Use of experts and company spokespersons

Spokesperson quotes and interviews

All individuals nominated by the AZ as spokespersons must be given a clear briefing.

The briefing should remind them that it is not acceptable to encourage the public to ask for a named medicine and that in most countries it is unacceptable to promote a medicine to the general public.

A nominated signatory should approve the briefing documents in advance.

The briefing should ideally be in writing and accompanied by a written agreement with the spokesperson.

Remember: AstraZeneca is held accountable for anything that is said by its spokespersons.

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AZ Employee quotes and interviews

Quotes from AZ employees should focus on the business perspective and benefits to patients rather then on products.
There will be occasions when a key or senior member of staff is to be interviewed by the media.
Wherever possible, the briefing for the employee should undergo nominated signatory approval.
The interviewee should be accompanied by an AstraZeneca PR specialist who should keep notes of the questions and responses.

Consider this example

Sanofi spokesperson

Sanofi issued a consumer press release in Australia announcing the availability of their product Actonel EC (enteric coated risedronate) for osteoporosis. Within the press release was the wording “another option to help reduce the rates of fracture and early death associated with this insidious disease”. A spokesperson (a healthcare professional and an expert in osteoporosis) was identified within the release.

As a result of this press release, a radio interview was set up with the spokesperson. No payment was made to the spokesperson by Sanofi, but after the interview their agency sent him a gift of a bottle of wine and some chocolates.

During the 7 minute radio interview, the spokesperson mentioned the brand name Actonel 15 times. One of the statements he made was:

“without the special enteric coating and calcium binding agent of Actonel EC, eating breakfast or even drinking a simple cup of coffee of glass of juice at the same time would significantly reduce the absorption of the medication...” and “With Actonel EC people with osteoporosis requiring a bisphosphonate tablet can still have breakfast and have optimal fracture protection”

Which of the following do you agree with? (hint – you can view the Actonel SmPC here)

The interview constitutes promotion to the public the repeated referral to the brand name and claims for ‘optimal fracture protection’ constitute promotion
The gift of wine and chocolate is acceptable because it is not expensive and was given by the agency rather than Sanofi companies are responsible for the actions of their agencies and this gift would not be allowed under Australian (and many other country) regulations
The gift to the spokesperson could influence his advocacy of the product in the interview this was deemed not to be the case as the gift was made after the interview. However any connections of the spokesperson with Sanofi or potential conflicts of interest should be declared
The statement in the press release is not approvable Actonel is not licensed for reduction in deaths associated with osteoporosis

Check answer Ruling