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November 13, 2012
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Agency Update 
Trends, Research & Stats 
  • Native ads fail to impress in survey
    Native ads -- those that are disguised as content -- may not be the answer marketers are looking for, according to a survey by Harris Interactive conducted for MediaBrix. More than half of those polled said native ads "negatively impacted or had no impact on their perception of the brand being advertised," writes Lucia Moses. Sponsored video ads fared worst in the survey, with Facebook's Sponsored Stories and Twitter's Promoted Tweets also neutral to negative. A Facebook representative criticized the methodology and pointed to examples of higher engagement via Sponsored Stories. Adweek (11/5) LinkedInFacebookTwitterGoogle+Email this Story
  • Sanofi encounters resistance, lowers price for cancer drug
    Sanofi announced it would offer a 50% discount to doctors and hospitals on cancer drug Zaltrap after three doctors from Memorial Sloan-Kettering Cancer Center publicized the health system's refusal to prescribe the drug because it was too expensive and no more effective than similar drugs. Medicare reimbursement and patient co-payments will be based on the higher list price in the short term. The New York Times (tiered subscription model) (11/8) LinkedInFacebookTwitterGoogle+Email this Story
  • Physicians, patients don't always have same treatment goals
    Physicians may not understand or may ignore what patients want for medical treatment, Dartmouth researchers reported in the journal BMJ. For example, a study showed dementia patients put less emphasis on staying alive with declining mental functions than did their physicians, and another study found patients may change their minds about treatments when they can weigh the benefits and risks. HealthDay News (11/9) LinkedInFacebookTwitterGoogle+Email this Story
Interactive Ads & Technology 
  • 23andMe looks to cross-breed genetics and social media
    Genomics company 23andMe has opened its API to let consumers share their genetic information as easily as they'd share other social information. The idea could facilitate research into some health issues, find traction in niche social networks or become part of what some academics call "informational exhibitionism," with users posting quirky genomics-based data such as the percentage of Neanderthal DNA they carry. Science blog (11/9) LinkedInFacebookTwitterGoogle+Email this Story
Go to Market Strategy 
  • Successful Facebook campaigns are about more than just marketing
    Brands need to get their marketing teams and their community-management teams working more closely in order to maximize returns from their investments in Facebook, writes Jared Belsky. Social ads are an essential part of winning attention on Facebook, but paid media won't keep fans' attention once they arrive on your brand page, Belsky explains. "Approaching Facebook solely as a vehicle for driving more fans, with no strategy for keeping them engaged, is not a roadmap for success," he writes. Advertising Age (tiered subscription model)/DigitalNext blog (11/5) LinkedInFacebookTwitterGoogle+Email this Story
Policy Pulse 
  • FTC cracks down on brands' overhyped health claims
    David Vladeck, director of the Federal Trade Commission's Bureau of Consumer Protection, has made good on his promise to hold companies accountable for making unproven claims of products' health or fitness benefits. The FTC has clarified the kind of scientific evidence with which companies must back up health claims as it has handled cases against Nestlé, Kellogg's, Reebok, POM Wonderful and others. Instead of simply asking manufacturers to stop making the claims, the FTC has sought large fines and full consumer refunds. Adweek (11/13) LinkedInFacebookTwitterGoogle+Email this Story
  • Employee complaint lands GSK in hot water with U.K. agency
    The U.K. Prescriptions Medicine Code of Practice Authority ruled that GlaxoSmithKline violated its code of conduct in promotions for Revolade, a drug to treat the bleeding disorder immune thrombocytopenic purpura. A Glaxo employee told the association that a Glaxo sales rep had promoted Revolade for myeloid fibrosis to a consultant with the National Health Service through meetings and e-mails, which, the panel ruled, contained confusing language written by the marketing department. Blog (11/12), PharmaTimes (U.K.) (11/12) LinkedInFacebookTwitterGoogle+Email this Story
Featured Content 

Coalition News 
  • Kamp: Industry faces renewed challenges post-election
    Although last week's election results offer stability in terms of healthcare agency leadership and Congress, there are mounting challenges that healthcare marketers need to pay close attention to, according to Coalition for Healthcare Communication Executive Director John Kamp. Among those challenges are the resolution of the "fiscal cliff" -- which could lead to government layoffs in healthcare agencies and revive interest in changing the deductibility of marketing expenses -- and new legislative proposals to limit marketing use of data collected online. Notably, the size of the federal deficit will drive many decisions going forward, he predicted. "The search for ways to save government dollars, especially healthcare expenses, will pervade virtually all policy decisions in the weeks and months to come," Kamp said. Read more. LinkedInFacebookTwitterGoogle+Email this Story

Closing the Deal 
Facebook has forever changed the playing field. It is the first platform to demand that media and brand teams work in tandem, moving toward an emphasis on user engagement versus simply encouraging a click."
--Jared Belsky, executive vice president of 360i, writing on Advertising Age's DigitalNext blog
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