Medicom hires comms approver

Medicom Group has hired a full-time medical director to set up a system for approving its promotional materials.

Dr Dianne Cottle joined this week in a post created to 'guarantee that client output continues to be medically accurate, referenced and ABPI-compliant'.

The 28-year-old has previously worked in a number of London hospitals.

It is rare for agencies to dedicate a staffer to such a role. Medicom's move follows the launch of the ABPI's tighter code of conduct in January: anecdotal evidence suggests the code has made clients cagier in their product-specific external comms.

Medicom chairman and MD Martin Ellis said: 'With the increasing scrutiny on pharma product promotion, we believe this will both streamline the approval system and build further confidence in our programmes' accuracy.'

He added: 'While we did not embark on the search as a result of the new ABPI guidelines, the timing could be seen as very fortuitous.'
Cottle will assume a roving role across all accounts, providing medical advice to clients such as Pfizer, Merck Pharmaceuticals, the NHS and ProStrakan.

She will ensure that clients' promotional material and comms initiatives are supported by appropriate scientific references.

Medicom said the system would 'mimic and complement' the ABPI code.

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