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December 18, 2012
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Agency Update 
  • Publicis acquires Outside Line, will place it with Saatchi
    Publicis has added to its network Outside Line, a U.K.-based experiential and social marketing agency, and will keep its management and integrate it within Saatchi & Saatchi. Clients of the agency include British Gas and Virgin Galactic. The move comes a week after Publicis acquired iStrat, an Indian digital shop, and continues a spate of acquisitions by Publicis and WPP, which are racing to scoop up the last remaining independent digital shops. MediaPost Communications/MediaDailyNews (12/14) LinkedInFacebookTwitterGoogle+Email this Story
  • Abbott launches media agency review
    Abbott Laboratories' pharmaceutical division is conducting an agency review. WPP's Mindshare holds the account. Abbott reportedly spent about $285.7 million on media in the U.S. in 2011, but the company is splitting off its diversified medical products division into a separate publicly traded company. Advertising Age (tiered subscription model) (12/14) LinkedInFacebookTwitterGoogle+Email this Story
  • Virtual research network tool nabs top prize in Sanofi contest
    Registries for All Diseases, a patient-centric platform, has nabbed the top prize of the Collaborate Activate Innovation Challenge sponsored by Sanofi. The tool, developed through the collaboration of health groups including Genetic Alliance and the National Psoriasis Foundation, will offer a crowdsourced, cross-disease virtual research network covering more than 1,000 diseases that will boost the recruitment of participants for clinical trials. (12/13) LinkedInFacebookTwitterGoogle+Email this Story
Trends, Research & Stats 
  • Drug info guides too complex for many patients, study finds
    Information sheets provided with drugs deemed by the FDA to have serious and significant public health implications are too complicated to be understood by the average patient, according to a study published in the Journal of General Internal Medicine. The guides, which describe the drug's risks, side effects, potential interactions and importance, are typically written at a 10th- or 11th-grade reading level, according to the study. Reuters (12/14) LinkedInFacebookTwitterGoogle+Email this Story
  • Providers increasingly weigh cost when deciding on cancer drugs
    When making decisions about cancer treatments, health care providers are increasingly taking costs into account, something that is likely to increase under the Affordable Care Act, which features value-focused provisions including measures that tie reimbursements to quality of care. Eighty percent of U.S. health insurers require clear evidence of clinical benefit or cost savings before covering new drugs, according to a survey by PricewaterhouseCoopers. Reuters (12/14) LinkedInFacebookTwitterGoogle+Email this Story
  • Providers could do more with patient portals, study suggests
    Data from a KLAS survey showed 57% of responding hospitals, health systems and physician practices have a patient Web portal, while many of those that do not intend to adopt one. However, the report suggested many providers are not using all the available features for engaging patients. Respondents planning to deploy a portal largely intend to offer access to patient charts; however, only 48% of respondents plan to offer secure messaging, and just half say they will offer patient-education resources. Medscape (free registration) (12/12) LinkedInFacebookTwitterGoogle+Email this Story
  • Other News
Interactive Ads & Technology 
  • Co-Lab from Razorfish looks to build platform-specific custom ads
    Razorfish's Co-Lab is a venture designed to bridge the gap between digital platforms and agency services, writes Christopher Heine. Co-Lab will create custom, platform-specific ad treatments in partnership with Microsoft, Facebook, LinkedIn, Twitter and Foursquare, for starters. "We have to rethink consumer experiences in an environment where the digital and physical are converging," says the Co-Lab leader at Razorfish, Margaret Czeisler. Adweek (12/13) LinkedInFacebookTwitterGoogle+Email this Story
Policy Pulse 
Featured Content 

Coalition News 
  • Kamp will moderate DIA Webinar on implications of Caronia decision
    John Kamp, Executive Director of the Coalition for Healthcare Communication, will moderate an upcoming Drug Information Association Webinar covering the U.S. Court of Appeals for the Second Circuit's decision in U.S. v Caronia. During the Jan. 23 Webinar, speakers Bert Rein, partner, Wiley Rein; Alan Bennett, partner, Ropes and Gray; and Mit Spears, General Counsel, PhRMA (invited), will discuss the Caronia decision, which overturned the criminal conviction of pharmaceutical sales representative Alfred Caronia and may reset the legal boundaries between the FDA and pharmaceutical manufacturers' right to disseminate off-label information about approved drug products. Read more. LinkedInFacebookTwitterGoogle+Email this Story
Editor's Note 
  • SmartBrief will not publish Dec. 25 or Jan. 1
    In observance of the Christmas and New Year's holidays, SmartBrief will not publish on Dec. 25 or Jan. 1. Regular publication of SmartBrief for Health Care Marketers will resume on Tuesday, Jan. 8. Enjoy the holidays! LinkedInFacebookTwitterGoogle+Email this Story
Closing the Deal 
In order to warrant the price, you are going to have to have better overall survival."
--Rhonda Greenapple, chief executive at consulting firm Reimbursement Intelligence, as quoted by Reuters
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