<p><em>Welcome to </em><a href="http://newsletter.businessinsider.com/join/4np/dispensed-daily"><em>Business Insider</em></a><em>'</em><a href="http://newsletter.businessinsider.com/join/4np/dispensed-daily"><em>s daily healthcare newsletter</em></a><em>, your daily dose of pharma, biotech, and <keyword id="6354525" type="UNKNOWN" weightage="100" keywordseo="healthcare">healthcare</keyword> news. </em><a href="http://newsletter.businessinsider.com/join/4np/dispensed-daily"><em>Subscribe here to get this newsletter in your inbox every weekday.</em></a></p><p>Hello,</p><p>Today in healthcare news: <a href="https://www.businessinsider.com/pitch-deck-thirty-madison-earns-47-million-investment-from-jj-2020-10">The pitch deck that convinced J&amp;J to bet on a new kind of healthcare company</a>, <a href="https://www.businessinsider.com/covid-19-vaccine-pfizer-fda-authorization-november-2020-10">Pfizer plans to submit its vaccine in November for emergency authorization if it works</a>, and <a href="https://www.businessinsider.com/coronavirus-treatment-gileads-remdesivir-clinical-testing-timeline-2020-3">an inside look at how Gilead developed remdesivir, a drug that now faces questions about how effective it is in treating COVID-19. </a></p><p><a href="https://www.businessinsider.com/pitch-deck-thirty-madison-earns-47-million-investment-from-jj-2020-10"><div type="image" title="Demetri (L) _ Steven (R)" height="2416" width="3221" msid="78750795" hostid="261"></div></a></p><h3><a href="https://www.businessinsider.com/pitch-deck-thirty-madison-earns-47-million-investment-from-jj-2020-10">See the pitch deck 2 former Googlers used to raise $47 million and convince Johnson &amp; Johnson to bet on the hottest part of healthcare</a></h3><ul><li><keyword id="10134203" type="UNKNOWN" weightage="60" keywordseo="thirty-madison">Thirty Madison</keyword> in August raised $47 million from investors including Johnson &amp; Johnson Innovation.</li><li>The two-year-old startup treats conditions like migraines with three distinct companies: Cove, Evens, and Keeps.</li><li><a href="https://www.businessinsider.com/pitch-deck-thirty-madison-earns-47-million-investment-from-jj-2020-10">Thirty Madison's business has shot up because of the pandemic, but also deep-seeded issues in the US healthcare system.</a></li></ul><p><strong><a href="https://www.businessinsider.com/pitch-deck-thirty-madison-earns-47-million-investment-from-jj-2020-10">Read the full story from Blake Dodge here&gt;&gt;</a></strong></p><p><a href="https://www.businessinsider.com/covid-19-vaccine-pfizer-fda-authorization-november-2020-10"><div type="image" title="Jab injection vaccine" height="3840" width="5119" msid="78750798" hostid="261"></div></a></p><h3><a href="https://www.businessinsider.com/covid-19-vaccine-pfizer-fda-authorization-november-2020-10">Pfizer plans to submit its COVID-19 vaccine for FDA authorization in late November — if human trials show it works</a></h3><ul><li><keyword id="44612" type="CITY" weightage="60" keywordseo="Pfizer">Pfizer</keyword> and its German partner BioNTech could apply for emergency-use authorization for their COVID-19 vaccine in late November, Pfizer said Friday.</li><li>The companies would submit their application to the Food and Drug Administration in the third week of November if late-stage human trials go well, Pfizer said.</li><li>This is the most concrete time frame a leading vaccine developer in the West has given for an emergency-use-authorization application.</li><li><a href="https://www.businessinsider.com/covid-19-vaccine-pfizer-fda-authorization-november-2020-10">Pfizer's announcement indicates there is no chance its vaccine will be authorized for use before the US election on November 3.</a></li></ul><p><strong><a href="https://www.businessinsider.com/covid-19-vaccine-pfizer-fda-authorization-november-2020-10">Read the full story from Grace Dean here&gt;&gt;</a></strong></p><h3><a href="https://www.businessinsider.com/coronavirus-treatment-gileads-remdesivir-clinical-testing-timeline-2020-3"><div type="image" title="Gilead Sciences Coronavirus Remdesivir Biotech Lab" height="1600" width="2133" msid="78750810" hostid="261"></div></a></h3><h3><a href="https://www.businessinsider.com/coronavirus-treatment-gileads-remdesivir-clinical-testing-timeline-2020-3">Here's how the biotech giant Gilead created the leading coronavirus drug remdesivir, which now faces questions over its effectiveness at treating COVID-19</a></h3><ul><li><keyword id="8775508" type="UNKNOWN" weightage="60" keywordseo="remdesivir">Remdesivir</keyword> is an experimental drug that became the leading <keyword id="1754604" type="PERSON" weightage="60" keywordseo="coronavirus">coronavirus</keyword> treatment option, after previously failing as an Ebola therapy.</li><li>President Donald Trump received the antiviral as part of his COVID-19 care, as have thousands of hospitalized coronavirus patients.</li><li><a href="https://www.businessinsider.com/coronavirus-treatment-gileads-remdesivir-clinical-testing-timeline-2020-3">But the drug faces questions about whether or not it actually helps patients. A massive trial run by the World Health Organization found it didn't reduce mortality, ventilator use, or shorten hospitalizations. </a></li></ul><p><strong><a href="https://www.businessinsider.com/coronavirus-treatment-gileads-remdesivir-clinical-testing-timeline-2020-3">Read the full story here&gt;&gt;</a></strong></p><p><strong>More stories we're reading: </strong></p><ul><li><a href="https://www.businessinsider.com/coronavirus-vaccine-timeline-what-to-watch-leading-research-2020-3">Pfizer and Moderna are neck-and-neck in the race to deliver the first effective coronavirus vaccine. Here's everything we know about the timeline and when you might be able to get a shot.</a> (Business Insider)</li><li><a href="https://www.propublica.org/article/inside-the-fall-of-the-cdc">Insider the fall of the CDC (Come for all the concerning details, stay for the drama around trying to get a dog into the US)</a> (ProPublica)</li><li><a href="https://www.businessinsider.com/companies-making-fast-home-coronavirus-tests-sherlock-mammoth-e25-2020-10">Meet the 11 companies racing to make a COVID-19 test that's as quick and easy to take as a pregnancy test</a> (Business Insider)</li><li><a href="https://www.propublica.org/article/who-decides-when-vaccine-studies-are-done-internal-documents-show-fauci-plays-a-key-role">Meet the people in charge of deciding when key vaccine trials are done</a> (ProPublica) </li></ul><p><a href="http://newsletter.businessinsider.com/join/4np/newsletter.businessinsider.com/join/4np/insider-healthcare">Subscribe to this newsletter here. </a></p><p>- Lydia</p>

See the pitch deck a healthcare startup founded by 2 ex-Googlers used to raise $47 million

<p><table class="image-container float_right click-to-enlarge" width="200"><tr><td><div class="image"><a title_source="via Coca Cola" title_caption="" class="zoomin" href="http://static4.businessinsider.com/image/50fefbb06bb3f7bf0e000010-960/polar-bears-coke.jpg"><span class="click-to-enlarge-icon" title="Click to enlarge"></span><img src="http://static4.businessinsider.com/image/50fefbb06bb3f7bf0e000010-400/polar-bears-coke.jpg" border="0" alt="polar bears coke" /></a></div><p class="source">via Coca Cola</p></td></tr></table><keyword id="6391475" type="CITY" weightage="60" keywordseo="Coca-Cola">Coca-Cola</keyword> is ditching one of its most unexpectedly successful marketing endeavors of last year: The <a href="http://www.businessinsider.com/coca-cola-reveals-its-incredibly-social-super-bowl-ad-2013-1">polar bears are getting the boot this Super Bowl.</a></p>
<p>In addition to starring in Coke's in-game ads, the <a href="http://www.businessinsider.com/coca-colas-super-bowl-social-media-touchdown-polar-bears-will-watch-react-to-game-and-ads-live-2012-1">bears also stole the second screen with the "Polar Bowl"</a> — in which viewers tuned in to see the rival bears' live reactions to the game. The live stream raked 9 million people who spent an average of 28 minutes on the site.</p>
<p>"That's 56 thirty-second commercials," Coke's SVP of integrated content Pio Schunker said in a press conference today. "[The bears] were as close to a sure thing as we had."</p>
<p>So why is the company abandoning a winning strategy for this year's Super Bowl campaign?</p>
<p>"We inherently just wanted to avoid the trap door of doing a sequel where the follow-up is only a pale comparison to the original," Schunker said. "Anyone who's watched Jaws 2 knows what I'm talking about."</p>
<p>So instead, Coca-Cola is gamefying the ad with a competition between bikers, showgirls, and cowboys to get a <a href="http://www.businessinsider.com/coca-cola-reveals-its-incredibly-social-super-bowl-ad-2013-1">giant Coke in the middle of the desert</a>. Consumers will be able to use Facebook, Twitter, Instagram, Tumblr, and any other social media network they can come up with to interact with the characters and sabotage their least favorite team. The winner will be revealed at the end of the game.</p>
<p>This will help improve upon the three things that didn't work during the "Polar Bowl" last year.</p>
<p>1. Last year's spot involved passive engagement — you watch the polar bears as they watch the game — as opposed to active participation.</p>
<p>2. Last year's social media playback was limited. Now new content is being created that is specific to each different social media platform.</p>
<p>3. There will be more engagement with fans before, during, and after the game. "We didn't' thank them for interacting last year," Schunker said. That's a mistake Coke won't make again.</p>

