BBDO sets ambitious goal to double number of women in creative leadership | FDA campaign aims to discourage rural youths from chewing tobacco | Johnson versus JWT case video is now public
April 26, 2016
SmartBrief for Health Care Marketers
Agency Update
BBDO sets ambitious goal to double number of women in creative leadership
Omnicom CEO John Wren has pledged to double the number of female creative leaders at BBDO in the next year. "Quite frankly, we need to look more like the businesses, people and consumers we do business with. Omnicom's commitment to diversity starts from the top," he said.
The Wall Street Journal (tiered subscription model) (4/19),  Adweek (4/19) 
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FDA campaign aims to discourage rural youths from chewing tobacco
The FDA has launched a $36 million ad campaign to educate rural youths about the health risks from chewing tobacco, snuff and other smokeless tobacco products. Smokeless tobacco use is more than twice as likely in rural areas as urban areas, and nearly 629,000 rural white males, ages 12 to 17, nationwide have tried or are at risk of trying smokeless tobacco, said FDA Center for Tobacco Products Director Mitch Zeller.
HealthDay News (4/19) 
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Johnson versus JWT case video is now public
The video central to the case brought by Erin Johnson against J. Walter Thompson, WPP and former JWT Chairman and CEO Gustavo Martinez has been made public. The video displays what Johnson's team alleges is Martinez making racial remarks and jokes about rape.
Advertising Age (free-article access for SmartBrief readers) (4/21) 
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Zika-related health communications stepped up for pregnant women
Zika virus prevention efforts
Zika virus prevention efforts (Joe Raedle/Getty Images)
As the Centers for Disease Control and Prevention continues its research on the Zika virus, another warning has been issued for pregnant women who plan on traveling, Alison Kanski reports. The CDC is continuing its search for a vaccine, and many states are implementing education programs to better inform the public. "We understand that communication is a major part of protecting people, and that rings true for Zika," said Carrie Williams, director of media relations at the Texas Department of State Health Services.
PR Week (4/22) 
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Insights on Measuring Marketing Communications ROI
Of the many challenges facing healthcare marketers in 2016, measuring the impact of your communications efforts is likely one of them. Fortunately, a study was conducted to shed light on the correlation between marketing and patient behavior, particularly in a patient's decision to choose a healthcare provider. Download the free trend report here.
Trends, Research & Stats
ACA exchange plans make cancer, HIV drugs more accessible
Fewer marketplace health insurance plans this year placed all specialty drugs for cancer, HIV and multiple sclerosis in the formulary tier with the highest patient costs or charged patients more than 40% coinsurance for all drugs in the class.
Kaiser Health News (4/22) 
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Voices from the Inside
Should prescription drugs come with a scorecard?
Prescription drug ads typically do not include data that allow patients to assess efficacy, safety or value compared with competing products, writes Richard Friedman, director of the psychopharmacology clinic at the Weill Cornell Medical College. He suggests developing scorecards for drugs that reveal clinical trial results, the number needed to treat for one patient to benefit and how the drug performs compared with other drugs in its class.
The New York Times (free-article access for SmartBrief readers) (4/23) 
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Interactive Ads & Technology
It's time to prepare for the AI onslaught
Artificial intelligence is transforming marketing, and marketers should explore engaging with consumers via chat apps and chat bots that speak for your brand. AI will also open up data and insights for marketers.
Advertising Age (free-article access for SmartBrief readers) (4/21) 
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What Facebook's Nielsen partnership means for brands
(Justin Sullivan/Getty Images)
Marketers extending their TV campaigns with target rating point video buys on Facebook and Instagram now have additional capabilities similar to broadcast advertising thanks to Facebook's partnership with Nielsen. The changes will enable marketers to target particular local TV market areas and serve ads during certain times of the day, offering more options for mobile advertising.
Advertising Age (free-article access for SmartBrief readers) (4/20),  Adweek (4/20) 
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Policy Pulse
HHS clarifies rules for filming patients after hospital misstep
NewYork-Presbyterian Hospital will pay $2.2 million to settle federal allegations that the hospital violated two patients' privacy rights when it allowed television crews to film them without their permission. Health care providers are not allowed to invite film crews into treatment areas without first obtaining permission from all patients who are present, according to the HHS Office for Civil Rights.
The New York Times (free-article access for SmartBrief readers)/ProPublica (4/23) 
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Industry Insight
How to build a medical referral network
Other physicians and health care providers are a physician's best sources of new business, and creating a strong referral network "is a process, not an event," says health care marketer Daniel Weinbach. Other industry experts' tips include making use of technology such as electronic referrals, communicating frequently with referring providers and patients, making contact with physicians who are new to the area and advertising locally. (4/25) 
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Coalition News
FDA's Califf says advertising, labeling will be addressed by agency
In an April 19 speech to the Alliance for a Stronger FDA, new Commissioner of Food and Drugs Dr. Robert M. Califf said that among the agency's priorities are determining when advertising is false and misleading and addressing labeling issues, including off-label concerns. Califf noted that FDA's current off-label policies were developed decades ago when physicians had far fewer sources of information and gathered and processed information differently. "It's reassuring to hear Dr. Califf's informal remarks suggesting that it's time to modernize the FDA's off-label policies," said Coalition for Healthcare Communication Executive Director John Kamp. "Let's all hope that the internal logjam obstructing the movement forward has broken." Read more.
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[W]hen marketers think about the unique characteristics of mobile behavior, they are able to more effectively connect with their audience.
Matt Idema, VP of monetization product marketing at Facebook, on designing effective video ads. Read more from Ad Age.
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