Novartis will invest another $200 million in marketing heart-failure drug Entresto after new clinical guidelines endorsed the product, CEO Joe Jimenez said. Annual sales have been below expectations in the US.
Takeda Pharmaceuticals collaborated with Marvel Custom Solutions and seven patients with inflammatory bowel disease to create a superhero character named Samarium. The character is being featured in a global awareness campaign called IBD Unmasked that Takeda developed with the Crohn's & Colitis Foundation of America and two specialists.
Cigna's new push from OMD and WhoSay stars former football player Tony Gonzalez, actor Minnie Driver and dancer Derek Hough highlighting healthy lifestyles and the importance of getting regular medical checkups. The push has garnered over 10 million views, with engagement rates of over 30%.
Nine more creative shops joined the Pledge Parental Leave campaign, bringing to 20 the number of agencies participating in the effort to give employees more parental leave. Co:Collective, Wolff Olins, frog and 72andSunny are among the shops promising to grant primary caregivers three months of paid leave, three months of medical insurance and half a year of job security, and to post policies online.
Almost a third of all consumers online will be using an ad blocker by 2017, eMarketer says, and brands are going native in an attempt to stop the trend. Entertainment is expected to become a more important form of advertising as brands seek to increase brand lift and engagement.
Google has updated DoubleClick Bid Manager to enable advertisers to programmatically purchase native ads. The platform will automatically fit content uploaded by advertisers into the right format and context for where the native ad is programmed to display.
The Justice Department filed a lawsuit challenging Anthem's proposed acquisition of Cigna and Aetna's proposed purchase of Humana, alleging that the consolidations would threaten competition and harm consumers and health care providers.
A jury acquitted Acclarent's former CEO and vice president of sales of felony charges but convicted them on 10 misdemeanor charges of distributing a medical device for unapproved uses. The men face up to one year in prison per count, supervised release and a $100,000 fine.
LinkedIn is the world's largest online network for professionals, and membership is growing, writes Manish Kumar Chauhan, digital marketing manager at myPracticeReputation. Chauhan describes how health care professionals can use the platform to connect with patients and peers.
A bill sponsored by Sen. John Barrasso, M.D. (R-Wyo.), that would exempt peer-reviewed journals, journal reprints, journal supplements, medical conference reports and medical textbooks from being reported as transfers of value under the Sunshine Act has the support of more than 100 medical associations. This support from specialty groups and medical societies "sends a clear sign to Senators and other policy makers of the importance of medical journals and CME to patients," said Coalition for Healthcare Communication Executive Director John Kamp. Read more.
With the user shift to mobile, users have higher expectations for a great user experience.
Dan Taylor, managing director of global display and programmatic at Google. Read more from Advertising Age.