Last Updated on February 16, 2024
Why digital and advertising agencies that specialize in supporting pharmaceutical companies should actively advise their clients on e-consent (opt-ins/opt-outs) management.
The pharmaceutical industry is heavily regulated and agencies must ensure that their clients comply with regulations such as the General Data Protection Regulation (GDPR). Comprehensive consent management can help to ensure that clients are obtaining, storing and managing consent (opt-ins AND opt-outs) and preferences from individuals in accordance with these regulations. According to GDPR conditions for consent, firms should comply with the accountability obligations. This means you have to prove on an individual level, that
- the HCP did a clear and affirmative action
- consent was freely given
- is specific
- can easily be withdrawn (opt-out)
This should be the foundation for all further commercial activities, which are part of the (digital) customer journey.
Why should advertising agencies bother about consent management?
It is all about the HCP! By obtaining clear and informed e-consent from an HCP, solid consent management can improve the customer experience and build trust with customers. Why? Because it is clear for the HCP for what purposes his/her data is or is not used. HCPs should be tempted to provide their personal data and consent, based on relevant content which is offered by the pharma company.
It is all about your customer! When you are using multiple channels to communicate and to collect this data, you should connect all these channels to one single source of truth to guarantee all data is captured in a legally compliant way. The data should also be easily accessible for all relevant stakeholders in the company.
What we often see is that data and consent is stored in Excel or separate applications. This results in scattered data and your customers run the risk of not using the latest data, such as latest consent status (e.g. missed opt-out), preferences or even the latest email address. That might lead to not engaging with the right message to the right person at the right time.
Consent management should provide a centralized and automated way to manage consents, making it easier to keep track of which consents (opt-ins and opt-outs) have been obtained and ensuring that individuals’ preferences are respected. It’s crucial to take the preferences of an HCP into account, when starting the customer journey.
Overall, a consent management solution can help agencies and their clients to ensure that they are compliant with regulations, protecting personal data, improving the customer experience and managing data effectively.
What can OptInsight do for you?
We offer solutions and services for pharma & life sciences companies with focus on increasing your reach to healthcare professionals (HCPs).
The OptInsight e-consent and preference management solution allows pharmaceutical companies to manage the collection, storage and use of personal data in a compliant and secure manner. It provides a centralized platform for managing e-consent records (opt-ins AND opt-outs) and preferences, including the mandatory audit trail. It functions as a single source of truth, preventing scattered personal and consent data throughout your company. It also shows the latest consent status and preferences, which allows you to engage with HCPs based on the right data.
With our partner ecosystem, we can also support you on collecting opt-ins (up to 50%) and preferences (increase of up to 50% of HCP preferences), adding touch points to your customer journey with high end phone calls, improving the quality of data collected, creating social media campaigns, construction of websites and building HCP portals. Are you interested? Have a look at www.opt-insight.com or contact me at email@example.com.