compliant connections in an increasingly connected population connecting platforms into one campaign
TRANSCRIPT
Compliant Connections in an Increasingly Connected Population
Connecting platforms into one campaign
Past
Multichannel marketing
Journal ads
Fax
Direct MailersPaper detail aidsInternet
Past
Mailer16%
Audio Visual 6%
Journal14%
Opinion 2%
Detail Aid41%
Service Vehicle21%
2007 Submissions: Channel Distribution
Present
Paper Detail Aids
Mailer8%
Audio Visual 25%
Journal5%
Opinion 3%
Detail Aid40%
Service Vehicle17%
PI1%
2013 Submissions: Channel distribution
Mailers
Mailer8%
Audio Visual 25%
Journal5%
Opinion 3%
Detail Aid40%
Service Vehicle17%
PI1%
2013 Submissions: Channel distribution
Audio Visual
Mailer8%
Audio Visual 25%
Journal5%
Opinion 3%
Detail Aid40%
Service Vehicle17%
PI1%
2013 Submissions: Channel distribution
Journal Ads
Mailer8%
Audio Visual 25%
Journal5%
Opinion 3%
Detail Aid40%
Service Vehicle17%
PI1%
2013 Submissions: Channel distribution
Audio-Visual
Audio Visuals22%
E-detail aid22%
Slide presentations10%
Internet website44%
Social media1%
Broadcast0%
2013 Audio-Visual breakdown
Trends
• A visible shift in media channels• New ways to reach your audiences • Increased opportunity to engage with costumers
So what are some key considerations when creating multichannel marketing campaigns to engage patients, HCP and consumers in a
digital environment?
Building an Omnichannel Campaign
Branded HCP App
Branded patient website
HCP direct branded mailerSocial Media
campaign Wellness/adherence reward program
Corporate website
Omnichannel Campaign
Branded Patient App ?
Content (s.6.4.3)
Access Control (s.6.5.6)
Linkage (s.6.5.4)
Branded HCP App
Branded patient website
HCP direct branded mailerSocial Media
campaign Wellness/adherence reward program
Corporate website
Linkage
Branded Patient App
Branded App – Patient support program
Branded patient website
• Branded patient app to a patient branded website and vise versa– This is deemed acceptable and does not change
the regulatory status of either platform
Branded App – Patient support program
Branded patient website
• Branded HCP app to a patient branded website – This is deemed acceptable and does not change
the regulatory status of either platform• Branded patient website to a HCP app– This is not acceptable – different regulatory
audiences.
• Patient branded website to corporate website– Link from branded pre-gate landing page – Not
acceptable– Link from any page post-gate – can link to the
homepage
Branded patient website
Corporate website
Branded HCP App or HCP website Corporate website
• HCP branded app/website to corporate website– Link from branded pre-gate landing page – Not
acceptable– Link from any page post-gate – can link to the homepage
• Corporate website to branded HCP app/website– Must link to the landing page – haven’t verified
regulatory audience yet
Branded HCP App
Branded patient website
HCP direct branded mailer
Wellness/adherence reward program
Linkage
Branded App
Branded patient website
Wellness/adherence reward program
Linkage
HCP Mailer to promote: Branded HCP app
Both pieces are considered branded and must be within the limitations of the TMA.
