Four big drugmakers are proposing to launch a television station in Europe to tell the public about their drugs, amid strenuous lobbying across Europe by the industry for an end to restrictions aimed at protecting patients. Pharma TV would be a dedicated interactive digital channel funded by the industry with health news and features but, at its heart, would be detailed info from drug companies about their meds.

A 10-minute pilot DVD, seen by The Guardian newspaper, featured a white-coated doc discussing breast cancer and a woman patient who reassured viewers “there are many new treatments available.” Under the proposals, viewers could use their remote control to click on treatment options and read what drugmakers have to say about the latest branded breast cancer drugs.

Four companies, Johnson & Johnson, Pfizer, Novartis and Procter & Gamble, are behind the pilot, which they are offering to the European commission as a way to give patients more information. The commission is consulting on potential changes to the regulations that ban all direct-to-consumer advertising of medicinal drugs.

The industry has been lobbying in Europe to be allowed direct access to patients, and argues that lifting restrictions would help its competitiveness. If not, industrry has hinted that companies may relocate to the US, where they can advertise to patients who then demand drugs from their doctors.

The proposed change in the rules is being led within the commission by its trade arm and not health arm, and is backed by a number of influential patient groups that are themselves heavily funded by drugmakers. But consumer groups are opposed, warning that the companies will play down risk, and that their real interest lies in boosting profits.

The International Society of Drug Bulletins (ISDB) - consumer publications which analyze the benefits of drugs and draw comparisons between them - warns that the industry is not a reliable source of trustworthy information.

J&J presented the proposals to a meeting in Brussels of the Centre for Health, Ethics and Society, a think tank which describes itself as “developed in partnership with Johnson & Johnson.” The audience comprised members of the commission, patient groups and others.

The European Patient Information Channel, as industry calls it, could be available on the internet as well as TV, and would offer “on demand” info about drugs “to enable patients and citizens to make better decisions,” says J&J’s Scott Ratzan. It would be self-regulating, with a board of medical, pharmaceutical and patient representatives to hear complaints.

The TV pilot was welcomed by the European Patients’ Forum, an umbrella group that’s one of only two patient organizations admitted to the working group set up by the commission to discuss changes in the rules. Although its executive director, Nicola Bedlington, says the pilot’s “slightly sanctimonious and patronising” tone needed improvement, she and other patient representatives present approved it in principle.

Source: The Guardian

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