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Dr Nick Broughton

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  • 1. The role of the pharmaceutical physician in the 21st century
    Dr Nick Broughton
    Managing Director
    Pharmaceuticalethics.com
  • 2. 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?
  • 3. Conflict of interest
    Everything I own is paid for by income from the pharmaceutical industry
    I am biased
  • 4.
  • 5. 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?
  • 6.
  • 7. Now
  • 8. ZINC
  • 9. ferrari
  • 10.
  • 11. 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?
  • 12. Code Training
  • 13.
  • 14.
  • 15. Ethical lobotomy
  • 16. TheCode
  • 17. BRAVE NEW WORLD
  • 18. Accessible
    Cheap
    Rapid
    Beneficial
    Uncontrolled
    Powerful
    Profound
    Vapid
    Kind
    Harmful
    Cruel
  • 19. Social Media
    Pharma
    Regulation
  • 20. Opportunity
    Pharma
    Fear
  • 21.
  • 22.
  • 23.
  • 24. On which of the following aspects of the PMCPA digital guidance would you welcome further clarification
  • 25.
  • 26. The current rule based compliance paradigm must change - ethically competent companies will dominate; rule-based hand-sitters will fail
  • 27. Re-attach our ethical animals…
  • 28. Common Morality
    TheCode
  • 29. COMMERCIAL
    ETHICAL
  • 30. Have some courage…
  • 31. Rcα 1
    EM
    Rc = C 1
    EM
  • 32. 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’
  • 33. Poll reveals huge public backlash over MPs’ expenses
    Expenses: MP claimed £82 for toilet roll.
    Prosecutions loom as MPs face day of expenses shame
    Plop! Another Tory lands in the duck soup with expenses claim
  • 34. 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?
  • 35. 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?
  • 36. Marketing
  • 37. www.
    From “Hard to Reach” to “Available Everywhere”
    From “Controlling the message” to Transparency
    From mass-market selling, to connecting with the customer
    From “Large Campaigns” to “Continuous Engagement”
    The marketing model
  • 38. Which would you prefer?
  • 39.
  • 40. Staring into the abyss…
    …and advising agencies
  • 41.
  • 42. Chance of benefit
    Risk of harm
  • 43. 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?