AMTRA moves with the times

Eleven years ago AMTRA (Animal Medicines Training Regulatory Authority) established its unique qualification for the sales representatives of animal medicines companies. Now the qualification is moving with the times to make it even more relevant and help today's sales representatives give best information about the animal medicines they sell.

Speaking at the Annual General Meeting of the National Office of Animal Health (NOAH), AMTRA Manufacturers Committee chairman Bert Burns said that for the past two years his Committee had been working towards accreditation from a formal academic body, namely the Open University. To achieve this, a new manual that is currently being produced provides more balanced teaching for AMTRA students.

Reviewing the establishment of the AMTRA qualification, Mr Burns said: "Since 1974, the Codes of Practice of the ABPI and NOAH have required sales staff of animal medicines manufacturers to be trained. However, it was not until 1989, when NOAH recognised the need to define the training and the importance of a specific qualification, that a training committee was created to devise a scheme for training and qualifications.

"In 1991, NOAH launched its new training programme for sales staff. Compiled in collaboration with Harper Adams agricultural college, it required an estimated 200 hours of study to prepare for the examination. To support this initiative NOAH incorporated into its Code of Practice clause 14.1, which stated that: 'Representatives must be registered with the Animal Medicines Training Regulatory Authority (AMTRA) and hold the relevant AMTRA certificate where required.'

"In 1994 the manual was updated: but concerns were expressed by manufacturers that the training was biased towards farm animals, at that time the largest market sector. Over time, however, the balance of the market has been shifting. The 2001 NOAH sales survey figures, published today, show that 54% of sales are of products purely for companion animals.

AMTRA recognised the need for change. "After many hours of debate within committee and taking the advice of the veterinarians on the committee, Dr Douglas McEwan began writing and editing a new manual. We believe that this new course will provide a balanced teaching for students, and member companies can be sure that the learning is directed towards their needs," said Mr Burns.

"In recent years, as businesses have become more focused on specific market sectors, another issue which arose was that, apart from satisfying the NOAH requirement for training, there was no perceived added value to the trainee, or in some instances to the companies who funded the training. Outside accreditation was therefore paramount. The new handbook, being designed in collaboration with the Open University, will be formatted and tailored to meet distance learning needs.

"In mid June, after the work on formatting the new course material has been completed, a complementary copy of the new Manual will be sent to all students currently enrolled in the scheme and who are registered with AMTRA for the year 2002," said Mr Burns.

The work of AMTRA goes on. Dr McEwan, who has been instrumental in the production of the new manual is today assessing an examination at Harper Adams. Mr Burns paid tribute to his work.

Ends

18 April 2002

Notes for Editors

1. For further information contact Phil Sketchley or Alison Glennon at NOAH, tel. +44 (0)20 8367 3131, or visit the NOAH website.or e-mail noah@noah.co.uk or visit the NOAH website www.noah.co.uk; or AMTRA - Mrs Winn Dawson on 01394 411010, or e-mail info@amtra.org.uk or visit the AMTRA website www.amtra.org.uk

2. AMTRA is an independent regulatory body whose task it is to ensure that the distribution of animal medicines in the UK is undertaken in a responsible manner by qualified persons. The board of AMTRA comprises an independent chairman and vice-chairman, two directors appointed by DEFRA, two from NOAH, three from Animal Health Distributors Association and one each from National Farmers Union, Pet Care Trust, British Veterinary Association, Royal Pharmaceutical Society of Great Britain and British Equestrian Trade Association.

3. The National Office of Animal Health was formed on 1 January 1986 to represent the UK companies which research, develop, manufacture and market licensed animal health products. The association has 37 corporate members and 12 associate members. In 2001 NOAH's members accounted for around 95% of the £359 million UK animal health market, with additional valuable exports.

4. There are now 4 different AMTRA Registers of Qualified Persons: Agricultural Merchants Suitably Qualified Persons (SQP) Register, Saddlers Suitably Qualified Persons (SQP) Register, Animal Medicine Manufacturers' Sales Staff Register and GSL Companion Animal Medicines Register.

5. The Training and Certification of Companion Animal Medicines (GSL) Sales Staff award, which is an appropriate qualification for NOAH members selling purely pet GSL products, was devised by the Pet Care Trust, in 1998 with full support from NOAH and AMTRA. It is designed for retailers of GSL pet medicines to the public and for manufacturers' sales representatives selling pet medicines on the General Sales List to retailers.