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February 5, 2013
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Agency Update 
  • InVentiv consolidates digital agencies
    GSW and BlueDiesel will be folded into one agency named GSW, Fueled by Blue Diesel, with headquarters in Columbus, Ohio, and offices in Newtown, Pa., and Manhattan, as well as 26 international offices. Palio and Ignite Health will be merged to form Palio + Ignite, with offices in Manhattan and Saratoga Springs, N.Y., and Irvine, Calif. Medical Marketing & Media (1/29) LinkedInFacebookTwitterGoogle+Email this Story
  • Interpublic moves Draftfcb's media unit to Mediabrands
    In a move that should allow Draftfcb to concentrate again on its roots in digital, CRM and creative, Interpublic Group is transferring the agency's entire U.S. media department to sibling agency Mediabrands. Various media planning accounts, including Merck, Boeing and Dow, will be shifted away from Draftfcb as well, although no layoffs are expected to ensue from the changes. Advertising Age (tiered subscription model) (1/31) LinkedInFacebookTwitterGoogle+Email this Story
Trends, Research & Stats 
  • Intensive counseling, reminders keep HIV patients on their meds
    HIV patients were significantly more likely to have adhered to their prescription regimens and to have undetectable viral loads after a year of counseling than HIV patients who had received standard care, a study published in JAMA Internal Medicine found. The intervention involved 16 personal counseling sessions followed by telephone calls each month but cost less than $1,000 annually, researchers said. MedPage Today (free registration) (1/29) LinkedInFacebookTwitterGoogle+Email this Story
  • Training helps docs communicate Rx info
    Researchers at the University of California, Los Angeles, created a training intervention to help doctors improve how they communicate prescription information to patients. Doctors who went through the program improved how they communicated the drug's name, purpose, instructions for use, prescription period and potential side effects. Thorough communication of drug information can improve the likelihood that patients will fill prescriptions and take them as directed, the lead researcher said. Insider blog (2/4) LinkedInFacebookTwitterGoogle+Email this Story
Interactive Ads & Technology 
  • Physician videos pay off, health system exec says
    Inova Health System's physician videos are the most-watched videos and have good click-through rates to Inova's website, says Chris Boyer, Inova's recently departed director of digital marketing and communications. "Videos allow doctors to introduce themselves and their expertise in a way static photos can never provide," Boyer said. "They can provide an emotional connectedness" with patients, family members and referring physicians, he said. The Healthcare Marketer blog (2/4) LinkedInFacebookTwitterGoogle+Email this Story
Go to Market Strategy 
  • Drugmaker partners with patients to develop orphan drug
    Staff at NPS Pharmaceuticals in New Jersey worked closely with a 26-year-old Nebraska man to develop a drug to treat his short bowel syndrome. The drugmaker contributed to the patient's Short Bowel Syndrome Foundation, and executives sought his input on marketing the drug, Gattex, to his social network of patients and caregivers. The company's patient care coordinators will help ensure access to the drug, even writing appeal letters if an insurer denies coverage. The New York Times (tiered subscription model) (1/30) LinkedInFacebookTwitterGoogle+Email this Story
Policy Pulse 
  • Some CME payments exempt from Sunshine Act disclosure
    Drugmakers and medical-device makers will not be required under the Sunshine Act to disclose payments to speakers at continuing medical education events who they did not select or pay directly. The decision to exempt indirect speaker payments is "good common sense," says Coalition for Healthcare Communication executive director John Kamp. Blog (2/4) LinkedInFacebookTwitterGoogle+Email this Story
  • Informed consent important to privacy protection, FTC says
    The Federal Trade Commission has released a report restating its support for informed consent as an important tool to ensure the privacy of people who use mobile applications and platforms. The report urges providers and developers to offer users just-in-time disclosures before enabling mobile tools to access data, such as geographical location or health-related queries, to avoid compromising sensitive information. Modern Healthcare (subscription required) (2/1) LinkedInFacebookTwitterGoogle+Email this Story
Coalition News 
  • Sunshine final rule has pros and cons for industry
    The final rule to implement the Sunshine provisions of the Affordable Care Act, which will be published in the Federal Register Feb. 8, “has pluses and minuses,” according to John Kamp, Executive Director, Coalition for Healthcare Communication. The biopharma industry has waited more than a year for the final rule, which calls for manufacturers to start collecting data on funds provided to physicians and teaching hospitals on Aug. 1. The final rule “ends the uncertainty we’ve lived under since the proposed rule was issued in December 2011 and removes some of the meaningless requirements to report every bagel and cup of coffee offered at general meetings,” Kamp said, “but it also states that many routine products and services provided to physicians as part of reasonable and beneficial collaborative relationships are reportable.” Read more. LinkedInFacebookTwitterGoogle+Email this Story
Closing the Deal 
I think that online content – on website, social media and mobile devices – is moving more and more to embrace and offer multiple mediums. Hospital webpages will evolve to become as interactive and robust as, say, and Facebook."
--Chris Boyer, former Inova Health System director of digital marketing and communications, as quoted by the Healthcare Marketer blog.

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