Doctors in central government hospitals will no longer meet pharmaceutical representatives in person as part of a new directive to protect patient time and curb promotional influence.

Doctors in public hospitals will now have fewer interruptions during their workday. A recent directive from the Directorate General of Health Services has barred pharmaceutical representatives from entering the premises of central government hospitals. This move is aimed at stopping direct marketing practices that often take up doctors’ time and could affect the quality of patient care.

For years, pharmaceutical representatives have visited hospitals regularly to speak with doctors about new products. These visits, often during clinic hours, have been flagged for delaying treatment, especially in busy government hospitals that serve a large number of patients from remote and low-income areas. According to officials, the time meant for patients was often used to entertain discussions unrelated to immediate medical needs.

According to an ET report, the directive dated May 28, has instructed all government hospital heads to ensure full compliance and submit an action report. Instead of in-person visits, pharma companies will now have to share information about new drugs or treatments through email or digital platforms. This shift is part of a larger effort to move towards transparent communication and reduce any personal influence on prescribing practices.

Officials have also raised concerns about the broader implications of the pharma-doctor relationship. Incentives like gifts and free samples have long been part of the industry’s outreach efforts. The government sees these as potential risks to unbiased clinical judgment, especially in institutions where many patients rely entirely on public health services.

This policy follows the introduction of the Uniform Code for Pharmaceutical Marketing Practices, released last year. The code was designed to set clear limits on how companies can promote their products, what is considered acceptable, and how complaints will be handled. It also sought explanations from companies on why promotional freebies are still considered necessary.

The government’s latest step is seen as part of its effort to tighten control over how medical products are marketed in the country. The goal is to ensure that healthcare professionals focus on evidence-based care rather than industry-driven promotions. Officials have emphasized that hospitals are spaces meant for treatment, not product promotion.

While pharmaceutical companies can still communicate with doctors, they must now do so remotely and in a structured way. This reduces the chance of unscheduled visits and limits influence during critical working hours. It also creates a formal trail of information sharing, which can be reviewed when needed.

With this decision, the government aims to keep medical spaces patient-focused, reduce distractions, and make sure that public hospitals prioritize care over commerce.