Most Clicked SmartBrief for Health Care Marketers Stories


1. Ad Age names 10 agencies to watch in 2015

SmartBrief for Health Care Marketers | Jan 27, 2015

EVB is primed for an interesting year after it landed a high-end marijuana client, one of 10 agencies named by Advertising Age as ones to watch in 2015. TBWA, Deep Focus, McKinney and Leo Burnett also made the list. Advertising Age (free access for SmartBrief readers) (01/26)


2. What brands want from agencies in 2015 (and vice versa)

SmartBrief for Health Care Marketers | Jan 06, 2015

An advertising exec and a chief marketing officer write New Year's resolutions for their brand or agency counterparts in this year-end feature. Agencies should commit to transparency, true collaboration and learning their clients' business, while brands should expect big ideas, invest in new platforms and give the partnership time to work, write Possible global CEO Shane Atchison and Belkin International Chief Marketing Officer Kieran Hannon. Advertising Age (free access for SmartBrief readers) (12/30)


3. Agencies rejoice as health care marketing gains steam

SmartBrief for Health Care Marketers | Jan 20, 2015

Health care marketing has rebounded from the 2012 slowdown in spending, dubbed "Pharmageddon," that was caused by patent expirations and a lack of new products. Now agencies including Interpublic and Edelman are touting health care as a growth sector. "We're going into next year expecting double-digit growth because consumer health has absolutely shifted efforts not just to digital but real-time marketing and content," said Becky Chidester, president of Wunderman World Health. Advertising Age (free access for SmartBrief readers) (01/13)


4. Getting edgy in drug marketing

SmartBrief for Health Care Marketers | Jan 20, 2015

A risky ad for Kmart first went viral online before being broadcast on television, and pharma marketers can use the same tactic for risk-averse clients, writes Mark Schnurman, founding partner of Filament. "With more media available to us, there are more opportunities to try new ideas in relatively low-risk settings," Schnurman writes. Medical Marketing & Media (01/14)


5. Walgreen, WebMD team for digital engagement

SmartBrief for Health Care Marketers | Jan 13, 2015

Walgreen and WebMD are teaming to offer digital health advice at the drug chain's website and a loyalty program on WebMD's mobile application. Your Digital Health Advisor will engage users with goal-driven wellness coaching and other interactive programs. Chain Drug Review (01/07)


6. Upstart health insurer launches campaign in N.Y., N.J.

SmartBrief for Health Care Marketers | Jan 06, 2015

Tech-based health insurance company Oscar's new ad campaign in New York and New Jersey includes spots on cable and network stations and in cinemas. The ad, created by SpecialGuest and 1stAveMachine, features new parents trying to track prescriptions and find physicians, and aims to show how the insurer's services differ from those of traditional competitors. Adweek (01/05)


7. Overcoming new challenges in health care marketing

SmartBrief for Health Care Marketers | Dec 30, 2014

Marketing in the modern health care industry requires a complex, multifaceted relationship with patients and providers; data analysis; new ways of targeting; and a rapid response capability, writes Intouch Solutions CEO Faruk Capan. Challenges include short-sighted thinking, the scope of Big Data and a cultural aversion to risk. Capan describes these challenges and ways to overcome them. PharmExec.com (12/19)


8. MEC lands Biogen, Otsuka accounts

SmartBrief for Health Care Marketers | Dec 30, 2014

MEC will share media duties with Communications Media on planning, buying, analytics and insights for Biogen's multiple sclerosis drugs. The agency will also work with Lundbeck to help help Otsuka launch brexpiprazole for depression and schizophrenia, including media planning and buying. MediaPost Communications (12/24)


9. Telemedicine among top trends in health care in 2014, report says

SmartBrief for Health Care Marketers | Jan 06, 2015

A Kalorama Information report cites telemedicine as one of the top five trends in health care in 2014. Kalorama predicts that the telehealth market will expand at a rate of 9% for the next four years, driven by factors such as customer demand for remote patient-monitoring products. The increasing use of next-generation sequencing products in clinical medicine and the rising demand for biopharmaceutical products are among the other trends noted in the report. Drug Store News (12/29)


10. How doctors can use Facebook to reach new patients

SmartBrief for Health Care Marketers | Jan 20, 2015

Doctors can reach more potential patients through targeted Facebook ads than through ads in the phone book, on the radio or through direct mail, writes Adam McConnell, CEO of Pulse Digital Marketing. Targeted Facebook ads that have eye-catching images and get right to the point will have a positive effect, McConnell writes. He describes in this article how doctors can develop a successful Facebook marketing campaign. MedPage Today (free registration) (01/18)




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