Marketers, content creators take center stage at SXSW | AMA, CDC joint initiative aims to curb diabetes | Possible sought authenticity with bionic arm ad for Microsoft
March 17, 2015
SmartBrief for Health Care Marketers

Agency Update
Marketers, content creators take center stage at SXSW
Big brands and Web video content are well represented at the South by Southwest Interactive conference that takes place in Austin, Texas, through Tuesday. The art of brand storytelling and delivering content with humor are among the topics being discussed at the event. The Wall Street Journal (tiered subscription model)/CMO Today blog (3/16)
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AMA, CDC joint initiative aims to curb diabetes
The CDC has joined the American Medical Association to launch a nationwide program aimed to lower rates of type 2 diabetes in the U.S. Almost 90% of over 86 million Americans with prediabetes are not aware they have the condition, the agency said. The Prevent Diabetes STAT program emphasizes the need for doctors to conduct prediabetes screening and refer patients with borderline diabetes to prevention programs. HealthDay News (3/12)
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Possible sought authenticity with bionic arm ad for Microsoft
An ad from Possible featuring Robert Downey Jr. delivering a bionic arm to a young boy was a high-energy, one-take project that's received close to 25 million views on Downey's Facebook page. The ad was for Microsoft's The Collective Project. "We wanted to make it as low-budget as possible to focus on the spirit of the interaction ... rather than just throwing money behind it," said Danielle Trivisonno Hawley, Possible's chief creative officer of the Americas. Adweek/AgencySpy blog (3/13), Adweek/AgencySpy blog (3/13)
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Trends, Research & Stats
Strong growth predicted for EHR market by 2020
A Transparency Market Research report predicts the global market for EHR systems will hit $23.98 billion in 2020, driven in part by federal incentives and the implementation of EHR platforms at smaller hospitals. Lack of skilled health IT staff members and high adoption costs were cited as key barriers to market growth. The report noted that the EHR markets of Mexico, South Africa, Brazil, India and China will grow, but North America will still lead the market. (3/12)
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Hospitals under the gun to improve patient satisfaction
The CMS will begin using a five-star rating system for patient satisfaction next month that it hopes will be easier for consumers to understand, although the industry contends the system is too simplistic. With the ratings affecting their Medicare payments, many hospitals have made changes to improve patient satisfaction, but others struggle with persistently low marks. National Public Radio/Shots blog/Kaiser Health News (3/10)
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Voices from the Inside
Survey: Data insecurity prevents patients from telling all to providers
In a 243-person Software Advice survey, 45% of respondents said they were concerned about personal health data being compromised in data breaches, and 21% had withheld information from providers due to those concerns. More than half said a data breach would prompt them to change providers. (3/11)
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Study looks at docs who say no to EHRs
A survey released by the American Academy of Family Physicians showed physicians who do not use EHRs are generally older and tend to work in one- or two-physician independent practices. Of more than 3,000 physicians surveyed, about 9% said they had no plans to begin using EHRs. (3/13)
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Interactive Ads & Technology
Publicis strengthens commerce capabilities with acquisition
Publicis Groupe has announced its acquisition of Expicient, a Massachusetts-based commerce agency. Expicient will be housed under the Rosetta agency in the Publicis.Sapient network. "Communications and commerce aren't separate ideas. The ability to optimize commerce infrastructure fits into how you think about mobile pay, in-aisle shopping and [the] mobile experience that compliments that," said Alan Herrick, CEO of Publicis.Sapient. Advertising Age (free access for SmartBrief readers) (3/12)
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Policy Pulse
GSK makes unsupported claims in Flonase ads, J&J claims in lawsuit
Johnson & Johnson filed a lawsuit alleging that GlaxoSmithKline makes unsupported claims in television ads for its Flonase nasal spray. The ads claim that Flonase works better than the top-selling allergy pill, which is not named in the ad, but studies do not support the claim, J&J says. Reuters (3/12)
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Industry Insight
Biosimilars might be a tough sell at first, experts say
The FDA has approved the nation's first biosimilar drug and is considering applications for four others. Uptake of biosimilars, which are similar to but not exact copies of the reference biologic drugs, depends on instilling trust in patients and health care providers, experts say. One pharmacy benefits manager plans to launch an educational campaign about the science of biosimilars, and Jacques Mulder of consultancy group EY said biologics makers should emphasize their companies' records of quality. Medical Marketing & Media (3/12)
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Coalition News
OPDP enforcement lull not necessarily a trend
The FDA's Office of Prescription Drug Promotion (OPDP) has issued only three enforcement letters so far this calendar year, but this does not mean that the agency is less focused on ensuring that industry promotional activities are compliant with its regulations and policies. What this statistic may suggest is that industry has become slightly better at compliance and that OPDP's energies are also being directed to other tasks, according to industry experts Wayne Pines, APCO Worldwide, and Dale Cooke, PhillyCooke Consulting. Read more.
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Closing the Deal
[T]he creative masterminds behind this project knew that the power of the campaign was not about being a polished ad; it was the authenticity of the interaction between parties."
-- Danielle Trivisonno Hawley, chief creative officer of the Americas for agency Possible, on the Microsoft ad featuring Robert Downey Jr. Read more from Adweek's Agency Spy blog.
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