'IMPRACTICAL' REGULATIONS UNDER SCRUTINY

The July 2011 publication of draft regulations and guidelines relating to Complementary and Alternative Medicine (CAMS) by the Department of Health galvanised the Health Products Association of Southern Africa (HPA) into action. Deemed inappropriate and impractical, these regulations propose incorporating CAMS within the general regulations for pharmaceuticals, a move that could be devastating to the local health products industry.

As the body responsible for protecting this industry, the HPA immediately appointed a task team to thoroughly scrutinise the two documents and formulate appropriate comments regarding the inherent problems. The task team was headed by Janet Welham, who worked in conjunction with Peter Kreft, Colin Levin, Andre Burhlen, Dr Denice Smit and Debbie Flandorp. They consulted various stakeholders in the industry including Clicks, Dis-Chem, the Logistics Association, SMASA, ADSA and others, who were to independently submit their own comments once all parties were in agreement, based on the task team’s advice. 

“We were originally only given three months to comment, which was not enough time,” states HPA Chairman Dr Alan Tomlinson. The HPA therefore requested an extension which was eventually granted by Health Minister Dr Aaron Motsoaledi at the last minute. By this time the HPA had already prepared and submitted a draft set of comments.

“We had done an enormous amount of work on the regulations and guidelines,” continues Tomlinson, “but the extension allowed us to expand on that and include more detailed and extensive comments that outline a process that we consider would be more fair to and workable for the industry.”

A primary concern is the effect the proposed regulations could have on raw material suppliers who will have to ensure that all their materials are accredited by appropriate and approved sources, which will make the path of manufacture more easily manageable.

“We’ve asked for the opportunity of interacting with the Department of Health on the matter of regulations and guidelines and the Registrar has agreed to this opportunity of exchanging information,” reveals Tomlinson.

To this end, a number of small industry task teams will lobby relevant parties within the DoH. Janet Welham and independent consultant Nicola Brink are to workshop the submissions with Dr Joey Gouws.  Dr Tomlinson and Peter Kreft will lobby Professor Peter Eagles, who is Chairman of the Medicines Control Council and the Complementary Medicines Committee. Peter Kreft will liaise with the Traditional Healers Association representative, Phepsile Maseko.

Tomlinson is optimistic that the outcome of these interactions will be positive. “I think there will be goodwill as our intention is ethical and we are not being obstructive. Our desire is the implementation of responsible regulations that will be advantageous to both the industry and consumers, and in order to achieve this we will do everything we can to be helpful, promotional and constructive.”

CREATING PR OPPORTUNITIES
FOR HEALTH PRODUCTS

As the number of new health products introduced on the market increases, so does the pressure to attract consumer attention. Competition in this industry is stiff and to achieve sales and success a product must permeate consumer consciousness. A well-structured public relations campaign can go a long way towards achieving brand visibility.

To provide HPA members with insight into the opportunities this strategy can offer, a presentation entitled Creating PR Opportunities on a Limited Budget was prepared by Maria Ascencao, Bruce Dennison, Deirdre Allen and Riano Greenblo Communications.  It was delivered to members at the HPA General Meeting on 17 November 2011 by HPA Executive Council Member, Maria Ascencao, who outlined the various means that could be adopted, developed and utilised in a public relations campaign.

“Small businesses in particular often find themselves at a crossroads in a tough economy, when marketing budgets are small but sales are necessary and consumer awareness is all-important,” states Ascencao. “In these situations a good PR plan can play a positive role in raising consumer awareness of a product, service or company. When small business owners create a business plan they often include advertising but neglect to include public relations, which is one of the most cost-effective methods for small businesses to raise awareness. The reason for this is that we are more familiar with advertising. Many companies are unaware of the role that PR plays in placing articles in the press. PR can be incredibly valuable to a small business as it is much less expensive than advertising. Small businesses with tight budgets will typically get more for their money when choosing PR over advertising. A consistent public relations programme will help build general awareness of a product, service or brand and will supplement any direct marketing and advertising efforts.”

The well-received presentation stressed the advantages of making use of the popular communication channels of print and radio, as well as utilising various online options. It also advised fostering a positive and mutually beneficial relationship with the media as well as getting involved in various forms of sponsorship. The presentation included hints on the execution of a successful PR campaign, as well as the HPA PR schedule for 2012.

INTEGRATIVE MEDICINE HITS THE HEADLINES

The Journal of Integrative Medicine SA - the first and only print magazine of its kind in the country - was launched in November 2011.  Published by Medspec, this trade journal is designed purely for the healthcare professional and will be sent free of charge to 2 000 general practitioners, homeopaths, chiropractors and certain allied health professionals.

Integrative Medicine (IM) is a healthcare paradigm currently gaining global acceptance, recognition and respect. In 2001 the British Medical Journal described this developing system: “Integrated or Integrative Medicine is practising medicine in a way that selectively incorporates elements of Complementary and Alternative Medicine into comprehensive treatment plans alongside solidly orthodox methods of diagnosis and treatment.”

“IM can be defined as an attempt to employ different modalities of medicine to provide the best combination of treatments for the benefit of the patient,” explains HPA Chairman Dr Alan Tomlinson.