Same regulatory audience
Therefore can be linked
HCP direct branded mailer
Branded App
Branded patient website
Wellness/adherence reward program
HCP Mailer to promote: Branded patient websiteDifferent regulatory audiences: - HCP delivers service to patient therefore can have access to patient site- Patient cannot have access to promotional material – should not be granted access to HCP mailer
*Note the patient website is subject to review as it is being promoted to the patient through the HCP
HCP direct branded mailer
Branded App
Branded patient website
Wellness/adherence reward program
HCP mailer to promote: Unbranded wellness/adherence program• Branded HCP mailer – will require review of the
program in the context of the brandEnsure it does not go beyond the limitations of the TMA (i.e. discussion of complications of the disease)
• Unbranded HCP mailer – (i.e. promote use of program to any patient with condition X regardless of sponsors therapy – acceptable linkage)
HCP direct branded mailer
Branded HCP App
Wellness/adherence reward program
• Branded patient or HCP app linking to an unbranded wellness/adherence reward program– Unbranded now has to be reviewed in the context
of the brand– Copy which may have been acceptable in the
unbranded context may now be challenged
Branded Patient App
Wellness/adherence reward program
• Example: Patients adherence to their medication is important to ensure they get the full effect
Adherence to your medication is important for controlling your hypertension and reducing your risk of long-term complications such as MI or stroke
Branded HCP App Branded Patient App
Branded HCP App
Social Media campaign
Branded Patient App
• Branded HCP app or patient app linking to social media campaign
Social Media (s.6.5.9)
• Websites and applications that enable the user to create or share content or to participate in social networking• It allows for user generated content (UGC) or dynamic content
Content within areas that are under the sponsors control are subject to all the current rules and
regulations for drug advertising and other activities
The sponsor of a site with UGC functionality looses some control over the message
BUT
retains much of the regulatory risk.
Therefore…
Social Media (s.6.5.9)
Start by asking yourself some questions to align the site with your risk tolerance
How much control am I giving to the
audience?
Will I have site rules? What will they be? How
will I communicate them?
To what extent will the site be
moderated?
To what extent will I be monitoring? What will I be looking for?
Social Media (s.6.5.9)
User Generated Content
• Can render a compliant page non-compliant
• Terms and ConditionsClear and accessible e.g. clear statement about what type of comments will be removed or modified
May minimize frequency of misuse
• Monitoring the Conversationi.e. semantic, automatic filtering mechanism
(brand key words, side effects etc.)
Social Media (s.6.5.9)
Correcting misinformation: e.g. misinformation about company or disease Corrections must be made promptly. PAAB preclearance not required if limited precisely to the minimum needed to correct misinformation.
Off-label discussions: Remove outright!!
Adverse event monitoring: Not enough to only provide a statement referring reporters to the pharmacovigilance / medical department.
Monitoring the Conversations:
Branded HCP App
Social Media campaign
• Dynamic content on the social media platform therefore, ask yourself:– How is that content likely to change?– Does that change affect the regulatory status of
my app? – What should I be aware of?
• Monitoring and moderating
Branded Patient App
Branded Patient App
Social Media campaign
• Branded patient app linking to social media campaign– Branded (previously reviewed and approved by PAAB) - OK – Unbranded disease support group/chat room/blogger
• Sponsors responsibility to ensure that the content meets branded patient regulations
– Violation could affect the acceptability of one or both channels
Branded HCP AppSocial Media campaign
• Branded HCP app linking to social media campaignBranded (previously reviewed and approved by PAAB)– HCP disease specific chatroom
• Sponsor is responsible for ensuring the content remains on label and meets advertising standards
– Unbranded disease support group/chat room/blogger• Sponsors responsibility to ensure that the content meets branded
patient regulations
– Violation could affect the acceptability of one or both channels
App Store: REVIEWS
1. This app provided me with all the info I needed to confidently prescribe my diabetes patient Jensulin
2. This app was no good. Froze all the time. Hard to find information I was looking for. Print outs would not load.
3. Jensulin saved my diabetes patients life. This app gave me so much information. Was easy to follow. Would recommend this app and Jensulin to anyone.
4. Hypoglycemia symptoms chart was not complete or user friendly.
• Options: • Monitor• Deactivate ‘Reviews’ section
PAABPharma
Identifies therapeutic area
Absolute claims, identifies therapeutic area
Identifies therapeutic area
Ok
App Store: RELATED APPS
Endeavour -Patient SupportLifestyle FREE
Eating Well with DiabetesFood & DrinkFREE
Insulin Device CenterEducation
Living with DiabetesLifestyle
Healthy EatingFood & Drink
Talking Tom CatEntertainment
Childhood DiabetesEducation
• Options:• Monitor • Remove/Deactivate this function
PAABPharma
Branded HCP App
Branded patient website
HCP direct branded mailerSocial Media
campaign Wellness/adherence reward program
Corporate website
Omnichannel Campaign
Branded Patient App
Now you should be ready to start your compliant
connections.
Questions?