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April 10, 2012
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Agency Update 
  • ANA: Marketers ask agencies to share the pain
    Of budget-challenged clients, 52% plan to ask their agencies to be frugal and cut back on internal costs, but the 17% asking for reduced agency compensation is the lowest tally reported since 2008, per an Association of National Advertisers survey. The most favored solution for agencies is cutting back on travel costs, with 68% of respondents supporting the move. Advertising Age (tiered subscription model) (4/2) LinkedInFacebookTwitterGoogle+Email this Story
Trends, Research & Stats 
  • Expiring patents to cut into spending on branded drugs
    New product launches fueled 2.2% higher spending on drug ads in 2011 over 2010, but brand growth will be historically low in 2012 and 2013, says Michael Kleinrock, IMS Institute director of research development. Moreover, faced with higher insurance premiums and co-payments, more consumers are choosing generic drugs or skipping their medications, and delaying or forgoing care, an IMS Institute study found. Medical Marketing & Media (4/5) LinkedInFacebookTwitterGoogle+Email this Story
  • Study: EMR drug adherence reminders cause alert fatigue
    Medication reminders in EMR systems should be enhanced to offer sufficient information and to prevent causing alert fatigue, according to research in the International Journal of Medical Informatics. The small study also found that the designs of alerts were more suited to pharmacists than nurse practitioners or other health care providers who prescribe the drugs. MedPage Today (free registration) (4/3) LinkedInFacebookTwitterGoogle+Email this Story
  • New dads are catching up to moms in use of social media
    Twenty-seven percent of fathers are posting daily updates about their families over social networks, and most are posting family photos and videos and "liking" their partner's photos of the children at least a few times a month, according to Edelman and The Parenting Group. They're catching up to women in following brands (25%) as well, per Arbitron and Edison. eMarketer (4/5) LinkedInFacebookTwitterGoogle+Email this Story
Voices from the Inside 
  • Rapper's song leaves drugmaker cold
    Novartis representatives are trying to distance the company from a song by rapper Kanye West called "Theraflu." The company released a statement that said it "in no way endorses or approves of the references or use of the image and likeness of Theraflu in this manner." The song has also drawn criticism from People for the Ethical Treatment of Animals for references to the animal-rights group. (4/6) LinkedInFacebookTwitterGoogle+Email this Story
Interactive Ads & Technology 
  • Converting print ads to tablet format isn't easy
    Magazine advertisers are inconsistently adapting print ads for tablet display, according to Kantar. The average ratio of ads in print magazines to their Apple iPad edition is 60%, with a range of 10% to 150% converting to the digital format. Some advertisers, such as drugmakers, face different rules online than off, while others aren't prepared to craft creative that takes advantage of digital interactivity. MediaPost Communications/Online Media Daily (4/6) LinkedInFacebookTwitterGoogle+Email this Story
  • D.C. Medicaid plan launches SMS-based diabetes wellness program
    D.C. Chartered Health Plan is trying out a wellness program for enrollees with diabetes that includes sending text messages with advice for living with diabetes, reminders to schedule eye and foot examinations, tips for adhering to medication regimens, interactive quizzes, and announcements for community events. The Medicaid managed care provider will expand the program if it is successful. (4/9) LinkedInFacebookTwitterGoogle+Email this Story
  • Other News
Policy Pulse 
  • Senators press CMS to finalize sunshine law by June
    Sens. Herb Kohl, D-Wis., and Chuck Grassley, R-Iowa, wrote a letter to CMS Acting Administrator Marilyn Tavenner asking the agency to release its final rule on the Sunshine Act no later than June so partial collection of data can begin. The legislation mandates that payments made by drug and medical-device firms to doctors and other health care providers be reported to the CMS. (Boston) (4/6) LinkedInFacebookTwitterGoogle+Email this Story
  • European Medicines Agency tightens conflict-of-interest policy
    The European Medicines Agency stepped up guidance to ensure its management, staff and advisers have limited ties with the pharmaceutical industry. "Since taking up the leadership of the European Medicines Agency in November, one of my main focuses has been on strengthening the ways the agency deals with conflicts of interests and transparency," Executive Director Guido Rasi said. (4/4) LinkedInFacebookTwitterGoogle+Email this Story
  • Other News
Industry Insight 
  • This is the era of earned-media marketing, Lazerow says
    We're now in the third age of marketing, Buddy Media CEO Mike Lazerow said at South by Southwest. At first, brands simply bought publicity via traditional paid media; then they progressed to building owned-media content channels and websites. Now, with the rise of social networking, marketers tap the power of earned media, and that's bringing big rewards to brands capable of generating content that's worth talking about. SmartBrief/SmartBlog on Social Media (4/5) LinkedInFacebookTwitterGoogle+Email this Story
Coalition News 
  • Kamp: DTC TV ad draft guidance raises questions, prompts divergent views
    Recently released draft guidance from the FDA on direct-to-consumer TV ads has triggered a wide range of reactions, according to John Kamp, Executive Director of the Coalition for Healthcare Communication. In a recent column posted Monday on the CHC website, Kamp states that the “analysis and commentary on the FDA guidance ranges from ‘not much new here’ to near hysteria.” Kamp addresses several sticking points in the guidance raised by industry and encourages readers to submit their comments to the agency. Read more. LinkedInFacebookTwitterGoogle+Email this Story
Closing the Deal 
Though the industry outlook is trending toward stability, marketers need to be careful not to simply rely on short-term answers to solve enduring budget issues."
--Association of National Advertisers President-CEO Bob Liodice, as quoted by Advertising Age
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