The role of the pharmaceutical physician in the 21st century<br />Dr Nick Broughton<br />Managing Director<br />Pharmaceut...
Questions?<br />Is the role of the pharmaceutical physician becoming content poor?<br />Are we increasingly isolated as gu...
Conflict of interest<br />Everything I own is paid for by income from the pharmaceutical industry<br />I am biased<br />
Questions?<br />Is the role of the pharmaceutical physician becoming content poor?<br />Are we increasingly isolated as gu...
Now<br />
ZINC<br />
ferrari<br />
Questions?<br />Is the role of the pharmaceutical physician becoming content poor?<br />Are we increasingly isolated as gu...
Code Training<br />
Ethical lobotomy<br />
TheCode<br />
BRAVE  NEW  WORLD<br />
Accessible<br />Cheap<br />Rapid<br />Beneficial<br />Uncontrolled<br />Powerful<br />Profound<br />Vapid<br />Kind<br />H...
Social Media<br />Pharma<br />Regulation<br />
Opportunity<br />Pharma<br />Fear<br />
On which of the following aspects of the PMCPA digital  guidance would you welcome further clarification<br />
The current rule based compliance paradigm must change - ethically competent companies will dominate; rule-based hand-sitt...
Re-attach our ethical animals…<br />
Common Morality<br />TheCode<br />
COMMERCIAL<br />ETHICAL<br />
Have some courage…<br />
Rcα    1<br />         EM<br />Rc = C  1<br />          EM<br />
Why do ethics?<br />Everything you do needs an ethical justification<br />You are likely to come to the same conclusion as...
Poll reveals huge public backlash over MPs’ expenses<br />Expenses: MP claimed £82 for toilet roll.	<br />Prosecutions loo...
Questions?<br />Is the role of the pharmaceutical physician becoming content poor?<br />Are we increasingly isolated as gu...
Questions?<br />Is the role of the pharmaceutical physician becoming content poor?<br />Are we increasingly isolated as gu...
Marketing<br />
www.<br />From “Hard to Reach” to “Available Everywhere”<br />From “Controlling the message” to Transparency<br />From mas...
Which would you prefer?<br />
Staring into the abyss…<br />…and  advising agencies<br />
Chance of benefit<br />Risk of harm<br />
Questions?<br />Is the role of the pharmaceutical physician becoming content poor?<br />Are we increasingly isolated as gu...
Dr Nick Broughton
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Dr Nick Broughton

  1. 1. The role of the pharmaceutical physician in the 21st century<br />Dr Nick Broughton<br />Managing Director<br />Pharmaceuticalethics.com<br />
  2. 2. Questions?<br />Is the role of the pharmaceutical physician becoming content poor?<br />Are we increasingly isolated as guardians of compliance?<br />Are we any good at the compliance role?<br />Are there any other jobs we could do?<br />
  3. 3. Conflict of interest<br />Everything I own is paid for by income from the pharmaceutical industry<br />I am biased<br />
  4. 4.
  5. 5. Questions?<br />Is the role of the pharmaceutical physician becoming content poor?<br />Are we increasingly isolated as guardians of compliance?<br />Are we any good at the compliance role?<br />Are there any other jobs we could do?<br />
  6. 6.
  7. 7. Now<br />
  8. 8. ZINC<br />
  9. 9. ferrari<br />
  10. 10.
  11. 11. Questions?<br />Is the role of the pharmaceutical physician becoming content poor?<br />Are we increasingly isolated as guardians of compliance?<br />Are we any good at the compliance role?<br />Are there any other jobs we could do?<br />
  12. 12. Code Training<br />
  13. 13.
  14. 14.
  15. 15. Ethical lobotomy<br />
  16. 16. TheCode<br />
  17. 17. BRAVE NEW WORLD<br />
  18. 18. Accessible<br />Cheap<br />Rapid<br />Beneficial<br />Uncontrolled<br />Powerful<br />Profound<br />Vapid<br />Kind<br />Harmful<br />Cruel<br />
  19. 19. Social Media<br />Pharma<br />Regulation<br />
  20. 20. Opportunity<br />Pharma<br />Fear<br />
  21. 21.
  22. 22.
  23. 23.
  24. 24. On which of the following aspects of the PMCPA digital guidance would you welcome further clarification<br />
  25. 25.
  26. 26. The current rule based compliance paradigm must change - ethically competent companies will dominate; rule-based hand-sitters will fail<br />
  27. 27. Re-attach our ethical animals…<br />
  28. 28. Common Morality<br />TheCode<br />
  29. 29. COMMERCIAL<br />ETHICAL<br />
  30. 30. Have some courage…<br />
  31. 31. Rcα 1<br /> EM<br />Rc = C 1<br /> EM<br />
  32. 32. Why do ethics?<br />Everything you do needs an ethical justification<br />You are likely to come to the same conclusion as others<br />Allows critical appraisal of Code and PMCPA decisions and guidance – you can’t debate if you have no ethical basis on which to argue<br />Enables thinking through to solutions where there is no ‘Code’ guidance<br />Allows contemplation of international issues<br />The rest of the world doesn’t give a chuff about ‘the Code’<br />
  33. 33. Poll reveals huge public backlash over MPs’ expenses<br />Expenses: MP claimed £82 for toilet roll. <br />Prosecutions loom as MPs face day of expenses shame<br />Plop! Another Tory lands in the duck soup with expenses claim<br />
  34. 34. Questions?<br />Is the role of the pharmaceutical physician becoming content poor?<br />Are we increasingly isolated as guardians of compliance?<br />Are we any good at the compliance role?<br />Are there any other jobs we could do?<br />
  35. 35. Questions?<br />Is the role of the pharmaceutical physician becoming content poor?<br />Are we increasingly isolated as guardians of compliance?<br />Are we any good at the compliance role?<br />Are there any other jobs we could do?<br />
  36. 36. Marketing<br />
  37. 37. www.<br />From “Hard to Reach” to “Available Everywhere”<br />From “Controlling the message” to Transparency<br />From mass-market selling, to connecting with the customer<br />From “Large Campaigns” to “Continuous Engagement”<br />The marketing model<br />
  38. 38. Which would you prefer?<br />
  39. 39.
  40. 40. Staring into the abyss…<br />…and advising agencies<br />
  41. 41.
  42. 42. Chance of benefit<br />Risk of harm<br />
  43. 43. Questions?<br />Is the role of the pharmaceutical physician becoming content poor?<br />Are we increasingly isolated as guardians of compliance?<br />Are we any good at the compliance role?<br />Are there any other jobs we could do?<br />

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