February 26, 2021
SmartBrief for Health Care Marketers
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Agency Update
Ad Council, Pereira O'Dell launch "It's Up To You"
(Ad Council/YouTube)
Pereira O'Dell created a pro bono "It's Up To You" campaign for the Ad Council, backed by more than 300 brands, media companies and community organizations, to provide encouragement and education about getting the COVID-19 vaccine. Dentsu Health, BeenThereDoneThat, Joy Collective and Alma also contributed to the multichannel campaign, which features both English- and Spanish-language messaging and is focused on reaching people of color.
Full Story: Adweek (2/24),  MediaPost Communications (free registration) (2/24) 
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Actor Ben Platt and his sister-in-law Courtney Pratt are headlining a Bristol Myers campaign touting the benefits of music therapy for patients with multiple sclerosis. Courtney Pratt was diagnosed with MS in 2013 and the ad is part of the drug company's campaign for its MS drug Zeposia.
Full Story: FiercePharma (2/23) 
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The National Geographic channel in March will debut the movie "Mission Possible" about the development of Pfizer/BioNTech's COVID-19 vaccine. The branded-content movie is a behind-the-scenes look at the vaccine's development and features Pfizer and BioNTech scientists and executives.
Full Story: FiercePharma (2/24) 
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Trends, Research & Stats
Voices from the Inside
C-suite executives suffer mental health issues at higher rates than their employees based on a recent survey, and this is likely attributed to higher levels of responsibility and a lack of workplace connections. Cathy Butler, CEO of the San Francisco creative agency Organic, notes that its best to lead by example and that by encouraging workers to take care of their own mental health, leaders will follow suit.
Full Story: Digiday (tiered subscription model) (2/21) 
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Interactive Ads & Technology
TikTok and Instagram now include resources that will pop up if a user searches phrases concerning negative body image or eating disorders. Resources include links to the National Eating Disorders Association and National Suicide Prevention Lifeline.
Full Story: CNET (2/23) 
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Instead of relying on Facebook, direct-to-consumer advertisers continue to diversify ad spends, with Snapchat receiving 10% to 25% of media buys. "Snap has been really bullish on AR, and I would say we see some clients leaning into that more than others," says Stef Smith of Dentsu Media.
Full Story: Digiday (tiered subscription model) (2/26) 
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Policy Pulse
Industry Insight
The pandemic put a focus on purpose-led marketing, and companies have been forced to react in ways not seen before, according to a roundtable of Ad Council members. "If you look at last year and the good that in some ways has come from it, it has just put a deeper spotlight on why purpose for companies needs to be a responsibility -- not something that they have a choice on whether or not they want to do," says Alicia Tillman, global CMO of SAP.
Full Story: Adweek (2/25) 
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Coalition News
A lawsuit filed by four trade groups whose members include tech giants Amazon, Facebook and Google, states that Maryland's digital ad tax law passed on Feb. 12 "is illegal in myriad ways and should be declared unlawful and enjoined." This new tax "is ill advised for practical and legal reasons," according to Coalition for Healthcare Communication Executive Director Jon Bigelow. "Until the state Comptroller provides guidance on how the law would be implemented, it is uncertain to what degree pharma advertising would be affected." Read more.
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