Farmindustria's (corporate pharmaceutical firms) need to organise
an advertising campaign centred on corporate pharmaceutical firms'
activities rises from the fact that the image of pharmaceutical
firms has gradually deteriorated for years due to often ethically
questionable marketing decisions and strategies adopted by the
same.
During the presentation of the current advertising campaign, Dr.
Maria Pia Ruffilli said: "A change of trend in company philosophy
is underway in Farmindustria". The changes announced are
partly in line with the philosophy, which has always characterised
our publications in the sector. Hence, we can only appreciate
this decision. However, aware of the difficulties, which are often
found when changes are implemented, we expect words to be followed
by concrete facts. Adverts will certainly not be the ones to convince
us of a real turning point in company trends. The current advertising
campaign is designed to inform the extensive public about costly
investments (approx. 90%) made by pharmaceutical firms in the
research framework. To be convincing drug package inserts need
only to state the name of the centre where the study was performed,
who conducted it and whether the product is distributed with a
licence and who authorises the same. The Ministry of Health has
currently inserted in the financial bill a sum for research purposes
that is considerable for the current day budget. The utmost transparency
is essential on this topic. Will the beneficiaries be the usual
chosen few? And, is this why Prof. Veronesi sang the Ministry's
praise?
It could be… Prince Salina's words in Tomasi di Lampedusa's
Il Gattopardo slip into my mind: "May everything change so
that nothing will change"…
Genina Iacobone
Direttore di Leadership Medica
