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Session 2: Virtual Marketing and Promotion - Lessons from COVID and Future Impact
Session Chair(s)
Kimberly Belsky, MS
Reg Policy & Intell and AdPromo, Regulatory Affairs
Independent, United States
Over the past year, the COVID-19 pandemic has significantly limited industry access to healthcare providers and challenged traditional detailing and educational approaches. As a result, medical product promotion has shifted to emphasize a range of virtual tactics and remote strategies, such as virtual conference booths, online speaker programs, e-detailing, video conferencing, webinars, social media, email and SMS campaigns, and more. In this session, panelists will explore the legal and regulatory risks and mitigation strategies that should be considered in virtual and remote promotional strategies, examine the lessons learned, and discuss the persistence and impact of virtual marketing and remote engagement post-pandemic.
Learning Objective : At the conclusion of this session, participants should be able to:
- Identify various virtual promotional tactics and assess associated legal and regulatory risks and mitigation strategies
- Explain the regulatory and legal implications of hosting a commercial booth during a virtual conference
- Apply strategies to ease transition from a remote marketing environment to the next “new normal” of hybrid in-person/virtual promotion
Speaker(s)
Promotional Distancing: Exploring Risks in Virtual Strategies During a Pandemic and Beyond
Heather Banuelos, JD
King & Spalding LLP, United States
Counsel
Virtual Conferences: Lessons From Covid and Future Impact
Olivia Walker, PharmD
Bayer, United States
Manager, Advertising & Promotion, Regulatory Affairs America