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April 24, 2012
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Agency Update 
 
Customer Engagement Is Healthcare's Future
Even as it's being debated at the Supreme Court, the Affordable Care Act is putting consumers at the center of healthcare's transformation. Health plans are finding new ways to connect with consumers and build long-term relationships by creating a framework for engagement that puts the customer at the center of healthcare's value proposition. Read more.
Trends, Research & Stats 
  • Survey finds mixed public opinion of medical device makers
    Fifty-seven percent of 300 patient advocacy groups surveyed worldwide believe medical device makers have good patient safety records, 32% believe device makers have good or excellent ethical marketing practices and 30% think the industry's corporate activities are transparent, according to a survey by Patient View. Pharmalot.com (4/23) LinkedInFacebookTwitterGoogle+Email this Story
Voices from the Inside 
Interactive Ads & Technology 
  • PwC: Social media's potential rarely realized by health care organizations
    Health care organizations are not capitalizing on the full potential of social media, though a third of consumers use social media to find health-related information, according to a survey by PwC's Health Research Institute. "Health organizations have an opportunity to use social media as a way to better listen, participate in discussions and engage with consumers in ways that extend their interaction beyond a clinical encounter," said PwC's Kelly Barnes. Drug Store News (4/18) LinkedInFacebookTwitterGoogle+Email this Story
  • Rodale teams with BermanBraun for YouTube channel
    Rodale is teaming with production unit BermanBraun to launch a health-and-fitness channel on YouTube called 3V, for vigor, verve and vitality. The publisher of Men's Health and Runner's World says the collaboration will add scripted television and reality programming expertise to the effort. PaidContent.co.uk (U.K.) (4/18) LinkedInFacebookTwitterGoogle+Email this Story
Go to Market Strategy 
  • 3 tips for tracking social buzz
    Measuring social buzz and the real-world results it brings isn't easy, former Intuit marketing manager Kira Wampler says. It's important to cover the basics by including social media in your existing analytics efforts, but brands should also seek to link their social metrics back to the things that really matter to them, whether that be brand sentiment, product adoption or simply engagement. SmartBrief/SmartBlog on Social Media (4/20) LinkedInFacebookTwitterGoogle+Email this Story
Policy Pulse 
  • Health care marketers gird for tax code battle
    The pharmaceutical industry is preparing for a renewed push in Congress to eliminate the tax deduction for direct-to-consumer advertising, says John Kamp, executive director of the Coalition for Healthcare Communication. "Advertising spending would go down, business would be lessened at ad agencies and you would see just a general decline in advertising," Kamp said. Marketers are also watching to see whether Congress will bring up a moratorium on DTC advertising for prescription drugs, Kamp said. Advertising Age (tiered subscription model) (4/23) LinkedInFacebookTwitterGoogle+Email this Story
Industry Insight 
  • DTC marketing will evolve into a conversation, CEO says
    Direct-to-consumer drug advertising is changing from a linear channel to a conversation that engages patients, although government regulations place some limits on that evolution, says Jay Bolling, CEO of Roska Healthcare. "What you’ll see is an evolution toward multichannel consumer engagement ... across the entire range of the patient journey, from risk assessment, through diagnosis, product trial, and ultimately, brand advocacy based on successful outcomes," he said. Chief Marketer (4/19) LinkedInFacebookTwitterGoogle+Email this Story
 
Coalition News 
  • PDUFA V: No news is good news for medical marketers
    Neither the House nor the Senate Prescription Drug User Fee Act (PDUFA V) draft bills include specific language related to drug marketing, and although such language could be added to the legislation during the mark-up phase, early signals from the FDA to leave advertising out of PDUFA V negotiations appear to be holding up – for now. “Last-ditch efforts to revive these issues could emerge during the mark-ups,” according to Coalition for Healthcare Communication Executive Director John Kamp, who urged industry to continue tracking the legislation as it moves forward. Read more. LinkedInFacebookTwitterGoogle+Email this Story
Closing the Deal 
Savvy adopters are viewing social media as a business strategy, not just a marketing tool."
--Kelly Barnes, U.S. health industries leader at PwC, discussing health care organizations' use of social media as quoted by Drug Store News.
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