BMS cancer awareness campaign features new celebs, social fundraising | MS campaigns send optimistic messages | Outmoded drug labels can hinder treatment options
July 14, 2017
SmartBrief for Health Care Marketers
Agency Update
BMS cancer awareness campaign features new celebs, social fundraising
In an effort to boost immuno-oncology awareness through its "Ready. Raise. Rise." campaign, which debuted in 2015 with actor Eric Stonestreet as its spokesman, Bristol-Myers Squibb has added Dallas Cowboys quarterback Dak Prescott and actress Tia Mowry to this year's celebrity roster. Also for this year's campaign, BMS will match $1 up to $150,000 total for every point that participants earn for chosen advocacy groups through social actions, including posting flags to honor people with cancer, giving groups earning over 5,000 points an opportunity to have Stonestreet attend an event.
FiercePharma (7/11) 
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MS campaigns send optimistic messages
Patient experience and advocacy are increasingly woven throughout pharmaceutical marketing campaigns amid increased public demand for disease awareness and education, writes Carling Communications' Chief Creative Officer Sherri Wilkins, who shares some recent contributions targeting the multiple sclerosis community. Ads that reflect this trend include pieces supporting Sanofi Genzyme's Aubagio, Biogen's Tecfidera, Novartis' Gilenya and others demonstrating that life need not be overshadowed by the disease.
Medical Marketing & Media (7/13) 
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Trends, Research & Stats
Voices from the Inside
Commentary: Health systems should prepare for precision medicine
Genetic testing has not been fully integrated into clinical care, but many observers say it is only a matter of time, and health systems should be taking steps now while being careful not to instill false hope in patients. Cross-functional, interdisciplinary teamwork will be a critical component of success, "in the form of the clinician partnering with the informatics experts, the information technology experts with the infrastructure team, and the oncologists partnering with the genetic counselor -- thus breaking down traditional silos," writes Philip Betbeze.
HealthLeaders Media (7/12) 
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Interactive Ads & Technology
Advertisers can now retarget YouTube viewers on Google search
Google now allows YouTube audience data to be used to retarget consumers on search. The new feature can be found in the Shared Library's Audience section.
Marketing Land (7/12) 
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Mobile, social to spur projected growth in local ad spend
Local advertising spend is expected to be down a bit this year but return to growth quickly, driven mainly by mobile, social and video, according to BIA/Kelsey. Through 2021, online ad spend is projected to grow at a compound annual rate of 11.9%, with mobile accounting for an 11% share, equal to newspapers.
MediaPost Communications (7/13) 
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Policy Pulse
Industry Insight
Report: Marketers need to up their content game
About two-thirds of marketers say their brand and agencies are not sufficiently effective when it comes to localization, creating engaging content, adapting to new channels and meeting budget restraints, the CMO Council and HH Global find. Donovan Neale-May of the CMO Council said "... marketing organizations will need to step up their game when it comes to brand content adaptation to address geographic, cultural, customer and other differences."
The Drum (Scotland) (7/12) 
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Coalition News
Angel commentary: Washington should focus more on helping patients, less on burdening industry
In a recent commentary posted on the Coalition for Healthcare Communication Website, CHC Education Foundation Executive Director Jack Angel said that Washington's focus on marketing costs is ill-placed and "is not the magic bullet to plug the many holes in the dike of the healthcare system." He noted that "targeting marketing is just another unnecessary activity that could be better utilized elsewhere for the benefit of patients." Angel asserts that taxpayer and industry resources are not wisely spent on tracking minimal cost items, such as scientific journal reprints, provided to health care professionals by heavily regulated companies. Read more.
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While MS can take a marked toll on patients and families, the message of optimism has never been more profound.
Sherri Wilkins, chief creative officer at Carling Communications, writing for Medical Marketing & Media.
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