Why Coke Is Ditching The Polar Bears For Its 2013 Super Bowl Ad

<p>Hello,</p><p>Welcome to Insider <keyword id="6354525" type="UNKNOWN" weightage="100" keywordseo="healthcare">Healthcare</keyword>. I'm Lydia Ramsey Pflanzer, and today in healthcare news:</p><ul><li><a href="https://www.businessinsider.com/exclusive-amazon-pharmacy-considering-physical-stores-2021-5"></a><a href="https://www.businessinsider.com/ginkgo-bioworks-stock-15-billion-spac-deal-investor-skepticism-2021-6">We take a look inside Ginkgo's filings as it prepares to go public via SPAC at a $15 billion (!) valuation</a>;</li><li><a href="https://www.businessinsider.com/recent-healthcare-banker-moves-managing-director-biotech-pharma-investment-banking-2021-5">These are the banks hiring healthcare dealmakers</a>;</li><li><a href="https://www.businessinsider.com/covid-vaccine-mix-match-trial-third-booster-shot-efficacy-moderna-2021-6">The US is testing whether mixing booster COVID-19 shots is safe</a>.</li></ul><p>If you're new to this newsletter, <a href="http://newsletter.businessinsider.com/join/4np/newsletter.businessinsider.com/join/4np/insider-healthcare">sign up here.</a> Comments, tips? Email me at <a href="mailto:lramsey@insider.com">lramsey@insider.com</a> or tweet <a href="https://twitter.com/lydiaramsey125">@lydiaramsey125</a>. Let's get to it...</p><hr /><p><a href="https://www.businessinsider.com/ginkgo-bioworks-stock-15-billion-spac-deal-investor-skepticism-2021-6"></a></p><h3><a href="https://www.businessinsider.com/ginkgo-bioworks-stock-15-billion-spac-deal-investor-skepticism-2021-6">Ginkgo Bioworks is playing to investors hunting for the next Amazon. But 2 experts say the biotech is overvalued and overambitious.</a></h3><ul><li><keyword id="2893238" type="PERSON" weightage="60" keywordseo="ginkgo-bioworks">Ginkgo Bioworks</keyword>, a synthetic-biology company, is going public via <keyword id="1817616" type="ORGANIZATION" weightage="60" keywordseo="SPAC">SPAC</keyword>, at a $15 billion valuation.</li><li>Ginkgo helps drugmakers, consumer brands, and agricultural companies develop specialized microbes.</li><li><a href="https://www.businessinsider.com/ginkgo-bioworks-stock-15-billion-spac-deal-investor-skepticism-2021-6">Experts are skeptical of the substantial growth plans Ginkgo has promised investors.</a></li></ul><p><strong><a href="https://www.businessinsider.com/ginkgo-bioworks-stock-15-billion-spac-deal-investor-skepticism-2021-6">Get the full story&gt;&gt;</a></strong></p><hr /><h3><a href="https://www.businessinsider.com/recent-healthcare-banker-moves-managing-director-biotech-pharma-investment-banking-2021-5"><div type="image" title="Christopher Gartin _ Prianka Verma" height="760" width="1014" msid="83205494" hostid="261"></div></a></h3><h3><a href="https://www.businessinsider.com/recent-healthcare-banker-moves-managing-director-biotech-pharma-investment-banking-2021-5">Here's which Wall Street banks are snapping up healthcare dealmakers in what one headhunter calls an 'extremely, extremely active' hiring market</a></h3><ul><li>Healthcare investment <keyword id="45810" type="ORGANIZATION" weightage="60" keywordseo="bankers">bankers</keyword> are in high demand, and many rainmakers are on the move.</li><li>Firms like SVB Leerink, JPMorgan, and Deutsche Bank are all poaching top talent.</li></ul><p><strong><a href="https://www.businessinsider.com/recent-healthcare-banker-moves-managing-director-biotech-pharma-investment-banking-2021-5">Insider is tracking all of the big moves in the healthcare banking world&gt;&gt;</a></strong></p><hr /><h3><a href="https://www.businessinsider.com/covid-vaccine-mix-match-trial-third-booster-shot-efficacy-moderna-2021-6"><div type="image" title="texas houston vaccines" height="886" width="1182" msid="83205495" hostid="261"></div></a></h3><h3><a href="https://www.businessinsider.com/covid-vaccine-mix-match-trial-third-booster-shot-efficacy-moderna-2021-6">The US launches a one-of-a-kind trial to tell us whether mixing vaccine booster shots is a good idea</a></h3><ul><li>The US is testing whether mix-and-match booster vaccines for COVID-19 work and are safe.</li><li>An NIAID-backed trial will test giving a dose of Moderna's COVID-19 shot to fully vaccinated people.</li><li><a href="https://www.businessinsider.com/covid-vaccine-mix-match-trial-third-booster-shot-efficacy-moderna-2021-6">The people may have previously received vaccines from Moderna, Pfizer, or Johnson &amp; Johnson.</a></li></ul><p><strong><a href="https://www.businessinsider.com/covid-vaccine-mix-match-trial-third-booster-shot-efficacy-moderna-2021-6">Find out more&gt;&gt;</a></strong></p><hr /><p><strong>More stories we're reading:</strong></p><ul><li><a href="https://www.businessinsider.com/fauci-emails-work-pandemic-health-concerns-gates-covid-coronavirus-2021-6">Fauci's emails show how he was flooded with concerns for his health, interview requests, and dubious PPE ideas at the start of the pandemic. He sometimes replied in the dead of night</a>. (Insider)</li><li><a href="https://www.newyorker.com/magazine/2021/06/07/the-death-of-hahnemann-hospital">Inside the death of Philadelphia's Hahnemann University Hospital</a> (The New Yorker) </li><li><a href="https://www.businessinsider.com/white-house-covid-19-vaccine-incentives-free-beer-tickets-2021-6">The White House just announced a ton of incentives companies are offering Americans who get vaccinated against COVID-19, including free beer for everyone over 21</a> (Insider)</li><li><a href="https://www.bloomberg.com/news/articles/2021-06-02/thirty-madison-vaults-to-unicorn-status-raises-140-million">Direct-to-consumer healthcare startup Thirty Madison is now valued at more than $1 billion</a> (Bloomberg) </li></ul><hr /><p>- Lydia</p>

