By Melissa J. Anderson
Recently GlaxoSmithKline released its annual corporate responsibility report, which discusses the firms efforts regarding, among other things, ethical standards in sales and marketing.
The pharmaceuticals industry has long raised ethical concerns regarding its sales force, the patenting of life-saving drugs, cost structuring, etc. But what is refreshing is that GSK thought it fit to address the issues head on in its report.
On page 7 of the over-250 page report, Chief Executive Officer Andrew Witty writes:
“We are continuing to work towards resolving a number of long-standing legal matters. In light of these cases we have fundamentally changed our procedures for compliance, marketing and selling in the US. We now have far-reaching policies and procedures in place to guard against inappropriate promotion to healthcare professionals, and to seek to ensure that if breaches of regulations do occur they are reported to the US government.”
For example, he says, the company is changing the way its sales force is compensated – rather than purely based on prescription volume, they will be rewarded on a number of factors: “scientific and business knowledge, feedback from customers in their region, and the overall performance of their business unit.”