October 26, 2021
SmartBrief for Health Care Marketers
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Agency Update
Merck's new web series "Uncovering TNBC" features three Black women diagnosed with triple-negative breast cancer who discuss health disparities facing them and other Black women. Merck makes the only immuno-oncology therapy for triple-negative breast cancer and hopes to raise awareness about the aggressive cancer.
Full Story: FiercePharma (10/25) 
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ImpediMed's new campaign "Lymphedema Can't" aims to educate cancer patients and ease the fears of those undergoing treatment who are afraid of the fluid buildup caused by lymphedema. The campaign includes a landing page, a Facebook live event that was held earlier this month, and a symposium scheduled for this week.
Full Story: MM&M (10/26) 
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Trends, Research & Stats
US ad spending increased 10.2% during September compared to the same period last year, the US Ad Market Tracker from Standard Media Index shows, and digital rose from 48% of that market to 57%. Out-of-home ads also achieved 69% growth, while sports scheduling and the absence of a major election resulted in a 13% drop for TV.
Full Story: MediaPost Communications (free registration) (10/22) 
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Ads placed near "misaligned content" that's interruptive, such as some autonomous sensory meridian response and mukbang eating videos, decrease brand respect by 9% and trust by 6% compared with standard content that's not a good fit, according to a study conducted by Channel Factory and Magna. In addition, the study found consumers held brands more accountable for pre-roll ads.
Full Story: The Drum (free registration) (10/22) 
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Voices from the Inside
Fifty-one percent of physicians surveyed by Sermo said misinformation spread on social media is an obstacle when treating patients, particularly during the COVID-19 pandemic. They say "social media health literacy" should be taught in medical schools.
Full Story: MM&M (10/25) 
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Featured Content
This episode is brought to you by Wellframe
The post-pandemic telehealth opportunityTelehealth offers a unique way of closing gaps in care, addressing social needs, and meeting patients where they are. However, its value will only be realized when health plans leverage the value of primary care and serve as data integrators to forge connections across all modes of care. Listen to the podcast.

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    Interactive Ads & Technology
    Instagram has begun testing digital storefronts for its affiliate shops, prioritized partnership communications in dedicated inbox sections, and tools that let brands filter potential partners and creators target preferred companies. The platform has also made its branded Reels in-content ads available globally.
    Full Story: Adweek (10/22),  Engadget (10/22),  TechCrunch (tiered subscription model) (10/22) 
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    Facebook recorded a slight third quarter revenue drop, compared to Q2, which Chief Operating Officer Sheryl Sandberg attributes to Apple's recent privacy moves and plans to combat with new ways of measuring ads. Meanwhile, Facebook CEO Mark Zuckerberg announced plans to spend roughly $10 billion this year on its metaverse strategy and said the company is "retooling our teams to make serving young adults their North Star."
    Full Story: Ad Age (tiered subscription model) (10/25),  The Wall Street Journal (10/25),  Variety (10/25),  TechCrunch (tiered subscription model) (10/25) 
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    Policy Pulse
    Democrats are debating policy provisions as they seek a way forward this week for their stalled $3 trillion economic spending package after meeting with President Joe Biden over the weekend in an effort to reach an agreement. Among the sticking points is an effort by some Democrats to expand the scope of Medicare benefits to include dental, vision and hearing coverage -- an effort that Sen. Joe Manchin, D-W.Va., on Monday said he opposes.
    Full Story: The Washington Post (tiered subscription model) (10/25) 
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    Industry Insight
    Beth Ann Kaminkow, CEO of VMLY&R New York and global CEO of VMLY&R Commerce, talks in this podcast about commerce, helping clients with supply chain problems, "job pluralism" and talent. Kaminkow talks about the importance of attracting "new talent but constantly thinking about upskilling people who have been in the agency environment for a long time."
    Full Story: Campaign US (tiered subscription model) (10/21) 
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    Coalition News
    Challenges posed by translating real-world data (RWD) into a standard format that the U.S. Food and Drug Administration (FDA) can process, review and archive will be easier to overcome if sponsors provide detailed documentation of their data approach, according to a recently released draft guidance from the agency covering data standards for drug and biological products submissions containing RWD. The FDA is accepting comments on the draft guidance until Dec. 21. Read more.
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    Closing the Deal
    --Cristal Downing, Merck's chief communications and public affairs officer, in an interview with Fierce Pharma about "Uncovering TNBC," a new campaign about Black women and triple-negative breast cancer
    Full Story: FiercePharma (10/25) 
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