Amazon may be getting serious about launching a pharmacy unit | N.Y. county says drugmakers, doctors understated opioid risks | Study: Consumers don't like being told what to do in ads
May 19, 2017
SmartBrief for Health Care Marketers
Agency Update
Amazon may be getting serious about launching a pharmacy unit
Amazon executives have long considered getting into the pharmacy industry, and the company is reportedly in discussions with industry experts and hiring managers to develop a strategy. The company recently hired Mark Lyons from Premera Blue Cross to develop a pharmacy benefit manager for employees that might eventually be expanded, according to a person familiar with the proceedings.
CNBC (5/16) 
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N.Y. county says drugmakers, doctors understated opioid risks
Orange County, N.Y., is suing Purdue Pharma, Johnson & Johnson, Teva Pharmaceutical Industries, Endo International and four physicians, saying they misrepresenting the risks associated with opioid pain drugs, contributing to high abuse and addiction rates.
Reuters (5/15) 
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Case study: A Model for Data Driven Physician Outreach
Providers around the country are competing for patient volume to sustain their organizations. Physician outreach programs can be inefficient and wasteful if they aren't targeting the right kind of practitioners. Learn how one provider developed precision physician outreach using claims data.
Trends, Research & Stats
Study: Consumers don't like being told what to do in ads
Research by the University of Central Florida found consumers are more likely to make purchases based on ads that are supportive and informative, as opposed to assertive. The study found using language such as "buy now" had a negative effect, whereas "now is a good time to buy" makes consumers feel less like they're being dictated to, co-author Yael Zemack-Rugar said.
The Wall Street Journal (tiered subscription model) (5/16) 
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Study finds few family physicians use telehealth services
Just 15% of family physicians said they used telehealth services in 2014, and many of them used it infrequently, according to a report in the Journal of the American Board of Family Medicine. Physicians who used telehealth services were more often located in a rural area, the study found, and lack of training and reimbursement were cited as the main barriers to using the technology.
AAFP News (5/16) 
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Interactive Ads & Technology
Pinterest allows ad targeting based on image recognition
Pinterest logo
(Lionel Bonaventure/AFP/Getty Images)
Pinterest is expanding its image-recognition technology, which it uses to direct users to recommended pins, to include targeted ads relevant to the products pinned by consumers. To start, the ads will be shown in the Related Pins and Instant Ideas reels, but they will eventually be extended to results displayed from its Lens feature and to Shop the Look.
Marketing Land (5/16),  Campaign US (free registration) (5/16),  TechCrunch (5/16) 
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Interactive events calendars can boost engagement
Krystal Putman-Garcia explains how to maximize digital buzz around events, including creating an interactive event calendar to boost site traffic and the number of attendees, as well as to enhance search-engine optimization. Use event content on your calendar to track engagement and deepen your understanding of what your audience wants from pre- and post-event engagement.
SmartBrief/Marketing (5/15) 
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Policy Pulse
Price calls for higher user fees, cuts in FDA's appropriations
Price calls for higher user fees, cuts in FDA's appropriations
Price (Alex Wong/Getty Images)
HHS Secretary Tom Price, in a letter to Sen. Patty Murray, D-Wash., called on the Senate to restructure and increase the user fee programs for medical devices, pharmaceuticals, generic drugs and biosimilars to enable further cuts to the FDA's appropriations from Congress. Murray said if the proposal is implemented, it would "leave the FDA hamstrung and without the federal investments it relies on to carry out its important public health work."
Regulatory Focus (5/17) 
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Coalition News
Industry needs off-label promotion code of ethics, Califf says at CHC Rising Leaders Conference
Keynote speaker and former FDA Commissioner Robert Califf said at this week's Coalition for Healthcare Communication's Rising Leaders Conference that "health care marketers need to create a code of ethics to promote drugs for truthful and non-misleading uses outside their FDA-approved labels, commonly referred to as off-label promotion," according to coverage of the meeting in MM&M. Read more.
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We have this innate need to feel like we are making our own choices. That's a huge problem for marketers who tend to tell consumers what to do.
Yael Zemack-Rugar, assistant professor of marketing at the University of Central Florida, as quoted in The Wall Street Journal.
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