CVS awards media business to UM | Sprout to be purchased by Valeant for $1B | Print remains on top for doctors' ad response
August 25, 2015
SmartBrief for Health Care Marketers

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CVS awards media business to UM
Interpublic's UM has won CVS' media business following a review, replacing incumbent Mindshare. CVS spent $84.4 million on measured media last year, per Kantar Media. Advertising Age (free access for SmartBrief readers) (8/19)
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Trends, Research & Stats
Sprout to be purchased by Valeant for $1B
Sprout Pharmaceuticals will be bought by Valeant Pharmaceuticals in a deal worth $1 billion, Valeant said. Sprout's female libido pill, Addyi, was recently approved by the FDA. Sprout will be a separate division within Valeant led by Sprout CEO Cindy Whitehead, who said her full team will join Valeant. Reuters (8/20), The Wall Street Journal (tiered subscription model) (8/20), American City Business Journals (8/20)
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Print remains on top for doctors' ad response
Thirty-seven percent of physicians responding to a CMI/Compas survey said they read drug and device ads in print, and 29% of those follow up with a visit to the product's website, compared with 5% who said they frequently click through online ads. However, medical school students increasingly use online applications and digital tools, says CMI/Compas Senior Vice President Nicole Woodland-De Van. Digital and print campaigns that complement each other can be very effective, says Publicis Health Media President Matt McNally. Medical Marketing & Media (8/21)
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Poll: Americans concerned with high drug prices
A survey by the Kaiser Family Foundation found that 72% of the public say that prices for prescription drugs are too high. Large majorities also said that pharmaceutical companies should disclose pricing methods, Medicare should be able to negotiate drug prices and limits should be placed on the cost of therapies for serious conditions. Fox Business/The Associated Press (8/20)
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Survey: Most visitors to CVS MinuteClinic like telehealth tech
One-third of 1,734 respondents in a survey about telemedicine said they preferred a video visit with a physician at a CVS MinuteClinic station over an in-person appointment. While 33% preferred the telehealth technology experience, 57% liked it equally as well as a face-to-face meeting with a doctor, and 10% said the experience was worse. (8/18)
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Consumer satisfaction rises for some pharmacies, drops for others
Consumers were slightly more satisfied with chain and supermarket pharmacies this year than they were last year and slightly less satisfied with mail-order and mass-merchandiser pharmacies, an annual J.D. Power and Associates survey said. Customers who used pharmacies' health testing and wellness services were more likely than those who did not to report loyalty and indicate they would recommend their pharmacy, the survey found. Employee Benefit News (8/24)
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Interactive Ads & Technology
Window-shopping tools lacking on some exchanges, study finds
Most Affordable Care Act health insurance exchanges offered tools last year that allowed shoppers to sort plans based on deductibles and premiums, but just three had tools for calculating out-of-pocket costs, a study published in Annals of Internal Medicine found. Observers expect more decision-support tools to be available during the upcoming open enrollment period, and Enroll America is partnering with Clear Health Analytics to develop a plan comparison tool for Employee Benefit News (8/20)
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Policy Pulse
Health care services, devices subject to less scrutiny than drugs, observers say
Prescription drug marketing is subject to FDA scrutiny through the agency's "Bad Ad" program, but marketing of medical devices and health services is subject to much less examination, watchdog groups, health care providers and policy experts say. "We have to accept that advertisements are intended to be persuasive and are never going to present a complete or exhaustive list of risks or benefits," said Dr. Yael Schenker, an assistant professor of medicine at the University of Pittsburgh and co-author of a report on health care advertising. Modern Healthcare (tiered subscription model) (8/19)
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NIH plans online clinical trial resource for children
The NIH has proposed developing an online resource that will encourage young people with chronic diseases to join clinical trials and learn more about clinical research. The resource will be "developmentally appropriate" for children ages 8 to 14. "The current lack of knowledge surrounding pediatric clinical trials can be dangerous and unhealthy towards the lives of youth, becoming a large public health need," the NIH said in a notice in the Federal Register. Health Data Management (8/21)
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Industry Insight
Marketing insights underpin business model, incoming VSP Vision Care leader says
Marketers must overcome "a lack of understanding of how marketing connects to the rest of the business and the impact it makes on the rest of the business," said Kate Renwick-Espinosa, who was named chief marketing officer at vision services company VSP Global in 2010 and will assume the role of president at VSP Vision Care in October. Marketers should understand how marketing affects the company's financial model, focus on understanding customers, collaborate with executive-level colleagues to deliver what is best for customers and be agile marketers instead of academic marketers, she said. Advertising Age (free access for SmartBrief readers) (8/20)
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Coalition News
Pitts: FDA drug approval rate increase should be praised
Peter Pitts, president and co-founder of the Center for Medicine in the Public Interest, states that the FDA approving an increasing number of new drugs is the result of greater collaboration between industry and the agency and should be applauded, according to a recent article posted on the Drugwonks website. "As Peter Pitts deftly suggests, the recent higher rates of approval for new drugs at the FDA is a sign of great progress," said Coalition for Healthcare Communication Executive Director John Kamp. Read more.
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Closing the Deal
Being in marketing, you're able to have all this access to information, data and insights about our market, and that provides such a valuable understanding of why customers work with us, and really, that is the underpinning of our business model -- why do customers buy from us, and why do they keep buying from us?"
-- Kate Renwick-Espinosa, CMO at VSP Global and incoming president of VSP Vision Care, on the growing influence of marketing within companies. Read more from Advertising Age.
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