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The role of the pharmaceutical physician in the 21 st century Dr Nick Broughton Managing Director Pharmaceuticalethics.com

Dr Nick Broughton

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Page 1: Dr Nick Broughton

The role of the pharmaceutical physician in

the 21st century

Dr Nick Broughton

Managing Director

Pharmaceuticalethics.com

Page 2: Dr Nick Broughton

Questions?

• Is the role of the pharmaceutical physician becoming content poor?

• Are we increasingly isolated as guardians of compliance?

• Are we any good at the compliance role?

• Are there any other jobs we could do?

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Conflict of interest

• Everything I own is paid for by income from the pharmaceutical industry

• I am biased

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Questions?

• Is the role of the pharmaceutical physician becoming content poor?

• Are we increasingly isolated as guardians of compliance?

• Are we any good at the compliance role?

• Are there any other jobs we could do?

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THEN

Advisory boards

Data presentations

Campaign development

Sales interaction

Study development

Expert liaison

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Now

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ZINC

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ferrari

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Questions?

• Is the role of the pharmaceutical physician becoming content poor?

• Are we increasingly isolated as guardians of compliance?

• Are we any good at the compliance role?

• Are there any other jobs we could do?

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Compliance

Behaviours

Beliefs

Core values

Code Training

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The Code

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BRAVE NEW WORLD

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Cheap

Harmful

Rapid

Uncontrolled Beneficial

Accessible

Powerful

Kind

Profound

Cruel

Vapid

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Social Media

Regulation

Pharma

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Opportunity

Fear

Pharma

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On which of the following aspects of the PMCPA digital guidance would you welcome

further clarification

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The current rule based compliance paradigm must

change - ethically competent companies will dominate; rule-

based hand-sitters will fail

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Re-attach our ethical animals…

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Common Morality

The Code

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Primary Intention

Justification

ActionsPrimary Outcom

e

COMMERCIAL

ETHICAL

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Have some courage…

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Rc α 1 EM

Rc = C 1 EM

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Why do ethics?

• Everything you do needs an ethical justification

• You are likely to come to the same conclusion as others

• Allows critical appraisal of Code and PMCPA decisions and guidance – you can’t debate if you have no ethical basis on which to argue

• Enables thinking through to solutions where there is no ‘Code’ guidance

• Allows contemplation of international issues

• The rest of the world doesn’t give a chuff about ‘the Code’

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Poll reveals huge public backlash over MPs’ expenses

Expenses: MP claimed

£82 for toilet roll.

Plop! Another Tory

lands in the duck soup

with expenses claim

Prosecutions loom as MPs face day of expenses shame

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Questions?

• Is the role of the pharmaceutical physician becoming content poor?

• Are we increasingly isolated as guardians of compliance?

• Are we any good at the compliance role?

• Are there any other jobs we could do?

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Questions?

• Is the role of the pharmaceutical physician becoming content poor?

• Are we increasingly isolated as guardians of compliance?

• Are we any good at the compliance role?

• Are there any other jobs we could do?

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Marketing

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The marketing model

From mass-market selling, to connecting with the customer

From “Large Campaigns” to “Continuous Engagement”

From “Controlling the message” to Transparency

From “Hard to Reach” to “Available Everywhere”

www.

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Which would you prefer?

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Staring into the abyss…

…and advising agencies

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Chance of benefit

Risk of harm

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Questions?

• Is the role of the pharmaceutical physician becoming content poor?

• Are we increasingly isolated as guardians of compliance?

• Are we any good at the compliance role?

• Are there any other jobs we could do?

Page 44: Dr Nick Broughton