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Communications & new media Oct. 2014 I Vol. 28 No. 10

THE HEALTHCARE ISSUE

LOCAL PR 101: ¢ ¢ LIVING IN THE AGE OF THE HOW URGENT CARES ARE¢ SHAPING THE NATIONAL ¢

AND MORE! CELEBRITY SPOKESPERSONS AND HEALTHCARE¢ ¢ INBOUND MARKETING AND HEALTHCARE THE RISING ROLE¢ OF GOVERNMENTWHY RELATIONS NEWNEW HEALTHCARE IN BEHAVIOR HEALTHCARE POLICIESSTRATEGIES OFFER FOR OPPORTUNITY HEALTHCARE ¢ ¢ ¢

WHY SOME CITIES ARE FACING A LOOMING HEALTH CRISIS PROFILES OF HEALTHCARE PR FIRMS HEALTH CONVERSATION ¢ THE PUSH FOR PATIENT-FOCUSED HEALTHCARE PROMOTING A¢ SMALL PHYSICIAN PRACTICE “E-PATIENT” IMPROVING THE SOCIAL LIFE OF HEALTH INFORMATION IMPROVING¢ HEALTHCARE LITERACY AMONG CONSUMERS FOR PR CHOOSING THE RIGHT HEALTHCARE PR AGENCY ¢

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Vol. 28, No. 10 October 2014 EDITORIAL HEALTHCARE PR AND THE War is a powerful PR tactic. CELEBRITY SPOKESPERSON Consumers find guidance in those with NEW SOCIAL SITE OFFERS 6 26 whom they can relate and trust. FACEBOOK ALTERNATIVE Ad-free social site Ello is touting LACK OF DIGITAL HURTS itself as an alternative to Facebook. 8 HEALTHCARE Problems arise when implementing EDELMAN: TOSS “MARKETING 30 mixed communications strategies. COMMUNICATIONS” Richard Edelman thinks it’s time to drop PR’S REPUTATION SHREDDED 31 the term “marketing communications.” 9 IN MOCK TRIAL A prosecution team shredded PR’s rep- BIGGER CITIES, BIGGER 31 utation during a September mock trial. HEALTHCARE CHALLENGES The growth of megacities will HEALTHCARE COMMUNICA- bring a flood of healthcare challenges.10 TIONS IN THE E-PATIENT AGE A digitally engaged patient requires a COMMUNICATING VALUE IS 32 new kind of communication approach. EVERYONE’S JOB CHOOSING THE RIGHT AGENCY Healthcare costs are becoming a 11 IN A NEW ENVIRONMENT major national talking point. 34 The need for integration management HOW URGENT CARES HAVE is now crucial for healthcare clients. 59 CHANGED HEALTHCARE www.odwyerpr.com Challenges and opportunities NEW HEALTHCARE POLICIES Daily, up-to-the-minute PR news have arisen in our nation’s urgent 12cares. BRINGS OPPORTUNITY Providers’ mind-sets have changed, so GOVERNMENT RELATIONS 36 companies must change how they talk. GROWS IN HEALTHCARE NEW BEHAVIORAL CHANGE Government relations is now a fun-14 STRATEGIES FOR HEALTHCARE damentally important step in healthcare. 38 Healthcare PR pros have been forced to PROMOTING THE SMALL rethink how consumers make decisions. PHYSICIAN PRACTICE IS HEALTHCARE REALLY A PR in the local community is now 16 PATIENT-CENTRIC INDUSTRY? more important than ever. 40 Healthcare professionals should ask if IMPROVING CONSUMERS’ they’re focusing on patients’ needs. HEALTHCARE LITERACY NEW ENGAGEMENT CHANNELS Talking to patients in ways that IN CRISIS’ DIGITAL EVOLUTION keep them engaged and involved. 18 The rise of social media has changed 42 the world of crisis management forever. BOSTING THE SOCIAL LIFE EDITORIAL CALENDAR 2014 OF HEALTH INFORMATION PROFILES OF HEALTHCARE PR FIRMS 44 January: Crisis Comms. / Buyer’s Guide What healthcare PR pros can do to RANKINGS OF HEALTHCARE PR FIRMS dispel misinformation. 21 February: Environmental & P.A. 59 March: Food & Beverage INBOUND MARKETING WASHINGTON REPORT April: Broadcast & Social Media AND HEALTHCARE 64COLUMNS May: PR Firm Rankings Inbound marketing represents a PROFESSIONAL DEVELOPMENT June: Global & Multicultural shift in how businesses market themselves.22 60 Fraser Seitel July: Travel & Tourism THE PUSH FOR PATIENT FINANCIAL MANAGEMENT August: Financial/I.R. 61 Richard Goldstein September: Beauty & Fashion FOCUSED HEALTHCARE October: Healthcare & Medical Capturing a new voice from GUEST COLUMN 24 62 Joseph Honick November: High-Tech patients by refining and maintaining a December: Entertainment & Sports long-established dialogue. PEOPLE IN PR 63 ADVERTISERS Bliss Integrated Communication...... 23 Dodge Communications...... 17 Kovak Likly Communications...... 5 Public Communications, Inc...... 37 Bob Thomas Productions...... 8 Edelman...... 19 & 20 Log-On,...... 47 Solomon McCown & Company...... 35 Chandler Chicco Agency...... 7 Graham & Associates...... 42 LaVoieHealthScience...... 9 Strauss Media Strategies...... 43 Cooney/Waters Group...... 13 GYMR...... 38 Makovsky Int. Comms...... INSIDE COVER Crosby...... 15 Jarrard Phillips Cate & Hancock...... 27 Moore Communications Group...... 33 TV Access...... 62 GCI Health...... 3 JFK Communications...... 25 Omega World Travel...... 55 W2O Group...... 28 & 29 DNA Communications...... 11 Kaplow...... 41 Pan Communications...... 21 Weber Shandwick...... BACK COVER

Statement of Ownership, Management & Circulation as required by U.S. Postal Service Form 3526-R. 1. & 13. Publication Title: O’Dwyer’s. 2. Publication No.: 0003-525. 3. Filing Date: Sept. 10, 2014. 4. & 5. Frequency of issue/Number of issues: Monthly/12. 6. Subscription price is $60 annually. 7. & 8. Mailing address of publication and general business office is 271 Madison Ave., New York, NY 10016. 9. Publisher (Jack O’Dwyer) and Editor (Kevin McCauley) are at 271 Madison Ave., New York, NY 10016. Stockholders: John R. O’Dwyer, Christine O’Dwyer, and John M. O’Dwyer, 271 Madison Ave., New York, NY 10016. 11. There are no holders of bonds, mortgages or other securities. 14. Issue date for circulation data to follow is September 2014. A-I: Extent and nature of circulation: A. Average No. of copies each issue during preceding 12 months: 2,000. Actual No. of copies of September 2014 issue: 2,000. C. Average paid and/or requested circulation during preceding 12 months: 1,380. Actual paid and/or requested circulation for September 2014 issue: 1,410. E: Average total non-requested distribution by mail and outside the mail for preceding 12 months: 510. Actual non- requested distribution by the mail and outside the mail for September 2014 issue: 500. F: Total average distribution for preceding 12 months: 1,890. Actual distribution of September 2014 issue: 1,910. G: Average number of copies not distributed preceding 12 months: 110. Actual number of copies of September 2014 issue not distributed: 90. H: Average of total distribution and copies not distributed for preceding 12 months: 2,000. Sum of total September 2014 issue distributed and not distributed: 2,000. I: Average percent paid and/or requested circulation for preceding 12 months: 73.0. Actual percent paid and/or requested circulation for September 2014 issue: 73.8%. I certify that all information furnished above is true and complete. Jack O’Dwyer, President, J.R. O’Dwyer Co. Octmagazine_Layout 1 9/30/14 10:06 AM Page 5 Octmagazine_Layout 1 9/30/14 10:06 AM Page 6

EDITORIAL “War is a powerful and cynical PR tactic”

“ ar is a powerful and cynical PR tactic,” according to former Congressman and EDITOR-IN-CHIEF presidential candidate Dennis Kucinich, who wrote that line in an op-ed piece Jack O’Dwyer Wattacking President Obama’s decision last month to bomb Syria. Over the years, [email protected] I heard PR called many things, but never equated to war. Kucinich, though, makes a good ASSOCIATE PUBLISHER case. John O’Dwyer He expects the bombing of Syria will “momentarily boost the White House’s popularity [email protected] with self-serving heroic accounts of damage inflicted upon ISIS (and the U.S. equipment they use). Stuffing the November ballot box with bombs and missiles may even help the ASSOCIATE PUBLISHER Democratic Party retain the Senate. The bombs are Obama’s gifts from afar to beleaguered Kevin McCauley Red State Democrats. President Nixon trotted out Henry Kissinger near the end of October [email protected] 1972 to declare the wind-down of the Vietnam War. “We believe that peace is at hand,” said Kissinger with a straight face. That ultimately bogus statement served as the final nail in the EDITOR coffin of presidential candidate George McGovern. Obama’s October Surprise came a tad Jon Gingerich early. [email protected] Though Democrats could receive a boost in the upcoming election, Kucinich believes vot- ers will eventually wise up. “But after the election, the voters will discover that the president SENIOR EDITOR Greg Hazley played into the hands of extremists, hurt civilians, and embroiled our country deep into anoth- [email protected] er conflict in the Middle East,” he wrote. We saw that movie before. Obama was once considered the man who would end the disas- CONTRIBUTING EDITORS trous intervention policies of George W. Bush. The former shining knight has now followed Fraser Seitel the footsteps of his predecessor. Obama’s legacy will be stained for bombing a bunch of mur- Richard Goldstein derous thugs who want to return to the good old days of the 1500s. ISIS poses no threat to the U.S. Cutting off its oil sales would have doomed ISIS. Chandler Klang Smith The new Obama is a strong, decisive, on-point fellow with a clear action plan to carry the Editorial Assistant & Research fight against ISIS into Syria and beyond. He’s inspired by Vice President Joe Biden who said last month: “We will follow the jihadists of the Islamic State to the gates of hell until they are ADVERTISING SALES brought to justice.” He went on to elaborate that the US will travel to those fiery gates Sharlene Spingler “because hell is where they will reside.” The point is simple and direct. Associate Publisher & Editor The newly found hawkishness comes in the aftermath of the beheading of two American [email protected] journalists. Until very recently, our commander-in-chief admitted that he didn’t have a plan to John O’Dwyer deal with the terrorists. It will take years to wipe out the ISIS cancer. The effort will result in more American combat deaths. Advertising Sales Manager [email protected] Obama’s plan calls for airpower and drones to combat ISIS, a pattern that is playing out in Pakistan and Yemen. ISIS though is a much more powerful group than terrorists operating in O’Dwyer’s is published monthly for $60.00 the shadows of the low-intensity combat zones of Pakistan and Yemen. ISIS has advanced a year ($7.00 for a single issue) by the weapons — complements of US taxpayers and Iraqi cowardice or collusion — territory, prop- J.R. O’Dwyer Co., Inc., aganda machine and billions in funds. It’s unlikely U.S. air attacks alone are going to do the 271 Madison Ave., New York, NY 10016. trick. (212) 679-2471 The President has sent U.S. advisors to Iraq, and reiterated that American ground troops are Fax (212) 683-2750. not in the cards. That sounds like wishful thinking. Official scorers of the roster of disappoint- ments of the Obama presidency have added the Syria bombing and nuclear arms control to © Copyright 2014 the tally that has frustrated so many of his most ardent supporters. They sadly point to prom- J.R. O’Dwyer Co., Inc. ises on immigration reform, taxes, economic equality, jobs, global warming and end of U.S. OTHER PUBLICATIONS & military involvement in the Iraq quagmire as cave-ins by the man who inspired millions with SERVICES: his uplifting rhetoric and then dashed their dreams. www.odwyerpr.com The latest blow: The New York Times reported last month that the US is involved in a mas- 4 breaking news, commentary, useful databases and more. sive build-up of its nuclear capacity that will carry a price tag of a trillion dollars over the next three decades, a far cry from candidate Obama’s vision of a nuclear-free world. Jack O’Dwyer’s Newsletter 4 An eight- Former Georgia Senator and nuclear arms expert Sam Nunn is quoted as saying the nuclear page weekly with general PR news, media arms build-up preserves the status quo, which counters Obama’s original vision. Obama appointments and placement opportunities. claims to have been influenced by Nunn’s writing on arms control. The President’s “betrayed” supporters need to get a grip. At the risk of sounding like an apologist, his lofty promises were O’Dwyer’s Directory of PR Firms 4 has nothing more than pipe dreams isolated from the real world. Things happen. listings of more than 1,300 PR firms throughout Obama’s promises were derailed by developments such as the collapse that moved the the U.S. and abroad. world’s financial system to the brink, a recalcitrant Republican Congress that worked to dis- O’Dwyer’s PR Buyer’s Guide credit him from his first day in office, China’s growing military threat, stagnant/sinking 4 Products and services for the PR industry in 50 cate- European military budgets, Putinism and the rise of ISIS. gories. His retreat provides a teachable moment for Americans, nicely summed up by The Who’s 1971 hit, “Won’t Get Fooled Again.” A big part of Obama’s legacy is the notion that voters jobs.odwyerpr.com 4 O’Dwyer’s online will be much more skeptical the next time they are wooed by a political candidate offering pie job center has help wanted ads and hosts in the sky. That dessert is always beyond reach. £ resume postings. — Kevin McCauley

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MEDIA REPORT New social network threatens Facebook’s reign Ello, the ad-free social media network touting itself as an alternative to Facebook, has now gone viral, gaining a reported ing models used by sites like Facebook. A 31,000 new users an hour during one day in late September. But recent uptick in advertising content on will the anticipated project live up to its hype? Facebook has been a drawback for some, By Jon Gingerich and gripes regarding that network’s mon- etization of user information have grown palpable. nitially a private network consisting of can be a tool for empowerment. Not a tool Facebook has also taken reputational only several hundred members, newly to deceive, coerce and manipulate — but lumps in the court of public opinion over Iunveiled social media site Ello official- a place to connect, create and celebrate an updated naming policy that now ly began sending out user invitations ear- life. You are not a product.” requires users to post their real names or lier this year, and went viral as the result The de facto mouthpiece of the compa- face potential expulsion from the site. of several high-profile news reports in late ny is Paul Budnitz, an independent film- Many have criticized the move, stating September. Vox.com on September 26 maker, Founder and Owner of designer that it’s especially unfair to members of reported that Ello had gained 31,000 new toy company Kidrobot, and Owner of the transgender community. users per hour that day. The nascent net- bike company Budnitz Bicycles. Budnitz The subsequent public backlash could- work, currently available by invite only, is in April told tech blog BetaBeat that the n’t occur at a better time for Ello, which still in beta testing mode. team behind the project had been “fed up promises an “ethical” alternative for the Ello claims there will be no ads on the with other social networks,” and social media experience. News site Daily site, and that the company will never sell “exhausted by ads, clutter, and feeling Dot on September 22 published an article users’ data. Started by a group of seven manipulated and deceived by companies regarding the recent diaspora of users to co-founders, Ello touts itself as the “anti- that clearly don’t have our interests at the site, titled “The great gay Facebook Facebook,” and offered a “manifesto” on heart.” Facebook leaves void exodus begins.” The article quoted its site detailing the network’s philosophy, Budnitz as saying that Ello has now which promised a separation from the At least some of the inchoate buzz decided to add additional controls that business-as-usual monetary model behind behind Ello appears to be the result of a will allow users to report abusive behav- social media sites today. The missive swinging pendulum in the wake of recent ior. read, in part: “We believe a social network user dissatisfaction with current advertis- Profit model unclear The prospect of a new social media site toppling Facebook’s billion-plus monthly active users will be no easy feat, and there’s little possibility it will happen any- time soon. Plenty of startups have tried to dethrone Facebook before, and none have succeeded. Some, however, also wonder if Ello’s goals are too lofty; specifically, if its ad- free model could possibly sustain itself. Ello reportedly received venture capital financing in the form of a $435,000 invest- ment from Vermont-based FreshTracks Capital, leaving some to wonder how a monetary return could be achieved without a roster of third-party advertisers. Budnitz said Ello plans instead to raise funds by offering users an array of premi- um features, and claims these features would generate the needed revenue to pre- serve the site’s ad-free philosophy. Budnitz elaborated on the concept dur- ing a September 29 interview with Business Insider, stating that, “when a net- work is very simple, people want specific features, and they’re willing to pay for those features.” Budnitz hinted that music may play a role in the site’s revenue toolk- it, and claimed, “Say you’re a musician or a band, and you want to control multiple accounts from a single login. We can charge $2 for that. It’s not for everyone.” £

