We also recognise a growing concern that the way the industry currently provides information and education to HCPs may be perceived to inappropriately influence prescribing decisions. This is why we have committed to changing the way we work with doctors and HCPs.
The first of these changes is a new way to remunerate our sales professionals. From January 2015, none of our sales professionals around the world have individual sales targets. Instead, they are rewarded on their technical knowledge and the quality of the service their deliver to HCPs.
Secondly, we believe that we continue to have an important role in supporting the continued education of HCPs with information on disease, diagnosis and treatment, supplementing the education provided by governments and their employers. But, we will approach this differently to remove any perception of inappropriately influencing prescribing decisions.