From building stakeholder trust, to excellence in healthcare marketing and communication. Get the latest insights to shape your future campaigns.

PAAB continues to see change and innovation in the Canadian healthcare arena. It’s for this reason that the 2019 workshop will present examples that reflect the now and our understanding of the future. Regulations relating to RWE are evolving and there are currently ways to integrate AI into this regulated environment.
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Please join us for PAAB's only national workshops in 2019
Patrick Massad, Acting Commissioner, PAAB

Key learning objectives include

Health Canada Update
Latest updates on future policy amends, including healthcare professional advertising and communications that may impact your 2020 planning.
New Case Studies on the PAAB 101
Learn tips to help streamline submissions. Practice fair balance selection and placement. Hear the latest updates on Real World Evidence. Gain insight on how to be creative within the parameters of the regulatory sandbox
Applying AI to Healthcare Professionals & Patients
Get a taste for how you can compliantly leverage Artificial Intelligence within your promotional and non-promotional materials.
Deploying Integrated Campaigns
Create balanced and evidence-based campaign materials across multiple channels and touchpoints for healthcare professionals and patients

Speakers

Patrick Massad, Acting Commissioner, PAAB

Speaking on: How to develop trusted communications.
Favourite thing about the workshop: The chance to hear from our customers and share advice so we can work more effectively together.
Jennifer Carroll,  Senior Reviewer Communications, PAAB

Speaking on: Digital marketing and ways to improve submissions.
Favourite thing about the workshop: The attendees, it's really nice getting to speak 1:1 in the breaks and hear different ways we can help.
Dannie Newman, Reviewer, PAAB

Speaking on: Marketing and communications to healthcare professionals.
​Favourite thing about the workshop: Each year it provides a good opportunity for us to share the latest updates and education, but also learn. The workshop is a really good milestone for PAAB in this regard.
Malika Ladha, Reviewer, PAAB

Speaking on: Communicating compliantly to patients.
Favourite thing about the workshop: At risk of copying Jen, hearing directly from customers and helping them work through challenges face-to-face.
John Greiss, Senior Reviewer Policy, PAAB

​Speaking on: The role of complaints in
supporting compliance.
Keynote: Alain Musende, Manager, Regulatory Advertising Section at Marketed Health Products Directorate,
​Health Canada
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Speaking on:  Transparency and Advertising Regulatory Surveillance

Favourite thing about  PAAB workshops: It's of great value to share our updates with such a large audience. In addition, I find each year the attendees have many questions, which I'm able to address instantly, providing mutual value to all parties. 
Natalie Bourre, Founder, Marketing 4 Health
Tim Rice, CEO, The Rounds
Maxime Meuley, Country Manager, Troisprime

Who attends PAAB

​This training is designed for anyone working on healthcare advertising, marketing or communication materials that circulate in the Canadian market. The workshop is designed to support a full range of attendees, from beginners to experienced.

Pharma

Co-create a multi-channel-marketing campaign with your peers to get quicker approval for your integrated campaigns.
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Stay ahead of the curve with the Health Canada update on the Marketed Health Products Directorate (MHPD).

Experienced at PAAB

Be at the forefront of PAAB learning. Review PAAB submission cases to understand how reviewers think.
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Sessions with a focus on digital, social and an integrated marketing campaigns.

Agency

 Workshops designed to promote networking with existing clients and establish relationships with prospective clients.
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Improved understanding of PAAB to help support quicker approval times.

New to PAAB

Work with PAAB reviewers to collaboratively create a submission checklist.
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Get an elementary understanding of the PAAB code.

​Over 500 people attended the 2018 workshop. PAAB Training is an outstanding networking opportunity.

Agenda

07:00 - 08:30
Registration & breakfast
08:30 - 08:35
Introduction to the day

Speaker: Jonathan Gwillim, Chair, Create Health
SECTION 1: Scene setting and future trends
08:35 – 09:10
Keynote: Health Canada
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  • 2018 - 2019 complaints review, discover what triggered the complaint adjudication process and the final outcome.
  • Latest updates on future policy amends, including healthcare professional advertising and communication.

Speaker: Alain Musende, Manager, Regulatory Advertising Section at Marketed, Health Products Directorate, Health Canada
​09:10 – 09:50
Improve your chances of submission success by understanding PAAB processes and support

  • Hear about the processes PAAB deploys in order to deliver consistency amongst reviews; PAAB services, review process, complaints etc.
  • See the first report on client tags since the update to the Tagging System.
  • Learn about the current resources available that can help you improve submissions during the PAAB review process.

