Healthy Skepticism Library item: 19487

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

Publication type: Electronic Source

Silverman E
Novo Nordisk Reprimanded For Poor Management
Pharmalot 2011 Mar 30
http://www.pharmalot.com/2011/03/novo-nordisk-reprimanded-for-poor-management/

Full text:

There is nothing quite like a jury of your peers. And over in the UK, Novo Nordisk management was slapped around quite a bit by the Association of the British Pharmaceutical Industry for breaching industry codes concerning various promotional efforts for its Victoza diabetes med.
What did the drugmaker do wrong? There were two cases, actually. In the first one, Novo Nordisk promoted the med on a website and at a symposium before regulators issued approval. The ABPI appeals board called this a “serious matter” that “displayed a poor understanding of the requirements” of the industry’s own code. In fact, the board was not convinced the drugmaker “understood the seriousness of the matter,” especially given there was another instance involving the same issue. Who lodged the complaint? A rival, of course. In this instance, it was Eli Lilly.
In the second case, Novo Nordisk disseminated inaccurate info that was left this on its web site despite efforts made to have this withdrawn and also delayed the withdrawal of a medical supplement containing the same bad info. This demonstrated “poor management practices,” given that a senior manager was involved. “There appeared to be no inherent personal responsibility for compliance with the (industry) code or a full understanding of what that meant,” the ABPI says.
Ultimately, responibility resided with senior management, but that was “apparently lacking.” The industry group also chided Novo Nordisk for an “apparent lack of leadership” in its medical department. The ABPI, however, also cited Lilly for improper promotion of its Byetta diabetes drug after – who else? – Novo Nordisk lodged a complaint. These date from November but were just released, along with rulings regarding numerous violations from different drugmakers. You can read the details and how the ABPI defines its various code right here.