New branding campaign from Merck KGaA highlights curiosity | Andrew Swinand named new North America CEO for Leo Burnett | Report: 79% of US consumers will only buy from brands that care
January 10, 2017
SmartBrief for Health Care Marketers
Agency Update
New branding campaign from Merck KGaA highlights curiosity
Merck KGaA launched "Curiosity," a new branding campaign that features influencer scientist Carl Naughton guiding users through the German drugmaker's interactive website. The campaign aims to "spark a discussion within our social communities about curiosity as the starting point of scientific progress and innovation," says Merck spokesman Gangolf Schrimpf.
FiercePharma (1/9) 
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Andrew Swinand named new North America CEO for Leo Burnett
Andrew Swinand, the former president of Starcom Mediavest Group, is the new North American CEO of Leo Burnett. Both agencies are part of Publicis Groupe.
Advertising Age (1/8) 
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Trends, Research & Stats
Report: 79% of US consumers will only buy from brands that care
Seventy-nine percent of US consumers only consider purchasing from brands that demonstrate they understand and care about consumers, Wunderman reports. The study also highlighted the importance of a good mobile experience, with 90% of US respondents saying mobile enables them to make better buying decisions.
Adweek (1/6) 
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Voices from the Inside
Report predicts growth for US implantable medical devices market
A Transparency Market Research report predicts the US market for implantable medical devices will reach $73.9 billion by 2018 with an 8% compound annual growth rate. Market growth is being driven by an expanding aging population, increasing health care expenditures and a growing incidence of chronic degenerative diseases. (1/6) 
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Interactive Ads & Technology
AOL unveils new ad units to counter ad blockers
AOL has launched BrandBuilder to help advertisers circumvent ad blocking by creating native and custom ads that provide a better, more valuable experience to consumers. Player Up shows less intrusive spots before users watch a video, and DataPerks gives mobile users extra Verizon data in return for clicking on an ad and entering information such as an email address.
Adweek (1/5),  The Drum (Glasgow, Scotland) (1/5),  Marketing Land (1/5) 
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IAB, 4A's push forward with mobile app viewability standard
The Interactive Advertising Bureau and the American Association of Advertising Agencies are calling on the industry to adopt an open-source project to introduce a standard mobile app viewability measurement. The IAB will lead the initiative to develop a third-party tracking code, and observers are hopeful that Google and Facebook will be open to the project.
The Wall Street Journal (tiered subscription model) (1/6),  MediaPost Communications (1/6) 
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Policy Pulse
Lilly, Boehringer's CV death risk reduction claim for 3 diabetes meds gets FDA OK
Boehringer Ingelheim and Eli Lilly and Co.'s supplemental new drug applications for three type 2 diabetes drugs -- Glyxambi, Synjardy and Synjardy XR -- have been approved by the FDA. Their labels will now include data showing that the drugs can reduce the risk of cardiovascular deaths compared with placebo when added to standard of care medicines for adults with type 2 diabetes and cardiovascular disease.
European Pharmaceutical Review (U.K.) (1/5) 
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Ryan says ACA replacement will be developed this year
House Speaker Paul Ryan, R-Wis., said Republican lawmakers intend to write legislation this year to replace the Affordable Care Act, responding to concerns that the law would be repealed without a clear alternative. Congressional Republicans have not been clear on whether any replacement would cover everyone currently covered through ACA exchanges, but Kellyanne Conway, an adviser to President-elect Donald Trump, reiterated his campaign promises, stating, "We don't want anyone who currently has insurance to not have insurance."
The Hill (1/5),  Bloomberg (1/5),  The Sacramento Bee (Calif.) (tiered subscription model)/The Associated Press (1/5) 
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Industry Insight
Hard work, fun central to great creative work
Creatives who work hard and have fun at the same time will be more likely to produce outstanding work, says Paddy Fraser, creative director at CP+B LA. Advertising is entertainment, he says, and if creatives don't enjoy what they're doing, it will reflect in their work.
The Drum (Glasgow, Scotland) (1/5) 
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How the right data can build relationships
Personalization and customer advocacy are critical for marketers to create trust with prospects, and the right data and insights should be used to develop a long-lasting bond, Ken Rohman writes.
The Daily News (Memphis, Tenn.) (1/6) 
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Coalition News
FDA study will determine if HCPs, consumers can spot deception in drug promotion
The FDA plans to conduct research into whether health care professionals (HCPs) and consumers can identify deceptive claims in prescription drug promotion and could expand the agency's Bad Ad program to consumers if the study finds that consumer reporters would add value to that program, the FDA announced Jan 4. How well consumers and HCPs can identify deceptive promotion has "important public health implications," according to the FDA's notice in the Federal Register. Read more.
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Today, consumers expect businesses to adapt to their needs and our findings are consistent across all generations, geographies and genders.
Jamie Gutfreund, global CMO of Wunderman, on appealing to consumers in 2017. Read more from Adweek.
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