Companies may illustrate their promotional material with relevant patient case studies but everything which the company states, or the patient states, about the disease or response to treatment will be subject to the Code. Particular attention must be paid to Clauses 3.2 and 7. Patients chosen must be typical in terms of their condition and response to therapy; for example, those at the severe end of the disease spectrum with an outstanding response to treatment should therefore not be chosen. Asking patients to participate in videos and the like can be difficult as the company will be responsible under the Code for whatever the patient says, no matter how sincerely held are their views.
Patients can be paid if they have given up their own time to provide case study material to a company. Such payment should fairly reflect the time and effort involved.