Hill Holliday taps Vine influencer for anti-drug ads | Everyday Health, Videology form partnership | Competition grows as number of cancer centers increases
November 17, 2015
SmartBrief for Health Care Marketers

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Hill Holliday taps Vine influencer for anti-drug ads
Hill Holliday created a pro bono push for the Partnership for Drug-Free Kids that uses stop-motion techniques in live-action surroundings. Vine influencer Maris Jones directed the spots to highlight challenging issues for teens such as drugs, bullying, drinking and body image. "I hope that by using this visual style we can make [teens] not even realize they're watching something that can help them cope with issues they're dealing with every day," Jones said. Adweek (11/11)
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Everyday Health, Videology form partnership
Everyday Health said it is forming a partnership with TV and video ad platform Videology. The collaboration is focused on a platform that aims to help pharmaceutical marketers better target digital and TV video buys in response to an evolving viewing environment. Medical Marketing & Media (11/10)
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Trends, Research & Stats
Competition grows as number of cancer centers increases
New cancer centers are being constructed by hospitals and physician groups in response to an expected increase in cancer diagnoses as baby boomers age. One study projects that by 2030, cancer diagnoses will have increased by 45%. Patients and referring physicians are target markets for advertisers of the centers, and patients are often willing to travel far to receive care for a serious illness, says Chris Bevolo of ReviveHealth. Modern Healthcare (tiered subscription model) (11/14)
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Hospital productivity has declined during ICD-10 transition, survey finds
Inpatient productivity has declined by 30% to 45% at large hospitals and by 22% to 33% at community hospitals with fewer than 250 beds since the implementation of ICD-10, a survey by Himagine Solutions found. Outpatient productivity is 20% to 40% lower at large hospitals and 35% to 40% lower at community hospitals, compared with ICD-9 productivity standards, the survey found. Most delays have been manageable, and the hospitals surveyed did not indicate plans to add resources. Healthcare Informatics online (11/10)
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Voices from the Inside
Geisinger Health System app lets dissatisfied patients request refunds
Geisinger Health System is offering refunds to dissatisfied patients. Surgery patients who have concerns with the way they were treated can rate their experience using an application designed for the ProvenExperience program. Patients can use the app to apply for a refund of up to $2,000 based on their copay. Healthcare IT News (11/12)
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Bristol-Myers Squibb cancer drug ads target consumers directly
Direct-to-consumer advertising for Bristol-Myers Squibb's lung cancer immunotherapy drug Opdivo, or nivolumab, is intended to educate patients about the new treatment, BMS spokeswoman Laurel Sacks said. But the ads suggest "a feeling of a substantial advance," said Adrienne Faerber of the Dartmouth Institute for Health Policy and Clinical Practice, though late-stage studies found only a three-month survival advantage over standard therapy. Medscape (free registration) (11/13)
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Interactive Ads & Technology
Walgreens-MDLIVE telehealth service reaches 25 states
Walgreens and MDLIVE have expanded their virtual-care partnership to 20 additional states, increasing to 25 the total number of states where the companies' telehealth service is available. Patients can have virtual consultations with any of MDLIVE's board-certified doctors at any time of day using the Walgreens Connect application. An updated version of the app rewards users for measuring their blood pressure and blood glucose levels, and it transmits the data using Qualcomm Life's 2net Platform. Healthcare IT News (11/10)
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How UCB leverages social media
Brussels-based UCB has engaged in social listening for several years, monitoring patient conversations outside its own communities in addition to creating social communities of its own. The company uses social listening to inform activities that take place in other spaces. Demographic data gleaned from Facebook enables marketers to establish better audience profiles, and UCB has created a new customer service center, UCB Cares, which is based on survey results showing how patients want drugmakers to interact with them. Medical Marketing & Media (11/9)
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Policy Pulse
FDA warns 3 DTC genetic testing companies about unapproved tests
DNA4Life, DNA-CardioCheck and Interleukin Genetics received warnings from the FDA that genetic tests they are marketing to consumers have not been approved by the agency. DNA4Life claims its Pharmacogenetic Report shows how the user will respond to more than 120 drugs; DNA-CardioCheck says its test screens for genetic markers linked to thrombophia, deep vein thrombosis, cardiovascular disease and stroke; and Interleukin claims three tests identify a genetic predisposition to diabetes, heart attack, osteoarthritis-associated conditions and obesity. Regulatory Focus (11/9)
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HealthCare.gov enrollment off to "solid start" in first week, HHS says
During the first week of open enrollment, about 1.15 million people submitted applications to HealthCare.gov for health insurance and 543,098 chose a plan, according to HHS. About one-third of the enrollees were new to the exchange. Bloomberg (11/12)
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Coalition News
Pharma industry needs to gear up for change as 2016 election approaches
As the nation gears up for the 2016 presidential election, the pharma industry should be preparing for many potential changes, according to Dick O'Brien, executive vice president, Government Relations, for the American Association of Advertising Agencies, and Coalition for Healthcare Communication Executive Director John Kamp, who spoke at last month's Coalition for Healthcare Communication meeting held in Washington, D.C. "If the Democrats sweep, we may see the end of pricing flexibility, and if the Republicans sweep, we may see the reform or repeal of the Affordable Care Act." Kamp said, adding that any shakeup could alter the course of Congressional tax reform. "There is great political capital to be had in going after drug companies," according to O'Brien. "We could very well be in for a serious fight." Read more.
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Closing the Deal
I'll be the first to tell you I can't prove we drive sales or derive revenue because that's not the purpose of [social media] communities. [But] I can drive it back to really deep insights."
-- Greg Cohen, UCB's associate director of global strategic marketing, on social media listening. Read more from Medical Marketing & Media.
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