GSK ANNOUNCES CHANGES TO ITS GLOBAL SALES, MARKETING PRACTICES

     (The following press release from GSK was received by e-mail. It was not 
confirmed by the sender.) 
GSK announces changes to its global sales and marketing practices to further 
ensure patient interests come first 
-      Company to roll out new sales force compensation programme, removing 
individual sales targets 
-      Begins process to end direct payments to healthcare professionals for 
speaking engagements or attendance at medical conferences by start of 2016 
GSK today set out plans to evolve the way it sells and markets its products to 
healthcare professionals to further align the company’s activities with the 
interests of patients. 
During 2014, the company will implement a new compensation system which will 
apply to all GSK sales employees who work directly with prescribing healthcare 
professionals. The company also intends to begin a consultative process towards 
stopping direct payments to healthcare professionals for speaking engagements 
and for attendance at medical conferences. At the same time, the company will 
increase its focus on developing its multi-channel capability and alternative 
approaches to enable it to continue to provide appropriate information about 
its products and to support medical education for healthcare professionals. 
Sir Andrew Witty, CEO of GSK said: “We believe that it is imperative that we 
continue to actively challenge our business model at every level to ensure we 
are responding to the needs of patients and meeting the wider expectations of 
society. Over the past five years, this has seen us take significant steps to 
increase access to medicines in developing countries and to be more transparent 
with our clinical trial data. We’ve also made changes to how we work with 
healthcare professionals. Building on this, today we are outlining a further 
set of measures to modernise our relationship with healthcare professionals. 
These are designed to bring greater clarity and confidence that whenever we 
talk to a doctor, nurse or other prescriber, it is patients’ interests that 
always come first. We recognise that we have an important role to play in 
providing doctors with information about our medicines, but this must be done 
clearly, transparently and without any perception of conflict of interest.” 
Global sales force compensation changes 
The new compensation programme will have no individual sales targets. Instead, 
GSK’s sales professionals who work directly with prescribing healthcare 
professionals will be evaluated and rewarded for their technical knowledge, the 
quality of the service they deliver to support improved patient care and the 
overall performance of GSK’s business. The aim is for this new compensation 
system to be in place in all of the countries GSK operates in by early 2015. 
These changes have been informed by a similar programme successfully introduced 
by GSK in the USA in 2011. The ‘Patient First’ programme bases compensation for 
sales professionals who work directly with prescribing healthcare professionals 
on a blend of qualitative measures and the overall performance of their 
business, rather than the number of prescriptions generated. Experiences in the 
last two years suggest that this more patient-focused approach has 
significantly improved both customer interactions and satisfaction rates with 
GSK’s US pharmaceutical business. 
Payments to healthcare professionals 
GSK also announced today the start of a two-year process during which it will 
make a number of changes to how it works with healthcare professionals. 
GSK has an important role to play in supporting education for healthcare 
professionals and in providing accurate information about its medicines to help 
them make the best treatment decision for their patients, such as sharing new 
clinical data, details of label changes or safety updates. Recognising this, 
the company will direct additional focus and investment to: 
·        Strengthen its own dedicated medical and scientific capability to 
appropriately lead engagement with healthcare professionals 
·        Improve GSK’s multi-channel capability, including use of digital 
technologies, to ensure appropriate product and disease area information can be 
provided to healthcare professionals conveniently 
·        Support fair, balanced and objective medical education for healthcare 
professionals through provision of independent educational grants. 
At the same time, the company will move to end the practice of paying 
healthcare professionals to speak on its behalf, about its products or disease 
areas, to audiences who can prescribe or influence prescribing. 
GSK will also stop providing financial support directly to individual 
healthcare professionals to attend medical conferences and instead will fund 
education for healthcare professionals through unsolicited, independent 
educational grant routes. 
The company intends to work through the practical details of these changes with 
healthcare professionals, medical organisations and patient interest groups to 
define how they can be implemented effectively and in line with local laws and 
regulations. This consultation will begin in early 2014, with the aim for the 
changes to be in place across GSK’s global business by the start of 2016. 
GSK will continue to provide appropriate fees for services to healthcare 
professionals for GSK sponsored clinical research, advisory activities and 
market research. These activities are essential in providing GSK with insights 
on specific diseases; identification of symptoms and diagnosis; application of 
clinical trial data or medication dosage and administration; and how to 
effectively and appropriately communicate the benefits and risks of its 
medicines to help meet patient needs. 
The company will also continue to invest in community programmes to strengthen 
healthcare infrastructure, particularly in least developed countries. 
The company has committed to disclose the payments it makes to healthcare 
professionals and already does so in several countries including the USA, 
Australia, UK, Japan and France in line with locally agreed government or 
industry association standards. GSK will continue to disclose the payments it 
makes for clinical research advisory activities and market research in these 
countries and will also continue to work towards transparency in other 
countries as industry associations or governments establish specific guidelines 
for disclosure. 
Notes to editors 
·        The new compensation system will apply to all GSK sales employees who 
work directly with prescribing healthcare professionals. Implementation of the 
new system will start in certain countries from January 2014 with the aim for 
it to be in place in all of the countries GSK operates in by early 2015, 
subject to local consultation and in accordance with local employment laws. 
·        These latest moves build on the steps already taken by GSK to increase 
access to medicines and operate more openly and transparently. GSK topped the 
Access to Medicines Index for the third consecutive time in 2012, an 
independent and robust measure of how pharmaceutical companies perform on 
improving access to medicines in the world’s poorest countries. 
·        Earlier this year, GSK launched a new online system to enable 
researchers to access anonymised patient level data from its clinical trials. 
The company has also signed up to the AllTrials campaign for clinical trial 
transparency.
 
 
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