Companies merge to form new health care/finance marketing agency | HIV/AIDS campaigns have a powerful impact | McCann Health partners with Rutgers' post-doc pharmacy program
October 21, 2016
SmartBrief for Health Care Marketers
Agency Update
Companies merge to form new health care/finance marketing agency
A merger among Guidemark Health, Bluespire Marketing, Bluespire Senior Living and Ariad Communications will give rise to an as-yet-unnamed agency that will focus on health care and finance. Each agency brings its own strengths: digital marketing and customer relationship management from Ariad; content, technology and marketing automation from Bluespire Marketing; and creative from Guidemark and Bluespire Senior Living, said Matt Brown, CEO of Guidemark.
Medical Marketing & Media (10/17) 
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HIV/AIDS campaigns have a powerful impact
Rich Levy, chief creative officer at FCB Health, reviews several campaigns by different ad agencies designed to raise HIV/AIDS awareness and reduce its stigma. Approaches ranged from a social media campaign that "killed" celebrities' presence on social media until people donated enough money for them to resume posting to a magazine that claimed to be printed with the blood of HIV-positive people to highlight the stigma surrounding the disease.
Medical Marketing & Media (10/18) 
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McCann Health partners with Rutgers' post-doc pharmacy program
McCann Health is first agency to become a partner in the pharmaceutical industry postdoctoral fellowship program at Rutgers. Pharmacy graduates will be able to apply for a six-month rotation at four McCann agencies, possibly leading to careers in health care communications.
FiercePharma (10/17) 
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Trends, Research & Stats
Pfizer to launch Remicade biosimilar
Pfizer announced plans to launch Inflectra, a biosimilar of Johnson & Johnson's immunosuppressant Remicade, in November. Pfizer said Inflectra's price will be about 15% lower than J&J's list price for Remicade, but J&J said it will offer "a variety of innovative contracting options, discounts and rebates to payers, providers and pharmacy benefit managers."
U.S. News & World Report/The Associated Press (10/17),  Reuters (10/17) 
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TV programmatic ad spend is increasing
Automated guaranteed deals are boosting advertiser confidence in buying programmatic ads for TV, writes YuYu Chen. Using features such as Google DoubleClick Bid Manager and partnering with programmatic direct companies is also lowering the overall cost of programmatic ads.
Digiday (10/19) 
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Voices from the Inside
Researchers find highest smoking susceptibility among Hispanic youths
A study in Pediatrics found that the rate of smoking susceptibility among Hispanic youths rose from 22% in 1999 to 28% in 2014, compared with a decline from 21% to 20% among blacks and a steady rate of 21% among whites during the study period. The findings, based on 1999 to 2014 survey data involving about 144,000 nonsmoking youths, also showed that Hispanics had up to 67% higher odds of smoking than whites and were most likely to try cigarettes at ages 12 and 16.
Reuters (10/17) 
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Interactive Ads & Technology
Google offers Surveys 360 tool to advertisers
Google has unveiled Google Surveys 360, a tool that lets marketers target segmented audiences with surveys based on their online behavior or content they've seen. BuzzFeed has been trialing the feature to judge the effectiveness of its branded content for clients.
The Wall Street Journal (tiered subscription model) (10/19) 
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Social sites unite behind full-screen mobile ads
(Sean Gallup/Getty Images)
Snapchat, Facebook and Instagram have all launched products that deliver full-screen mobile ads, giving marketers more space to be creative with their storytelling. To be more respectful of the consumer experience, all three ad units are delivered in between content or in-stream or are triggered by user action.
The Drum (Glasgow, Scotland) (10/17) 
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Policy Pulse
FDA proposes to withdraw 2 generic versions of Janssen's ADHD drug
A proposal to withdraw the approval of two generic versions of Janssen's attention-deficit/hyperactivity disorder drug Concerta, or methylphenidate HCl, was announced by the FDA after determining that they do not provide the same therapeutic effects as Concerta. The makers of the two generics, UCB/Kremers Urban and Mallinckrodt, did not provide bioequivalence data consistent with revised recommendations or voluntarily withdraw their products as requested, but they can request a hearing on the proposal. (10/18) 
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Industry Insight
Dan Wieden on diversity, co-founding W+K
Wieden+Kennedy co-founder Dan Wieden discusses the early days of advertising when an agency was determined to be completely different to the rest of the advertising world and how his agency works with communities in Portland, Ore., to recruit young people from ethnic backgrounds. "These kids have just blossomed," he says.
Advertising Age (free-article access for SmartBrief readers) (10/17) 
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Coalition News
Kamp says pharma marketers should be proactive to prevent opioid abuse
Pfizer should be praised for stepping up to better address opioid abuse, and other pharma marketers should follow suit, according to Coalition for Healthcare Communication Executive Director John Kamp, who recently authored a guest commentary piece in PM360. Kamp states that "it's time for the pharma marketing industry to step up, lend its expertise, and become part of the solution. It's not just about following regulations -- it's about self-regulation and professional responsibility." Read more.
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Register today for CHC's D.C. meeting Nov. 15-16
Hit the ground running after the election by getting up to speed on the prospects for marketing policy changes in the next several years at the Coalition for Healthcare Communication's Washington, D.C., meeting, to be held Nov. 15-16. Hear from Bruce Haynes, co-head of Purple Strategies, Peter Kosmala of the 4As D.C. office, Michael McCaughan, Senior Editor at Prevision Policy and The RPM Report, Jeffrey Francer, Deputy General Counsel of PhRMA, and other leading marketing advocates as they discuss such important topics as marketing tax legislation, changes in the administration and the outcome of FDA hearings on off-label communication. Register now by contacting John Kamp at Read more.
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Most agencies are going after millennials. We believe the experienced consumer matters, and this demographic deserves someone to focus on them.
Matt Brown, CEO of Guidemark, on a new offering arising from Guidemark's merger with three other agencies. Read more from Medical Marketing & Media.
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