Novartis to pump $200M more into marketing Entresto | IBD patients inspire creation of superhero character | OMD, WhoSay help Cigna spotlight healthy lifestyles
July 22, 2016
SmartBrief for Health Care Marketers
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Agency Update
Novartis to pump $200M more into marketing Entresto
Novartis will invest another $200 million in marketing heart-failure drug Entresto after new clinical guidelines endorsed the product, CEO Joe Jimenez said. Annual sales have been below expectations in the US.
Reuters (7/19) 
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IBD patients inspire creation of superhero character
Takeda Pharmaceuticals collaborated with Marvel Custom Solutions and seven patients with inflammatory bowel disease to create a superhero character named Samarium. The character is being featured in a global awareness campaign called IBD Unmasked that Takeda developed with the Crohn's & Colitis Foundation of America and two specialists.
BioNews Texas/IBD News (7/18) 
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OMD, WhoSay help Cigna spotlight healthy lifestyles
OMD, WhoSay help Cigna spotlight healthy lifestyles
Driver (Brad Barket/Getty Images)
Cigna's new push from OMD and WhoSay stars former football player Tony Gonzalez, actor Minnie Driver and dancer Derek Hough highlighting healthy lifestyles and the importance of getting regular medical checkups. The push has garnered over 10 million views, with engagement rates of over 30%.
MediaPost Communications (7/18) 
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More agencies take parental leave pledge
Nine more creative shops joined the Pledge Parental Leave campaign, bringing to 20 the number of agencies participating in the effort to give employees more parental leave. Co:Collective, Wolff Olins, frog and 72andSunny are among the shops promising to grant primary caregivers three months of paid leave, three months of medical insurance and half a year of job security, and to post policies online.
Medical Marketing & Media (7/19) 
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Trends, Research & Stats
Curbing the rise of ad blocking
Almost a third of all consumers online will be using an ad blocker by 2017, eMarketer says, and brands are going native in an attempt to stop the trend. Entertainment is expected to become a more important form of advertising as brands seek to increase brand lift and engagement.
MediaPost Communications (7/19) 
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Interactive Ads & Technology
Programmatic native ads come to Google
Google has updated DoubleClick Bid Manager to enable advertisers to programmatically purchase native ads. The platform will automatically fit content uploaded by advertisers into the right format and context for where the native ad is programmed to display.
Advertising Age (free-article access for SmartBrief readers) (7/19) 
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Policy Pulse
Justice Dept. sues to block health insurer acquisitions
The Justice Department filed a lawsuit challenging Anthem's proposed acquisition of Cigna and Aetna's proposed purchase of Humana, alleging that the consolidations would threaten competition and harm consumers and health care providers.
The New York Times (free-article access for SmartBrief readers) (7/21),  Reuters (7/21),  The Washington Post (tiered subscription model) (7/21) 
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Device-company execs escape felony conviction
A jury acquitted Acclarent's former CEO and vice president of sales of felony charges but convicted them on 10 misdemeanor charges of distributing a medical device for unapproved uses. The men face up to one year in prison per count, supervised release and a $100,000 fine.
Modern Healthcare (tiered subscription model) (7/20),  STAT/Pharmalot (7/20) 
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Industry Insight
A physician's guide to using LinkedIn
LinkedIn is the world's largest online network for professionals, and membership is growing, writes Manish Kumar Chauhan, digital marketing manager at myPracticeReputation. Chauhan describes how health care professionals can use the platform to connect with patients and peers.
Physicians Practice magazine online (7/17) 
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Coalition News
Medical groups: Thumbs up for bill exempting journals/textbooks from Sunshine reporting
A bill sponsored by Sen. John Barrasso, M.D. (R-Wyo.), that would exempt peer-reviewed journals, journal reprints, journal supplements, medical conference reports and medical textbooks from being reported as transfers of value under the Sunshine Act has the support of more than 100 medical associations. This support from specialty groups and medical societies "sends a clear sign to Senators and other policy makers of the importance of medical journals and CME to patients," said Coalition for Healthcare Communication Executive Director John Kamp. Read more.
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With the user shift to mobile, users have higher expectations for a great user experience.
Dan Taylor, managing director of global display and programmatic at Google. Read more from Advertising Age.
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