| DOUGLAS INGRAM | PRIME PEOPLE


questions Quality is Key aims to encourage consumers to ask centre on the 'why'; for example, what products are you using, why have you chosen to use them, what information do you have about them, what clinical studies support their use? As a result, Quality is Key will provide


physicians with the real information needed to answer those questions, ensuring confidence in the product they choose to use. 'It's important to remember that


medical aesthetics is still medicine, and although the products used will have an aesthetic outcome, they are still medical products, so this is not the place in which to choose a cheap product,' says Mr Ingram. He continues: 'The


Quality is Key Campaign is probably two things. I would say that the first is considering who is responsible for assuring the quality of products, and the second is that the manufacturers have the obligation to spend a huge investment in time and commitment on the quality of the product. 'Then we have to consider whether the


healthcare provider has an obligation in this process too. And of course, the answer has to be 'yes' because he or she has to make a choice ® they have to choose between these products and will hopefully choose the one with the highest quality.'


A brave ambition Of course, the impact of Quality is Key could potentially be huge, and while it may regain some of the trust and confidence that the industry has lost in the wake of PIP, it is a rather large ambition to pledge. 'It's very ambitious because it's not a


typical marketing campaign,' explains Mr Ingram. 'Our goal is to do something very different ® to take the concept of quality and to really drive a higher standard and a dialogue around quality. And essentially, quality can centre on three main ambitions: to participate in putting the industry in a place where quality becomes the differentiator; to increase the confidence that consumers will have when selecting medical aesthetics


treatments, and helping them to answer the questions they might have with regard to the quality of products; and to participate in the industry to ensure that it remains vibrant and robust in future.' Despite the energy the company is


putting into Quality is Key, it doesn't expect any ROI and sees it as a longer-term investment. When one considers that the PIP scandal garnered over 3000 published articles in the worldwide media, then it is clear that consumers will begin to ask more questions, and decide whether the quality is actually there as a result. 'We have to understand


We have to understand


that historically, manufacturers have not done a brilliant job to


provide the kind of information that will allow physicians to make reasoned choices about quality.


that historically, manufacturers have not done a brilliant job to provide the kind of information that will allow physicians to make reasoned choices about quality.'


A wealth of experience


Douglas Ingram believes that Allergan's Quality is Key Campaign will be a landmark for the industry, and something that they are very excited about doing. Starting his career as a lawyer and working throughout Allergan in a number of roles, including media relations, human resources and pharmacovigilance, before becoming President of EAME in August 2010, Mr Ingram is perhaps well placed, and with a wealth of experience, to lead Quality is Key in this region. 'It's an amazing culture that really


allows people to grow if they're willing,' he says of Allergan as a company. This is again reflected in his career path over the last 16 years. Allergan itself also shows continuing


signs of growing: 'We have a very bright future and a very deep pipeline focusing on innovation. This year we're launching Juv• derm VOLUMA with Lidocaine, which physicians are very excited about. 'We are constantly considering how


to innovate and offer additional products to help solve treatment issues,' says Mr Ingram. The company bases its strong


investment in R&D on its heritage. Allergan was established approximately 60 years ago and entered the medical aesthetics arena around 35 years ago, and


prime-journal.com | April/May 2012


Quality is Key: starting the conversation


Which brands of products do you use and why?


When it comes to quality, not all aesthetic products are the same. Understanding how they may differ is important and something to discuss.


Has the product been extensively tested and researched?


Aesthetic products should be backed by science and have a proven track record, so make sure you aware of the safety and effectiveness of the product.


Is the manufacturer one you trust and why?


Learn more about the heritage, quality and the reputation of the company who makes the product.


How widely is the product used around the world?


Confidence comes with knowledge and experience. Find out more about the product’s use by patients and doctors around the world.


How satisfied are your patients with the results?


To receive the product that best meets your needs, explain the result you want to achieve and refer to other patients’ outcomes.


hope to be here for at least a similar amount of time. 'We're going to be here for another


60 years and that requires a certain kind of commitment and R&D,' explains Mr Ingram. 'Also making sure that you never lose sight of what's important. We have a lot of stakeholders, a lot of shareholders, but there's one thing we have to put above everything else, and that's the patient. And essentially, that's the whole point of our Quality is Key Campaign ® patient safety has to be the number one issue.'


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