Our TG–ENT specialists, neurologists and physicians–are exposed to over 20 medical representatives or 80 brands daily. Additionally, in a branded generics market, doctors often prescribe brands based on relationships with the sales team rather than any clear medical differentiation. Hence, establishing a new medical claim is extremely challenging.

In India, prescription drugs can only be communicated or promoted to doctors. This communication is governed under the Drugs and Cosmetics Act but is also self-controlled by an industry body – the Advertising Standards Council of India (ASCI) and some aspects of it are guided by the Ethics Policy of the Medical Council of India. Accordingly, the communication needs to be clear, precise, and not mislead the doctor; and should be accompanied by abridged prescribing information, supporting medical references and other mandatories.