ed marketing & advertising within the paab...

Embrace Omnichannel Marketing & Advertising within the PAAB Code Nov 24 | 2015 | Crowne Plaza | Montreal

Nov 26 | 2015 | International Plaza | Toronto

Over 100+

already registered

Beyond the core learnings, I hope to provide you with the perspective of agent, consultant, manufacturer and a PAAB reviewer. Patrick MassadDeputy Commissioner | PAAB

PAAB’s only full day workshop in 2015

Visit www.paabtraining.com before September 25 to reserve a discounted ticket for only $395

As technology and customer needs continue to

accelerate, executives tasked with healthcare

communication, advertising and marketing are

under pressure to understand and embrace

new channels with innovative tactics.

However, new channels and tactics can create new

challenges with regulatory compliance. The 2015

PAAB training session will help you understand the

parameters of the PAAB code, and how it applies

to new channels and models of engagement.

We hope you enjoy the day as much as

we’ve enjoyed putting it together.

An innovative day that provides you with the tools needed to create successful and compliant campaigns.

Nov 24, 2015 | Crowne Plaza, Montreal

Nov 25, 2015 | International Plaza, Toronto

Starts 09:00 | Finishes 16:00

150 - 250 delegates.

This training is designed for anyone

working on healthcare advertising,

marketing or communication materials

that circulate in the Canadian market.

Key Facts:

Welcome

Patrick MassadDeputy CommissionerPAAB


Speakers

Ray ChepesiukCommissionerPAAB

Malika LadhaReviewerPAAB

Jennifer CarrollReviewerPAAB

Sara ZborovskiPartnerDLA Piper

Patrick MassadDeputy CommissionerPAAB

Dannie NewmanReviewerPAAB

Karen RizwanReviewerPAAB

Bill HearnPartnerFogler Rubinoff LLP

Noam Goodman PartnerDLA Piper

Richard KhambattaGeneral ManagerIntegrated Pharma Services Inc. (IPS)


Evolution

Context

Digital

Evidence

Patient

How the PAAB is evolving to meet the

growing needs of customers. The types

of materials & tools that the PAAB code

applies to, linked to best practice tactics

when creating PAAB submissions.

How the context of audience, product, and

medium impact the applicable advertising

provision (with emphasis on digital).

How the PAAB codes applies to digital channels

including websites, banner advertising,

SEO & SEM, social media, and apps.

Ensure your materials illustrate fair

balance to minimize approval delays.

From education to adherence, learn how the

PAAB code can guide your patient activities

to ensure complaint engagement.

“We’ve added lawyers this year to help

people understand basic drug advertising

law, and also to understand the relationship

between the law and the PAAB code”

Ray ChepesiukCommissionerPAAB

Exclusive Firsts for the 2015 Workshop

1

Work on actual PAAB submission case studies.

Deputy Commissioner Patrick Massad will

cement the day’s key lessons by working on

actual PAAB submission cases. Product identities

will be scrubbed and therapeutic areas will

be changed in order to maintain anonymity/

confidentiality. But you’ll still get to compare

the state in which submissions originally came in

versus their state when they received approval.

You’ll also learn how clients worked within PAAB

requirements to successfully close the gap

between their initial execution and approval.

2Exclusive lawyer led sessions on how, when an where legal support is required.

Learning Objectives


09:10PAAB’s evolutionary journey

As market needs evolve, so does the PAAB code. This session is designed to share:

The basic principles of the PAAB code, why it was founded and its current scope.

What are the common complaints PAAB has observed over the years,

and how does PAAB monitor and handle these concerns.

Discover how PAAB is innovating, hear what initiatives are being

launched and what this means for your submission.

Relevant PAAB Code Sections: 1, 9, 10

09:20Challenges relating to the Pre-Clearance Review Mechanism – Audit Perspective

Hear the results of the PAAB audit and Explore the issues of “inconsistency”

Agenda

Speaker: Ray Chepesiuk Commissioner PAAB

Speaker: Richard KhambattaGeneral ManagerIntegrated Pharma Services Inc. (IPS)

09:40The advertising law in Canada, your essential 101

A special keynote: From communication to education, by the

end of the session you’ll understand the legal parameters of the

PAAB code and how it relates to your advertising materials.

Guest keynote speaker: Bill Hearn PartnerFogler Rubinoff LLP

Exclusive

First time session


10:00How to keep your submissions on track and on time

Understand the preclearance procedure and operations in

order to align your submission with the PAAB framework.

Evaluate the impact of submission errors on your submissions timeline.

Learn about successful strategies that have accelerated file processing.

Relevant PAAB code section: 8

Speaker: Dannie Newman Reviewer | PAAB

10:15Explore Advertising/Promotional System (APS) categories for approval success

Description of various PAAB APS categories.

Identifying the regulations for your various audiences.

