Lions Health award winners address larger world problems | Talking fish, intimate words sway judges at Cannes | Campbell Ewald, Ogilvy to handle marketing, PR for Calif. insurance exchange
June 23, 2015
SmartBrief for Health Care Marketers

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Lions Health award winners address larger world problems
DigitasLBi New York won the top Lions Health award in the pharma category at Cannes for an AstraZeneca campaign, and Leo Burnett Mexico won the top prize in the health category for an Always campaign. Both ads had a social responsibility theme, possibly inspired by winners of the inaugural Lions Health awards last year. The winning ads also promoted products effectively, said Rob Rogers, pharma jury president. Advertising Age (free access for SmartBrief readers) (6/21)
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Campbell Ewald, Ogilvy to handle marketing, PR for Calif. insurance exchange
Covered California awarded a $50 million-per-year, three-year marketing account to Campbell Ewald, and Ogilvy Public Relations retains its $2 million-per-year communications account. PR Week (6/17)
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RX Pro rebrands to Aspire RX Pharmacy
Compounding pharmacy RX Pro is rebranding nationally as Aspire RX after a corporate restructuring at parent company Aspire Health. The pharmacy formulates drugs for pain, inflammation, migraines, warts and other conditions. American Pharmacy News (6/17)
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Trends, Research & Stats
Illegal drug market thrives in China
Drugs banned in the U.S. and elsewhere are readily available in China through unpoliced online marketplaces. Alpha-PVP, mephedrone, methamphetamines, the banned hallucinogen "spice," and other synthetic drugs and ingredients are readily available for domestic or international shipping. Drugs are often shipped concealed in consumer products to countries where they are banned. The New York Times (tiered subscription model) (6/21)
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Businesses develop holistic approach to wellness
Employers are changing the emphasis of employee wellness programs, focusing less on health risk scores and more on creating a healthy culture that also addresses emotional well-being, stress and job satisfaction. WeddingWire gives employees $250 to spend on anything that increases their knowledge or improves physical fitness, while the Nuclear Energy Institute increased its in-office commitment to employee health by offering on-site exercise, diet and nutrition classes. The Washington Post (tiered subscription model) (6/19)
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Voices from the Inside
Young adults might need extra help deciphering insurance terms
A University of Pennsylvania study involving about 30 college-educated adults ages 19 through 30 found low levels of knowledge about common health insurance terminology. Half could not explain what a deductible is, 75% could not explain co-insurance, and most did not know how much a health plan costs nor that they might be eligible for subsidies. An advocacy group called Young Invincibles is testing ideas to get young adults more interested in health insurance, such as sponsoring concerts, conducting Twitter chats and developing a smartphone application to assist with enrollment. National Public Radio (6/16)
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Patients want more price comparison data, survey finds
A Public Agenda survey of 2,010 U.S. adults found that 56% had sought information on health care pricing. Among those who hadn't, more than half expressed an interest in doing so. "Overall, these findings signal many people are considering price when they choose providers and may be receptive to efforts that enable them to do so more effectively," said Public Agenda President Will Friedman. The survey was supported by the Robert Wood Johnson Foundation. Healthcare Informatics online (6/18)
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Interactive Ads & Technology
Report shows increase in households with connected health tools
A Parks Associates report showed connected health devices are found in 29% of U.S. households with broadband, up from 27% in 2014, and Web-based health tools are used by more than half of broadband households to view personal health information, ask for prescription refills and contact their physicians. Health Data Management (6/19)
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Policy Pulse
Senator asks retailers about Alzheimer's supplements
U.S. Sen. Claire McCaskill, D-Mo., sent a letter to retailers and other companies seeking information on their efforts to prevent the sale of fraudulent and possibly dangerous supplements that claim to protect against Alzheimer's disease, dementia and other cognitive concerns. McCaskill also asked the FDA to report on enforcement actions over the past five years related to illegal supplement claims. The New York Times (tiered subscription model)/Well Blog (6/19)
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Industry Insight
Branded health campaigns in schools could counter junk-food marketing
Branded health and wellness campaigns on school campuses would reach adults who make decisions as well as children who form brand loyalty at a young age, writes David Maricich, president of Maricich Healthcare Communications. Health care systems that advertise on school campuses gain market exposure while educating children on proper nutrition and healthy behaviors, Maricich writes. Tenet Healthcare unit MedPost Urgent Care and East Tennessee Children's Hospital are among the systems that have gained a presence in schools. Medical Marketing & Media (6/22)
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Coalition News
OPDP enforcement is slow in first six months of 2015
Between January and June of 2015, the Office of Prescription Drug Promotion sent just six Untitled Letters to industry for alleged promotional violations, citing such promotional media as a video segment, Web pages, a pharmacology aid, and a booth graphic. The slow pace of enforcement letters mirrors the pace set last year and OPDP cites firms for many of the common problems it has in the past, such as minimization of risk, omission of material facts, misleading claims and presentations, and unsubstantiated superiority claims. Read more.
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Closing the Deal
Perhaps kids across America will finally learn that sugary cereals are not really part of a 'balanced breakfast' and their school-lunch pizza is not a vegetable."
-- David Maricich, president of Maricich Healthcare Communications, discussing opportunities for health systems to reach children. Read more from Medical Marketing & Media.
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