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October 23, 2012
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Agency Update 
  • Pfizer's consolidation of global creative to cut down roster
    Pfizer is consolidating global creative within WPP, Omnicom Group and Publicis Groupe, after a review. The move will eliminate a number of independent agencies that had been working with the pharma giant, as well as Havas' Euro Life, Dentsu's mcgarrybowen and Interpublic's McCann Humancare. Pfizer spends more than $2 billion on advertising in the U.S., according to Ad Age's DataCenter. Advertising Age (tiered subscription model) (10/18) LinkedInFacebookTwitterGoogle+Email this Story
  • Marketers go digital to reach minority consumers
    Six out of 10 U.S. marketers say they plan to increase their digital spending this year specifically in order to reach a more multicultural consumer audience, according to an Association of National Advertisers study. Almost 9 out of 10 of those marketers are hoping to reach Hispanic shoppers, and more than half are targeting black consumers. eMarketer (10/17) LinkedInFacebookTwitterGoogle+Email this Story
Trends, Research & Stats 
  • Website catalogs doctors' tweets
    Twitter messages from thousands of physicians are being archived on the website search.mdigitallife.com and will be available freely for a limited time. The database was developed by communications consulting firm WCG, which created natural language processing algorithms to identify physicians and then validated them by cross-checking their National Provider Identifier. The developer hopes the database will help researchers gain insights into how health care providers are using social media. MedPage Today (free registration) (10/20) LinkedInFacebookTwitterGoogle+Email this Story
  • Onsite clinics draw interest of Washington, D.C., employers
    Some employers in the Washington, D.C., area see a return-on-investment from their onsite health clinics, and others are studying the issue to see if the upfront cost is worth it. Discovery Communications says it will save about $2.2 million this year when comparing clinic costs to visits with a private physician, while Montgomery County is seeking proposals for a clinic that would be open to all employees. The Washington Post (10/21) LinkedInFacebookTwitterGoogle+Email this Story
Voices from the Inside 
  • Poll: Patients want drugmakers to correct online misinformation
    Pfizer had the highest name recognition among so-called health activists, followed by Johnson & Johnson, Novartis and Sanofi, according to a WEGO survey of 356 patients who are highly active online. When asked to name a drug company that uses social media to engage patients, activists praised Sanofi for its diabetes engagement program and said Novartis is well-represented in the cancer space. However, 61% said general social media sites include misconceptions and misinformation about health care products, and 82% said companies have a responsibility to correct misinformation in social media. Medical Marketing & Media (10/17) LinkedInFacebookTwitterGoogle+Email this Story
Interactive Ads & Technology 
  • Other News
Go to Market Strategy 
  • Marketing execs: Get buy-in from legal dept. on digital
    Drugmakers' in-house legal and regulatory teams are willing to collaborate on digital marketing, a roundtable of marketing executives said. "You have to involve your colleagues who can approve these things early and often," said Alison Woo, director of social media at Bristol-Myers Squibb. The executives, from Purdue Pharma, Boehringer Ingelheim, CSL Behring and other drugmakers, discussed how they work to educate and get buy-in from their legal teams on digital marketing programs. Medical Marketing & Media (10/22) LinkedInFacebookTwitterGoogle+Email this Story
Policy Pulse 
  • U.K. regulator says Lilly competition went too far
    The Prescription Medicines Code of Practice Authority took issue with an Eli Lilly & Co. competition that offered prizes to sales representatives who took photographs of a Lilly poster in 10 practices, with or without the customer in the photo. Top prize was for photographing the poster in 10 surgeries. Regulators said the competition was demeaning to health professionals and the drug reps. PharmaTimes (U.K.) (10/22) LinkedInFacebookTwitterGoogle+Email this Story
Coalition News 
  • Key industry groups rally around Mass. provision to allow meals at non-CME events
    Representatives from the Coalition for Healthcare Communication, the Massachusetts Biotechnology Council and the Pharmaceutical Research and Manufacturers of America all testified at an Oct. 19 hearing held by the Massachusetts Department of Public Health to discuss the state’s emergency amendments to a 2008 gift ban that would allow companies to provide “modest meals” at educational, non-CME events. “The Massachusetts Department of Health correctly recognized that the most important need here is to facilitate education for drug prescribers,” said Coalition Executive Director John Kamp after the hearing. Read more. LinkedInFacebookTwitterGoogle+Email this Story
Closing the Deal 
Ninety-five percent of what we did in the social space is not branded. It's not just about promotion. I can't emphasize enough the importance of listening. We never engage for the sake of engaging and [never] talk only about what we want to talk about."
--Joan Mikardos, Sanofi US senior director and head of the Digital Center of Excellence, as quoted by Medical Marketing & Media
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