  • EXCLUSIVE: Get first-hand insight on how you can communicate with PAAB 24/7 via their innovative website feature. Hear how this supports PAAB’s strategic plan and how you can shape PAAB’s future.

Speaker: Jennifer Carroll | Senior Reviewer Communications | PAAB
09:50 – 10:10
Use PAAB as your partner to increase Healthcare Professional and Patient trust

PAAB identified that their clients on average believe HCP’s and Patients rate their perception of trust at just 5.7 and 5.1 out of 10 respectively.

In this talk, hear directly from healthcare professionals and patients on how the industry can help to build trust with HCPs and patients. 

Speaker: Patrick Massad | Acting Commissioner | PAAB 
(External HCP and Patient speakers invited)
​10:10 – 10:30
Coffee
SECTION 2: PAAB Fundamentals
10:30 – 10:50
The PAAB scope -  if it’s not advertising, it’s not subject to advertising regulations

  • 101 on Health Canada distinction document. Understand it’s scope and applications.
  • What materials are exempt from PAAB: for example, are all medical devices exempt pieces?
  • Digital services and adherence programmes linked to a product, learn when and how they may come under the PAAB code.

Speaker: John Greiss | Reviewer | PAAB
10:50 – 11:10
Fair balance (case study)​

  • Clear and simple definition on what it is and why it’s important.
  • How to generate the three levels accurately with correct
    placement and prominence across different materials.
  • Examples of correct applications of Fair Balance across
    multiple on and offline promotional materials.

Speaker: Malika Ladha | Reviewer | PAAB
11:10 – 12:00
Clinical trial to real world: Evidence

  • Understand why the level of evidence varies based on the type of claim you’re making.
  • PAAB’s top 5 recommendations on how to present data to get your materials to a “YES”.
  • Case study examples on compliant evidence-based advertising.

  • SPECIAL SECTION: Update on Real World Evidence committee work.

​Speaker: John Greiss | Senior Reviewer Policy | PAAB
12:00 - 13:00
Lunch
Section 3: Marketing & Communication Masterclass
13:00 - 13:30
Multi-channel mix to patients

  • Case studies of communications that compliantly supports patients
  • Deep dive: A full patient user journey flow, from googled symptoms to patient disease/treatment progression. Learn what patient materials come under PAAB’s scope.
  • Focusing on DTC advertising regulations, disease information, patient information, patient programs and company portfolios of products. Attendees will understand how to manage multiple product communications across a condition.

​Speaker: Malika Ladha | Reviewer | PAAB 
13:30 – 14:10
Multi-channel mix to Healthcare Professionals

  • Create consistent and balanced campaign materials across multiple channels and touchpoints.
  • Learn what to consider when linking communications from web, to print to social to text (branded, unbranded, third party sites & gated sites).
  • Deep dive: From marketing ‘teaser campaigns’ to reps supporting clinical trial recruitment, hear how to successfully remain on the correct side of the code in your communication campaigns.

​Speaker: Dannie Newman | Reviewer | PAAB
14:10 – 14:25
Coffee
14:25 – 14:55
Digital marketing and communication masterclass

  •  How to compliantly create and maintain dialogue via social media.
  • Platform by platform walk through, from mature.
    platforms like Facebook, Twitter, and snapchat to gated environments such as the The Rounds (and like platforms), blogs, to emerging platforms like Tik Tok. Hear how
    to compliantly navigate in this fast moving world.
  • What PAABs looking for when they review Artificial Intelligence (AI) and chatbot pieces with recommendations on low risk ways to start in AI.

Speaker: Jennifer Carroll | Senior Reviewer Communications​ | PAAB
​14:55 – 15:25
You play by the rules - Learn how PAAB ensures everyone else does too

  • Snapshot on PAAB’s monitor practices.
  • Learn what is involved in creating a
    monitoring notice before it’s sent.
  • Case study: breakdown description of a notification,
    understand what pitfalls to look out for in your advertising activities so you don’t receive this notice.

​Speaker: John Greiss | Senior Reviewer Policy | PAAB
​15:25 – 15:40
​Closing comments from Patrick Massad | Acting Commissioner | PAAB
15:40
To the pub!

Venues

​Montreal – November 26
Crowne Plaza
6600 Côte de Liesse
Saint – Laurent
Quebec
H4T 1E3
Canada
​Toronto – November 28
Delta Hotels by Marriott
​655 Dixon Road
Toronto
Ontario
M9W1J3
Canada
PAAB would like to thank the below companies and associations in helping to raise awareness
of the 2019 workshop
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