Joint HCEA/IAEE Webinar Delves Into Revised PhRMA Code

Do healthcare professionals really know about the recently revised PhRMA Code?  What are some early examples of how the code is being interpreted?  These questions and more were dissected during a November 11 interactive webinar panel discussion, hosted jointly by HCEA and the International Association of Exhibitions and Events (IAEE).  The instructive webinar zeroed in on how the recent revisions to the code, which go into effect January 2009, might affect healthcare conventions. 

The webinar featured panelists Randy Bauler, CEM, Corporate Relations and Exhibits Director, American Association of Critical-Care Nurses; Peggy Furman, Associate Director, Novartis Pharmaceuticals Corp.; and Christina Rayzis, Exhibit Manager, American College of Physicians.  Eric Allen, Executive Vice President, HCEA, moderated the discussion.

The panelists discussed whether healthcare professionals are aware of the revised code and how it can impact their experiences at healthcare conventions.  Bauler and Furman said that many healthcare professionals initially learned about the original PhRMA Code through interactions with healthcare exhibitors, but that there were many healthcare providers who still didn’t know about the code, let alone the latest revisions.  Educating healthcare professionals about the revised code is critical, especially since it has the potential to affect them directly (e.g., “reminder” giveaways are no longer allowed).

Another part of the webinar discussion centered on how healthcare associations are reacting to the stricter provisions of the code.  Bauler said that, as an association professional, he believes his role is to inform exhibitors and healthcare attendees about such provisions in the revised code and to offer best practices.  However, the panelists discussed that it is not the association’s responsibility to interpret the code. 

Some of the discussion focused on whether the new revisions will impact how associations recognize conference sponsors.  Rayzis raised an example about healthcare companies sponsoring conference bags with their company logos on them.  Does the new rule on giveaways affect, or possibly prohibit, this kind of sponsorship, or does the rule only apply to bags handed out from exhibit booths?  Another related effect for associations is the potential for healthcare product companies to ask for associations’ conference budgets and post audits in order to measure how their support dollars are being used at healthcare conventions.

Bauler said, “I can’t believe these rules will create empty aisles,” adding that there are still items (e.g., items of educational value for physicians and patients) that can be given out at exhibitions.    

Furman explained that the code provides an opportunity to bring healthcare providers to exhibits for “a different kind of education.”  It was reported that some exhibitors have already reacted to the increased restrictions by including more interactive activities in their booths to engage healthcare professionals.  Regardless, it will still take much communication, cooperation and flexibility between industry and associations to continue demonstrating that healthcare exhibits are an ideal venue for educating healthcare providers about potentially life-saving therapies.

In-depth discussion of the revised PhRMA Code will be a highlight of HCEA’s 2009 Healthcare Convention Marketing Summit, to be held January 22 in Boston.  An expert panel of healthcare professionals from multiple disciplines will answer questions about how the code affects them.  Also, the Summit will include a workshop that specifically addresses the changes to the PhRMA Code.  Click here to register for and get more information on the 2009 Summit.