February 19, 2013
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Agency Update
Leukemia & Lymphoma Society launches ad campaign
The Leukemia & Lymphoma Society aims to build brand awareness, make an emotional connection with the public and raise donations through its first major national ad campaign, says Lisa Stockmon, the organization's senior vice president of marketing. Led by Interplanetary, the campaign includes a website; paid television, print and outdoor ads; and public service announcements. The society funds academic research and collaborates with drugmakers on more advanced research through its Therapy Acceleration Program. Medical Marketing & Media (2/14)
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States prepare to market health coverage to the uninsured
States faced with the prospect of bringing millions of people into health insurance exchanges are developing strategies such as partnering with local celebrities and athletes to reach the 30 million uninsured Americans who soon will be eligible for coverage under the Affordable Care Act. "We have to look at doing things a lot differently than what's been done in the past because this is a very unique audience, and we're marketing a product that's never been marketed before," said Michael Marchand of the Washington Health Benefit Exchange. The Wall Street Journal (2/12)
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MetLife swings for the fences with baseball sponsorship
MetLife will be the "official insurance company" of next month’s World Baseball Classic being broadcast on MLB Network and ESPN Deportes. The campaign includes branding on blimps and in stadiums. MediaPost Communications/MediaDailyNews (2/17)
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Levy predicts that digital will again lead Publicis in 2013
Publicis Groupe CEO Maurice Levy says that he expects digital business -- already accounting for a third of the holding company's sales -- to continue to be the major driver of growth this year. Publicis saw its net profit rise 23% in 2012, and the company in 2013 plans to exceed the $605 million they spent on acquisitions this past year. The Wall Street Journal (2/14)
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Trends, Research & Stats
Study finds racial differences in social network usage
A Pew Research Center study has observed differences in how Americans of different races use mobile devices. More than a quarter of black Web users are on Twitter, compared with less than a fifth of Hispanics and 14% of white Web users. Black and Hispanic Americans are also more likely to use Instagram than white Americans, while Pinterest is more popular with white users than black or Hispanic Americans. Advertising Age (tiered subscription model) (2/14)
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Giving employees a "nudge" increases wellness participation
Wellness plans can use behavioral economics to drive participation, giving employees a "nudge" to get them going, says Evive Health CEO Peter Saravis. DTE Energy in Michigan used a Weight Watchers mailing aimed at couples to encourage them to keep each other committed to dieting, and the State of Nebraska sent employees a scratch-off mailer that showed how much money they would save by enrolling in a PPO option as a way to get them to act. TrainingMag.com (2/11)
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Patient satisfaction is key part of primary care, expert says
Health care is being driven by more informed patients who demand from primary care and other physicians the type of service they have come to expect in retail, says Warren Skea of PricewaterhouseCoopers, which released its annual "Top Health Industry Issues" report. Skea says payment models are being linked to patient satisfaction, and in population health models, primary care physicians are "very much the quarterbacks, the coordinators of care." American Medical News (free content) (2/11)
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Interactive Ads & Technology
3 in 10 online ads are never seen
U.S. display ad impressions totaled 5.3 trillion last year, but 3 in 10 of those ads were never seen, according to this year's Digital Future In Focus report from comScore. Advertisers will likely "demand more accountability" in 2013, putting publishers under pressure to tweak their site designs and ad inventories, the report notes. TechCrunch (2/14), VentureBeat (2/14)
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Why Kaiser Permanente started video blogging
Kaiser Permanente's video-blogging efforts helped the company tell a variety of stories, some of which wouldn't have fit into a traditional advertising format, Andy Sernovitz writes. The company posts customer testimonials and staff profiles to help customers get a feel for the brand, and it shows the videos in its waiting rooms and conference rooms to increase exposure. SmartBrief/SmartBlog on Social Media (2/14)
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Go to Market Strategy
How Facebook is shaking up search marketing and what it means for pharma
Facebook's Graph Search will effectively force brands and marketers to develop new marketing models that incorporate aspects of search and social media marketing, experts say. The new engine could be a game-changer for drugmakers, many of which have steered clear of the social network because of regulatory uncertainty. "If Graph becomes the primary means of navigating the world's largest social network, and your corporate page has few fans or friends because it's frankly just snipped up corporate press releases, it's irrelevant," said WEGO Health CEO Jack Barrette. Advertising Age (tiered subscription model)/DigitalNext blog (2/14), Medical Marketing & Media (2/12)
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Coalition News
Coalition report offers Sunshine Act final rule summary, analysis and resources
The Coalition for Healthcare Communication has developed several tools and resources for its members to use so they can better understand how the Sunshine Act final rule affects them and their businesses. A 16-page report prepared by the Coalition highlights final rule provisions that are likely to have an impact on the daily work of communications professionals, advertising agencies and publishing companies; the report also describes the provisions that their clients will be grappling with during the rule’s implementation. Additionally, the report includes links to news reports and other reference materials that provide insight and perspective on the final rule. Read more.
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Editor's Note
Your SmartBrief has a new look
Noticed a change? SmartBrief for Health Care Marketers has the same valuable content but with a reworked design to make reading and sharing stories easier, especially on mobile devices. Have feedback on the change? Send it our way!
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Closing the Deal
Companies are going to have to ask themselves: What is our strategy for getting people to find our content useful and become friends and fans and followers of our pages?"
-- Jack Barrette, CEO of WEGO Health, as quoted by Medical Marketing & Media
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