Behind Grey's new Health & Wellness launch | Ionis begins branding campaign | SmartBrief report focuses on landing page trends
May 21, 2019
SmartBrief for Health Care Marketers
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Agency Update
Behind Grey's new Health & Wellness launch
Grey Health & Wellness President Jason Kahner talks about the recent launch of the practice, which aims to transcend sector-only agency offerings. "Health and wellness is no longer a distinct, separate part of life," he says, noting that when the agency gets invited into health care requests for proposals, "we're hearing more than ever that they are searching for agencies with this broader purview."
Adweek (tiered subscription model) (5/17) 
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Ionis begins branding campaign
Ionis Pharmaceuticals has redesigned its logo and revamped its website as part of its new branding campaign. The 30-year-old company has two drugs on the market and is developing 40 others.
FiercePharma (5/17) 
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Trends, Research & Stats
Voices from the Inside
Social factors have more influence than health care on longevity
Social factors have more influence than health care on longevity
(Andreas Rentz/Getty Images)
A study published in the Annals of Family Medicine found that social and behavioral factors account for 16% to 65% of premature deaths in the US, while health care accounts for 5% to 15%. The findings suggest the US needs "more than medicine" to align the country's health outcomes with those of other wealthy nations, co-author Robert Kaplan said.
FierceHealthcare (5/20) 
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Interactive Ads & Technology
Google says it can help in "anticipatory marketing"
Google says it can help in "anticipatory marketing"
(Karen Bleier/AFP/Getty Images)
Google President Allan Thygesen recently shared the platform's plans to become a leader in "anticipatory marketing" by utilizing consumer data obtained through its myriad products and machine-learning algorithms, which will enable marketers to learn more about consumer intent and create promotional plans that "anticipate new opportunities for engaging customers," writes Udayan Bose. New types of ads, shopping platforms and privacy initiatives will make Google poised to capture a larger share of social media marketing spend, Bose predicts.
MediaPost Communications (5/20) 
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Advertisers unsure of Facebook's clear history tool effect
Facebook's recent move to give consumers the option of clearing their platform usage history and its deletion of third-party data is getting mixed reviews from advertisers, writes Garett Sloane. Some ad execs predict low usage among consumers and expect the Facebook move -- like the General Data Protection Regulation -- will have minimal impact on them, while others are concerned it will affect their ad views and campaign measurement abilities.
Ad Age (tiered subscription model) (5/17) 
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Twitter tests carousel ad format
Twitter tests carousel ad format
(Bethany Clarke/Getty Images)
Twitter is testing a carousel ad format that enables brands to add multiple, swipeable images to each individual app ad install promotion. Compared to past carousel ad tests, this version has a stronger visual presence and simpler design, which might be appealing to viewers, writes Andrew Hutchinson.
Social Media Today (5/18) 
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Brands shift to longer YouTube ads
Brands shift to longer YouTube ads
(Pixabay)
Fifteen-second ads continue to dominate YouTube by capturing 47% of ads from January 2018 to February 2019, according to MediaRadar, while 30-second spots increased to 24% of ads, year-over-year, and 6-second promos dropped to 16.5% of ads. The shift can be attributed to the fact that 15-second, nonskippable ads are only recently available in ad auctions and the popularity of long-form content, says MediaRadar CEO Todd Krizelman.
MediaPost Communications (5/17) 
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Policy Pulse
Industry Insight
Opinion: Brands need to take charge of brand safety oversight
Posting ads online that don't appear near unsavory content and avoiding brand safety issues is an ongoing issue for today's marketers and tactics such as utilizing third-party measurement, blacklists and whitelists have "defects," writes Ben Plomion. He suggests forming a specific brand safety strategy and hiring a full-time brand safety officer who is responsible for utilizing all available tools to maximize audience reach and brand security.
Adweek (tiered subscription model) (5/20) 
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Coalition News
Sharon Callahan: Coalition is "our voice in Washington"
Sharon Callahan: Coalition is "our voice in Washington"
Callahan
Coalition Executive Committee Member Sharon Callahan, CEO, TBWA\WorldHealth and chief client officer, Omnicom Health Group, described her many years as a member and the former chair -- and first woman chair -- of the Coalition for Healthcare Communication's executive committee in a May 15 podcast interview with Medical Marketing & Media's (MM&M's) Senior Editor Larry Dobrow. In the interview, Callahan explained the Coalition's role in responding to the Centers for Medicare & Medicaid Services' mandate that drugs' wholesale acquisition cost (WAC) be included in direct-to-consumer television ads, stating that "the Coalition is a really important organization, because it's our voice in Washington." Read more.
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Health care is necessary but not sufficient to improve population health or correct health inequities. Spending lavishly on health care will not solve the US health disadvantage.
Dr. Steven Woolf of Virginia Commonwealth University, commenting on a study that found behavioral and social factors have a greater influence on longevity than health care. Read more from FierceHealthcare.
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