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Edelman: toss ‘marketing communications’ Richard Edelman said it’s time to drop the term “marketing communications” in favor of “communications marketing” to must operate with the rigor and analyt- correctly reflect PR’s role as full partner with the marketing ics of marketing and marketing must department. operate with the storytelling mindset By Kevin McCauley and marketplace reality of ideas,” according to Edelman. Communications marketing, to y reversing two commonly used solely repair them.” Edelman, is a “powerful way to re- terms, PR would illustrate its Communicators and marketers are imagine the opportunity staring us in Bmovement beyond credibility to inextricably linked. “Communications the face.” £ becoming the change agent, the CEO of the No. 1 independent firm told the Arthur Page Society on Sept. 21 during his induction into that group’s Hall of Fame. Edelman followed the footsteps of his father, Dan, who was elected to Page’s Hall 17 years ago. He called Dan “my best friend and mentor.” Communication marketing principles Edelman talked of the rapidly shift- ing PR environment, where image-driv- en marketing is giving way to a laser- like focus on long-term relationships. Three core principles drive CM. They are “evolve, promote and protect.” Evolve is to “enable serious change inside the enterprise or to introduce a product that is a discontinuous large step forward.” The PR person’s job is to “help fel- low executives lead the organization, not manage perceptions,” explained Edelman. Promote is grounded in PR’s “story- telling heritage.” Edelman said it’s not restricted to campaigns — like adver- tising — but rather designed to create movements. The communications marketer is “alive 24/7 with content and immersive experiences that are true to life and add value to relationships.” Edelman pointed to client General Electric as an example of a company with a robust media shop, producing GE Reports, Technologist Blog and Ecoimagination sites. Protect goes beyond crisis manage- ment. “We need to hold the organiza- tion to its promises where it matters most, on issues as diverse as human rights, tax and product safety,” said Edelman. Since globalization and transparency are permanent game changers, Edelman said brands can no longer try to sup- press or divert bad news. “PR now must be publicly account- able and aim to prevent problems, not

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REPORT Bigger cities mean bigger healthcare challenges Today, more than half of the world’s population lives in cities. By 2050, that number is expected to rise to two-thirds. Nearly one in eight urbanites now live in “megacities,” defined as having 10 million or more inhabitants. The rise of megacities will tax medical infrastructure in many societies, and will no doubt herald a flood of healthcare challenges some will be poorly equipped to handle. Fortunately, the PR industry has the ability and tools to help mitigate these challenges. By Jeanine O’Kane

PR uniquely suited to help public health megacities, whose heterogeneous popula- adical urbanization has been under- Megacities will test the wisdom and effi- tions outnumber those of many countries, way in the western world for 200 cacy of healthcare policies adopted by dif- consensus-building is all the more impor- Ryears. As the Industrial Revolution ferent countries. We believe health commu- tant. Communications replaced manual labor with manufacturing, nicators’ expertise and skills can make a professionals work- jobs attracted people and cities grew expo- meaningful difference. Here are some of ing in these environ- nentially. the strategies and challenges that megaci- ments may find that Then as now, cities offered the hope of ties call into play. more energy and time higher standards of living, higher incomes Providing medical services to socially, will be consumed in and better access to education, social serv- culturally and physically diverse popula- sowing consensus ices and healthcare. “Megacities” once tions requires deep insights and tailored among consumers, referred only to New York, Tokyo and communications. In a complex, culturally care providers, gov- Mexico City, urban areas whose popula- diverse environment, insightful, relevant ernment officials, tions exploded over a period of decades. and measurable communications are criti- business leaders and Jeanine O’Kane Today’s megacities are emerging in less cal for any company or organization con- health insurers. developed countries, according to the necting with specific populations. Understanding this United Nations’ 2011 World Urbanization The fact that a message is aimed at an necessity, communicators can adjust priori- Prospects: by 2030, there will be 41 megac- enormous audience does not mean each ties, budgets and timetables. ities, seven of them in China alone. message must be backed by an enormous Our role as health communicators is to Impact on health campaign. Often, reaching fewer con- crystallize our clients’ visions and identify Health threats in megacities are hard to sumers with a tailored message better facil- advocacy partners to advance their causes. quantify but impossible to ignore. Three itates behavior change. In West Africa, we By uniting clients with others that share that warrant particular attention because of can observe this principle as Liberia strug- their passion and drive, we can create part- their scope and long-range effects are air gles to respond to the ongoing Ebola out- nerships that drive innovative and practical pollution, climate change and mental stress. break. The disease has taken a terrible toll strategies to combat health problems. Globally, air pollution is the most impor- on the nation’s public health community, Measureable outcomes define success. tant environmental health risk, contributing which must make the most of extremely The health industry is awash in data. Many to approximately 3.3 million deaths annual- limited resources. Because only 43% of the experts say that our health systems are not ly, according to the World Meteorological population is literate — and because nearly making good use of this resource today, in Organization’s study “Megacities and half of the population is under the age of 18 part because systems lack “interoperabili- Urban Complexes.” In many megacities, — any effective campaign would have to ty,” and also because the objectives are the increasing levels of health-damaging “speak” to young people in a multimedia fuzzy. As we move toward a future in which pollutants far outpaces use of pollution- format. Health authorities decided that megacities are the dominant modality, we reduction measures. music could be a powerful medium. They must harness data in more effective ways. Experts also predict climate change will embedded advice about how to combat In planning a campaign, data analysis affect hundreds of millions of people living contagion in Hip-Co songs, a blend of U.S.- will help us address the fact that disease in cities over the next decade. Heat stress, style hip-hop and the colloquial English outbreaks and epidemics of chronic illness extreme precipitation, flooding, drought dialect that appeals to young Liberians. propagate across multiple locations, popu- and water scarcity caused by global warm- The songs, played on Liberian television lations and points in time. If you think of ing pose unprecedented risks to large urban and radio stations, carried warnings about today’s PR campaigns as structured on two areas, according to the Intergovernmental how the disease is spread and the best axes, location and time, then healthcare Panel on Climate Change (IPCC). thinking on how individuals can protect campaigns in a megacity of the mid-centu- Finally, there’s mental stress. In crowded themselves. The campaign illustrates one ry will be plotted on exponentially more. areas, individuals have less control over way to communicate creatively, under dire That’s because, on today’s campaign map, their environments, and social disparities budget and resource constraints, in a lan- the data we can predict or glean are only are exacerbated. One study, “Urban Stress guage the audience understands. loosely linked to population psychology, and Mental Health,” reported by the Communications professionals, gov- perceptions, attitudes and predispositions. London School of Economics and Political ernment officials, corporations and third In a few short decades, each of these dimly- Science’s LSE Cities project, showed urban parties must collaborate to address grasped determinants will be incorporated dwellers have a 20% higher risk of devel- major public health issues. By definition, into the campaign and analyzed as data sets. oping anxiety disorders, a 40% higher risk PR campaigns are conceived and crafted to The goal will be understanding, predicting, of developing mood disorders and double persuade stakeholders to act. There is Continued on next page the risk of developing schizophrenia. always an emphasis on collaboration. In 0

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Communicating healthcare value is everyone’s role The costs associated with healthcare have become a major national talking point, and this underscores the role healthcare munication professionals to anticipate the PR pros now play when communicating value to consumers. needs as well as points of view of multi- By Rita Glaze ple stakeholders in addition to cost that will be incurred by our public and private requires an understanding of different payers. All healthcare companies face he only constant in today’s U.S. stakeholders and their expectations of this challenge today, healthcare environment is change. value. For patients, value may be defined making it critical that TRight now, we’re experiencing as feeling better, lower out of pocket costs companies add this unprecedented change due to a crescendo and no hassles at the pharmacy counter. expertise to their of factors including continued implemen- For payers, value may be defined as the internal communica- tation of the Affordable Care Act, a new ability to reduce hospitalizations/bed days tions capabilities as alignment of incentives within the health- or an increase in patient function and pro- well as their selec- care system driven by quality and cost ductivity. It is important in today’s envi- tion criteria when savings, the integration of patient experi- ronment to understand the ongoing dis- choosing an agency ence into our thinking and planning and cussion and find opportunities to commu- partner. finally, an ongoing push for transparency nicate the value of our latest innovations. Understanding and Rita Glaze around the individual and collective costs As communication professionals, we preparing for the of healthcare. This national conversation need to actively evaluate all of our audi- new dynamics at play is playing out across all communication ences (patients, providers, government, in healthcare will expand the role of com- channels on a regular basis. media, payers and advocacy organization) municators who will have an even more In the past twelve months we have wit- and understand their perspective related to important place in ensuring awareness, nessed the cost-driven conversation reach value to ensure that the promise of these acceptance and building appreciation for a fevered pitch. Our audiences have come innovations may be understood in today’s the next level of innovations in health- together around the convergence of value, environment, while at the same time care. access, and price. In therapeutic cate- demonstrating a responsible approach to Rita Glaze is Executive Vice President gories like oncology and Hepatitis C, access and affordability. This is a delicate and Director of U.S. Market Access at providers, payers, patients, advocacy, balancing act, and one that requires com- Edelman. £ media and policymakers are calling for well-defined value arguments to support new innovations into the market. This underscores that communicating value is now every communicator’s role. In today’s environment, value is the central focus of every healthcare story. The chal- lenge for communicators today is — how do I construct my story given today’s landscape? Communicating the expected value of new healthcare products and services

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measuring and responding to the multi-axis triggers and determinants of disease and health. The role of health communications is to educate consumers, healthcare providers and public officials to help them make good decisions, and to influence their attitudes and perceptions of vital health issues. In the age of megacities, the intersecting planes of crisis and response are radically transformed but the mission remains. Communicating with efficiency and relevance to target audi- ences is the only correct course. Jeanine O’Kane is Managing Director of Biosector 2. £

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FEATURE How urgent cares changed the health conversation Changes in the national healthcare landscape have led to a surge in urgent care centers. Communicators working in the health industry would be wise to pay attention to the messages being crafted in these spaces, as well as new challenges and opportunities that have arisen. By Erika Kauffman

like knowing the cost of anything before Urgent care and cost he Affordable Care Act set into purchase, is reassuring to customers, mak- Unlike a traditional hospital, urgent care motion sweeping changes in the ing these types of centers increasingly facilities are able to provide accurate pric- TUnited States’ healthcare system, attractive. Many pharmacies (Walmart, ing charts for patients, allowing patients to and has consistently been a central topic CVS, Walgreen’s, among others) are start- see the cost of services before they receive within the national conversation. ing to provide basic care at their stores. them. Under this urgent care clinic model, Healthcare in the United States has always Additionally, some large-volume discount prices are often similar to insurance prices, been a layered and complex issue. It’s a stores now offer walk-in clinics for those ensuring that the patient knows the cost unique, complicated and emotive field, one suffering from basic health problems. and will not receive unexpected bills. Of all which relies on quality care and the dissem- Essentially, the message they are sending is the advantages and attractions of urgent ination of information to patients. simple: for a fee, usually one-third of the care clinics, this is Companies within this industry are chal- cost of a doctor’s visit, patients can see a perhaps one of the lenged to walk a fine line between adhering nurse practitioner for their healthcare needs. most significant. As to a myriad of legislative regulations while In today’s world, where consumers have such, it should providing consumers with information they more access to information than ever remain a key aspect need to make the best decisions about their before, it will be important for these urgent of messaging for health in a manner that is both transparent care centers to clearly convey their cost any urgent care and compassionate. structure and the benefit of this business business or adminis- While opinions on the ACA vary, it’s model to patients. Although it remains to be trator. clear that many healthcare providers have seen how these businesses will address this Due to their changed the way they provide care as a communications challenge (and the ongoing incentive Erika Kauffman direct response to the new law. Though Walmarts of the world may very well have to keep prices such changes are clearly documented, are a different approach than regional or stand- affordable, urgent they being clearly communicated to alone centers), if done effectively, there is a care clinics are important for those without patients? With so many options for health- potential for other healthcare providers to health insurance. While the ACA (or care, making an informed choice is critical follow in their footsteps and change the “Obamacare” as it has been colloquially for patients and getting them the informa- tone of the entire conversation around entitled) has increased the number of tion they need is critical to that process. healthcare and cost of service. Once again, insured patients in the US, there is still a The US healthcare system does not it will be all about communicating the significant number of people who do not respond to pure market force in the same details, ensuring that patients are making have insurance. Therefore, it can be way as other industries. At most hospitals informed decisions. For urgent care centers, expected that urgent care clinics and the and medical centers in the United States, it will be key to educate consumers on the healthcare professionals will (and should) it’s impossible for a patient to determine the differences between their services vs. more remain a key voice in the media coverage cost of a service until it is rendered. In sim- traditional office visits, walk-in clinics and on uninsured Americans and the effects of ple terms, this flagrant, though not deliber- emergency room trips. To establish credi- Obamacare. ate, lack of communication about cost is bility and trust among consumers, urgent As the numbers of urgent care clinics unsettling to the patient at a time when their care clinics will need to focus on explaining continues to rise, it will be important for stress levels may already be high. On top of the level of skill provided by the nurse prac- these facilities to communicate their points this, the labyrinth of varying pricing options titioners and doctors on staff, while clearly of difference in a transparent way — clear- for different insurance providers makes it communicating the differences and limita- ly identifying their capabilities, as well as next to impossible to determine the true tions in their abilities as compared to a tra- their limitations on care, while linking this value of care. ditional office visit. to the corresponding patient cost. Because The rise of urgent care centers Although the care may be excellent and their business model affords them a natural While public healthcare facilities and nurse practitioners receive much of the opportunity to speak out on two key hospitals may not follow traditional free training that regular physicians receive, national issues within the conversation on market forces, urgent care centers often do. nurse practitioners undergo less specializa- healthcare — cost of care and patients Since urgent care centers are not required tion and residency than fully-qualified without insurance — this is a segment with by law to see all patients, they can limit physicians. Conversely, while hiring a full- a major opportunity to set a new tone in their patient base to paying customers. time nurse practitioner may cost upwards of this discussion. As such, it is an area which For urgent care centers, communicating $120,000 a year, they usually cost less than healthcare communications specialists how this impacts the patient is imperative. half as much as an MD. As urgent care clin- would be wise to pay careful attention to With everyone paying their way and thus, ics seek to provide patients with services over the coming months and into 2015. removing the risk of delinquent payments, that are more directly correlated to end- Erika Kauffman is Executive Vice the cost structure is easier to both set and costs, this should be a key part of the edu- President and General Manager at 5W, and maintain. Knowing the cost of care, just cation process. heads the company’s health practice. £

