McCann Health uses coffee to talk "Parkinscents" | Terry Bradshaw featured in Pfizer's pneumonia awareness ads | FIG shows children need "Incredibly Different Care"
October 4, 2019
SmartBrief for Health Care Marketers
Agency Update
McCann Health uses coffee to talk "Parkinscents"
McCann Health uses coffee to talk "Parkinscents"
(McCann Worldgroup/YouTube)
McCann Health New York raised awareness that a loss in sense of smell is one of the early indicators of Parkinson's disease by partnering with coffee shops across the US on National Coffee Day with creative messaging featured on lids, sleeves and posters. A short film showcases the "Parkinscents" initiative, and Chief Creative Officer June Laffey says, "This is a simple, but effective idea that has the power to help with earlier diagnosis of a terrible, progressive disease like Parkinson's."
Campaign US (tiered subscription model) (10/2) 
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Terry Bradshaw featured in Pfizer's pneumonia awareness ads
Pro Football Hall of Fame quarterback Terry Bradshaw is featured in the latest pneumonia awareness campaign from Pfizer. Bradshaw, 71, says he doesn't want anything -- including pneumonia -- keeping him from fulfilling his bucket list.
FiercePharma (10/3) 
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FIG shows children need "Incredibly Different Care"
FIG shows children need "Incredibly Different Care"
(Children's Hospital Colorado/YouTube)
FIG's campaign for the Children's Hospital Colorado, "Incredibly Different Care," features a series of spots that show children explaining how their bodies work differently and that's why their parents should take them to hospitals specializing in pediatric care. The push features TV, online video, display, print, digital audio, paid social and out-of-home advertising.
The Drum (free registration) (10/3) 
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Trends, Research & Stats
Voices from the Inside
CIO survey highlights top barriers to digital health efforts
A survey of College of Healthcare Information Management Executives members found that issues with sponsorship and leadership such as lack of resources and funding were the biggest barriers faced by health care systems in their digital health initiatives. Researchers polled 52 hospitals and their CIOs and found 40.4% of CIOs think enterprise EHR vendors will play a significant role in their health system's digital health transformation over the next two years.
HIT Consultant (10/3) 
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Interactive Ads & Technology
Taboola to acquire Outbrain to compete with top social platforms
Digital advertising and content recommendation platform Taboola plans to purchase competitor Outbrain, giving the new entity a combined monthly reach of 2 billion people and the intention to take on powerhouses Facebook and Google. ADmantX's Nick Welch cautions that, since neither are "particularly known for their premium or 'quality' headlines," the new company will have to "adapt" to publishers and brands' brand safety sensitivities.
The Drum (free registration) (10/3),  CNBC (10/3),  The Wall Street Journal (tiered subscription model) (10/3),  MediaPost Communications (10/3) 
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Facebook gets conversational with Messenger tie-in
Consumers will be able to communicate with brands via the Messenger app when they "swipe up" on ads in Stories in Facebook, Instagram and Messenger. "We know that when businesses place ads across a range of surfaces, including News Feed and Stories, it leads to an increase in conversions," writes Facebook's Mohit Rajani in a blog post, adding, "This particular trend holds when businesses add multiple Stories placements to their campaigns, as well. "
Marketing Land (10/1),  Adweek (tiered subscription model) (10/1) 
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Policy Pulse
Industry Insight
Report: Showing diverse cultures, demographics in ads pays off
Brands that portrayed the most cultural and demographic groups in ad campaigns saw an average stock increase of 44% in a seven-quarter period, and businesses with the highest diversity scores yielded an 83% higher consumer preference, according to agency Heat research. The study also revealed that while women are portrayed in primary roles, they are often as stereotypical moms or wives, and few ads had LGBTQ+ representation.
Marketing Dive (10/2) 
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Coalition News
FDA foreign inspections increase as pressures rise for drug importation options
FDA's leadership has traditionally held that the importation of foreign medicines is illegal and may pose safety risks to American patients; that stance appears to be in conflict with the Trump administration and others who believe importation can help lower prescription drug costs. Now, the agency is increasing foreign inspections, which could be an indicator that the agency is under pressure to bend a bit on this issue. "Congress, the Trump administration, some Democratic presidential candidates, and state legislatures are giving increased attention to the importation of drugs as a way to lower health care costs," noted Coalition for Healthcare Communication Executive Director Jon Bigelow. "One of the key objections has been the difficulty of confirming the quality and safety of imported drugs." Read more.
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Who would have thought that a cup of coffee could not just help you wake up but serve as a life-changing wake-up call?
June Laffey, chief creative officer at McCann Health New York, whose agency partnered with coffee shops throughout the US on National Coffee Day for its Parkinson's disease awareness campaign, called "Parkinscents." Read more from Campaign US.
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