The role of the pharmaceutical physician in

the 21st century

Dr Nick Broughton

Managing Director

Pharmaceuticalethics.com

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?

Conflict of interest

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

• I am biased

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?

THEN

Advisory boards

Data presentations

Campaign development

Sales interaction

Study development

Expert liaison

Now

ZINC

ferrari

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?

Compliance

Behaviours

Beliefs

Core values

Code Training

Ethical lobotomy

The Code

BRAVE NEW WORLD

Cheap

Harmful

Rapid

Uncontrolled Beneficial

Accessible

Powerful

Kind

Profound

Cruel

Vapid

Social Media

Regulation

Pharma

Opportunity

Fear

Pharma

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

further clarification

The current rule based compliance paradigm must

change - ethically competent companies will dominate; rule-

based hand-sitters will fail

Re-attach our ethical animals…

Common Morality

The Code

Primary Intention

Justification

ActionsPrimary Outcom

e

COMMERCIAL

ETHICAL

Have some courage…

Rc α 1 EM

Rc = C 1 EM

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’

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

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?

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?

Marketing

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.

Which would you prefer?

Staring into the abyss…

…and advising agencies

Chance of benefit

Risk of harm

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?