Etik Tanıtım Kuralları & Uyum (Kompliyans) ile İlgili Temel Uygulama Örnekleri
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4-5 Aralık 2013'te Antalya'da düzenlenen "Veteriner Sağlık Ürünleri Değerlendirme Toplantısı, Bakanlık-VİSAD-Sektör Buluşması" nda sunduğum "Etik Tanıtım Kuralları & Uyum (Kompliyans) ile İlgili Temel Uygulama Örnekleri" başlıklı sunumumun bir kısmıdır. Part of my presentation about "Ethics & Compliance, Good Promoting Practices Model" at Ministry of Agriculture - Visad - Industry Meeting.
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Etik Tanıtım Kuralları & Uyum (Kompliyans) ile İlgili Temel Uygulama Örnekleri
- 1. Hayvan Sağlığı Ürünlerinin Etik Tanıtım Kuralları ile İlgili Temel Uygulama Örnekleri Veteriner Sağlık Ürünleri Değerlendirme Toplantısı Bakanlık-VİSAD-Sektör Buluşması, 4-5 Aralık 2013, Antalya Serkan Erkovan
- 2. Hayvan Sağlığı Örnek Etik Yaklaşımı Hayvan sağlığı endüstrisinde faaliyet gösteren firmalar olarak: Firmalarımızın yüksek standartlarını temel almalıyız. Tarım Bakanlığı’nın «Doğru iş yapış Rekabet için şeklimiz, tüm standart bir norm yönetmelikleri ve kendimizi iyi oluşturacak VISAD kuralları ile hissettirmeli.» kurallar tam uyumlu söylemiyle hareket belirlemeliyiz. davranmalıyız. etmeliyiz. 2
- 3. Hayvan Sağlığı Örnek Etik Yaklaşımı bu unsurları içerir: Ürünler Genel ve paydaş Hizmetler iletişimi Veteriner Hekimler ile iletişim Tanıtım Malzemesi Kullanımı Farmakovijilans Rekabete karşı tutum 3
- 4. Ürünler / Hizmetler Her Zaman Ürünleri veya hizmetleri; prospektüs/etiket bilgileri doğrultusunda, pozitif bir tavırla tanıtmak, Sorumlu (ihtiyatlı) kullanım konusunda bilgi sahibi olmak. Hiçbir Zaman Ürünlerin veya hizmetlerin yasa dışı veya etik olmayan şekilde kullanımını desteklemek, Kullanma ömrü geçmiş ya da ambalajı zarar görmüş ürünlerin kullanımını desteklemek. Tanıtım malzemelerini ve ürünleri çok iyi bilmek. 4
- 5. Genel Paydaş İletişimi Her Zaman Tüm paydaş bilgilerini gizli tutmak, Her zaman bir organizasyonu temsil ettiğini ve firma adına konuştuğunu hatırlamak, Tüm paydaşlara dürüst ve saygılı bir tavır takınmak, Tam şirket ismini kullanmak, • X Y Firması • X Y İlaç Tic. A.Ş. Basılı malzemelerde ticari isimleri (® ve ™ ) doğru ve tam kullanmak. Hiçbir Zaman Bir paydaşa diğer bir paydaş hakkında bilgi verip, her 2 paydaşın çalışana ve dolayısıyla firmaya olan güvenini tehlikeye atmak, Ürünler ve aktiviteler hakkında gizli, özel veya öncelikli bilgi vermek, Kişisel siyasi görüşleri işyerinde paylaşmak, Doğru olmayan bir firma ismi – X Y sadece ‘X’ gibi – kullanmak. 5
- 6. Veteriner Hekimlerle İletişim Her Zaman Profesyonel bir tavır takınmak, Etiket harici kullanım ile ilgili gelen tüm soruları teknik sorumlu kişiye yönlendirmek. Hiçbir Zaman Sözlü ve yazılı olarak etiket dışı kullanım ile ilgili bilgi paylaşmak, Ürün etiketiyle tutarlı olmayan bir iddiayı desteklemek, Veteriner hekim olmayan paydaşlarla veteriner hekimlere yönelik hazırlanan dokümanları paylaşmak. 6
- 7. Malzeme Kullanımı Her Zaman Hiçbir Zaman Sadece onaylanmış olan malzemeleri kullanmak (Yazılı dokümanlar, sunumlar, promosyon malzemeleri vs.), Yönetim Kurulu tarafından onaylanmamış, firma tarafından üretilmemiş malzemelerin dağıtımını yapmak, Faks/ e-posta / posta yazışmalarını uygun bir dille / şekilde kullanmak. Yönetim onayı olmayan veya firmanın desteklemediği bilimsel makaleleri dağıtmak (kullanım hakkı, etiket kullanımı veya pazarlama planlarına uygun olmaması gibi nedenlerden dolayı), Onaylanmış bir tanıtım broşürüne el yazısıyla ekleme yapmak (adet, format, fiyat bilgisi haricinde), Onaylanmış malzemede, yönetim onayı olmadığı halde ya da istenmediği halde silme/düzeltme işlemi yapmak. 7
- 8. Farmakovijilans Her Zaman Tüm paydaşları ürünlerimizle ilgili yan etki bildirimi yapmaları konusunda cesaretlendirmek (Tüm BI çalışanlarının farmakovijilans sorumluluğudur). Hiçbir Zaman Bir yan etki bildiriminin raporlanabilir ya da raporlanamaz olduğuna karar vermek (tüm şüpheli yan etki olayları raporlanmalıdır) Ürünlerimizle ilgili yan etki olaylarında finansal destek sözü vermek, Yan etki olaylarında sağlanan finansal desteği satış/pazarlama aracı olarak kullanmak. 8
- 9. Rekabet Karşısındaki Yaklaşım Her Zaman Ürünleri rakip ürünler ile kıyaslarken dahi, tarafsız ve kendi değerinde tanıtımını yapmak, Rakiplerin kendi ürünlerinin tanıtımlarını yapma hakkına saygı duymak. Hiçbir Zaman Ürünleri tanıtırken rakip ürünleri küçümseyici tavır takınmak, Rakip firmalar veya çalışanları hakkında doğru olmayan haberler/söylentiler yaymak, Diğer organizasyonlarla ve ürünlerle ilgili, yazılı veya sözlü olarak doğruluğu ispatlanmamış bilimsel önermeleri paylaşmak. 9
- 10. VISAD Veteriner Tıbbi Ürünler Tanıtım İlkeleri Kılavuzu Kılavuzun tamamı www.visad.org.tr uzantılı adreste yer almaktadır. 10
- 11. Teşekkürler info @ visad.org.tr www.visad.org.tr serkan.erkovan @ boehringer-ingelheim.com 11