MDC Advertising announces relaunch with a programmatic focus | Publicis aligns Rosetta, Razorfish health care units | Gene-therapy makers consider alternative payment model
February 24, 2015
SmartBrief for Health Care Marketers

Agency Update
MDC Advertising announces relaunch with a programmatic focus
MDC Advertising has relaunched itself under the name "MDC: The Programmatic Healthcare Agency." The New York-based agency will use a demand-side platform from MediaMath. "I've been in health care advertising for more than 40 years, and nothing has been as exciting as the work we are doing today through the use of programmatic media strategies," said Eric Malter, the agency's founding partner and CEO. MediaPost Communications/Research Brief/Real-Time Daily (2/18)
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Publicis aligns Rosetta, Razorfish health care units
Publicis Healthcare Communications Group will merge the health care-focused engagement, creative and media units of Rosetta into Razorfish Healthware, creating a new agency called Razorfish Health. Shannon Hartley will lead U.S. operations as managing director. Medical Marketing & Media (2/20)
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Trends, Research & Stats
Gene-therapy makers consider alternative payment model
Some makers of gene therapy drugs are considering amortized reimbursement plans that are contingent upon the demonstration of effectiveness. Therapies that fix a faulty gene responsible for inherited diseases are expected to be extremely expensive, though they could save money over time. Reuters (2/19)
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Some cable nets run extra ads by speeding up programming
TBS and TNT are among cable networks that reportedly have used compression technology to speed up programming to allow more ads to run, and the practice has gotten more common recently amid declining ratings. Some marketers and ad buyers question whether the increase in ads and changes to content will end up alienating audiences. The Wall Street Journal (tiered subscription model) (2/18)
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Voices from the Inside
How to engage patients in the fight against obesity
Some health care professionals' biases regarding obesity and offices that poorly accommodate obese patients can discourage or delay patients from seeking needed care, research published in The Lancet found. Clinicians can engage patients through motivational interviewing and suggesting small but effective changes patients can make, said William Dietz, director of the Sumner M. Redstone Global Center for Prevention and Wellness at George Washington University. Appropriate furniture and privately located scales in medical offices can also make obese patients feel more welcome, Dietz said. HealthLeaders Media (2/20)
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What do patients care most about when choosing a doctor?
Patients rated their reasons for choosing a doctor in a recent Vitals report. Whether a provider was in-network was the most important consideration, followed by location, bedside manner, education and credentials, and office hours and availability. The survey also found patients tended not to ask doctors about the cost of tests such as imaging but did want to discuss the cost of prescriptions. News (2/20)
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Interactive Ads & Technology
Survey: CMOs expect growth in analytics, mobile ad spending
Brand spending on marketing analytics will double as a percentage of the total marketing budget by 2018, according to a Duke University survey of chief marketing officers. Mobile ad spending is set to grow from 3.2% of budgets to 9% in the same time-frame, while marketing budgets are set to increase by 8.7% over the next year, the research showed. Adweek (2/18)
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Policy Pulse
Many physicians haven't reviewed Open Payments data
Seventy-two percent of doctors surveyed by MedPanel said they are aware of the Open Payments database listing financial ties between doctors and drug and device makers, but only 46% had visited the website, and about 50% of that group visited to verify that information about them was correct. Seventy-six percent of the respondents said they did not change participation in industry activities since reporting began, but 21% said their participation had decreased. The Wall Street Journal (tiered subscription model)/Pharmalot blog (2/20)
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Jarow appointed acting director of FDA's Office of Medical Policy
Dr. Janet Woodcock, director of the FDA's Center for Drug Evaluation and Research, appointed Jonathan Jarow to serve as acting director of the Office of Medical Policy, which handles the development of the FDA's drug policies. Jarow has been with the agency since 2010, and he recently served as the associate director of the Office of Hematology and Oncology Products. Denise Hinton, the former acting leader of the OMP, will continue to work in the OMP as deputy director. Regulatory Focus (2/18)
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Industry Insight
Quality, cost of ad-targeting data are questioned by marketers
Marketers are raising questions about the accuracy and cost of third-party ad targeting data, and a recent study by Mediasmith revealed that some vendors are hawking "useless" information. "If you're doubling your costs by adding in data, the performance has to be at least twice as good," said Paul Rostkowski, president of Varick Media Management. "Often the cost of the data won't justify itself." The Wall Street Journal (tiered subscription model)/CMO Today blog (2/23)
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Coalition News
FDA 2016 budget provides more funding through increased user fees
The good news is that President Obama's proposed budget for fiscal year 2016 includes a 9% boost to the FDA's budget -- to roughly $4.9 billion. But the bad news is that funding largely comes from industry user fees, according to Coalition for Healthcare Communication Executive Director John Kamp. "It's important for all Americans that the FDA have consistent and increased dollars to fund its work in these increasingly complicated times," Kamp said. However, "In these days of heightened scrutiny of perceived conflict of interest, it's high time the FDA be better funded out of taxpayer dollars," he noted. Read more.
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Featured Press Releases
Closing the Deal
It's clear that using marketing analytics remains a distinct challenge for companies -- beyond the production of these sophisticated data."
-- Duke University professor Christine Moorman, on results of a survey of chief marketing officers about marketing budgets. Read more from Adweek.
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