Coming fresh off the most recent ePharma West Conference in San Francisco, one of the most frequent questions I received was related to MLR (Medical/Legal/Regulatory) approvals of mobile programs. While many in Pharma have their own tips and tricks for receiving approval on print ads or desktop websites, mobile is a bit of an unknown.
I have spent countless hours in MLR reviews of mobile apps, mobile websites and messaging programs. While every organization has a unique MLR process, there are some basic learnings that can be applied across Pharma companies, big or small. My experience has shown that concentrating on the following 5 basics is key:
- Establish a multi-disciplinary team to establish mobile “Standards” for each tactic for use with black box, non black box, branded and unbranded experiences
- Appoint a person within the organization to participate in all key mobile MLR reviews. This will help ensure consistency and cut down on the back-and-forth that typically occurs
- Get MLR involved early. While you may not have everything flushed out, your goal should be to receive their buy-in to the “concept” of the tactic you want to use
- Not everyone has an iPhone or has experienced a mobile website on a handset. It is critical that you spend time educating the review team on how the medium works, provide creative examples currently in-market and demo a few Pharma-specific examples that you consider best practice
- Static PDF’s or PowerPoint slides are usually not enough. Help bridge the gap by allowing MLR reviewers to experience your program on a handset or Interactive PDF and use it in the same manner as your intended consumer (HCP or patient)
VP, Mobile Health