Thought Leadership

When it comes to pharmaceutical recalls, those at the patient level are often very different from those that only affect hospitals, clinics, and other providers. First, there is the challenge of effectively notifying patients. For prescription drugs, the manufacturer typically notifies pharmacies, who then contact patients. Over-the-counter (OTC) medications usually leave no way of contacting the consumer directly, although there are some exceptions, such as retailer loyalty programs.

Foreign materials caused just over 10 percent of FDA food recalls in 2016, and only about two percent of recalled units. While the amount is small compared to other common causes, the impact may be disproportionately large. From a consumer perspective, a food safety issue such as an undeclared allergen is a major concern – if you have the allergy in question. While some are affected greatly, others are unaffected. That’s not the case with foreign matter contamination.

Cumin spice. Sunflower seeds. Pathogen contamination. Undeclared allergens. Recalls that originate with suppliers can involve many different causes and virtually any ingredient. This creates a “multiplier effect.” Like dominoes, a single supplier issue can bring down dozens of companies and hundreds of brands. Food companies should approach this problem in two ways: Take steps to reduce the likelihood and mitigate the risk.

When a recall occurs, the Consumer Product Safety Commission (CPSC) typically requires that social media notifications be included in corrective action plans, so it is crucial for companies to have a plan for communicating the recall in this manner. But companies should not focus solely on a post-recall social strategy. Too often, by the time the recall has been issued, the defect has already played out on both social and, by extension, traditional media.

As the auto industry continues to face challenges with recalls and regulatory pressure to increase repair rates, automakers must take extra steps to improve their outreach efforts. But these efforts are only effective if certain best practices are followed – and if these common pitfalls are avoided: Receiving sporadic repair updates.