Inside Ginkgo's SPAC deal

<p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/5b7ac7448ea82f56278b531c-2400/demetri l  steven r.jpg" border="0" alt="Demetri (L) _ Steven (R)" data-mce-source="Courtesy Keeps" data-mce-caption="Keeps co-founders Demetri Karagas and Steven Gutentag" /><p class="source"><span>Courtesy Keeps</span></p><p class="caption">Keeps co-founders Demetri Karagas and Steven Gutentag</p></div><p></p></div></div></p><ul class="summary-list"><li>Thirty Madison, the company behind hair loss startup Keeps, is expanding into migraine treatments. </li><li>The company on Tuesday raised a $15.25 million series A, bringing its total funding to $22.75 million. </li><li><span></span><span><strong>Investors have poured more than $600 million into companies that promise to bring care directly to patients in the past year alone. </strong></span></li></ul><p><span>A company that got its start helping men prevent hair loss is now expanding into migraines. </span></p><p><span>Thirty Madison, the company behind hair-loss brand Keeps, is calling the new business Cove, and it'll focus on treatments used to prevent migraines or help lessen their duration and severity. About 38 million people in the U.S. have migraines each year.</span></p><p>Thirty Madison, which is based in New York, on Tuesday also raised $15.25 million in a series A led by <span>Maveron and Northzone. In total, the company has raised $22.75 million. <br /><br /></span><span></span>Healthcare startups like Thirty Madison are increasingly expanding into new treatment areas. Simple Contacts, whose first business provides eye exams and ships contact lenses, is <a href="https://www.simplecontacts.com/blog/post/coming-soon-a-better-way-to-get-birth-control">moving into birth control</a>.  Ro, the startup behind<span> </span><a href="https://www.businessinsider.com/roman-erectile-dysfunction-2017-12">men's health company Roman</a><span> </span>now wants to help you quit smoking through a new business <a href="https://www.businessinsider.com/roman-raises-88-million-and-gets-into-smoking-cessation-business-2018-9">called Zero</a>.</p><p>"At the core, what we're trying to do with Thirty Madison is expand access to specialized care and make the treatments more affordable," co-founder Demetri Karagas told Business Insider. </p><h2>Growing beyond Keeps</h2><p>Thirty Madison began operating in January 2018 with the launch of Keeps, <span>a startup that connects men to doctors who specialize in treating hair loss and then ships medication to those men directly. </span><span>The medications--generic versions of the hair loss treatments Rogaine and Propecia--cost between <a href="https://keeps.com/our-offering">$10 and $35</a> a month.</span></p><p><span>The idea sparked from <a href="https://www.businessinsider.com/keeps-direct-to-consumer-approach-to-hair-loss-racked-up-75-million-in-funding-2018-8">co-founder Steven Gutentag</a>, who while working at Google, didn't know where to turn when he started noticing his hairline receding in his 20s.</span><span> He wanted to make that process smoother for others, especially for younger men just beginning to lose their hair. </span></p><p>Similarly, Cove will connect patients looking for migraine treatments to doctors who specialize in treating the condition. Based on what patients have tried before and what their migraines are like, Cove will offer preventative treatments like propranolol, a heart drug commonly used to prevent migraines, as well as drugs like sumatriptan to treat migraines as they're happening. The company expects its courses of treatments to cost between $20 and $60 per month. For now, it's not covered by insurance.</p><p>In the past few months, the Food and Drug Administration has approved <a href="https://www.businessinsider.com/prices-for-new-migraine-treatments-for-2018-2018-9">three new preventive migraine</a> medications. The drugs come with a price tag of $575 a month, or $6,900 a year, higher than the range Cove is estimating for its treatments. The company wouldn't say whether it would offer the new class of medications. </p><h2>Money is pouring into direct-to-consumer health companies</h2><p>Startups spanning everything from<span> </span><a href="https://www.businessinsider.com/keeps-direct-to-consumer-approach-to-hair-loss-racked-up-75-million-in-funding-2018-8">hair loss</a><span> </span>to<span> </span><a href="https://www.businessinsider.com/how-to-get-birth-control-online-app-nurx-2016-7">birth control</a><span> </span>to<span> </span><a href="https://www.businessinsider.com/simple-contacts-joel-wishkovsky-telemedicine-prescription-without-visiting-the-doctor-2018-5">contacts</a><span> </span>have attracted tens of millions in venture funding. By Business Insider's calculations, funding in the year from November 2017 to October 2018 totaled $662.2 million. </p><p>Men's health startup Hims,<span> </span><a href="http://fortune.com/2018/06/28/hims-erectile-dysfunction-drugs-online/">which has so far raised $97 million,</a><span> </span>has<span> </span><a href="https://www.cnbc.com/2018/08/31/hims-pitching-womens-products-invetors.html">reportedly been seeking to raise an additional $100 million</a><span> </span>as part of a move into women's health. Roman in September raised an $88 million series A, bringing its total funding to $91 million. Simple Contacts in May raised $16 million. Nurx, a startup focused on connecting women to birth control, raised $36 million from investors including Kleiner Perkins and Union Square Ventures. </p><p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/5bc4fbe10da75003f8116eb8-2400/consumer-healthcare-funding-chart.png" border="0" alt="consumer healthcare funding chart" data-mce-source="Olivia Reany/Business Insider" /><p class="source"><span>Olivia Reany/Business Insider</span></p></div><p></p></div></div></p><p><strong>See also: </strong></p><ul><li><a href="https://www.businessinsider.com/prices-for-new-migraine-treatments-for-2018-2018-9"><strong>Drugmakers are using an unusual tactic to compete in a new class of medication treating the 38 million Americans who have migraines</strong></a></li><li><a href="https://www.businessinsider.com/longevity-funds-laura-deming-on-why-aging-research-is-exploding-2018-10"><strong>'To them it was a science fiction story': A VC who dropped out of MIT at age 14 explains why investors are starting to pour hundreds of millions into a field they had previously snubbed</strong></a></li></ul>    <div class="margin-top">        <h3>NOW WATCH: <a href="https://www.businessinsider.com/what-happens-stop-brushing-teeth-2018-9">What happens if you stopped brushing your teeth</a></h3>        <div>            <iframe class="bijwplayerclass" data-player="jwplayer" src="https://content.jwplatform.com/players/2KqqbAA9-CEZHWCBG.html" width="100%" height="100%" frameborder="0" scrolling="auto" style="margin:0px;" allowfullscreen=""></iframe><script>function receiveMessage(event){ console.log(event.data.fullscreen); Android.fullscreen(event.data.fullscreen); }window.addEventListener("message", receiveMessage, false);</script>        </div>    </div>

A former Googler who started losing his hair in his 20s and founded a company to help other men facing a similar fate now wants to help the 38 million people living with migraines

