Patient Videos
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We would like to produce a video whereby a patient explains their experience with the injection procedure of their medication. The intention of this video would be to educate other patients and HCPs about what to expect from this experience. In terms of allowable content, we imagine the content needs to align with the requirements laid out in 'Guidance on Branded Patient Information' but beyond that, are there other limitations that need to be considered (ie. can equipment and the procedure itself be shown?) Thanks in advance for your response.
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Hey @llmktg
The following response is provided as general guidance and should not be seen as an exhaustive list of considerations.
Broadly speaking, when creating a branded patient experience video, remember that in a branded context, all content has implications for the brand. Also, keep in mind that patient-directed APS should be non-promotional, and HCP-directed APS should be supported by evidence meeting PAAB Code requirements. Subjective experience is often hard to qualify with blinded statistically significant data from randomized control trials.
For a patient-targeted APS: Because a person’s experience is subjective, such a video may have promotional connotations, which would not align with section 6 of the PAAB code (see PAAB Q&A 450). It is possible to create a non-promotional video objectively highlighting the injection preparation + administration steps. A disclaimer should be added stating something similar to “Actual patient depicted. May not be representative of the general population.”.
For an HCP-targeted APS: A patient’s experience with the injection process is considered similar to a testimonial (s3.1.3). Testimonials that are consistent with data supported by acceptable evidence (see PAAB Q&A 703), may be considered. A branded video for HCPs may be created depicting a patient injecting themselves with the product, so long as it is objective, accurate, and complete (s2.1). A disclaimer should be added stating something similar to “Actual patient depicted. May not be representative of the general population.”.
