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December 4, 2012
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Agency Update 
  • Ad agencies stake their claim for strategic services roles
    A number of ad agencies are moving into strategic services, reclaiming the high-level access to clients previously enjoyed by management consultants. The moves come in response to "a new breed of CEO and executive team that's been emerging over the past 10 years. They know the value of a brand as a strategic asset, and that brings us in upstream from communications," said Tracy Lovatt, chief of BBDO's Batten & Co. Adweek (12/3) LinkedInFacebookTwitterGoogle+Email this Story
  • Digital boosts overall rise in magazine readership
    Total magazine readership has risen by 20 million to 1.2 billion since spring, and digital contributed 4.4 million of those new readers, with total readership now at 13.5 million, according to GfK MRI. In percentage terms, total readership rose 1.6% while digital increased 47% during the period. Adweek (11/28) LinkedInFacebookTwitterGoogle+Email this Story
Trends, Research & Stats 
  • Complying with viewability standards improves click rate, study finds
    Rich-media ads have an average clickthrough rate of 0.22%, according to a MediaMind study. That figure improves to 0.34% -- an increase of 54.5% -- when ads meet viewability standards, and are at least 50% viewable for a minimum of one second. More viewable ads also had markedly better post-click conversion rates, the study found. "Perhaps one lesson here is that more expensive placements simply get better results," notes eMarketer. eMarketer (11/29) LinkedInFacebookTwitterGoogle+Email this Story
Interactive Ads & Technology 
  • Drugmakers connect with diabetes patients via social media
    People with diabetes, as well as diabetes-drug and -device makers, have started online blogs and networks to share experiences and information about living with diabetes. Some drugmakers have faced criticism for compensating or sponsoring blogs, and some critics have called for stronger FDA and Federal Trade Commission disclosure rules. Researchers at the University of California San Diego are studying whether social networking helps patients manage diabetes. National Public Radio (text and audio)/Shots blog (12/3) LinkedInFacebookTwitterGoogle+Email this Story
  • Microsoft, NextGen design medication adherence app
    A medication management mobile application called MedicineCabinet was created by Microsoft and NextGen Healthcare Information Systems to allow users to make and update a medications list that incorporates schedule and dosing guidelines. The data stored through the app, which was developed for the Windows 8 operating system and Windows RT tablets, can be exchanged among doctors to boost medication adherence and determine possible drug interactions and inappropriate treatments. Health Data Management (11/27) LinkedInFacebookTwitterGoogle+Email this Story
Go to Market Strategy 
  • How to slice up your brand's marketing pie
    Not all marketing tactics make sense for all businesses, so it's important that you assign the right amount of time and cash to your specific campaigns, Felicia Baratz-Savage writes. That means understanding your brand and your customers, and figuring out whether they're more likely to respond to social media, search or some other method. "Marketing budgets are hardly infinite, which is why it's always important to make sure you're putting your hard earned money in the right places," Baratz-Savage writes. SmartBrief/SmartBlog on Social Media (12/3) LinkedInFacebookTwitterGoogle+Email this Story
Policy Pulse 
  • Is the FDA developing guidance for search ads?
    Google now displays a sidebar on the upper right-hand side of drug search results pages that includes information from federal sources on side effects, related drugs and links to resources. Google may be consulting the FDA and drugmakers on what to include in the box, posits "Pharmaguy" John Mack. If so, the FDA might be developing guidance for drug industry search ads, he says. Pharma Marketing Blog (12/1) LinkedInFacebookTwitterGoogle+Email this Story
  • U.K. regulator chastises 3 drugmakers for misleading promotions
    The Prescription Medicines Code of Practice Authority said a Merz promotion for Bocouture and a joint Eli Lilly and Daiichi Sankyo promotion for heart drug Efient were not in compliance with the Association of the British Pharmaceutical Industry's code of conduct. Botox maker Allergan filed a complaint against rival Merz, alleging that ads for Bocouture misleadingly implied interchangeability with Botox. AstraZeneca filed a complaint against Lilly and Daiichi Sankyo for minimizing potential side effects and promoting Efient for unapproved uses. PharmaTimes (U.K.) (12/3) LinkedInFacebookTwitterGoogle+Email this Story
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Closing the Deal 
We know a lot of patients are on the Internet. Patients are more likely to get information from the Internet than they are from the doctor."
--Physician Jason Bronner, discussing diabetes patients' use of social media, as quoted by the National Public Radio Shots blog
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