WPP adjusts expectations upward for 2013 | WPP acquires Canadian ad shop John St. | CDC launches Spanish-language cardiovascular health campaign
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March 5, 2013
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Agency Update
Drugmakers expected to spend more on DTC ads this year
Eli Lilly & Co.'s antidepressant Cymbalta, Pfizer's pain drug Celebrex and GlaxoSmithKline's chronic obstructive pulmonary disorder drug Advair were the most heavily promoted therapies last year, according to market research firm Cegedim Strategic Data. Overall promotional spending in the U.S. was 8% lower than in 2011, but spending on nervous system, cardiovascular, and alimentary tract and metabolism drugs showed little change. CSD's business development director said he expects to see more direct-to-consumer advertising this year. Pharmalot.com/Pharma Blog (3/1)
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WPP adjusts expectations upward for 2013
With some of the worst economic fears for the new year swept aside for the time being, WPP is noting a better-than-expected fourth quarter and adopting a brighter outlook for 2013. "The eurozone looks a little a bit better. ... China seems to be motoring again, India [had a] good budget. ... When you pull all that together, there's probably a little bit more confidence than last year," said chief executive Martin Sorrell. Reuters (3/1)
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CDC launches Spanish-language cardiovascular health campaign
The CDC, along with CMS and the NIH Heart, Lung, and Blood Institute, has launched a Spanish-language campaign to prevent heart attacks and strokes. The campaign goes beyond translating English materials into Spanish and includes culturally relevant resources, such as a short, illustrated novel about heart health. The National Alliance for Hispanic Health is promoting the campaign through community events. Medical Marketing & Media (3/4)
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Trends, Research & Stats
Study finds social media reviews reflect hospital quality
Hospitals with the most positive reviews on online social media sites such as Facebook and Yelp tend to have low mortality rates and high scores on patient satisfaction surveys, two studies found. Kaiser Health News/Capsules blog (3/1)
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IOM workshop finds docs need help with patient engagement
More incentives and training are needed to help physicians engage patients in medical decision-making, researchers and doctors told an Institute of Medicine workshop. Data show patients who are more involved in their care have better outcomes and lower costs, but Dr. Eric Holmboe of the American Board of Internal Medicine said the medical profession does not do enough to help clinicians develop their ability to engage patients. MedPage Today (free registration) (2/25)
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Interactive Ads & Technology
AstraZeneca launches mobile app for COPD patients
AstraZeneca and Exco InTouch are launching a pilot program in the U.K. for patients with chronic obstructive pulmonary disease. Mobile and Web-based tools allow patients to record symptoms and treatments, and allow health care providers to send patients personalized educational materials. A BlueTooth-enabled inhaler will report data automatically. MobiHealthNews.com (3/1)
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Go to Market Strategy
Feeling speechless? Try these content ideas
Coming up with fresh content for a brand's social media presence can be a challenge, Scott Robertson writes. If you're running out of things to say, try posting real-time research, everyday happenings from your business or using social media to amplify your media coverage. "It sounds simple and obvious, but so does 'rinse and repeat' and yet they print that on shampoo bottles. ... It amplifies the value of your media coverage, and you may get your followers talking about you and sharing your message that way," he writes. SmartBrief/SmartBlog on Social Media (2/26)
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Policy Pulse
FDA dislikes some of what it sees on supplement maker's Facebook page
Testimonials and "likes" on supplement-manufacturer Amarc's Facebook page for PolyMVA could be read as claims that would subject the product to FDA regulation as a drug, agency officials said in a warning letter. "FDA’s interpretation that a 'like' implies endorsement could be a precedent-setting action by an agency that has been slow to issue a formal social media policy," Alexander Gaffney writes. Pharmalot.com/Pharma blog (2/27), Regulatory Focus (2/26)
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Coalition News
Study shows drug promotion offers health care benefits
A recent National Bureau of Economic Research study of pharmaceutical promotion cites specific benefits from promotion directed toward consumers: patient education, increased physician contact and better medication adherence. Although the study also stated that drug promotion can increase utilization and overall drug costs, study author Dr. Dhaval Dave told the Coalition that “consumer ads can avert underuse and expand treatment to undertreated or under-diagnosed conditions.” Coalition Executive Director John Kamp noted that “it is refreshing to see a balanced study of DTC.” Read more.
Featured Press Releases
 
Closing the Deal
Oh, the pressure of a blank status update staring you in the face. If you’re managing a community on social networks for your own business or a client’s, this can be a real challenge ... but the reality is that your company or client doesn’t always have something to say."
-- Scott Robertson, president of Robertson Communications, in a post on SmartBrief's SmartBlog on Social Media
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