Understanding the evolving client-agency relationship | How to market wellness to women the right way | Does DTC drug advertising work? Yes and no.
September 16, 2016
SmartBrief for Health Care Marketers
Agency Update
Understanding the evolving client-agency relationship
The client-agency relationship is evolving as clients push for a la carte services and increased flexibility, Maarten Albarda writes. Agencies should be prepared to offer flexibility, use integrated strategies, maintain a businesslike approach to profit and embrace transparency, he writes.
MediaPost Communications (9/12) 
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How to market wellness to women the right way
Advertisers should stop telling women what to do when it comes to their health and body image and instead spark a conversation, writes Kathy Delaney of Saatchi and Saatchi Wellness/Publicis Health. "All women's health and body issues differ, so marketers need to stop treating us all the same, and instead have conversations with us about various solutions," she writes.
Advertising Age (free-article access for SmartBrief readers) (9/12) 
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Trends, Research & Stats
Does DTC drug advertising work? Yes and no.
Physicians may, in fact, agree to prescribe medications for patients who have seen direct-to-consumer drug ads, but only 10% of patients make such requests, according to a study published in the Journal of Clinical Psychiatry. "Consumer requests are not happening all that often. But when it does, it raises prescribing volumes," says co-author Sara Becker of Brown University.
STAT (9/13) 
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Voices from the Inside
Study: Data on benefits overshadows risk data on cancer-drug websites
An FDA and RTI International study found that both consumer- and professional-oriented websites about cancer drugs provided significantly more quantitative information about drugs' benefits than their risks. More than 38% of the consumer websites surveyed offered information on all benefits, while 3.1% included data on all risks; 86.1% of the websites intended for professionals featured data on all benefits, 6.2% on all risks.
Regulatory Focus (9/12) 
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SmartBrief Originals
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Interactive Ads & Technology
Digital platforms see a future in midroll video spots
Snapchat, Twitter and Facebook are experimenting with midroll video ads to see if they are more palatable to online viewers than pre-roll. Midrolls now make up more than one-third of all online video spots, an increase of 20% from the beginning of last year, Ooyala reports.
Advertising Age (free-article access for SmartBrief readers) (9/13) 
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BBDO study: Majority of brands still rely on organic posts on Facebook
A report from BBDO found that 97% of major brands utilize organic posts on Facebook as a social strategy, and 80% of those posts aren't accompanied by paid media. The research discovered that organic posts don't reach new customers and that "likes" are not an effective barometer as to whether a target audience is engaging with a brand.
CampaignLive.com (U.S.) (9/12) 
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Policy Pulse
Ad groups unite to oppose FCC's broadband privacy rules
The American Advertising Federation, the Association of National Advertisers and the Interactive Advertising Bureau have joined other trade groups in signing a letter opposing the Federal Communications Commission's proposed broadband privacy rules. The groups write that the FCC's proposal "would create unnecessary and inconsistent privacy regulations that would undercut the vibrant online ecosystem."
MediaPost Communications (9/15),  Broadcasting & Cable (9/14) 
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Bipartisan group to introduce drug-price transparency bill
A bipartisan group of congressional legislators plans to introduce a bill that would require drug manufacturers to justify to HHS any price increase of more than 10% at least a month before making the change. The measure would force companies to share data on profits, research and development costs, and spending on manufacturing, marketing and advertising.
USA Today (9/15) 
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Industry Insight
A distinctive agency culture is key to success
Building a vibrant culture provides a unifying foundation for an agency while still encouraging innovation and independent thinking, writes Trefor Thomas of the advertising agency Lida. "If each agency develops its own unique culture, we'll breed diversity in our own little microcosm and that could help keep the industry vibrant and interesting," he writes.
CampaignLive.com (U.S.) (9/12) 
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Why naivete is a positive attribute
Advertising professionals shouldn't be afraid of looking naive, because it "implies innocence and trustfulness, neither of which is associated with lacking common sense," McKinney's Walt Barron writes. People are more open to possibilities, more likely to learn, and more candid and honest when they are willing to embrace naivety, he writes.
CampaignLive.com (U.S.) (9/12) 
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Coalition News
Second OPDP enforcement letter in two weeks targets investigational drug promotion
Within two weeks, the FDA's Office of Prescription Drug Promotion (OPDP) has issued two enforcement letters regarding the promotion of an investigational drug. In a Sept. 8 letter to DURECT Corp. and Pain Therapeutics Inc., OPDP raised concerns about Website presentations regarding REMOXY® (oxycodone) Extended-release Capsules that suggest that Remoxy ER, an investigational opioid drug, "is safe and/or effective for the purposes for which it is being investigated." OPDP "continues to remind the industry and the public that its basic rules of marketing are fully in place," said Coalition for Healthcare Communication Executive Director John Kamp. Read more.
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I think most clients still want their agencies to be their trusted partners and allies.
Maarten Albarda of Flock Associates on the 'new normal" of agency-client relationships. Read more from MediaPost.
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