The Intricacies of Pharmaceutical Marketing for UX Designers, Part 4: Human Pharma Review Committee
A 4-part series sharing my experience as a UX designer in the world of pharma marketing
Understanding the Role of Human Pharma and Review Committee (HPRC)
Introduction:
The pharmaceutical industry is vast, constantly evolving, and instrumental in enhancing global health. Integral to pharmaceutical companies' success is the efficient marketing of their products. However, this marketing is more complex than most sectors due to the many regulations, guidelines, and ethical considerations. One of the most pivotal elements in this equation is the Medical, Legal, and Regulatory (MLR) Committee.
Understanding the Essence of the MLR Committee
Before delving into the intricate operations of pharmaceutical marketing, it's imperative to understand who the MLR Committee is. Every time a pharmaceutical company, through its marketing managers, seeks to promote a drug, it must first consult the MLR Committee. Many institutions call it the Medical, Legal, and Regulatory (MLR) Committee.
Regardless of its size, each pharmaceutical company boasts an MLR committee. This committee's primary mission is to safeguard the company and the public. They ensure that all communications about a drug align seamlessly with guidelines set forth by regulatory bodies like the FDA. This helps prevent potential lawsuits and guarantees the public accurate information about medications.
The Scope of MLR's Review
One might mistakenly think that the MLR committee only reviews the copy of complex drug claims. However, its scope is vast and comprehensive. Everything from printed brochures to video commercials, digital sales aids, branded websites, and even bus stop ads must pass under its microscope. Each promotional material undergoes rigorous rounds of review before it graces the public's eyes.
The Digital Challenge for MLR
While the FDA provides a foundation of guidelines, it's essential to understand that most of these were crafted with traditional media in mind. In today's digital age, the lines can blur, making the committee's job even more challenging. For instance, digital materials don't have the tactile boundaries that print media does. Therefore, interpreting these guidelines, especially for digital promotions, falls heavily on the MLR team.
Being the gatekeepers, MLR teams often have to make judgment calls. These committees might lean towards a more conservative stance on drugs with significant risks. As a result, the final promotional materials for such medications are usually saturated with warnings, ensuring that potential patients are fully aware of the risks.
Achieving Fair Balance in Drug Promotion
The principle of "fair balance" stands tall in the pharmaceutical promotion landscape. The rule clearly states a medication's benefits and potential risks. Historically, with print brochures, designers had a somewhat straightforward task. They'd allocate specific portions of every page to highlight safety information, ensuring that potential side effects are not hidden from readers.
However, the digital landscape brought with it a unique set of challenges. With the advent of responsive design, where a website's presentation adjusts based on the device it's viewed on, maintaining this “fair balance” became trickier. Over time, designers have adapted. On many drug websites today, you'll often find safety information either on a sticky bar at the bottom or dedicated to a portion of the site, ensuring that this crucial information never escapes the viewer's attention.
The Dynamics of Working with the MLR Committee
No two pharmaceutical companies operate identically, and this extends to their MLR committees. However, some commonalities persist. For instance, most MLR committees meet regularly, often weekly, to review a barrage of promotional materials from various brands within the company. These reviews can be extensive, considering that some pharmaceutical giants house numerous brands, like Pfizer.
Submitting materials for review is often intricate. Marketing managers must adhere to specific submission protocols, ensuring the MLR committee has everything it needs to make informed decisions. Given the volume of materials and the meticulous nature of these reviews, the entire process can be time-consuming. This often explains why pharmaceutical marketing campaigns can have elongated timelines despite the relatively brief design and conceptualization phase.
One crucial aspect to underline here is the relationship dynamics between the marketing manager and the MLR committee. Remember, while MLR committees are compliance experts, they might need to know the nuances of specific brands or marketing campaigns. Therefore, marketing managers play an instrumental role in bridging this gap. They provide the necessary context, background, objectives, and progress insights, ensuring the review process is efficient and effective.
Participation in MLR Reviews: An Insider’s Perspective
For agencies involved in crafting these promotional materials, MLR reviews can be both an enlightening and challenging experience. Not all marketing agencies get the privilege of attending these reviews. However, these sessions offer a goldmine of insights for those that do. They get to understand the MLR committee's perspective, which, in turn, can guide future designs and campaigns.
Yet, these sessions aren't without their frustrations. Designers may find it perplexing when a particular design element, which they believe is pivotal, is flagged or removed due to compliance concerns. However, such feedback is invaluable. Agencies can preemptively make compelling and compliant designs by better understanding the compliance landscape.
Conclusion
Navigating the intricacies of pharma marketing design is undoubtedly challenging, often feeling restrictive for many designers. However, recognizing and empathizing with the priorities of all stakeholders involved – from marketing managers to sales reps, and especially the MLR team – is crucial. While the waterfall design process might not provide all the information upfront, equipping oneself with foundational knowledge can significantly ease the journey. The valid reward comes when a design elegantly demystifies complex scientific concepts, bridging the gap between information and understanding. Here's to your success in the nuanced world of pharma marketing!