GSK with new business model for the pharmaceutical industry

GSK first in New Zealand with new business model for the pharmaceutical industry

Delivering on its commitment to increase transparency and introduce a new model for medical education

GSK is leading the pharmaceutical sector by being first in New Zealand to introduce a new framework for its medical education program and interactions with healthcare professionals to increase transparency.

The 3 key changes which come into effect on January 1st 2016 represent a fundamental shift in the GSK business model.

1. Increasing peer-to-peer discussions with GSK medics: As technical experts on our medicines and vaccines we’re responsible for explaining them. We have increased the number of our medical team to provide educational support.

2. Moving to independent medical education: Medical education will continue to be supported by GSK where educational gaps are identified and independent third parties have robust propositions to address them. The main change is that this support will now be at “arm’s length” via medical education partners with no involvement from GSK.

3. Stopping direct payments to healthcare professionals: GSK has now phased out direct payments to healthcare professionals to speak on GSK’s behalf about our prescription medicines and vaccines or the diseases they help to treat or prevent. Instead GSK medical staff, as experts on our products, will have an increased role in external communication.

According to Dr Ian Griffiths, Medical Director of GSK New Zealand Pharmaceuticals, these changes are the latest steps in a decade long journey to renew GSK’s business model.

“In order to make informed decisions about patient care, doctors want access to high quality information. When it comes to GSK medicines and vaccines, and particularly new medicines and vaccines, the subject matter expertise and therefore the responsibility to communicate lies with us.

“Whilst we implement innovative ways to meet the information needs of doctors we need to be mindful that information provided by industry may be perceived as conflicted. We have found that, whenever questions are raised about HCPs receiving money from pharmaceutical companies, there is a perception that inappropriate prescribing may result. We believe that every patient should get the right medicine for their condition. We want as many healthcare professionals as possible to have access to the most current, fair and balanced information they need to choose the right treatment for their patients.

“Strengthening the GSK medical team is an important step in responding to this concern. Increased transparency around GSK’s promotion of product or third party independent medical education are further steps in the right direction.

“In all of our interactions with healthcare professionals, our priority is to be transparent, operate with integrity, and always put the interests of patients first,” said Dr Griffiths.

In addition, from July 2014, no GSK medical representatives have been financially incentivised on individual sales targets. Our medical representatives are now incentivised based on their technical knowledge, the quality of service they deliver to doctors to support improved patient care and a broader set of business performance measures.

Healthcare professionals will remain valuable partners for GSK in the long term in our endeavours to bring new medicines to New Zealand patients. We will continue to work with and to pay fair market remuneration to doctors and academics for non-promotional activities such as clinical research, provision of expert advice or insights via market research.

ENDS

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