469 - Dear PAAB. Is it acceptable in branded APS to illustrate the patient journey using data from authoritative sources? For example, the patient has suffered for years and has tried a number of treatments before seeking medical advice. Thank you.

  • It is difficult to set up case studies in patient information as these tend to be inherently promotional (thus contravening PAAB s6). The PAAB website document “Guidance on Branded Patient Information” does discuss the matter of case studies. I urge you to read the case study segment and sections 1 & 2 before committing to your project. The patient information provisions were intended to enable manufacturers to create tools informing the patient about how to get the most out of the product they are taking and to inform them about their medical condition. It is not acceptable to discuss the failings of other medications.