Code of Conduct - Question & Answers

7a. Gifts - May 2005
 
Question 1:
I am currently in discussion with a pharmaceutical company to implement a patient awareness program on diabetes.

One idea that came to mind was to use a novel media (Aquamedia). This media would provide us the opportunity to appropriately target our audience in the healthcare setting. We would distribute complementary bottle of spring water to patients waiting for their appointment. The bottles would be placed on a display in physician's waiting room (following authorization from physicians). The water bottle would display a label that would raise awareness of a disease state and/or prompt patients to take action in relation to specific disease condition or could otherwise be used as DTC advertising. Content of label would be developed within PAAB guidelines.

Would PAAB and Rx&D consider this medium as a breach of their codes i.e. Rx&D (7A.1.2) - (11).
For more information on this new media you can access www.aquamedia.bz

Response:
In complying with Section 7A. Gifts of the Code of Conduct, this Novel Media is a form of gift, which is not allowed under the Code.