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PMCPA Case

Orion Pharma UK: respiratory review service seen as a switching mechanism for Easyhaler (AUTH/2722/7/14)

📅 8 March 2026 | 🖉 Dr Anzal Qurbain
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Key facts

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Case number
AUTH/2722/7/14
PartiesAnonymous ex-employee v Orion Pharma UK Ltd
IssueRespiratory review service in GP surgeries; concern it functioned as a cost-based switching mechanism to Orion Easyhalers
ProductsEasyhaler salbutamol, beclometasone, budesonide; Easyhaler formoterol (asthma/COPD)
Complaint received14 July 2014
Case completed27 October 2014
Applicable Code year2012
Panel findingsNo breach: Clause 2 and Clause 15.2; Breach: Clause 9.1, Clause 18.1 and Clause 18.4
AppealNo appeal
SanctionsUndertaking received; Additional sanctions: Not stated

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Reviewed by Dr Anzal Qurbain (FFPM) — ABPI Final Signatory

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What happened

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  • An anonymous, non-contactable complainant (ex-employee) alleged Orion funded an external company to run respiratory reviews in GP surgeries to alter prescribing and drive cost-based switching to Orion’s Easyhaler range.
  • The Panel reviewed how Orion’s representatives were briefed about the service and how the service was positioned alongside Easyhaler promotional materials.
  • Sales meeting slides used an abbreviation inconsistently (service provider vs a type of treatment), creating potential confusion and an impression that signing up reviews could be linked to achieving Easyhaler sales targets (eg “Achieve ÂŁ6M in sales by growing [abbreviation]…”).
  • Orion promotional materials included leavepieces and tools that encouraged switching to Easyhaler and highlighted cost savings (eg “Switching real-life asthma patients… to the Easyhaler…”, cost comparison guidance and an Excel tool estimating savings “changing them to Easyhaler”).
  • The respiratory review service leavepiece referenced “best value” and “prescribing efficiencies”, and the template protocol included a cohort focused on “practice preferred” inhalers and “budgetary efficiency”.
  • The Panel was particularly concerned about cohort 2 patient communications suggesting inhaler changes could occur without a face-to-face consultation, despite the importance of correct device use and adherence in asthma control.
  • Orion stated the service was an independent clinical audit/therapeutic review initiated in 2009, with bespoke practice specifications, and that prescribing decisions remained with the physician; Orion said reps were instructed to keep promotional and non-promotional activity separate.
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Outcome

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  • Breach found: Clause 18.4 (therapy review programme seen, on balance of probabilities, as more likely to lead to switching to Easyhaler when combined with promotional context/materials).
  • Breach found: Clause 18.1 (as a consequence of the Clause 18.4 breach).
  • Breach found: Clause 9.1 (high standards not maintained by providing switching-focused promotional materials and then asking reps to leave therapy review programme material).
  • No breach: Clause 15.2 (no specific allegation about individual representative conduct; reps were considered to have followed their briefings).
  • No breach: Clause 2 (service not such as to bring discredit upon or reduce confidence in the industry, despite concerns—particularly about cohort 2).
  • No appeal.
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