luni, 8 iulie 2013

A sort of a (failed?) social experiment



It is full of limitations and it has an experimental character, but in my view this is the most interesting part of the new French rules on advertising for pharmaceuticals in France: 

Experimentally and for a period not exceeding two years, information by door-to-door activities or canvassing for the healthcare products mentioned in article L. 5311-1 of the Public health code, with the exception of medicinal products of hospital use and those for which the prescription is initiated in the hospital or not, as well as the products referred to by article L. 5211-1 of the same code, carried out in healthcare institutions may only take place before several healthcare professionals, under conditions defined by an agreement concluded between each healthcare institution and the employer of that person, whose details are defined by a decision of the minister having the health in charge, after the opinion of the High Authority of Health [Haute Autorité de santé, HAS]” (art. 30 of the Law of 29 December 2011) [my imperfect translation from French].

During the Mediator scandal (as it were, as this scandal does not seem to be over yet) the so-called „medical visits” (visite médicales), the equivalent of the American pharmaceutical „detailing visits”, were incriminated in France as promoting the off-label use of the unfortunate drug product and vociferously criticized. Some of the most vocal critics even proposed that such “medical visits” should be altogether prohibited. In a country capable to engender the French revolution with both its bloody madness and progressive ideals, and (probably) still the most statist European nation, I would not have been surprised to see such a rule coming to life there. I must confess that I am still dreaming to see such a complete prohibition on the main pharmaceutical promotional practice, as this would change this market from a rather ethically dubious one (I am speaking based mainly on the realities I see around in my country), to something similar to the sport competitions where doping is prohibited for all. (Of course, in theory doping is also prohibited on the pharma market - there are codes of ethics, self-regulation, strict compliance policies within companies etc, but in practice things are still far from being perfect; I know a compliance director who preferred to resign rather than continue on that position in one of the biggest pharmaceuticals multinationals). But my pleasure of seeing implemented such an embargo on medical visits has not been satisfied. What the French authorities managed to approve – among more compulsory transparency measures defining what has been termed a “sunshine act à la française - was the above rule, with its experimental character and its limited field of application (only a rather narrow class of medicines were affected by this provision, but its horizon was to be extended in the near or middle future). 

Before January 2013, the government had to present to the Parliament a report on this social experiment, based on an assessment to be conducted by HAS (with the intention of extending it). But the Constitutional Council of France stroke an article of the bill of law on financing the healthcare assurance organizing the collective medical visit (collective detailing) on a permanent basis, as being contrary to the constitution (essentially the rationale was that the placing this article in such a law was rather unjustified, being only very indirectly related to the remit of the act). It seems that no official report has been made available to the public on the outcomes of this experiment, which is rather regrettable. The companies were preparing themselves for a change in their promotional strategies, while some commentators rushed to suggest that the medical rep profession was on the verge of its death (it seems that between 2004 and 2011 the number of reps has diminished with about 25% in France[1]), when it rather vanished in thin air. It seems that currently the concept has been abandoned (a pity!), although it might still float in a kind of political limbo.




[1] Eurostaf. L’avenir de la visite médicale : vers une disparition de la profession. Eurostaf – Communiqué de presse, Septembre 2012.

miercuri, 8 mai 2013

Changes in rules on advertising for pharmaceuticals in France



Stephen Leacock, a Canadian writer (1869 - 1944), has stated somewhere that “Advertising may be described as the science of arresting the human intelligence long enough to get money from it”. In the case of pharmaceuticals it seems that this science is particularly prosperous, despite the constant attempts made by regulatory authorities to make its practice a little more burdensome. Controlling advertising for medicines remains a preoccupation of regulators in Europe (seemingly unlike the USA and with the possible exception of the European Commission who has struggled rather ineffectively to introduce at least some form of DTC for Rx medicines), with variable success. 

At the end of the year 2011, France has adopted a whole set of new rules defining the legal framework of medicines, including new legal rules on advertising (the Law n° 2011-2012 on the reinforcement of health security of medicines and healthcare products). This act was supplemented in May 2012 by an additional legal instrument: Decree 2012-741 containing rules relating to advertising of human medicinal products. A different decree (2012-743) was adopted to establish rules on the advertising of medicinal devices, but in the lines below I will limit the discussion to the field of pharmaceuticals.

