Following the launch of the latest UK Code of Practice for the Pharmaceutical Industry, here’s much to be excited about.

As a self-confessed Code Fanatic I’m all about code positivity. And I’m encouraging you to surround yourself with people who feel the same way.

IS THE CODE FRIEND OR FOE?

Sure, the code can be tricky to interpret, and the devil is certainly in the detail if you’re not so used to working with it.

But compliance is part of our world in healthcare. The principles of patients, integrity, transparency and respect form the very fabric of our industry.

What’s new in the 2024 UK ABPI Code?

Don’t worry if you haven’t had a chance to fully digest the changes. It’s not a light read. So here’s a short recap of some of the juicy bits:

• Prescribing Information accessible via QR codes on SOME materials – an absolute game-changer in my eyes, meaning we can say goodbye to laboriously updating print materials when a new PI lands and hello to more blank space for our creative wizardry. The code isn’t explicit in every scenario. So we must be pragmatic – and careful with how we apply this, and our team is already considering the implications for our clients
• Disclosures of transfers of value – previously recommended, are now mandatory requirements – so time to check those SOPs
• Streamlined complaints procedures – the PMCPA will be taking a proportionate approach to investigating complaints, freeing up time and resource to keep the most serious investigations moving

Expect more from your creatives… no excuses!

Restrictive, stifling, a hindrance? I don’t think so. If you see creativity lacking, do not accept ‘the burden of compliance’ as an excuse.

At Wordbird we have an ongoing commitment to code learning. With the help of our partners at Code Clarity, we weave code awareness into daily agency life, whether that’s through group discussions on breaches, webinar sessions, sharing code podcasts or writing blog articles. We truly believe this continuous learning elevates our work.

All members of our team are involved – from creative to copy to client service.

So… friend or foe? At Wordbird the code is very much our friend and ally in creativity. Our clients see the benefits, and we owe it to the patients and healthcare professionals who rely on what we produce.

Do you have Code Clarity yourself? Are you seeing compliance positivity among your partners? Do you have a slick process in mind for incorporating QR codes into your materials for accessing PIs?

The Wordbird team is ready with a plan to put the benefits of the UK ABPI Code 2024 to good use. Email us at hello@wordbird.london to find out more.