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January 8, 2013
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Agency Update 
  • Experts predict health care marketing trends for 2013
    Health care-related marketing campaigns will increasingly feature online video and a mix of channels with a focus on digital, industry experts say. More analytic tools will help marketers understand return on investment, they say, but marketers will need better internal resources to make sense of the available data. Medical Marketing & Media (1/4) LinkedInFacebookTwitterGoogle+Email this Story
  • Campaign opens the door on inflammatory bowel disease
    DraftFCB Healthcare's pro bono campaign for the Crohn's and Colitis Foundation of America features a clown, Santa Claus, a bride and others behind bathroom stall doors along with headlines such as, "I.B.D. is no laughing matter." Neither the advocacy group nor the creative shop initially wanted to use bathroom humor, but they say the ads strike the right tone in showing that thousands of people from all walks of life suffer behind closed doors. The New York Times (tiered subscription model) (1/7) LinkedInFacebookTwitterGoogle+Email this Story
  • WPP's Sorrell: "This is Latin America's time"
    WPP is investing heavily in Latin American countries such as Argentina, Brazil, Chile and Mexico, confident that "this is Latin America's time," according to chief executive Martin Sorrell. The holding company recently gained a 20% stake in the Argentina-based information technology services company Globant. Advertising in Latin America is expected to outpace a projected global growth rate of 4.11% by increasing 10% this year, according to ZenithOptimedia. The New York Times (tiered subscription model)/DealBook blog (1/3) LinkedInFacebookTwitterGoogle+Email this Story
  • Good clients of PR shops collaborate as partners with patience
    A "good client" of a public relations agency will see the shop as an integral extension of its marketing efforts, writes Len Stein. The good client will clearly define the role the PR agency will play, collaborate in the process, generously share changes happening within the company and really take their advice under consideration. Managing expectations is also crucial, as instant results are not typically reasonable expectations, Stein writes. MediaPost Communications/Marketing Daily (12/31) LinkedInFacebookTwitterGoogle+Email this Story
Trends, Research & Stats 
  • Behind closed doors, doctors warm to social media
    A Johns Hopkins study found that about one-quarter of U.S. doctors use social media on a daily basis to find medical information, and 6 in 10 doctors say they seek information on social media at least once a week. About half of the physicians polled said they used private, doctor-only social networks to share information. "It's possible that many physicians feel more comfortable with that type of social media instead of a more public space like Twitter or Facebook," study author Dr. Robert Miller said in a statement. U.S. News & World Report/HealthDay News (1/1) LinkedInFacebookTwitterGoogle+Email this Story
Interactive Ads & Technology 
  • AthenaHealth to acquire mHealth app-maker Epocrates
    AthenaHealth, which handles insurance claims and payments from patients for health care providers and facilities, has announced plans to acquire Epocrates for about $293 million. Epocrates makes a mobile drug information application used by an estimated 338,000 health care providers as of August. Bloomberg (1/7), MobiHealthNews.com (1/7) LinkedInFacebookTwitterGoogle+Email this Story
Go to Market Strategy 
Policy Pulse 
  • Ruling won't slow down off-label prosecutions of drugmakers
    The Justice Department's off-label investigations and pending settlements shouldn't be hampered by a recent U.S. Court of Appeals decision that some interpreted as protecting drugmakers from liability for off-label marketing of prescription drugs, lawyer Erika Kelton writes. The vocabulary used in describing violations will be different in future cases, putting emphasis on the terms "misbranding" and "intended use" more than "off-label" and "promotion." First Amendment rights aren't threatened by off-label cases that target misleading or false representations about the efficacy and safety of treatments, Kelton writes. Forbes (1/4) LinkedInFacebookTwitterGoogle+Email this Story
 
Coalition News 
  • FDA spells out details of corrective DTC advertising study
    The FDA’s study of corrective direct-to-consumer (DTC) advertising will include 6,650 interviews of randomly assigned participants and include messaging about asthma in the first phase and weight-loss products in the second phase, according to a recent Federal Register notice covering the study’s information collection requirements. The agency is conducting the study to forward the development of empirical literature regarding the influences of corrective advertising. John Kamp, Executive Director, Coalition for Healthcare Communication, commented that this type of advertising “is an extraordinary remedy” that should be applied only to “violations that are extraordinary.” Read more. LinkedInFacebookTwitterGoogle+Email this Story
Closing the Deal 
It's one thing to say, 'I have the data.' But to use it and make decisions with it, that's another."
--Deborah Dick-Rath, president of Epic Proportions, discussing the health care marketing landscape in 2013 as quoted by Medical Marketing & Media
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