dr nick broughton
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The role of the pharmaceutical physician in
the 21st century
Dr Nick Broughton
Managing Director
Pharmaceuticalethics.com
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Questions?
• Is the role of the pharmaceutical physician becoming content poor?
• Are we increasingly isolated as guardians of compliance?
• Are we any good at the compliance role?
• Are there any other jobs we could do?
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Conflict of interest
• Everything I own is paid for by income from the pharmaceutical industry
• I am biased
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Questions?
• Is the role of the pharmaceutical physician becoming content poor?
• Are we increasingly isolated as guardians of compliance?
• Are we any good at the compliance role?
• Are there any other jobs we could do?
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THEN
Advisory boards
Data presentations
Campaign development
Sales interaction
Study development
Expert liaison
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Now
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ZINC
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ferrari
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Questions?
• Is the role of the pharmaceutical physician becoming content poor?
• Are we increasingly isolated as guardians of compliance?
• Are we any good at the compliance role?
• Are there any other jobs we could do?
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Compliance
Behaviours
Beliefs
Core values
Code Training
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The Code
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BRAVE NEW WORLD
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Cheap
Harmful
Rapid
Uncontrolled Beneficial
Accessible
Powerful
Kind
Profound
Cruel
Vapid
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Social Media
Regulation
Pharma
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Opportunity
Fear
Pharma
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On which of the following aspects of the PMCPA digital guidance would you welcome
further clarification
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The current rule based compliance paradigm must
change - ethically competent companies will dominate; rule-
based hand-sitters will fail
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Re-attach our ethical animals…
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Common Morality
The Code
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Primary Intention
Justification
ActionsPrimary Outcom
e
COMMERCIAL
ETHICAL
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Have some courage…
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Rc α 1 EM
Rc = C 1 EM
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Why do ethics?
• Everything you do needs an ethical justification
• You are likely to come to the same conclusion as others
• Allows critical appraisal of Code and PMCPA decisions and guidance – you can’t debate if you have no ethical basis on which to argue
• Enables thinking through to solutions where there is no ‘Code’ guidance
• Allows contemplation of international issues
• The rest of the world doesn’t give a chuff about ‘the Code’
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Poll reveals huge public backlash over MPs’ expenses
Expenses: MP claimed
£82 for toilet roll.
Plop! Another Tory
lands in the duck soup
with expenses claim
Prosecutions loom as MPs face day of expenses shame
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Questions?
• Is the role of the pharmaceutical physician becoming content poor?
• Are we increasingly isolated as guardians of compliance?
• Are we any good at the compliance role?
• Are there any other jobs we could do?
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Questions?
• Is the role of the pharmaceutical physician becoming content poor?
• Are we increasingly isolated as guardians of compliance?
• Are we any good at the compliance role?
• Are there any other jobs we could do?
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Marketing
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The marketing model
From mass-market selling, to connecting with the customer
From “Large Campaigns” to “Continuous Engagement”
From “Controlling the message” to Transparency
From “Hard to Reach” to “Available Everywhere”
www.
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Which would you prefer?
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Staring into the abyss…
…and advising agencies
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Chance of benefit
Risk of harm
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Questions?
• Is the role of the pharmaceutical physician becoming content poor?
• Are we increasingly isolated as guardians of compliance?
• Are we any good at the compliance role?
• Are there any other jobs we could do?
![Page 44: Dr Nick Broughton](https://reader033.vdocument.in/reader033/viewer/2022061202/547c39fe5806b5f93f8b476b/html5/thumbnails/44.jpg)