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question on HCP targeted communication on LinkedIn
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We are reaching out in regards to guiding principles regarding communication with HCP via LinkedIn. Specifically, can we communicate about Brand Rx? In the PAAB FAQs we located information more in line with a DTC (question 458) but could not locate any information regarding targeted HCP.
We are looking to understand how you consider the qualification of HCP targeted only on LinkedIn in such a way that we can communicate about Rx brands (branded) with this audience the same way we can with reps, print or digital HCP media or via PTM
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Hey @cscholes
We understand that LinkedIn is an ungated platform and open to consumers. As such, the site is subject to consumer regulations similar to PF question 458 and is highly restricted for prescription advertising. Targeting to HCPs within the open platform may not guarantee that consumers won’t see the ad as well. Please also see this linked PF question and our Guidance on Gating Mechanisms for Healthcare Professional Targeted Digital Assets and subsequent clarification document Gating Mechanisms for HCP Digital Assets (designed in collaboration with Health Canada) regarding HCP validation. How HCPs are identified and verified, the nature of the targeting and how well it can limit the audience to only validated HCPs would be information that is required as part of the review process. PAAB will provide advice and direction based on the Health Canada DTC regulations, the PAAB code principles and the information that the sponsor can provide for the restriction of the intended HCP audience within this consumer space.
