The Scoop: 11.9.21

Sick of hearing about the metaverse? Between Meta and Microsoft’s battle “forcing” us into a literal virtual future, it seems Alphabet’s Isomorphic launch didn’t get the shout out it deserves. To us, this is one future we can get on board with! Isomorphic was launched with the objective of using AI to help further drug development. It will explore models that predict how a drug interacts with the body. The continued focus on companies to do good, be accessible and equitable and venture into health continues to grow and we’re here for it! ❤️

The Ultimate Gen Z App Snap Is All About Climate Sustainability 

We all can contribute to changing the course of our climate destiny — and for Snap, that means recognizing that more needs to be done to avoid climate change’s worst impacts. With a heavy Gen Z user base who are committed to combating climate change, Snap has pledged to go beyond net zero to carbon net negative by 2030, meaning they will remove more carbon than they are emitting. Cool, right? But how? Snap will join 200+ other businesses in signing The Climate Pledge and committing to regular reporting, carbon elimination and credible offsets. Even better? As part of their larger strategy, they are
committing to helping educate their Gen Z audience about the climate crisis and actions they can take, both through original content and augmented reality experience.

Sources: THE DRUM, SNAP NEWSROOM, THE CLIMATE PLEDGE, SOCIAL MEDIA TODAY

Always Read the Small Print: FTC Places Health, Wellness and Fitness Apps on Notice ⏱️

The FTC announced in September that the Health Breach Notification Rule, a rule that requires companies to notify the FTC about security breaches in identifiable health-related data, also applies to health apps and other health tech companies. The guidance was first issued in 2009, well before many popular health apps were even developed. While the FTC may consider data sharing a security breach, others see it as an integral way for companies to make money through apps. It’s still unclear what action will be required of health, wellness and fitness apps who share customer data, but if we had to guess, it could mean additional disclosure statements or consent from users to avoid the risk of hefty fines, depending on what kind of data is being shared.

Sources: DIGIDAY, DIGIDAY PODCAST, FTC.GOV

400,000 Missed Opportunities

Whether you’re a brand or agency team, now is the time to put the finishing touches on 2022 planning. If you’re like us, the planning process starts with data, followed by a reflection on the past year and an assessment of the appropriateness of our go-forward
strategy based on objectives and sometimes trends. HCPs, often one of our main audiences, in this recent report, practically begs pharma to pay more attention to PAs and NPs. “Why would anyone trying to market a product that both saves lives and makes money leave out over 400,000 people who can prescribe their product?” asks David Mittman, former president of the American Academy of Physician Assistants (AAPA). “Every PA and NP in America can prescribe, so why aren’t you marketing to the same degree to us as you are to doctors?” It’s a win-win for prescribers who want to ensure their patients receive the right prescription and pharma companies who want to ensure prescribers are aware of their products.

Sources: MEDDATA GROUP, MM+M

Pinterest & PayPal, is This a Match Made in Heaven?

Since October, rumors have swirled around PayPal’s possible $45 billion acquisition of Pinterest, Inc. The FinTech giant’s interest was said to leverage social media to become the next “super app,” — a one-stop shop for shopping and finance. “This is an attention economy and the attention that media captures is worth more to FinTech companies than it is to the investors of a pure-play media company right now,” noted Scott Galloway, Professor of Marketing, NYU Stern. Similarly, Shopify has intertwined itself within social media via native ad-buying functions on Facebook, Instagram and Snapchat, as well as in-app shopping experiences on TikTok. As social media continues to garner more attention and time from consumers, it’s likely more FinTech and e-commerce-based companies will look for opportunities to capitalize.

Sources: BLOOMBERG, PIVOT PODCAST, REUTERS, AD AGE, BETA KIT, SHOPIFY

In Other News… 

Is your proof-of-vaccination card too big to fit in your pocket? Stick it on your phone instead.

Best bot ever! This random restaurant bot account is the best thing on Twitter.

Just what meetings need: ads. Zoom is testing showing ads to free users.

In an effort to be more like TikTok: Instagram launches 'Add Yours' sticker to facilitate more engagement in Stories.

Contributing Writers & Editors: Nick Cardillo, Rebecca Holliday, Ricki Kahn, Lauren Fernández Meihls, Stephen O’Neil and Bre Thomlison

Real Chemistry’s The Scoop is brought to you by an editorial collective, featuring industry updates and insights from subject matter experts across social media, digital and influencer activation teams. 

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