WPP, Rentrak strike $154M deal | Bayer moves Merck consumer-health account to WPP's MediaCom | Novartis teams up with advocacy group for flu awareness campaign
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October 14, 2014
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Agency UpdateSponsored By
WPP, Rentrak strike $154M deal
WPP is becoming a 16.7% stakeholder in Rentrak, a television measurement company that specializes in connecting viewership and buying behavior. WPP is buying $56 million in shares in Rentrak and getting $98 million worth of stock. In exchange, Rentrak has agreed to buy WPP's Kantar Media business. The Wall Street Journal (tiered subscription model)/CMO Today blog (10/9)
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Bayer moves Merck consumer-health account to WPP's MediaCom
WPP agency Mediacom is now responsible for U.S. media planning and buying for the Merck consumer-health business, which has estimated annual ad spending of $150 million. The Merck business was acquired Oct. 1 by Bayer in a $14.2 billion deal. MediaPost Communications/MediaPost Agency Daily (10/10)
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Novartis teams up with advocacy group for flu awareness campaign
Novartis Consumer Health's new Theraflu FluPrint campaign features actor and comedian Nick Cannon endorsing five steps for avoiding influenza, including vaccination and proper hygiene. Novartis will donate up to $100,000 to campaign partner Families Fighting Flu for Facebook "likes." MedicalDaily.com (10/9)
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Tech consulting firm to buy Cadient
Cognizant announced plans to acquire interactive marketing agency Cadient Group. "We believe that the combined Cadient and Cognizant capabilities will expand the opportunities for both companies to assist customers with digital transformation across the enterprise -- whether in R&D or medical affairs within life sciences or as it relates to the consumerization wave sweeping the health care industry," said Cadient CEO Stephen Wray. Medical Marketing & Media (10/8)
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Reach Millions of Health Seekers When & Where it Matters
Open enrollment is around the corner. With AccentHealth, the nation's largest doctor's office television network, your brand can reach a captivate audience interested in learning more about health plans. To learn more about how AccentHealth can enhance your advertising campaigns this enrollment period Read More »
 
Trends, Research & StatsSponsored By
Open enrollment period brings new options, deadlines, prices
The open enrollment period for health plans sold through Affordable Care Act exchanges begins Nov. 15 and will be marked by a streamlined enrollment process for many families, a shorter open enrollment period than last year, more plans available, and in some cases, changes in premiums. The Wall Street Journal (tiered subscription model) (10/11)
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Peer encouragement boosts HIV testing rate in high-risk populations
People at high risk for HIV are more likely to get tested when other high-risk people are paid to encourage them to be tested, according to a study slated for presentation at IDWeek 2014, a meeting of infectious disease societies. HealthDay News (10/10)
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How Well Do You Know the Healthcare Consumer?
The age of consumer-driven healthcare is upon us. With patients becoming more active in their healthcare, knowing and understanding how they make their decisions is imperative to future success. That's where The SPMSM American Health and Life Study comes in. Read more here.
 
Voices from the Inside
Survey: Women buy from brands with pro-female messages
Fifty-two percent of women have bought a product or service based on the way the brand portrays women in its advertising, and 43% felt positive by doing so, according to a SheKnows Fem-vertising Survey. Fifty-one percent said that pro-female ads are helping break down gender disparities. Adweek (10/10)
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Interactive Ads & Technology
Global sales of connected health care devices poised for growth
A Juniper Research report projects that global sales of connected health care devices such as sleep apnea monitors and oximeters for diabetes patients could surpass $3 billion by 2019. Growth will be driven in part by the launch of Samsung’s SAMI and Apple's HealthKit health platforms, according to the report. MobiHealthNews.com (10/9)
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Policy Pulse
Splinter group of Australian doctors seeks to ban drug sales rep visits
A "rebel" group of doctors in Australia has launched a "No Advertising Please" campaign to ban pharmaceutical sales reps from their offices. "The doctors who see reps tend to prescribe less according to the accepted guidelines and more with the rep who just had lunch with them," said Justin Coleman, who initiated the campaign. The Australian Medical Association, however, said that doctors benefit from learning about new drugs and can make their own decisions. The Sydney Morning Herald (Australia) (10/9)
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Industry Insight
Digital is only part of a balanced marketing mix
Digital technologies hold great promise in health care marketing but have not replaced conventional content channels, writes Mark Perlotto, founder and president of Excitant Healthcare Advertising. "To be successful as marketers, we need to remember two things: 1) that our messages belong where our audience is today -- not where they may be in the future and 2) because our target audiences are not homogeneous, applying a balanced marketing mix is crucial," Perlotto writes. PharmExec.com/PharmExecBlog (10/8)
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Coalition News
Bipartisan bill takes up reprint, textbook exclusions from Sunshine Act reporting
Rep. Michael Burgess (R-Texas) and Rep. Allyson Schwartz (D-Pa.) recently introduced bipartisan legislation to counter the unintended consequences of the current Physician Payments Sunshine Act regulations, which assert that when industry provides these materials to healthcare providers they are considered reportable transfers of value. After writing a letter to CMS arguing against this position -- to no avail -- "the authors of the letter, having made their case to CMS for administrative action -- and with the support of private stakeholders -- took the next logical step, which was to prepare legislation to clarify that medical textbooks and journal reprints are exempt from reporting under the Sunshine Act," according to Adam Huftalen, Government Affairs, Reed Elsevier. Read more.
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Closing the Deal
[W]e have a tendency to place our audiences in our shoes, rather than the reverse. We see our audience not as they are, but as we are. In so doing, we run the risk of failing to place our messaging in front of large numbers of people who might well benefit from it."
-- Mark Perlotto, founder and president of Excitant Healthcare Advertising, on finding the right marketing mix in a digital world. Read more from PharmExec.com.
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