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FEATURE Government relations: a rising role in healthcare During the last decade, government relations programs at high-performing healthcare organizations have evolved dramatically. What once was considered a secondary function is now recognized as a fundamentally important step, and plays a vital role in achieving a health system’s strategic goals. By Magi Curtis

holders to understand your organiza- Importantly, to make someone a he world of healthcare profession- tion’s issues, strengths and challenges champion for you, you have to make als has undergone unprecedented — and you want to have these relation- them a “believer” in the healthcare T change in the last few years — ships in place before you need them. you’re providing. The best way to do and continues changing daily. Through More importantly, you want a seat at the this is by getting them physically into that perfect storm of change has table when decisions are made. your facilities. During these visits, one- emerged a rising role of government Turning stakeholders into advocates on-one time with senior leadership is relations in healthcare organizations. Government relations is an essential critical, but even more important are Not least among the factors driving tool in an organization’s toolbox to tours that show- this change is the Patient Protection and achieve its strategic goals. From the case the unique Affordable Care Act. With the ACA, moment strategic goals are discussed, work going on providers are held to new standards of government relations should be at the within the hospi- accountability for quality and cost of table, helping to identify a strategy to tal walls. And, care — all while dealing with staggering obtain the “win” — whether it be secur- the visits should reimbursement cuts and tighter govern- ing managed care contracts, staving off be customized to ment regulation. The ACA’s sweeping reimbursement cuts or fighting for the given audi- reforms mean it has never been more increases, completing strategic partner- ence’s interest. important for providers to establish a ships, or building or repairing the orga- For example, if a consistent, effective dialogue with elect- nization’s reputation — by leveraging state legislator ed officials and regulators. existing relationships. has taken a Magi Curtis Government plays increasing role Successful relationship-building has, strong position Regulators and governing bodies at as its foundation, communications. A on fighting chronic the local, state and federal levels deter- wise government relations leader under- obesity, a facility visit could be tailored mine the rules and regulations through stands the need for a strategic communi- to emphasize the bariatric department. which providers operate. In today’s cli- cations approach, both broadly and to Government relations staff should figure mate, those regulators and governing the organization’s different stakeholder out beforehand what will resonate most bodies have an increasing role in how audiences. And they realize the impor- with the given audience, and plan organizations grow. That means the FTC tance of partnering with the communica- accordingly. is taking a closer look at provider con- tions and PR colleagues to accomplish Similarly, healthcare providers should solidation nationwide. State Certificate this. While the messages need to be visit stakeholders on their own turf. of Need boards are paying more atten- nuanced for each audience, an organiza- Instead of bringing the same crew each tion to the construction of new facilities. tion must have a consistent, core mes- time, vary the group that will attend. And states legislatures are choosing to sage platform: a way of talking about Sometimes it will be the CEO or CMO. expand (or not expand) Medicaid cover- itself that tells its story, shares its vision, Other times it will be an important age — which is directly tied to a identifies its needs. donor. If visiting a legislator to advocate provider’s bottom line and financial via- The ultimate goal of this approach is for Medicaid expansion, the government bility — while facing political pressures to turn each stakeholder audience into relations team might consider bringing a of their own and struggling to rein in your advocate. But, the key is in build- family who would suffer by a lack of their budgets. ing an army of advocates before the expansion. Another factor in the increasing need arises. These relationships take years of ded- importance of government relations is There are a number of best practices icated effort to build, but ultimately are that healthcare providers are becoming to earning those advocates. First, estab- worth the investment. Especially now, more and more dependent on the gov- lish a constant line of communication amid an ever-changing healthcare land- ernment — at the federal and state level with key stakeholders, so you’re contin- scape, a strong government relations — as a payer. This is a trend that will uously having conversations with them, effort that is aligned with strategic goals only increase as healthcare reform using your core messages as the bedrock and business initiatives is critical to an implementation occurs and the industry of your dialogue. When important organization’s success. Well-established continues to evolve. announcements come up, give those government relations programs will At its core, government relations is stakeholders advance notice — and ensure healthcare providers remain about building and maintaining strong when the opportunity arises, invite them viable and able to deliver excellent relationships with elected officials, reg- to participate in the announcement if patient care for many years into the ulators and key individuals that can appropriate (for example, picking up a future. impact an organization’s ability to shovel at a groundbreaking on a new Magi Curtis is Vice President of achieve its goals. You want these stake- facility). Jarrard Phillips Cate & Hancock. £

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FEATURE Promoting the small physician practice The use of strategic PR when working in the local community is now easier — and more important — than ever. Read up on a publication’s previous cover- By Georgette Pascale age and get a sense for how they approach stories, and craft your pitch to fit their communications with the press or at com- mold. Every publication has a distinct n the surgical world, the term “barrier to munity events). style; if your pitch displays an understand- entry” is used to denote the financial or If your practice isn’t the first in its area ing of this style or willingness to tell your Itemporal obstacles associated with to adopt a groundbreaking new approach, story according to their rules, the reviewing implementing a new technology or tech- you can still elevate your brand by empha- reporter or editor will be grateful and more nique. A new modality might offer faster, sizing your world-class commitment to likely to work with better, or safer treatment, but the first patients. Identifying patients who were you. Look up local things any buyer will ask almost always particularly impressed by their level of media online and find include: “How much will it cost me?” and care and who are willing to discuss their the reporters covering “How much time will I spend learning it?” experience is critical. Telling their success the local healthcare As healthcare regulations grow stricter story — and in turn, developing your own “beat.” These con- and reimbursement continues to decrease, — can be as simple and cost-effective as tacts will be much small practices must commit more time to leaving printed testimonial materials at a more likely to green- managing budgets and boosting revenue central station in the waiting room or light your story and by getting more patients in their waiting alongside take-home patient education work with you to room. However, as the need to develop materials. develop a compelling Share it with the community Georgette Pascale and implement an effective promotional narrative than their plan reaches an all-time high, I meet many Once your practice has established its generalist colleagues. small practitioners who shy away from world-class brand and created an environ- Embrace the medical community executing promotional tactics, citing asso- ment of distinction, your story will draw Finally, consider leveraging your referral ciated costs and a perceived staff time bur- local press and patients into the waiting network as a source of media interest. If den – their “barrier to entry” — as reasons room. Many medical practitioners are you have excellent relationships with local to stick to the routine. familiar with more cut and dry marketing specialists, highlight your proactive Here, I’ll share a few simple tactics tactics such as print, television and radio approach to ensuring patients are well designed to help small practitioners build advertising (all of which gets very expen- cared for by connecting them with nearby their brand, create a compelling narrative, sive, very quickly) and don’t know how experts with whom you’ve established a capture local media attention and ultimate- cost-effective and rewarding public rela- strong working relationship, and consider ly, drive awareness among a local commu- tions initiatives can be. Ultimately, reach- getting them some good press as well. This nity full of prospective patients. ing out to local media, establishing rela- not only improves credibility, but can also Start by building a brand tionships, and securing coverage shouldn’t boost the number of incoming referral If you want to evangelize your practice be an ancillary arm of your practice’s mar- patients you receive as nearby specialists to the local media and reap the benefits keting strategy; it should comprise a core reach out to connect with an emerging that come with media attention, you must pillar of all communications. local leader — you! Leverage your brand as news first develop its unique brand. Just as con- In today’s marketplace, the small prac- sumer brands like Apple and Samsung Your cutting-edge treatment paradigm tice that refuses to embrace innovative dedicate time, resources, and intelligence and commitment to patient can be the cat- approaches will get left behind. Large prac- to differentiating themselves from the alyst for a compelling story that will inter- tices and hospitals have the advantage of a competition, your practice will need to tell est the media and get the practice’s name large checkbook, and accordingly, the abil- a story that helps it stand out in the crowd. in front of hundreds, or thousands, of ity to hire PR and marketing firms on Creating a “premium” practice environ- prospective patients. For example, if you retainer. For practices with a narrower ment is an easy way to increase appeal integrate a new technology or procedure budget, it’s critical to understand how the among prospective patients and inspire and are the first in the area to do so, put out local media works and the value of estab- loyalty in current ones. Highlight the spe- a press release, disseminate it to the local lishing a line of communication. With this cialized services or technologies you offer media and follow up to discuss coverage in mind, my firm recently launched the that nearby competitors don’t, especially if opportunities. Patient care milestones can PCAccelerator: a “do-it-yourself” toolkit the practice is the first in its region or state be considered, keeping in mind that the we are bringing to small practitioners to to offer them. Patients are most confident news must be inherently exciting or help them jumpstart PR and marketing ini- when they feel they are in the hands of an “newsworthy.” Finally, inform the local tiatives. industry leader. If your practice has the media know about any charity or non- I encourage all small practice-owners to drive to continually learn and the profit participation you are affiliated with, learn more about how internally-driven resources to acquire the best tools for the as humanitarian stories make for com- promotion can elevate their standing in the trade possible, improve your brand value pelling coverage. community, drive patients through their Learn the basics of pitch writing by featuring the “cutting edge” philosophy doors and boost the bottom line — all with in all communications, both internal (in It’s critically important to understand the a wonderfully modest capital investment. the waiting room and in digital outreach to ebb and flow of pitching in order to speak Georgette Pascale Founder, President & the current patient base) and external (in the same “language” as the local media. CEO of Pascale Communications, LLC. £

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FEATURE Improving healthcare literacy among consumers Healthcare already has a captive audience. The real challenge lies in figuring out how to talk to consumers in ways that keep them supplements they are taking so it can be engaged and involved. captured by the doctor and inserted into the By Michal Regunberg electronic medical record. That can help eliminate adverse drug interactions that Here are some tips for organizations could otherwise happen. hat’s the only way we have any that communicate to and with the public Make it transparent. The more the pub- hope of ever truly controlling about healthcare: lic knows and can view online about the Thealthcare costs. According to a Keep it simple. While this may seem cost of a procedure or doctor’s visit, the University of Connecticut study, poor obvious, it’s tough to accomplish. more informed they health literacy increases healthcare Healthcare is proud of its jargon and reluc- can be. As an exam- spending by $106 billion to $236 billion a tant to give up any of the clever words ple, this fall, the year. devised to describe something. So, when health insurers in The good news is that those who have you use “deductible,” don’t expect the pub- Massachusetts are signed up on one of the exchanges have lic to understand what you’re talking about. required to each have taken the first step. How about saying what it really is: The a website and an 800 But do they really know what they amount of money you have to spend out of number that conveys signed up for? Do they know if they have your own pocket before your insurance will healthcare costs for a $1,000 or a $10,000 deductible? Do kick in. certain procedures they even know what a deductible is? Do Repeat. Repeat. Repeat. You can’t real- by provider. The Michal Regunberg they know if they have a $10, $25 or $50 ly explain the terms enough. Repetition state Office of co-pay every time they see a doctor? allows people to hear over and over again Consumer Affairs and Business Regulation Have they even chosen a doctor? what something means so that they learn it. will have its own website that will offer Employers are increasingly putting So, like a political campaign, when you links to the insurers. The hope is that con- more of the cost and control of employ- think you’ve defined and explained terms sumers will use the information to make ees’ care in their own hands but not nec- enough, it may just be starting to sink in. more informed decisions about their care. essarily giving them the tools they need Keep at it. Communicate through multiple chan- to do it well. Know your audience. In the case of nels. Not everyone gets their news online or Call it the next chapter in the American healthcare, not all patients or consumers from a newspaper or on a bus ad. People healthcare story. It won’t be an easy one have the same cultural or linguistic back- digest information in different ways so to write either. Health literacy is not ground. It’s important to be aware of and ignoring certain channels ensures that you something we Americans particularly use the appropriate languages and under- will miss some of the folks you are target- excel at. This information — medicine, stand how to reach a particular ethnic ing. Plus, we all know the golden rule that healthcare and insurance — is very com- group. Cultural sensitivity is necessary to to really influence someone, they have to plicated and hard to explain and under- really be able to reach your audiences. hear the same information from six differ- stand, even if you are immersed in it Healthcare organizations need to have inter- ent sources. every day. preters ready to translate the complex Make it fun. Fun and healthcare aren’t Doctors are usually willing to talk to terms. normally words you think about together. you about a symptom or condition or Develop and post a glossary of terms. It But to get and keep patients and consumers your overall health, but when you start may seem radical, but what if there were an involved in their care, finding ways online asking them about how much something easy to understand glossary of terms posted to use games or videos or blogs can really costs, they would rather not have to talk at key places within a healthcare setting, as help people know they are not alone and it about it. And up until this point, they well as online, so consumers can find what doesn’t have to be intimidating. haven’t had to. That’s changing for them they need to know easily? It might also help Listen. Medical professionals are trained as well. improve the patient-physician encounter so to impart knowledge to patients. But listen- We can’t really expect that people will there is a better chance that the information ing — truly listening — to what patients are actively participate in their own health- a doctor wants to impart actually is under- saying doesn’t always happen. Doctors, in care if they don’t understand what stood. particular, are often rushing between they’re supposed to do. Two decades of Encourage questions. Consumers are appointments and while they are physically research indicate that today’s health often intimidated about asking their doctor present during an appointment, getting their information is presented in a way that or another healthcare provider a question. If attention is sometimes a challenge. Maybe isn’t usable by most Americans, accord- they are encouraged to do just that, it could we need to create a button that says: “I hear ing to the U.S. Department of Health and spur a conversation that truly helps an indi- you” to remind providers that they should Human Services. Nearly nine out of 10 vidual understand what a doctor is trying to focus on the patient in front of them. It may adults have difficulty using everyday tell a patient and let the patient ask ques- only be 15 minutes but to that patient, it’s health information. That’s despite an tions until they feel they “get it.” the most important 15 minutes of the day. effort launched four years ago by the Write it down. Before seeing a doctor, Michal Regunberg is Senior Vice Obama Administration to improve health patients should be encouraged to come to President at Solomon McCown & literacy. the visit with a list of all medications and Company. £

