BodenPR starts education campaign for UnitedHealthcare | AstraZeneca shrinks sales force | Agencies get competitive with Post-it note window art
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May 24, 2016
SmartBrief for Health Care Marketers
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Agency Update
BodenPR starts education campaign for UnitedHealthcare
UnitedHealthcare has begun a campaign to educate Hispanic seniors and their caregivers with health care information. BodenPR has been assigned with running all of the events around the campaign, including local and national media.
PR Week (5/17) 
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AstraZeneca shrinks sales force
AstraZeneca is terminating contracts covering nearly 1,600 sales representatives and might also reduce its direct sales force as part of a budget-cutting initiative.
The News Journal (Wilmington, Del.) (tiered subscription model) (5/20) 
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Agencies get competitive with Post-it note window art
Agencies on Canal Street in New York have been competing in the #postitwar, decorating their office windows with art installations made from Post-it notes. Shops such as Horizon Media and Havas Worldwide have been upping the #postitwar ante with colorful creations such as Spider-Man and characters from "The Simpsons."
Adweek (5/16) 
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Intouch Is Going #ALLin To Connect With Patients
At Intouch, we believe digital technology can change health, if you truly understand patients and their health challenges. So we're going #ALLin! We're traveling the country this year, attending health-related events and talking to patients, whose stories will inspire innovation solutions to every day challenges. Learn more and go #ALLin with us!
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Trends, Research & Stats
Health systems form "green" group purchasing organization
Dartmouth-Hitchcock, Dignity Health, Gundersen Health System and Partners HealthCare are collaborating with groups Health Care Without Harm and Practice Greenhealth to launch an online marketplace for environmentally friendly products and services.
Modern Healthcare (tiered subscription model) (5/17) 
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Washington Post debuts speedier ads
The Washington Post's new "Fuse" ads aim to speed up the mobile experience by appearing immediately after being clicked -- without having to leave the host site or app. The publisher wants to improve the consumer experience to prevent ad blocking. "We want to teach users, you can click on this content. You can come right back," The Washington Post's Jarrod Dicker said.
The Wall Street Journal (tiered subscription model) (5/20) 
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Voices from the Inside
Are some patient consent forms overly broad?
Dr. Len Lichtenfeld, deputy chief medical officer at the American Cancer Society, writes about his experience as a patient reading a health information disclosure consent form. "Given the breadth of this release, I had to face the fact that I had zero confidence that my information, even though protected by HIPAA, would not end up at some time now or in the future being used in a way that I would not approve," he writes. "We have to make a lot of choices when it comes to our medical care. Choosing between a reasonable expectation of privacy and saving our lives shouldn't be one of those choices."
MedPage Today (free registration) (5/17) 
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Interactive Ads & Technology
TAG unveils anti-fraud certification program
The Trustworthy Accountability Group has released its "Certified Against Fraud" program that offers certifications to digital properties that commit to stringent anti-fraud specifications. A payment ID protocol feature is expected to roll out in coming months.
Advertising Age (free-article access for SmartBrief readers) (5/23),  MediaPost Communications (5/23),  Marketing Land (5/23) 
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Policy Pulse
N.H. launches investigation of opioid marketing practices
New Hampshire Attorney General Joe Foster received permission from a state panel to hire a law firm to investigate if drugmakers have engaged in deceptive marketing of opioid pain drugs. "The intent of this is to commence an investigation, not a lawsuit, to see whether they are mismarketing their products to say things like they are not addictive, because they are long acting," Foster said.
New Hampshire Public Radio (5/18) 
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Industry Insight
Print still works for point-of-care communications
Drugmakers continue to spend billions of dollars on print ads, brochures and educational materials because print is discreet, personal and convenient, writes Kate Merz, vice president of editorial and creative at PatientPoint. Print at the point of care gets "the right information to the right person at the right time," Merz writes.
DTC in Focus/DTC Perspectives (5/2016) 
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Opinion: Boost marketing with a more collaborative approach
Digital and social media have transformed marketing, and advertisers need to take a more collaborative approach to succeed, Rebekah Mackay Miller writes. Actively encourage user-generated content, make it possible for consumers to become brand ambassadors, collaborate with consumers on creative, and listen to feedback. "People who have time, energy and emotions invested in a brand are far more likely to choose that brand over another," Miller writes.
Fourth Source (U.K.) (5/23) 
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Coalition News
Congressman Jenkins encourages Coalition's rising leaders at conference
Rep. Evan Jenkins, R-W.Va., told attendees of the Coalition for Healthcare Communication Rising Leaders Conference that they "have the power and the ability to influence policymakers" and that the Coalition must continue its work to make sure that communication between industry and physicians and patients can occur "with as little inhibition as possible." In his keynote speech at the conference, Jenkins described those inhibitions as Sunshine Act disclosure for medical journals and textbooks, as well as limits on direct-to-consumer advertising. Read more.
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For collaborative marketing to work, brands need to have an open mindset. They need to know that they don't have all the answers, or even know all the questions.
Rebekah Mackay Miller of trnd, a collaborative marketing company. Read more from Fourth Source.
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