<p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/5992f0feb0e0b5da098b4e84-2400/srgblight-reading0917finalgreen.jpg" border="0" alt="Casper" data-mce-source="Casper" /><p class="source"><span>Casper</span></p></div><p></p></div></div></p><ul class="summary-list"><li>As DTC brands grow and scale their businesses, many are taking a page out of the traditional brands' playbook.</li><li>Many are not only embracing traditional <keyword id="35666" type="COMPANY" weightage="100" keywordseo="advertising">advertising</keyword> like TV more than ever before, but are also hiring key executives with traditional backgrounds to chart their next phases of growth.</li><li>TV and other traditional mediums help DTC brands stand out from the clutter and gain more consumer trust and credibility, experts say.</li><li><a href="https://www.businessinsider.com/?hprecirc-bullet">Visit Business Insider's homepage for more stories.</a></li></ul><p>Direct-to-consumer brands have been heralded as disruptors, and have shaken up traditional advertising and retail. But as DTC brands grow and scale their businesses, they are now taking a page out of the traditional brands' playbook.</p><p>Many are not only embracing traditional advertising more than ever before, but are also hiring key executives with traditional backgrounds to chart their next phases of growth. </p><p>DTC brands' ad spend has increased by 37% on average over the last two years, and a growing chunk of their ad dollars are being directed toward traditional advertising such as TV and print, according to estimates from advertising intelligence company MediaRadar.</p><p>Specifically, TV ad spend was five times higher in 2018 than in 2015 across 1,136 DTC brands that the company tracked, with the number of brands running ads on national TV nearly doubling in the past two years. </p><p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/5cbf1d6ab14bf41ad16fc41b-989/mediaradar.png" border="0" alt="mediaradar" data-mce-source="MediaRadar" /><p class="source"><span>MediaRadar</span></p></div><p></p></div></div></p><p>Peleton, SmileDirectClub, and Leesa Sleep were among the top spenders at $185 million, $243 million, and $132 million each in 2018 overall, with a whopping $183 million, $210 million, and $130 million respectively dedicated to TV. DTC brands spent 2 billion on TV in 2018, according to the <a href="https://www.emarketer.com/content/direct-to-consumer-brands-block-to-tv-in-search-of-scale">Video Advertising Bureau</a>.</p><p>On the print side, Untuckit, Minted, and Saatva were the leading spenders. </p><p>"What's surprising is how standard marketing starts to look for these DTC brands once they truly start to scale," said Todd Krizelman, CEO and cofounder of MediaRadar. "When they scale, they start expanding into more typical marketing investments."</p><h2>TV helps DTC brands stand out from the clutter</h2><p>DTC brands are highly performance-driven, and typically begin their advertising journeys with targeted spends in online channels like Google, Facebook, and Instagram. But once they reach a certain scale and maturity, these channels begin to get saturated. TV then becomes the obvious next step to create more broad, top-of-funnel awareness, said Sam Applbaum, general manager at the agency YellowHammer.</p><p>"Auction-based buying on these platforms has diluted value proposition because there is increased competition for the same type of audience, and so there is more clutter and higher CPMs," he said. "So instead of prioritizing low cost of acquiring customers, they begin to focus on harnessing the lifetime value of a customer instead."</p><p>After years of prioritizing digital advertising, for example, ice-cream brand Halo Top launched its first TV campaign last month. CEO Justin Woolverton said that traditional marketing made sense because the brand had reached a saturation point digitally and wanted to broaden its appeal beyond millennial customers.</p><p><em><strong>Read More: </strong><a href="https://www.businessinsider.com/why-halo-top-is-launching-its-first-ever-national-tv-campaign-2019-3">Ice-cream brand Halo Top grew up on the internet. Here's why it's launching its first national TV campaign.</a></em></p><p>"We found that digital platforms scaled well for our first few years, but we struggled to cut through the clutter and tell the story we wanted," Caroline Bank, Halo Top's associate director of marketing, told Business Insider. "With digital, we have milliseconds to make an impression, whereas traditional will allow us to really capitalize on the impact of storytelling with sight, sound, and motion."</p><p>TV also adds credibility to these digitally native brands, pointed out Emily Heyward, cofounder and chief strategist at the agency Red Antler, which has worked with DTC brands including Casper, Allbirds, and Birchbox. That's particularly true with influencer fraud running rampant on many of these platforms. </p><p>"It lends an air of legitimacy," she said. "There are still a lot of people who are wary of things being sold to them online."</p><p>And it yields results.</p><p>Healthcare startup Thirty Madison has invested heavily in TV for its hair loss brand Keeps since the brand was launched in January 2018. While that may have been a gamble at first, it has worked from a performance perspective. Keep's cost of acquiring consumers via TV is on par with its digital channels, according to Thirty Madison cofounder Steven Gutentag, who said that the brand has increased its TV spend by 10 times.</p><h2><strong>DTC brands are also hiring executives with more traditional backgrounds</strong></h2><p>DTC companies are also increasingly tapping executives with traditional backgrounds to lead them forward as they try to build viable brands.</p><p>On average, chief marketing officers (CMOs) leading DTC companies come armed with 16 years of prior work experience, according to MediaRadar, with three-fourths of them (75%) cutting their teeth at larger "household name" corporations before their current roles. Further, more than half  (50%) of them had a visible quantitative bent with degrees in Economics, Finance, or MBAs.</p><p>Brita Fielding, the CMO of Leesa Sleep, for example, has an undergraduate degree in finance as well as an MBA. She had 14 years of prior work experience, including roles at Amazon, Bed Bath &amp; Beyond, and Godiva, where she led digital ecommerce. Similarly, Lori Krauss, Warby Parker's CMO, has 22 years of work experience behind her, including roles at Armani, Vera Wang, and Nike.</p><p>This is not surprising, said Red Antler's Heyward, as the DTC model hasn't been around for long enough to have produced true subject-area experts. And as these brands try to build longterm businesses, they realize that experience in areas like managing big budgets and multiple agency relationships can be handy.</p><p>"They know that the stakes are really high, and someone that can apply the best practices can be very helpful," she said. </p>    <div class="margin-top">        <h3>NOW WATCH: <a href="https://www.businessinsider.com/coffee-drinking-too-much-caffeine-body-drink-2019-4">What happens to your body when you drink too much coffee</a></h3>        <div>            <iframe class="bijwplayerclass" data-player="jwplayer" src="https://content.jwplatform.com/players/Id6rQRAt-CEZHWCBG.html" width="100%" height="100%" frameborder="0" scrolling="auto" style="margin:0px;" allowfullscreen=""></iframe><script>function receiveMessage(event){ console.log(event.data.fullscreen); Android.fullscreen(event.data.fullscreen); }window.addEventListener("message", receiveMessage, false);</script>        </div>    </div>

Direct-to-consumer brands that built their businesses without traditional advertising are now embracing it in key ways to fuel growth

