Patient-centricity and compliance in the digital revolution

As the pandemic pushes pharmaceutical sales and promotional materials to digital platforms, compliance is top of mind. Pharmaceutical companies have focused on two innovation streams for promotional materials:

1. Reviewing on-demand resources for digital platforms: Compliance teams are applying the core review and approval standards used in the past to resources like product and medical websites.
2. Creating sales resources to use across new media: Companies are developing materials to use across new digital platforms. Here too, compliance with core review and approval standards is essential.

   Keys to success include anticipating, understanding, and mitigating risk and then thoroughly training sales representatives. When sales teams pivot to digital platforms, they must understand how to use the technology effectively and recognize who is listening on the other end. The goal is to deliver the right message with approved materials.

   Exception memoranda are an important tool for pharmaceutical companies, since decisions made today under extreme circumstances may be revisited years from now. If companies deviate from policy, they must document the reasons why and create a clear record.

At the Pharmaceutical Compliance Congress 2020, a panel discussed patient-centricity and compliance in the digital revolution. This executive summary sponsored by Choate and Deloitte, takes an in-depth look at some of the key ideas that emerged, including:

• In a world of digital interaction, companies must prepare sales materials that communicate information in compliant ways.
• In a world of digital interaction, companies must prepare sales materials that communicate information in compliant ways.
• Nurse educators need coaching to clarify the boundaries of their role.
• Pharmaceutical firms must support patient advocacy groups, while avoiding pre-approval promotion.
• Before engaging with influencers, companies must define clear guidelines.

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