American Lung Association, Ad Council promote lung cancer screening | The Community, UNICEF USA say "We Won't Stop" | Health care, pharma ad spend expected to increase by 3.7% in 2020
November 12, 2019
SmartBrief for Health Care Marketers
Agency Update
American Lung Association, Ad Council promote lung cancer screening
A campaign called "Saved by the Scan" promotes early screening for lung cancer that could save thousands of lives. The ads from the Ad Council and American Lung Association were done for free by the Hill Holiday agency.
MM&M (11/8) 
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The Community, UNICEF USA say "We Won't Stop"
The Community, UNICEF USA say "We Won't Stop"
The Community's new 60-second spot for UNICEF USA, "We Won't Stop," is voiced by actress Tea Leoni, whose grandmother co-founded the organization in 1947. "Unreasonable. That's how you have to be if you want to change things," Leoni says at the start of the spot as images of UNICEF workers are shown, interspersed with footage of children in need, and the campaign also includes videos highlighting individual stories and out-of-home ads showcasing staff alongside copy such as "We won't stop until malnutrition is a thing of the past."
The Drum (free registration) (11/8) 
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Trends, Research & Stats
Voices from the Inside
Google obtains medical info on millions of US patients
Google has obtained personal health information on millions of Americans from hospital and senior living facility company Ascension without the knowledge of patients or doctors to test medical software, internal documents show. The initiative, called Project Nightingale, appears to be legal under a US law that lets hospitals and business partners exchange information if the purpose is "only to help the covered entity carry out its health care functions."
Reuters (11/11),  The Wall Street Journal (tiered subscription model) (11/11) 
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Interactive Ads & Technology
Instagram adds US to test of dropping "likes" count
Instagram adds US to test of dropping "likes" count
Instagram "likes" will become private for a portion of the platform's US users this week as part of a test it has been running in seven countries, according to Adam Mosseri, CEO, who noted, "It's about young people -- the idea is to try and depressurize Instagram, make it less of a competition." While marketers will still have access to "like" metrics, a recent HypeAuditor study found a drop in like counts in those countries where the policy is in effect.
Social Media Today (11/9),  TechCrunch (11/8),  BNN Bloomberg (Canada) (11/8) 
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Q&A: Facebook's Simon Whitcombe on CPA, ad rates, machine learning
Facebook isn't just a social platform for marketers, it's an advertiser itself, and Facebook Vice President of Global Marketing Solutions Simon Whitcombe has insight from both perspectives. In this interview, he discusses the problem with relying solely on the cost per acquisition metric, how rising Facebook rates are tied to its machine learning costs, the importance of authentic creativity and the challenges of monetizing Stories.
AdExchanger (11/11) 
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Advertisers lukewarm on Walmart's Vudu ad service
Walmart had high hopes for generating revenue by enabling brands to target ads on its streaming Vudu service based on its shopper data, but marketers say tepid consumer interest and an unresponsive sales partner are making it a less-than-ideal investment, writes Tim Peterson. "Vudu's scale is one of their downfalls," says PMG's Natalee Geldert, noting, "Their customer base is just not growing at the rate of other platforms or services."
Digiday (tiered subscription model) (11/12) 
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Policy Pulse
Industry Insight
GS&P's Robson: The benefits of female leadership
GS&P's Robson: The benefits of female leadership
Goodby Silverstein & Partners President Derek Robson describes how increasing the number of women in leadership roles has boosted agency growth, increased morale and lowered staff turnover. "Your leadership team should represent the full diversity of your culture," he writes, adding, "Look after the people. Produce great work. The rest looks after itself."
Adweek (tiered subscription model) (11/11) 
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Coalition News
Senate bill on mandatory list prices in drug DTC ads nearing a vote
A bill co-sponsored by Sen. Charles Grassley (R-Iowa) and Sen. Dick Durbin (D-Ill.) -- which would require that list prices be included in direct-to-consumer (DTC) television advertisements -- may be close to a vote. Grassley and Durbin hoped to pass their bill -- the "Drug-price Transparency in Communications Act" -- this week by unanimous consent; however, Sen. Patrick Toomey (R-Pa.) objected to the process and used his prerogative to put a "hold" on the legislation. Reportedly Toomey, who opposes the bill, wants a recorded roll-call vote to be taken on the bill, and talks are underway to resolve the question so that the bill can be brought to the Senate floor. Read more.
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You need diversity of representation on any team, at any level. That means age, life stage, gender, ethnicity, sexual orientation and personality type. Your leadership team should represent the full diversity of your culture.
Derek Robson, president of Goodby Silverstein & Partners, on diversity in the industry. Read more from Adweek.
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