The said legal acts are interesting for a number of innovations they have brought about in the pharmaceutical regulatory field (e.g. the explicit authority granted to ANSM, the new French medicines agency, to require comparative trials against active comparators), but those in the field of advertising are among the most thought-provoking and it is likely that they will be followed in a form or another by other EU competent authorities.



According to the new article L5122-9 of the Code of Public Health, „the advertising for a medicinal product to the members of healthcare professionals entitled to prescribe or dispense medicinal products or to use them in the exercise of their profession is subjected to a prior authorization of the National Agency for the Safety of Medicines and Healthcare Products named ‘advertising visa’”. This means that the former rule of an a posteriori control of advertising materials, common in most of EU Member States has been replaced in France by an a priori control by the competent authority (ANSM). The challenge for the ANSM is considerable. According to their official estimates, while the annual number of advertising materials for the large public (OTC products) is around 2000, the annual number of advertising materials for health professionals is about 5 times higher (around 10,000).

For each year, through a decision (adopted before 1st of November of the preceding year), the Director General of ANSM sets a timetable establishing the periods (time slots) when applications for “advertising visas” may be submitted. The timetable includes at least 4 periods a year, of at least one week and at most two months, during which applications may be submitted (art. 5122-5 of the Code of Public Health).  For 2013, for instance, the following 4 periods have been provided:
·         2-15 January (about 2 weeks)
·         18 March – 22 April (over 4 weeks)
·         1-22 July (about 3 weeks)
·         23 September– 18 October (about 4 weeks)

No application may be submitted outside the time slots decided by the Director General (but there is one exception, see below). ANSM has two months (to be calculated from the end of the time slot) to notify its decision to the applicant. In the absence of a decision of the Director General at the end of the legal term, the application is deemed approved. A visa granted by ANSM is valid two years, but it cannot exceed the validity of the marketing authorization). The visa may be withdrawn if violating the legal rules applicable to advertisements of medicinal products (e.g. if deceptive, not objective in its form and content, no in line with the terms of marketing authorization or with the “therapeutic strategies” recommended by HAS (la Haute Autorité de santé)) or when the benefit-risk balance of the product is being reassessed. The withdrawal process allows the applicant to submit written or oral conclusions and support its position. In cases of emergency, the Director General may suspend the visa for up to 3 months.

When submitting the application, the applicant gives to each advertising material an internal reference number, according to rules adopted by a decision of the Director General of ANSM. This reference number has to be mentioned on the material advertised to healthcare professionals, unless it is a radio material (I am not aware of any case of using radio to advertise materials to healthcare professionals, but this is how article R. 5122-14 reads).

The use of free samples is limited in principle to the first two years following the first effective placing on the market in France of a product, or for a new strength or dosage form, if the authorization is accompanied by an extension of indication, or for a change in classification. If in the former regulatory setting a limit of 10 samples per year and per healthcare professional (prescriber or dispenser within a hospital pharmacy) was established, this has now been changed to 4 samples per year and healthcare professional.

For medicinal products subjected to a special or “restricted” medical prescription, such as those products exclusively used in a hospital setting, those for which treatment may be only initiated in a hospital, those restricted to certain specialists or requiring special monitoring during treatment, the advertising may only be carried out to healthcare professionals able to prescribe it and dispensing it, respectively.

Probably the most revolutionary new provision related to advertising of pharmaceuticals in France, however, comes not from these set of rules, but from Law 2011-2012 of 29 December 2011 on the reinforcement of health security of medicines and healthcare products. But I will discuss it in a next post.

luni, 18 martie 2013

Viagra for children – reflections on a small scandal


It made almost breaking news in the Romanian media the information that doctors from the Emergency Clinical Hospital for Children “St Mary” from Iasi (the main city in the North East of Romania) were using Viagra to treat two children for pulmonary hypertension. The first individuals seemingly shocked by what they conceived to be a preposterous extravagance were the Romanian journalists, who continued to crunch the story for several days. In their glorious fight for the truth, they – rightfully so – asked for the opinion of the Romanian National Agency for Medicines and Medical Devices (ANMDM), who through its communication staff stated that “Viagra has as the only indication the erectile dysfunction and the product is contraindicated in children less than 18 years”. The President of the Romanian College of Physicians (CMR), prof. Vasile Astărăstoaie, expressed a different view. He first stated that the product was initially conceived for the field of cardiology and only later it was discovered that it has an effect on sexual dysfunctions, and then continued: “If the doctors in the children hospital uses it for that treatment, it means that they know what they are doing”. 

