Good Relationship Practice (GRP) constitutes 3 principle questions that emerged from research by the INTEGRITY Initiative – a qualitative series of research interviews sponsored by Adelphi Communications. GRP will be debated at the inaugural conference on PPII in London in September. Updates from the discussion will be provided.

Principle question 1
Does this interaction, or series of interactions, encourage scientific exchange of information or lead to an enhanced skill that will ultimately benefit the care of people living with disease and/or enhance the knowledge of those aspiring to help people to overcome, manage or better understand a medical condition?

In practice:

• Interactions will have clearly defined objectives and transparent expectations that are agreed in advance of the exchange.

• All participants in the exchange will pre-read relevant guideline and compliance documents ahead of an interaction.

• The pharmaceutical industry will summarise relevant guideline and compliance rulings in a single point list which will be included in any core documentation as the interaction is planned, carried out and recorded.

Principle question 2
Does this interaction require a minimal level of promotional literacy and contextual arbitration to guarantee it is an interaction of merit – be that in the form of a discussion, debate, exchange of experience, educational/knowledge update, personal opinion or release of specific product information?

In practice:

• The industry will proactively delineate between pertinent scientific information and product-specific information; a verbal or written comment will precede product discussion such that all participants are clear that product bias may present in the interaction and that there are other treatment options that practitioners could independently seek information about.

• Physicians will approach the interaction, or counsel more junior members of the community, to participate with advanced appreciation of the current treatment modalities for the condition, the standard evidence-based clinical trial format for the area and the risk:benefit ratio to permit an interaction that is in-context with current thinking about the condition and treatment options for the condition.

• Where there is a recognizable gap in promotional literacy and contextual arbitration, industry will provide independent 'consultants' to adjudicate the intention of the interaction and to ensure all participants are at the appropriate level of understanding ahead of an interaction to enable unbiased interpretation and engagement in the topics discussed.

Principle question 3
Is there any possibility that this interaction could be viewed as an inappropriate activity that could damage the perception of any of the participants' intention and integrity to engage in a positive collaboration that furthers medical scientific understanding?

In practice:

• The industry will responsibly cross-check understanding of the objectives with all participants and eradicate ambiguity around the intention of the interaction.

• Industry will establish and communicate in-company policies that ensure GRP is understood and implemented; where possible this will include an annual statement of the interactions with the medical community and the benefits of these interactions complicit to Principle Question 1.

• Consultants, Marketing Practitioners and supporters of industry will proactively contribute to the upkeep of GRP in their service roles.