Heartbeat’s Post

AD AGENCY COMPLICITY now comes at a cost. Late last week, NY Attorney General Letitia James secured a $250 million settlement from Publicis for its role in the opioid crisis. Quoting AG James's 2/1/24 press release: “For a decade, Publicis helped opioid manufacturers like Purdue Pharma convince doctors to overprescribe opioids, directly fueling the opioid crisis and causing the devastation of communities nationwide." "Publicis was responsible for creating advertisements and materials, such as pamphlets and brochures, that promoted OxyContin as safe and unable to be abused, even though this claim was not true." "Publicis conspired with McKinsey & Company, Inc. and Practice Fusion, Inc. to push false and deceptive strategies to increase Purdue’s opioid sales." "Publicis implemented Purdue Pharma’s predatory 'Evolve to Excellence' scheme, developed by McKinsey, which targeted the doctors who prescribed the most OxyContin and flooded them with sales calls and marketing. These doctors would receive an increasing barrage of messaging touting the 'abuse-deterrent' aspects of OxyContin and the so-called benefits of increasing patients’ dosages, often unnecessarily." "This and other Publicis strategies were designed to deceptively expand the usage of opioids at higher doses for longer periods of time by more patients, regardless of whether some of those patients were not medically appropriate candidates for long-term opioid therapy." (See link to AG James's press release in comments below.) #Ethics #EthicsMatter #AdvertisingEthics #HealthcareMarketing #SustainableMarketing

Media spending is on the rise this year, according to our H2 Pharmaceutical and Healthcare Market Report. 📈 70% of health industry marketers plan to boost #AdSpend on social media, #CTV, and digital/display media while print and linear TV are holding steady. 📺 📰 Read more on Street Fight and get exclusive commentary from our CMO Aaron Goldman. #MediaoceanReport #MarketTrends #OminichannelAdvertising https://loom.ly/dSdjiVc

⭐ CASE STUDY ⭐ Boehringer Ingelheim is a leading global pharmaceutical company, and was looking to boost awareness and sales for a pet antiparasitic product it was launching under its Frontpro banner, a product called Frontpro Antiparasitic. 🐾 Looking to promote its new product and drive in-store traffic to retail stockists, it launched a #pDOOH campaign across key cities in Spain. 🏙️ The company is the first to launch a non-prescription oral antiparasitic, and so wanted to measure the impact of its #DOOH ads on awareness, brand image, and purchase consideration. They therefore enlisted the help of Broadsign and Happydemics to conduct a brand lift study. 🚀 THE STRATEGY♟️ ▪️ The #pDOOH campaign was launched with agency partner OMD EMEA in Spain and #OOH experts Broadsign. It targeted dog lovers in Madrid, Barcelona, Valencia, Sevilla, and other cities. Working with The Trade Desk DSP, the campaign included additional channels like TV, radio, digital, and CTV to create an immersive experience. ▪️ Combining static and digital creatives, the #OOH ads also included QR codes to encourage audiences to interact with the content. ▪️ Shopping malls and outdoor screens were selected within a certain radius of pet stores stocking Frontpro Antiparasitic to drive traffic. Check out the complete case study to see all the results from the campaign! 👇 #pDOOH #programmatic #DOOH #OOH 

Join us for an exclusive webinar featuring industry expert Ryan Hunter, Chief Revenue Officer of Spherex, as we dive into the world of cannabis brand and product development. Learn how to navigate market trends, adapt to economic influences, and create products that resonate with your target audience. Ryan will share insider tips on crafting compelling brand narratives, mapping out the customer journey, and utilizing the fighter brand strategy to protect and grow your market share. During our 60-minute session, you’ll uncover: • Effective techniques for building and maintaining a strong cannabis brand. • How to pivot your product offerings in response to market changes. • The secrets behind successful fighter brands and how to implement this strategy without cannibalizing your main brand. • Comprehensive brand marketing strategies tailored for each stage of the customer journey. Attendees will leave with practical strategies to enhance brand awareness, drive customer loyalty, and achieve sustainable growth in the competitive cannabis industry. Join us and take the first step towards transforming your cannabis brand today. Let's strategize about your business: https://lnkd.in/gt8BJQuB #MediaJel #webinar #cannabis #cannabisbranddevelopment #cannabisbrands #cannabismarketing

