Merck puts new spin on HPV ad campaign | Dudnyk acquired by UK firm | Pharma TV ads watched more than others
March 22, 2019
SmartBrief for Health Care Marketers
Agency Update
Merck puts new spin on HPV ad campaign
Merck's latest television ad features a mother discussing its human papillomavirus vaccine, Gardasil, the first ad that does not feature a child asking parents "Did you know?" HPV is linked to cancer, and Gardasil is the only vaccine available in the US.
FiercePharma (3/20) 
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Dudnyk acquired by UK firm
Philadelphia-based Dudnyk, which focuses on treatments for rare diseases, has been acquired by the Fishawack Group, a UK health care communications specialist network. Fishawack said it will keep Dudnyk's leadership team intact.
MM&M (3/21) 
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Trends, Research & Stats
Interactive Ads & Technology
Facebook, Google continue to dominate ad spend
Facebook and Google captured 56.4% of internet ad spending and 24.5% ($144.6 billion) of worldwide ad dollars in 2018, according to a WARC Global Ad Trends report, and they're reducing the funds available to other media firms as, for the first time, overall ad spend drops. EMarketer recently adjusted its figures for Amazon, Facebook and Google and expects them to account for nearly 70% of digital spending in the US by 2021.
Advanced Television (free registration) (3/21),  eMarketer (3/21) 
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LinkedIn expands its Marketing Solutions suite
LinkedIn expands its Marketing Solutions suite
LinkedIn is adding look-alike audiences as well as audience templates and Bing search data targeting to help advertisers bolster their campaign effectiveness. The company wants to attract more advertisers, offering new features in addition to a user base that has topped 600 million members.
Marketing Land (3/20),  Adweek (tiered subscription model) (3/20),  MediaPost Communications (3/21),  AdExchanger (3/20) 
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Industry leaders on how tech is extending reality
Industry leaders on how tech is extending reality
Leaders from Facebook, Magic Leap, Microsoft, Google and more share their thoughts on the future of virtual reality, augmented reality, mixed reality and the combination of them all, known as XR or extended reality. Magic Leap's Greg Rinaldi talks about using the technology to create a "Magicverse" of digital content, while Facebook's Ficus Kirkpatrick explores how brands can use AR on social to more effectively engage with smartphone users.
Fast Company online (3/19) 
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Policy Pulse
Industry Insight
Human touch is vital for martech teams
Marketing departments may have access to all manner of technology these days, but it won't mean much if a strong human team is not in place. Livongo's Senior Director of Growth Marketing, Patty Spiller, shares what she's learned in this regard, including the importance of giving priority to marketing experience over specific technical knowledge.
MarTech Today (3/20) 
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Execs discuss the ins and outs of brand purpose
Agency and brand executives talk about the importance and challenges of brand purpose, with David & Goliath's David Angelo emphasizing that a brand must have a "core truth" that's championed top-down across the company before it can even think about embarking on purpose marketing. "[W]hen you align the truth of the brand, with the truth of the people who work on the brand with the truth of the people buying the brand's products, that's when you have an authentic brand movement that generates consumer engagement and relevance," he says.
Campaign US (free registration) (3/20) 
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Coalition News
FDA, Gottlieb define strategy to modernize clinical trials in slew of guidances
FDA, Gottlieb define strategy to modernize clinical trials in slew of guidances
Gottlieb (Drew Angerer/Getty Images)
In the waning days of his tenure, FDA Commissioner Scott Gottlieb, M.D., is calling attention to improving the design of clinical trials in drug development. In a statement released along with the publication of several guidance documents, Gottlieb highlighted the FDA's recent efforts to change how clinical trials are conducted and regulated. "Dr. Gottlieb's initiatives on clinical trials tie in with two major themes of his tenure as Commissioner: To bring the FDA and its processes up to date with the best current science and use of newer data sources, and to make the drug development process more efficient as a means to bring more products to market," noted Jon Bigelow, executive director of the Coalition for Healthcare Communication. Read more.
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First and foremost, before a brand can embrace its purpose, it has to have a clear idea of who it is and what it stands for. In other words, its core truth. As simplistic as that might sound, that's actually the first challenge.
David Angelo, chairman and founder of creative agency David & Goliath, on developing brand purpose. Read more from Campaign US.
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