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Improving the social life of health information The Internet remains a primary source for health information. Here’s what healthcare communicators can do to dispel the online,” and always use your best judgment misconception that “it must be true because I saw it online.” in social media communications. Be aware By Timothy Bird of your individual association with the company and its nies can counter misinformation spread by clients in online social onsumers now turn to the Internet as critics or other users on third-party sites networks; there’s no their primary source of health infor- such as Facebook and Wikipedia. This draft longer a clear bound- Cmation. One recent study reported guidance doesn’t lighten the regulatory bur- ary between work life 72% of Internet users looked online for den — it just makes it more feasible. and personal life. health information within the past year. Being part of the conversation Consider this carefully People are exchanging stories about health Inaction is not the answer. Life-changing when posting on to help understand what is happening to technology and groundbreaking medical Twitter, a blog, them and their loved ones right now and advances are improving health and saving Facebook or YouTube what might lie ahead. As healthcare com- lives every day. We have a responsibility to as it is a public com- Timothy Bird municators, our core business is reaching make accurate information available. ment in a public space. and engaging people where they seek While critics will debate whether the Don’t lose sight of health information. FDA guidelines violate free-speech rights, the fact that using social media to advance Despite years of experience that show or whether the agency is really up on the public health prevails over other purposes, social interactions play a key role in helping realities of social media, we can’t ignore including marketing, branding and relation- people better manage their health, there is those who are actively using social media ship-building. understandably some hesitancy from the to obtain and share health information. We Regardless of the online source used to healthcare industry to chart our own course must stay consistent with the FDA’s posi- communicate, public health is best served in social media. According to a recent IMS tion on social media but also remember the by clear, accurate, truthful and non-mis- report, only half of the top 25 pharmaceuti- age-old guidelines of regulated promotion leading information about all medicines cal manufacturers have active social media and use common sense: and devices. engagement with patients on healthcare- Follow the time-tested philosophy that Timothy Bird is President and COO of related topics. Online resources bring “if you wouldn’t say it offline, don’t say it Cooney/Waters Group.£ healthcare into peoples’ homes every day and provide valuable peer-to-peer support. Ensuring the accuracy of that information is now more important than ever. Who’s responsible for accuracy? Social media raises issues for us that our peers in other industries don’t face, mainly due to the U.S. Food and Drug Administration’s oversight of our efforts. The FDA carefully controls labeling, adver- tisement, and promotion for drugs and devices requiring FDA clearance. The Internet has complicated those regulations. Social media has made it easier to find information about medical conditions and treatment options but also to access infor- mation beyond what is on any drug label. Social media tools host online content that is primarily created and published by users other than the intellectual property owner or product manufacturer; much of this con- tent, therefore, may not be accurate. The FDA plays an important role in pro- tecting public health and recently provided parameters for our industry on the accept- able promotion of regulated medical prod- ucts on social media and other Internet channels. These include how to present risk-and-benefit information on social media that rely on character-limited mes- sages such as Twitter. FDA also provided guidance on how drug and device compa-

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FEATURE Inbound marketing brings fresh air to healthcare The advent of inbound marketing is a logical extension of a rapidly evolving communications environment where consumers are increasingly demanding personalized content. The use of digital and social media channels is exploding — especially in healthcare — and these “inbound” channels deliver content that directly targets patients and physicians and revolutionizes how we communicate about intimate, personal, and sometimes life-altering information. It’s shaping the future of healthcare communications as we know it. By John Kouten

attracting and establishing relationships include sharing functionality to amplify nbound marketing, loosely defined with target audiences via long-form the value of the content. as the art and science of drawing vis- story telling versus intrusive, paid pro- Lead generation Iitors to your organization on their motional tactics that are more akin to Generating traffic is only part of the own terms (versus obtrusively pushing advertising disciplines. inbound marketer’s goal. One must your messages onto them), represents a Communications experts can benefit also turn traffic into leads. Lead gen- seismic shift in the way businesses from incorporating inbound strategies eration can be develop content and market themselves, that demonstrate ROI. Proving that you enhanced through as well as in the way audiences access are increasing return is important for the development and process information. several reasons, most notably the posi- and implementa- If recent developments are any indi- tive impact on marketing budgets. tion of “premium cation, the healthcare marketplace Among respondents to the HubSpot’s offers,” landing appears to be embracing inbound mar- 2014 State of Inbound Marketing sur- pages and call-to- keting. As noted on the influential web- vey, no single factor had a greater action buttons. site Dose of Digital, numerous drug impact on budget — positive or nega- Whereas blogs companies and patient advocacy groups tive — than did “past success with are public-facing are utilizing digital media channels inbound.” and available to (e.g., blogs, Facebook, Twitter, Improving ROI may even safeguard all, premium John Kouten LinkedIn, YouTube, Pinterest) to deliv- your budget against factors beyond offers like webi- er content and attract target audiences. your control, like the economy itself. nars and e-book Notably, the vast majority of inbound Here’s a quick look at the four key downloads require visitors to enter their tactics undertaken by the commercial elements of inbound marketing: email addresses on a landing page in life science industry focus on unbrand- Website traffic generation order to obtain the desired content. ed content, such as Novo Nordisk’s Successfully generating traffic to a When a visitor fills out the form to Pinterest page. website requires a combination of tools access this content, a lead is created. Similarly, the patient advocacy com- working together. For most inbound Businesses can leverage their con- munity is increasingly employing marketers, the most efficient traffic- tent-specific expertise, as well as their inbound strategies to raise disease generating tools include search engine knowledge of their prospects, to build awareness, as exquisitely illustrated by optimization, blogging and social out both an electronic and a human fol- the Melanoma Research Foundation’s media sharing engagements. low-up process. This is online lead gen- Get Naked campaign and, of course, the SEO places keywords in the backend eration at its simplest and most effec- ALS Ice Bucket Challenge. code and in on-page content so that tive. For businesses seriously consider- Inbound marketing offers our health- search engines preferentially identify ing their website as an enabler of care communication clients a breath of and navigate to one’s website. To be growth, the marketing efficiency fresh air that will invigorate, comple- effective, SEO must be supported by behind these tactics is undeniable. And ment, and in some cases replace tradi- regular monitoring of website traffic from a sales or “awareness” perspec- tional PR tactics. Each of the sectors and rankings, as this can expose weak tive, leads generated from premium that comprise our client ranks — phar- keywords and phrases while identifying educational, customer-targeted content maceuticals/biotech, medical technolo- optimal keywords and phrases. can be hugely productive, based on how gy, devices/diagnostics, academia, Blogging can augment a company’s thoroughly they fulfill a prospect’s patient advocacy, and healthcare policy online presence by providing additional needs. — can amp-up their traditional PR pro- pages of content, hence creating more Lead conversion gramming with inbound tactics that opportunities to ascend search engine All who download a company’s con- deliver measurable ROI. rankings. Most corporate websites offer tent need to be followed up with, either Thankfully for us PR folks, embrac- a limited number of pages describing by a human or by an automated system. ing an inbound strategy is about provid- the company, its business and products. Part of that follow-up needs to consist ing target audiences with personalized, Blogging offers an endless opportunity of deeper content offerings, which high-value content. Similar to tradi- for new content pages on a variety of invite leads to access more of a compa- tional analog PR tactics, with Inbound, topics that resonate with a company’s Continued on next page content is king. Inbound is about customer base. Blogs should also 0

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ny’s content. Prospects can self-qualify to the next, depending on the services it marketing enables our customers to by opting into such offers, which can be offers and the consumer behaviors it find us, to communicate directly with presented through email marketing and seeks to affect. If a company is trying us and, importantly, to share their expe- lead nurturing. to increase online awareness and drive rience with others. Additionally, As an example, UCB Pharma pro- more traffic to its site, its metrics will inbound marketing tools are valuable vides a form field, to encourage need to answer the following types of because they are measurable, scalable patients with Crohn’s disease to opt-in questions: and repeatable. to receive more information via its Has the site’s overall traffic The future of healthcare communica- sponsored website. increased? tions depends upon the strategic inte- Premium content helps solve cus- Have our blogging efforts improved gration of inbound and traditional PR tomers’ problems and fulfill their the rankings for the keywords inherent tactics. Repurposing traditional PR needs. Lead nurturing and segmented to our core business? content for use via inbound marketing email campaigns can be used to target Have social media and link-building can make marketing/PR spending more leads more efficiently after they have efforts translated into a worthwhile cost-effective while monetizing vast converted on your site, and to trigger a amount of referral traffic? amounts of otherwise one-dimensional series of actions intended to generate If lead generation and conversion is content. Press releases, brochures, sales. the goal, a company can monitor other slides and video can be exploited Analysis and measurement metrics, namely: through all available digital channels. The Web’s massive footprint allows Do our webinars attract sufficient The timely implementation of fast-to- for almost total traceability, which numbers of registrants and live atten- fail communication programs will means all the tactics and campaigns you dees? enable maximization of the most effec- manage and build are instantly measur- For our ebook landing pages, what tive tactics and discontinuation of the able. This allows for easy replication of percentage of page visits convert into least effective. success — but only if you are watching downloads? To be sure, our clients will need to be the metrics that most directly impact What do the numbers tell us in terms educated about the benefits of inbound your marketing goals. Traceability can of how to improve our lead generation marketing strategies. We PR profes- also enable fast failure, allowing the efforts? sionals must therefore shoulder the marketer to jettison unsuccessful tactics By building a process that utilizes responsibility of breaking out of our before they inflict too much strain on inbound marketing’s four core ele- stuffy analog boxes and breathing the the budget. ments, we can improve the methods by fresh air of inbound marketing. The set of numbers a company needs which we target and communicate with John F. Kouten is CEO of JFK to watch may differ from one campaign our customers. Moreover, inbound Communications. £

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FEATURE The push for patient-focused healthcare The practice of engaging with patients isn’t exactly novel. The idea of capturing a new voice from patients, however, by talking with them and asking questions in an attempt to refine a long-established dialogue, is a trend that has now been set fully in motion. Here are the most effective ways we can keep patients at the forefront of our healthcare communication endeavors. By Kim Sammons

impact of adherence on outcomes and To be young again eing patient-centric is not a new the evolving role of digital communica- In addition to gender differences, there idea, but it seems it has caught a tions. Several interesting insights are growing variations in how generations Bnew wind behind its sails. emerged, and we learned what’s on the access and process health information. According to the 2014 Healthcare minds of these well-established and When faced with a health concern, each Marketers Trend Report, while many savvy patient-focused organizations, the subsequent generation (Baby Boomers to healthcare companies claim to be patient changes they are seeing in their con- Generation X to Millennials) is more like- centered, 78% of respondents agreed that stituents and the approaches that need to ly to seek out information from friends, few operate that way. Is it just lip service? be taken when tailoring communication family and the Internet before committing We don’t think so. In our experience, efforts to different audiences. to a course of action there is an earnest desire to put patients at She said, he said with their physi- the center of communication efforts, yet Men and women not only think differ- cian. theory and practice don’t always align as ently but, when it comes to managing Millennials are we intend. their healthcare, there is a wide gap in engaging with So, how do we better align our goals their approach. health information with our realities? What are the most Men want you to give it to them straight and their health- effective ways of putting patients at the — bullets, to the point, simple and direct. care providers dif- forefront of our endeavors? How do we It’s time to re-evaluate our assumptions ferently than any redefine our health communication around men’s engagement with their generation before. strategies to ensure we are meeting the health. What’s driving their (generally Research indicates evolving needs of patients? How can we speaking) hands-off approach, and what is Millennials make Kim Sammons get inside the mindset of patients to find our role and responsibility in changing the treatment deci- out what they really need? status quo? Once men enter the profes- sions based on what Evolution in how we work to better sional workforce, they have less time to they find online, appear to not be as com- understand patient needs is in progress. see a doctor, whereas most women accept pliant to treatment regimens as previous Consider the approach undertaken by the the need to see a doctor at least one day a generations and have a different level of U.S. Food and Drug Administration: the year. Men also start feeling more family expectation during a visit to the doctor. FDA launched a new initiative in 2013 pressures around age 34-49, so they aren’t We need to broaden our communication with this goal in mind. By hosting “Patient- necessarily thinking about taking a trip to strategies and channels to reach and Focused Drug Development” — public the doctor. We need to send the right mes- engage this generation. forums focused on specific health condi- saging about the importance of annual Talking healthcare, socially tions — patients are invited to share their physicals for men. We need to start It’s no surprise that the role of digital perspectives and opinions. The forums to addressing men as consumers of their in delivering health information is grow- date have provided the FDA with a bet- health, communicate with them through ing rapidly (isn’t everything in the digital ter understanding of various facets of information packaged in a way that will space?). Millennials are looking to their diseases not formally measured in clini- engage them and connect with them social networks to provide information cal trials, as well as cases where avail- where they already are. or recommendations about their health, able therapies do not directly impact the Women want more details, more facts. with 90 percent of 18-24 year olds trust- aspects of disease that matter most to Women want information to come to ing health information found on social patients. them, customized to their life stage and media. In fact, Millennials seem to make In an effort to uncover how patient their unique needs. How do we adapt to decisions with online information only – communication and engagement needs this shift from a “seek and find resources” stopping or starting treatments based on are evolving, GCI Health talked with a to a “serve it up to me for me” mentality? the experiences of others or what they diverse group of esteemed patient advo- Women respond to the voice of vitality read online. cacy groups — ranging from organiza- and the “younger age of wisdom” con- But, the younger generations are not tions focused on chronic conditions to cept. She wants self-help expertise with alone. A rising number of consumers — rare diseases, as well as those solely an increased emphasis on overall wellness and notably, doctors — agree that social focused on men’s and women’s health and prevention. We need to move away media has an increasingly important role — to better understand the challenges from general disease awareness and focus to play in healthcare. Forty-five percent they face in addressing such topics as more on her life experiences, speaking of consumers agree health information how people learn about their health, how directly to her based on her age and stage found via social media would affect their trends in health and wellness affect com- of life. We have to help her live well with Continued on next page munication, patient education, the her condition. She is not her disease. 0

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decisions to seek a second opinion from the opportunity to see the full picture. engaged and compliant. a healthcare provider, while 60 percent We must communicate the value of The discussion shows how much more of physicians believe social media staying on therapy, for both acute and there is to consider and how eager people improves the quality of patient care. And chronic illnesses, helping people under- are to discuss this topic to learn more. we can’t forget about the healthcare in stand that coming off medications causes There’s no silver bullet here. As an your pocket. Even beyond the quantified diseases to progress and you can’t industry, we must continue to share self movement, average consumers are always catch up. We need to educate experiences and best practices. We need increasingly leveraging their mobile patients on the effect of non-adherence to monitor trends and constantly assess devices/smart phones for their healthcare on health status. New technologies and which engagement strategies are work- needs. communication tools have helped man- ing, or not. There’s no destination either. Of course there are numerous, and age adherence. Text messaging platforms Putting patients first, being patient- growing, communications channels are becoming more popular as reminders focused, is a journey. As life evolves, available, and people want instant grati- to take medications, as well as reminders people evolve and so must our efforts. fication, so the challenge becomes pro- of doctor appointments. We need to pro- Kim Sammons is Senior Vice President viding people with the information they mote and utilize these readily available of Patient Initiatives and Advocacy at need, in their preferred method of com- forms of communication to keep patients GCI Health. £ munication, exactly when they need it. We seem to be moving more and more toward not just personalized medicine, but also very personalized communica- tion expectations. Engaging patients, be it through patient education or otherwise, will need to evolve as new generations develop chronic conditions. Millennials and Gen Xers are engaging with the healthcare system differently than Baby Boomers have in the past. Can we learn everyone’s name and unique story in order to deliver personalized communi- cation? In addition to the gender and genera- tion differences and the growing reliance on digital information, many insights emerged that apply to the broad audience of patients in general. Wellness remains a lifestyle principle that engages the masses. Breaking through often requires embedding infor- mation into overall health and wellness content, putting our messages into places where people already are. There is a critical need to teach people how to access and navigate the health- care system better; we have the opportu- nity to create a new generation of health advocates. Like never before, people need to see themselves within our communication; they need to find the information person- alized to relate to and engage with our organizations. As the U.S. demographics continue to shift over the coming years, we must focus more on adapting information to reach a culturally diverse audience; we must go beyond language to culture. For patients to live better they need to be empowered with the confidence to talk to their healthcare providers in a pro- ductive way. We need to instill that con- fidence in order for them to take that step and take care of themselves. Patient-facing advocacy organizations are rarely able to gather insights around healthcare providers; they are missing

