Doner puts positive spin on campaign for Highmark Health | Humana seeks agency to help with advancing brand | New project-focused agency created by Finkel
April 21, 2015
SmartBrief for Health Care Marketers

Agency Update
Doner puts positive spin on campaign for Highmark Health
Pittsburgh-based health insurer and hospital network Highmark Health launched an ad campaign developed by Doner that includes television, radio and digital spots, and print and billboard ads. The Highmark Blue Cross Blue Shield insurance ad tagline is "All for health," and the Allegheny Health Network provider network ad tagline is "Health for all." The positive campaign is a departure from previous ads that were more negative. Pittsburgh Post-Gazette (4/13)
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Humana seeks agency to help with advancing brand
Humana is seeking an ad agency that can review the health insurer's approach to marketing amid a changing marketplace, company representative Tom Noland says. Select Resources International is managing the search. Adweek (4/17)
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New project-focused agency created by Finkel
A year after closing 75-person independent agency Kane & Finkel, Bob Finkel has launched a small consultancy named FreshBlood, which taps the talents of independent experts in market analysis, copywriting, content and digital strategy. Medical Marketing & Media (4/16)
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Surgeon general enlists Elmo for vaccine education campaign
Surgeon General Vivek Murthy and "Sesame Street" character Elmo tell children about the importance of vaccines in a YouTube video on HHS' website. Murthy tells Elmo that vaccinations feel like "a little pinch" and are safe. KPIX-TV (San Francisco) (4/17)
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Trends, Research & Stats
GSK task force considers overhauling rep compensation system
A task force set up by Jack Bailey, the new head of North American pharmaceutical operations at GlaxoSmithKline, is considering revamping the sales representative compensation system. Reps' incentives are based on product knowledge and their understanding of patients' and physicians' needs rather than on prescription volume. The Wall Street Journal (tiered subscription model)/Pharmalot blog (4/13)
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Voices from the Inside
Survey: Patients want to OK study participation
Between 75% and 80% of patients said they wanted to be asked for permission before being included in research involving a medical record review or studies comparing medication outcomes, survey data showed. The report found most people said a verbal permission or general notification would be acceptable if the process of gaining written permission would halt the study. Medscape (free registration) (4/14)
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Many docs use health IT tools, but few find them helpful, survey finds
An Accenture survey showed that doctors are better at using EHRs in their practices now than in 2012, but the percentage of those who believe that EHRs can aid treatment decisions, boost care outcomes and cut medical errors has decreased. Although doctors have become more proficient with the technology, Accenture found 70% of respondents believe they have less time with patients as a result of their adoption of health IT tools, while 76% noted that the current state of interoperability restricts their ability to improve care. Health Data Management (4/13), (4/15)
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Interactive Ads & Technology
ONC doesn't have funding for Health IT Safety Center
Congressional budget plans do not include $5 million to create a Health IT Safety Center, according to Dr. Andrew Gettinger, acting director of the Office of the National Coordinator for Health IT's Office of Clinical Quality and Safety. Gettinger said the center would be a private-public partnership and not a regulatory authority. The Congressional Research Service has said the agency lacks the authority to establish the center. Health Data Management (4/16)
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Policy Pulse
CMS launches patient-experience star ratings on Hospital Compare
The CMS has updated its Hospital Compare website to include a patient-experience star-rating system, designed to help patients make comparisons among Medicare-accredited facilities. Hospitals are ranked based on factors such as communication between clinicians and patients, cleanliness of the hospital and responsiveness of the hospital staff. Only 251 of the more than 3,500 hospitals rated received five stars. Medscape (free registration) (4/17), Modern Healthcare (tiered subscription model) (4/16)
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Industry Insight
Survey: Marketers are using a wide range of native-ad metrics
Marketers are still struggling to effectively measure returns from native advertising, and they are using a range of metrics and key performance indicators to judge campaigns, according to a survey by the Association of National Advertisers. "For all the buzz around native advertising, you don't hear a lot about measurement and [return on investment]," Executive Vice President Bill Duggan said. "The industry would benefit from a deeper understanding of the metrics that matter most." The Wall Street Journal (tiered subscription model)/CMO Today blog (4/17)
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Coalition News
PhRMA announces changes to board, Castellani's retirement
Changes to the Pharmaceutical Research and Manufacturers of America (PhRMA) Board, including the appointment of Merck's Kenneth Frazier as Board chairman, as well as the upcoming retirement of PhRMA President and CEO John J. Castellani, were announced last week. PhRMA also announced April 16 that Biogen CEO George A. Scangos was elected as chairman-elect of the Board, and that Johnson & Johnson Worldwide Chairman for Pharmaceuticals Joaquin Duato was elected as Board treasurer. Castellani, who has served in his current position since 2010, will step down Jan. 1, 2016, according to PhRMA. Read more.
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Register now for May 6 medical marketing pitch Webinar
Medical marketers looking to improve their odds when pitching their services to clients should plan to attend a May 6 Webinar, "The Twelve Steps to a Willing Medical Marketing Pitch," sponsored by the Coalition for Healthcare Communication. In the one-hour session, Rob Buccino, an experienced agency pitch runner and consultant, will describe what separates successful pitches from ones that fail. Read more for registration information.
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Closing the Deal
It's that old model of you want it big, fast and cheap, but we're really good and really fast but not cheap."
-- Bob Finkel on his new health care consultancy, FreshBlood. Read more from Medical Marketing & Media.
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