The Centre has barred medical representatives from meeting doctors directly in central government hospitals. The Economic Times reported this major step, which aims to curb the long-standing nexus between pharmaceutical companies and medical professionals. The directive seeks to eliminate unethical influence through gifts, free samples, and personal interactions.
Digital-Only Communication Now Mandatory
As per the directive issued by the Directorate General of Health Services (DGHS), pharmaceutical companies must now rely solely on digital platforms—such as email or official portals—to share information about new treatments or medical developments. The authorities have asked all heads of government hospitals to strictly enforce this policy.
Reducing Disruptions and Outside Influence
The order, dated May 28, highlights concerns over how unregulated visits by medical representatives disrupt hospital operations and compromise professional integrity. The DGHS has instructed medical institutions to ensure there are no exceptions to the rule.
New Marketing Code to Curb Unethical Pharma Practices
This move builds on last year’s introduction of the Uniform Code for Pharmaceuticals Marketing Practices (UCPMP) by the Department of Pharmaceuticals. The code prohibits pharmaceutical companies from offering gifts, travel perks, or any form of monetary benefits to doctors or their family members. It also bans the distribution of free drug samples to those who are not authorised to prescribe them.
Doctors Urged to Prescribe Generic Drugs
In a separate development, the Supreme Court in May observed that doctors across the country should be mandated to prescribe only generic medicines instead of branded ones. Generic drugs offer the same dosage, safety, and therapeutic value as branded alternatives—while being more affordable.
Regulations on Generics Face Pushback
Earlier, in 2023, the National Medical Commission (NMC) rolled out new professional conduct guidelines that required doctors to prescribe only generics. The guidelines warned of strict penalties, including licence suspension, for non-compliance.
However, the Indian Medical Association (IMA) opposed the rule, arguing that if generics are to be prioritised, licensing of branded drugs should be reconsidered. Following strong opposition, the NMC eventually paused the implementation of these guidelines.
Balancing Regulation and Medical Practice
These recent directives signal the government’s effort to foster transparency and reduce commercial influence in healthcare. The push towards ethical medical practices continues. However, balancing these policies with the concerns of the medical fraternity remains a work in progress.