Advertising

Are you wondering about ethical boundaries of advertising and promotion of medical products?

Ethical Advertising of Medicinal Products

The EFPIA HCP Code covers all methods of promotion including, but not limited to, oral and written promotional activities and communications, journal and direct mail advertising, the activities of Medical Sales Representatives, the use of internet and other electronic communications, the use of audio-visual systems such as films, video recordings, data storage services and the like, and the provision of samples, gifts and hospitality. However, compince with EFPIA HCP Code is not sufficent, becuse every country have special local regulations about ethical advertising of medicinal procuts. FarmavitaR+ International Network covers about 90 countries and is providing reviuwe of local compiance with advertasing legislation.  More info at  service page about Ethical Pharmaceutical Promotion and Communications

In general, EU Member States prohibit the advertising to the general public of medicinal products which:

•Are available on medical prescription only;
•Contain psychotropic or narcotic substances;
•Are not intended for use without the intervention of a medical practitioner.

As the industry focuses on understanding the guidelines and how to execute against them, we find that the larger point is that the regulators clearly recognizes the value of patient conversations on the Internet. The key for Pharma is how to leverage this new force in healthcare: the online empowered patient. We see the benefits that the Internet brings to patients every day. The more data we garner on patient experiences, the more informed the pharmaceutical industry becomes, in decision-making around medications and treatments. 

In this context, the patient insights available through user generated content can help pharma gain the relevant information they need to become true partners with patients and caregivers.

Exceeding the Patient Demand for Responsiveness

Embracing social media will require a willingness to move beyond the tightly controlled environment to which pharma is accustomed to take their patient-focused communications to a whole new level. No doubt navigating in the realm of immediate, transparent and responsive social media communications will come with a steep learning curve.

For those willing to take it on the rewards can be great because immediacy, transparency and responsiveness are precisely what patients online have come to expect. It’s apparent in the hundreds of thousands of posts we see patients generate daily across more than 3,000 social health sites to voice their concerns, needs, fears and hopes when its comes to their health.

Social media can predict the success of a new drug launch much faster than traditional methods. Many pharmaceutical companies try to measure the success of their launch based on weekly script trends. The difference between social media data and data derived from prescriptions is significant: social media data can predict the future, while script data record the past.

Online patient conversations and information is growing exponentially but understanding and leveraging that data remains a challenge for most pharmaceutical companies. Smaller pharma companies have been quicker to embrace the patient voice as a valuable real-time information source as they felt it more intuitive, unbiased and cost-effective than traditional market research.

“Social Media” for healthcare information is often incorrectly used interchangeably to refer to just two key networks, Twitter and Facebook. Consumers do not want to talk about sensitive health issues on their personal profiles. They are turning to thousands of anonymous health sites where they can ask questions and discuss their first hand health experiences without fear of personal exposure or their privacy being compromised. 

FarmvitaR+ International Netwok also provide social media managment services at many diffrent labgulages.  More info at service page about Managmetn of Soecial Media Communications

 

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