Industry Welcomes Proposed UCMDMP for Medical Devices

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A separate code helps accurately capture the requirements of ethical marketing practices for the medical device industry

A separate code helps accurately capture the requirements of ethical marketing practices for the medical device industry

The Department of Pharmaceuticals (DoP) recently released the draft Uniform Code for Medical Device Marketing Practices (UCMDMP) which it says aims to introduce a voluntary code to regulate fair marketing practices by the medical device industry. . It also aims to give this industry an identity apart from the marketing dynamics of the pharmaceutical industry. In accordance with the order issued by the DoP, comments from stakeholders were invited until the beginning of this week.

Speaking about the decision, Mr. Pavan Choudary, President and CEO of the Medical Technology Association of India, said that the current government has widened the circle of probity.

“The news that the government is voluntarily monitoring the implementation of UCMDMP (which is the right way to go) is heartening for every business that upholds a high level of ethical standards,” he said.

He added that the industry hopes this will result in more credible healthcare delivery and limit night flight operators – who pose a great risk to patients and the reputation of the medical device industry.

“In the times to come, we hope this will separate the chaff from the wheat and give ethical players the public esteem they deserve. of the prices assigned to the medical devices programmed in the regime of this government”, he explained.

Stating that it is essential to introduce a code of conduct for the medical device industry, separate from the Pharma Code – Uniform Code for Pharmaceuticals Marketing Practices (UCPMP), Arnab Basumallik, Director, Edwards Lifesciences India Private Limited, said that in med-tech, the categorization of a healthcare professional is broadened to include technicians and nurses in operating theaters and intensive care units, as well as clinicians – all of whom play an important role within the healthcare ecosystem.

“Furthermore, the medical technology industry is continually evolving through incremental and breakthrough innovations that address unmet patient needs. Therefore, the modus operandi to convey training and practical experiences to clinicians and other stakeholders on the technologies is a unique requirement and at the same time a regulatory necessity to ensure patient safety,” said Mr. Basumallik.

He added that a well-defined standard operating procedure that outlines do’s and don’ts with a fair amount of transparency is essential.

“Medical devices are characteristically different from pharmaceuticals and therefore a separate code for medical devices was essential to accurately capture the requirements of ethical marketing practices for the medical device industry,” said Sanjay Bhutani, MD, Bausch and Lomb, India. He added that the implementation of the UCMDMP will be a big step forward in the interest of patients and will “limit the unethical element and restore the competitiveness and esteem of compliant players”.

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