Agencies' cross-cultural, general market lines are blurring | Hospitals hope better gowns boost patient satisfaction | Study to look at health care apps and devices for seniors
April 7, 2015
SmartBrief for Health Care Marketers

Agency Update
Agencies' cross-cultural, general market lines are blurring
The traditional separation between English- and Spanish-speaking markets is rapidly disintegrating, forcing ad agencies to adopt new strategies that appeal to multicultural Americans. Deutsch's formation of a new Hispanic unit, as well as Grupo Gallegos' hiring of non-Hispanic executives, reflect the trend. "We need to bring in the best talent that believe in the vision that to understand and deliver the total market you must embrace the multicultural audience," said John Gallegos, CEO of Grupo Gallegos. Advertising Age (free access for SmartBrief readers) (4/6)
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Trends, Research & Stats
Hospitals hope better gowns boost patient satisfaction
Hospitals hope better-designed gowns will improve patient satisfaction scores that are linked to reimbursements. Henry Ford Innovation Institute product designer Michael Forbes said patients want more privacy and dignity. When Henry Ford Health System introduced new gowns made of warmer fabrics that wrap the body like a robe, patient satisfaction scores increased. Kaiser Health News (3/31)
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Study to look at health care apps and devices for seniors
AARP announced plans to collaborate with Pfizer and UnitedHealth on an initiative to determine how people ages 50 and older use health care applications and devices and determine barriers to adoption and user engagement. Results of the first study, which will focus on sleep and activity trackers, are expected to be released in June. (4/6)
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Voices from the Inside
Study examines trends in patient portal registration
English-speaking, female and white patients were more likely to access patient portals than minority, male and Spanish-speaking patients, according to a study in the American Journal of Managed Care. Patients older than 30 were more likely to view their online records. (3/31)
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Survey: Most patients choose to be notified of biopsy results via phone
About two-thirds of 298 melanoma clinic patients surveyed said they would prefer to receive biopsy results via a phone call from their doctor, while 20% would prefer receiving results in person. The vast majority of patients did not want to get results through voicemail, text message or e-mail. In comparison, a survey of 84 doctors found that 57% would make a phone call to convey bad news, while 31% would do the same with good results. The findings were published in JAMA Dermatology. Reuters (4/2)
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Interactive Ads & Technology
How to improve a digital ad's chance of being viewed
Digital ads have a greater chance of being viewable if they are more interactive, are on mobile or are sold directly to publishers, according to a study from Sizmek. Ads that are in the center or top of a Web page are more likely to be viewed, although ads at the very top of a page are often skipped by users, the study showed. VentureBeat (4/1)
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Policy Pulse
FDA to study how consumers interpret price comparisons in drug ads
The FDA's Office of Prescription Drug Promotion is launching a study to determine whether drug ads comparing prices affect how consumers understand a drug's risks and benefits. More than 1,400 general practitioners and 1,500 patients with diabetes will be included in the main study. Regulatory Focus (4/3)
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Consumer advocacy group says diabetes drug ads mislead
Ads for diabetes drugs by Novo Nordisk, Johnson & Johnson, AstraZeneca and Boehringer-Ingelheim suggest that the treatments promote weight loss, but they are not FDA-approved for that purpose, according to a letter to the FDA from Public Citizen. The Wall Street Journal (tiered subscription model)/Pharmalot blog (4/1)
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Industry Insight
Video speaks to audiences, expert says
Video in e-mail boosts click-thru rates and reduces opt-out rates, and consumers are more likely to make a purchase after watching a video, but marketers do not seem to consider video an exciting marketing opportunity, writes Brent Scholz, vice president of Intouch Solutions. "[V]ideo is the way that the new generation of technology users -- and a large number of older folks, too -- are accustomed to experiencing communications," Scholz writes. Video can be used for post-diagnosis patient support, patient education and sales presentations, Scholz writes. Medical Marketing & Media (4/2)
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Despite some guidance, not much has changed for drug marketing
The FDA recently published guidance on how drugmakers can provide brief summaries about side effects and efficacy of drugs in print ads for consumers and also issued website communication guidance for drugmakers. The agency is also studying how direct-to-consumer broadcast advertising can raise consumer awareness of a drug's major safety concerns without including lengthy lists of potential side effects. However, formal policy changes on these and other marketing issues might not be communicated for a long time, Jill Wechsler writes. (4/1)
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Coalition News
Medical marketing pitch Webinar gives agencies an edge
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. "This Webinar offers agency leaders, account service professionals and creative and project management team members the expertise from Buccino's more than 30 years in the business," said Coalition Executive Director John Kamp. Read more.
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Closing the Deal
I don't just mean that we need to make more videos. I mean that we as marketers need to live, breathe and think video with every brand and message we create."
-- Brent Scholz, vice president and executive creative director of Intouch Solutions, on use of videos in marketing. Read more from Medical Marketing & Media.
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Editor:  Tara Rosenzweig
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