What Computers Can't Compute Dr Nick Benton Queens' College & Microsoft Research [email protected].
Dr Nick Broughton
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Transcript of Dr Nick Broughton
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?