Australian nurses should brace themselves for an onslaught of marketing as pharmaceutical companies turn to advertising campaigns to try and influence the way nurses approach their job.

From 1 November, nurses and midwives will have the power to prescribe drugs subsidised by the Pharmaceutical Benefits Scheme alongside doctors for the first time in legislative changes that represent a key plank in the Rudd Government’s health reform plans.

The legislative changes will open up new opportunities for pharmaceutical companies to reposition their marketing activities not only to doctors but also nurses, with many now consulting advertising and marketing companies in search of the best way forward as they work to capitalise on the larger market.

Already, the top 10 pharmaceutical companies fork out a combined $223 million on marketing in Australia, but that figure is expected to swell once the changes come into effect.

Sydney’s Grey Healthcare Group specialises in communications for pharmaceutical companies. It has confirmed that it is advising a number of pharmaceutical companies on the best way to effectively navigate the legislation and target nurses. Grey counts pharmaceutical giants Pfizer, Roche, Allergan and GSK among its clients.

Elly Price, general manager, Grey Healthcare Group said there is a huge level of anticipation among pharmaceutical companies about what this legislation could mean for them. She predicts that advertising spend among pharmaceutical companies will increase once the legislation comes into effect “We’re speaking to a number of marketing directors by big pharmaceutical companies all keen to capitalise on this new market. Many have told us that they plan to increase their advertising spend to reach this larger audience,” Price said.

“Pharmaceutical companies predominantly want to be speaking to people with prescribing power, which will now include nurses. And yet we’re getting less and less access to those doing the prescribing due to GPs being so busy, and also because of legislation. Hopefully we’re able to reach nurses quite easily with our marketing message once this legislation comes into effect,” Price said.

But pharmaceutical companies will tread carefully at first given the industry’s marketing activities come under heavy scrutiny. Many will also want to avoid upsetting doctors, who will continue to undertake the bulk of prescribing, Price said.

“A number of our clients will dip their toe in the water on this early next year, but only in a limited fashion at first. Pharmaceutical companies are generally cautious due to the many codes they have to abide by, so there will be a period of waiting to see how far they can push their marketing efforts before proceeding.

“And if the pharmaceutical industry is seen to be pushing their marketing message too quickly, they could incur fines,” Price said.

But the question being pondered by many nurses is how will these pharmaceutical companies be trying to reach them with their marketing? Currently, the marketing plans are still in the development phase and won’t be known until late this year, however some believe that digital marketing (via email and other online campaigns), could well form the basis of a number of campaigns. This is because like so many other categories these days, the pharmaceutical sector is placing a greater emphasis on digital marketing because of its ability to communicate directly with its target market.

“Legislation prevents us from promoting brand names directly to consumers even on the internet, so we’re always looking for novel ways to engage and inform doctors online via email marketing and the like. And these digital marketing efforts among the big pharmaceutical companies are now also likely to extend to nurses,” Price said.

Doctors were at first wary of nurses gaining prescribing powers, but the concerns of the Australian Medical Association (AMA) were appeased after it successfully lobbied government to ensure nurses work in collaboration with medical practitioners under the new legislation.

Meanwhile, the AMA this month released a revised position statement to guide doctors on maintaining ethical relationships with the pharmaceutical industry. Dr Andrew Pesce, president, AMA said: “Doctors have a responsibility to ensure that their relationships with industry are consistent with their duties to their patients and to society at large.”

By Nina Hendy

Copyright NCAH