<p>Hello,</p><p>Happy Friday! We here on the <keyword id="6354525" type="UNKNOWN" weightage="100" keywordseo="healthcare">healthcare</keyword> team have had a big week of <keyword id="1754604" type="PERSON" weightage="60" keywordseo="coronavirus">coronavirus</keyword> vaccine and treatment developments and preparing for an election that's less than two weeks away. </p><p>Let's dive in.</p><p><strong>But first - want more updates from the healthcare team? <a href="http://newsletter.businessinsider.com/join/4np/newsletter.businessinsider.com/join/4np/insider-healthcare">Subscribe to this newsletter here — and tell your  friends!</a></strong></p><p><a href="https://www.businessinsider.com/5-takeaways-from-first-fda-coronavirus-vaccine-meeting-2020-10"><div type="image" title="Johnson &amp; Johnson coronavirus vaccine clinical trial, volunteer dosed with experimental COVID-19 vaccine" height="4015" width="5354" msid="78832672" hostid="261"></div></a></p><h3><a href="https://www.businessinsider.com/5-takeaways-from-first-fda-coronavirus-vaccine-meeting-2020-10">What it'll take to get a coronavirus vaccine approved</a></h3><p>Because there are so many updates on any given week, here's a quick rundown on where we stand on the <keyword id="8763838" type="UNKNOWN" weightage="60" keywordseo="covid-19">COVID-19</keyword> vaccine and treatment race. </p><ul><li><strong><keyword id="4912868" type="PERSON" weightage="60" keywordseo="moderna">Moderna</keyword></strong> finished recruiting for its 30,000-person trial. <a href="https://www.businessinsider.com/author/andrew-dunn">Andrew Dunn</a> <a href="https://www.businessinsider.com/moderna-completes-coronavirus-vaccine-study-enrollment-with-diversity-2020-10">has a good post on the shift to prioritize diversity in the final weeks of the trial. </a></li><li><strong>AstraZeneca</strong>'s US trial is still paused, though the drugmaker was set to restart it as soon as this week, <a href="https://www.reuters.com/article/us-health-coronavirus-astrazeneca-usa-ex/exclusive-astrazeneca-u-s-covid-19-vaccine-trial-may-resume-as-soon-as-this-week-sources-idUSKBN2752C5">Reuters reported.</a></li><li>The FDA on Thursday approved the first ever treatment for COVID-19, <a href="https://www.businessinsider.com/gilead-remdesivir-receives-us-fda-approval-coronavirus-treatment-2020-10"><strong>Gilead's</strong> antiviral remdesivir</a> (though I guess now we have to call it Veklury). It's set to be a blockbuster drug, <a href="https://www.businessinsider.com/coronavirus-treatment-gileads-remdesivir-clinical-testing-timeline-2020-3">but the data from late-stage trials of the drug pose lots of questions about how effective it really is.</a></li><li>Plus, for those trying to follow along with when officials think you'll get a vaccine: <a href="https://www.businessinsider.com/alex-azar-vaccine-available-for-all-americans-spring-2021-2020-10"><strong>HHS Secretary Alex Azar</strong> said Wednesday that all Americans who want a vaccine could have one by spring 2021</a>. (Me? Still hoping I'll get a shot sometime next summer.) </li></ul><p>One of the most closely-watched updates in the vaccine race was an advisory committee meeting held by the FDA. The <a href="https://www.businessinsider.com/coronavirus-vaccine-fda-advisory-committee-preview-top-questions-2020-10">intent of the meeting was to debate key questions and considerations ahead of upcoming vaccine results</a>.</p><p>Andrew tuned into the day-long affair, catching up on all the plans, including vaccine cards that track who's ready for their second shots (<a href="https://twitter.com/lydiaramsey125/status/1319325147405365254">I'm not confident I will keep track of mine</a>). Another challenge: vaccine hesitancy could limit how many people get a shot, if/when we get effective <keyword id="79555" type="TECHNOLOGY" weightage="60" keywordseo="Vaccines">vaccines</keyword>. </p><h3><a href="https://www.businessinsider.com/5-takeaways-from-first-fda-coronavirus-vaccine-meeting-2020-10">Read the full story here&gt;&gt;</a></h3><h3><a href="https://www.businessinsider.com/5-takeaways-from-first-fda-coronavirus-vaccine-meeting-2020-10">The top 5 takeaways from the first meeting of the FDA's expert vaccine group, including plans for vetting, distributing, and tracking COVID-19 vaccines</a></h3><p><a href="https://www.businessinsider.com/missy-krasner-leaves-amazon-for-venture-firm-redesign-health-2020-10"><div type="image" title="Missy Krasner HLTH" height="1700" width="2267" msid="78832673" hostid="261"></div></a></p><h3><a href="https://www.businessinsider.com/missy-krasner-leaves-amazon-for-venture-firm-redesign-health-2020-10">A blow to Amazon's health ambitions</a></h3><p><a href="https://www.businessinsider.com/author/blake-dodge">Blake Dodge</a> has been keeping her eye on how tech giants' healthcare ambitions are shaping up. </p><p>As part of our <a href="https://www.businessinsider.com/introducing-the-30-leaders-under-40-transforming-healthcare-2020-2020-9">30 under 40 project</a>, Blake spoke with <a href="https://www.businessinsider.com/meet-the-37-year-old-in-charge-of-google-healths-biggest-bet-2020-10"><strong>Dr. Lily Peng</strong>, the 37-year-old doctor who's tasked with advancing Google's healthcare ambitions by giving physicians 'super powers.' </a></p><p>The two had a good conversation about the promises and the realities of technologies like artificial intelligence, and the chat gives a good glimpse of <a href="https://www.businessinsider.com/meet-the-37-year-old-in-charge-of-google-healths-biggest-bet-2020-10">where the secretive Google Health team might be headed</a>. </p><p>Meanwhile at <keyword id="18635" type="CITY" weightage="60" keywordseo="Amazon">Amazon</keyword>, a key member of the company's health team has left.</p><p>Blake <a href="https://www.businessinsider.com/missy-krasner-leaves-amazon-for-venture-firm-redesign-health-2020-10">had the scoop Thursday on the departure of Missy Krasner</a>, who left Amazon's Alexa health and wellness team for a role at New York-based venture firm Redesign Health. </p><h3><a href="https://www.businessinsider.com/missy-krasner-leaves-amazon-for-venture-firm-redesign-health-2020-10">Read more about her move here&gt;&gt;</a></h3><h3><a href="https://www.businessinsider.com/missy-krasner-leaves-amazon-for-venture-firm-redesign-health-2020-10">A key member of Amazon's health team just left to join a venture firm that's launching a mental-health-focused startup</a></h3><h3><a href="https://www.businessinsider.com/these-5-vc-firms-backed-the-most-digital-health-startups-2020-10"><div type="image" title="Demetri (L) _ Steven (R)" height="2416" width="3221" msid="78832675" hostid="261"></div></a><br /><a href="https://www.businessinsider.com/these-5-vc-firms-backed-the-most-digital-health-startups-2020-10">It's been a record year for digital health funding</a></h3><p>In the third quarter of 2020 alone, digital health startups racked up $8.4 billion in funding, <a href="https://www.businessinsider.com/these-5-vc-firms-backed-the-most-digital-health-startups-2020-10">according to a report out Monday from CB Insights.</a></p><p><a href="https://www.businessinsider.com/author/megan-hernbroth">Megan Hernbroth</a> broke down who the <strong><a href="https://www.businessinsider.com/these-5-vc-firms-backed-the-most-digital-health-startups-2020-10">five biggest VC investors were in the quarter.</a> </strong>The top VCs invested in companies like Kindbody, Ro, and Thrive Early Detection. </p><p>Direct-to-consumer healthcare startup Thirty Madison also raised tens of millions in the third quarter, bringing in $47 million from investors including pharma giant Johnson &amp; Johnson. </p><p>Blake got a look at the presentation the company used to win investors over on a company that prescribes and ships medications for conditions like migraines, acid reflux, and hair loss. </p><h3><a href="https://www.businessinsider.com/pitch-deck-thirty-madison-earns-47-million-investment-from-jj-2020-10">See the full presentation here&gt;&gt;</a></h3><h3><a href="https://www.businessinsider.com/pitch-deck-thirty-madison-earns-47-million-investment-from-jj-2020-10">How 2 former Googlers convinced Johnson &amp; Johnson to bet on the hottest part of healthcare and raised $47 million in the process</a></h3><h3><a href="https://www.businessinsider.com/clover-health-financial-performance-results-and-enrollment-2015-2020-10"><div type="image" title="A chart on Clover Health's consistent losses until the company turned a profit in 2020" height="900" width="1200" msid="78832679" hostid="261"></div></a></h3><h3>How Oscar and Clover have performed financially over the years </h3><p>We're gearing up for the public debut of health insurer Clover Health in 2021 via SPAC.</p><p>So we thought it might be a good time to take a trip down memory lane, wading through years of insurance filings, to get a look at how Clover and rival Oscar Health have performed over the years in two key ways: enrollment and profits or losses.</p><ul><li><a href="https://www.businessinsider.com/oscar-health-financial-performance-and-enrollment-2014-2020-2020-10"><strong>Oscar</strong> had a shaky first few years enrolling members on the individual exchanges. It's posted a net loss every year since its founding.</a></li><li><a href="https://www.businessinsider.com/clover-health-financial-performance-results-and-enrollment-2015-2020-10"><strong>Clover,</strong> which sells plans to seniors, has steadily enrolled new members since 2015. It's also posted a net loss every year since it started offering health plans. </a></li></ul><p>Both companies posted profits in the first half of this year, but it'll be interesting to see how they fare through the rest of 2020. Insurers have made a windfall as members postponed medical care in the early days of the pandemic. </p><p>With that, I'll leave you with a great piece from Dr. Lisa Fitzpatrick. You <a href="https://www.businessinsider.com/meet-dr-lisa-fitzpatrick-a-top-biden-health-adviser-2020-8">may know her as a top advisor to Democratic presidential candidate Joe Biden</a>.</p><p>Fitzpatrick's also taking part in Moderna's COVID-19 vaccine trial.<strong> <a href="https://www.businessinsider.com/moderna-covid-vaccine-trial-why-doctor-joined-side-effects-2020-10">Read on to see what her experience has been like.</a>  </strong></p><p>I hope you all have good weekends! I'm looking forward to more fall weather and maybe watching a Halloween movie or two. </p><p>Thoughts? Tips? Find me at <a href="mailto:lramsey@businessinsider.com">lramsey@businessinsider.com</a> or you can reach our entire healthcare team at <a href="mailto:healthcare@businessinsider.com">healthcare@businessinsider.com</a>.</p><p>- Lydia </p>

What it'll take to get a vaccine to Americans

There's overwhelming support for an age limit on the president and Congress. Here's why that won't happen anytime soon.

<p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/56c350da6e97c621048b7658-1077-649/2-16-2016 10-33-10 am.jpg" alt="2 16 2016 10 33 10 AM" data-mce-source="Channel 3000" /><p class="source"><span>Channel 3000</span></p></div><p></p></div></div></p><p>A 14-year-old girls basketball player from Wisconsin was impaled by a loose board during a basketball game, <a href="http://www.channel3000.com/news/Girl-playing-basketball-impaled-by-Middleton-fieldhouse-court/38011922" target="_blank">according to WISC in Madison</a>.</p><p>The incident occurred during a tournament being held at a gym in Middleton. The girl was fighting for a loose ball when she collided with another player and started sliding across the court. When she reached the end line, her momentum quickly stopped as she was impaled by a board that had broken and come loose.</p><p><iframe width="800" height="447" frameborder="0" src="https://streamable.com/e/0g14?muted=1"></iframe></p><p>According to a tournament administrator, Perry Hibner, the piece of wood was 3-4 inches long and "<span>a quarter to a half inch deep" in the player's skin. He also describe to the local news how the game official first found out about the injury.</span></p><p><span>"The official said 'what do you mean, are you hurt?'" Hibner said. "And she's like 'there is a piece of wood stuck to me.'"</span></p><p><span>It took paramedics thirty minutes to get the girl free, according to the report. She was taken to a local hospital where surgery revealed that no major organs had been damaged.</span></p><p><span>You can see the full local news report here:</span></p><p><iframe width="800" height="450" frameborder="0" src="https://www.youtube.com/embed/WteuOV2yRIg"></iframe></p>    <div class="margin-top">        <h3>NOW WATCH: <a href="http://www.businessinsider.com/peyton-manning-money-broncos-sports-super-bowl-cash-2016-2">How Peyton Manning makes and spends his money</a></h3>        <div>            <div>    <script src="http://player.ooyala.com/v3/6e12e8b3387a44daacfb73afba25a76e"></script>    <div class="ooyala-video-player" data-video-autoplay="false" data-video-id="Z5aWdtMDE6DhzZsYeqoQHnYALMPqXMn-" data-player-variable="ooyalapopvideo" id="ooyalaplayer_popvideo" style="width:1280px;height:720px"></div>    <script>    if (typeof RunFunctions === 'undefined') { var RunFunctions = []; }     RunFunctions.push(function()    {         var ooyalapopvideo = OO.Player.create('ooyalaplayer_popvideo', 'Z5aWdtMDE6DhzZsYeqoQHnYALMPqXMn-',{ autoplay: 'false' });     });    </script>    <noscript><div>Please enable Javascript to watch this video</div></noscript></div>        </div>        <script>(function() { function createPlayer() { OO.ready(function() { RunFunctions.forEach(function(ooyalaFunction) { ooyalaFunction(); }); RunFunctions = [];}); } createPlayer(); }()); </script>    </div>

