Self-regulated healthcare therapy industry codes of conduct – tackling current and emerging issues for maintaining good governance in Australia

Abstract

The healthcare therapy industry includes pharmaceutical, medical devices, complementary and alternative medicines, and other healthcare services. In Australia, self-regulating industry codes of conduct govern and guide the way the industry behaves and interacts with healthcare professionals, consumers, government, and other stakeholders, with the aim to maintain a positive public image of trustworthiness, accountability, and transparency within the industry. The current governance and monitoring of codes in Australia is adequate, but there are some unique Australian factors and emerging issues that may challenge the effectiveness of the codes. Current issues include the limited capacity of small companies for compliance and the perceived questionable cost-benefit of membership to codes of conduct. Emerging issues include providing up-to-date and relevant guidance with respect to changing demands and expectations from the healthcare professionals and consumers, the need for relevant and timely governance, and how to respond to changes in marketing and technology practices. Overall, a proactive consideration of emerging issues may help protect consumers and healthcare professionals from inappropriate marketing and industry behaviours before it gets to levels that may bring the industry into disrepute, which nobody wants to see occur.