Myrbetriq campaign features actress Lea Thompson, "DWTS" | Deion Sanders pitches Botox to men in new Allergan campaign | AstraZeneca, BMS report research findings at ESMO event
September 12, 2017
SmartBrief for Health Care Marketers
Agency Update
Myrbetriq campaign features actress Lea Thompson, "DWTS"
"Dancing with the Stars" and actress Lea Thompson are featured in Astellas' new ad campaign for its overactive-bladder drug Myrbetriq. The campaign includes 15-second and 30-second ads about a chance to win a trip to Los Angeles to attend a taping of the show, and although Myrbetriq isn't mentioned, the name appears in the lower-right corner of the ad.
FiercePharma (9/11) 
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Deion Sanders pitches Botox to men in new Allergan campaign
In an effort to promote the use of its Botox product among men, Allergan tapped former NFL star Deion Sanders to be the brand ambassador for its new video campaign. One spot features Sanders talking about how he turned to Botox to address crow's feet around his eyes upon turning 50, and the other shows him suggesting the product to two men, one of whom has noticed the lines around his own eyes after taking a selfie.
Medical Marketing & Media (9/11) 
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AstraZeneca, BMS report research findings at ESMO event
AstraZeneca and Bristol Myers-Squibb were among those presenting research to nearly 23,000 attendees at this year's European Society of Medical Oncology's event in Madrid. AstraZeneca reported that its PD-L1 drug Imfinzi could delay lung cancer progression for 11 months, and BMS said its Opdivo and Yervoy combination was 37% more effective in prolonging life in first-line kidney cancer patients than Pfizer's Sutent, among other findings.
FiercePharma (9/11) 
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Trends, Research & Stats
Voices from the Inside
Study: Online ratings fail to correlate with quality measures
Researchers found no correlation in a comparison of 78 specialist reviews on five online ratings sites with a group of internal quality measures, according to a study in the Journal of the American Medical Informatics Association. Co-author Dr. Brennan Spiegel, a gastroenterologist at Cedars-Sinai Medical Center in Los Angeles, where the research was conducted, said the study does not mean there is no value to online ratings, but suggests patients should not confuse the ratings with actual technical skill.
Bloomberg (9/8) 
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Interactive Ads & Technology
How digital is helping TV advertising evolve
Advertisers can now target TV audiences by leveraging programmatic trading technology and first- and third-party data, which means the ability "to buy TV spots in concert with digital is finally becoming a possibility," writes Ginny Marvin. "We think the real opportunity is taking digital audiences and activating them on OTT," said Tore Tellefsen of dataxu.
MarTech Today (9/8) 
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Twitter makes Teams mobile
Twitter makes Teams mobile
(Getty Images)
Twitter is expanding the reach of its accounts-sharing tool, Teams, to its mobile apps, which will enable multiple users of a single account to manage their social activity on the go. Users will still need to use the desktop TweetDeck version to manage their Team members, the company said.
Marketing Land (9/8) 
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Policy Pulse
Industry Insight
How your brand can achieve fame and glory
Every brand needs a fame point to instantly connect with consumers, and that comes from building credibility in meeting or solving a cultural need or consumer pain point, writes Impero's Dan Deeks-Osburn. "Glory comes from glorious, engaging, brilliant executions that authentically remind your consumers why your fame point isn't just talk -- it's your authentic and honest reason to exist," he writes.
The Drum (Scotland) (9/7) 
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Coalition News
OPDP enforcement letter follows pattern in citing omission of risks, material facts
The FDA's Office of Prescription Drug Promotion's (OPDP) recent Warning Letter to Cipher Pharmaceuticals followed a clear enforcement pattern: citing the company because a detail sales aid for the opioid painkiller it licenses to Vertical Pharmaceuticals "fails to communicate any risk information about the product," and fails to provide material information regarding the product's full FDA-approved indication, including important limitations of use. "This is a clear violation of rules," said Coalition for Healthcare Communication Executive Director John Kamp. "And, it relates to opioids, a clear focus of all health policymakers, including Commissioner Gottlieb." Read more.
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Longevity and repetition are two of the hardest to use tools in a marketer's toolbox, but also the most effective.
Dan Deeks-Osburn, strategy director at Impero. Read more from The Drum.
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