Scary video shows 14-year-old basketball player being impaled by a loose board on the court

<ul class="summary-list"><li>Marty Baron is executive editor of The Washington Post where he oversees a staff of more than 800 journalists.</li><li>In his <keyword id="9235048" type="UNKNOWN" weightage="60" keywordseo="commencement-address">commencement address</keyword>, Baron speaks to the challenges facing a free press and American democracy if people fail to agree on what constitutes truth and fact, and instead base decisions around people's assertions or opinions.</li><li>He urges students to embrace education, expertise, and experience throughout their lives, and continue to model <keyword id="53675" type="ORGANIZATION" weightage="60" keywordseo="harvard">Harvard</keyword>'s motto 'Veritas,' which is Latin for 'truth.'</li><li>Watch Baron's speech and read the full transcript below.</li></ul><iframe width="560" height="315" src="https://www.youtube.com/embed/jSn_QW9FFiI" frameborder="0"></iframe><p>Good morning from my home. Like you, I wish we were together on campus. </p><p>There is so much now we can no longer take for granted. The air we breathe is first among them. So, those of us who are healthy have ample reason to be grateful.</p><p>I am also grateful to Harvard and to President Bacow for inviting me to be with you. To the Harvard <keyword id="8665841" type="UNKNOWN" weightage="60" keywordseo="class-of-2020">Class of 2020</keyword>, congratulations. And congratulations to the parents, professors, mentors and friends who helped you along the way. Joining you for graduation is a high honor.</p><p>For me, this is an opportunity — an opportunity to speak about subjects that I believe are of real urgency. Especially now during a worldwide health emergency. </p><p>I would like to discuss with you the need for a commitment to facts and to truth. </p><p>Only a few months ago, I would have settled for emphasizing that <em>our democracy</em> depends on facts and truth. And it surely does. But now, as we can plainly see, it is more elemental than that. </p><p>Facts and truth are matters of life and death. Misinformation, disinformation, delusions, and deceit can kill. </p><p>Here is what can move us forward: Science and medicine. Study and knowledge. Expertise and reason. In other words, fact and truth. </p><p>I want to tell you why free expression by all of us and an independent press, imperfect though we may be, is essential to getting at the truth. And why we must hold government to account. And hold other powerful interests to account as well. </p><p>When I began thinking about these remarks, I expected, of course, to be on Harvard's campus. And I thought: Not a bad place to talk about a free press. Not a bad place to talk about our often-testy relationship with official power.</p><p>It was in Boston, after all, where the first newspaper of the American colonies was founded. Its first edition was published September 25, 1690. The very next day, the governor and council of Massachusetts shut it down.</p><p>So, the press of this country has long known what it means to face a government that aims to silence it. </p><p>Fortunately, there has been progress. With the First Amendment, James Madison championed the right of "freely examining public characters and measures." </p><p>But it took a very long time before we as a nation fully absorbed what Madison was talking about. We took many ominous turns. We had the Alien and Sedition acts under John Adams, the Sedition and Espionage Acts under Woodrow Wilson, the McCarthy era. It was not always clear where we as a nation would end up.</p><p>Finally, witnessing the authoritarianism of Nazi Germany and Imperial Japan, we began to secure a free press in this country. The Supreme Court would forcefully emphasize the press' role in guaranteeing a democracy.</p><p>Justice Hugo Black said it well decades later: "The press was protected so that it could bare the secrets of government and inform the people."</p><p>Not only the secrets of government, I would add. Our duty to inform the public does not stop there. Not by a long shot.</p><p>That was evident during my years as a journalist in Boston. Amid today's crisis, it seems like another era. And I guess it is. But I want to tell you about it — because I think it remains instructive about what a strong, independent press must do.</p><p>I started as editor of the Boston Globe in the summer of 2001. One day prior to my start date, a Globe columnist wrote about a shocking case. A priest had been accused of abusing as many as 80 kids. A lawsuit alleged that the cardinal in Boston at the time knew about the serial abuse, didn't do anything about it — and repeatedly reassigned this priest from parish to parish, warning no one, over decades.</p><p>The Archdiocese called the accusations baseless and reckless.</p><p>The Globe columnist wrote that the truth might never be known. Internal documents that might reveal it had been sealed by a judge.</p><p>On my first day of work, we asked the question: How do we get at the truth? Because the public deserved to know.</p><p>That question led us to challenge the judge's secrecy order. And our journalists launched an investigation of their own.</p><p>In early 2002, we published what we had learned through reporting and by prevailing in court. We published the truth: The cardinal did know about the abuse by this priest. Yet he kept him in ministry, thus enabling further abuse.</p><p>Dozens of clergy in the diocese had committed similar offenses. The cardinal had covered it all up. </p><p>And a bigger truth would emerge: Covering up such abuse had been practice and policy in the Church for decades. </p><p>Only now the powerful were being held to account. </p><p>Late in 2002, after hundreds of stories on this subject, I received a letter from a Father Thomas P. Doyle. Father Doyle had struggled for years — in vain — to get the Church to confront the very issue we were writing about. </p><p>He expressed deep gratitude for our work. "It is momentous," he wrote, "and its good effects will reverberate for decades."</p><p>Father Doyle did not see journalists as the enemy. He saw us an ally when one was sorely needed. So did abuse survivors. </p><p>I kept Father Doyle's letter on my desk — a daily reminder of what journalists must do when we see evidence of wrongdoing.</p><p>Harvard's commencement speaker two years ago, civil rights pioneer John Lewis, once said this: "When you see something that is not right, not fair, not just, you have to speak up. You have to say something; you have to do something."</p><p>We as journalists have the capacity — along with the constitutional right — to say and do something. We also have the obligation. And we must have the will. </p><p>So must you. Every one of you has a stake in this idea of free expression. </p><p>You want to be free to express your views. You should be free to hear the views of others, the same or different. You want to be free to watch any movie. To read any book. To listen to any lyrics. You should be free to say what you know is true without threat of government reprisal.</p><p>And you should acknowledge this if you value these freedoms that come with democracy: Democracy cannot exist without a free and independent press. It never has. </p><p>Leaders who crave more power for themselves always move quickly to crush an independent press. Next, they destroy free expression itself.</p><p>Sadly, much of the world is on that worrisome path. And efforts in this country to demonize, delegitimize, and dehumanize the press give license to other governments to do the same — and to do far worse.</p><p>By the end of last year, a near-record 250 journalists worldwide were sitting in prison. Thirty of them faced accusations of "false news," a charge virtually unheard-of only seven years earlier. </p><p>Turkey has been trading places with China as No. 1 on the list of countries that jail the most journalists. The Turkish government has shut down more than 100 media outlets and charged many journalists as terrorists. Independent media have been largely extinguished. China, of course, imposes some of the world's tightest censorship on what its citizens can see and hear.</p><p>In Hungary, the prime minister has waged war on independent media. Harvard Nieman fellow Andras Petho, who runs an investigative reporting center there, notes that the prime minister's business allies are "taking over hundreds of outlets and turning them into propaganda machines." </p><p>Like other heads of state, Hungary's prime minister has exploited the pandemic to grab more power, suppress inconvenient facts, and escalate pressure on news outlets. A new law threatens up to five-year jail terms against those accused of spreading supposedly false information. Independent news outlets have questioned how the crisis was managed. And the fear now is that such accountability journalism will lead to harassment and arrests, as it has in other countries.</p><p>In the Philippines, the courageous Maria Ressa, who founded the country's largest online-only news site, has been battling government harassment for years on other fronts. She now faces prosecution on bogus charges of violating foreign ownership laws. By the end of last year, she had posted bail eight times. Her real violation? She brought scrutiny to the president.