The Evolution of “Going Mōbīl”
In 1971, the British rock band, The Who, sang about the joys of going mobile (mōbīl)—being able to easily travel or detach based on the whims of spontaneity. Today, going mobile has a completely different connotation. As a society, we are infatuated with mobile technology. It is nearly impossible to step outside and not see someone texting while walking, spot someone watching a video on their phone, or taking a #selfie. In fact, technology has become so engrained into our daily routine that a recent study reported the average person checks his/her phone 46 times per day, with Americans collectively picking up their device more than 8 million times per day.1 In 2015, there was a 10% increase in active Internet and social media users and a 17% increase in active mobile social users,2 but how does this increase in mobile connection impact pharmaceutical commercialization of the healthcare professional (HCP) sector?
Implementation of commercialized pharmaceutical advertisement and transparency regulations for HCPs in the United States and Europe has impacted the way drug and device companies can interact with their customers on a personal level. The institution of the 2010 Physician Payments Sunshine Act in the United States requires all pharmaceutical drug and device companies to track payments and transfers of value given to HCPs from August 1, 2013 onward. This governs all pharmaceutical-related activities from receiving a cup of coffee at a medical conference to accepting a peer-reviewed journal reprint article.3 Interestingly, also in 2010, Europe implemented a similar regulatory transparency process—The European Federation of Pharmaceutical Industries and Associations Disclosure Code; however, mandatory HCP disclosures are set to commence this year.4
With continued restriction of pharmaceutical-related commercialization opportunities, social media and innovative mobile technologies have become the new norm of HCP engagement. Just like you and me, HCPs are part of the billions of active mobile users that are connected. By packaging valuable educational content into short video snip-its or directing HCPs to a microsite with the latest literature on a controversial treatment issue, the company’s brand message is not lost and all regulatory guidelines are met.
At The Navicor Group, we are in-sync with the changing technological landscape. We take pride in our knowledge of global compliance and regulatory processes, as well as our ability to balance regulatory restrictions with an engaging HCP experience. We have experience partnering with global brands that network with HCPs around the world, and we do not allow regulatory processes to hinder our ability to share our clients’ messages about their life-saving therapies. In fact, it pushes us to be even more innovative.
For more information on how we can help grow your brand’s mobility, please contact Marvin Bowe (email@example.com, 267.702.2052).
References: 1. Lisa Eadicicco. Americans check their phones 8 billion times a day. Time Web site. http://time.com/4147614/smartphone-usage-us-2015/. December 15, 2015. Accessed January 29, 2016. 2. Simon Kemp. Digital in 2016. We Are Social Web site. http://wearesocial.com/uk/special-reports/digital-in-2016. January 27, 2016. Accessed January 29, 2016. 3. Physician Payments Sunshine Act. American Society of Clinical Oncology Web site. http://www.asco.org/about-asco/physician-payments-sunshine-act-0. Accessed January 29, 2016. 4. Transparency-reporting trends in Europe. Pharmaceutical Commerce Web site. http://pharmaceuticalcommerce.com/legal_regulatory?articleid=27697. November 11, 2015. Accessed January 29, 2016.
Copywriter: Navicor, part of the inVentiv health network.
Elizabeth brings a scientific eye, a holistic view of messaging integration, and an unwavering passion to The Navicor Group to help communicate the benefits of our clients’ life-saving therapies.