Pa., N.J. health care communications firms merge | CDC launches prediabetes awareness campaign | New round of CDC anti-smoking ads starts airing
January 26, 2016
SmartBrief for Health Care Marketers

Agency Update
Pa., N.J. health care communications firms merge
Pinnacle Health Communications and Franklyn Healthcom have merged to form Aventria Health Group. Aventria's headquarters will be in Doylestown, Pa., and it will have offices in White Plains, N.Y., and Parsippany, N.J. Medical Marketing & Media (1/19)
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CDC launches prediabetes awareness campaign
The CDC urges US adults to become aware of prediabetes because it's "crucial in the effort to stop type 2 diabetes," said David Marrero, director of Indiana University School of Medicine's Diabetes Translation Research Center. The agency worked with the American Diabetes Association and the American Medical Association to launch the public education campaign, which features ads in English and Spanish. HealthDay News (1/21)
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New round of CDC anti-smoking ads starts airing
The latest round of the CDC's "Tips from Former Smokers" anti-smoking campaign kicked off this week. Television, online, radio, billboard and print ads feature former smokers telling stories about how smoking affected them and their loved ones. The ads encourage smokers to call a quit helpline or visit a website that offers support tools developed by the National Cancer Institute. Drug Store News (1/22)
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Trends, Research & Stats
Humorous remake of old drug ads calls attention to dangers of Rx drugs
The sponsors of addiction treatment resource rewrote 10 old ads for narcotics with modern information. The drugs include toothache drops containing cocaine, drops containing alcohol and opium for fussy babies and "glyco-heroin" cough drops. The goal is to inform and entertain as well as to call attention to the dangers of casual pharmaceutical use. Adweek (1/22)
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Voices from the Inside
Survey: Physicians say face-to-face delivery of bad news is best
An Aptus Health and survey found that nearly 88% of participating physicians said bad biopsy results should be delivered in person rather than through virtual consultations or phone calls. Several physicians said that telehealth services may be preferred when a patient is not otherwise available or the news is time-sensitive. (1/20)
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Interactive Ads & Technology
Medical journal publishers, marketers to consider viewability standards
Health care publishers, agencies and marketers are scheduled to meet with the Association of Medical Media on Feb. 4 to discuss establishing an industrywide viewability standard. "More and more agencies charge or only pay on viewable impressions or insist on a minimum threshold of viewability," said eHealthcare Solutions President and CEO R.J. Lewis, who serves as the AMM's viewability task force chairman. Medical Marketing & Media (1/20)
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Real-time survey aims to boost hospital's patient satisfaction scores
Patients at Yale-New Haven Hospital are handed a tablet computer and asked to complete a questionnaire about cleanliness, staff interactions, noise and other aspects of their experience. The responses are uploaded to a cloud application, allowing staff to respond quickly to problems. Post-stay surveys have been positive since the program began, Chief Information Officer Lisa Stump says. (1/20)
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Fitness club chain starts e-magazine
Fitness club chain Equinox has started an online magazine called "Furthermore," which will focus on upscale fitness and wellness markets. "[O]ur goal is to work with a handful of like-minded brands each year and develop true editorially based partnerships with each, creating custom content series and integrating physical activation components inside and outside the walls of Equinox clubs," said Editor-in-Chief Liz Miersch. MediaPost Communications/MarketingDaily (1/20)
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Policy Pulse
CDER agenda includes off-label marketing guidance
The FDA's Center for Drug Evaluation and Research intends to issue 102 guidance documents this year, including guidance on off-label promotions. Regulatory Focus (1/22)
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Industry Insight
Will marketing tech ever live up to its potential?
Marketing technology has not yet come up with a solution for bot fraud, nor can it give brand information on the emotional reaction provoked by its ads, Matt Kapko writes. The race to implement tech has caused marketers to disregard consumers in their pursuit of data and with intrusive ad targeting. "This sort of indulgent, overreaching behavior has really invited the sort of backlash we have seen with the trend toward ad blocking," Gartner's Jake Sorofman said. (1/21)
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Coalition News
OPDP calls out YouTube video's omission of risk in first 2016 enforcement letter
The Office of Prescription Drug Promotion (OPDP) states in a Jan. 14 Untitled Letter to Hospira Inc., a Pfizer company, that a YouTube video for Precedex™ "is false or misleading because it omits risks and material facts associated with Precedex." OPDP notes that it found the video as part of its "routine monitoring and surveillance program," which clearly indicates that OPDP is paying attention to online marketing channels. The letter to Hospira is the first OPDP enforcement letter of 2016; OPDP ended 2015 with a total of nine enforcement letters. Read more.
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Closing the Deal
When consumers intentionally seek out ways to avoid ads they deem intrusive, market forces will demand that marketers find new ways to reach them."
-- Adam Kleinberg, CEO of ad agency Traction, on marketing technology. Read more from
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Advertising:  Meryl Harold
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Editor:  Tara Rosenzweig

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