Takeda launches social campaign tied to donations | Drugmakers enlist celebrities for National Diabetes Month campaigns | Full integration of Lions Health, Cannes fails to come to fruition
November 17, 2017
SmartBrief for Health Care Marketers
Agency Update
Takeda launches social campaign tied to donations
Takeda launched a social campaign aimed at encouraging patients with ALK-positive lung cancer to share positive stories about themselves. Throughout November, Takeda plans to donate to the Bonnie J. Addario Lung Cancer Foundation every time someone shares a story on social media with the hashtag #tALKpositiveNSCLC.
FiercePharma (11/15) 
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Drugmakers enlist celebrities for National Diabetes Month campaigns
A number of drugmakers are partnering with celebrities on campaigns that raise awareness of diabetes during National Diabetes Month. Eli Lilly and Co. and Boehringer Ingelheim created a video that features actor Angela Bassett discussing her mother, who had type 2 diabetes, while Janssen partnered with ESPN host Mike Golic.
Medical Marketing & Media (11/14) 
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Trends, Research & Stats
Voices from the Inside
Report: US health care system not ready for imminent Alzheimer's treatment
The lack of Alzheimer's disease specialists and diagnostic equipment in the US may prompt people with Alzheimer's to wait for a year and a half to access treatment, should one be available in 2020, according to a Rand Corp. report. Researchers recommended trainings on mild cognitive impairment screening for primary care physicians and nurse practitioners, as well as dementia care certification for primary care doctors, increased efforts in developing PET scan alternatives, higher capacity for injections and intravenous infusions in treatment centers and use of treatments in doctors' offices and homes to bolster preparations for imminent approval of an Alzheimer's treatment.
The Washington Post (tiered subscription model) (11/15),  USA Today (11/15),  HealthDay News (11/15) 
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Interactive Ads & Technology
Facebook introduces Highlighted Shares for video
Facebook introduces Highlighted Shares for video
Facebook is adding a tool to its Video Insights for Pages, Highlighted Shares, which advertisers can use to see the top five pages that have shared specific videos. The feature also offers extra insights, such as average viewing time and engagement.
Adweek (11/15),  Marketing Land (11/15) 
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Report: 63% of mobile marketing systems vulnerable to fraud
Report: 63% of mobile marketing systems vulnerable to fraud
Sixty-three percent of marketers haven't incorporated fraud prevention technology into their mobile marketing platforms, Singular reports. The company reports that almost 70% of the monthly mobile ad fraud attempts thwarted happen through attribution manipulation, which happens when scammers attempt to take credit for app installs from paid and organic traffic.
MarTech Today (11/14) 
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Policy Pulse
Industry Insight
How creative shops are remodeling to meet client needs
Creative shops are experimenting with different fee models to cater to brands that are dialing back advertising spend, such as The Engine Is Red, which now charges daily rates, or Joan Creative, which offers six set packages for services such as social media, broadcast or brand strategy. "We're selling deliverables versus time," said Joan Creative's Lisa Clunie.
Adweek (11/13) 
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Coalition News
Sen. McCaskill introduces tax bill amendment to eliminate ad tax deduction
The elimination of the pharma advertising tax deduction was not included in either the House or Senate versions of the Tax Cut and Jobs Act of 2017, but on Nov. 13, Sen. Claire McCaskill (D-Mo.) filed an amendment to eliminate that tax deduction. The Coalition for Healthcare Communication, the 4As and The Advertising Coalition have been lobbying against the oft-proposed reduction of the deductibility of marketing costs, because they believe that taking away the deductibility would harm the economy. The McCaskill provision is problematic because it would "raise money to help pay for other popular deductions," according to CHC Executive Director John Kamp. Read more.
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Ultimately the best, most effective work requires collaboration and trust.
Chris Denny, founder and president of The Engine Is Red. Read more from Adweek.
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