The Leukemia & Lymphoma Society spotlights courage of cancer survivors | "Famous Fingers" campaign uses humor to encourage prostate exams | Allergan, Ironwood relaunch
May 11, 2018
SmartBrief for Health Care Marketers
Agency Update
The Leukemia & Lymphoma Society spotlights courage of cancer survivors
The Leukemia & Lymphoma Society spotlights courage of cancer survivors
(Leukemia & Lymphoma Society/YouTube)
Oberland's "Tougher Than Cancer" campaign for the Leukemia & Lymphoma Society showcases cancer survivors harnessing the courage that helped them to overcome the illness to succeed with life goals. Spots end with the tagline "Beating Cancer Is In Our Blood," and the push is running across digital, social, radio and out-of-home.
The Drum (Scotland) (5/7) 
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"Famous Fingers" campaign uses humor to encourage prostate exams
In a spot encouraging men to get a prostate exam called "Famous Fingers Collection," Prostate Cancer Canada shows exam gloves designed to represent the fingers of famous men. "Any alternative to being examined by your doctor is quite absurd, which the campaign captures perfectly," says Prostate Cancer Canada's Peter Coleridge.
The Drum (Scotland) (5/8),  MediaPost Communications (5/8) 
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Allergan, Ironwood relaunch
Allergan and Ironwood Pharmaceuticals have relaunched, focusing the site on paths of symptoms to help empower patients. The site also will have artwork from the "Picture My IBS" contest that the American College of Gastroenterology and the drug companies ran in 2017.
FiercePharma (5/9) 
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Trends, Research & Stats
Interactive Ads & Technology
The mobile video ads that work for consumers, brands
The mobile video ads that work for consumers, brands
Sharethrough's Frank Maguire spoke at a recent Interactive Advertising Bureau event about the problem of advertisers still investing in pre-roll and interruptive ads despite almost all consumers skipping them. He emphasized the importance of giving viewers a choice and designing ads that complement the mobile experience, such as silent autoplay video within editorial feeds.
MarTech Today (5/8) 
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The Vitamin Shoppe hands Instagram accounts to staff
The Vitamin Shoppe is taking a local approach to Instagram advertising by opening 800 accounts -- one for each of its US stores. The brand is handing over control of accounts to store employees, empowering them to be influencers and also letting them host weekly Facebook Live events to connect with consumers on topics related to health and wellness.
Digiday (5/9) 
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Policy Pulse
Industry Insight
Dynamic creative is about to have its heyday
The holy grail of personalized dynamic creative that engages with consumers at exactly the right moment is about to become a reality due to the data sophistication and capabilities of big publishers, writes Joe Sabol. "[D]ynamic creative isn't just about to reach its tipping point. It's about to blow right past it," he writes.
Marketing Land (5/8) 
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Coalition News
White House drug pricing initiative due today
The White House is expected to release its drug pricing initiative today, which may include a number of incremental steps to address the issue and new policies and programs that affect generic drugs and biosimilar approvals at the FDA, changes to Medicare Part D rebates at the point of sale and demonstration projects that foster innovative contracting arrangements for new therapies at the Centers for Medicare & Medicaid Services, according to Kate Rawson, Senior Editor, Prevision Policy and The RPM Report. Rawson will speak May 23 on "Healthcare Policy in Washington, Now That the Dust Is Settling" at the third annual Rising Leaders Conference on Healthcare Policy in Washington, D.C., sponsored by the Coalition for Healthcare Communication. Read more.
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Our goal is to get men talking to each other and their doctors, and to turn an awkward conversation into the kind of conversation they have every day.
McCann Worldgroup Canada's David Leonard on the agency's "Famous Fingers Collection" campaign for Prostate Cancer Canada. Read more from The Drum.
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