Healthcare Marketing Daily
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We’ve applied the expertise gained from producing briefings for over 30 leading medical associations, and from executing advertising campaigns for hundreds of leading healthcare companies, to bring you stories about healthcare marketers who are delivering results for their brands and clients. You’ll also find influential and exciting stories about innovations from the broader world of marketing and advertising.
July 29, 2021
Today's Top News
FDA Approves First Interchangeable Biosimilar In US
The AP (7/28,
Regulatory Focus (7/28, Oakes) reports acting FDA commissioner Janet Woodcock said, “This is a momentous day for people who rely daily on insulin for treatment of diabetes, as biosimilar and interchangeable biosimilar products have the potential to greatly reduce health care costs. ... Today’s approval of the first interchangeable biosimilar product furthers FDA’s longstanding commitment to support a competitive marketplace for biological products and ultimately empowers patients by helping to increase access to safe, effective and high-quality medications at potentially lower cost.”
Media, Marketing & Comms
Pharma Wants To Avoid Relying On Last-Click Attribution After Cookie Phase Out
Opinion: Transparency Becomes Essential For Pharma Marketers
Forbes (7/28, Jain) Councils Member Harshit Jain, founder and CEO of Doceree, “the first global network of physician-only platforms for programmatic marketing,” writes that “as healthcare and pharmaceutical brands have embraced digital marketing initiatives during the pandemic, transparency has been essential for marketers in the industry.” Jain says that “the adoption of digital communications forced technology companies to be upfront about the marketing solutions their partners use.” Jain argues, “When transparency exists regarding the physician reach and engagement rates, programmatic efforts can usher in more advanced technologies that better equip brands to implement successful marketing practices.” In terms of why transparency is essential, Jain discusses visibility on real-time campaign metrics, comprehension of data gained via AI technologies, the need to deliver genuine results, how marketing messages elevate medical education, and the need to build trust to shape the future digital landscape.
More Energy, More Spend In Digital Marketing Coming Out Of Pandemic
Ad Age (7/28,
Shutterstock Launches AI Subsidiary Developing Marketing Predictive Capabilities
AI Business (7/28,
Social Media Updates
YouTube’s Revenue “Smashed” Expectations
Pharma & Healthcare
Telehealth Growth Substantial And Sustained, McKinsey Report Says
Medical Marketing & Media (7/27,
Online Misinformation About Cancer Is Common, Researchers Say
HealthDay (7/28, Mann) reports that a new study “finds that one-third of the most popular articles on social media about treatment for common cancers contains misinformation – and most of it can be downright dangerous.” The findings “were recently published in the Journal of the National Cancer Institute.” Dr. S. Vincent Rajkumar, a professor of medicine at the Mayo Clinic, said, “For medical advice, however, it’s always better to rely on your physician, an academic center, or a government organization like the National Institutes of Health.”
Opinion: Machine Learning Can Unlock Emotional Intelligence In Healthcare
In an article for MedCity News (7/28), Christina Speck, Head of Advocacy & Engagement at Optum and the Founder of Innovation Hacks, discusses the need to harness machine learning to enhance emotional intelligence in healthcare. She explains, “Emotional AI now refers to the many ways in which machines can interpret our thoughts and emotions and assign values to a smile, a frown or a perplexed eyebrow.” This technology “has broad applications across mental health, remote monitoring and telehealth.” As an example, in mental health, Speck says “emotional AI can help to decode and predict varying degrees of patient depression.”
Policy & Reform
Opinion: Healthcare Reforms Should Focus On Improving Drug Pricing Models
Forbes (7/28, Srinivas) Councils Member Kumar Srinivas, CTO for the health plan group at NTT DATA, discusses the need to reform drug pricing practices in healthcare. Srinivas explains that “drug prices today are often the result of massive, complex agreements between insurers, hospitals, pharmaceutical manufacturers, and pharmacy benefits managers.” Srinivas criticizes that “all these critical stakeholders are operating in a legacy framework with little acknowledgment that the possibilities exist to disrupt how drug prices are set.” Considering this complexity and opacity, Srinivas says “it’s time to consider some disruptive, market-based solutions to bring some transparency and standardization to setting drug prices.” Srinivas outlines several “ways to bring a more consumer-oriented approach to drug pricing,” namely “improved quality and pricing models that reflect drug efficacy” along with quality scoring.
Non-Profit Recommends Consumer-Focused Pharmaceutical Supply Chain Reforms
Drug Store News (7/28) reports, “The US pharmaceutical supply chain must be remodeled to address long-standing conflicts and achieve a delivery model marked by transparency, affordability and access, a multistakeholder working committee created by Business Group on Health recently recommended to industry leaders and government regulators.” This committee, made up from “employers, health plans, pharmacy benefit managers, pharmaceutical manufacturers, health systems, consultants, retailers, wholesalers and other stakeholders, worked to develop consensus-driven, disruptive solutions for a more patient-centered and financially sustainable pharmaceutical ecosystem.” The group’s recommendation “is officially known as the Pharmaceutical Supply Chain Leadership Forum,” which has agreed upon the following key tenets: convenient access to affordable drugs and information on alternatives, financial incentives across the supply chain prioritizing the lowest-cost options when clinical outcomes are similar, elimination of conflicts of interest, drug price benchmarks set by transparent and independent third parties, cost-effectiveness analyses validated by real-world data, and legislation to increase competition within the pharmaceutical market.