September 2001 • Volume 7 • Number 9
AMA initiative aims to heighten awareness of gift-giving guidelines
BY CINDY McCANSE
A rep from XYZ Pharmaceuticals just stopped by your office with some interesting news: The company will reimburse you for your time and travel expenses if you attend a weekend educational seminar on the firm's newest drug, Ambiguvax.
Before you ask your assistant to call the travel agent, you may want to consult the AMA Council on Ethical and Judicial Affairs "Guidelines on Gifts to Physicians From Industry."
If you're scratching your head and asking yourself, "What guidelines?" the AMA has a Web site for you.
The new site, http://www.ama-assn.org/go/ethicalgifts/, was created as part of a comprehensive AMA-led initiative to educate physicians, medical students, and representatives from pharmaceutical and medical device and equipment firms about appropriate gift-giving practices.
Coming next month: Check out how the AAFP is addressing this issue -- watch for the October FP Report. The AAFP was one of more than 30 organizations asked to participate in developing the initiative. Norman Kahn, M.D., vice president for science and education, represented the Academy on the Working Group for the Communication of Ethical Guidelines for Gifts to Physicians from Industry.
The campaign is divided into two phases. The first phase, launched last month, is designed to provide information about the AMA guidelines to physician organizations and industry. In addition to the new Web site, a free booklet titled "What You Should Know About Gifts to Physicians From Industry" and other resources are available from the AMA. Physicians can obtain copies of these materials by calling (312) 464-5101, or simply download them from the new Web site.
The second phase, to be launched in early 2002, will highlight additional educational resources available on the AMA Web site. Materials on the site will include case histories, documents outlining relevant legal issues and suggestions for developing pertinent CME programs.
The AMA's effort springs in part from recent study results and media stories suggesting that many physicians, physicians-in-training and industry representatives are unaware of the AMA gifts guidelines and similar ethical guidelines from other groups, says Alan Nelson, M.D., a former AMA president and chair of the working group.
In an opinion column produced as part of the campaign, Nelson points out that "some gifts serve an important and beneficial function for both physicians and patients. Still, gift-giving should be carefully limited, and physicians and industry representatives should accept certain responsibilities in adhering to these limitations."
It's true: Industry representatives are a significant source of useful information. But physicians must keep in mind the obvious -- it's the rep's job to sell his or her product. And like it or not, research shows that many physicians' prescribing habits are influenced by these interactions.
Even for those who can objectively say that their prescribing behavior does not change as a result of pharmaceutical detailing, that may be a moot point if their patients believe that it does.
Perception is key, says Kahn. "Look at it from your patients' perspective. If you would be uncomfortable trying to explain your actions to one of your patients, perhaps you need to look more closely at what you are doing."
FP Report is published by the AAFP News Department.
Copyright © 2001 by American Academy of Family Physicians.
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