In honor of the Google trial starting today, we admit 'you should be buying more out-of-home' into evidence. My latest piece about how signal deprecation creates yet another great reason for Pharma & OTC marketers to diversify more spend into OOH. Accretive DPAA OAAA National Association of Chain Drug Stores (NACDS) #helpingbrandswin #datadrivenDOOH

As a healthcare provider on the South Side of Chicago, I have had the opportunity to reflect on the opioid crisis in our country. Many families have tragically lost loved ones to this epidemic. According to the U.S. Department of Health and Human Services, almost 75% of drug overdose deaths in 2020 involved opioids. As marketers and consultants, we need to be mindful of the projects we undertake. Do they align with our current values? It is fascinating to witness an advertising agency paying a settlement for contributing to the fueling of the opioid crisis. Highlight of the article: The attorney general’s office alleged that Publicis Health “was responsible for creating advertisements and materials…that promoted OxyContin as safe and unable to be abused” in campaigns that it developed with Purdue between 2010 and 2019. At the center of the complaint is Purdue’s “Evolve to Excellence” campaign, developed by McKinsey & Company and implemented by Publicis, according to the AG’s statement, which alleges that it “targeted the doctors who prescribed the most OxyContin and flooded them with sales calls and marketing.” McKinsey previously agreed to a $573 million settlement in 2021 over its work marketing opioids for pharmaceutical companies including Purdue. Sounds like an ethical pitfall.. Many risks can be avoided by proactively clarifying the goals of the job and how they will be accomplished. #healthcare #marketing #healthcaremarketing

As the essence of 420 evolves beyond sales-driven campaigns, it's time to embrace a new era of celebration. With the holiday quickly approaching, here are some of my thoughts on how the industry can spark meaningful connection and nurture lasting connections with consumers this year 🌿 #420planning #cannabismarketing #cannabisretail Read the blog here: https://lnkd.in/giYW9fRm

When it comes to brand building in self-care…we need to think outside the category…outside of our comfort zones. Curating eye-catching ads peppered with product benefits, not to mention the typical before/after shot… just isn’t good enough anymore. Effective brand building means breaking through the clutter, catching people’s attention. We need to form trust and resonance. We have a big responsibility in self-care…we have the power to put people in the driving seat of their health. By understanding what their body & mind needs, people can feel empowered to act on it with the right products at the right time. Creativity and breakthrough brand building gives us the platform to make this happen.  It was great to speak with The Drum on how we are doing just that and embedding Crazy Elevated Creativity across Sanofi Consumer Healthcare. 👇

🚨 Attention all advertising agencies and drug/device companies! A landmark settlement has just changed the game in pharma and device marketing. 🚨 In an unprecedented move, Publicis Groupe, a titan in the advertising industry, has agreed to a $350 million settlement over its role in promoting opioid medications. This case, led by New York Attorney General Letitia James, marks a significant moment as it highlights the responsibility of advertising firms in the opioid crisis. It's not every day that an advertising agency faces such direct accountability for its part in a public health issue. This settlement serves as a critical wake-up call for advertising agencies. The message is clear: compliance with pharma and device advertising regulations is not optional. To navigate this complex landscape, agencies must ensure their promotional strategies are not only effective but also fully compliant with legal standards. This involves a deep understanding of the regulations governing drug and device promotions, a commitment to ethical marketing practices, and a proactive approach to compliance. Now more than ever, it's crucial for agencies and their clients in the drug and device sectors to consult with FDA regulatory and compliance attorneys such as at the Kulkarni Law Firm, P.C.. I can provide the guidance needed to help avoid the pitfalls that Publicis Groupe encountered. You will need expertise in navigating the regulatory environment, ensuring that marketing campaigns are both impactful and compliant. Don't let your company be the next headline – reach out to a compliance expert today to safeguard your promotional strategies and uphold your commitment to public health. https://lnkd.in/gBS6Ypei #advertisingagency #drugcompanies #medicaldevices #healthcaremarketing #compliance #opioidepidemic #opioidcrisisawareness #darshantalks #KLF