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FEATURE Healthcare and the celebrity spokesperson Consumers today have unprecedented access to information, enabling better education, engagement and decision-making in everything from retail purchases to healthcare. While this access is empowering, it can also be overwhelming. Amidst this inundation, consumers look for guidance and leadership — and often find it from those with whom they can relate and trust. Enter the celebrity spokesperson. By Gil Bashe

media attention; however, if their connec- mulary steps, and connection to online xecuted thoughtfully and for the right tion to the medical condition is not believ- information and co-pay savings cards. campaign, a celebrity spokesperson able or contrary to healthy behaviors that Celebrities can amplify a brand or health Ecan capture consumer attention and complement therapy, they’re the wrong message, but they only spark conversation inspire action. But in today’s information- choice. Selecting someone else is the dif- around healthy choices — ultimately, phar- overload environment, choosing the right ference between being star-struck and being ma companies and their agency partners person to carry the brand banner is a deli- mission-oriented. must consider the patient’s path toward cate matter. Bigger is no longer automati- Companies must be committed first and access to care. cally better. After more than a decade of foremost to the public health call-to-action Some of the most building peer communities such as itself, and the peer-review science that sup- successful campaigns PatientsLikeMe — in which patients are ports that rallying cry, before considering use the celebrity finding increasing information and commu- celebrities who might give the message spokesperson as a nity through 24/7 online access, and seek- voice. complement to the ing out camaraderie with others who can The vetting process for a celebrity medical experience, relate to their experience — a celebrity spokesperson must transcend beyond their rather than the center- must come across as genuine, relatable, and Q-Score. The background check, cost and piece of the effort. on a parallel health journey. product connection are givens. There are Pairing the The potential for a recognized figure to always risks to leveraging a star to convey spokesperson with a Gil Bashe reach and influence people to engage in a a message, both known and unknown — clinical expert is par- solution is understandably attractive. Yet skeletons may appear suddenly — and ticularly valuable: while it’s true that celebrities can drive these must be determined. Still, a strong ultimately, it’s the strong connection attention, carry a call-to-action, and mobi- spokesperson is effective not because of between patient and physician that deter- lize patients, physicians and advocates their stardom, but because they are an actu- mines the path to improved care. The toward conversation, there is also tremen- al patient (or caregiver) who is conscious of celebrity can speak about their personal dous potential for missteps. the condition and willing to help others. experience, but the doctor needs to be there Despite good intentions, if a celebrity is Their personal story should exemplify the to discuss the condition and treatment pos- chosen solely for their star power, the cam- patient journey — reaching diagnosis, fac- sibilities. In these settings, modeling the paign can flop — or worse, backfire. From ing the challenges of being compliant, find- importance of “speaking with your doctor,” Mickey Mantle to Paula Deen, the health- ing the right language to communicate with as the link to strong and enduring care, is care sector has seen its share of celebrity physicians or other patients, and frequently one of the benefits of letting the celebrity spokesperson mishaps. In those cases, con- today, managing insurance company steps. share the stage with the patient’s ultimate troversy heightened brand publicity in the In fact, consumers often look to “someone hero — the health professional. Visibility short term, but lost authenticity — and just like me” as their ultimate role model for without medical wisdom does nothing therefore, staying power — in the long run. health-related behaviors. enduring for the brand — let alone for A celebrity who is authentic and willing to Consider the anti-obesity public health patient outcomes. The celebrity is there to talk candidly about challenges faced is key. campaign spearheaded by First Lady spark conversation; therefore, successful Truly believing in the information and Michelle Obama. An inspirational and campaigns leverage the opportunity to the health mission of the brand is not some- leadership figure, the campaign leverages model the doctor-patient conversation in thing that can be learned in media training her office and visibility to propel the public the media interview. (even for actors). health issue forward. Similarly, actor John When our clients’ products succeed in the Another key component of a successful O’Hurley’s discussion of lipid health, and marketplace, patient lives and public health celebrity spokesperson is the ability to his journey to manage high cholesterol and benefit. At the end of the day, when a com- transmit critical information without over- medication compliance, leveraged his pany steps back to evaluate its spokesper- powering it. The mission of the healthcare celebrity as a vehicle to share his genuine son campaign, the ultimate metric of suc- industry is not merely about products; it is patient experience and help educate others cess should be whether the message con- about improving life. If the spokesperson — not as a gimmick to attract attention to a veyed contributed to advancing public overpowers content — if their fame or situ- brand. health. Certainly, promoting brand and cat- ation overshadows the healthcare call-to- In planning a celebrity campaign, consid- egory awareness are crucial. Yet, if the action — then a star’s sizzle can actually er all the communication pieces that touch effort does not impact patient outcomes or detract from the message you’re trying to the patient and the health provider commu- quality of life, then even the brightest star amplify. The “A-Lister” who excites con- nity as they journey together from informa- will fizzle. sumers (including, perhaps, internal col- tion to call-to-action. Efforts must consider Gil Bashe is Executive Vice President leagues) may have gravitas and guarantee the needs of advocacy organizations, for- and Practice Chair at Makovsky Health. £

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FEATURE Lack of digital integration hurts healthcare Healthcare organizations face serious challenges when implementing comprehensive communications strategies that and what isn’t. This, in turn, leads to better, combine content development and digital initiatives. more tangible ROI and the ability to justi- By Brad Dodge fy spending more time and money on con- tent marketing. Drive your website to its full potential When it comes to content creation, watch More than 85% of B2B customers recently heard a plug on national news for tone inconsistencies. When many peo- search the Internet before making a pur- radio for a global PR firm claiming that ple are involved in writing and designing chase, which means your website is often Ithey specialized in social media. It struck content, especially across a drip campaign, the first point of contact for prospective me that it was kind of like a Michelin-rated it’s hard to maintain a consistent tone and clients. They may come to the website via restaurant saying they specialize in food. message. It can also create a disconnect search engines or Rather than promote the agency’s capa- between the look and feel of the piece, with from an email cam- bilities, the piece did a great job of spot- some embarrassing results, including mis- paign, but if your lighting its shortcomings — the inability to matched collateral colors and fonts, varia- website isn’t captur- leverage subject matter expertise through tions in email templates, landing pages and ing those prospective integrated services. It might as well have other digital assets. clients as leads, you said, “We’re still your father’s agency, but Great content takes time. Instead of risk losing them we’ve hired a few of his kids’ friends to working harder, work smarter — repurpose before you ever real- help us tweet.” existing assets so that previous blog posts ize they’re interest- Today, the most successful healthcare and recorded webinars, for example, can be ed. companies want more bang for their buck. used as collateral in emails. Keep them Many sites have Brad Dodge They might not need agencies in Paris and moving down the funnel by including a no strategy for London if they can tap a niche firm in North clear and subtle call to action in each piece increasing conver- America with deep contacts and industry of content, such as clicking a link or watch- sion rates, the percentage of prospective expertise. But what they do need and ing a video, so they always know how to customers who take an action you want demand is an integrated approach to con- take the next step and you always seize the them to, such as providing their email tent marketing that combines content devel- opportunity to capture their contact infor- address. Moreover, you can’t slap up a opment, marketing automation and digital mation. “Contact Us” page and expect the user will initiatives to increase brand awareness, Leverage a marketing automation tool both find it and fill it out. As a result, busi- thought leadership and demand generation. When you want to learn how to drive a nesses spend thousands of dollars driving This capability is truly the mark of distinc- car, you don’t just turn the key and punch traffic, but they don’t do a very good job tion. the accelerator. There are a lot of steps in capturing any of the prospects’ informa- When it comes to developing a sound between — videos to watch, manuals to tion. Successful companies capture infor- content marketing platform, here are three study and cones to weave before you ever mation on prospects through a wide variety best practices that the most successful com- get on the road with other drivers. It’s the of forms and calls-to-action on their web- panies employ: same with content marketing: in order to site that allow them to identify prospects, Establish a consistent strategy avoid disastrous outcomes, it’s essential to track their activity and communicate with Reaching buyers in the right channel learn the basics, from website best prac- them directly. with the right content at the right time is tices to the right marketing automation sys- Content marketers need to work closely becoming increasingly complex. That’s tem and customer relationship manage- with designers and developers to embrace why successful companies make sure they ment tool. the trends and contemporary technologies zero in on content strategy. Like the switch from stick to automatic, that make sites faster to load, easier to First you need to focus on and leverage a marketing tools have gotten simpler and maintain and friendlier to the latest plat- compelling value proposition. easier to use over time, but getting the right forms. Your web assets must include strate- Understanding how the content you are cre- results depends on the strategy and process gies that take advantage of ever-changing ating relates to your overall business goals of the organization, not the tool’s features search algorithms to ensure optimal search can help you rule out projects that aren’t and capabilities. Having a razor-sharp con- engine page rankings as well as the tools going to be beneficial. Laying out the basic tent strategy that includes persona develop- that enable you to track and measure con- components of your business product and ment, content mapping and distribution version rates. Together with ongoing ana- target audience can help you identify key will not only help further define your goals lytics, your website will rise above the rest messages and strengths around which to and vision, but also boost confidence. and reach that coveted number-one spot. build content while helping you anticipate With a documented strategy under the Healthcare organizations must find an your greatest challenges. Any content you belt, marketers will gain insight into how integrated communications agency partner create should tie back to defined business to allocate resources to manage the system, that can take these three crucial success goals, such as a campaign theme or some including training for sales and marketing, drivers and integrate them into one cohe- core corporate value. Identify your designating an administrator to manage the sive function to build awareness, establish strengths. Know what sets you apart from system, carving out time for creating and thought leadership and generate demand. your competitors and how to develop a con- deploying effective campaigns and extract- Brad Dodge is CEO of Dodge sistent voice across your content. ing the data reports to see what’s working Communications. £

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PR’s reputation shredded at PRSA mock trial A prosecution team shredded the reputation of PR during a September 8 mock trial of the profession held in New York City. and journalists,” making them more vulnerable to hucksters. By Kevin McCauley Deceivers, not liars Fran Hawthorne, a regular contributor esty. Trouble mostly occurs when the to the New York Times, and Delbert he “jury” — comprised entirely of focus is on “transactional” rather than Spurlock, former Assistant Secretary of audience members — listened to strategic PR, said Holmes. the Army and Executive VP at The New Tthe argument about York Daily News, were wit- whether PR is “deceptive, nesses for the prosecutions. non-transparent and of lit- Hawthorne commended the tle value to clients or soci- audience for “looking like ety.” very nice people,” but then PRSA’s NY chapter said “your job is to make me staged the event at write about things you want SUNY’s Global Center on me to and steer me away E 55th St. It drew more from bad news.” than 80 people. She said PR people “rarely Paul Holmes, Editor of lie,” but practice decep- Holmes Report, served as tion. They string along prosecutor, while Michael reporters from small publi- Schubert, Ruder Finn’s cations with promises of Chief Innovation Officer, access to the CEO, when in countered as defense attor- reality they are waiting for a ney. call from The New York Randy Cohen, who Panelists at the “trial of PR” conducted by PRSA/New York (L to R): Steve Times. wrote the New York Times Cody, Michael Schubert, Randy Cohen and Paul Holmes. Spurlock attacked PR as “The Ethicist” column, “monolithic” and a danger Photos: Sharlene Spingler was the judge. to civil society. He believes Cohen asked how the it’s wrong to fault jury felt about the charges before testimo- PR is tarnished by hyperbole, lack of Washington for gridlock. ny began and found “maybe four of you identification of paid spokespeople, “The problem is New York,” he said agree with these charges and the rest of failure to exhibit moral courage and due to the city’s role as center of world you do not.” omission of pertinent facts in order to finance, commerce and communications. Raps intellectual dishonesty burnish the reputation of clients, To Spurlock, PR has led to the Holmes launched a spirited attack on according to Holmes. “destruction of journalism.” PR, saying the profession at times relies He decried the phoniness of Exxon Practiced by angels on spin and practices intellectual dishon- promoting its efforts on global warm- Schubert acknowledged that PR may ing, while supporting groups like have some flaws but he’s always acted PR news brief ALEC, which is dead-set against envi- in an open and transparent fashion. ronmental safeguards. Jacqueline Brevard, former Chief Cigna unveils branding push Holmes cited a major PR firm that Ethics Officer at Merck & Co., said all recently established a front group in communications at that pharmaceutical Healthcare giant Cigna today launched a new support of management’s view in giant adhered to the highest code of branding campaign designed to reinforce the Washington Redskins name controver- ethics. Connecticut-based insurer's commitment to serve as advocate 24/7/365 for the health and security sy. Steve Cody, Co-Founder & CEO of needs of its 85 million global customer base. Conceding that the vast majority of Peppercomm, is proud to be part of the McCann Erickson developed the ad push that PR people conduct themselves in an industry. He’s also “walked away” from carries the "Together All the Way" tagline and ethical fashion, Holmes blamed a “rela- potential clients who are engaged in highlights the personal stories of individual Cigna customers. tively small” bunch of people who hurt questionable behavior. The campaign has 60- and 30-second ad spots PR’s image and cheat clients, employ- “PR is largely practiced by angels” is to air on national cable and print/digital/broadcast ees and communities. how Cohen summed up the defense spots slated for Atlanta, Dallas and Miami. He warned that the rise of social argument in the case. Ads kick off in China and India in October and media calls for higher standards of ethi- The “jury” ultimately found PR to be November, respectively. A micro site invites consumers to learn about cal behavior, noting that PR people are “innocent” of charges that “PR profes- forming a partnership with Cigna and explores spe- now directly targeting consumers and sionals practice deception, are not trans- cific services/benefits. completely bypassing journalists, the parent and do not offer a valuable serv- Stephen Cassel is Cigna's brand leader. traditional media-gatekeepers. ice.” Edelman handles the company's PR. To Holmes, consumers are not aware September was PRSA’s National of the “game played between PR people Ethics Month. £

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FEATURE Healthcare communications in the e-patient age Those who work in healthcare find themselves in a new communications ecosystem, where patients are now leading the conversation. The digitally engaged patient requires a new kind of communication approach, one that recognizes their hand in driving decisions regarding care, treatment options, and the way future healthcare conversations will unfold. By Brian Reid

