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Washington Marriott Wardman Park

Feb 18, 2015 8:00 AM - Feb 19, 2015 5:00 PM

2660 Woodley Road, NW, , Washington, DC 20008 , USA

Marketing Pharmaceuticals 2015: Drug/Device Marketing in an Evolving Environment

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Session 8A: Novel Promotional Tactics

Session Chair(s)

Lynette Hopkinson

Lynette Hopkinson

Vice President, Commercial Regulatory Affairs, Global Regulatory Affairs

Vertex Pharmaceuticals Incorporated, United States

Promotional Review Committees (PRCs) continue to be challenged by highly innovative and creative advertising and promotional tactics developed by the commercial organization. Commercially, the expectation of PRC is that activities or materials approved by the committee are going to resonate with the end user (patients, caregivers, healthcare providers or payors), be competitive, and ultimately result in increased product sales. This expectation needs to be managed in the context of the PRCs responsibility which is to review and approve advertising and promotion that is not only commercially compelling, but medically and scientifically accurate and in compliance with legal and regulatory requirements. How do PRCs strike the balance between innovation and compliance? A better understanding of new promotional channels could lead to better engagement and partnership with the business.

Speaker(s)

Sandra Kerr, RPh

Speaker

Sandra Kerr, RPh

Merck & Co., Inc., United States

Executive Director, Office of Promotion and Advertising Review

Speaker

Lynne B Minter

Merck, United States

Strategic Vendor Partnerships Leader, US Customer Engagement Evolution

Philomena McArthur, JD

Speaker

Philomena McArthur, JD

Johnson & Johnson International, United States

VP, Global Policies, Procedures & Training, Health Care Compliance & Privacy

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