The media was happy to report on this scandal, whose importance for the public health was grossly exaggerated and was soon forgotten. Other stories - as great as this one - were waiting to be brought to the impatient consumer of news. I have found this story as being of interest for a number of reasons:

1. The most instructive part of this short-lived scandal seems to me to be that Romanian people discovered that there is life in sildenafil beyond Viagra. They learned that the active ingredient in Viagra has a benefit in pulmonary hypertension, a disease often with a fatal course. It was a pity that the journalists were so obsessed with the Viagra part of the story that they hardly mentioned the suffering, pain and sorrow associated with the progressively worsening of this disease still incurable in many cases. 

2. But I also see in this story a peculiar case of atypical off-label use, which I find very interesting from the regulatory perspective. As the representatives of the NMA stated, this is clearly a case of off-label use. I should stress here that in EU, as in the USA, off-label use does not necessarily mean illegal use. As it has been suggested (at least in the USA, but I find the argument valid also in our geo-political region) - and I will spare myself of the effort of finding the exact reference here, as I read it a few years ago -, what is essential in judging the legality and conformity of a case of off-label use with the standard of care is the efficacy and safety of a product in a defined indication (irrespective of the fact that a product is authorized or not by a regulatory authority in that specific indication) and the strength of the evidence for both safety and efficacy. 
Or, in this case, a reading of the EPARs for the two products (Viagra and Revatio) shows that the two are essentially one and the same, with very few “cosmetic” differences: “The only differences between Viagra tablets and Revatio tablets are the replacement of the blue dye in the film-coat with additional titanium oxide to give a white film-coat, and a change in the tablet shape and debossing.”[1]

According to the same authoritative source, “Several  strengths  of  conventional  immediate  release  white  film-coated  round  biconvex  tablets containing  sildenafil  citrate  were  studied  in  development  for  potential  commercial  presentation.  All these strengths were prepared from a common blend of the active substances, which is qualitatively, and quantitatively equivalent to the blend used to produce Viagra tablets.” 

Moreover, in the case of Revatio, children do not swallow directly the tablets, but a suspension prepared by the pharmacist according to the instructions provided in the product information (SmPC). The suspension is prepared in the same way irrespective of the dose, as the latter is adjusted by modifying the volume to be administered. Another difference not mentioned in the first sentence quoted above from the EPAR is the tablet strength: 25 mg for Viagra, 20 mg for Revatio. Not a huge one, positively. “The recommended dose in patients ≤ 20 kg is 10 mg (1 ml of compounded suspension) three times a day and for patients > 20 kg is 20 mg (2 ml of compounded suspension or 1 tablet) three times a day.” I should state here that according to the EPAR for the variation concerning the paediatric indication of sildenafil, “The  “formulation”  intended  for  authorisation  is  an  oral  suspension formulation which is extemporaneously prepared by a pharmacist from the 20 mg tablet using Ora-Sweet and Ora-Plus diluents to reach a concentration of 10 mg/ml.  The applicant has shown that there are minor differences in relative bioavailability among the 10 mg tablet strength and the other strengths that are likely due to nonlinearity of PK of sildenafil. In any case, these differences are not considered to be of clinical significance.”

In the light of the above and provided that the right dose is administered in children, it seems unlikely that a real problem of safety or efficacy will affect the administration of Viagra in children as compared to Revatio. But before jumping to the conclusion that this story was just much ado about nothing, I would still like to discuss two other points.

