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PMCPA looks to app to simplify the APBI Code of Practice

Code regulator takes 'digitally-led' approach in partnership with The Earthworks

Digital pharma marketing blogThe UK's Code of Practice regulator is turning to digital technology for a strategic communications programme that will see it launch a new app to simplify the ABPI Code next year.  

The PMCPA, which administers the Code, will work with Marlow-based agency The Earthworks to create a strategic communications programme that will also include content marketing on the PMCPA's website and through social media channels.  

Vicky Bewer, head of communications at the PMCPA, said: “We are excited about the PMCPA becoming more active in the digital space, with The EarthWorks helping us maximise social media and the quality content we already have.”  

The PMCPA has often struggled with its online presence, so anything that can raise its digital game will likely be welcomed by its stakeholders.  

Scheduled for a 2015 launch, the PMCPA's planned iOS app for Apple devices will allow users to navigate and simplify the new Code, with semantic search functionality that displays appropriate commentary and relevant cases.  

PMCPA director Heather Simmonds said: “We are really keen to engage with our customers in a more effective way and look forward to doing this in partnership with The EarthWorks.  

“The app is a great opportunity to allow users to interrogate the code in a simpler user-friendly way.”  

The programme will also see the PMCPA work with other organisations, including online physician community Doctors.net.uk, media agency MSA Media and the PM Society.  

There will be a key focus on benchmarking and research to assess perception of the PMCPA amongst their key stakeholders.  

Alex Butler, joint managing director at The EarthWorks, said: “I have always associated the PMCPA with upholding the highest standards of ethics and good practice in pharmaceuticals; something definitely not at odds with innovation, but in fact underpinning and supporting best practice.  

“We are proud to have been chosen to work with them and believe they will add even greater value to the healthcare community through the development of an exciting new communications strategy over the coming years.”  

Through the new partnership The Earthworks will be promoting a strong and positive profile for the PMCPA's work in relation to the Code and helping build awareness of, and promote, the benefits of self-regulation to the industry, health professionals, patients and the public.

29th July 2014

From: Regulatory

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