Philip Morris Ltd. has suspended its pharmacy program, which offered financial incentives to stores that stocked its electronic cigarette products.
Last week, the world's largest tobacco company was called out by a leading healthcare organization in Australia for offering incentives to pharmacies that sell its e-cigarette products.
On Tuesday, August 2, the Royal Australian College of General Practitioners (RACGP) called on Phillip Morris Limited to implement their secret payment plan through the pharmacy IT solution group PharmaPrograms. The details were leaked when chemists were invited to participate in the program.
Pharmacies ordering the VEEV pod and electronic cigarette will receive $275, with an additional $5 for each customer referred to a GP for a prescription of the product, $10 for educating customers on using the device, and $5 for "medication support" when distributing new scripts for the electronic cigarette product.
Just three days after receiving criticism, it has been reported that PharmaPrograms has decided to suspend the program. The Royal Australian College of General Practitioners (RACGP) welcomed the decision on Friday, August 5, stating that it was a victory for ethical healthcare and common sense, thanks to the efforts of David and Goliath.
Philip Morris International has issued a rare statement criticizing the RACGP, the Pharmaceutical Society of Australia, and the Australian Medical Association, the latter of which has also condemned the scheme. The company expressed disappointment in these organizations for criticizing the plan, as they participated in the establishment of the prescriptive (nicotine e-cigarette products) model.
Australia's prescription-only model requires individuals who wish to consume nicotine to obtain a prescription from a medical professional. This is a unique measure aimed at protecting non-smokers from widespread exposure to e-cigarettes while allowing individuals to use these products under medical supervision to aid in smoking cessation.
According to Dr. Bruce Willett, Deputy President of the Royal Australian College of General Practitioners, the costs associated with purchasing products from a pharmacy are entirely different from the requirements for a nicotine prescription.
Dr. Willett stated, "Supporting a prescription-based model for electronic cigarette products is one thing, but providing financial incentives to pharmacists to not only stock electronic cigarette products but also refer customers to primary care physicians and 'educate' people on the use of the device is completely another matter.
Meanwhile, Chair and Professor of RACGP, Karen Price, expressed her hope that this will be the last update we hear regarding the program.
I hope this nefarious plan not only gets delayed, but gets shelved permanently. It has the potential to undermine the community's trust in pharmacies, and we must remain vigilant against any attempts by big tobacco companies to lure in new, lifelong users because they lack creativity in new ideas," said Professor Price.
She stated that one reason for the Royal Australian College of General Practitioners (RACGP) being cautious regarding the use of e-cigarettes is due to the strategy employed by large tobacco companies. E-cigarettes are often marketed as a healthier alternative to smoking.
Emily Banks, a professor of epidemiology and public health at the Australian National University's Research Centre for Epidemiology and Population Health, has expressed her approval of the Royal Australian College of General Practitioners' (RACGP) stance on the program. She noted that these companies have no position in Australia's healthcare system.
People expect that the services provided in pharmacies or any part of the Australian healthcare system are based on best practice and not on what companies pay people," she said.
Smoking is Australia's deadliest habit and remains the leading cause of premature deaths and disabilities. According to Professor Banks, up to two-thirds of smokers will die due to their habit, and over 10% of deaths worldwide are attributed to tobacco. This is also the cause of 50% of deaths in Indigenous Australians aged 45 and above.
Research by the Australian government indicates that the use of electronic cigarettes is harmful to non-smokers, especially young people. Professor Banks' response to marketing strategies claiming that electronic cigarettes can aid smokers in quitting is that they may be beneficial for individuals who have tried other methods to quit smoking.
However, she stated that the majority of people who use electronic cigarettes continue to smoke regular cigarettes. They not only perpetuate a life-threatening habit, but also add unknown ingredients. Experts do not know how long-term use will affect issues such as cancer and cardiovascular health.
We don't know what they do in the long term; it is very important for individuals to avoid prolonged usage," stated Professor Banks.
As is widely known, electronic cigarettes can cause addiction, poisoning, epileptic seizures, burns, and injuries caused by exploding devices, as well as damage to the lungs. She stated that some disposable electronic cigarettes contain nicotine equivalent to nine or more packs of traditional cigarettes, and each puff of the product is equivalent to one on a regular cigarette.
According to Professor Banks, research suggests that young people who use e-cigarettes are more likely to start smoking, and the marketing of brightly colored and sweet-flavored e-cigarette products targets predominantly young people.
There is a lot of evidence to suggest that these companies are attempting to reinvent themselves as health-conscious entities. If they succeed in doing so, they will cease to sell cigarettes and stop adding new smokers, but they will continue doing these things.
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