Young & Rubicam adds cause-related marketing support | Publicis head seeks new strategies from within | Publicis acquisitions focus on Africa, Latin America
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July 15, 2014
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Agency Update
Young & Rubicam adds cause-related marketing support
WPP's Young & Rubicam is creating a division to market around causes and corporate social responsibility. The initiative, called Young & Rubicam Group Inspire, pulls together professionals from a wide range of WPP agencies to help brands share their philanthropic work, in part to reach millennials who prefer these messages. The New York Times (tiered subscription model) (7/10)
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Publicis head seeks new strategies from within
Publicis Groupe CEO Maurice Lévy is asking his top brass to come up with new strategies for the agency giant now that the dust has settled from its failed merger with Omnicom. Lévy is asking for strategies by next week to make up for "lost time" as his board readies a succession plan for his upcoming retirement. The Wall Street Journal (tiered subscription model) (7/9)
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Publicis acquisitions focus on Africa, Latin America
Publicis Groupe is expanding its foothold in Africa and Latin America with the acquisition of Lead2Action and Prima Integrated Marketing as well as a stake in AG Partners. "LatAm and Africa are key regions for Publicis Worldwide," said Arthur Sadoun, CEO of Publicis Worldwide. The Drum (Glasgow, Scotland) (7/10)
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Trends, Research & Stats
ACA advocates take message to churches, courthouses
Enroll America staff and other Affordable Care Act advocates have taken their public education campaigns to churches and courthouses in an effort to reach consumers getting married, divorcing or experiencing other life events that qualify them for off-season enrollment in a health plan. Bloomberg (7/9)
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Voices from the Inside
Even the tech-savvy struggle with
A focus group of well-educated 19- to 30-year-olds struggled to find health insurance plans on the federal exchange that matched their preferences and said that explanations of common insurance terms could be presented better. The study group's suggestions should be relatively easy to implement, the researchers said. Los Angeles Times (tiered subscription model)/Science Now blog (7/7)
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First-time moms seek answers online before prenatal visits begin
A study in the Journal of Medical Internet Research found that many first-time expectant mothers turned to Google and other search engines for information about their pregnancies as they waited for their first prenatal care visit. Focus group participants said they preferred videos, pregnancy-tracking applications and websites over pamphlets and books. Healthcare Informatics online (7/7)
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Interactive Ads & Technology
Enroll America built interest in mobile ads with one question
Enroll America partnered with Qriously on a mobile campaign that saw more than 53,000 people answer a question about why they don't have insurance. Of those who answered the question, 40% clicked through to read more from Enroll America, and retargeted ads sent to the group garnered a 1.47% click-thru rate. "We knew the people we were getting were absolutely interested in the campaign," said Martine Apodaca, director of marketing and corporate partnerships at Enroll America. Adweek (7/8)
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Policy Pulse
OPDP takes issue with Gilead's paid search link for hepatitis B drug
The FDA Office of Prescription Drug Promotion said in a letter to drugmaker Gilead Sciences that a paid search link for Viread suggests that the drug is safe and effective for preventing hepatitis B, but the product is not approved for prevention. The OPDP also said the ad is misleading in that it suggests efficacy, but does not communicate risks or warnings about potential side effects. The paid search link contained another link to the Viread website, which contains risk information. The Wall Street Journal (tiered subscription model)/Pharmalot blog (7/8)
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FDA dislikes Facebook buzz around OTC cough remedy
The FDA sent a warning letter to Zarbee's Naturals, which makes over-the-counter cough syrup, saying that posts on the company's Facebook page seem as though the maker approves of language indicating that the products are drugs that can cure, prevent or relieve a condition. The FDA also said that some of the company's Twitter postings imply that the products are intended for use as drugs. Medical Marketing & Media (7/9)
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Industry Insight
5 best practices for partnering with patient organizations
Merck's online psoriasis patient research community, developed in partnership with advocacy group PatientsLikeMe, failed to meet the goal of gleaning information that could shape the development of future treatment, writes Sachin Jain, Merck's chief medical information and innovation officer. Merck pulled the plug on the community but maintained the partnership with PatientsLikeMe, which generated useful information on insomnia. Jain describes best practices for engaging with patients that were learned from the experience. Medical Marketing & Media (7/8)
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Coalition News
Kamp on off-label communication: Truthful exchange about drugs should be encouraged
Last week, Coalition for Healthcare Communication Executive Director John Kamp told The Washington Post that drug companies should be allowed to share truthful information about the off-label uses of their drugs. "If doctors can talk to each other and major researchers can talk about off-label uses, the drug's manufacturer should be able to talk about those uses, too," Kamp told the Post. "If something is true and can be said by one party, it can be said by all other parties." The article explores the debate over which types of off-label use information the FDA should allow companies to disseminate to physicians. Read more.
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Closing the Deal
[W]hat the younger generation does washes back into the general population."
-- Peter Stringham, chairman and chief executive of the Young & Rubicam Group, on the company's new Inspire group focused on cause-related marketing and corporate responsibility ad initiatives, spurred by millennials' expectations. Read more from The New York Times.
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