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LevLane reaches out to women with neurosurgical center campaign | Digital, emerging markets boost Publicis revenue 13% | Hospital EDs redesigned with older patients in mind
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April 24, 2012
SmartBrief for Health Care Marketers
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Agency Update
LevLane reaches out to women with neurosurgical center campaign
An ad campaign developed by LevLane of Philadelphia for the new Kennedy Neuroscience Center of Southern New Jersey includes TV spots, billboards and full-page ads in local newspapers and magazines aimed at 25- to 54-year-old women. The 30-second spots feature state-of-the-art equipment and emphasize the importance of immediate treatment for stroke.
MediaPost Communications/Marketing Daily (4/18) 
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Digital, emerging markets boost Publicis revenue 13%
Publicis Groupe posted a year-over-year 13% revenue gain to $1.9 billion in the first quarter. CEO Maurice Levy said the holding company's organic growth of about 4.1% is "where you should be." Levy credited growth in digital spending and expansion in emerging markets.
MediaPost Communications/MediaDailyNews (4/19) 
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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.
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Trends, Research & Stats
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Trends, Research & Stats
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Hospital EDs redesigned with older patients in mind
Some hospitals are trying to make their emergency departments more friendly to older patients by adding mattresses that prevent bed sores, skid-proof floors and noise-blocking curtains.
MSNBC (4/22) 
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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 (4/23) 
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Voices from the Inside
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Voices from the Inside
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Physicians' group says try generics before expensive brands
Patients newly diagnosed with conditions such as diabetes should try generic drugs before trying newer -- and more expensive -- brand-name drugs, the American College of Physicians recommends in a campaign promoting "high-value care."
National Public Radio/Shots blog (4/19) 
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Pharma boosts spending on patient adherence
Drugmakers have increased spending on patient adherence programs by 281% since 2009, with much of the increase going to digital and mobile outreach, according to a report from market research firm Cutting Edge.
Pharmalot/Pharma Blog (4/23) 
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Interactive Ads & Technology
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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) 
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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) 
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Go to Market Strategy
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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/Marketing (4/20) 
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Policy Pulse
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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) 
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Walgreen to pay $8M in Medicare settlement
Walgreen will pay $8 million in a settlement on charges that the retail pharmacy giant illegally offered $25 gift cards to Medicare, Medicaid and other federal health plan enrollees who moved their prescriptions to a Walgreens pharmacy.
The Hill/Healthwatch blog (4/20) 
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Industry Insight
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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) 
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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.
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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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