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Power Learning Session 5: Best Practices for Diversity and Inclusion in Medical Product Advertising
Session Chair(s)
Joanne Hawana, JD, MS
Member
Mintz, Levin, Cohn, Ferris, Glovsky & Popeo P.C., United States
Social justice and health equity issues remain center-stage in current national discussions. In the realm of advertising and marketing, research shows that consumers are more likely to trust brands that represent diversity, and that a consumer is likely to lose trust in a brand if they don’t see themselves represented in the brand’s advertising. However, a recent study across industries showed that the majority (54%) of consumers still don’t feel represented in advertising. Pharmaceutical and medical device companies in the US face an additional challenge, as they may aim for inclusivity in their direct-to-consumer advertising but must still accurately represent their products’ approved indication and studied populations.
This power learning session aims to provide attendees with a deeper understanding of the concepts of diversity, inclusion, and implicit bias and will explore human diversity that goes beyond physical appearance, such as gender/gender identity, socioeconomic status, religion, sexual orientation, ethnicity, neurodiversity, and physical ability. The presentation will cover compliant integration of these concepts into promotional labeling, including recent examples from the industry. Panelists will also share best practices and offer tips for raising awareness of social issues with content creator colleagues with whom regulatory affairs professionals are working day-to-day.
Learning Objective :
- Analyze risks associated with certain patient depictions in medical product advertising
- Identify viable options for incorporating diverse patient perspectives into product advertising without creating significant regulatory risks for the business
- Evaluate marketing proposals for new ad campaigns with a broader appreciation of how diversity, inclusion, and equity can play a role in medical product branding
Speaker(s)
Speakers
Rachel Imam, MBA
US WorldMeds, United States
Senior Regulatory Specialist
Speaker
Eugenia Blackmon, JD, LLM
AbbVie, United States
Executive Director of Legal and OEC (Office of Ethics and Compliance) EEDI Strat