Edition 16 of the Medicines Australia Code of Conduct, which sets the ethical standard for the marketing and promotion of prescription medicines in Australia, came into effect from 1st January and gives further guidelines on using digital media.

The changes are part of an 18-month consultation process with patient groups, consumer organisations, healthcare professionals, colleges, professional associations, academics and other stakeholders. But will these changes give the pharmaceutical industry greater confidence in using digital media?

A recent Edelman Australia survey of marketing and communications professionals found that 70 per cent would use digital media more if Medicines Australia gave clearer guidelines about online activity. 38 per cent said reporting adverse events online discouraged them from engaging with HCPs and patients online, while a further 9.5 per cent ‘didn’t know’.

It is hoped Edition 16 gives the pharmaceutical industry greater confidence in using digital media. Otherwise, the trust and transparency a company needs to operate will decline and incorrect information about products and companies in Australia will have the opportunity to flourish.

A Pew study found that 60 per cent of people searching for health information online say the information they find affects their decisions on how to treat an illness or condition. Therefore, there is a need for credible, authentic, trustworthy health information online.

We cannot prevent humans from wanting to interact and share information, but we can make sure they can easily access correct information. Pharmaceutical companies have deep information about specific disease states that would be of value to people looking for health information online.