Leveraging the ABPI QR Code Update: Enhancing Prescribing Information Through Best Practices
March 21, 2025 | ABPI, Digital, HCPs, QR codes, digital PI, prescribing info, regulatory affairs
ABPI’s recent update permits QR codes in printed pharmaceutical materials for prescribing information. By ensuring visibility, providing clear instructions, linking directly, and keeping content current, companies can enhance accessibility, ensure compliance, reduce costs, and increase engagement with healthcare professionals.
The pharmaceutical industry in the United Kingdom is undergoing rapid transformation, with digital solutions increasingly integral to how organisations communicate product and prescribing information to healthcare professionals. The recent revision of Clause 12 in the Association of the British Pharmaceutical Industry (ABPI) Code of Practice introduces new guidelines for incorporating Quick Response (QR) codes into promotional materials. This change presents significant opportunities for regulatory managers, product managers, and marketers to improve the dissemination of prescribing information.
Insight into the ABPI QR Code Update
According to the updated ABPI Code of Practice, companies are now allowed to include QR codes in printed promotional materials as a method for providing prescribing information. In printed contexts, a clear and prominent QR code can be included, accompanied by instructions for scanning to access the prescribing details. However, for digital materials that recipients access on their own devices – such as emails or websites – the prescribing information must be embedded within the material itself or provided via a direct link. Relying solely on a QR code in these digital formats is not acceptable.
Best Practices for QR Code Implementation
- Ensure Visibility and Clarity
The QR code should be large enough for easy scanning and placed prominently within the material. Using high-contrast designs, such as a dark code on a light background, enhances scannability.
- Provide Explicit Instructions
Include simple guidance like “Scan this QR code to access the full prescribing information.” This clearly communicates the purpose of the QR code and encourages healthcare professionals to engage with it.
- Direct Linking to Prescribing Information
The QR code should link straight to the prescribing information without any intermediate steps. It’s essential to optimise the landing page for mobile devices, given that most users will scan the code using smartphones.
- Keep Information Current
Utilise dynamic QR codes that allow you to update the destination URL without changing the QR code itself. This ensures that the information remains up-to-date without the need to reprint physical materials.
- Adhere to Mandatory Information Requirements
Even when QR codes are used, certain information must still appear within the promotional material. This includes the product’s legal classification and the adverse event reporting statement, among other requirements.
Advantages of Using QR Codes for Prescribing Information
- Enhanced Accessibility
QR codes offer healthcare professionals immediate access to detailed prescribing information, facilitating informed decision-making and potentially improving patient outcomes.
- Improved Compliance Management
Dynamic QR codes enable real-time updates to prescribing information, ensuring continuous compliance without the logistical challenges associated with redistributing printed materials.
- Cost Efficiency
Reducing the need for extensive printed materials can lead to significant savings in printing and distribution costs, while also contributing to environmental sustainability.
- Increased Engagement and Data Insights
QR codes introduce an interactive element that can more effectively engage healthcare professionals. Additionally, tracking QR code scans provides valuable data on engagement levels, which can inform future marketing strategies.
Conclusion
The ABPI’s update regarding QR codes offers a valuable opportunity for pharmaceutical companies to modernise their communication strategies with healthcare professionals. By adopting QR codes and following best practices, organisations can enhance accessibility to prescribing information, ensure compliance, reduce costs, and obtain insightful data to support strategic decisions.
Learn More
To explore how QR codes can revolutionise your approach to prescribing information and to discover detailed strategies for successful implementation, read the full article on the Genetic Digital blog.
Pi 360 – Digital PI & QR Code Tool
Pi 360 is a customisable web application that we have developed that automates the creation, updating and distribution of compliant digital PI, including permanent QR codes and real-time SmPC updates.
This content was provided by Genetic Digital
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