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Get Real: Pharma Fair Balance for a Digital World

Event Interactive 2012
Format Dual
Organizer Carlen Lea Lesser – RTC Relationship Marketing (WPP | Wunderman | Y&R)
Speakers
  1. Carlen Lea Lesser – RTC Relationship Marketing (WPP | Wunderman | Y&R)
  2. Brent Canfield – RTCrm (WPP | Wunderman |Y&R)
Description The entire idea of how we present risk and benefit information in the 21st century needs to be reinvented. Even guidance release only a few years ago fails to truly deal with the digital world we now inhabit. The approach of the FDA, and worse the industry marketers, has been to continue attempting to apply print and broadcast paradigms to digital mediums. It's time to throw out the old models and get real about how we should be presenting risk and benefit information in the digital age. Leave SXSW with something that will actually change the world -- a totally new attitude and approach to the presentation of risk and benefit information for digital pharma.
Questions
Answered
  1. Why the real problem is fear, not the FDA guidance?
  2. Why is the application of print and broadcast guidelines a total fail in digital?
  3. How should I be presenting risk and benefit information?
  4. Why is DTC is a terrible model for digital pharma to follow?
  5. Why don't you need to wait on more guidance documents from the FDA?
Level Advanced
Supporting Material http://rtcrm.com/whitepapers/download/3 http://kruresearch.com/library/Carlen-Lesser-Generational-Theory/ http://www.ted.com/talks/thomas_goetz_it_s_time_to_redesign_medical_data.html http://www.slideshare.net/carlenlea/be-bold-be-daring-shoot-for-the-moon
Category Health / Future of Medicine
Tags digital health, healthcare innovation, healthcare marketing
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