Stelara campaign tells personal psoriasis stories | Chakravarty of #LikeAGirl campaign moves to Novartis | Sanofi begins review of consumer account
March 28, 2017
SmartBrief for Health Care Marketers
Agency Update
Stelara campaign tells personal psoriasis stories
Johnson & Johnson's Janssen branch launched an online campaign for its psoriasis drug, Stelara, featuring "Scandal" actress Katie Lowes and other psoriasis advocates. The campaign is called "Psoriasis: The Inside Story" and will include blog posts and video discussions about living with psoriasis.
FiercePharma (3/27) 
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Chakravarty of #LikeAGirl campaign moves to Novartis
Mark Chakravarty, the P&G marketing executive responsible for Always' award-winning "#LikeAGirl" campaign, became Novartis' head of pharma communications and patient relations last month.
Medical Marketing & Media (3/27) 
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Sanofi begins review of consumer account
Sanofi launched a review of its $976 million media buying and planning account after completing an asset swap with Boehringer Ingelheim. WPP GroupM and Publicis Media's Zenith hold the account.
FiercePharma (3/27) 
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Trends, Research & Stats
Summit seeks to address lack of black female execs in advertising
There are fewer than 100 black female executives in the advertising industry, and the Summit on Black Women in Advertising, hosted by Interpublic Group and the Advertising Club of New York, will explore why this is the case and look for ways to address the situation. "Women's experience in the industry and the narrative have come primarily from white women in senior roles, but no one has provided a platform for us to hear from really accomplished black women," IPG's Heide Gardner said.
Advertising Age (3/24) 
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Survey: New patients have longer wait to see physician
A survey by Merritt Hawkins found it takes 30% longer now than in 2014 to get a new-patient appointment with a physician in 15 major metro areas in the US. Researchers said the survey data, which came from 1,414 physician offices, including family medicine practices, suggested the longer waits were related to greater demand for services as more people gained insurance coverage through the Affordable Care Act.
Medscape (free registration) (3/22) 
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Voices from the Inside
Researchers examine benefit of telemedicine
A study in the online journal Value in Health showed that telemedicine visits could save one person $156 in direct travel costs, four hours of driving time and 278 miles over 20 years. Researchers evaluated inpatient and outpatient interactive video visits for 19,246 patients at the University of California Davis Health in Sacramento from 1996 to 2013 and found that telemedicine improved patient care, benefited primary care physicians who were able to interact with specialists more often and also provided environmental benefits. (3/22) 
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Interactive Ads & Technology
GSK, other brands demand Google develop stronger ad algorithms
GSK is among several companies that pulled ads from YouTube last week, suggesting Google update its policies to avoid pairing ads with sensitive user-based content. IPG's David Cohen referred to the issue as "brand safety in the digital space" and expects Google to release updates to its algorithms as early as this week.
Adweek (3/24) 
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Report: Advertisers prefer cheaper, riskier programmatic video
An Enders Analysis chart shows that programmatic digital ads bought via ad exchanges are the riskiest for brands, yet advertisers are still purchasing YouTube ads this way because it's cheaper. The research note from Enders states that the concept that " 'you get what you pay for' in programmatic video advertising ... is something we believe that many advertisers have yet to fully incorporate into their strategy for media buying."
Business Insider (3/25) 
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Policy Pulse
AHCA failure is not the end of health care policy debate
When GOP leaders pulled the proposed American Health Care Act from the House floor Friday after falling short on votes, Speaker Paul Ryan, R-Wis., called the Affordable Care Act "the law of the land," and it appeared the administration would move on to other priorities. But Republicans speaking over the weekend said their efforts to reshape health care are not finished, and some advocated for a bipartisan approach.
The Hill (3/26),  STAT (tiered subscription model) (3/24) 
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Industry Insight
Opinion: Creative ideas need trust for their potential to be realized
The Variable's Joe Parrish introduces his "Inverted Triangle of Client Involvement" to explain how great creative sometimes falls at the final hurdle because those involved in the process -- agencies, clients and vendors -- overstep their areas of expertise due to a lack of trust with each other. "We're all capable of coming up with transformational creative ideas, but we often lack the relationships and the trust to see those ideas fully realized," he writes.
The Drum (Glasgow, Scotland) (3/24) 
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Coalition News
BIO's Holcombe: PDUFA VI builds on proven premise that FDA-industry interaction works
The Prescription Drug User Fee Act (PDUFA), up for reauthorization by September 2017, has demonstrated that drug developers and the FDA working together "leads to better outcomes and to more efficient development programs," Biotechnology Industry Organization Senior Vice President of Science Policy Kay Holcombe told the House Energy and Commerce Committee's Subcommittee on Health last week. She also noted that PDUFA VI would encourage greater predictability and transformation in the drug development arena, which are vital to the success of the biotechnology industry. Holcombe will speak at the Coalition for Healthcare Communication's Rising Leaders Conference on May 16. Read more.
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I fundamentally believe that ideas don't transform brands; relationships do.
Joe Parrish, chief creative officer at The Variable. Read more from The Drum.
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