Home' Australian Pharmacist : Australian Pharmacist August 2013 Contents 78
Australian Pharmacist August 2013 I ©Pharmaceutical Society of Australia Ltd.
BUSINESS AND INDUSTRY NEWS
NPS launches brand choices
Community pharmacies have been receiving
NPS resources to help pharmacists and
pharmacy assistants promote medicines
safety and medicine brand choices.
The new resources are part of the NPS
MedicineWise Brand Choices campaign.
They feature the creative use of machinery
cogs to dramatise how the same ‘mechanism’
or active ingredient is used in both generic
and originator brands.
They’re designed to facilitate discussions
about the safe and effective use of generic
medicines, and empower people to make
confident decisions when buying their
medicines. The campaign conveys a clear
message that in most cases, different brands
of medicines containing the same active
ingredient are an equal choice.
NPS MedicineWise clinical adviser Dr Andrew
Boyden said that community pharmacists
and pharmacy assistants are uniquely placed
to help people understand why they are
offered a choice of medicines and to ensure
people make safe choices when it comes to
‘Being offered a choice of brands can be a
very confusing experience.’
‘From research with consumers we know
that people are getting comfortable with the
idea that medicines come in different brands;
but they still want reassurance that two
medicines, with the same active ingredients,
will work in the same way. As the interface
between consumers and their medicines,
pharmacists have a real opportunity to stop
and talk to people about their medicines; to
help people learn more about their brand
choices and the safety issues involved.
‘ The more people know about the active
ingredients in their medicines and the
different medicine names, the more
confident they can be in asking questions
and making safe decisions when they are
offered a choice of medicines,’ he said.
Dr Boyden stresses that supporting
pharmacies as places of genuine community
engagement is an important part of creating
a medicine wise Australia and improving
public health outcomes around the country.
Posters and DL brochure stands from the
2012 Brand Choices campaign are available to
re-order for free from the NPS MedicineWise
RB in pain strife
Reckitt Benckiser has been ordered to stop
advertising Nurofen for different types of targeted
pain relief for a second time.
The Therapeutic Goods Administration
Complaints Resolution Panel (CRP) ordered the
company to change its advertising claims in 2011
following a complaint that its marketing implied
different Nurofen branded products targeted the
site of pain even though they all contained the
same active ingredient.
A subsequent TGA ruling allowed the
advertisements to continue with changes to the
wording. However, adjunct Associate Professor
Ken Harvey from La Trobe University lodged a
fresh complaint claiming Nurofen ads breached
the TGA ruling.
He claimed that Nurofen ads online showed
people preparing for physical activity and rubbing
areas that appeared to be experiencing pain such
as the neck, forehead and lower back with the
words ‘you know exactly where you need it’.
The CRP decision said Dr Harvey’s complaint
was legitimate and the panel was satisfied that
the use of the descriptive names Nurofen Back
Pain, Nurofen Migraine Pain, Nurofen Period Pain
and Nurofen Tension Headache Pain was likely to
encourage inappropriate or excessive use of the
CHF welcomes primary care
The Consumers Health Forum (CHF) has
applauded Health Minister Tanya Plibersek’s move
to focus the health system towards primary care
in the community.
‘It is a welcome sign that the Government is
pursuing the primary care goal initiated by the
Prime Minister, Kevin Rudd, in his first term,’ CHF
CEO Carol Bennett said.
Ms Bennett was commenting on the Health
Minister’s announcement of $13.5 million for
new primary care research, including $2.5 million
for a new research organisation in partnership
with Canada and investment of $11 million in the
National Health and Medical Research Council
Better Health Partnership in Primary Care.
‘Effective primary care systems can prevent
illnesses from becoming more serious problems
needing acute care, as well as deliver patient-
focused care that results in healthier and happier
consumers – and lower health costs,’ she said.
‘CHF particularly welcomes Ms Plibersek’s
statement that the Government “is shifting the
gravity in the Australian health system towards
BD (Becton, Dickinson and Company)
has announced the Australian launch of
an innovative pen needle with a 5-bevel
tip and a flatter, thinner surface specially
designed to penetrate the skin more
easily.1 The BD Ultra-FineTM 4mm Pen
Needle with PentaPointTM Comfort offers:
• A patented 5-bevel needle tip,
demonstrated to improve injection
comfort compared to equivalent
• Reduced skin penetration force by 23%,
as demonstrated in a bench test1
• 4mm x 32 gauge, the shortest pen
needle currently available, providing a
less intimidating injection experience2
• Its length is in line with the 2011 ADEA
recommendations that support shorter
needles as being suitable for children,
adolescents, adults and obese patients,
without compromising glycaemic
The new PentapointTM 5-bevel technology
is the next in a series of innovations to
come from BD Medical – Diabetes Care,
a leader in diabetes injection devices for
almost 90 years.
Check your local NDSS access point for
availability. Visit www.bd.com/anz/ for
1. Hirsch L, Gibney M, Berube J, Manocchio J. J Diabetes Sci
2. Hirsch L, Klaff L, Bailey T, et al. Comparative glycemic control,
safety and patient ratings for a new 4 mm x 32G insulin
pen needle in adults with diabetes. Curr Med Res Opin.
3. ADEA Clinical Recommendations. Subcutaneous Injection
Technique for insulin (and GLP-1) and Glucagon-like peptide 1.
Australian Diabetes Educators Association, 2011.
Becton Dickinson Pty Ltd. 4 Research Park Drive, Macquarie
University Research Park, North Ryde, NSW 2113. BD, BD Logo and
all other trademarks are the property of Becton, Dickinson and
Company. © BD 2013.
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