Code makers

The long-anticipated update to the ABPI Code of Practice has launched, with the real game changer landing in Clause 12.1, which reads:

‘In printed material, prescribing information must be provided within the promotional material either: by inclusion as text, or through a clear and prominent Quick Response (QR) code with instructions to scan it for the prescribing information.’

It’s exciting to see this major step to modernising the Code, but how can Pharma grasp this opportunity?

The benefits:

• Reducing compliance risks – use always up-to-date digital prescribing information (PI) rather than printed PI, which can be a safety risk when out-of-date information is left in circulation
• Process efficiencies – QR codes provide a continuous gateway to the latest PI, reducing the time spent to produce and approve it, and removing the need to withdraw out-of-date materials
• Providing a seamless user experience – using QR codes can positively impact the customers’ satisfaction with their experience and even yield more productive interactions
• Reducing print debt – using a QR code over printed PI reduces your print debt, supporting you to meet sustainability targets
• A better alternative to abbreviated PI – with HCPs preferring to look at the detailed information, linking to the full PI shows you really understand what they’re looking for
• Engagement insights – tracked links provide the means to gain insights on campaign engagement and preferences, such as user location and time of ‘click’

The Code states: ‘In digital material shown to a recipient in person (such as electronic detail aids on a company device, face-to-face presentations, etc.), the prescribing information must be provided within the promotional material…through a clear and prominent QR code with instructions to scan it for the prescribing information’.

So digital materials are on the cards, just as long as the QR code is shown in person for the customer to scan.

The ABPI Code states that the QR code should be ‘clear and prominent…’ It should also ‘be of sufficient size and clarity so that it can be scanned easily and positioned for ease of reference’.

In practice, this means that clarity of image is vital – 96dpi (dots per inch) is usually sufficient to ensure the QR code can be easily scanned. And as a general rule, using a distance to size ratio of 10:1 helps ensure it not only user-friendly, but looks professional.

Graphic designers work with high resolution images, so using an SVG file ensures that the QR code image is scalable without losing clarity. For more tips on implementing QR codes, see Datapharm’s best practices guide.

Fully operationalising QR codes for PI can take time, particularly if you need to get through organisational processes such as security vetting a new tool or supplier onboarding. A solution well integrated into your existing processes will make the shift to QR codes much smoother.

Aligned with the latest ABPI Code update, coming into force in January 2025, Datapharm (the provider of emc) has recently introduced QR code functionality into emc compliance, an integrated solution for sharing PI, which uses a single source of truth and provides audit reporting.

To stay informed about the latest digital medicines information and compliance trends, join Datapharm’s mailing list or contact servicedesk@datapharm.com.