3. As I stated above, prof. Astărăstoaie was right, the doctors knew what they were doing. But a question still remains: why did they choose Viagra over Revatio? Is it because they didn’t know that there is a product specifically approved for this indication? Why would a pharmacist accept compounding a suspension in an improvised way when there is a (semi-)validated (by the MAH) method of doing so with a slightly different product specifically approved for children? If I was a journalist (which I am not), these were the questions I would have asked; not with the judgmental tone and conceit typical in my sweet country for most journalists, but with a real and sincere curiosity. I first supposed that it might have been the price, but it seems unlikely. The wholesale price (without VAT) per tablet is almost identical for Viagra 25 mg and Revatio 20 mg (20.78 RON for the former, 20.82 for the latter). There are cheaper generics available, approved for erectile dysfunction, which might justify their off-label use by some financially constrained hospitals, but the media reports were about Viagra and not its generics. If not the price, then what was the reason? Mere ignorance? 

4. The representatives of the Romanian College of Physicians (CMR) stated in that context that “The treatment of pulmonary hypertension with Sildenafil has been used for a number of years and is recommended in the guidelines and protocols accepted in USA and Europe”[2]. This has been indeed the case, but last in year in August, FDA recommended “that Revatio (sildenafil) not be prescribed to children (ages 1 through 17)”, based on a clinical trial showing that in paediatric patients at higher doses there was an increased risk of death, while at low doses the product is not effective (Barst RJ, Ivy DD, Gaitan G, et al., Circulation 2012;125:324-334). The representatives of CMR made clear that regulatory bodies such as the National Medicines Agency are not competent to regulate medical practice (an idea which in the United States has been repeatedly confirmed in courts), and that therefore off-label use should be the responsibility of the medical doctor (a view which I share, as long as a clear warning of the regulatory body has not been duly issued). Anyway, FDA is in the USA and we are in Europe, where Revatio still has an approved indication in children. And this is the last point I would like to shortly discuss. Here we are again in the old pattern beautifully expressed by Blaise Pascal: “A strange justice that is bounded by a river! Truth on this side of the Pyrenees, error on the other side.” (In this case one should say truth on this side of the ocean, error on the other side). 

In September 2011, CHMP adopted an opinion based on which the SmPC was updated with a warning that “Higher than recommended doses should not be used in paediatric patients with PAH”. This was initiated following a recommendation of the Data Monitoring Board, seemingly in relation with the same study on which FDA based its warning. Who is right and who is wrong? Or, more correctly, what are the arguments against the use in children and what are those in its favour? This would have seemed to me a sensible discussion of substance. The European authorities considered that the benefits of sildenafil are still outweighing the risks in the paediatric population; FDA deemed the risks higher than the potential benefits. 

As I stated in a similar context, it depends on the way one looks at the data, because (like many other trials) this STARTS-2 trial is imperfect and affected by uncertainties and limitations. As the Scientific Leadership Council of the PHA (Pulmonary Hypertension Association) has pointed out, “The results from the STARTS-2 trial do not account for the differences in disease severity at the time of enrollment or subgroups of PAH children who might respond more favorably. With respect to long-term survival, there was no control group (untreated group) for comparison. The overall survival for the sildenafil treated patients is very favorable compared to historical controls (untreated patients reported in previous studies). Survival is also favorable in current cohorts of treated patients despite the reported association between high dose sildenafil and increased mortality.”[3] But it is widely known that historical controls are very unreliable, so the first argument has not much weight. As for the second, I have not seen the data to form an informed judgment. I think that a thorough discussion of the two opposing views in an academic journal should be more than welcome.  



[1] Revatio : EPAR - Scientific Discussion. Available at http://www.emea.europa.eu/docs/en_GB/document_library/EPAR_-_Scientific_Discussion/human/000638/WC500055837.pdf [15.03.2013]
[2] http://www.doctorulzilei.ro/colegiul-medicilor-despre-tratamentul-cu-viagra-la-copii-se-poate-da-inclusiv-bebelusilor-cu-rezultate-spectaculoase/ [15.03.2013]
[3] http://www.phassociation.org/Patients/Treatment/RevatioForPediatricUse [15.03.2013]