events
  • BW TV
  • Subscribe to Print
  • Editorial Calendar 19-20
BW Businessworld

Moving Towards Universal Code for Medical Device Marketing Practices

Photo Credit :

Focusing on the fact that medical device industry is an innovation driven industry and needs to work with medical practitioners as well as paramedical professionals in close proximity, a meeting was organised by Minister of Chemicals & Fertilizers Anant Kumar to discuss the Universal Code for Pharmaceutical Marketing Practices (UCPMP). Himanshu Baid, chairman of CII Medical Technology Division (CII-MTD) and Pavan Choudary, co-chair of CII-MTD participated in the event.
The gathering discussed the provision of current UCPMP not allowing industry to engage medical practitioner for continued medical education on latest technologies may be detrimental to the medical device industry.
Baid said, “Medical Devices have a short product life cycle (18 to 24 months) and have frequently upgraded versions. Every new product which comes into market requires physicians to undergo sufficient trainings. The proposed code shouldn’t constraint Industry’s ability to provide no-frills training to Medical Practitioners.”
Choudary said, “While CII-MTD welcomes any such code, at the same time we recommend that the code should be appropriate for medical device companies and industry practices, which are significantly different from pharma industry.”
He further added, “the code in its current form needs more discussion and clarity on research grants or other support funds be regulated by this code as well as product donation, which is needed and is not recognized and hence no provision made for allowing this type of donations as long as desired documentation is maintained by companies.” 
Baid concluded that CII-MTD will recommend a distinct marketing practices code for Medical Device Industry, which will support Training, Education and Awareness Programs that improve patient outcome and would be pleased to work with Department of Pharmaceuticals in developing an appropriate Universal Code for Medical Device Marketing Practices (UCMMP).