DDB Chicago is named creative lead for American Cancer Society | Seattle Seahawks encourage consumers to get covered | The most heavily promoted drugs are "me too," database shows
 
January 13, 2015
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Agency Update
DDB Chicago is named creative lead for American Cancer Society
The American Cancer Society has named DDB Chicago as its lead creative agency. Daniela Campari, senior vice president of marketing at the society, had previously worked with DDB Chicago while at Wrigley, but said it was the dedication and attachment to the society's mission that was the determining factor in the choice. Adweek (1/7)
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Seattle Seahawks encourage consumers to get covered
Seattle Seahawks quarterback Russell Wilson and cornerback Richard Sherman appear in a public service ad campaign encouraging consumers to enroll in a health insurance plan through the federally run exchange. Yahoo/Shutdown Corner blog (1/9), KIRO-FM (Seattle) (1/12)
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Trends, Research & Stats
The most heavily promoted drugs are "me too," database shows
Drugmakers spend the most marketing money on drugs that are redundant, such as anticoagulants and diabetes drugs, an analysis of the Open Payments database found. Less is spent to promote breakthrough drugs, such as new hepatitis C treatments, which tend to "sell themselves," said Dr. Sidney Wolfe, founder of and senior adviser to Public Citizen’s Health Research Group. The New York Times (tiered subscription model)/The Upshot blog/ProPublica (1/8)
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Psoriasis care costs in U.S. could reach $63B, study finds
Annual direct costs of psoriasis care in the U.S. reach between $52 billion and $63 billion, according to research reported in JAMA Dermatology. Associated indirect costs -- such as lost work hours -- account for an additional $24 billion to $35 billion per year, and associated conditions amount to billions more. The autoimmune disorder affects about 3% of people. National Public Radio/Shots blog (1/8)
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Voices from the Inside
Patients weigh in on EHRs
Data from a Xerox/Harris survey found that although patients aren't always completely honest when providing data for their EHR, a majority of respondents expect electronic records to result in better care with higher efficiency. Fifty-three percent of respondents said their care improved after their providers adopted the technology, while 55% wanted to use EHRs to ask questions, 56% said they would use EHRs to request refills and 36% indicated they would request referrals via EHR. Medical Marketing & Media (1/7)
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Interactive Ads & Technology
Walgreen, WebMD team for digital engagement
Walgreen and WebMD are teaming to offer digital health advice at the drug chain's website and a loyalty program on WebMD's mobile application. Your Digital Health Advisor will engage users with goal-driven wellness coaching and other interactive programs. Chain Drug Review (1/7)
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Policy Pulse
CDER releases guidance agenda
The FDA's Center for Drug Evaluation and Research intends to issue 90 guidance documents this year, including guidance on labeling biosimilars, using third-party links on social media websites, tracking and tracing drugs, modernizing drug manufacturing and including pregnant women in clinical trials. Regulatory Focus (1/6)
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Conflicts of interest have little effect on FDA decisions, study finds
Conflicts of interest may affect how individual FDA panelists vote, but they have little effect on overall committee decisions, according to a paper by George Mason University School of Law scholars Joseph Golek and James Cooper. Overall FDA approval rates are higher than committee approval rates, and advisory committees generally vote the way investors predict they will, suggesting that individual panelists' conflicts are minimized by the panel at large, the researchers found. Regulatory Focus (1/9)
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Bill would allow Americans to buy drugs from Canada
Sens. Amy Klobuchar, D-Minn., and John McCain, R-Ariz., have reintroduced a bill that would permit Americans with a valid prescription from a U.S.-licensed physician to buy up to a 90-day supply of drugs from a licensed pharmacy in Canada. The goal of the Safe and Affordable Drugs from Canada Act is to cut prescription drug costs in the U.S. The bill stipulates that a pharmacy must be operating for at least five years before it can be cleared to sell prescription drugs to Americans, although drugmakers worry that the measure would open the supply chain to more counterfeit drugs. The Wall Street Journal (tiered subscription model)/Canada Real Time Blog (1/9)
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Industry Insight
How loss aversion affects acceptance of new drugs
Loss aversion, in which the fear of loss is stronger than the desire for what may be gained, often affects both physicians' and patients' willingness to try a new drug, writes Dr. Pamela Walker, health leader at Incite. Pharma reps can address loss aversion by establishing how their product is superior, offering support services that offset possible losses, offering rewards that lessen the sting of loss and addressing other biases that may come into play, Walker writes. PharmExec.com (1/9)
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Coalition News
Coalition's Kamp: Health care marketing issues to watch in 2015
Coalition for Healthcare Communication Executive Director John Kamp recently reviewed the key issues for health care marketing professionals to monitor during 2015. The six issues Kamp identified and commented on include drug approvals, off-label communication, FDA guidance and enforcement, the 21st Century Cures initiative, Sunshine Act implementation and tax reform. Read more.
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Closing the Deal
[L]oss aversion helps explain why new treatments that perform relatively well in black and white struggle to shift market share unless they offer a dramatic benefit over current options."
-- Dr. Pamela Walker, health leader at Incite, on how the fear of loss affects willingness to try new treatments. Read more from PharmExec.com
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