SmartBrief for Health Care Marketers

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November 27, 2012

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Agency Update

UM holds on to Johnson & Johnson's North American media biz
Universal McCann has retained Johnson & Johnson's North American media business after the company conducted a review. The dedicated unit within UM -- called J3 -- will continue to handle media chores out of New York and Toronto. In 2011, J&J spent $1.94 billion on advertising in the U.S., according to the Ad Age DataCenter. Advertising Age (tiered subscription model) (11/20)

COPD drug campaign includes professional life coach
Boehringer Ingelheim and Pfizer's campaign for lung drug Spiriva includes in-search and in-display promotion of a four-video YouTube series featuring life coach Gail Blanke, whose mother had a form of chronic obstructive pulmonary disease. Medical Marketing & Media (11/20)

Study: DTC ads for breast cancer drugs hit target
Direct-to-consumer campaigns for three aromatase inhibitors did not spur more prescriptions for premenopausal breast cancer patients but may have increased prescriptions for postmenopausal patients, for whom the drugs are indicated, a study published in the journal Cancer found. Medical Marketing & Media/Brand Incites blog (11/26)

Trends, Research & Stats

A renewed focus on medication adherence
Drugmakers lose approximately $188 billion yearly as patients fail to take prescribed treatments, according to the consultant Capgemini. "We need serious rethinking about what happens when medication is dispensed," said Kevin Volpp of the University of Pennsylvania's Center for Health Incentives and Behavioral Economics. Researchers and drug companies are experimenting with new approaches to boost adherence. Forbes (11/26)

GSK to invest more in India and Nigeria
GlaxoSmithKline announced plans to increase its share to 75% in India's GlaxoSmithKline Consumer Healthcare for about $940 million and to raise its stake to 80% in GlaxoSmithKline Consumer Nigeria for about $98 million. GSK owns 43.2% of the Indian unit and 46.4% of the Nigerian unit. Reuters (11/26)

Access to well care might soften the impact of rising deductibles
Better access to primary and preventive care might offset the costs of rising deductibles, experts say. The percentage of employees with insurance plans that include deductibles grew from 52% in 2006 to 72% in 2012, but employers are increasingly providing access to preventive and primary care services without deductibles, the Kaiser Family Foundation says. American Medical News (free content) (11/26)

Interactive Ads & Technology

Researchers study effect of social media health campaign
A Facebook-based public health campaign intended to reduce teenagers' risky sexual behavior had only a small, short-term impact, but that impact reached a large number of teens, according to a study published in the American Journal of Preventative Medicine. About 10% of the teenagers who received newsfeed messages about sexual health posted comments and questions on the group's page. On follow-up, teens in the sexual health group self-reported slightly better rates of condom use while they were in the group, but rates fell after the messages stopped, researchers said. "It teaches us that you need to keep your content fresh," said lead researcher Sheana Bull. Salon/Pacific Standard (11/24)

Go to Market Strategy

Want a better social media strategy? Try stealing one
Social media marketers should "steal from the best" when developing their strategies, Amy Kauffman writes. That means shopping around, keeping a close eye on what your rivals are doing and copying the best elements of their strategies. "Social media is an a la carte approach. Shop away," Kauffman writes. SmartBrief/SmartBlog on Social Media (11/26)

Policy Pulse

Ore. med school poised to ban speaker fees
Oregon Health & Science University School of Medicine is set to ban researchers from accepting speaking fees from drugmakers. The policy could prevent doctors from getting information from qualified experts, some professors said. The Oregonian (Portland) (11/22)

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Coalition News

Recent OPDP enforcement letters target PR materials
In a break from past practice, the FDA’s Office of Prescription Drug Promotion (OPDP) appears to be more closely scrutinizing drug companies’ public relations materials, as evidenced by two enforcement letters issued by OPDP last month citing a pitch letter and press releases. “Whether it’s a warning shot or a coincidence, it’s time for PR shops to brush up on the rules,” said Coalition for Healthcare Communication Executive Director John Kamp. Read more.

Closing the Deal

There is a crying need to get information out to doctors."

--Physician Alan Sandler, discussing speakers' bureaus, as quoted by The Oregonian

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Recent SmartBrief for Health Care Marketers Issues: Tuesday, November 20, 2012 Tuesday, November 13, 2012 Tuesday, November 06, 2012 Tuesday, October 30, 2012 Tuesday, October 23, 2012			Lead Editor: Melissa Turner Mailing Address: SmartBrief, Inc.®, 555 11th ST NW, Suite 600, Washington, DC 20004