Event: Navigating Promotional Material Through PAAB

The next Montreal American Medical Writer’s Association (AMWA) networking meeting will take place on Wednesday, June 22nd at 7pm. It is entitled “Navigating Promotional Materials Through the PAAB Landscape: A Behind-the-Scenes Look”.

The evening is being organized by Crystal Kaczkowski and the guest speaker will be Lara Holmes, an experienced medical writer/copywriter who has been working in pharma advertising for the past 14 years. During that time, she has had extensive experience with PAAB. The intention of this presentation is to provide some “inside” information on how to avoid the common pitfalls of developing promotional materials for PAAB review.

The topics that will be covered are:

• Product Monograph insight
• Claims support (acceptable references)
• Adapting global/US materials
• Promotional pieces “wish lists”
• Launching a new product
  

Members and non-members are both welcome to this discussion. If you are interested, please RSPV to Crystal at medicalwriter@videotron.ca by Tuesday, June 22 EOD so she know how many chairs to tell the restaurant to set up. (Since traffic can be unpredictable, she has arranged the reservation for 6:45pm, so it is fine to come a bit earlier than 7pm).

Wi Sushi
3697, boul. St-Jean corner Devon
West Island, QC, H9G 1X2 | Dollard-des-Ormeaux
514.696.3399

PAAB Delivers on Social Media Training

Earlier this week, the PAAB gave a panel discussion and learning event around the use of social media in pharmaceutical marketing in Canada. It was excellent workshop and a fabulous example of collaboration. At the start of the day, participants were promised that by the end of it they'd be able to define social media and its applications, as well as to better identify what is acceptable under Canadian regulations. The session accomplished this through a combination of presentations and case studies.

For those new to social media, Nathalie Bourré, a pharmaceutical marketing and social media consultant, gave a quick introduction to the arena. This was followed by a presentations by Patrick Massad, the Chief Review Officer at the PAAB, and Henry Anderson, who manages interactive marketing in the Americas for Novartis Consumer Health. Afterward, participants put their knowledge to the test as an expert panel weighed in on the feasibility, legality, and review requirements of several case studies involving different aspects of social media. Members of the panel included Ray Chepesiuk from the PAAB, Ann Sztuke-Fournier from Health Canada, and three industry representatives: Nathalie Bourré, Henry Anderson, and Christian Roy (Pfizer Canada; Montreal session) or Pat Forsythe (Allergan Canada; Toronto session).

While their opinions didn't always agree 100%, a few bits of consensus were clear:

• The same rules that govern print media apply to social media and web. For example, branded promotion geared towards physicians must be gated to avoid consumer access.


• Just like print media, intent of dissemination and control of content are key. Are you providing unbiased information or promoting a product?


• If you create the discussion environment, you are responsible for monitoring it. Moderate discussions to remove off-label and promotional comments by participants. Be clear and pro-active about your posting and moderation policies.


• Don't use social media for the sake of using social media. Make sure it fits into your marketing strategy. Marketing principles have not changed with the rise of social media, only the medium.

A few participants, myself included, live-tweeted the event. To find out what we thought, simply seach #paab on Twitter.

PAAB Answers Questions About Social Media

I was very pleased to see that the PAAB is offering a panel discussion and learning event around the use of social media in pharmaceutical advertising in Canada. Pharmaceutical companies are already using it, so the session is sorely needed.

The panel will consist of representatives from PAAB, Health Canada and marketers. According to the announcement on the LinkedIn group for the PAAB, by the end of the event, attendees will be able to:

• Define what “Online Social Media” is and explore its most common applications;
• Identify the most popular social media websites and their key demographics;
• Determine the various applications and benefits of using online social media in Canadian pharmaceutical marketing;
• Undertake approved and acceptable practices for using online social media for marketing and advertising efforts;
• Examine and identify specific examples of acceptable social media marketing practices within the Canadian regulatory environment

This looks like a great event. Dates are set for September 29th in Montreal and September 30th in Toronto. 'Hope to see you there!

From the Horse's Mouth

For those of us who write materials that get submitted to the Pharmaceutical Advertising and Advisory Board (PAAB) for approval, navigating the PAAB code is a daily facet of life. Learning the PAAB code and how it applies to each individual piece is an on-going process; and remembering how the code applies in specific circumstances can be a constant mnemonic challenge.

Fortunately, the Pharmaceutical Marketing Club of Quebec (PMCQ) has a great feature on their website to help called Ask PAAB. Here we can peruse an long list of answers to questions commonly-asked to the PAAB. You can also anonymously ask the PAAB your own question via the website.

Not only is this a great tool to keep track of common queries, but it is also a great study tool to learn or review the PAAB code. Simply bookmark the website, and try to answer a question each day starting from question 1. When doing this exercise, don't just rely on your memory; actually look for the asnwer in the code. Then, after reviewing the answer provided by the PAAB, open the PAAB code again to review the sections of the code that were refered to in the answer.

Currently there are 64 questions in the Ask PAAB FAQ. At a rate of one per business day, this is already a three-month program!