Allergan, Ironwood debut Linzess ad | Exact Sciences debuts 3rd Cologuard ad with "Little CG" | Snapchat now has 21 ad experts on its Creative Partners roster
September 22, 2017
SmartBrief for Health Care Marketers
Agency Update
Allergan, Ironwood debut Linzess ad
Allergan and Ironwood are promoting Linzess in a TV ad called "Overwhelmed," which shows people obscured by piles of bottles and boxes of medications and is aimed at men and women wanting more relief from their stomach pain and constipation management regimens. The campaign suggests that the need to use so many treatments indicates a more serious condition requiring prescription drugs, said Ironwood Pharmaceuticals' Sharon DeBacco.
FiercePharma (9/20) 
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Exact Sciences debuts 3rd Cologuard ad with "Little CG"
Exact Sciences is once again deploying its "Little CG" animated kit to promote the convenience of its Cologuard home colon cancer screenings. Its most recent television ad "No Place Like Home," which debuted Sept. 11, features Little CG talking about inappropriate places to take the test, such as public restrooms and portable toilets, before he finally arrives home.
Medical Marketing & Media (9/20) 
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Trends, Research & Stats
Beyond a Single View of the Customer
The majority of customers will spend more with a brand that offers a more personalized experience — and will also recommend that brand to their peers. You have to understand your customer and be equipped to use data to offer deeply personalized interactions that are appealing at an individual level. Get the eBook.
Voices from the Inside
Patients find common ground in online communities
Ninety-one percent of online patient community members say the platforms help to influence their health care decisions, according to a survey of 433 members by Wego Health. Many patients feel more comfortable sharing information with members with a common condition than on an open forum such as Facebook, said MyHealthTeams CEO Eric Peacock.
Medical Marketing & Media (9/20) 
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Interactive Ads & Technology
Facebook adds human review to protect brand safety for advertisers
Facebook adds human review to protect brand safety for advertisers
(Omar Havana/Getty Images)
Facebook's Sheryl Sandberg has announced that the platform is adding "more manual review of new ad targeting options to help prevent offensive terms from appearing." The company has reinstated 5,000 common ad-targeting terms after its disablement of targeting related to employment, job title and field of study following revelations by ProPublica that users had been listing hate content in the self-reporting categories.
Marketing Land (9/20),  Bloomberg (9/20),  The Wall Street Journal (tiered subscription model) (9/20),  The New York Times (free-article access for SmartBrief readers) (9/20) 
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Small businesses flock to social media for marketing
A quarter of small businesses are assigning a high priority to marketing this year with an emphasis on social media, according to research by G2 Crowd. Facebook is the most popular platform with 80% of those surveyed marketing there, while about half of respondents are turning to Twitter.
eMarketer (9/20) 
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Policy Pulse
Industry Insight
Sorrell: Agencies must be more convincing about the value of marketing
WPP's Martin Sorrell said short-term thinking by clients is the reason for slowing profits among advertising holding companies, not the emergence of digital consultancies nor the advertising duopoly of Facebook and Google. "What we've failed to do as an industry is demonstrate the importance of marketing and branding," he said.
AdExchanger (9/18) 
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Coalition News
Coalition: Contact Congress now in support of medical marketing deductibility
With short timelines to get any tax reform plan off the ground, Congressional leaders "are harkening back to older proposals to raise money, including the idea of amortizing rather than immediately deducting marketing expense," Coalition for Healthcare Communication Executive Director John Kamp said in a memo to members. Kamp called on them to express their support for "the full and immediate deductibility of all marketing costs, including those for medical marketing," noting that the current timeline for movement on this issue "is exceedingly short and there is no time for an orderly process," and stating that members should make sure that "your constituent voice will be heard." Read more.
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One serious issue we have to grapple is that clients look at us -- at marketing -- as a cost, not an investment.
WPP CEO Martin Sorrell. Read more from Ad Exchanger.
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