Most Clicked SmartBrief for Health Care Marketers Stories

1. GSK kicks off marketing campaign for OTC allergy drug

SmartBrief for Health Care Marketers | Feb 17, 2015

GlaxoSmithKline's marketing campaign for over-the-counter allergy nasal spray Flonase includes coupons in Sunday newspapers, store flyers, a video on a major pharmacy website and a preorder option. Wunderman and Adrenaline are among the agencies that worked on the product launch. Medical Marketing & Media (02/11)

2. What do patients care most about when choosing a doctor?

SmartBrief for Health Care Marketers | Feb 24, 2015

Patients rated their reasons for choosing a doctor in a recent Vitals report. Whether a provider was in-network was the most important consideration, followed by location, bedside manner, education and credentials, and office hours and availability. The survey also found patients tended not to ask doctors about the cost of tests such as imaging but did want to discuss the cost of prescriptions. (02/20)

3. Agencies get creative to woo top talent

SmartBrief for Health Care Marketers | Mar 03, 2015

Agencies are thinking outside the box in their efforts to attract and retain talented employees. Many agencies have offered prospects a trial period, while shops such as 72andSunny have put an emphasis on developing an entrepreneurial skill-set. "We have made progress in elevating entry-level salaries and how we motivate rising stars at the early stage of their careers," said Bill Koenigsberg, CEO of Horizon Media. Advertising Age (free access for SmartBrief readers) (03/02)

4. Publicis aligns Rosetta, Razorfish health care units

SmartBrief for Health Care Marketers | Feb 24, 2015

Publicis Healthcare Communications Group will merge the health care-focused engagement, creative and media units of Rosetta into Razorfish Healthware, creating a new agency called Razorfish Health. Shannon Hartley will lead U.S. operations as managing director. Medical Marketing & Media (02/20)

5. David Smith, Bill Harper form new agency in N.C.

SmartBrief for Health Care Marketers | Feb 10, 2015

David Smith and Bill Harper have teamed to form a new ad agency called Immortology, which is based in Chapel Hill, N.C. Smith previously was an executive creative director at Carton Donofrio Partners, while Harper worked at MossWarner as its chief creative officer. "The world doesn't need another advertising agency, but it does need a better one," said Harper. MediaPost Communications (02/06)

6. Google teams with Mayo Clinic to upgrade online health information

SmartBrief for Health Care Marketers | Feb 17, 2015

Google is boosting the presentation and accuracy of health care information displayed through its search engine, on which 5% of all queries are health-related. The plan for desktop browsers and Google's mobile application includes a partnership with the Mayo Clinic, which will review the content. Healthcare Informatics online (02/11) (02/10)

7. Havas' New York office will be led by 3 managing partners

SmartBrief for Health Care Marketers | Feb 10, 2015

Havas Worldwide has announced a new leadership team for its New York office: Tim Maleeny, Sean Lyons and Matt Weiss were each named managing partner and will report to global CEO Andrew Benett. "If you look at the world's top agencies, that's something that's in their DNA -- two or three key people at the top who think of the business as their business," Benett said. Advertising Age (free access for SmartBrief readers) (02/04)

8. Annual survey finds drugmakers' reputations improving with patient groups

SmartBrief for Health Care Marketers | Feb 17, 2015

Patient groups ranked Viiv tops among drugmakers in terms of attention to patients, available information, product safety and useful medicines in an international PatientView survey. Drugmakers' reputations among patient groups improved somewhat since last year's survey, but only 23% to 30% of patient groups gave drugmakers high marks for ethical marketing practices, corporate transparency, philanthropic activities, integrity and providing services beyond their primary business. Wall Street Journal (tiered subscription model), The (02/11)

9. How marketing pros can reach out to the sales department

SmartBrief for Health Care Marketers | Feb 17, 2015

There is a natural tendency for sales and marketing departments to be in conflict, writes Ruth Stevens. However, marketing professionals can help to bridge this gap by reviewing the sales plan, involving sales reps in the marketing process and delivering qualified leads. Advertising Age (free access for SmartBrief readers) (02/13)

10. MDC Advertising announces relaunch with a programmatic focus

SmartBrief for Health Care Marketers | Feb 24, 2015

MDC Advertising has relaunched itself under the name "MDC: The Programmatic Healthcare Agency." The New York-based agency will use a demand-side platform from MediaMath. "I've been in health care advertising for more than 40 years, and nothing has been as exciting as the work we are doing today through the use of programmatic media strategies," said Eric Malter, the agency's founding partner and CEO. MediaPost Communications (02/18)

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