FDA Policy/General

‘Bumper Ads’ Can Help Recall: CMI

Healthcare media resource CMI says that Google “bumper ads” placed before YouTube videos “can go a long way for brand recall if executed strategically.” The six-second videos that can’t be stopped early drove 30% higher ad recall than in-stream ads, according to Google statistics cited by CMI in an online post.w

Three main uses for bumper ads, CMI says, are to tease a new product or clinical trial, amplify awareness of an existing product, or echo another promotion.

The analysis includes a case study on a CMI bumper ad campaign to promote a virtual event for a client as one of the first healthcare brands to pilot the ad format. The company says the promotion successfully drove over 440,000 impressions with a $10 cost per impression over two days. Since bumper ads are geared to mobile users, it says, over 84% of the impressions appeared on mobile and tablet devices.

“As with all campaigns,” the post concludes, “we recommend a strategic approach when launching a bumper ads campaign….. Additionally, we would recommend running bumper ads for a prolonged timeframe in order to apply learnings and make optimizations throughout the duration of the campaign. Optimally, a bumper ad would be in conjunction with a :30 ad to reinforce the message, per Goggle’s findings.”

Gupta Raises Concerns About Overton’s Independence, Ideology

FDA commissioner nominee Heidi Overton’s responses on vaccines, contraception and abortion medication during her 9/24 Senate confirmation hearing raise concerns that ideology could influence her decision-making if she takes over the agency, MSNBC senior medical analyst Dr. Vin Gupta said Friday. Gupta was particularly critical of Overton’

Overton Confirmation Remains Uncertain After Senate Hearing

FDA commissioner nominee Heidi Overton emerged from her Senate confirmation hearing Thursday (see earlier story) without resolving questions about whether she has enough Republican support to advance — and with a rapidly narrowing window for confirmation before the midterm elections. The Senate Health, Education, Labor and Pensions Committee hearing provided few

FDA Classifies Boston Scientific Imager II Catheter Recall as Class I

FDA has classified Boston Scientific's recall of its Imager II Angiographic Catheters as Class I because a manufacturing problem could cause catheter tips to degrade and detach, potentially resulting in life-threatening complications. The agency announced the Class I classification 9/25, updating an Early Alert it issued

FDA Approves Gazyva for Childhood-Onset Idiopathic Nephrotic Syndrome

FDA has approved Roche’s Gazyva (obinutuzumab) for reducing the risk of relapse in adults and children aged 2 and older with frequently relapsing or steroid-dependent, childhood-onset idiopathic nephrotic syndrome who are in remission. The expanded approval covers the use of the CD20-directed antibody beyond its existing

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Gupta Raises Concerns About Overton’s Independence, Ideology

Overton Confirmation Remains Uncertain After Senate Hearing

FDA Classifies Boston Scientific Imager II Catheter Recall as Class I

FDA Approves Gazyva for Childhood-Onset Idiopathic Nephrotic Syndrome