Relevant PAAB code section: 6 & 7

10:30 Coffee and Cookies

10:50Balance is not something you find, it’s something you create

Understand how to create, select and position fair balance in your

drug’s advertising campaigns.

Learn how, when and why fair balance applies to materials.

Relevant PAAB code section: 2.4, 3.5 & 7.3

Speaker: Jennifer Carroll Reviewer | PAAB

Speaker: Malika LadhaReviewer | PAAB


12:00 Working Lunch

11:15Understand when to use the Terms of Market Authorisation (TMA) as evidence in HCP drug advertising

Discover what being “consistent with the TMA” means and how to achieve it.

Hear from PAAB reviewers on some common mistakes with submissions,

from applying appropriate data sets, to the correct positioning of text.

Case studies and interactive Q&A.

Relevant PAAB code section: 3.1

Speaker: Karen RizwanReviewer | PAAB

13:00From clinical trials to real world evidence. Discover what sources can be used (other than the TMA) as evidence in HCP advertising

The PAAB provides guidance relating to considering

sources other than the TMA – Learn how to use these.

Hear what robust evidence sources look like when presenting evidence.

Case studies linked to interactive discussion.

Relevant PAAB code section: 3.2, 4, 5

Speaker: Karen RizwanReviewer | PAAB


13:50Feeding the global appetite for digital media. Hear how, when and why section 6.5 applies to digital engagement

How the advertising regulations relate to websites, banner advertising,

SEO & SEM, and apps.

Explore a case study on building a website and the promotions of that

website through a banner ad.


14:20 Coffee and Cookies

Speaker: Malika Ladha Reviewer | PAAB

13:30Patient Engagement; from education to adherence, the code is here to guide your patient engagement campaign.

Exclusive best practices examples to help you generate compliant

patient materials.

Hear the common mistakes made when creating patient materials.

From service solutions to patient education, learn how the PAAB code applies

to multiple touch points of your patient strategy.

Relevant PAAB code section: 6.4.3

Speaker: Dannie Newman Reviewer | PAAB

04:45Building a multi-channel marketing campaign. Putting the days learnings together to build a compliant campaign.

Key recommendations from PAAB on planning, creating and deploying

your digital campaign.

Putting all the days’ learnings together in one final case.


Speaker: Jennifer Carroll Reviewer | PAAB


15:05When to call a lawyer

Keynote Session: Not all mistakes and complaints require legal

support – discover, if, when and why legal support is required.

Speaker: Noam Goodman | Partner | DLA Piper (Canada) LLP

Speaker: Sara Zborovski | Partner | DLA Piper (Canada) LLP

15:25Guided tour through select escalated review issues

Review REAL PAAB submission cases.

Compare the original submissions versus the state where

they received approval.

How clients worked within the PAAB framework to successfully

close the gap between initial execution and approval.

15:50 Concluding remarks including a Q&A on any area of the code

16:15 Session finishes

Speaker: Patrick MassadDeputy Commissioner PAAB

Exclusive

First time session

Exclusive

First time session


Testimonials

“PAAB workshops are a true value add. It’s well worth the day out of office.” Patrick Faubert

Genzyme Canada

“Whenever possible I attend the PAAB training courses. Whether you are new to the PAAB or an experienced practitioner there is always a new tip to tease and try out. A practical, hands-on experience.” Helen Buckie | Vertex

The PAAB training workshop was one of the most outstanding networking opportunities of 2014 with 250 attendees from Pfizer, Merck, GSK, AstraZeneca, Bayer, MSD, Roche, Astellas, Purdue, Lundbeck, Bmod Communications, Outsake, Mylan, FUSE Health Johnson & Johnson, Janssen, Abbott, Novo Nordisk, Ariad, Vertex, BMS, Ogilvy, GSW, Teva, Sudler & Hennessey, Sanofi, CDM, Rogers…


If you book your ticket on impulse and excitement then realise you can’t make it don’t worry places are transferable without any charge. Full terms and conditions can be found at www.paab.ca/events

Registration

Your pass Includes: Access to all sessions.

Access to speaker slides and event recording.

Expires September 25

Price:

$495Full Price:

$395Early Bird:

Date & Location:

Embrace Omnichannel Marketing & Advertising Within The PAAB Code. 1 day training workshop.

November 24 | Montreal

Crowne Plaza

6600 Cote – de – Lisesse, Saint – Laurent,

QC, H4T 1E3, Canada

November 26 | Toronto International Plaza Hotel

655 Dixon Road

Toronto, Ontario,

M9W1J3, Canada

BOOK NOW Register in 1 minute on

www.paab.ca/events

Request a call back by emailing

Kate Eversole on [email protected]

who can also answer any questions

about the workshop.

You can save 15% if you

register 3+ people.

ed marketing & advertising within the paab...

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