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Its 2019 - Should Pharma Still Be Scared of Digital?

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Updated deck with 2018 ABPI data on UK breaches to the code of practice by Pharma and how much of role did digital play?
One of Pharma's biggest fears when it comes to adopting digital and new technology, is fear of regulations and compliance. To see how much of an issue this really is, breaches of the ABPI code of practice were analyzed over 2017 & 2016, across all channels. The results are interesting...

Published in: Health & Medicine
  • Interesting Gary. Could it be the case that the relative lack of breaches in social media channels points to a corresponding lack of use of those channels by pharma?!
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Its 2019 - Should Pharma Still Be Scared of Digital?

  1. 1. Its 2018…Should Pharma still be scared of Digital? Gary Monk January 16th 2018 2019 (Short Answer=NO) February 1st 2019 Annotated to include 2018 ABPI data
  2. 2. Introduction • The biggest barrier to digital adoption in Pharma is ‘Regulatory, legal and health care compliance issues' • How grounded in reality is this fear? When Pharma 'do digital' do things go wrong? And if so why? • To answer the above I analyzed almost 80 breaches of the UK ABPI code of practice, adjudicated by the PMCPA over the last 2 years, identifying the type of breach and the ‘guilty’ marketing channel * *80 in 2016 & 2017. In 2018 there were only 17 recorded breaches
  3. 3. Number of breaches 11 2 3 2 8 22 During 2016 and 2017 39 Pharma companies breached the code. Most companies had only one breach but there are a few ‘repeat offenders’ with one company having seven One Two Three Four Five Six Seven Number of companies per volume of breaches In 2018, 14 companies breached the code Multiple offenders were Astra Zeneca (3) and Daiichi-Sankyo (2)
  4. 4. Email 30% Website 30% Online Journal 13% Online Advert 13% Ipad Detail 3% Social Media 7% Electronic Exhibition advert 3% Sales Management 22% Sales Force 20% Representative item 2% Printed Promo Materials 20% Print Magazine 2% Print Journal 15% Patient Leaflet 2% Letter 4% Meeting 13% Of all cases 61% were Non-Digital versus 39% Digital Digital (39%) Non-Digital (61%) 60% of all digital cases were related to either Email or Website breaches 55% of all non-digital cases were related to the sales or in person meeting channels In 2018, 75% were Non-Digital versus 25% Digital 100% of 2018 Digital Breaches (4) related to websites combined 2016 & 2017
  5. 5. Representative conduct 3% Promotion to the public 5% Promotion outside of licence 3% Poor Quality 1% No email permissions 1% Not correctly certified 4% Outdated Information 5% Missing information 5% Misleading information 58% High call rate targets 5% Excessive Hospitality 4% Disparaging competitor 3% Behaviour of 3rd party consultant 3% Regardless of channel, digital or non-digital the biggest issue was misleading information 58% of all cases were related to the provision of misleading information, when adding outdated or not correctly certified information this number hits 72% A similar picture in 2018: 88% of cases were related to misleading information
  6. 6. Other Reasons 33% Misleading information 67% Misleading information is a major issue across digital and non-digital There was no evidence in the case reports that the higher percentage of misleading information in ‘digital’ breaches is to do with the complexity of digital, e.g. less space, differing formats etc Digital Non-Digital Other Reasons 48% Misleading information 52% 83% of Non-Digital cases were for misleading information in 2018 100% of Digital cases were for misleading information in 2018 2016 & 2017
  7. 7. All Other Channels 97% Social Media 3% Social Media breaches have almost unicorn status Social media is one of the most feared digital channels yet there were minimal breaches related to it over the time period. These breaches were not even due to active use, rather a 3rd party placing assets without permission on video sharing sites Breaches related to social media Yep in 2018 ZERO breaches related to Social Media
  8. 8. Non-Digital Breaches 69% Digital Breaches 31% The % of digital breaches almost doubled in 2017 vs 2016 This is interesting but probably not that relevant or statistically significant. Again the biggest issue Pharma face is not Digital versus Non-Digital but ensuring their internal processes and culture lead to the right information being shared! 2016 2017 Non-Digital Breaches 41% Digital Breaches 59% 2 data points don’t make a trend - only 25% of breaches were digital in 2018 Yep - I am standing by this!
  9. 9. Summary • Digital channels are not the problem, it is Pharma internal processes and culture that lead to the dissemination of misinformation, regardless of the medium used. Ditto this year! (for 2018) Interesting all Digital Breaches were for plain ole websites. Often Pharma ties itself in knots when innovating, with fear of non-compliance. There is zero evidence, from this data anyway, that increased innovation increases risk of non- compliance
  10. 10. Don’t be scared, say hello! @garymonk linkedin.com/in/garywmonk/

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