Publicis Seattle, Aflac warn millennials of no-insurance embarrassment | TV ad spending for prescription drugs rises | Report predicts growth for global drug delivery technologies market
November 22, 2016
SmartBrief for Health Care Marketers
Agency Update
Publicis Seattle, Aflac warn millennials of no-insurance embarrassment
Aflac's latest push from Publicis Seattle offers a cautionary tale to millennials that experiencing an accident while uninsured could send them back to live with their parents. The spot features a skier who's broken his leg being told by a medic, "You're going to be out of work, and without that money from Aflac, you might miss your rent."
Adweek (11/21) 
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Trends, Research & Stats
TV ad spending for prescription drugs rises
A report by a Denver television station found that eight drugmakers spent a total of more than $1.86 billion on direct-to-consumer advertising in 2015. Pfizer's spending rose from $536 million in 2013 to almost $758 million, while Novo Nordisk, Eli Lilly and Co. and Sanofi's combined expenditures totaled more than $600 million last year, according to Kantar Media data.
KUSA-TV (Denver) (11/18) 
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Report predicts growth for global drug delivery technologies market
A GBI Research report predicts the worldwide market for drug delivery technologies will reach about $26 billion by 2020, up from $20 billion in 2015. Market growth will be driven by new business models, technological advancements, an emphasis on drug delivery improvement, the growing use of complex medicines and a higher incidence of chronic diseases.
Medical Design & Outsourcing (11/17) 
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Voices from the Inside
Survey: Physicians receptive but cautious in prescribing biosimilars
An InCrowd survey found 84% of surveyed physicians in such fields as dermatology, gastroenterology and oncology anticipate prescribing more biosimilars in the next three years. Nevertheless, "physicians are not rushing to issue a blank check for their substitution, and are keenly aware of their need to thoughtfully consider any such use," said InCrowd President Diane Hayes.
Drug Store News (11/17) 
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Interactive Ads & Technology
How digital marketing might evolve
Facebook has said that ad load, the measure of ads versus content, is not expected to continue driving revenue growth, suggesting display advertising might be reaching its peak. Facebook and Google are expected to dominate the field as smaller players make way, and a subscription model not unlike cable bundling might emerge.
Knowledge@Wharton (11/17) 
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Policy Pulse
Chicago requires licensing of sales reps to curb opioid scripts
Chicago has passed an ordinance requiring pharmaceutical sales reps to be licensed, undergo training and record their physician visits as part of the city's effort to combat the opioid epidemic.
STAT (11/17) 
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Industry Insight
Expert: Marketers must focus on results, cost-effectiveness of expensive drugs
Pharmaceutical companies need to stress outcomes and cost-effectiveness when marketing new, expensive specialty drugs with increased scrutiny of drug prices, says consultant John Corcoran. "The days of true, brute-force sales and marketing are pretty much gone from life sciences," he said.
FiercePharma (11/21) 
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Social is key to accessing the Hispanic demographic
Brands that want to engage successfully with the Hispanic community should research behavior on social media, said Silvana Massolo, director of digital and social media at Inspire Agency. As a demographic, Hispanics are much more optimistic and respond positively to light humor and short videos, she said in an interview.
eMarketer (11/18) 
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Coalition News
Medical marketing in a post-election climate is hot topic at Coalition's D.C. meeting
Health care marketers who were preparing to fight a post-election drug pricing battle with Hillary Clinton now find themselves having to switch gears and figure out which positions President-elect Donald Trump will take regarding the biopharma industry, according to speakers at the Coalition for Healthcare Communication's member meeting held last week in Washington, D.C. "I expected us to continue our focus on the drug pricing issue, but the one candidate who didn't say much about drug pricing will be the president of the United States," said Coalition Board Chair Sharon Callahan, CEO of TBWA/WorldHealth. "Maybe we can use this lack of noise to get our message [about value] out there -- take a lesson from Trump and sell our brand." Read more.
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Editor's Note
SmartBrief will not publish Nov. 25
In observance of the Thanksgiving holiday, SmartBrief for Health Care Marketers will not publish on Nov. 25. Publication will resume Nov. 29.
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Stop leaving money on the table and invest in the Hispanic consumer.
Silvana Massolo, director of digital and social media at Inspire Agency. Read more from
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