Allergan's dry-eye ad features women trailblazers | Animals can bring pharma brand benefits to life | WebMD tool allows marketers to target cold and flu sufferers
March 17, 2017
SmartBrief for Health Care Marketers
Agency Update
Allergan's dry-eye ad features women trailblazers
Allergan's new "Eyepowerment" ad campaign for chronic dry eye uses the faces of Amelia Earhart, Frida Kahlo and Grace Kelly in a move to engage consumers. The goal is to "highlight game changers, trailblazers and statement makers that have inspired and empowered others," according to Allergan.
FiercePharma (3/13) 
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Animals can bring pharma brand benefits to life
Mark Friedman, chief creative officer of Medical Specialists Communication Groups, explores pharmaceutical ads that feature animals. Animals can represent characteristics such as power, speed and wisdom to illustrate a brand's benefits, Friedman writes.
Medical Marketing & Media (3/15) 
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WebMD tool allows marketers to target cold and flu sufferers
WebMD's Cold and Flu map is used in partnership with Reckitt Benckiser to show patients how many people in their region are reporting symptoms while allowing targeted marketing of such Reckitt Benckiser products as Mucinex and Lysol. The tool uses data from WebMD's Symptom Checker to create a map showing the severity of cold and flu symptoms across the country.
Adweek (3/15) 
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Trends, Research & Stats
Experts predict pharma sales force to take on blended role
The role of the pharmaceutical sales force is changing to include more varied responsibilities, experts say. The job is "becoming increasingly a mix -- an educational and promotional mix, which includes digital and e-detailing, other roles and even health outcomes consultants," says Alan Kidd of CHASE.
Pharma Times magazine (UK) (3/2017) 
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Report: Upbeat consumers more receptive to video, mobile ads
Consumers in the US and UK are "upbeat" nearly half of the time, and when they're in that mood, they are 30% more likely to watch native video, a Yahoo study states. Consumers feel most upbeat between 11 a.m. and 2 p.m., and smartphone users in an upbeat frame of mind are 25% more likely to find mobile ads inspiring.
Campaign US (free registration) (3/14) 
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Voices from the Inside
Appointment wait time affects patient satisfaction
Appointment wait time affects patient satisfaction.
Patients who had relatively long waits for scheduling and completion of consultations with specialists were more likely to report being dissatisfied with their care, according to an analysis of data from the Veterans Health Administration published in The American Journal of Accountable Care. The finding has implications for accountable care organizations as they reorganize to become more patient-centered, write Steven Pizer, Michael Davies and Julia Prentice.
The American Journal of Managed Care online (3/10) 
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Interactive Ads & Technology
Kinetic Reveal opens up social engagement at scale
Kinetic Social has unveiled a product called Kinetic Reveal Audience Solution, which aims to improve return on investment for advertisers by targeting consumers who have already shown interest in a brand before social media engagement or visiting the site. "The Reveal solution was developed to provide marketers like us with the capability to share relevant content with the right people at a scale that is otherwise challenging to unlock on social platforms," Seventh Generation's Joey Bergstein said.
The Drum (Glasgow, Scotland) (3/14) 
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Policy Pulse
ACA sign-ups fall to 12.2 million for 2017 plan year
The number of people who purchased health insurance for the 2017 plan year through Affordable Care Act exchanges fell to 12.2 million, down from 12.7 million for the 2016 plan year, according to federal data. Of those who signed up, 84% qualified for tax credits, down slightly from last year, while the percentage of those under 35 remained at 36%.
The Washington Post (tiered subscription model) (3/15) 
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Industry Insight
Opinion: Shape a more creative culture with flexible working
Agencies must become more amenable to the idea of flexible working and part-time staffers, as giving employees a better work-life balance will ultimately result in a more refreshed, creative workforce and help attract millennials, Leo Burnett's Christina Lemieux writes. "Agencies can help pave the way for more flexible working patterns by having a strong understanding of job design and getting better at measuring employee performance by impact vs hours," she writes.
Campaign US (free registration) (3/14) 
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Coalition News
Oregon bill calls for drug price disclosure in all ads
A recently introduced Oregon bill (S.B. 792) would require manufacturers to disclose prescription drug wholesale prices in any ads run in the state, but four major advertising and media industry groups -- the Association of National Advertisers, the 4A's, the American Advertising Federation and the Coalition for Healthcare Communication -- are calling on Oregon senators to oppose the bill. In a joint letter, the groups state that drug advertising already is heavily regulated and the bill violates both the First Amendment and the Interstate Commerce clause of the U.S. Constitution. Read more.
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Register today for Coalition's "rising leaders" conference!
Register now for the Coalition for Healthcare Communication's Second Annual Rising Leaders Conference on Healthcare Policy, an information-packed conference designed to provide background and context about key issues facing this industry's next generation of leaders in health care advertising, medical communications, public relations, medical publishing and media, and digital communications. Set for May 15-16 in Washington, D.C., the conference will feature presentations from former FDA Commissioner Robert Califf, Prevision Policy Senior Editor Kate Rawson, BIO Senior Vice President Kay Holcombe, former FDA Associate Commissioner Wayne Pines, and 4A's Senior Vice President Dick O'Brien. For information and registration, contact John Kamp at
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There is a real and justifiable customer expectation that our commercial teams ... need to have a clear value-based discussion and do it with authority and presence.
Gary Killington, managing director at PI Partnership, on the changing role of pharma sales reps. Read more from PharmaTimes.
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