Abbott expands corporate branding campaign | Player for Minor League Baseball team makes major pitch for the ACA | NFL team helps tackle type 2 diabetes
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December 9, 2014
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Agency UpdateSponsored By
Abbott expands corporate branding campaign
Abbott is expanding a corporate branding initiative started in 2012 to Brazil and China, as well as the U.S. Prophet Brand Strategy advised Abbott on the campaign, which uses the slogan "Life. To the Fullest." Johnson & Johnson and Pfizer are among other drugmakers that also have launched corporate branding campaigns. The Wall Street Journal (tiered subscription model)/Pharmalot blog (12/4)
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Player for Minor League Baseball team makes major pitch for the ACA
Adrian Marin, a shortstop for the Frederick Keys, a Minor League Baseball team in Maryland, will be featured in an ad campaign encouraging people to enroll in a health insurance plan during the Affordable Care Act open enrollment period. The Washington Post (tiered subscription model)/The Associated Press (12/4)
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NFL team helps tackle type 2 diabetes
Janssen Pharmaceuticals and the American Diabetes Association launched the Teaming Up to Take on Diabetes campaign at a Washington Redskins football game. The campaign, which aims to bolster type 2 diabetes awareness and management, includes education booths and in-stadium videos. Redskins offensive tackle Trent Williams is the campaign's health ambassador. Healio (free registration)/Endocrine Today (12/6)
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ACA Digital Outreach for 2015 Enrollment, Dec 11
During the 2014 enrollment cycle, the Audience Partners Platform powered more than 50 ACA health insurance awareness and enrollment campaigns. All ACA prospects are not the same. Learn big data's role in reaching key ACA segments online. Discover the right digital media mix per audience segment and how to optimize for CPA. Register for this webinar.
Trends, Research & StatsSponsored By
Drugmakers step up point-of-care marketing
Drugmakers are increasingly trying to reach patients in physicians' offices with consumer-focused brochures and video advertorials. Drugmakers accounted for almost 90% of the $400 million spent on point-of-care marketing in doctors' offices, pharmacies and hospitals this year, according to a study by ZS Associates. Eighty-four percent of patients exposed to POC marketing in waiting rooms said they were interested in the product advertised, and 65% said because physician endorsement is inferred, they consider POC materials to be credible, the study found. The Wall Street Journal (tiered subscription model)/Pharmalot blog (12/4), Medical Marketing & Media (12/2)
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New cholesterol-lowering drugs poised to be the next specialty blockbuster
The makers of PCSK9 inhibitors are encouraging doctors to identify the estimated 1.5 million U.S. residents who have familial hypercholesterolemia, a condition that causes dangerously high cholesterol and often responds inadequately to statins. The injectable drugs could bring in more than $2 billion annually for companies that make them, analysts say. Bloomberg (12/5)
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Voices from the Inside
Clinicians, health systems more open to patient reviews
Health care systems and providers are beginning to make strides in learning how to use online patient reviews, with some even hiring "patient experience officers" to analyze assessments, according to Quality Reviews CEO and co-founder Dr. Edward Shin. Although patient engagement is becoming more of a focus in health care, Shin warned that the patient experience varies in different areas of the health care chain. Providers also need to learn how to balance objective and subjective data, Shin said. mHealth News (12/2)
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Report: Incentives, data sharing drive doctors to implement EHRs
A report from the Office of the National Coordinator for Health Information Technology revealed that 62% of surveyed doctors implemented EHRs after the enactment of the HITECH Act largely because of financial incentives, while over one-third of doctors cited clinical data exchange as a key reason for adopting EHRs. The report also showed that 46% of those who have not yet implemented an EHR platform cited the availability of technical support as being important in their decision to adopt the technology. (12/5)
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Interactive Ads & Technology
Google: Majority of online ads are never viewed
Fifty-six percent of ad impressions measured in a recent Google study were not seen, and Google found that the average viewabilty rate for publishers is even lower -- at 50.2%. The study focused on display ads from across Google's networks. MediaPost Communications/Search Marketing Daily (12/4), The Drum (Glasgow, Scotland) (12/3)
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Marketers embrace online production shops
Web production houses are gaining contracts for creating online video content, in some cases at the expense of traditional creative agencies. Rapt Media CEO Erika Trautman says the work tends to be direct projects that do not require the broader campaign strategy that agencies can provide. Adweek (12/7)
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Policy Pulse
FTC settlement seen as warning about tweeting for clients
Deutsch L.A. has settled a claim by the Federal Trade Commission that the agency's employees tweeted to promote client work without proper disclosures. The decision is significant because it means "even statements made on personal social media accounts need to be transparent if there may be any brand bias," writes Michelle Castillo. Adweek (12/4)
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Coalition News
Coalition's Kamp, Giegerich weigh in on tax reform prognosis
Coalition for Healthcare Communication Executive Director John Kamp and Matt Giegerich, chairman and CEO of Ogilvy CommonHealth Worldwide and chair of the Coalition's executive committee, recently provided their perspectives on the looming threat of eliminating the marketing tax deduction as part of overall tax reform. "That's the one thing that keeps me up at night," Kamp said in an article in Medical Marketing & Media's Outlook 2015 issue. "That's the one thing that is keeping a lot of people up at night." Read more.
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Closing the Deal
The Internet has changed everything in terms of how consumers find, curate and watch branded content, and this is putting tremendous pressure on traditional ad agencies."
-- ShareAbility CEO Tim Staples on the trend of marketers turning to online video specialists for Web-based campaigns. Read more from Adweek.
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