Pfizer tackles FOGO -- the fear of getting old | Cohn & Wolfe, Joule form mobile-focused joint venture | Hospitals tout national magazine rankings
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July 22, 2014
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Agency Update
Pfizer tackles FOGO -- the fear of getting old
Pfizer is expanding its 2012 "Get old" campaign by talking about #FOGO -- the fear of getting old -- in outdoor and digital ads from Huge. "This is not about selling a product; it's about our philosophy, reintroducing ourselves," said Sally Susman, Pfizer's executive vice president of corporate affairs. The New York Times (tiered subscription model) (7/15)
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Cohn & Wolfe, Joule form mobile-focused joint venture
PR shop Cohn & Wolfe is partnering with WPP sibling Joule to create a mobile-focused venture called ME-24, which will house more than 100 international employees from both companies. The hope is that Joule's technical and production experience lends credibility to Cohn & Wolfe's mobile-strategy development, executives say. Advertising Age (free access for SmartBrief readers) (7/17)
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Hospitals tout national magazine rankings
U.S. News & World Report has published its ranking of the nation's top hospitals, and hospital leaders have released statements on their websites and to the press touting their rankings. Mayo Clinic ranked first among the nation's hospitals based on reputation, patient survival, patient safety, nurse staffing, patient services and other care-related factors. It was followed by Massachusetts General Hospital, Johns Hopkins, the Cleveland Clinic and UCLA Medical Center. MedPage Today (free registration) (7/18)
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Trends, Research & Stats
Industry slows cuts in CME funding
Commercial support for Accreditation Council for Continuing Medical Education-accredited continuing medical education was 1.9% lower last year than in 2012, comprising 26.9% of total funding. Total CME expenses rose 1.2% while income rose 3.2% from registration fees and government grants, among other sources. Medical Marketing & Media (7/16)
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Hearst debuts fitness video service
Hearst's Cosmopolitan magazine is introducing an online subscription service that will provide on-demand streams of workout videos, an effort Hearst describes as the "Netflix of fitness." CosmoBody will stream workout videos and lifestyle programs produced by Vimby studios, on-demand for $9.95 a month. The Wall Street Journal (tiered subscription model) (7/14)
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Voices from the Inside
Survey examines patient preference on health reminders
A survey by analytics firm FICO revealed that 41% of patients preferred phone calls as appointment reminders, 33% chose e-mails and 12% chose text messages. Researchers also found that 40% of respondents preferred using e-mails as reminders to schedule appointments and health checks, compared with 23% for phone calls and 13% for standard mail. Mobile health applications and social media did not prove to be popular when it comes to such functions, researchers added. (7/16)
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Poll shows varying physician perception on EHR use
Data from a Medscape survey showed 63% of responding physicians agreed that EHR adoption improves documentation, while 34% said the practice helps clinical operations and 32% said it boosts patient service. On the opposing side, 27% said EHRs worsen documentation, while 38% said EHRs had negative effects on patient service and 35% said they were detrimental to clinical operations. (7/17)
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Interactive Ads & Technology
Groups may turn to Twitter in fight against childhood obesity
A study in the American Journal of Public Health revealed 65.6% of individual Twitter users tweeted the hashtag #childhoodobesity compared with only 32.9% of health care organizations. The findings suggest that using social media platforms such as Twitter may help medical groups reach a broader audience and disseminate evidence-based information on childhood obesity. Healio (free registration)/Endocrine Today (7/12)
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Policy Pulse
Changes planned for sites to simplify ratings
The CMS plans to add a rating system using stars to its Home Health Compare, Dialysis Facility Compare and Hospital Compare websites to make it easier for consumers to understand the ratings. The additions will be made throughout the rest of this year and into 2015, CMS deputy administrator for innovation and quality and CMO Patrick Conway wrote in a blog post. The websites are all part of (7/15)
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Industry Insight
Look to theme parks for a show-stopping convention booth
Booths at medical conventions can stand out and be memorable if a few principles from theme parks are applied, write Cadient Group Senior Vice President Bob Holloway and Creative Director Tim Nelson. Put on a show, tell a story and use the booth as a storefront, they advise. Create an immersive experience with digital tools, and don't get stuck inside the dimensions of the exhibit space, they write. Medical Marketing & Media (7/18)
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Coalition News
FDA social media guidance documents raise important questions
The FDA's recent draft guidance documents covering social media issues may address some of the questions industry communicators have about using the Internet and social media outlets to promote their products, but they also leave many questions unanswered, according to Mark Senak, senior vice president and partner, FleishmanHillard, Washington, D.C., and author of the blog Eye on FDA, who presented a Webinar hosted by FleishmanHillard on July 17. Senak noted that although the FDA guidances shed some light on how industry can use these media and remain in compliance, they also "raise some important questions that communicators may have for their counsel." Read more.
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Closing the Deal
The idea is that rather than telling people what we think all the time, we want to listen. We want people to pull this to them, not have it pushed at them."
-- Sally Susman, Pfizer's executive vice president for corporate affairs, on the firm's Fear of Getting Old initiative. Read more from The New York Times.
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