Mar­ket­ingRx roundup: Bio­haven study links mi­graine and men­tal health; B+L bows Tik­Tok chal­lenge

02 Aug 2022
endpts.com
Bio­haven and the Amer­i­can Mi­graine Foun­da­tion are link­ing mi­graine to men­tal health in a new study. Eighty-four per­cent of peo­ple who suf­fer from mi­graines and 92% of doc­tors who treat them say wors­en­ing mi­graines lead to de­clines in men­tal health. While that may not be sur­pris­ing — chron­ic pain of­ten im­pacts men­tal well-be­ing — the study al­so found un­ex­pect­ed dis­con­nects be­tween the pa­tients with mi­graine and the HCPs who treat them.
Mar­ket­ingRx roundup: Bio­haven study links mi­graine and men­tal health; B+L bows Tik­Tok chal­lenge
Preview
Source: Endpts
Lar­ry New­man
While two-thirds of pa­tients be­lieve it’s im­por­tant to dis­cuss men­tal health with their doc­tors, about 60% say they have to raise the top­ic them­selves. Mean­while, 70% of HCPs said they of­ten, if not al­ways, ask pa­tients about men­tal health.
HCPS al­so un­der­es­ti­mat­ed the per­cent­age of pa­tients with de­pres­sion and anx­i­ety dis­or­ders, the re­search found. Pa­tients self-re­port­ed di­ag­nosed de­pres­sion among 57% and anx­i­ety among 50% of them, while doc­tors es­ti­mat­ed de­pres­sion oc­curs in 29% of pa­tients and anx­i­ety in 30%.
“Clos­ing the gaps in com­mu­ni­ca­tion be­tween health­care pro­fes­sion­als and their pa­tients can help im­prove mi­graine and men­tal health man­age­ment,” said Lar­ry New­man, pro­fes­sor of neu­rol­o­gy at NYU Gross­man School of Med­i­cine and chair of the mi­graine foun­da­tion.
Bausch + Lomb in­tro­duces Tik­Tok dance chal­lenge for Lu­mi­fy eye drops
Eye­care brand Bausch + Lomb is ask­ing peo­ple to dance with their eyes in a new Tik­Tok chal­lenge for its Lu­mi­fy OTC brand to treat eye red­ness. To en­ter the com­pe­ti­tion run­ning through the end of Au­gust, con­sumers need to film a video of their eyes danc­ing to a Lu­mi­fy song — lyrics in­clude “Lu­mi­fy, Lu­mi­fy, drop, drop, drop, drop” — and post it on Tik­Tok. Bausch + Lomb en­list­ed well-known so­cial me­dia in­flu­encers to go first in a post on Tik­Tok to kick off the chal­lenge.
Along with the “dance” chal­lenge cam­paign, Bausch + Lomb is un­der­tak­ing a na­tion­al sam­pling tour every week­end in Au­gust to four cities — Chica­go, Dal­las, Los An­ge­les and New York. And they’re tak­ing the Lu­mi­fy brand­ed tiny home to each one to of­fer re­fresh­ments, make­up ses­sions and in­flu­encer meet and greets along with free sam­ples of the drops.
Drug ad claims dis­put­ed by Kaiser Health and Politi­co
A new po­lit­i­cal ad from a con­ser­v­a­tive group called Amer­i­can Com­mit­ment, and fund­ed in part by phar­ma trade group PhRMA, has been rat­ed “false” in a re­port from Kaiser Health News and Poli­ti­fact. KHN re­port­ed the group re­ceived $505,000 from PhRMA in the 2020 elec­tion cy­cle ac­cord­ing to the Open Se­crets data­base.
The re­cent TV ad claims Sen. Joe Manchin (D-WV) and AARP sup­port leg­is­la­tion that would drain “bil­lions in funds” from Medicare, KHN said.
Amer­i­can Com­mit­ment did not re­spond to KHN’s re­quest for com­ment in­stead, its CEO went on Twit­ter, tagged the KHN re­porter and post­ed her in­quiry, call­ing her ques­tion re­fer­ring to price ne­go­ti­a­tions “dis­hon­est.”
Both Manchin and AARP dis­put­ed the ad, with Manchin’s com­mu­ni­ca­tions di­rec­tor telling KHN, “This ad fund­ed by Big Phar­ma is bla­tant­ly ly­ing about Sen. Manchin’s record.”
GSK con­sumer spin­off Ha­le­on brand Nicorette en­cour­ages smok­ers to take mu­sic breaks in­stead
One of Ha­le­on’s first ad cam­paigns as an in­de­pen­dent con­sumer health­care com­pa­ny launched last week to quit smok­ing with OTC med Nicorette. The “Smoke­Less Break Beats” cam­paign looks to flip the script on tra­di­tion­al smoke breaks and turn them in­to sooth­ing mu­sic breaks.
Ha­le­on part­nered with Berklee Mu­sic and Health In­sti­tute stu­dents and fac­ul­ty to de­sign eight orig­i­nal mu­sic tracks and use sci­en­tif­ic re­search about smok­ing ad­dic­tion in do­ing so.
The playlist is free on Spo­ti­fy and Ha­le­on hopes smok­ers will down­load and play in re­plac­ing the av­er­age of three 15-minute breaks smok­ers take dai­ly.
Google de­lays third-par­ty cook­ie re­tire­ment — again
Google is once again de­lay­ing the phase-out of third-par­ty cook­ies, this time mov­ing the change from 2023 back to 2024. Google pri­va­cy chief An­tho­ny Chavez said in a blog post last week that ad­ver­tis­ers need more time. The dis­abling of third-par­ty cook­ies — a long­time tar­get­ing method for brands in­clud­ing phar­ma — means brands will have to re­ly more on first-par­ty con­nec­tions and so-called cook­ie­less so­lu­tions such as con­tex­tu­al ad­ver­tis­ing.
Ogilvy Health taps new client leader
Mar­ket­ingRx roundup: Bio­haven study links mi­graine and men­tal health; B+L bows Tik­Tok chal­lenge
Preview
Source: Endpts
Tyler Mon­tague
In­dus­try vet­er­an Tyler Mon­tague is join­ing Ogilvy Health as ex­ec­u­tive VP and client leader. He will al­so serve on the agency’s ex­ec­u­tive lead­er­ship team, re­port­ing di­rect­ly to Ogilvy Health glob­al CEO Kim John­son.
Mon­tague joins from OptiBrand Rx, pre­vi­ous­ly hold­ing client and ac­count roles at Saatchi & Saatchi Well­ness, Grey Group and Deutsch. Mon­tague al­so led the cam­paign de­vel­op­ment of sev­er­al no­table phar­ma brands in­clud­ing Hu­mi­ra, Cialis and Lip­i­tor.
John­son said in a press re­lease, “Tyler has a strong foun­da­tion in dri­ving health brand and cus­tomer ex­pe­ri­ence in­te­gra­tion by lever­ag­ing in­sight and cre­ativ­i­ty to pro­duce bet­ter out­comes for clients’ busi­ness­es.”
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