IMS gains software-as-service platform with Appature acquisition | Agencies focus on Big Data | Survey: MS patients want more info on new meds
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March 19, 2013
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Agency Update
IMS gains software-as-service platform with Appature acquisition
IMS Health, which procures and aggregates health care data, has acquired software firm Appature and its software-as-a-service platform that allows real-time analysis, management and optimization of pharmaceutical marketing campaigns. ZDNet (3/13)
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Agencies focus on Big Data
Omnicom, Publicis and WPP are among the agencies implementing software across research, PR and creative functions to clean, analyze, store and use data. "The old ways of looking at data are now replaced by much more real-time ways of doing things at scale," said Rishad Tobaccowala, chief strategy and innovation officer at Publicis unit VivaKi. Advertising Age (tiered subscription model) (3/18)
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Shift of media dollars from traditional to digital continues
Marketers continue to shift media dollars from traditional media to digital, according to a Duke University study commissioned by the American Marketing Association. In August 2011, marketers said they planned to increase traditional media 1.3%, but by February this year, they said they planned to reduce traditional media spending by 2.7%. The business-to-consumer product market will see the smallest reduction in traditional ad spending, while the business-to-consumer service sector will see the greatest drop, the study found. eMarketer (3/14)
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Trends, Research & Stats
Survey: MS patients want more info on new meds
Patients with multiple sclerosis want more information on new oral drugs from Biogen Idec, Genzyme and Novartis, an Extrovertic and WEGO Health survey found. Patients talk less online about drug side effects and more about coping with their disease, future treatments and disease progression, the survey found. Medical Marketing & Media (3/14)
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Survey finds consumers have little trust in, knowledge of exchanges
A New Hampshire survey suggests consumers have little understanding of the exchanges some of them will shortly be using to purchase health insurance. Portland Press Herald (Maine)/The Associated Press (3/17)
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La. and Ohio doctors get millions from drug, device firms
A ProPublica database shows that doctors, medical centers, hospitals and clinics across Louisiana received more than $23 million from drug and medical device companies between 2009 and 2012. During that time, at least 18 doctors in central Ohio received more than $100,000 for work speaking and consulting. The Times (Shreveport, La.) (3/17), The Columbus Dispatch (Ohio) (3/17)
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Interactive Ads & Technology
Docs are interested in using mobile-health apps, survey says
A survey conducted by eClinicalWorks found that doctors are interested in adopting mobile-health applications and getting their patients to do so. The survey also found that more than 90% of responding doctors agree these apps show promise in enhancing patient outcomes. EHR Intelligence (3/15)
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Marketers fret over dot-com disclosure rules
The Federal Trade Commission has updated its rules for dot-com disclosures and disclaimers, but the new guidelines leave online advertisers with plenty of work to do. Hyperlinked or pop-up disclaimers might not cut it, the FTC warns, meaning marketers will have to get creative to provide full disclosures in tweets, mobile ads and other space-constrained formats. "The FTC won't relax enforcement just because the ad is in a constrained space. Marketers will need to figure it out," says advertising lawyer Linda Goldstein. Adweek (3/17)
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Policy Pulse
Ex-CMS chief: Inside-out approach key to lowering health care costs
Health care providers and insurers, as well as patients, must cooperate to drive real health care change, former CMS Administrator Dr. Donald Berwick said during a panel discussion at the Association of Health Care Journalists meeting. Insurers and providers are key to developing an integrated system, and patients must realize that more care is not always better, Berwick said. MedPage Today (free registration) (3/16)
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Sponsored Poll
Which of the following would be most beneficial to your business over the long term? 
VoteA new network of individual prospects
VoteReliable, first-hand information about industry problems and trends
VoteA better-qualified audience to direct advertising efforts at
VoteAn enhanced reputation in the industry
What is your company's strongest asset in driving leads and sales? 
VoteStrong online presence
VoteAggressive sales force
VoteSuperior or original product
VoteStrong, informative Web content
If your marketing/sales budget increased 20%, on which would you most likely spend it? 
VotePrint marketing
VoteSEO
VotePublications -- research and production
VoteOnline advertising
VoteEvent sponsorship
Does your company publish any "thought leadership" material? 
VoteNone
VoteWe've done a few publications over the years
VoteContent marketing is a sizable part of our marketing mix
VoteWe regularly complete research reports and major content projects
Coalition News
FTC digital guidelines will inform FDA social media guidance
The Federal Trade Commission's (FTC's) recently released staff guidance document on digital advertising likely will serve as a model for the long-awaited FDA social media guidance, according to Coalition for Healthcare Communication Executive Director John Kamp. "The FTC has led the way on these issues and continues to do so," Kamp said. "Clearly, the FDA will recognize the leadership here and likely move forward similarly." The FTC's March 12 guidance updates a guidance released in 2000 and reiterates that "deception is unlawful no matter what the medium." Read more.
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Closing the Deal
As the delivery of media becomes more granular, the opportunity for the advertiser is to deploy more refined targeting in terms of people, reach and message."
-- Rob Norman, digital chief, GroupM Global, as quoted by Advertising Age
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