The niche-market group, Medspec, which was established in 2001 to supply high quality medical information to the Southern African medical and pharmaceutical market, currently publishes eight Western Medicine journals. On his decision to launch the new magazine, publisher Reni Rouncivell says: “There are numerous medical journals available to medical professionals, and while there is an abundance of information relating to pharmaceuticals and medical devices, there is a serious lack of credible information relating to complementary and alternative medicine. As a firm believer in the use of CAMS and pharmaceuticals where indicated, I believe the local medical fraternity could benefit from learning more about this dynamic and rapidly-growing field and that there should be no conflict of opinion, but a growing synergy relating to all forms of patient treatment modalities. The Journal of Integrative Medicine SA will endeavour to educate and assist healthcare professionals to be able to recommend alternative products and services to their patients, as well as enable them to respond to patient questions with more authority and peace of mind.”

The journal, which will consist of peer-reviewed international articles and a small selection of local input, is edited by healthcare entrepreneur Dr Arien van der Merwe, who is highly respected with an impressive list of credentials. A medical doctor believing in a holistic, integrative approach to optimise health and well-being, she is also a public speaker and trainer, internationally published author of more than 17 books on health and wellness, and furthermore a specialist corporate health and wellness service provider. She has 16 years’ experience in integrative medicine, workplace wellness, stress management and health promotion, and is Medical Specialist, Health and Wellbeing, for EOH Health. She also writes for and consults to many magazines in South Africa.

“With the new journal we want to make doctors aware of the numerous options available to them in the natural medicine field,” explains van der Merwe. “Medical doctors are in a very powerful position because people go to them for advice. Most of them work with the limited medical arsenal that they’re familiar with. We intend to provide them with examples of evidence-based CAMS research in order to educate them about the wide selection of gentle, natural alternatives to drugs. By educating them and increasing awareness we will provide them with more options to offer their patients, thereby benefiting the general public.”

“An increasing number of practitioners are finding benefits in combination-therapy,” concludes Tomlinson, who is confident that IM has a bright future.  “Integrative Medicine will continue to grow around the world and develop a new genre of successful practitioners who incorporate the most effective elements of diverse healing systems.”

PHARMATAG TALKS TO CAMS INDUSTRY

On 2 November 2011 the HPA hosted a dual-workshop event in Johannesburg. The first was presented by leading legal expert, Anthony Norton of Norton Inc Attorneys at Law, and discussed the pertinent subject, Consumer Protection Act Compliance of Complementary Medicines. This was followed by a demonstration of PharmaTAG technology by Ian Puttergill of TrustaTAG. PharmaTAG is a cost-effective compliance tagging mechanism specifically devised for the pharmaceutical and natural products industries. Endorsed by legal experts, it enables consumers to access product information required by the Consumer Protection Act (CPA).

PharmaTAG is a unique, patented 2-D tag that enables a consumer to use their mobile phone to scan a product and receive detailed and enhanced information in the language of their choice. Developed alongside a carefully selected team by Ian Puttergill, who is Chief of Strategy at TrustaTAG – of which PharmaTAG is a division – this revolutionary tagging technology caters to a variety of industries. The company, launched in early 2011, has already received recognition from Microsoft as an innovator in the 2D barcode arena worldwide.

For Puttergill the workshops were valuable from a business perspective as well as for “getting the word out that the CPA needs to be taken seriously!” Says Puttergill:  “Most of the companies that attended appreciated this simple and cost-effective way to minimise risk against CPA issues, but almost all of them saw and understood the tremendous marketing value that a direct connection with their consumer-base can bring - something which is a by-product of the PharmaTAG system.”

While PharmaTAG is used for CAMS products, all commodity products such as cosmetics, beverages, foods and the like fall under TrustaTag. Use of this revolutionary technology is expanding rapidly. “Several companies large and small have signed up,” reveals Puttergill, “both in complementary and pharmaceutical space, as well as in cosmetics and beyond.”

General Manager of AIM Africa Inc, Matthew Rademan, was immediately impressed with the concept and is preparing to become a client. “This is a cost-effective solution to a constantly changing and challenging legislative environment on package inserts,” he says. “It is one of those solutions that are simply too easily implemented to ignore. The industry must help increase awareness and communication to the public and this is, in my opinion, the simplest solution to helping everyone involved achieve just that.”

For further information contact: info@pharmatag.com

PARTNER WITH THE HPA TO PROMOTE YOUR PRODUCT

Since it’s inception in 1978, the HPA has been at the forefront of promoting the health products industry in South Africa. As one of the primary aims of the association is to assist the industry achieve its full potential, the HPA has set up various promotional tools to help members publicise their companies, brands and services.

The HPA invites its members to make use of these established platforms for their own publicity purposes: HPA Headlines e-newsletter; Inside Track relevant industry report update; HPA website www.hpasa.co.za and the latest addition, our Facebook page, Healthwise.

In 2012 the new-format HPA Headlines will be produced bi-monthly and four editions of Inside Track will be circulated. The website is regularly updated and our Healthwise Facebook page urgently needs members to add their communications. In order for these promotional tools to accurately reflect what’s happening in the South African health products industry and serve the purpose of promoting members, input is required from all parties.

“All these vehicles have been set up to promote the industry, the HPA and all our members,” says HPA Executive Secretary Deirdre Allen. “We therefore urge our members to make use of them and we encourage them to contribute interesting information and developments regarding their products and companies that they wish to promote.”

So share your news with us – anything and everything, from relevant research developments and visiting experts from abroad, to new appointments and product launches.
Send your information to: zan.e@mweb.co.za