The power of patients in communica- through the media or doctors or adver- hen it comes to being a tions has never been questioned, and tising. While focus groups and one-off patient, the list of interven- older primary care physicians delight in discussions with select patients may Wtions that don’t work can be telling tales of the “60 Minutes Effect”: have been a part of the strategy, listen- soul-crushing. Echinacea doesn’t work the phenomenon of a packed waiting ing — broadly and constantly — hasn’t for colds. Many kinds of knee surgery room on the Monday morning after “60 always been a requirement. Today, it is. appear to be useless. Popping ibuprofen Minutes” would broadcast a story about The third component of a patient-cen- does little to keep distance runners from a new dread disease. But targeting tered communication approach is agony. And some of the interventions patients via media relations has always engagement. Everyone benefits from have been proven to provide only slim been an indirect approach and an inex- open and transparent conversations, and benefits, apparent to statisticians but few act science, one that has been made all it’s critical that others. the more difficult by the decline in communicators That’s why it’s worth celebrating the mainstream reporting about health. open those discus- research that does show a benefit, such as Instead, the new era of the digitally sions. It’s worth a study presented earlier this year that engaged patient requires a new kind of noting that interac- found a strikingly effective way to make communication approach, one that rec- tion with patients is women with breast cancer and caregivers ognizes that patients are now, more than fundamentally dif- substantially smarter about cancer while ever, likely to be driving decisions ferent from dealing simultaneously decreasing anxiety. Two about their own care (and the care of with the media or in every three Breast Cancer Social Media others) and likely to be connecting with other traditional (#BCSM) participants who had high anx- other patients, creating new networks communications Brian Reid iety before joining the group reported low unbound by geography. audiences. They’re (or no) anxiety after taking part. This new approach has three crucial not interested in The method used to boost smarts and components: identifying this new breed being sold to. They’re not interested in quell nerves? An hour a week on Twitter, of e-patients, listening and understand- being pitched. Their needs will vary. participating in the two-year-old #BCSM ing where and with whom those conver- Some patients need information. Some tweetchat, which brings together patients, sations are taking place, and engaging need access to experts. Others simply providers, survivors and researchers for a with those patients in a transparent and want to connect with others. Listening directed but wide-ranging conversation. mutually beneficial way. first — then tailoring the approach to The topics change each week, and the The first component, identifying the individual — is the only way to group has tackled everything from humor patients online, is a job that requires respect the unique perspective of to relationships to creativity. both new and traditional skills. With an patients. #BCSM is just one example of the new unbelievable amount of discussion of Patients, unlike the usual targets of communications ecosystem, where it’s health topics online — our research health care communication, are a hetero- the patients leading the conversation. No suggests that cancer alone generated geneous group. They don’t all read the longer content to simply receive advice nearly 15 million pieces of online con- same publications or attend the same and treatment, patients are engaging in tent last year — analytics are a necessi- conferences, the way that providers do. two-way conversations about diseases ty to find meaningful conversations tak- They don’t spend the day sifting through now in a way that would have been ing place online. But that’s not a information to find interesting tidbits to unimaginable a decade ago. replacement for the old-fashioned pub- broadcast, the way that journalists do. According to the Pew Internet Project, lic relations skills: going to where the Their impact can’t be measured by cir- 72% of adults with chronic conditions use patients are, from charity walks to med- culation. And yet, they are a part of an the Internet. And those individuals are ical conferences. increasingly powerful information net- more likely than other adults online to The second element is related: it’s not work, one that requires the invention of gather information about medical prob- enough to find patients. Communicators a new set of communications tools. lems, search for reviews about treatments need to listen. And with the richness of Tapping into that network is no longer and read the personal stories of others. In content that now exists, there is plenty optional. The trend toward greater short, patients are not the passive recipi- to listen to (a good place to begin: those patient empowerment is no passing ents of medical intervention. They’re conversations taking place on #BCSM). fancy. Last year, 1.2 billion visits were managing their own care, and they’re An admonition to “listen” sounds intu- made to physician offices, emergency using technology to do it. itive, but it’s not historically how the rooms and hospitals. That’s a lot of This creates substantial new opportuni- industry has worked. Much of commu- patients. Ignore them at your peril. ties — along with ample challenges — for nications strategy has been about one- Brian Reid is a Managing Director of those of us in healthcare communications. way broadcasting to individuals, Media at Twist Mktg. £

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FEATURE Choosing the right agency in a new environment What healthcare clients need now more than ever — in addition to our communications expertise — is integration management. Given the specialization now at play in the marketing equation, finding the right agency leader to manage all the players is tantamount to success. So, what qualities should a healthcare client look for to manage their communications integration? By Michael Roth

client needs a “right-hand” agency. This more integrated program and create he role of communications in agency can help separate drama from greater cohesion among the multi-disci- healthcare has undergone a tecton- reality, maintain the focus on achieving pline group. Tic shift in the last 20 years. As program goals and field both important Can you trust the agency to keep Amara’s law of technology dictates, this and inconsequential questions with equal company secrets? The lead agency must evolution is similar to the movement of amounts of attention to ward off any be a “lock box,” since you are allowing the hour hand on a clock: if you keep inclination of favoritism and provide a them access to the staring at it, the hand appears to remain clear vision. highest levels of stationary. If you leave and return after Identifying an ideal lead agency partner company trade some time, you will see that it has The ideal, lead agency partner is one secrets, confidential moved a great deal. part master strategist, one part herder and interactions with In the blink of an eye, the increasingly one part diplomat. An optimal agency legal and regulatory complex healthcare environment has partner for integration is less likely a institutions, HR changed the way we need to do business. function of one discipline over another matters and, in some The most glaring example is the (i.e., solid arguments can be made for cases, exposure to “Agency Summit” meeting that gathers PR, digital, advertising leads) than an less-than-successful agency partners from across the country agency with strong industry knowledge, business ventures. Michael Roth to create a unified approach between character, diplomacy, chemistry, strong The lead agency company and consultants. Gone are the capabilities and leadership. You want an must have your complete trust. days where the summit table was relegat- agency leader whom you can trust with Is the Agency a Good Sounding ed to a small, clearly defined group — ad your business and insights from closed- Board on All Business Matters? agency, PR agency and the med ed door internal meetings. Those at the Clients not only need to have good agency. agency must see beyond their own capa- chemistry with the lead agency, but also Today’s “Agency Summit” can resem- bilities and understand the client’s larger need to have faith in the agency’s com- ble a giant, chaotic banquet table — strategy. The ideal lead agency partner mon sense on critical business matters. including access/reimbursement special- must be “channel agnostic”— the most Sometimes work calls for improvisation, ists, digital content and social experts, effective communications approach will in which momentary decisions must be web design, brand identity specialists, win the day, regardless of who handles made based on common sense and mobile consultants, traditional and its execution. In this integrated environ- knowledge of business objectives. Your online advertising, traditional and online ment, all agencies will strive for the best agency leader must offer superlative PR, event specialists and patient and pro- work product for the client. counsel, allowing you to feel confident fessional advocacy specialists. A few questions that clients should ask in your decisions. Cacophony, boredom and restlessness about who should help them lead an inte- If a crisis occurs, would you want often set in as each agency presents their grated healthcare communications team, them as your partner in the trenches? plan in a vacuum to one another. The include: Your agency lead should be the mouth- client is inevitably frustrated by the out- Do you trust the lead agency partner piece of all agencies in crisis, helping to come, and the agencies are confused and to roam the halls of your business? The decide who, among the consultants, is nervous as to whether their plan aligns lead agency’s ability to be bold and necessary in a multi-disciplinary crisis with the client’s wants and needs. speak frankly to a variety of personality scenario. For example, the agency lead A re-alignment and true agency inte- types (and make them feel comfortable) will make certain that internal communi- gration is now tantamount to success. is tantamount to its role. If leveraged cations is covered, that a communica- Clients need a banquet table of collab- effectively, your lead agency can drill tions liaise to legal and regulatory insti- orators who check their egos at the door. deeper in a variety of areas that have not tutions is available, assist with an inte- In this modern integrated communica- yet been explored. If done right, every- grated digital/social approach on a tions era, excellent work product and one internally will feel “heard” by the moment’s notice and, in some cases, a flawless execution are table stakes, while communications function. medical writer in addition to traditional emotional IQ and a collaborative mind- Does your lead agency understand agency release/statement writer on set are game changers and paramount to your overall business objectives? The standby. The agency lead should calmly the client’s success. Each member of the most important job of the lead agency is and effectively handle all of these tasks elite group must understand that they are to articulate the client’s business objec- while the client is submerged in chaos one instrument in the proverbial orches- tives in a clear, concise way and make internally. tra. To reign in this diverse group of certain that messages are conveyed cor- Michael Roth is Leader of the experts, with big egos, strong opinions rectly and “internalized” by all agency Healthcare practice at Bliss Integrated and insatiable desires for recognition, the partners. This, alone, will result in a Communication. £

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FEATURE Changing healthcare policies bring opportunity In the wake of one of the biggest changes in the U.S. healthcare system, the mindsets of providers have changed, thereby Society of North America, a highly influ- making it important for healthcare companies to change the ential event for Toshiba. way they talk to them. Since then, we have focused on inte- By Charlene DeBar grating this messaging into all of our communication platforms. From press mined we needed to focus more on releases to website content to brochures, n March 2010, the United States imple- addressing customers’ new needs under social media and advertising, we have mented the Affordable Care Act, the the ACA — their needs to drive change in ensured a strict policy of delivering the Ibiggest change to the national healthcare provider settings to provide better patient messages consistently. system since the 1960s. The ACA has care and reduce cost. We have integrated the language into transformed the way healthcare providers Positioning for success all of our internal communications and conduct business and deliver patient care, In 2013, Toshiba initiated a complete executive communications as well. For and directly impacts the way providers are messaging overhaul. Our challenge was to example, the new messaging was rein- reimbursed for the care they provide. find a differentiating way to connect to forced at our sales national kick-off meet- Before ACA, providers were reimbursed customers. Competitors were already ing. We understand based on volume — the number of visits or using all of the right buzzwords — value, that we can integrate tests ordered. Today, reimbursement is safety, efficiency — to garner attention. the messages per- evolving to a value-based payment model As a smaller player, we could not afford to fectly in marketing linked to performance. Reimbursement is blend in with them. We had to find a new materials, but we based on the value and quality of care pro- angle that would resonate with providers. have to ensure that vided to patients, all while reducing overall Partnering with a well-known advertis- Sales is reinforcing costs. ing agency, we conducted positioning ses- the messages too. Partners, not vendors sions to uncover Toshiba’s true identity. It We have seen The change has been steady, and over was a worthwhile journey, and we learned early success with the last four years providers have engaged that the competition wasn’t addressing the our new approach. Charlene DeBar the medical imaging market in a complete- market’s partnership and adaptability Last year’s RSNA ly new way. Where they may have been needs. messages were very quick to buy high-end systems for the We had an opportunity to capitalize on positively received with a high measure “cool factor” in the early 2000s, they are the fact that we understand our customers’ of recall by attendees (via survey), rank- now evaluating the system features business challenges, and that we are a ing number one in recognition against absolutely needed to deliver the best care partner that can adapt to their needs in a direct competitors amongst all attendees. at the lowest cost. way that the competition cannot. And our eBlast advertisements for the Providers are asking for clinical valida- Additionally, we held positioning sessions last year have consistently exceeded pub- tion of high end features so they can deter- with all of our business units and devel- lisher averages in open and click-thru mine whether or not the latest and greatest oped key messages for the team to use. rates. technology will actually change patient In developing the messages, we asked While consistency is key, redundancy outcomes. And, they are closely evaluat- ourselves the following: Does it commu- is annoying. Building on the fact that we ing imaging companies that provide the nicate a customer benefit? If the answer understand our customers’ business and most comprehensive service and educa- was no, the message was reframed. Does adapt to their needs, we are evolving the tion to ensure maximum equipment uti- it communicate a patient benefit? If the messaging to demonstrate that we give lization. answer was no, the message was our customers a voice. This second phase Put simply, providers’ mindsets have reframed. Does it talk about a Toshiba of our message evolution will launch at completely changed, making it more feature? If the answer was yes, the mes- RSNA 2014 accompanied by a new look important to change the way we, as health- sage was reframed. for our booth and an overhaul to our care companies, talk to them. Ensuring that all messages focused on advertising campaign that will deliver Adapting to customers’ needs customer benefits, we were able to visually on everything we have come to Toshiba America Medical Systems, Inc. demonstrate that we could partner with stand for. has a reputation for listening to its cus- them to solve problems and achieve suc- Bad habits die hard tomers and meeting their needs. We are cess for their organizations together. We Launching new messages and driving well known for integrating customer feed- enabled our sales force to engage in a dif- consistency is not easy and requires a lot back into our equipment, and Toshiba’s ferent level of conversation with of discipline for any organization. During Service organization regularly tops cus- providers, without the need to lead with this time of major change, the ACA has tomer satisfaction lists from industry ana- product features. Instead, they can confi- transformed the healthcare industry land- lysts. Yet, we were getting feedback from dently approach a customer and tell them scape for all companies, making it more sales that they were having a hard time how Toshiba can help them deliver better important than ever to speak to our cus- engaging customers and selling equip- care and reduce cost. tomers and not at our customers. ment because our marketing messages Message evolution with consistency Charlene DeBar is Manager of were not resonating. Our new, more customer-focused mes- Corporate Communications at Toshiba As a communications team, we deter- saging launched at the 2013 Radiological America Medical Systems, Inc. £

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FEATURE Behavior change strategies for healthcare Federal agencies, hospitals and health organizations are now faced with the task of motivating consumers to enact healthier behaviors. year, 8 in 10 women over 40, right here in These challenges have forced healthcare marketers to rethink how our county, had themselves tested for can- consumers make decisions, and the best way to influence them. cer.” This creative approach motivated By Denise Aube more than 600 women to respond and schedule a screening appointment, a dra- we need to identify and tap into con- matic increase. ow more than ever, healthcare sumers’ hidden motivations. Two Loss aversion organizations are searching for approaches to this are social norming and Traditional marketing campaigns are Nbetter ways to engage and moti- loss aversion. often based on the promise of “gain.” Use Social norming vate customers and constituents. The this brand of toothpaste, they might say, Affordable Care Act and the industry’s We like to believe we make decisions and people will find shift from fee-for-service models to value- solely on the basis of our own unique you more attrac- based performance and reimbursement needs and beliefs, but the theory of “social tive. However, the means health systems, payers and service norming” holds that people more often do “loss aversion” providers are being measured and incen- what they think other people like them are theory holds that tivized to keep people healthy. doing. the possibility of Meanwhile, public health agencies and At Crosby, we apply the principles of loss motivates peo- advocacy groups are on bold missions to social norming in our efforts with the U.S. ple to action more address a myriad of public health issues Department of Health and Human than the idea of and crises from childhood obesity to Services to increase the number of gain. Alzheimer’s. Americans who are registered organ My team at Denise Aube Meeting these challenges requires com- donors. In the past, communications pro- Crosby used this prehensive programs to not only engage grams focused mostly on educating the theory to develop an people in more effective ways, but moti- public about the need for more donors integrated marketing program to encour- vate them to take meaningful, positive using alarming statistics and pleas for age cardiovascular checkups at Saint action. This mandate requires a new way action. In contrast, new campaigns that Agnes Hospital’s Women’s Heart Center of thinking and communicating and, in are grounded in consumer research focus in Baltimore. Past promotional efforts turn, a greater understanding of how peo- on inspiring stories of recipients coupled presented all of the startling facts about ple make decisions. What mental process- with the message to “join the millions of heart disease and encouraged women to es do most people use to choose what Americans who are already registered to make an appointment. While this foods to buy, whether to take the stairs or provide the gift of life.” Positioning dona- approach surely generated awareness the elevator, or to see a doctor or register tion as an accepted social norm effective- about heart disease, it did not motivate for a screening? And what are the best ly provides that extra nudge people need women to call the appointment line. In ways to help influence their decisions or to sign up. A recent campaign using this contrast, the new campaign focused on behaviors? principle helped increase the number of reminding women what they risked losing For many years, traditional economic visitors to organdonor.gov and referrals to by not taking care of their hearts — their theory portrayed people as essentially state donor registration sites by 33%. coveted role in their families as wives and rational. They were thought to coolly A similar strategy was used to encour- mothers. This shift in communication pro- weigh the facts and then make a decision. age veterans to enroll for benefits with the duced dramatic results — all available Communications professionals generally Veterans Health Administration. In addi- appointments for heart checks were embraced this view, and their approach tion to dispelling misperceptions about booked within just a few months of the has been to “educate” consumers, hoping eligibility requirements, Crosby’s creative campaign. they will make the “right” choice. approach encouraged Veterans to join the Social norming and loss aversion are Behavioral science holds that knowl- majority of Vets (like them) who were just two of many behavioral science theo- edge alone is not enough. Research indi- already taking advantage of the benefits ries that can be used in the development of cates that the unconscious mind may con- they’d earned and deserved. This cam- healthcare communications programs that trol 95% of human behavior. paign in the Mid-Atlantic region was a actually drive what we refer to at Crosby Communications programs that are edu- major driver in a 27% increase in enroll- as “actions that matter.” Facts and sup- cation-based are fundamentally flawed, ment over the previous year. port points still have their place in com- says Neale Martin in his book Habit, We’ve also seen measurably better munications, but more as closers and because they focus on the “wrong mind.” results when applying this principle to rational ammunition for the decisions If decisions are indeed compelled by an local, grassroots public health campaigns made on an unconscious level. As these unconscious agenda, they may appear to designed to increase the number of examples show, targeting consumers’ true be irrational. Or as author Dan Ariley puts women getting cancer screenings. One motivations can powerfully impact their it, people behave in “predictably irrational mailing for a local Health Department behavior, resulting in better outcomes for ways.” used a traditional health-education focus everyone. This calls for communicators to think and produced fewer than 100 responses. A Denise Aube is Vice President and differently. Instead of just presenting second mailing featured messaging that Health Care Practice Leader at Crosby compelling facts or logical propositions, most local women get screened: “Last Marketing Communications. £

