Abstract
Executive Summary
Adapting Speaker Programs to New Regulation through Innovation
The ever-present regulatory scrutiny that the life science industry currently
faces has not overlooked speaker events. Soaring healthcare costs and worries
about the influence of drug companies on prescribing behavior bring any
intersection of the two communities under the harsh glare of inspection. For
speaker programs, new regulation limits the measures the pharmaceutical
company had at their disposal to entice physicians to attend.
States have outlawed dinner programs, prohibited gifts, including food, and
have created a confusing myriad of reporting rules for companies to deal with.
The outside incentives that historically drew doctors away from their homes
and families to attend speaker events have been all but eradicated. Such
scrutiny and reporting of physician involvement with the industry makes
doctors shy of having too much contact with the industry or appearing to be
influenced by pharmaceutical companies. These factors have negatively affected
both attendance and recruitment efforts.
Yet leading companies have adapted to these challenges. The first tactic
relies upon a refocusing of the agenda of speaker programs. Speakers
presenting drugs with strong marketing or commercial overtones have fallen out
of favor. As the incentives have decreased, physicians attend for the
educational value. For pharma companies, catering to this desire for
educational content aligns with regulatory pushes and provides a utility to
physicians. Presentation including discussion on treatments, as well as the
presence of MSL or brand team staff to answer questions and hold private
discussions increases the educational engagement and the utility for
physicians.
Study Methodology
Data Collection
Analysts developed the information upon which this study is based through both
primary and secondary sources. Cutting Edge Information' s process for
collecting and analyzing information encompasses two distinct tools:
quantitative surveys and qualitative interviews. Both tools are necessary for
understanding not only the hard metrics included in this study, but also the
reasoning behind the metrics. CEI aims to answer why some companies maintain a
larger speaker bureau than others and who they target, for example.
Our analysts began developing the quantitative survey tool used in this study
by working closely with pharmaceutical industry executives. Once the research
team completed the survey design, analysts recruited study participants from
pharmaceutical companies, biotechnology companies and medical device firms to
collect data on speaker programs recruitment, speaker bureau management,
department resource allocation, and other key metrics. The research team
collected all survey data through primary research with front-line thought
leader development experts. Altogether Cutting Edge Information collected and
analyzed more than 500 data sets from almost 40 companies of all sizes. Study
participants included vice presidents and directors of medical affairs, vice
presidents of marketing, speaker programs department directors, product
managers, marketing consultants, marketing support services directors, and MSL
team leaders.
Once participants submitted a survey, analysts used qualitative interviews to
uncover more detailed information. Cutting Edge Information used the telephone
interviews with pharmaceutical executives to understand challenges and
solutions to driving attendance and planning speaker events in the current
compliance environment. Not all participants agreed to telephone interviews.
Cutting Edge Information gathered enough information from its completed
interviews, however, to properly interpret the data. In return for these
parties' contributions, Cutting Edge Information distributed the study results
to all participants. Analysts used additional secondary research focused on
public information related to specific companies, OIG guidelines, ACCME policy
changes, and PhRMA code changes.
Company Blinding
To ensure that Cutting Edge Information protects the identities and privacy of
all study participants, this research does not name the companies or products
it examines, nor does it link specific companies with therapeutic areas.
Company blinding is a critical device that allows survey respondents to
comfortably provide accurate data for studies such as this one.
Profiled Companies
The responding companies provided primary information either in the form of
survey data or a telephone interview. Cutting Edge Information' s analysts use
secondary data to supplement the information provided by study participants.
Participating companies include six top 20 and nine top 30 pharmaceutical
companies, as well as biotechnology companies and medical device firms.
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