</p><p>In Myanmar, two Reuters journalists — Wa Lone and Kyaw Soe Oo — were imprisoned for more than 500 days for investigating the killing of 10 Rohingya Muslim men and boys. Finally, a year ago, they were released.</p><p>In 2018, an opinion writer for The Washington Post, Jamal Khashoggi, walked into Saudi Arabia's consulate in Istanbul to get documents he needed to marry. He was murdered there at the hands of a team sent by highest-level Saudi officials. His offense? He had sharply criticized the Saudi government.</p><p>In Mexico, murderous vengeance against journalists is common. Last year, at least five were killed, more than in any other country.</p><p>I think also of the risks that <em>American</em> journalists have taken to inform the public. Among them are colleagues I can never forget. </p><p>One is Elizabeth Neuffer. Seventeen years ago this month, I stood before her friends at the Boston Globe to report that she had died covering the war in Iraq. </p><p>Elizabeth was 46, an experienced foreign correspondent, a mentor to others; vivacious and brave. Her Iraqi driver was traveling at high speed because of the risk of abductions. He lost control. Elizabeth died instantly; her translator, too.</p><p>Elizabeth had a record of fearlessness in investigating war crimes and human rights abuses. Her goal: Reveal the world as it is — because someone might then make things better. </p><p>Another colleague was Anthony Shadid. In 2002, I visited Anthony, then a reporter for the Globe, after he was shot and wounded in Ramallah. Lying in a hospital in Jerusalem, it was clear that he had narrowly escaped being paralyzed. </p><p>Anthony recovered and went on to report from Iraq, where he won two Pulitzer Prizes for The Washington Post. From Egypt, where he was harassed by police. From Libya, where he and three New York Times colleagues were detained by pro-government militias and physically abused. </p><p>He died in 2012, at age 43, while reporting in Syria, apparently of an asthma attack. </p><p>Anthony told the stories of ordinary people. Without him, their voices would have gone unheard.</p><p>And now I think <em>constantly</em> of reporters, photographers, and videographers who risk their own well-being to be with heroic frontline health workers — frontline workers of every sort — to share their stories.</p><p>Anthony, Elizabeth, and my present-day colleagues sought to be eyewitnesses. To see the facts for themselves. To discover the truth and tell it. As a profession, we maintain there is such a thing as fact, there is such a thing as truth. </p><p>At Harvard, where the school's motto is "Veritas," presumably you do, too. </p><p>Truth, we know, is not a matter of who wields power or who speaks loudest. It has nothing to do with who benefits or what is most popular. And ever since the Enlightenment, modern society has rejected the idea that truth derives from any single authority on Earth.</p><p>To determine what is factual and true, we rely on certain building blocks. Start with education. Then there is expertise. And experience. And, above all, we rely on evidence. </p><p>We see that acutely now when people's health can be jeopardized by false claims, wishful thinking, and invented realities. The public's safety requires the honest truth. </p><p>Yet education, expertise, experience, and evidence are being devalued, dismissed. and denied. The goal is clear: to undermine the very idea of objective fact, all in pursuit of political gain.</p><p>Along with that is a systematic effort to disqualify traditional independent arbiters of fact. </p><p>The press tops the list of targets. But others populate the list, too: courts, historians, even scientists and medical professionals — subject-matter experts of every type. </p><p>And so today the government's leading scientists find their motives questioned, their qualifications mocked — despite a lifetime of dedication and achievement that has made us all safer.</p><p>In any democracy, we want vigorous debate about our challenges and the correct policies. But what becomes of democracy if we cannot agree on a common set of facts, if we can't agree on what even <em>constitutes</em> a fact?</p><p>Are we headed for extreme tribalism, believing only what our ideological soulmates say? Or do we become so cynical that we think everyone always lies for selfish reasons? Or so nihilistic that we conclude no one can ever really know what is true or false; so, no use trying to find out? </p><p>Regardless, we risk entering dangerous territory. Hannah Arendt, in 1951, wrote of this in her first major work, "The Origins of Totalitarianism." </p><p>There, she observed "the possibility that gigantic lies and monstrous falsehoods can eventually be established as unquestioned facts . . . that the difference between truth and falsehood may cease to be objective and may become a mere matter of power and cleverness, of pressure and infinite repetition."</p><p>One hundred years ago — in 1920 — a renowned journalist and leading thinker, Walter Lippmann, harbored similar worries. Lippmann, once a writer for the Harvard Crimson, warned of a society where people "cease to respond to truths, and respond simply to opinions . . .  what somebody asserts, not what actually is." </p><p>Lippmann wrote those words because of concerns about the press itself. He saw our defects and hoped we might fix them, thus improving how information got to the public. </p><p>Ours is a profession that <em>still</em> has many flaws. We make mistakes of fact, and we make mistakes of judgment. We are at times overly impressed with what we know when much remains for us to learn.</p><p>In making mistakes, we are like people in every other profession. And we, too, must be held accountable. </p><p>What frequently gets lost, though, is the contribution of a free and independent press to our communities and our country — and to the truth.  </p><p>I think back to the aftermath of Hurricane Andrew in 1992 when the Miami Herald showed how lax zoning, inspection, and building codes had contributed to the massive destruction. Homes and lives are safer today as a result.</p><p>In 2016, the Charleston Gazette-Mail in West Virginia exposed how opioids had flooded the state's depressed communities, contributing to the highest death rates in the country.</p><p>In 2005, after Hurricane Katrina, Louisiana's newspapers were indispensable sources of reliable information for residents.</p><p>The Washington Post in 2007 revealed the shameful neglect and mistreatment of wounded veterans at Walter Reed Hospital. Corrective action was immediate.</p><p>The Associated Press in 2015 documented a slave trade behind our seafood supply. Two thousand slaves were freed as a result. </p><p>The New York Times and The New Yorker in 2017 exposed sexual predators in elite boardrooms. A movement of accountability for abuses against women took root.</p><p>The New York Times in 1971 was the first to publish the Pentagon Papers, revealing a pattern of official deceit in a war that killed more than 58,000 Americans and countless others. </p><p>The Washington Post broke open the Watergate scandal in 1972. That led ultimately to the president's resignation.</p><p>Those news organizations searched for the truth and told it, undeterred by pushback or pressure or vilification.  </p><p>Facing the truth can cause extreme discomfort. But history shows that we as a nation become better for that reckoning. It is in the spirit of the preamble to our Constitution: "to form a more perfect union." Toward that end, it is an act of patriotism.</p><p>W.E.B. Du Bois, the great scholar and African American activist — and the first African American to graduate with a PhD from Harvard — cautioned against the falsification of events in relating our nation's history. </p><p>In 1935, distressed at how deceitfully America's Reconstruction period was being taught, Du Bois assailed the propaganda of the era. </p><p>"Nations reel and stagger on their way," he wrote. "They make hideous mistakes; they commit frightful wrongs; they do great and beautiful things. And shall we not best guide humanity by telling the truth about all this, so far as the truth be ascertainable?"</p><p>At this university, you answer that question with your motto — "Veritas." You seek the truth — with scholarship, teaching and dialogue — knowing that it really matters.</p><p>My profession shares with you that mission — the always arduous, often tortuous and yet essential pursuit of truth. It is the demand that democracy makes upon us. It is the work we must do.   </p><p><em>We</em> will keep at it. You should, too. None of us should ever stop.</p><p>Thank you for listening. Thank you for honoring me. Good luck to you all. And please, stay well.</p><p><em>Martin "Marty" Baron is executive editor of The Washington Post. He oversees The Post's print and digital news operations and a staff of more than 800 journalists.</em></p>Read the original article on <a href="https://www.businessinsider.com/watch-legendary-journalist-martin-baron-commencement-harvard-2020-5">Business Insider</a>

Legendary journalist Marty Baron offered critical advice for the next generation in his 20-minute Harvard commencement speech: 'We risk entering dangerous territory.