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FEATURE Is healthcare really a patient-centric industry? In our industry — where we introduce innovative healthcare products, treatments that save lives, and new forums for consumer communication — we like to believe that we’re focused on the needs of the patient. Patients have grown more educated and are increasingly proactive about seeking out information regarding diseases and treatment. Here’s how healthcare communicators can continue making necessary changes to bridge the gap between patient and PhRMA. By Peter Matheson Gay

information they want and packaged in spective, and industry should embrace n June, hundreds of creative mar- a way they want to receive it. that as a way of improving their offer- keters from around the world met in Kranich exemplifies both sides of the ings.” ICannes, France for the inaugural situation, and as an HIV-positive “Most of all,” she continued, Lions Health Festival. More than just patient advocate who has transitioned “patients want to feel like the industry an awards ceremony to commend wor- to the patient-relations side at AbbVie, understands them, that they have compas- thy campaigns, it was also a chance to he told us that it’s time for the industry sion and a desire to listen and learn what meet and learn from fellow communi- to take a more active role, but not to it feels like to under- cators about how the way we talk to underestimate the importance of build- go treatment.” patients is changing. ing relationships as a key component to That’s why the And why not, since our patients are effective patient engagement. third of the panel’s also changing? “If you want to provide information objectives is so At the conference, I had the honor of to patients, then the patient has to important. We can’t hosting a panel dedicated to emerging believe you. This means you also have be shy about saying groups of patients that are smarter, to put a lot of time and energy into trust what needs to be more connected and better informed building,” said Kranich. said in a creative than ever before. Featuring three spe- The truth is, if patients aren’t getting way. We need to be cial guests with experience in advoca- the information they need from indus- daring. Peter cy, activism and healthcare entrepre- try, they’ll get it elsewhere. They’ll Our industry Matheson Gay neurialism, the discussion focused on seek it out from each other, they’ll look works under some how industry should aim to reach the for it online and they’ll cut industry out of the tightest regu- “new” patient, and how we need to fos- of the equation. Considering the ways lations of any marketplace, but that does- ter creative approaches to drive real we’re positioned to give back to the n’t mean we can’t be courageous and talk engagement, and ultimately better patient community, it would be a shame to patients like actual people instead of a patient outcomes. if that happened. product monograph. Those guests — Diem Brown, Renee With all that in mind, the panel dis- Earlier this year, we conducted inter- Nicholas and Christian Kranich — cussion at Lions Health was framed views with those responsible for social were there for more than just to teach with three strategic objectives: take media discussions, and this, above all, us about being good communicators to action, engage the new patient and be was a conclusion shared by all of them. patients, though. At some point in their daring. “Of the FDA warning letters issued to lives, they’ve all experienced what it’s Taking action, as Kranich explained, pharmaceutical companies in the social like to be patients of life-threatening is not a spur of the moment decision, as space, very few were actually related to diseases. talking to patients if we don’t under- an activity that was ‘social’ in nature,” They, more than anyone else, recog- stand them can be more harmful than said Stacey Bernstein, Senior Vice nize the importance of focusing on helpful. Luckily, our industry has President and Director of U.S. Digital patients when delivering a message, already put in the legwork. We’ve met Health at Weber Shandwick. and it’s because those patients are not with advocates and we’ve listened to Perhaps Diem Brown, two-time sur- just consumers anymore. They’re the patients on social media for years. vivor of ovarian cancer and cast member informed — so much so that we called The panel highlighted how important it for MTV, worded it best. “We’ve heard them Very Informed Patients (VIPs) — is to do more than listen, and to turn about the engaged patient for years — and they’re educated about their ill- these learnings into real programming where is the engaged industry?” nesses. They form support groups that will have a meaningful impact on We need to make the changes neces- online where they can learn what works patients’ lives. sary to bridge the gap between patient and what doesn’t, where they can dis- And when it comes to their health, and PhRMA to better our service offer- cover what to expect and where to go patients want to be able to ask ques- ings, of course, but also to rebuild and next. tions and receive answers quickly. solidify our bonds with patients like her. In many ways, patients understand Breast cancer survivor and former With these philosophies in mind, the their own diseases better than we do, Director of Corporate Engagement for engaged industry is only a shift in strate- and some would argue, better than the Livestrong Foundation Renee gy away. some of the healthcare providers who Nicholas added, “Patients don’t want to Peter Matheson Gay is Creative treat them. As healthcare communica- be talked at. We deserve to be a part of Director of Health at Weber tors, we need to meet them with the the conversation and to share our per- Shandwick. £

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FEATURE New engagement channels in crisis’ digital evolution The rise of social media has changed the world of crisis management forever, rendering once tried- and-true approaches vulnerable, even potentially obsolete. These new channels of communication in our digital world, however, also lend crisis management experts a key advantage: placing the conversation in new spectrum, where engagement with clients and the public is pervasive. By Brad Herrick

While these are worthy goals, practi- I was fully awakened to the digital risis Management, as a distinct tioners did not fully anticipate how new disruption of crisis management in May discipline, is often traced back to forms of social media would level the 2011 when a tornado wiped out our hos- Cthe early 1980s, when the infa- playing field, rendering a heavily con- pital in Joplin, mous Tylenol tampering incident was structed approach to crisis management Missouri. I was viewed as an exemplar case of a compa- vulnerable and potentially obsolete. working for Mercy ny successfully navigating through a cri- Digital blows out the cascade at the time, heading sis to regain marketshare. PR industry Anyone involved in the art and science up their digital professionals further honed the craft dur- of crisis management can attest to the value department and ing the 1984 Bhopal disaster, the of planning and foresight. Conversely, any- working closely Challenger accident in 1986, and the one who is watching NFL Commissioner with our PR folks on Exxon Valdez oil spill in 1989. Roger Goodell squirm in his seat following the ground. In an Throughout the last two decades, crisis TMZ’s release of the video showing instant, the notion of management has evolved in terms of the- Raven’s player Ray Rice knocking out his cascading informa- Brad Herrick ories and tactics, but it has always been fiancée in an elevator, fully understands tion internally grew centered on two central assumptions: 1) how one bad decision backed up by one difficult, then the Crises can be planned and managed with piece of content can bring down a brand same impared our attempts to communi- enough forethought; 2) The end goal is empire. In this new digital era, there is very cate externally. focused on reputation management and little time to cascade communications to Instead, efforts to cultivate “official” maintaining or regaining market share. various audiences. spokespeople on the ground gave way to clinical witnesses and survivors post- ing their experience via Facebook, soon thereafter to be interviewed by CNN. With all traditional communications channels down, our only strategy was to communicate to all stakeholders, instantly, through existing and newly sprouted social media channels. This was my first personal experience at what I call the Crisis Conversation Continuum, a new perspective that places each crisis along a spectrum of conversation, never in isolation, and always having a beginning and end that is rooted in audience engagement. This approach recognizes the different digital world we are in: Control vs. conversation: There are limits to our ability to control our brand and message. Messaging and positioning cannot be so easily abstracted from the brand and manipulated. Your brand already resides online, among the cus- tomers and conversations taking place around it. Authentic vs. manufactured: We must maintain authentic conversations, consistently with all audiences. While all information is not intended for public consumption, the most trusted brands understand there is a thin veil between 0Continued on next page

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what is private and what may become a social media listening posts online can know when to respond to negative opin- reputation nightmare online. help you assess the seeds of discontent ion online and when to let the communi- New engagement channels in crisis’ digital evolution Linear vs. asynchronous: The cas- where they exist and determine vulnera- ty conversation marginalize outliers. cade of communications has flattened. bilities. The good, bad and ugly senti- Teams should have continuous access to We must move simultaneously to com- ment should be reported at all levels in real-time analytics to evaluate the source municate to all internal and external the organization, unfiltered and authen- and impact of negative sentiment. stakeholders at once. This means we are tic. These listening posts will act as valu- Step 5: Rinse, wash and repeat steps limited in our ability to “spin” the story able channels of engagement should a 1-4. Rinse and wash every crisis event in for various audiences. Increasingly, the crisis event occur. a reflection of its source, impact and story is the story for everyone. Step 3: Engage in meaningful con- reach. One rule of viewing crisis man- Brand focused vs. audience value: versations and storytelling. A very agement as a continuum is that it never We must not be myopic in focusing on intentional content strategy that is found- ends. Plans are continually adapted the message we want to deliver to tradi- ed on telling authentic stories and facili- based on new conversations and listen- tional media outlets. Instead, we need to tating meaningful engagement is an ing posts are continuously monitored and provide our audiences with direct infor- important component to crisis manage- expanded. mation they need during a crisis. This ment in the digital age. First, it will bal- President John F. Kennedy once said transforms from a one-to-many broad- ance negative content with a continuous that Chinese word for “crisis” is com- cast to two-way conversations between stream of positive content, which is high- prised of two characters — “One repre- and among communities, often bypass- ly valuable for search engines. Second, it sents danger and the other opportunity.” ing established channels. will open up channels of community If that’s the case, the opportunity for cri- Organization created content vs. sharing and engagement that you can tap sis management lies not in our ability to user generated content: There are lim- into during crisis time. control a message and manipulate opin- its to the amount of information and con- Step 4: Respond and act. When a cri- ion and maintain marketshare; it lies in tent we can produce to impact a crisis. sis does happen, huddle your agile teams our ability to open up new channels of Your employees and customers will nat- together quickly to determine rules of engagement with our employees and our urally begin generating their own point engagement and conversation. Each customers. It depends on our ability to of view online. The way we respond and team should have at least three essential express the true essence of our brand, react to user generated content and com- participants: 1) Subject Matter Expert; 2) one story at a time. Put simply, it’s a dia- munity conversation is an essential Legal Counsel and HR; 3) logue of trust. ingredient to effective crisis manage- Communication Expert and Community Brad Herrick is Senior Vice President ment. Manager. There is an art and science to of Digital at ReviveHealth. £ External focus vs. internal focus: Because employees can communicate directly on social media and laws often protect their speech online, our internal audiences are just as important as our external audiences. We must recognize there are blurred lines between these two audiences and craft our planning accord- ingly. A modern crisis blueprint Today’s digital era requires new think- ing about crisis management. Planning is still essential, but a different type of planning than the crisis management constructs of the 1980s. Following are some steps to follow to architect your blueprint on the Crisis Conversation Continuum. Step 1: Create an agile Crisis Conversation Continuum plan. An agile approach organizes nimble teams around specific audiences and conversa- tions and adapts crisis planning and sce- nario development accordingly. These teams should have baseline plans, how- ever; those plans should be always adapted to new conversations and events as they arise. Also ensure that your C3 plan includes both internal and external social media guidelines and rules of engagement. Step 2: Listen until it hurts. Listening is inoculation against the spread of a viral crisis online. Setting up

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O’Dwyer’s Guide to: HEALTHCARE COMMUNICATIONS

assume responsibility for their agency that partners with vision- 5W PUBLIC ALLIDURA quality of life. It is a changing ary clients to deliver ground- mindset and a new way of living. breaking programs and improve RELATIONS CONSUMER We are proud to represent, and the health of people’s lives. For often launch, these brands into more than a decade, B2’s experi- 1166 Avenue of the Americas 450 West 15th Street, 7th Floor the health and wellness market, ence as an agency spans virtual- 4th Floor New York, NY 10011 empowering consumers to take ly every category in the industry New York, NY 10036 212/229-8400 greater control of their own per- and drives strategic solutions for 212/999-5585 Fax: 212/229-8496 sonal health and wellbeing. Our their clients. www.allidura.com healthcare clients include pub- With a dynamic and collabo- Ronn Torossian, President & CEO Twitter: @allidura Erika Kauffman, General Blog: allswell.allidura.com licly traded companies, national rative team in New York, Manager & EVP and state associations and non- Washington, Los Angeles, and profit organizations. London, B2 provides clients 5W Public Relations is a recog- Whether it’s cars or cameras or diapers or detergent, health has with global reach and fully inte- nized leader in the healthcare PR BEEHIVE PR grated services. Biosector 2, as arena. Being one of the most tal- never been more ubiquitous than it is today. For some brands, part of Chandler Chicco ented and experienced PR firms in Companies (CCC) and the health may be a new focus. 1021 Bandana Blvd. E., Suite 226 the industry, we have unrivaled inVentiv Health network, deliv- expertise in consumer health, inno- Fortunately, it’s always been at St. Paul, MN 55108-5112 the center of ours. And, we’ve 651/789-2232 ers unmatched perspective, cre- vative science and a track record of Fax: 651/789-2230 ative know-how, and a truly shaping strategy, implementing taken this knowledge and enthusi- ome of the world’s largest www.beehivepr.biz integrated approach to commu- programs and driving business asm to s brands to help them connect with nications. value for our clients. Our health today’s socially charged, health- Lisa Hannum, CEO At Biosector 2 our main goal PR practice is structured around , VP minded consumers. Nicki Gibbs is to create measurable behavior effective and fresh communica- Ayme Zemke, VP Allidura Consumer, part of change for our clients’ most tions strategies that engage stake- Chandler Chicco Companies and important stakeholders. Our holders in a personal, meaningful, Beehive PR is a strategic PR InVentiv Health, takes an inte- track record reflects the system- and useful way. Our prescription boutique based in St. Paul, Minn. grated approach to communica- atic approach we take for all of for results that advance the inter- We are best known for fresh tions with capabilities spanning our clients’ business needs. Our ests of both existing and emerging insights, big ideas and contagious public relations, digital and social dynamic, insightful approach companies include daily contact energy that creates bold growth for media, marketing and branding, allows us to solve today’s prob- with key media, established rela- our clients. graphic design and multimedia, lems while uncovering tomor- tionships with leading medical pro- Beehive is focused on creating a and research and measurement. row’s opportunities. fessionals, a network of regional positively brilliant experience for allows health experts, a solid understand- Our client counsel our clients, partners and team — brands to communicate across the BLISS INTEGRATED ing of regulatory issues and the every day. Our senior strategists wellness spectrum regardless of ability to distill and communicate and savvy specialists are experts in whether a brand’s equity is in COMMUNICATION clinical data to key stakehold- strategic communications and health or faced with a health chal- ers. Few PR agencies in the U.S. quick studies of our clients’ busi- lenge. Our meaningful insights 500 5th Ave., Suite 300 have such a successful reach and nesses. We bring curiosity, opti- and creative know-how have been New York, NY 10110 range within health and wellness mism and authenticity to every- tapped by a full range of con- 212/584-5484 including physicians, OTC brands, thing we do. And we deliver results [email protected] sumer product and nutritional biopharm, vitamins & supple- on time, on budget. supplement brands, over the Michael Roth, Healthcare ments, plastic surgeons, alternative Our team has extensive health counter and beauty products, and Practice Leader health centers and doctors, psy- care brand experience, including food and beverage companies. chologists, nutrition & diets and all Coloplast, 3M, Arizant Healthcare, Bliss Integrated’s Healthcare forms of health and beauty servic- Arkray USA, Children’s Hospital’s Practice spans the life sciences es companies and organizations. ALLISON+ of Minnesota, HLT, Inc. and continuum. We are a strategic From weight loss organizations PARTNERS University of Minnesota Health. communications partner to phar- including Pritikin Longevity maceutical, biotech and medical Center & Medifast to representing BIOSECTOR 2 device/diagnostics companies, leading doctors in many specialties 1708 Peachtree Street, Suite 100 advocacy and professional Atlanta, GA 30309 we garner results in the healthcare 404/885-9596 450 West 15th Street, 6th Floor groups and healthcare data com- space. Our client list includes www.allisonpr.com New York, NY 10011 panies. To most effectively sup- Prophase Labs, makers of Cold- 212/845-5600 port our clients’ needs, we focus Eeze, the #1 pharmacist recom- Brian Feldman, Senior Partner www.biosector2.com on three core disciplines: corpo- mended cold remedies; Kinray, Twitter: @biosector2 rate communications (portfolio & one of the largest pharmaceutical Our healthcare campaigns Blog: b2view.biosector2.com internal), product communica- wholesale distributors in the U.S.; break through the clutter by [email protected] tions and thought leader (client USANA Health Sciences, one of and third party) communications. building connections, shaping Jeanine O’Kane, US Managing the world’s top-rated nutrition and public policy and creating initia- Director More than 70% of our health- supplement brands; global cosmet- tives that make a difference for David Kane, EU Managing care business is global, and 100% ic conglomerate Shiseido; and consumers, patients, providers Director of our initiatives include strategic RxAlly, the country’s largest per- and the healthcare industry. With social and digital market integra- formance network, uniting 20,000 obesity rates on the rise, people Biosector 2 (B2) is a global tion. We often play the role of pharmacies nationwide. are making a conscious choice to healthcare communications “lead integration agency” for our

