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July 3, 2012
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Agency Update 
  • Print is still viable with unique advantages over digital
    Although many companies are devoting more of their ad budgets to digital, print retains some key and unique advantages, according to this article. Among them are permanence, credibility and deeper reader engagement. To bridge the gap with digital, QR codes can be incorporated in print campaigns. Forbes (6/28) LinkedInFacebookTwitterGoogle+Email this Story
  • Other News
Trends, Research & Stats 
  • Researchers to use biosensors to spot unhealthy behaviors
    University of Massachusetts researchers will use a $185,000 grant to study whether wearable mobile sensors can predict unhealthy behaviors. “Our aim is to see if we could create predictive modeling,” said psychologist Sherry Pagoto. “You could not just warn them, you could insert an intervention in there, perhaps some patient education or an activity to help reduce stress.” MobiHealthNews.com (6/27) LinkedInFacebookTwitterGoogle+Email this Story
  • Other News
Interactive Ads & Technology 
  • Report: Digital marketing boom drives M&A activity
    Corporate investors are still willing to open their wallets for digital-marketing innovators, according to a report on merger-and-acquisition activity. The ascent of the mobile marketing and social media marketing sectors prompted a rush of acquisitions, with most deals in the first six months of 2012 occurring in the interactive, marketing services and technology markets. MediaPost Communications/Online Media Daily (6/28) LinkedInFacebookTwitterGoogle+Email this Story
Go to Market Strategy 
  • Be specific, be brief and be hopeful, marketer advises drugmakers
    Patients with serious illnesses want information that is tailored to their specific situation, writes Daniella Koren, president of health care marketing firm DKI. She advises pharmaceutical marketers to offer information in multiple formats, from bite-sized to longer-form reading; to be aware that some people may interpret lifestyle advice as finger-pointing; and to address more materials directly to family members and caregivers. MediaPost Communications/Marketing: Health blog (6/26) LinkedInFacebookTwitterGoogle+Email this Story
 
Policy Pulse 
  • GlaxoSmithKline agrees to pay $3B to settle fraud case
    GlaxoSmithKline agreed to pay $1 billion in criminal penalties and $2 billion in civil fines and plead guilty to misdemeanor criminal charges on allegations that the drugmaker illegally promoted antidepressants Paxil and Wellbutrin, withheld safety information on diabetes drug Avandia and reported false prices. The drugmaker will implement an integrity agreement that includes changes to sales representative and executive compensation policies. Reuters (7/3), Pharmalot.com/Pharma Blog (7/2) LinkedInFacebookTwitterGoogle+Email this Story
  • Mass. lawmakers weaken Rx gift ban
    The Massachusetts Legislature approved a bill that would allow drug and medical device makers to pay "modest" costs for doctors' restaurant meals as part of an informational briefing but let stand the ban on paying for cruise ship trips and sports tickets. The Boston Globe (tiered subscription model) (6/28) LinkedInFacebookTwitterGoogle+Email this Story
  • Other News
Industry Insight 
  • Health care marketers brace for change after Supreme Court ruling
    Insurance companies and health care providers will likely respond to the Affordable Care Act passing Supreme Court muster by advertising heavily, writes Alexandra Bruell. Though some consultants in the sectors say their companies are behind and need to catch up, others say it's still too early to measure the act's impact on their core business. Insurers might focus on using Big Data to find new customers and seal loyalty with other efforts, while hospitals bracing for a new influx of patients may user marketing to set expectations, analysts say. Advertising Age (tiered subscription model) (6/28) LinkedInFacebookTwitterGoogle+Email this Story
  • Health care jargon is rarely patient-friendly
    Terminology used in the health care industry is often confusing to the general public and far from patient-centric, writes Dan Dunlop. "It sounds like the kind of language we'd use if we were manufacturing widgets," he writes. "There is power in language, and we need to use it intentionally," he adds. The Healthcare Marketer blog (6/29) LinkedInFacebookTwitterGoogle+Email this Story
Coalition News 
  • Kamp: Supreme Court decision does not end health care dialogue
    Although last week’s U.S. Supreme Court’s 5-4 decision to uphold key provisions of the Affordable Care Act (ACA) concludes that legal case, it “will not end the debate over health care in this country during the Presidential election and beyond,” said John Kamp, Executive Director of the Coalition for Healthcare Communication, in a column about the decision posted on the Coalition’s website. “Close attention must be paid to possible legislative changes and the adoption of new rules to implement [the ACA’s] most relevant provisions,” he noted. In a detailed comment on Kamp’s piece, Coalition Education Foundation Executive Director Jack Angel stated that “the issue will continue to be debated and I would submit that what comes out the other end will not be a mirror image of what it looks like now.” Read more. LinkedInFacebookTwitterGoogle+Email this Story
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Closing the Deal 
You better know in your markets who the uninsured people are who will now have access [to care], and who most likely will be taking advantage of the health exchanges"
--Lindsay Resnick of KBM Group, as quoted by Advertising Age
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