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Marketers Limit Largesse to Doctors

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PhRMA code aims to head off stiffer curbs on marketing programs

Pharmaceutical marketing has been under attack in Washington and state legislatures, and industry is trying to regain credibility by reining in practices that appear excessive. Marketers have agreed to ban gifts for physicians as well as winingand-dining by sales reps as part of a new marketing code adopted by the Pharmaceutical Research and Manufacturers of America (PhRMA). Sales reps will be able to bring pizza to a doctors office as part of "informational presentations" for staff, but not host dinners in restaurants. And all the prescription pads and coffee mugs with company names are off the table, literally, as ...

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