Wis. health system cracks the code on email outreach | Merck's Keytruda closing in on rival BMS' Opdivo | "Fake news" and its impact on health care communications
July 21, 2017
SmartBrief for Health Care Marketers
Agency Update
Wis. health system cracks the code on email outreach
Aurora Health Care in Wisconsin and northern Illinois has had success with an email marketing campaign built on trust, personalization and consumer-centric presentation of information, and it has used the approach in more than 40 email outreach campaigns. Aurora uses Evariant's CRM platform and Salesforce Marketing Cloud to power its campaigns, and open rates have reached as high as 50%, app usage doubled after an email push, and the company is learning what's important to patients of Aurora's 15 hospitals, 150 clinics and other facilities.
TechTarget (free registration) (7/17) 
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Merck's Keytruda closing in on rival BMS' Opdivo
Merck's Keytruda has gained market share in the immuno-oncology space, closing in on competitor Bristol-Myers Squibb's Opdivo, with a June increase of 4 percentage points to 32% plus approval for microsatellite instability-high cancer and priority status for its stomach cancer application. BMS' Opdivo plus Yervoy dropped 3 percentage points to 61% of market share, but Opdivo does have priority status for consideration of the therapy for liver cancer treatment.
FiercePharma (7/20) 
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Coalition Speaks
"Fake news" and its impact on health care communications
"Fake news" and its impact on health care communications
Laura Schoen, president, Global Practice Group, Weber Shandwick-IPG
"Fake news" is front and center in the national debate, but its impact on health care communications is underestimated. Health care professionals (HCPs) have always relied on third-party endorsers from important media outlets to educate the public on health issues. If traditional influencers lose their credibility, how can disease-awareness campaigns have the weight they need to drive change?

The established media is an important ally to industry in educating consumers (and even HCPs), driving disease awareness and announcing new treatments. These efforts contribute to better health, increased early detection and greater discussion about treatment options that match patients' personal needs.

But with many Americans now skeptical of journalists and medical experts, who will lead the battle for better health? The most distrustful communities also tend to be the ones with the worst health stats, such as high incidence of cardiovascular disease, addiction and suicide.

The potential harm that unfiltered and biased health information can have is alarming. We already have seen its impact in areas like children's vaccines.

What is the future of the health care communications industry, which is fact- and data-driven, in a world where facts don't seem to matter anymore?

--Laura Schoen, president, Global Practice Group, Weber Shandwick-IPG and member of the Executive Committee of the Coalition for Healthcare Communication

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Trends, Research & Stats
Voices from the Inside
Patients: Test biologics, biosimilars in same manner
Biologics and biosimilars should be subject to the same standards and types of testing, according to 81% of 300 patients with autoimmune conditions surveyed by Health Stories Project-Insights. More than half the patients not using biologics expressed interest in learning more about biosimilars.
Specialty Pharmacy Times (7/17) 
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Interactive Ads & Technology
Report: Digital video viewing, ad investment on the rise
Internet users will spend a daily average of 47.4 minutes watching video in 2017, an increase from 39.6 minutes last year, driven by a 35% spike in mobile video viewing, Zenith reports. Worldwide investment in digital video advertising is estimated to rise 23% this year, hitting $27.2 billion.
MediaPost Communications (7/16),  The Drum (Scotland) (7/17) 
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Study: The most effective advertising channels
Marketers are under-investing in digital and TV video, and spending too much on digital and social display, search, email and text, according to a study by IPA, Google and Thinkbox that reviews the efficacy of advertising. The study shows that television advertising is the most effective, partly due to its compatibility with online video, and that achieving mass media reach is essential.
Campaign US (free registration) (7/19) 
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Prepare for the AI marketing revolution
Artificial intelligence can help marketers make sense of unstructured big data, such as emojis, and will enable analysis of more conversational brand interactions through voice assistants like Alexa, writes Dr. Ramendra Singh. Budget for training AI systems and start recruiting data scientists, he advises.
Advertising Age (7/18) 
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Policy Pulse
Coalition News
At hearing on off-label communication bills, House Health Subcommittee is divided
Members of the House Energy and Commerce Health Subcommittee on Health discussing two pieces of off-label communication legislation held positions that fell into two partisan camps at last week's hearing: (1) Those who believe the current regulatory scenario for off-label communication is nimble and protects the public health (Democrats); and (2) Those who believe that the current situation -- where the courts frequently decide the issue -- puts doctors and patients at a disadvantage (Republicans). "It's unfortunate that [off-label communication] has become a partisan issue in Congress because this is not about politics," said Coalition for Healthcare Communication Executive Director John Kamp. "It's about enabling optimum information sharing, good medical practice and advancing the public health," he noted. Read more.
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Organizations that offer Hispanic patients these critical elements -- warm and personalized relationships, easy-to-understand products and options, and service that shows an understanding of their family lives -- will prosper.
Jeff Gourdji and Jorge Aguilar, partners at Prophet, writing for Medical Marketing and Media.
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