GSK to reverse ‘no KOLs’ policy, admitting it has hit marketing
GlaxoSmithKline is to reverse its ban on paying healthcare professionals and key opinion leaders (KOLs), admitting that the policy has hit awareness of its products in the market.
The company’s then-CEO Andrew Witty introduced the measures in 2013, amid growing concern about pharma unduly influencing healthcare professionals and broader marketing misconduct. This included a $3bn fine imposed on GSK after it was caught promoting Advair off-label in the US, with a corporate integrity agreement imposed on it by US regulators.
GSK then sought to go above and beyond industry standards, and stopped paying healthcare professionals (HCPs) to speak about its products or disease areas, instead relying purely on its own clinical experts in order to prevent any hint of inappropriate influence.
But five years on, GSK says its unilateral move is to be reversed.
Read more: http://www.pmlive.com/pharma_news/gsk_to_reverse_no_kol_policy,_admitting_it_has_hit_marketing_1254345
The company’s then-CEO Andrew Witty introduced the measures in 2013, amid growing concern about pharma unduly influencing healthcare professionals and broader marketing misconduct. This included a $3bn fine imposed on GSK after it was caught promoting Advair off-label in the US, with a corporate integrity agreement imposed on it by US regulators.
GSK then sought to go above and beyond industry standards, and stopped paying healthcare professionals (HCPs) to speak about its products or disease areas, instead relying purely on its own clinical experts in order to prevent any hint of inappropriate influence.
But five years on, GSK says its unilateral move is to be reversed.
Read more: http://www.pmlive.com/pharma_news/gsk_to_reverse_no_kol_policy,_admitting_it_has_hit_marketing_1254345