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The Importance of PromotingCodes of Ethics to Stakeholders

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Ethical Business Practice is Everybody’sBusiness

Industry alone cannotachieve ethical businesspractices. There should becontinued engagement

and partnership betweenall stakeholders to ensure

an ethical environment.

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Government

ealthcareProfessionals

ospitals

Pharmacists

!istributors

Patients "PatientGroups

#edia

$ho are the Stakeholders%

Industry

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Government Stakeholders

Governments across the 21 APE economies have endorsed the!e"ico ity Principles# but many o$ the relevant governmentstakeholders may not have heard o$ the Principles to%date.

&umerous potential stakeholders at national'regional levels(

)ood and *rug Administration

!inistry'*epartment o$ +ealth

Pricing and ,eimbursement'Procurement Agencies

Anti%orruption Authorities

!inistry o$ Industry'Trade

-thers

&eed for continued and ongoing engagement

'egulators( Enforcers( Customers( Payors( Champions

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ealthcare Professionals )CPs*+ssociations,ospitals

Industry interactions with +Ps can present most

signi/cant risks Industry interactions with purchasing agents in

+ospitals# Institutions and orporations also a point o$risk

Industry should help +Ps and their representative

associations understand the new environment $orethical business practices

Industry should partner with +Ps to motivate change

In many o$ the APE Economies# +Ps are alsogovernment employees

Customers - .!emand Side/ of 0nethical Practices

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Pharmacists " !istributors

Important actors in the supply chain. )or over%the%counter products# pharmacists in some economiesmay be relied upon by patients in the same way that

they would other healthcare pro$essionals 0ike +Ps# pharmacists and distributors should

understand industry odes o$ Ethics to ensureunderstanding o$ new rules o$ road and that they donot inadvertently $acilitate unethical businesspractices.

Also like +Ps# they are well placed to e"plain i$ thereare systemic issues that $acilitate or encourageunethical business practices.

Intermediaries - Potential Conduits for 0nethical Practices

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Patient Groups

hared goal o$ ensuring that medical decisions are made inthe best interests o$ patients

 This principle underpins the APE !e"ico ity Principles Patient groups need to understand the purpose o$ odes o$

Ethics and to see results change3 $ollowing implementation

In turn# Patient Groups can serve as strong advocates $orodes o$ Ethics with all other stakeholders# patients and

broader society

1oice for Patients

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#edia ,egardless o$ how success$ul industry companies and associations

are in promoting and seeking implementation o$ codes o$ ethics#scandals will most likely take place.

As a result# each industry company and association should considerits communication strategy with the media .

Industry companies and associations should not wait $or an issue to

emerge. 4uilding connections ad in$orming media on steps that arebeing taken to implement ethical business practices on a consistentbasis so that when an issue arises the ode o$ Ethics is not beinge"plained $or this /rst time.

It is in the interest o$ all stakeholders to embrace ethical businesspractices and demonstrate their commitment to patients andbroader society. To this end# media can be a key ally.

5irtuous circle % positive media interaction can also help promoteodes o$ Ethics to other stakeholders.

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The Industry

6nethical business practices by one or a $ew enterprisescan damage the reputation o$ an entire industry within aneconomy or across borders.

As such# it is important $or companies and associations topromote code o$ ethics to all enterprises# even i$ they arenot association members.

ollaboration and unity presented to other stakeholderscan place industry in a strong position to advocate $orhigh ethical standards.