Finn aims for more pharma clients with Bashe appointment | Everyday Health revenue grows after expanding services | Calif. health care providers, payers launch Medicaid reimbursement campaign
May 19, 2015
SmartBrief for Health Care Marketers

Agency Update
Finn aims for more pharma clients with Bashe appointment
Gil Bashe, health practice director at Makovsky, will join Finn Partners in June, where he will harmonize Finn's health resources and expand its biopharmaceuticals business. Makovsky appointed Tom Jones and Alexandra Peterson to lead the health practice, with support from Lee Davies and Arielle Bernstein. Medical Marketing & Media (5/18)
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Everyday Health revenue grows after expanding services
Everyday Health's revenue from advertising and sponsorship grew 11% in the first three months of 2015, driven in part by an expansion of services including optimized television ad buys, CEO Ben Wolin told investors. Everyday Health recently purchased Cambridge BioMarketing, which specializes in orphan drug marketing, and physician-focused firm DoctorDirectory. Medical Marketing & Media (5/12)
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Calif. health care providers, payers launch Medicaid reimbursement campaign
Health care providers and payers in California launched a $10 million campaign encouraging lawmakers and the governor to fully fund Medi-Cal and align reimbursement rates with those of Medicare. The "We Care for California" campaign includes English- and Spanish-language television and radio spots, online calls to action, billboards and direct mail. Modern Healthcare (tiered subscription model) (5/11)
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Trends, Research & Stats
Report predicts strong growth for care coordination software market
A Frost & Sullivan report predicts the care coordination software market will have a 26.1% compound annual growth rate from 2015 to 2020. The trend will be led by the ambulatory practice segment with a 43.2% CAGR, followed by the hospital market subsector with a 33.2% CAGR and the payer segment with a 21.5% CAGR. Frost & Sullivan also projected that vendors whose solutions are capable of overseeing and identifying at-risk patients will experience the strongest growth. (5/14)
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Voices from the Inside
Hospital, health system execs prioritize value, quality
Strategic planning and relationship building are among hospital leaders' most important tasks, according to a panel of hospital and health system CEOs. Moving to a value-based reimbursement model, improving quality and addressing disparities in health care are also priorities, they said. (5/13)
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Interactive Ads & Technology
Bing will also favor mobile in search results
Bing says it will be tweaking its search results to favor mobile-friendly sites, much like Google, but is not revealing exactly when this will happen. Unlike Google, however, Bing says it will strive to maintain a balance between mobile aptitude and subject relevance. Search Engine Journal (5/14)
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Policy Pulse
FDA to study how generic drug shape, size, color affect adherence
The FDA is launching a study on how the shape, size and color of generic drugs affect patient adherence, focusing specifically on how adherence is affected when pharmacies switch generic drug suppliers. Regulatory Focus (5/14)
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Warner Chilcott holds settlement talks with government authorities
Actavis' Warner Chilcott business unit is holding settlement talks with the U.S. government over accusations from two of its former sales representatives alleging that the unit offered kickbacks to doctors and made improper product claims. Subpoenas were issued in 2012 by the U.S. Attorney for the District of Massachusetts to Warner Chilcott and some of its sales reps for information about sales and marketing practices, payments, education and employee training. Reuters (5/15)
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Researchers halt obesity drug study after sponsor releases interim data
Researchers at the Cleveland Clinic stopped a clinical trial of Orexigen Therapeutics' Contrave obesity drug after the company released interim results that the researchers say were misleading. The FDA has ordered Orexigen to conduct a new, large-scale trial to study the drug's cardiovascular effects. The New York Times (tiered subscription model) (5/12)
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Industry Insight
How IT marketers can get clinician face time
Health care IT marketers can improve their chances of gaining access to clinicians by understanding organizational structure and going through the proper decision-making committees, Andrew Martin found when he interviewed medical professionals in charge of making technology purchasing decisions. Marketers should also research the client organization's IT purchase history, address integration, be aware of other health care trends and use an educational approach. Pitches should be direct, jargon-free and respectful of clinicians' time, Martin writes. (5/14)
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Coalition News
House committee to vote on 21st Century Cures legislation this week
The House Energy and Commerce Committee has scheduled a markup of the 21st Century Cures legislation beginning today. This major medical legislation includes closely followed provisions on off-label communication and Sunshine Act reporting and could be up for a full House vote early this summer. Three provisions in the 21st Century Cures legislation are especially important to medical marketers: (1) exemption of reprints and reference texts from reporting under the Sunshine Act; (2) expanded authority for biopharmaceutical companies to provide economic information to payers; and (3) direction to the FDA to provide further guidance on off-label marketing to professionals. Read more.
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Closing the Deal
The conversation around innovation is transitioning more and more to a European system where approval and pricing are two parallel conversations. For medical communications, it's not just about positioning a product [anymore] but understanding we can work together to improve care."
-- Gil Bashe, health practice director for Makovsky, who will soon join Finn Partners. Read more from Medical Marketing & Media.
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