Most Clicked SmartBrief for Health Care Marketers Stories


1. Facebook launches training program for brands, agencies

SmartBrief for Health Care Marketers | Mar 31, 2015

Facebook this week began a training program that will educate brands and agencies on the best marketing strategies for Facebook. The program, called Blueprint, includes live training, online courses and a certification for optimizing and measuring Facebook campaigns. "The No. 1 request from agencies, partners and clients alike is additional training resources," said a Facebook spokeswoman. MediaPost Communications (03/24)


2. Report: Pharma spent $4.5 billion on DTC ads last year

SmartBrief for Health Care Marketers | Mar 24, 2015

Medical Marketing & Media's annual DTC Report shows that $4.5 billion was spent by marketers on direct-to-consumer advertising in 2014, up almost 21% from the previous year. Television ad spending amounted to $3.2 billion, and magazine ad spending rose 13%. Pfizer and AbbVie were the industry's biggest DTC spenders, according to the report. Medical Marketing & Media (03/23)


3. Cambridge BioMarketing bought by Everyday Health

SmartBrief for Health Care Marketers | Mar 24, 2015

Cambridge BioMarketing, an ad agency specializing in rare diseases, has been acquired by Everyday Health. The purchase supports Everyday Health's interest in the rare diseases market. Maureen Franco, CEO of Cambridge, said Everyday Health's properties are in line with Cambridge's brand and client strategy. AstraZeneca and Bristol-Myers Squibb are among Cambridge's clients. Medical Marketing & Media (03/23)


4. Aetna tests targeted marketing campaign

SmartBrief for Health Care Marketers | Apr 14, 2015

A recently launched Aetna campaign reaches out to lesbian, gay, bisexual and transgender people through mobile and print ads as well as a website that helps visitors find a health care provider. The campaign is part of a larger trend in the health insurance industry to understand individual subscribers. Kansas City Star (Mo.), The (04/07)


5. Hospitals hope better gowns boost patient satisfaction

SmartBrief for Health Care Marketers | Apr 07, 2015

Hospitals hope better-designed gowns will improve patient satisfaction scores that are linked to reimbursements. Henry Ford Innovation Institute product designer Michael Forbes said patients want more privacy and dignity. When Henry Ford Health System introduced new gowns made of warmer fabrics that wrap the body like a robe, patient satisfaction scores increased. Kaiser Health News (03/31)


6. Patients want to see people like themselves in drug ads

SmartBrief for Health Care Marketers | Apr 14, 2015

Approximately one-quarter of patients surveyed say they do not identify with people shown in drug ads and therefore feel disconnected from drugmakers, a Wego Health Solutions poll found. Poll respondents suggested using actual patients telling their stories instead of using actors or models "who do not look like they actually use the product." Drugmakers could better connect with patients by setting up patient advisory panels and involving patients as stakeholders, says Todd Kolm, Wego's senior vice president of strategy and insight. Medical Marketing & Media (04/09)


7. HHS introduces storytelling tool to promote HIV treatment

SmartBrief for Health Care Marketers | Mar 31, 2015

A digital storytelling tool called Positive Spin was launched by HHS. The tool, which includes videos and resources and is accessible via mobile devices, shares real experiences of HIV patients to encourage other HIV patients to get treatment. BeckersHospitalReview.com (03/26)


8. CDC continues anti-smoking campaign with new stories from former smokers

SmartBrief for Health Care Marketers | Mar 31, 2015

The CDC released new anti-smoking ads that stress the benefits quitting has for smokers and their families. Like previous rounds of the campaign, the ads show former smokers talking about developing cancer, and respiratory and other health problems. The new 20-week campaign includes print, online and broadcast ads, as well as billboards and spots in theaters. HealthDay News (03/26)


9. Walgreens issues new customer service guidelines

SmartBrief for Health Care Marketers | Mar 31, 2015

Walgreens employees no longer need to greet each customer with "Welcome to Walgreens" or end each transaction with "Be well," according to a new company memo. The retailer's guidelines also encourage employees to learn customers' names and use them in greetings. Chicago Tribune (tiered subscription model) (03/25)


10. Study to look at health care apps and devices for seniors

SmartBrief for Health Care Marketers | Apr 07, 2015

AARP announced plans to collaborate with Pfizer and UnitedHealth on an initiative to determine how people ages 50 and older use health care applications and devices and determine barriers to adoption and user engagement. Results of the first study, which will focus on sleep and activity trackers, are expected to be released in June. MedCityNews.com (04/06)




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