Eli Lilly's first DTC cancer drug ad shows women's strength, optimism | J&J uses voice to offer pollen data to allergy sufferers | Advertisers keep an eye on Facebook, but few leave
April 20, 2018
SmartBrief for Health Care Marketers
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Agency Update
Eli Lilly's first DTC cancer drug ad shows women's strength, optimism
Eli Lilly and Co. kicked off its first direct-to-consumer oncology campaign with a spot for its metastatic breast cancer drug Verzenio. The drugmaker and ad firm Grey talked with over 300 women with the disease so they could achieve a responsible, authentic portrayal of their voices, and the ad shows these women as relentless, optimistic and strong.
FiercePharma (4/18) 
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J&J uses voice to offer pollen data to allergy sufferers
J&J uses voice to offer pollen data to allergy sufferers
(Sven Hoppe/AFP/Getty Images)
Johnson & Johnson created voice skills for Google Assistant and Amazon Echo for its Zyrtec brand that analyze weather and other data to inform consumers about pollen count by location. Consumers can use their devices to "talk to Zyrtec" to get personalized reports based on individual allergies.
Adweek (4/16) 
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Trends, Research & Stats
Voices from the Inside
Primary care docs cite third-party interference as top challenge
Medical Economics' 89th Annual Physician Report found 70% of primary care physicians said "third-party interference" was their biggest challenge. Solutions cited by physicians included dropping a payer, making workflow changes or switching to a direct primary care practice model.
Modern Medicine/Medical Economics (4/18) 
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Interactive Ads & Technology
Experts discuss whether Facebook's privacy problems will affect pharma
Facebook's recent data privacy troubles probably won't have an impact on pharma, but marketers should still stay informed on the issue, industry experts say. Pharma companies only use data from Facebook for content or one-way ads targeting customers, rather than directly collect data though the social site, says Brad Einarsen of Klick Health.
FiercePharma (4/16) 
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Study: Social, face-to-face chats drive 19% of all sales
Conversation drives 19% of all purchases made by consumers, accounting for between $7 trillion and $10 trillion in annual US spend, per Engagement Labs and Northeastern University's Koen Pauwels. Almost half of those conversations take place on social media, with the slight majority taking place face-to-face; digital video powers the most chat on social media that leads to sales, the study found.
Adweek (4/17) 
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Policy Pulse
Industry Insight
How agencies can face today's biggest challenges
Seb Joseph outlines five challenges agencies must overcome to survive, including solving the transparency issue for all clients -- not just those with clout -- and by producing brilliant creative to stand out while brands are reducing spend on ineffective ads. Agencies must ensure they retain a role in programmatic strategy, even if execution is taken in-house, and have to take the threat from business consultancies more seriously, he writes.
Digiday (4/18) 
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Coalition News
What happens in Washington affects your job
Health care marketers and communications professionals know that what happens in Washington and at the FDA has a great impact on how they do their jobs, so getting expert opinions on what is coming down the pike during the coming months is extremely important. "For a unique take on what's happening in Washington -- and how it affects your own work -- plan now to attend the third annual Rising Leaders Conference on Healthcare Policy, sponsored by the Coalition for Healthcare Communication," said Coalition Conference Chair Jon Bigelow, president, Thayer Pond Solutions LLC. "You will interact in a small-group environment with an all-star faculty, including a senior FDA official and leading Washington attorneys, journalists and inside-the-beltway observers," Bigelow said. The Coalition conference will be held May 22-23 in Washington, D.C. Read more.
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The thing we were really taken aback by was their relentless spirit -- their optimism, how strong they are, how independent they are and how informed they are.
Eli Lilly and Co.'s Tom Nowlin on talking with women who have metastatic breast cancer for the company's Verzenio campaign. Read more from FiercePharma.
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