Gift Giving Ban: Boon or Bust for Communicators?

Ties between pharma and physicians have been monitored for decades.  The new twist is that every patient, physician and policy maker is now under the ethical magnifying glass.  Can benign “branded” pens unduly influence prescribing patterns?  Does free lunch make physicians consider one medical product over another?  Will industry-sponsored continuing medical education lead health professionals to favor one clinical path? 

Trend or Legislative Reality
Regardless of economic connection, the underlying premise behind keeping pens out of sales reps’ bags is sound—conflict between science and industry cannot exist.  Traditional marketing worked for pharma in the non-digital world—educate physicians, provide treatment data and, of course, impact sales. That model was based on a regulatory and media environment that no longer exists.

Promotional items such as pens, free food and honoraria are under intense scrutiny. Countless op-ed articles call for transparency and limitations in marketing practices, including a call to action by prominent physicians in JAMA (April 1, 2009 “Professional Medical Associations and Their Relationships With Industry: A Proposal for Controlling Conflict of Interest”).

Five states (MA, ME, MN, VT and WV) and the District of Columbia created payment disclosure laws to track money and in-kind gifts physicians receive from pharma. Congress is debating passing the Physicians Payment Sunshine Act of 2009 calling for a searchable database of all pharmaceutical spending by state and doctor in an effort to curb undue influence.

When one constituency focuses on a perceived wrongdoing because of small gifts to physicians, it has a negative effect on multiple levels.  We need to return to our communications roots focused on life-altering medicine helping health professionals and consumers make better, more informed choices.

Problems—Solutions?
Pharmaceutical companies are embracing greater transparency, offering voluntary disclosure, and PhRMA issued new member guidelines. Curbing industry involvement is evident at major medical meetings with scaled-back exhibit booths and missing promotional items.  But, more than AWOL pens and name badge lanyards, the twofold concerns are the right to guaranteed expression and honing a new connectivity model for ‘patient problem—clinical solution.’

Rehabilitating relationships and perceptions demand we move from one-way promotion toward two-way communication. Establishing dialogue, creating relationships, giving brands a platform is where public affairs experts step in.

Five Thoughts for Greater Customer Connectivity

1. Embrace transparency to strengthen advocacy trust
2. Be a solution to the customers’ social-health problem
3. Listen—create the landscape for discussion
4. Explain brand science early
5. Cultivate relationships with advocacy groups and media

1. Transparency equals trust
Transparency is the heart of productive communications.  The regulatory environment requires that public affairs professionals are part of the marketing process. We have the opportunity to reassert patient care as the focal point by engaging in transparent dialogue about science and its care impact. When “reminder” items outweigh clinical trial updates, articles published and CME calendars, pundits question the intent of hidden information. 

One disgruntled employee or patient has inordinate power to share his or her point-of-view as virtual “facts.”  With reporters competing for airtime with “guilty before innocent” eye-grabbing bloggers, the burden of truth falls on pharma.  Do not assume people will recognize your good intent—especially if they have to seek out information.  Let customers hear from you directly on any upcoming clinical or information endeavor.

2. Offer solutions to real health problems
Promotional dollars once earmarked for reminder efforts can forge advocacy relationships around pressing health problems.  Avoid one-off efforts and seek enduring campaigns improving patient care and reducing costs.  Just because we’ve always given out pens doesn’t mean that we should continue. In some disease states, the “brand” pen for doctors could become an important patient compliance reminder.

Whether using innovation to reduce hospital-acquired infections or tackling compliance issues for Chronic Obstructive Pulmonary Disorder (COPD)—promotional spending can be redirected toward improving outcomes.  Focusing on improving patient outcomes rather than providing gifts is a truer and more acceptable method of engaging communities.

3. Social media creates community
Pharma is still finding its way with social media.  Some companies use it for promotional purposes while others treat Facebook-like communities as traditional one-way vehicles.  But, these tools are best used as intended—driving interactive dialogue between chosen peers.  

Many companies fear handling potential reportable events resulting from social media, yet a Nielson study found only 0.2% of comments on these sites rise to a reportable adverse event.  Though concerned about uncontrolled conversations, pharma is well served relying on professionals skilled at developing dialogues—their communications department and outside agency partners. 

4. Stakeholders influence each other
Misunderstood science, medical notable naysayers and top-tier reporters signal big trouble.  For years pharma focused on positive scientific results—if the results were good, communications were open.  The current environment suggests companies reconsider investing in explaining brand science.  Though results may not be available, explaining protocol early—pluses and minuses of possible outcomes—can reduce misunderstanding.  Company medical directors must be accessible public affairs voices outlining protocols and enrollment to forge relationships with advocacy groups. 

5. Don’t wait to meet third-party advocates and media
Trust is the building block to relationships, and relationships—built through conversations and word of mouth campaigns—are a brand’s foundation. Public affairs professionals build these programs with traditional media, but also with other societies such as patient advocacy groups, grassroots coalitions, trade groups, social media communities and more.  Offering ways for people to engage means they are more likely to discuss that experience with friends and family.

The day of the branded pen is behind us.  But, the importance of relationships remains steadfast and critical.  Public affairs and communications expertise should be brought to the forefront in tackling patient-care issues.  Physicians will continue treating patient ills…even if it means writing a prescription with their own pen.  The bigger opportunities await savvy marketers and public affairs experts who can outline those treatment solutions.