Truvada marketing to use dating sites, alternative platforms | OmniChannel partnership focuses on in-pharmacy diabetes education | PCMA's DrugBenefitSolutions campaign releases new transparency video
February 14, 2017
SmartBrief for Health Care Marketers
Agency Update
Truvada marketing to use dating sites, alternative platforms
Gilead will market its HIV pre-exposure prophylaxis drug Truvada through Snapchat, Tumblr and dating websites with the goal of connecting with people who do not use traditional methods of engaging with the health care system. Gilead will also focus on payers, stressing cost savings that can result from preventing HIV infection, Gilead Chief Operating Officer Kevin Young said.
Medical Marketing & Media (2/8) 
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OmniChannel partnership focuses on in-pharmacy diabetes education
OmniChannel Health Media will partner with PDX Manufacturer Services to educate PDX's retail pharmacy customers about diabetes prevention and care. The two will offer in-person educational programs at local pharmacies as well as digital sessions for those unable to attend a live event.
Drug Store News (2/8) 
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PCMA's DrugBenefitSolutions campaign releases new transparency video
A new video released by the Pharmaceutical Care Management Association, as part of its campaign, explains that PBMs are transparent with consumers and clients on drug pricing, while mandating public disclosure is the "wrong" type of transparency and would increase drug prices.
Chain Drug Review (2/9),  STAT (tiered subscription model)/Pharmalot (2/9) 
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Trends, Research & Stats
Agencies encouraging their talent to get political
Agencies are encouraging their staff to get involved in political advocacy in a bid to connect creativity to social and political change. "If we can put our creativity behind something to drive real change, then why shouldn't we?" Olson's Nina Orezzoli asks.
Digiday (2/10) 
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ACA enrollment totals 12.2M for 2017
Over 12.2 million Americans enrolled in health insurance for 2017 through the Affordable Care Act, down about 4% from last year, according to an analysis by The Associated Press. That includes 9.2 million Americans enrolled through and 3 million more signed up through state exchanges and in the District of Columbia.
The New York Times (free-article access for SmartBrief readers)/The Associated Press (2/10) 
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Voices from the Inside
Marathon's DMD treatment scores FDA approval
Marathon Pharmaceuticals' Emflaza, or deflazacort, has been approved by the FDA as a treatment for Duchenne muscular dystrophy in patients 5 years old and above. The drug, which is the first corticosteroid to be approved as a treatment for the disease, will be available in tablets and oral suspension forms.
Medscape (free registration) (2/9) 
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Interactive Ads & Technology
Advertisers can pay only for sound-on Facebook videos
Facebook will give advertisers the option of paying only for video streams that viewers watch with the sound on. The company will also measure how many milliseconds the video plays on at least half the screen.
Advertising Age (2/10) 
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Policy Pulse
FDA's draft rule for drugs' intended use opposed by industry groups
The Biotechnology Innovation Organization, Pharmaceutical Research and Manufacturers of America and the Medical Information Working Group have filed a citizen's petition asking the FDA to reconsider a proposed rule that would revise the definition of intended use in a way that could make drugmakers legally liable for off-label use of their drugs. The groups argue that the broadening of intended use to include a standard for totality of evidence would be harmful to public health because it would restrict truthful communications about treatments.
BioCentury (2/9) 
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Industry Insight
Brands embrace a 360-degree approach
As consumers become increasingly alienated from traditional marketing techniques, brands are finding that 360-degree, integrated campaigns are becoming more effective. Brands that find a way to become part of the consumer experience on a micro and macro level with storytelling-driven content will be more successful than those that continue to rely on old-fashioned messaging.
Tubefilter (2/9) 
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Coalition News
HHS memo: Possible exemptions for FDA under federal hiring freeze
According to a Department of Health and Human Services memo sent to division heads last week, the federal hiring freeze may not apply to all FDA positions, including those that "are deemed necessary to meet national security or public safety responsibilities." The memo states that positions that involve preparing for and responding to public health emergencies, such as pandemic influenza, Ebola and the Zika outbreak, are exempt, as are positions that ensure "public health safety through programs such as food, drug and medical device safety." Read more.
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Marketers must leverage integrations as an effective way to reach audiences and engage with them through authentic and nonintrusive experiences.
Erin Schmidt, senior director of client services at Branded Entertainment Network, on 360-degree integration campaigns. Read more from Tubefilter.
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