Ethical marketing practices

Novartis recognizes that our credibility as a leading, ethical healthcare company depends, among other things, on upholding high standards of marketing and communication. As a pharmaceutical company, we have an obligation to provide accurate information and education about our products and their use to healthcare professionals and consumers.

As well as adhering to the principles of ethical business conduct enshrined in our Code of Conduct, Corporate Citizenship Policy and Guidelines, Novartis Pharma associates are guided by the specific standards for marketing activities set out in the Novartis Pharma Promotional Practices Policy (NP⁴). Similar policies are in place for the other Novartis divisions.

All Novartis Group affiliates engaged in the promotion of prescription pharmaceutical products must adhere to promotional practice policies and guidelines which find their basic reference on the following 10 principles:

1. Promotional practices must be consistent with patients' benefit, must be ethical and must be in good taste.
2. Information provided must take account of customer needs and must be based on product information as it has been approved by the local authority, derived from the approved Basic Product Information.
3. Event sponsorship must be clearly disclosed and the primary objective of a meeting must be scientific in nature.
4. Hospitality must be appropriate, in good taste consistent with local practices and secondary to the main purpose of the meeting.
5. Gifts must be modest and relevant to the practice of medicine.
6. Personal incentives to prescribe are prohibited.
7. Samples must be handled with the prime objective of familiarizing the customer.
8. Sales representatives must have appropriate training and product knowledge.
9. Post-approval studies must be conducted in accordance with the referenced guidelines and local laws.
10. Compensation for healthcare professionals must be provided only for actual, reasonable and necessary services.

Read our position on Ethical promotion of pharmaceuticals.