CVS Caremark rebrands, becomes CVS Health | Stand Up To Cancer completes 4th telecast in search of new cures | Hope is at the core of Memorial Sloan Kettering campaign
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September 9, 2014
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Agency Update
CVS Caremark rebrands, becomes CVS Health
In a continuing effort to position itself as a health care provider, CVS Caremark pharmacies has stopped selling tobacco products and the company has changed its name to CVS Health. Pharmacies are now offering smoking-cessation programs, and a social media campaign invites customers to share their experiences with smoking and tobacco use. MedCityNews.com (9/3)
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Stand Up To Cancer completes 4th telecast in search of new cures
Stand Up To Cancer's fourth biennial prime-time telecast, broadcast on Friday, combined science and celebrity entertainment to raise money for translational cancer research that can quickly bring new therapies to market. Advisory committee chairman Phillip Sharp, a Nobel-winning professor at the Massachusetts Institute of Technology, said Stand Up has led to significant changes in cancer research. "There's no question that there is a really exciting revolution of basic scientists' work being directly translated into treatment," he said. MedPage Today (free registration) (9/2)
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Hope is at the core of Memorial Sloan Kettering campaign
In its debut TV spot for Memorial Sloan Kettering, Pereira & O'Dell New York is using text and a gentle score to offer encouragement for those who have found out they have cancer. The "More science. Less fear" campaign also includes print, online, outdoor and radio ads that will tout treatment advances. "Our goal is to save more than your life," reads one ad. Adweek (9/2)
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Trends, Research & Stats
Advocates push to enroll rural residents in health plans
People who live in rural areas face challenges enrolling in health plans under the Affordable Care Act, including needing to travel long distances to get help and having spotty Internet coverage, researchers say. Rural enrollment is especially low in states that did not expand Medicaid eligibility and did not set up their own insurance marketplaces. HHS has allocated $60 million for insurance navigators in states using HealthCare.gov for 2015 enrollment, but it is not known how much will be spent on enrolling rural residents. Kaiser Health News (9/8)
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CMS predicts increase in drug spending through 2023
The CMS' actuary office expects that spending on prescription drugs in the U.S. will increase by 6.4% next year and by an average of 5.4% annually from 2016 to 2019. Spending on prescription drugs is expected to increase by about 6% per year thereafter through 2023. Expanded access to prescription drug coverage under the Affordable Care Act and increased use of specialty drugs will drive the trend, the CMS said. Medical Marketing & Media (9/4)
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Demand for wearable devices could push growth of remote patient monitoring market
A survey conducted by ABI Research projects that shipments of wearable devices will reach almost 100 million within the next five years, driving growth in the remote patient monitoring market. The company noted that the trend will be affected by several factors, including the demand for cloud-based platforms that are designed to collect data from multiple devices from different vendors and allow users to share the information with other parties, such as providers and payers, in a secure way. Healthcare Informatics online (9/5)
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Voices from the Inside
Physicians say EHR use helps improve outcomes
An ONC Data Brief showed 45% of responding physicians said EHRs prompted them about potential medical errors, while only 15% said EHR use actually led to a medical error. Researchers also found more than 50% of respondents agreed that EHRs helped boost direct team communication, while 39% said using the technology resulted in poorer communication during clinical visits. Healthcare Informatics online (9/5)
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Physician letter prompts women to get mammograms, study says
Women who were overdue for breast cancer screening were more likely to have a mammogram if they received a postcard reminder plus a personal letter from their primary care physician, according to study data from 5,385 participants in the Screening Mammography Program of British Columbia. Harold Burstein, M.D., of Harvard Medical School said that such letters are a "simple human touch" and that the study shows the power of personal communication. Medscape (free registration) (9/3)
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Interactive Ads & TechnologySponsored By
Elsevier, Tonic Health strike deal on patient engagement
Journal publisher Elsevier struck a deal with mobile health startup Tonic Health, diversifying Elsevier's patient engagement offering. Elsevier previously bought ExitCare, and the deal with Tonic could allow for integration of the firms' platforms, which include content such as animated questionnaires and online and printed patient-education materials. MedCityNews.com (9/3)
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Industry Insight
Study: Half of marketers can't show social media's impact
Social media spending makes up about 9% of total marketing spending and will reach 13% over the next year, according to a Duke University report. However, just 15% of marketers say they use quantitative methods to determine the impact of social on their business, while nearly half say they can't demonstrate a return from social media at all. The Wall Street Journal (tiered subscription model)/CMO Today blog (9/3)
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Coalition News
Majority of comments to CMS favor keeping CME exemption from Sunshine Act reporting
Most of the comments sent to the Centers for Medicare & Medicaid Services (CMS) by the Sept. 2 deadline called on the agency to either retain the continuing medical education (CME) exemption it recently proposed eliminating or revise its proposed reliance on the "indirect payment" provision under the Physician Payment Sunshine Act. The Coalition for Healthcare Communication presents excerpts of various comments -- organized by subject matter -- on its Web site. Read more.
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Closing the Deal
[We sought to] create a campaign that looked different than any other campaign had been done in this space. And part of that was to communicate a certain level of optimism, a certain level of ongoing progress that's happening every day."
-- Cory Berger, Pereira & O'Dell's New York managing director, on a new ad campaign for Memorial Sloan Kettering. Read more from Adweek.
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