<p><div class="KonaFilter image-container display-table float_right"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/55e4de2abd86ef21008b721c-1027-770/emotions-3.jpg" alt="Emotions 3" data-mce-source="Paul Ekman Group" data-mce-caption="Every human in every culture uses the same facial expressions to indicate happiness, sadness, and surprise, anger, disgust and fear." /><p class="source"><span>Paul Ekman Group</span></p><p class="caption">Every human in every culture uses the same facial expressions to indicate happiness, sadness, and surprise, anger, disgust and fear.</p></div><p></p></div></div>One thing the Ashley Madison hack has underscored: there's an awful lot of people who lie and cheat in the world, or at least who want to.</p><p>For those of us that aren't in that camp, lying can be one of the most confusing, least understood parts of human nature.</p><p>The Ashley Madison incident prompted lying expert Paul Ekman, Ph.D. to send us a list of the 8 myths about lying. </p><p><span>Ekman is famous for his research on lying. The television series 'Lie to Me', which ran for three seasons from 2009 to 2011 was based on his work. He was also a consultant for the movie "Inside Out" and has been hired by everyone from homeland security to politicians. </span></p><p><span>He's also put together <a href="http://www.paulekman.com/products/">a bunch of online self-paced training classes</a> to teach people how to "read" others.</span></p><p>Think you can spot a lie? How about detecting other emotions?</p><p>We've got a test for you below. </p><h2>The 8 biggest myths about lying, by Dr. <span>Paul Ekman:</span></h2><p><strong>Myth #1 - Everyone lies.</strong> Not so. Not about serious matters, not about lies which if caught could result in the end of a relationship, employment, freedom, large sums of money or life itself. Those are what I call high stake lies; they are the lies that the police and the FBI and insecure spouses are trying to catch. They are the lies of the criminal, the terrorist, the philanderer, the embezzler, and what the cops call 'bad guys.'</p><p><strong>Myth #2 - No one lies.</strong> Hardly. Nearly everyone tells low stake lies. Politeness, for example, or praising the host for a dull dinner and conversation, flattery, and so forth. No one really expects to be told the truth in those situations.</p><p><strong>Myth #3 - Women can spot lies better than men.</strong> No they can't; most people are terrible lie catchers, fooled by high stake lies again and again. Often they want to believe the liar. Do you want to find out your lover is unfaithful, your children are using hard drugs, the person you recommended for the job is embezzling? These are hard truths to accept, so the target of the lie often cooperates in being misled because the truth is too painful.<strong><br /><div class="KonaFilter image-container display-table float_right"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/53f219afeab8eac74958db7a-650-487/meet-the-parents-polygraph-interrogation.jpg" alt="Meet The Parents Polygraph Interrogation" data-mce-source="Meet The Parents" /><p class="source"><span>Meet The Parents</span></p></div><p></p></div></div></strong></p><p><strong>Myth #4 - Psychopaths are perfect liars.</strong> Psychopaths are no more skillful at lying than anyone else, but they are so charming we want to believe them, and we do.</p><p><strong>Myth #5 - Looking up and to the left is a sign of lying.</strong> The research shows that which way you look before answering a question is unrelated to whether you are lying.</p><p><strong>Myth #6 - Micro facial expressions are proof of lying.</strong> Fleeting facial expressions do reveal an emotion that is being concealed, and that is a kind of lie, but innocents under suspicion may conceal their fear, or anger about being suspected. You need to find out why they are concealing their emotions in order to judge whether it is sign they are guilty of the offense you are investigating.</p><p><strong>Myth #7 -The polygraph is a reliable lie detector. </strong>Scientists have not discovered a silver bullet, which works on everyone, to betray a lie. The polygraph, the so-called lie detector, is just a little bit better than chance. Yet it does have its use in a criminal investigation-if only one of the suspects fails the test, he or she is the first one to investigate, bearing in mind that this suspect may be the most nervous or worried about not being believed, though innocent.</p><p><strong>Myth #8 - It's hard to spot a lie from how people behave. </strong>There are what I like to call 'hot spots' which indicate you are not getting the full story. If you really do want to catch a liar there are nearly thirty different hot spots to pay attention to.</p><p>Micro facial expressions and gestural slips are the two most important ones, but there are many more. For example, a slight shrug, usually of one shoulder, coinciding with a verbal statement of confidence is an example of a 'hot spot' revealed in a gestural slip. Something is awry. Another is a slight head shake no, only very slight, when saying 'yes.'</p><h2> Now, for the test ...</h2><p>Which picture of Julie Roberts indicates that she's lying and which one indicates she's being genuine?</p><p><div class="KonaFilter image-container display-table"><div><div class="image on-image"><img src="https://static-ssl.businessinsider.com/image/55e4d5a4bd86ef19008b71b3-800-438/fake smile.jpg" alt="Julia Roberts fake smile" data-mce-source="Paul Ekman Group" data-link="http://www.paulekman.com/products/" /><p class="source"><span><a href="http://www.paulekman.com/products/">Paul Ekman Group</a></span></p></div><p></p></div></div></p><p>Answer:  Fake smile on the left, real one on the right.</p><p>Real smiles include "smiling with your eyes," indicated by the narrowing of the eyes and, often, crows feet.</p><h2>Which emotion is this guy expressing?</h2><p>"It doesn't matter what language you speak, where you live, what you do for a living-the facial expressions you show for anger, fear, sadness, disgust, surprise, contempt and happiness will be the same. You share these expressions with all human beings, and many of them with the great apes," says Dr. Ekman.</p><p>So, what's the guy feeling in each picture? </p><p><div class="KonaFilter image-container display-table click-to-enlarge"><div><div class="image"><a title_source="Paul Ekman Group" title_caption="" class="zoomin" href="https://static-ssl.businessinsider.com/image/55e4d9f49dd7cc23008b733b-960/emotions-3.jpg"><span class="sprites click-to-enlarge-icon" title="Click to enlarge"></span><img src="https://static-ssl.businessinsider.com/image/55e4d9f49dd7cc23008b733b-1027-978/emotions-3.jpg" alt="Emotions 3" data-mce-source="Paul Ekman Group" data-mce-caption="Every human in every culture uses the same facial expressions to indicate happiness, sadness, and surprise, anger, disgust and fear." data-link="http://www.paulekman.com/products/" /></a><p class="source"><span><a href="http://www.paulekman.com/products/">Paul Ekman Group</a></span></p></div><p></p></div></div></p><p>Answer: anger, disgust, fear, happiness, sadness, and surprise.</p><p>And here's an analysis of each expression taken from the TV show "Lie to Me."</p><p><div class="KonaFilter image-container display-table click-to-enlarge"><div><div class="image"><a title_source="Paul Ekman Group" title_caption="" class="zoomin" href="https://static-ssl.businessinsider.com/image/55e4daa69dd7cc22008b72e2-960/ltm expressions.jpg"><span class="sprites click-to-enlarge-icon" title="Click to enlarge"></span><img src="https://static-ssl.businessinsider.com/image/55e4daa69dd7cc22008b72e2-1121-1000/ltm expressions.jpg" alt="Expressions" data-mce-source="Paul Ekman Group" data-link="http://www.paulekman.com/products/" /></a><p class="source"><span><a href="http://www.paulekman.com/products/">Paul Ekman Group</a></span></p></div><p></p></div></div></p>    <div class="margin-top">        <h3>NOW WATCH: <a href="http://www.businessinsider.com/sharks-spotted-coast-england-2015-7">People were baffled by 50 sharks circling in shallow waters off the English coast</a></h3>        <div>            <div>    <script src="http://player.ooyala.com/v3/6e12e8b3387a44daacfb73afba25a76e"></script>    <div class="ooyala-video-player" data-video-autoplay="false" data-video-id="R1c2tjdjrwFAGrHUqd0W71KfHPLzHONw" data-player-variable="ooyalapopvideo" id="ooyalaplayer_popvideo" style="width:1280px;height:720px"></div>    <script>    if (typeof RunFunctions === 'undefined') { var RunFunctions = []; }     RunFunctions.push(function()    {         var ooyalapopvideo = OO.Player.create('ooyalaplayer_popvideo', 'R1c2tjdjrwFAGrHUqd0W71KfHPLzHONw',{ autoplay: 'false' });     });    </script>    <noscript><div>Please enable Javascript to watch this video</div></noscript></div>        </div>        <script>(function() { function createPlayer() { OO.ready(function() { RunFunctions.forEach(function(ooyalaFunction) { ooyalaFunction(); }); RunFunctions = [];}); } createPlayer(); }()); </script>    </div>

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