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Session 4: Using Influencers, Endorsers, and Testimonials in Your #Sponsored Campaigns
Session Chair(s)
Joanne Hawana, JD, MS
Member
Mintz, Levin, Cohn, Ferris, Glovsky & Popeo P.C., United States
Heather Banuelos, JD
Counsel
King & Spalding LLP, United States
In today’s world of social media and the rise in influencer marketing throughout all industries, patient and physician endorsements for medical products can lend authenticity and emotional appeal to the biopharma marketing mix. To integrate testimonials, ambassadors, influencers, and spokespersons into their toolbox, marketers must understand the FDA and FTC laws, rules, and regulations applying to endorsements. This session will explore the legal and regulatory compliance issues that arise, as well as ways to safely, ethically, and transparently harness the great potential of patient and provider voices to full effect.
Learning Objective : - Describe FTC requirements for public disclosure of material connections between a marketer and an influencer or expert endorser
- Describe FDA requirements related to the use of testimonials and endorsements,
- Identify the key risks and mitigation measures including best practices for training and monitoring brand ambassadors and influencers
- Discuss best practices for safe, ethical, and transparent patient engagement
Speaker(s)
Speaker: Laura M Sullivan, JD
Senior Attorney, Division of Advertising Practices
Federal Trade Commission, United States
Speaker: Nicole Hoadley, MBA
Vice President, Client Services
Snow Companies LLC, United States
Speaker: Anna Williams, MS
Director
Alkermes, United States
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