White Guide and Orange Guide Formatting Project - Pfizer

Orange Guide – Chapter 2: Detailing to HCPs
Selling Statements: Key Points to Ensure Compliance
Do not make selling statements that are inconsistent with RC-approved materials, including
the product Implementation Guide.
Before you make any change to an approved selling statement, even if minimal, you must
carefully review the statement to ensure it is consistent with RC-approved materials
(including relevant Implementation Guides) and consult with your manager to ensure it is
compliant.
Making changes to approved selling statements is discouraged and should be the exception
– not the rule.
Do not disseminate suggested selling statements that differ from RC-approved selling
statements, internally or externally, without obtaining your manager’s approval.
Do not make or imply comparative claims of any kind, especially superiority claims, unless
the claim is specifically made in RC-approved promotional materials.
E-mailing/Texting HCPs
Q. Am I permitted to e-mail/text a customer to schedule an appointment about
one of my products? Is it OK if I write a product name in my e-mail/text?
A. Generally, yes, but only in the limited circumstances set forth here. You may
use e-mail/texting to communicate logistical and non-substantive information
(e.g., time, date, place of appointment). You may not utilize e-mail or texts to
discuss substantive business matters.
You may use a product name in these e-mails/texts only if necessary to give the
recipient context for why you would like to meet. However, you may not make
any claims about a product the subject, body, or signature line of any email/text—this
includes mentioning indications or therapeutic areas. Emails/texts
that do not follow this strict rule are considered “homemade” and
are prohibited.
• Permissible: “Doctor, I'd like to make an appointment with you to
discuss Lyrica's new indication.”
• Prohibited: “Doctor, I'd like to make an appointment with you to discuss
Lyrica's new indication for fibromyalgia.”
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Rev. 09/12
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