ADR Reporting and Patient Safety: Influencing Audiences and Social Marketing

Pharmacovigilance Fellowship 2015 02nd June 2015 Accra, Ghana Learning Objectives

• At the end of this session participants are expected to: – The audiences and stakeholders in pharmacovigilance – How to influence audiences – Definition of social marketing – How social marketing can be used to improve ADR reporting What is pharmacovigilance?

• The science and activities relating to the detection, assessment, understanding and prevention of adverse effects or any other possible drug-related problems – The importance of pharmacovigilance, WHO, 2002 Discussion Who are the audiences in PV? • Name the various audiences in PV • What are the interests/aims of each group • Are the aims of each group contradictory to that of others? • Are there areas of: – Mutual interest? – Extreme divergences? • Can the different aims/interests be negotiated? Partners and audiences in drug safety

• Manufacturers • Patients • Regulators • The public • Politicians • Consumer and lobby groups • Clinicians • Lawyers • Pharmacists • Religious leaders • Academics • The media including Bloggers • Health professional etc. associations • Conspiracy theorists • International Technical • Crisis managers Agencies • International community • Donors Conflicting or Converging Interests?

• An example between regulators and industry (USA) – “pharmaceutical companies and the FDA take as a primary responsibility the duty to ensure safe use of all approved medicines in the US….the principal concern of both the agency and the industry is that patients receive medicines that have been demonstrated in every reasonable medical, scientific and practicable way to provide more benefits than risks when used appropriately in accordance with label instructions” – See Edwards, B. Drug Safety 2004; 27 (8): 609-617 How do we influence audiences? • The word “influence” comes with so much connotation and may be perceived as: – Bribery – Advocacy – Lobby – Facilitating – Persuading – Forcing – Seeking undue advantage – Exploiting…. Influence • Definition (Oxford English Dictionary) – The capacity to have an effect on the character, development, or behaviour of someone or something, or the effect itself – The power to shape policy or ensure favourable treatment from someone, especially through status, contacts, or wealth • E.g. the institute has considerable influence with teachers – A person or thing with the capacity to have an influence on someone or something • E.g. Fiona was a good influence on her How to influence Audiences • Know as much as you can on PV especially the importance of PV • Speak to your audience’s interest • Speak the language of your audience • Engage the audience separately • Make it personal. Make it human – empathy • Show the audience the benefit TO them – What is in it for “me” or “us”? • Be passionate Considerations before influencing any audience for PV • What is it that you want that you want the audience to do? • How does it improve t he cause of PV and patient safety? • Is it to improve ADR reporting? – If so, what will the audience get in return? – How well and regularly do we give them feedback – How important do we make them feel? • What are the consequences if the audience is not influenced? How to Influence Audiences… • Influencing audiences is highly CULTURAL and CONTEXTUAL • In PV, regulations abound and any influencing should be within “the law” • Several books and guides exist – “How to win friends and influence people” • by Dale Carnegie *1888-1955 founder of the Carnegie Course – Contains important principles that can be used on both personal and corporate levels Group Discussion – Open Forum

How can each of the various stakeholders in PV be influenced to improve ADR reporting? The Social Marketing of PV

• What is social marketing? – Social Marketing seeks to develop and integrate marketing concepts with other approaches to influence behaviours that benefit individuals and communities for the greater social good – International Social Marketing Association, European Social Marketing Association, and Australian Association of Social Marketing » www.i-socialmarketing.org What is Social Marketing • Several definitions exist – Social marketing is the systematic application of marketing concepts and techniques to achieve specific behavioural goals relevant to a social good – Gordon, 2006 – Social marketing is the systematic application of marketing alongside other concepts and techniques to achieve specific behavioural goals, for a social good – French and Blair-Stevens, 2007 Aims of Social Marketing • Social marketing seeks to – Integrate research, best practice, theory, audience and partnership insight – To inform the delivery of competition sensitive and segmented social change programmes that are • Effective • Efficient • Equitable • Sustainable Principles of Social Marketing

• Exchange • Segmentation • Competition • The 4Ps – Product, Price, Place, Promotion Social marketing is NOT

• Health education, health promotion • Social media – Though social media is used extensively in social marketing – All media in used in all forms of marketing! • Commercial marketing • Corporate social responsibility • Campaigns Social marketing

• Is relating something valued by your audience • Helps in reaching the target audience • Is about mind-set – Ethics and respect are very important in social marketing • Social marketing is all about understanding the PERSON and the BEHAVIOUR Understanding the person

• What moves or motivates them? • What is important in their everyday lives? • How can this be used to improve ADR reporting – Is it the most important thing to them? – Do they care that much about health? • Males; Females; Adults; Children Understanding the behaviour

• Why don’t health professionals and the general public report ADRs? • What can we do to get professionals and the public to report ADRs? • What interventions do we need? • How can we measure improvement/progress? Social marketing in practice

• Focus on the audience/stakeholder – Age, gender (for individuals); type of industry etc. • In terms of ADR reporting focus on – Modifying behaviour – Make it fun – One step at a time …. – Aim to find behavioural objectives – LISTENING is key in social marketing Social Marketing and ADR

• Know the product you are selling for public good • Know the audience • Make the product appealing by making benefits clear, suggesting alternatives and negotiating contentious issues • Use multiple media including social media • Use various approaches • Repeat the message Open Forum

• How can we improve ADR reporting by using social media?

• How can we convince healthcare workers that ADR reporting is important

• How can we convince consumers that ADR reporting is important? Questions and Comments