Blonde Digital's Phil Adams refutes JWT25's premise that content marketing belongs in the hands of 25-year-olds, saying the company's "gimmicky age restriction is effectively hardwiring a handicap into the agency's business model." Agencies need older talent, because they understand empathy and cultural implications and can weed out good from bad ideas, Adams writes.
An online analysis by Treato found that patients seldom expressed gratitude about receiving copay coupons from drugmakers, with many now feeling entitled to discounts on expensive new drugs or thinking physicians or pharmacies deserved their appreciation. A different marketing approach that highlights the effort involved in developing new drugs could be helpful, said Treato's Pamela Batzel.
Google enabled advertisers to improve the mobile experience with longer text ads last month, including an 80-character descriptor and up to 60-character headlines. Andy Taylor takes a look at the performance of the new ad format compared to standard text ads, noting a higher click-thru rate for the former.
One year after Louisiana launched a statewide direct-to-consumer patient engagement campaign and an emergency department data registry, health IT use among at-risk patients has risen 23% and non-emergent emergency department use has declined 10.2% in a Medicaid managed care organization participating in a pilot project. Louisiana will expand the model to all Medicaid MCO plans and will allow commercial health plans and self-funded employers to join.
Live streaming made up between 225,000 and 500,000 of NBC's audience each evening for Rio coverage and accounted for around 10% of its prime-time ad revenue. Official sponsors upped their digital ad game for this summer's Olympics, with Citigroup investing 25% more on digital spots than it did for the London Games.
An FDA proposal could increase product liability lawsuits against makers of generic drugs, writes American Enterprise Institute fellow and former FDA Deputy Commissioner Scott Gottlieb. Additional annual health care costs could reach $8.6 billion by 2024, according to Alex Brill of the American Enterprise Institute.
Instagram Stories may be good a way for drugmakers to engage with the community, according to Andrew Grojean of Intouch Solutions. Brad Einarsen at Klick Health says content should be geared to the platform's younger audience and can include health care provider interviews, patient stories and other video and images that would resonate with viewers.
Marketers should combine social media and dynamic advertising to gain the largest reach, Jeffrey Finch writes. Social ads let advertisers engage with consumers at the top of the funnel, while dynamic display reaches those at the bottom.
Increased prescription drug use has resulted from expanded healthcare coverage under the Affordable Care Act (ACA), which also has lowered out-of-pocket spending, according to a recent RAND Corporation study described in a Health Affairs article. "These results demonstrate that decreasing financial barriers to care under the ACA has increased treatment rates while reducing out-of-pocket spending, particularly for people with chronic conditions," the article states. "This study points to the value of medicines in the delivery of efficient and effective healthcare in America," said Coalition for Healthcare Communication Executive Director John Kamp. Read more.
Understanding how your consumer is surfing the web is crucial to delivering the right message at the right time.
Jeffrey Finch of digital marketing firm Choozle on using dynamic and social media advertising. Read more from Adweek.