Codebreaker

Are you playing by the rules? Returning old sales material

Dear Steve,

My company has sent me a list of sales material and told me to send it back to the office. They have given me new replacements, but the new material is not as good. I would like to carry on using the original leave pieces, etc. I am also worried that if I use the new material, my bonus is at risk.

Steve says:

I understand that it is sometimes difficult to see the relevance of a national (or global) strategy to your tactical local business needs, but part of being a professional representative is supporting the long-term strategy. Aside from all the implications about not following the marketing strategy, though, there are some very serious compliance considerations here.

As you know, before any material is sent to you for use with your customers, it undergoes a very stringent review by your company signatories. Amongst other things, this review makes sure the content is current and accurate. The material is approved for use with specific customer groups and, as a maximum, has a lifespan of two years before it is formally reviewed. However, if anything significant changes the material has to be withdrawn and replaced.

So, for example, a new study may have been published that changes the balance of evidence in a single minor claim somewhere in a six-page sales aid; as a result the entire document needs to be withdrawn and replaced.

It may also be that your company has been discussing the content or the style of the document with a competitor company. As a result of this ‘intercompany dialogue’, your company might agree to change the material. Another scenario is that a recently published complaint against another company has clarified a position regarding presentation of data (such as an observation study) and, as a result, your company decided to proactively amend the details in your material. It could even be that the PMCPA (who administer the Code on behalf of the ABPI) or the MHRA have asked the company to make a change to the claims or the prescribing information.

Of course, it may just be that the company wants you to sell the product in a different way. It doesn’t really matter; you should still follow the company’s instructions.

Usually you will be told the reason for the changes. However, even if you are not, failing to comply will be regarded very seriously by the company – and potentially the PMCPA and MHRA as well. If you do continue using the old material, it’s more than your bonus that’s at risk!

Steve Gray is a specialist in Pharma codes & compliance. He uses his sales & marketing background to good effect in providing sales teams with practical training, advice & resources. www.stevengrayconsulting.co.uk