BSSP beats dozens of agencies to win NatureMade account | Health care sees rise in patient experience officers | Drugmakers doing more to demonstrate value
July 21, 2015
SmartBrief for Health Care Marketers

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BSSP beats dozens of agencies to win NatureMade account
Pharmavite has selected Butler, Shine, Stern & Partners to handle creative for NatureMade following a review that initially involved more than 70 shops. "BSSP impressed us with solid strategic thinking, strong insights-based creative work, and their agility at developing messages in the right media along the consumer journey," said Pharmavite Chief Marketing Officer Etienne Patout. MediaPost Communications/MediaPost Agency Daily (7/16)
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Trends, Research & Stats
Health care sees rise in patient experience officers
Increasing consumer choice and federal guidelines that link reimbursement rates with patient satisfaction have led some providers to appoint patient experience executives. Vocera Communications has counted at least 50 chief experience officers at health care organizations, along with many more executives focused on the task below the C-suite level. The Most Wired survey by CHIME and the American Hospital Association found that patient engagement was a high priority for hospitals that use technology well. mHealth News (7/13)
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Drugmakers doing more to demonstrate value
Drugmakers are responding to pressure from payers and health care providers to produce more real-world data about their products' benefits, according to a report from PricewaterhouseCoopers' Health Research Institute. Some are striking outcomes-based reimbursement plans with payers, collecting data from wearable biometric monitors and collaborating with patient advocacy groups. Medical Marketing & Media (7/15)
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Hospitals respond to price transparency movement
New Hampshire in 2007 began posting hospital prices online, and by 2010 insurers had begun using the information to negotiate lower prices, a Mathematica Policy Research study revealed. Consumer use of the data has also grown as more consumers and employers choose consumer-directed health insurance plans. Hospitals have responded by lowering prices and opening less-expensive ambulatory surgery centers. Modern Healthcare (tiered subscription model) (7/16)
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Voices from the Inside
Survey: Patients want more engagement from drugmakers
A study recently conducted by WEGO Health found that about half of respondents anticipate that drugmakers will boost the effectiveness of their patient engagement within a year. That number represents an optimistic shift in opinion, says WEGO Health CEO Jack Barrette. The study also found that 48% view the use of real people in marketing materials as the most effective tool for patient engagement. Medical Marketing & Media (7/16)
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Insurers' high-profile hiring indicates ACA stability, experts say
The choice of former CMS Administrator Marilyn Tavenner to lead America's Health Insurance Plans is a sign that insurers are confident the Affordable Care Act is firmly in place following June's Supreme Court ruling, health care experts said. Modern Healthcare (tiered subscription model) (7/18)
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Patients still have doubts regarding telehealth, study finds
A TechnologyAdvice Research survey of 500 U.S. adults found that about 35% said they would be likely to schedule virtual visits. Three-quarters of respondents said they would mistrust a diagnosis made during a telehealth visit or trust it less than a diagnosis made in person. Healthcare Informatics online (7/14)
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Interactive Ads & Technology
AstraZeneca to unveil heart attack recovery app with Vida Health
A partnership was formed between AstraZeneca and Vida Health to design an application that will help patients recover faster from heart attack. The HIPAA-compliant Day-By-Day mobile tool features educational resources and offers users access to digital coaches to help them follow their treatments, make lifestyle changes and move through the recovery process. A trial program for the app will be conducted at Duke University. Fortune (7/14)
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Policy Pulse
HIPAA misinterpretations can cut off flow of information
The Health Insurance Portability and Accountability Act was designed to protect the privacy of patient health information, but it often is misinterpreted, preventing allowable and sometimes medically important discussions or information exchanges, experts said. A House bill would require the HHS to make its HIPAA guidance part of regulations and to develop a training model for providers, administrators, families and patients. The New York Times (single-article access for SmartBrief readers) (7/17)
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Industry Insight
Understanding of reciprocity can boost social media engagement, expert says
Text-only communication can miss the mark in terms of nuance and emotion, according to Ryan Squire, senior director of social media at Kindred Healthcare. The key to engagement via social media is to understand reciprocity, which can demonstrate empathy. Squire also noted some concerns with public ratings of healthcare providers, which often don't fairly represent the range of actual patient experiences. (7/14)
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Coalition News
CMS revises CME guidance and ACCME reports industry spending on CME is up
Two recent developments in continuing medical education (CME) reflect both the ongoing burden that the Sunshine Act regulations have placed on CME and the industry's ongoing support for this important educational tool. Specifically, the Centers for Medicare & Medicaid Services (CMS) recently announced that it had revised its CME guidance and added three CME-specific FAQs to reflect Sunshine Act final rule changes. Also, the Accreditation Council for Continuing Medical Education (ACCME) issued its 2014 annual report, which states that industry spending on CME is up after several years of decline. Read more.
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Closing the Deal
Consumerism has been on the horizon for quite some time in healthcare, and now it is here. ... Patients have choices of where they go for healthcare and expect the same level of experience they receive from other industries."
-- Elizabeth Boehm, director of Vocera's Experience Innovation Network, on the growing number of patient experience officers. Read more from mHealthNews.
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