Most Clicked SmartBrief for Health Care Marketers Stories


1. New spot for Pfizer's "Get Old" campaign debuts

SmartBrief for Health Care Marketers | Jun 16, 2015

Huge's new spot for Pfizer's "Get Old" campaign is titled "Commencement Day" and uses a summer graduation scene to challenge traditional concepts of aging. A recent poll found that as people age, they become more open to new experiences and beginnings. Adweek (06/04)


2. Lions Health award winners address larger world problems

SmartBrief for Health Care Marketers | Jun 23, 2015

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) (06/21)


3. Hospitals, health systems focus on managing online reputations

SmartBrief for Health Care Marketers | Jun 09, 2015

Hospitals and health care systems are tracking and managing their reputations on social media sites such as Yelp, Healthgrades, ZocDoc, Google Plus, Facebook and Twitter as consumers shop more for quality, affordable care. Because patients assume physicians will treat their disease or condition, they tend to focus reviews on issues such as wait times, staff friendliness, doctors' bedside manner and the convenience of their visit, says health care firm adviser Lisa Suennen. The Washington Post (tiered subscription model) (06/03)


4. Parody infomercial touts smoking as a simple way to look old

SmartBrief for Health Care Marketers | Jun 02, 2015

Creative directors Dean Hacohen and Hank Kosinski developed and donated an anti-smoking infomercial to advocacy group Action on Smoking and Health ahead of World No Tobacco Day. The ad parodies infomercials and aims to portray smoking as unglamorous and uncool. Drug Store News (05/28)


5. Agencies face growing competition for young creatives

SmartBrief for Health Care Marketers | Jun 02, 2015

Designers, copywriters, creative directors and other creatives are pursuing opportunities outside of ad agencies, and they have many more options than five years ago, says Amy Hoover, president of Talent Zoo. That's putting agencies in direct competition for talent with tech firms and digital publishers such as Facebook, Vice, Google and others, adds Bob Jeffrey, non-executive chairman of J. Walter Thompson. The Wall Street Journal (tiered subscription model) (05/30)


6. The beat goes on in American Heart Association CPR spot

SmartBrief for Health Care Marketers | Jun 02, 2015

Street Corner Symphony, an a cappella group, sings the Bee Gees song "Stayin' Alive" in the American Heart Association's latest ad promoting hands-only cardiopulmonary resuscitation. The recommended rate of chest compressions is 100 per minute, which syncs with the beat of the Bee Gees' hit song. MediaPost Communications (05/30)


7. How a small biopharmaceutical company demonstrated value

SmartBrief for Health Care Marketers | Jun 02, 2015

Drugmakers are under pressure to demonstrate value, and Keryx Biopharmaceuticals reached out to doctors, dietitians, nurses and social workers at dialysis clinics to promote its Auryxia ferric citrate anemia drug. The company also worked with payers, who combined their data with clinical trial data to project potential savings. Keryx also held Auryxia's price steady as the market leader increased the price of its drug twice, making Auryxia more of a comparative value. Medical Marketing & Media (06/01)


8. Havas Health develops DTC campaign for MannKind inhaled insulin

SmartBrief for Health Care Marketers | Jun 09, 2015

MannKind and partner Sanofi are launching a direct-to-consumer campaign for Afrezza inhaled insulin, beginning July 1. The campaign, developed by Havas Health, will initially focus on diabetes-related print publications. A physician-awareness campaign that includes product samples, a seminar series and a free diabetes-management program is also underway. Medical Marketing & Media (06/04)


9. ScanScout co-founder named Everyday Health executive vice president

SmartBrief for Health Care Marketers | Jun 09, 2015

Jed "John" Savage will replace Scott Wolf as executive vice president and chief sales officer at Everyday Health, effective June 22. Savage co-founded ScanScout, a video advertising network, and was formerly employed as managing director at Savage Partners. Medical Marketing & Media (06/08)


10. Young adults might need extra help deciphering insurance terms

SmartBrief for Health Care Marketers | Jun 23, 2015

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 (06/16)




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