Friday, September 29, 2023


Biotechnology News Magazine

Risk From Pharma Reps Using Unapproved Content and Messaging in the Field Persists, but a Focus on Training Could Be the Answer

Latest Posts

Airway Therapeutics Completes Dose Escalation in Phase 1b Trial of Zelpultide Alfa (AT-100) for Very Preterm Infants at Risk for Bronchopulmonary Dysplasia

Airway Therapeutics began recruiting patients on March 28, 2023, for daily treatment up to 7 days at the highest dose of zelpultide alfa (rhSP-D) following a Data Safety Monitoring Committee (DSMC) report of no safety concerns.

Roche introduces navify® Algorithm Suite, a digital library of medical algorithms that enhances clinical decision-making to optimise patient care

At the global HIMSS1 Conference, Roche showcases navify Algorithm Suite, a single platform offering clinicians access to medical algorithms generating insights to help improve care decisions.

PathO3Gen Solutions UVZone® Proven 99.9993% Effective Against Candida Auris: Shoes and Floors in Healthcare Facilities Should Be Addressed as Outbreak Continues

PathO3Gen Solutions’ multi-patented UVZone Shoe Sanitizing Stations, when placed in high-traffic and high-risk areas, enhance healthcare facility infection control measures, and may improve overall hospital biosafety.

Pharming announces the first commercial shipments of Joenja® (leniolisib) to patients in the U.S.

Under the terms of Pharming's 2019 exclusive license agreement with Novartis for leniolisib, the corresponding first commercial sale of Joenja® triggers a $10 million milestone payment by Pharming to Novartis.

ACTO, the #1 Learning Platform in Life Sciences, today announced the results of a new study that explored the prevalence and impact of the use of inaccurate content and messaging among pharmaceutical field reps, and strategies to combat this behavior. The survey was conducted by Citeline, formerly Pharma Intelligence, on behalf of ACTO.

The research, based on the responses of 192 professionals in Commercial Operations, Learning and Development, and Sales at Biopharmaceutical and Medical Device companies in North America and Europe, revealed valuable insight around the challenges faced by field teams in accessing Medical, Legal, and Regulatory (MLR)-approved content, the consequences of not using compliant messaging, and strategies to overcome these obstacles.

Key findings from the survey:

  • 74% of all respondents believed that at least some of their field force is using unapproved content and messaging.
  • 50% of respondents in leadership roles catch incidents of field reps using unapproved content weekly, monthly, or quarterly.
  • 93% of respondents who encountered field reps using unapproved content experienced a direct negative impact to their company.

“It is surprising that, despite increased regulation and significant investment by biopharmaceutical companies in document and marketing content management systems, that the use of unapproved content and messaging in the field persists,” said Parth Khanna, Co-founder and CEO of ACTO, “After all it takes to bring a new drug to market, this type of risk is the last thing a pharmaceutical company needs.”

When asked how they found out that field teams use unapproved content or messaging, survey respondents indicated it was most commonly via word of mouth (39%) and feedback from sales managers (38%), followed by feedback from HCPs (28%), observed coaching sessions (24%) and unapproved materials crossing their paths (20%).

Considering the impact of field teams using non-compliant content and messaging in the field the overwhelming top concern was its impact on patient safety (29%), followed by compliance breaches (18%), legal challenges (16%), and damage to company reputation and brand (16%).

The survey asked respondents why field teams use unapproved content and messaging, and while the reasons cited were plenty, they centered on three key problem areas: a lack of understanding of the risk associated with using unapproved content, the volume and complexity of content being overwhelming, and the difficulty in finding and accessing approved content.

When asked what the most effective strategies to eliminate the use of unapproved content and messaging in the field, the number one strategy identified by respondents was upholding a culture of continuous learning within the organization.

“The insights from this study suggest there is a huge opportunity for biopharmaceutical companies to eliminate the risk associated with field reps using unapproved content and messaging by focusing on training pull-through,” said Khanna, “Providing learning key takeaways and summaries, following training with scenarios and video coaching, and making approved content and messaging easily available to reps in the flow of work can have a dramatic impact on field compliance and success.”

For the full research results, access the complete report here.

Latest Posts

Learn More




Our Sister Publication

Medical Device News Magazine