Cleveland Clinic extends reach with unifying marketing strategy | Havas hands N.Y. reins to former WebMD exec | Leo Burnett picks up creative for OTC version of Nexium
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February 26, 2013
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Agency Update
Cleveland Clinic extends reach with unifying marketing strategy
Under the guidance of chief marketing and communications officer Paul Matsen, Cleveland Clinic is working to unify its main campus and national and international facilities under one multifaceted marketing umbrella, and the strategy is paying off. Converting Internet leads into patients, using clinical videos on its website to attract patients' interest and well-orchestrated outreach campaigns are all part of the clinic's approach. Medical Marketing & Media (2/22)
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Havas hands N.Y. reins to former WebMD exec
Dorothy Gemmell, formerly of WebMD, joins Havas Life New York as president. Gemmell says she discovered the power of the Internet early on while working at Upjohn. She worked to grow WebMd's sales staff from 20 to more than 130 and helped bump sales from $20 million to $400 million. Medical Marketing & Media (2/21)
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Leo Burnett picks up creative for OTC version of Nexium
Leo Burnett has won creative duties for Pfizer's forthcoming over-the-counter version of Nexium, expected in 2014, pending Food and Drug Administration approval. The other finalist in the pitch was TBWA. "This tremendous opportunity will take advantage of our unbeatable integrated offering and fills the consumer health opening in our portfolio. We believe this is just the beginning for us with Pfizer," says Leo Burnett chief Tom Bernardin. Adweek (2/19)
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Other News
Trends, Research & Stats
Hospitals work with drugstores to reduce readmissions
Walgreens is working with hospitals to reduce readmissions by ensuring patients are not discharged with conflicting prescriptions and following up to make sure they understand how to take their medications at home. Researcher Dr. Jane Brock said medication problems can double the risk of a patient's readmission. Kaiser Health News (2/20)
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Interactive Ads & Technology
Study: Social marketing, service silos hurt brand perceptions
Brands are hurting their perception with consumers because hardly any of them "are doing equally well on social marketing and social servicing," says Jacqueline Anderson of J.D. Power and Associates, which conducted a study looking at six industries, 100 companies and 23,000 consumers. The study suggests that the problem arises from social marketing and social servicing silos and a disparity between how various age groups use social channels. "It's kind of a failure to understand why consumers are reaching out. Many companies are still organized around servicing on one side and marketing on the other," says Anderson. MediaPost Communications/Marketing Daily (2/19)
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Mobile advertisers innovate as the marketplace evolves
Mobile ads -- and their formats -- are adjusting as different kinds of screens proliferate and marketers move beyond standard banners to discover different ways to engage consumers. Changes in mobile usage, such as the rise of mobile video, are spurring advertisers to experiment with different ad types. "We are doing more and more rich media ads, but we think it's still an untapped market. Whether you're leveraging GPS functionality in maps or calendar functionality, you can do so much with the phones from a rich media perspective," said Brian Colbert, vice president of mobile advertising sales for Pandora. eMarketer (2/20)
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Go to Market Strategy
Want to master social media? Start by forgetting everything you know
Marketers would be well-served to forget the alleged lessons of the early days of social media, Mike Spataro writes. Business should forge cohesive strategies that focus on improving the business and should measure performance by tracking key indicators against well-defined benchmarks, Spataro writes. "The primary shift in this type of approach is that social media becomes part of the process from planning through execution. ... It moves your company away from the ad-hoc tactical approach that has prevailed over the first five years of the corporate social media generation," he writes. SmartBrief/SmartBlog on Social Media (2/22)
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Policy Pulse
Roche employees' reportedly rowdy behavior leads to big headache
Roche has been slapped with a code of ethics violation in the U.K. because two senior company employees reportedly transgressed professional standards by fraternizing with physicians at a bar after a medical conference. The reveling reportedly included several rounds of alcohol for the physicians and culminated in one Roche employee being thrown out of the bar. Pharmalot.com/Pharma blog (2/21), PharmaTimes (U.K.) (2/22)
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Impotence pill ads fail to shield children, study charges
A recent study found that impotence pill manufacturers regularly violated principles laid out by PhRMA to protect children from seeing ads for the drugs. During the study period, the public was exposed to 500 billion TV ad impressions for impotence therapies, and more than 100 billion of those were seen by those younger than 18. Drugmakers commenting on the study emphasized their commitment to responsible marketing, and PhRMA noted the many benefits of DTC advertising "including raising awareness of diseases and treatment options and empowering patients." Pharmalot.com/Pharma blog (2/20)
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Coalition News
Sunshine Act: CMS launches OPENPAYMENTS transparency site
As part of its implementation of the Physician Payment Sunshine Act, the Centers for Medicare & Medicaid (CMS) last week launched a new Website – “OPENPAYMENTS” – that will make public the financial relationships between industry stakeholders and physicians and teaching hospitals. CMS will begin posting data about these financial relationships on its site in September 2014. 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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Featured Press Releases
 
Closing the Deal
We know that people who have medication discrepancies, or are not adhering to what the health care team thought they were adhering to, have at least double the risk of becoming a readmission."
-- Dr. Jane Brock, as quoted by Colorado Public Radio on the Kaiser Health News/Capsules blog
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