Under the new PhRMA code, the exhibit hall of the future will contain no tchotchkes. Sales reps will no longer stop by the physician’s office with donuts, pens, and sticky notes. The question is: how in the world will pharma and physicians interact?
Much better, our experts say.
For the past six months, players in the pharmaceutical industry have had to rethink their marketing, meeting, and sales plans to comply with the voluntary new PhRMA code that goes into effect this month. Our experts discuss how they have met the challenges of the stricter guidelines and how these new rules of conduct, despite the absence of logo-laden trinkets, can add credibility to every pharma-physician interaction. Although the new code brings more restrictions to an already heavily regulated space, industry innovators see these new rules as an opportunity to bring more education and value to physicians, thus creating stronger, more effective relationships.
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A Cautionary Tale
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Experts on this topic
Andrew Brana. Senior Global Consultant, Sales Performance Optimization, TNS Healthcare, a part of TNS, provides globally consistent solutions and custom advisory services to support product introductions; brand, treatment, and sales-performance optimization; and professional and DTC promotional tracking. For more information, visit tnsglobal.healthcare.com.
Terry Campanaro. VP, Client Relations Healthcare, Exhibitgroup/Giltspur, an experiential marketing agency known for creating meaningful and memorable connections between leading companies and their customers. For more information, visit e-g.com or e-mail email@example.com.
Jay Deutsch. CEO, Bensussen Deutsch & Associates Inc., which provides marketing
services and customized branded merchandise to Fortune 500 enterprises, sports leagues, and global entertainment companies. For more information, visit bdainc.com.
Mark DuVal. President, DuVal & Associates, a law firm focused on pharmaceutical, biotech, medical-device, and nutritional supplement companies. For more information, visit duvalfdalaw.com.
Christopher McNamara. President, Medi-Promotions Inc., a provider of point-of-decision promotional programs to the healthcare industry. For more information, visit medipromotions.com.
Jet Parker. Cofounder and Chief Visionary Officer, Jump Lab, which develops technology-driven tools to solve business-building problems in the digital age. For more information, visit jumplab.com.
Leslie Pott. Spokesperson, AstraZeneca, a pharmaceutical company focused on six therapy areas, including cancer, cardiovascular, gastrointestinal, infection, neuroscience, and respiratory and inflammatory. For more information, visit astrazeneca-us.com.
Raj Singh. VP and General Manager, Formedic, provides customized, professional medical forms to more than 200,000 physicians in more than 23 specialties. For more information, visit formedic.com.
Billy Tauzin. President and CEO, Pharmaceutical Research and Manufacturers of America (PhRMA), which represents the country’s leading pharmaceutical research and biotech companies. For more information, visit phrma.org.