J&J outlines new approach to agency alignment | Mylan partners with Disney to promote EpiPen access | Health insurers build up outreach and education efforts
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November 11, 2014
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Agency UpdateSponsored By
J&J outlines new approach to agency alignment
Johnson & Johnson's Alison Lewis, chief marketing officer of the company's consumer business, is introducing a new "hub and spoke" approach to marketing communications and agency alignment for its global megabrands. In addition to focusing on one core idea for each brand, the new approach is meant to "unleash the power" of J&J's holding company partners by ending agency silos, Lewis said. Advertising Age (free access for SmartBrief readers) (11/6)
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Mylan partners with Disney to promote EpiPen access
Walt Disney Parks and Resorts will update signage to emphasize locations of Mylan EpiPens in U.S. parks and on cruise ships under a multi-year agreement with Mylan. The two companies will also introduce educational resources regarding anaphylaxis. Drug Store News (11/7)
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Health insurers build up outreach and education efforts
Health insurers are airing advertisements, holding live outreach events and sending letters to current customers ahead of the Nov. 15 start of open enrollment under the Affordable Care Act. The enrollment period is shorter this year, and Marc Pierce, president of market research firm Stonegate Advisors, says competition is stronger. The Wall Street Journal (tiered subscription model) (11/5)
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Trends, Research & Stats
Hospitals aim to become more hospitable
Hospitals nationwide are hiring chief patient experience officers who focus on patient relations. Medicare reimbursements are based partially on how hospitals score on patient satisfaction surveys, and patients are becoming shrewd consumers who select a hospital based on ratings and reviews. As a result, hospitals are striving to become quieter, have nurses spend more time with patients before and after discharge, and improve how doctors communicate with patients. Kaiser Health News (11/4)
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Health care price transparency helps patients shop for services in Mass.
A Massachusetts law that requires disclosure of prices for common health care services might help patients become more savvy consumers. Health care providers also may be getting more competitive as they get a look at what their peers charge for the same service, says Barbara Anthony, the state's undersecretary for consumer affairs. Kaiser Health News/WBUR (11/6)
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Voices from the Inside
Survey examines patient concerns about health data privacy, security
An Office of the National Coordinator for Health IT survey found over 70% of participants had privacy and security concerns about their health information. But the same percentage supported health information exchange and EHR use, while just 8% withheld health information from providers because of their concerns. About 60% of respondents worry about the transmission of their health data, whether records are electronic or paper-based. Health Data Management (11/7)
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Deportation fears for relatives may affect ACA signups by Latinos in Calif.
Some legal immigrants and U.S. citizens say they have declined to sign up for health insurance because they worry doing so will increase the risk that undocumented family members will be deported. There are 600,000 uninsured Latinos in California, and a state marketing and outreach campaign aims to reassure them that their personal information will not be used to deport family members in the country illegally. Los Angeles Times (tiered subscription model) (11/9)
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Policy Pulse
Sciecure insomnia drug ads omit risk info, overstate superiority, OPDP says
The FDA's Office of Prescription Drug Promotion sent an untitled letter to Sciecure Pharma criticizing the company's promotional materials for insomnia treatment Doral (quazepam). The materials omit contraindications and fail to mention the potential for withdrawal symptoms and side effects, and overstate the drug's superiority, the OPDP said. Regulatory Focus (11/6)
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Biotronik will pay $4.9M to resolve fraud allegations
Medical device company Biotronik will pay $4.9 million to settle kickback allegations made in a whistleblower lawsuit. The company, which denied the charges and did not admit liability, was accused of providing kickbacks to physicians in exchange for using its cardiac rhythm management machines, resulting in the submission of false Medicare and Medicaid claims, according to the lawsuit. The majority of the settlement will be paid to the federal government. CardiovascularBusiness.com (11/9), MassDevice.com (Boston) (11/7), The New York Times (tiered subscription model) (11/7)
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Industry Insight
Marketers lag on mobile strategy, survey finds
Marketers are falling short of the ideal of incorporating mobile into their overall strategies, according to a survey by the Chief Marketing Officer Council. Nearly a third of respondents said they had no strategy, even though the majority acknowledged that mobile is critical branding and differentiation tool. MediaPost Communications/Mobile Marketing Daily (11/6)
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Coalition News
Coalition to hold Nov. 12 webinar on post-election healthcare climate
The Coalition for Healthcare Communication will host a webinar Nov. 12, "The Elections Are Over: What Does It Mean for Healthcare?" At this free webinar, Coalition Executive Director John Kamp will discuss the healthcare policy implications of the 2014 Congressional elections, as well as emerging developments in related FDA and CMS policy matters. Kamp also will outline how leadership shifts in the Senate and the House may affect the major policy issues facing our industry, particularly the prospects for change in the deductibility of marketing costs. Space is limited. Read more.
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Featured Press Releases
 
Closing the Deal
[Y]ou're often sort of siloed in the agency you're with. In this new agency operating model, what the agencies are working with us on is how do they unleash their broader agency capability."
-- Alison Lewis, CMO of J&J's consumer business, on the company's new integrated marketing communications system. Read more from Advertising Age.
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