UK consumer organisation the Patient Information Forum (PiF) has called for medical technology and pharmaceutical companies to provide patients and the public with better health information.

The call for more information in healthcare provision follows the Government’s recent Information Revolution consultation, which places emphasis on the need to inform patient choice.

“Pharmaceutical and medical technology companies have to wake up to the fact that patients and the public are their customers,” said Mark Duman, Chair, PiF (pictured). “This means they have to provide a service and no longer think in terms of just delivering a product.

“All good customer service starts with information, support and choice. Information can have a direct effect on your health; it should be regarded as a therapy and be supported in the same way that drugs and other treatments are within the NHS.”

The ABPI and MSD have agreed to support PiF. Kate Tillett, Director of External Affairs, MSD UK said that the company is “committed to the provision of high quality health information” and supports “measures that enable better communication between industry and patients”.

Formed in 1997, PiF aims to raise the standard of consumer health information (including information about treatment options). It has over 400 UK members, who provide public health information from within the NHS and the voluntary, academic and commercial sectors.