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PROFILES OF HEALTHCARE & MEDICAL PR FIRMS

clients, as we manage multiple text of opportunity to help com- sively. For more than 20 years, care technology, hospitals, non- consultants for them to ensure panies capitalize on a market Chamberlain has worked to profits and academic centers. business objectives and messag- pivot, optimize products and redefine and shape the standards CCA sets the standard in ing remains clear and concise build sustainable brands. Brewlife by which health information is delivering best-in-class commu- across all communications disci- works with entrepreneurial clients communicated. As counselors in nications in a collaborative, plines. from venture-backed startups to this complex and evolving envi- flexible environment where cre- At Bliss, we know that every mid-cap companies that span ronment, we are passionate ativity reigns and clients come client has its own DNA — a multiple verticals. Offerings about translating science into first. Highly valued as a natural unique culture and approach to include but are not limited to meaningful messages that extension of clients and winner working with its core constituen- expert research analytics, strate- empower and inspire our audi- of PRWeek’s 2013 Healthcare cies and delivering critical mes- gic positioning, brand develop- ences to take action and make Campaign of the Year, the CCA sages in its own way. Bliss ment, creative design, advertis- informed decisions about their team is passionate about the works directly with senior mar- ing, media/investor relations and health. Chamberlain’s diverse work and proud to be making a keting, medical and communica- digital development. Established client roster represents several real difference in people’s lives. tions executives to cut to the in 2013 in San Francisco, sectors in healthcare — from Our communications pro- heart of the matter to gain align- Brewlife is continuing to expand leading Fortune 100 & 500 phar- grams are driven by the need to ment on their aspirations and to service its growing client maceutical companies, to non- motivate behavioral change project realistic outcomes. Our base. For more information on profit organizations, to biotech- among stakeholders. We clients trust Bliss as a long-term Brewlife, please visit nology and medical organiza- achieve this by bringing the partner to set a strategic commu- www.brewlife.com. tions. right people to the table — nications path and execute new, At Chamberlain, we offer a healthcare professionals, creative ways to first meet, and CAPSTRAT complete suite of communica- thought leaders, advocates, then exceed, business objec- tions services to reach target patients and loved ones — and tives. 1201 Edwards Mill Rd., #400 audiences through appropriate then building alliances, commu- Raleigh, NC 27607 channels — fully matched to nities, and champions motivated BREWLIFE 919/828-0806 today’s technological and geo- to act. Fax: 919/834-7959 graphic realities. An overview of CCA is fully integrated glob- [email protected] 50 Francisco Street services includes Brand ally with operations in New www.capstrat.com San Francisco, CA 94133 Communications, Corporate York, Washington, Los Angeles, Communications, Market Access, London, and Paris, supported by 415/362-5018 Ken Eudy, CEO [email protected] Karen Albritton, President Traditional and Social Media a pure-play global network www.brewlife.com Debbie Reed, CFO Relations, Advocacy Relations, spanning 45 markets. The net- Todd Coats, CCO Data Strategy and Management, work is truly best-in-class and, , President Paulo Simas Dana Yeganian, Exec. VP & Public Affairs, Message and through ongoing collaboration Mng. Dir., Client Services Content Development, National and knowledge sharing, stays Before you can be heard, you and Grassroots Programming, one step ahead of the local and must have something to say. At Capstrat, we have a 360- Issues and Crisis Management. regional social, economic and What business are you in? What degree view of healthcare, work- Chamberlain is an inVentiv policy trends to ensure the makes you special? And, more ing with payers, hospitals, health- Health company, and part of a delivery of integrated communi- importantly, why does it matter? care IT, pharmaceutical and med- global communications network cations solutions for clients who Your audience needs to know. ical device companies. This full- with 13,000 employees in 40 seek global reach while At BrewLife, we are into your circle perspective enables us to countries. demanding local relevance. business. Part of W2O Group, create better informed communi- Brewlife is an integrated brand cations for healthcare clients. We CHANDLER COMMUNICATIONS communications agency that thrive on simplifying the complex takes an analytics-driven to tell stories with power and per- CHICCO AGENCY STRATEGY approach to help clients craft suasion. And then we convey their positioning and connect GROUP those stories through an integrat- 450 West 15th Street, 7th Floor with customers across multiple ed mix of paid, earned, shared New York, NY 10011 channels. The growing team and owned media. Knowing what 212/229-8400 44 Cook St., Ste. 450 consists of a diverse set of sea- to say and how, when and to www.ccapr.com 303/433-7020 soned strategists, artists, ana- whom to say it plays a central [email protected] www.csg-pr.com/our- lysts, poets and communicators role in educating people, keeping practices/health-wellness who put challenges into the con- Christie Anbar, US Managing [email protected] them engaged and driving their Director behavior. Visit www.capstrat.com Julie Adrian, Managing Director, LA Shannon Fern, Senior Vice to learn more about us and the Heather Gartman, Managing President, Health & Wellness stories we are telling. Director, DC In the rapidly growing health CHAMBERLAIN Chandler Chicco Agency and wellness industry, the (CCA) is a global team of organization that understands HEALTHCARE PR healthcare communications spe- its audience, conducts targeted cialists dedicated to helping outreach and speaks with clarity 450 West 15th Street, Suite 405 clients solve their most complex and authority will stand out New York, NY 10011 challenges. Integrating an from the crowd. Regardless of 212/884-0650 unmatched breadth of resources the product, service or message, www.chamberlainpr.com that enables a comprehensive, [email protected] the goal is t he same: to help peo- 360-degree approach, CCA ple live healthier lives. serves clients that span the Jennifer O’Neill and Michelle Whether educating consumers, Gross, Managing Directors spectrum of healthcare from driving new business or rallying blockbusters to niche products; stakeholders, Communications Chamberlain is a healthcare large pharma to emerging spe- Paulo Simas, President of public relations company serv- cialty companies; biotech to Continued on page 46 Brewlife. ing the healthcare sector exclu- devices and diagnostics; health- 0

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ate about scientific innovation, nary partnership to improve patient breakthrough medicines and tech- outcomes through nutrition inter- nologies, and creating ground- vention (with Abbott Nutrition); breaking initiatives to improve The Physicians Foundation, a non- patient care. profit supporting practicing physi- The Corkery Group (www.cork- cians; AHIMA (American Health erygroup.com) specializes in build- Information Management ing the brands of the world’s lead- Association); Capgemini Health ers in health and (acquired by Accenture), top con- medicine. Through our expertise in sultant to healthcare organizations; issue-oriented communications, we Noblis Center for Health help our clients achieve their long- Innovation, a non-profit focused on term corporate, public health and health organization performance; advocacy goals. and Queens Vanguard Center of the To learn how we can help your National Children’s Study, a feder- organization achieve its communi- al research project. cations goals, please contact Anita CooperKatz offers a portfolio of Bose at [email protected]. capabilities that include brand / The Christopher & Dana Reeve Foundation charged Coyne PR with program development, communi- generating media coverage for a new study that supports its mission cations / content strategy, digital / to cure spinal cord injuries. The study found that four young men social engagement, media relations and more. Our Creative Services with spinal cord injuries were able to move their legs, hips, knees practice creates meetings, events, and toes, and also regained major bodily functions, after being business presentations, video / mul- implanted with an epidural stimulator. Working with researchers at timedia elements and collateral the Univers ity of Louisville, UCLA, National Institutes of Health and materials. the Pavlov Institute of Physiology, Coyne PR executed a campaign that resulted in more than 5,000 media placements, including tradi- COYNE PR tional and social media, for approximately 300 million impressions. 5 Wood Hollow Road Parsippany, NJ 07054 Anita Bose, Chief Strategist 973/588-2000 COMMS. STRAT. GROUP Karen O’Malley, President, The Corkery Group 5 Bryant Park Continued from page 45 0 Sherri Michelstein, President, 28th Floor Alembic Health New York, NY 10018 212/938-0166 Strategy Group’s (CSG) award- Cooney/Waters Group (CWG), winning Health & Wellness prac- 604 Arizona Avenue tice has the breadth of experience ranked among the top healthcare Suite 10 to craft strong, simple messages agencies in the U.S., is a family of Tim Bird, President and COO Santa Monica, CA 90401 strategic communications compa- from complex matters, handle of Cooney/Waters Group. 310/395-6110 delicate subjects, position clients nies focused exclusively on health- care. We are experts at translating Kelly Dencker, Senior Vice as subject matter experts and gen- President, Director of Healthcare erate measurable results. CSG’s complex science into bold, com- pelling campaigns. We offer an [email protected] passion, track record and real- Linda Bernstein Jasper, Vice world experience enable us to unparalleled scope of strategic mar- COOPERKATZ & keting and communications solu- President [email protected] create targeted measurable con- COMPANY Janet Schiller, Vice President tent-based influencer relations tions, advocacy relations and issue- [email protected] campaigns, including PR, online oriented communications to health- Kevin Lamb, Senior Vice care clients in non-profit, govern- 205 Lexington Avenue, 5th Floor President, Digital Strategy PR and social media, which tie New York, NY 10016 directly to the overall marketing ment and industrial sectors [email protected] throughout the world. CWG offers 917/595-3030 Chris Cullmann, Director of and strategic objectives of any www.cooperkatz.com Digital Strategy health-focused organization. our clients, regardless of size, sen- ior management attention to their [email protected] Clients we have worked with: Ralph Katz, Principal needs. We are comprised of three Assisted Living Federation of Anne Green, President / CEO Today’s healthcare industry is America, Cochlear Americas, innovative sister agencies: Dorothy Sonnenburg, CFO Alembic Health Communications undergoing significant changes. CorePower Yoga, HealthONE, Healthcare costs are up, R&D Holiday Retirement, Kaiser (alembichealth.com) sets the stan- CooperKatz & Company is an dards for public and private advo- award-winning agency that com- investments are down, and regula- Permanente and the National tory oversight is on the rise. Sleep Foundation. cacy in the health and wellness bines a nuanced understanding of arena. We specialize in mission- the fast-changing healthcare market Combined with a communications driven communications and edu- with high-impact communications landscape that demands authentic, COONEY/WATERS cating consumers, building support, strategies. Our expertise extends real-time engagement, today’s GROUP creating alliances and informing across the healthcare ecosystem, brands and organizations deserve a public policy to advance individual with experience supporting partner that can anticipate change and public health. providers, payers, services, tech- and convert market challenges 111 Fifth Ave. into ownable opportunities. New York, NY 10003 Cooney/Waters pushes creative nology, non-profits and manage- boundaries to deliver innovative ment consultancies. Our award-winning Coyne 212/886-2200 Health group delivers full-service www.cooneywatersgroup.com marketing communications Healthcare clients have includ- approaches across therapeutic areas ed: The Alliance to Advance 0Continued on page 48 Timothy Bird, President/COO and health sectors. We are passion- Patient Nutrition, an interdiscipli-

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relations agency that delivers busi- Elisabeth Deckon, Vice President ness results by embracing the dif- Chowning Johnson, Vice ferences that define marketplace President challenges and opportunities. Every patient, every disease, You innovate. We’ll tell the every breakthrough and every cure world. is different — and what makes sci- Dodge is an integrated B2B ence so incredibly fascinating. dna healthcare communications believes that the companies who agency that helps innovative use science to change lives are as companies build strong brands, different as what they make. Our generate demand and become mission is to create outstanding thought leaders. marketing and communications Founded in 2001, Dodge’s solutions that are uniquely suited to full-service, integrated each client, stakeholder and situa- approach combines public rela- tion. tions, marketing and digital Our team is comprised of experts media as one cohesive function in scientific communications, cor- to position our clients for porate reputation, creative strategy growth in the healthcare space. From left to right: Crosby Executive Creative Director Joel Machak, and messaging, advocacy relations, Dodge’s exclusive focus EVP/Healthcare Practice Leader Denise Aube, and President health policy support, issues man- means we come prepared to lead Raymond Crosby. agement, internal communications, our clients across an increasing- lifecycle brand support and inte- ly complex landscape. We lever- grated digital communications. We age proven strategies tailored to represent some of the biggest com- the business needs of the com- The firm’s Healthcare Practice panies in the life sciences industry panies we serve, enabling them COYNE PR serves hospitals and health sys- through six offices on four conti- to deliver a more consistent tems, health plans, physician message and better engage 0Continued from page 46 nents. Affiliated with Weber groups, technology and service Shandwick and The Interpublic prospects at critical points providers, seniors housing, health Group, dna offers a small agency throughout the sales cycle for advocacy groups and government experience with access to large sustainable, measurable results. strategic, creative and multi-chan- agencies. agency resources. With a passion for providing nel engagement solutions across Services include marketing excellence in client service, we the spectrum of healthcare includ- research and planning, brand devel- have a great track record of ing, health & wellness, medical & opment, integrated communica- client growth and retention. science, and advocacy & cause. tions programs, public relations, Over the last 13 years, we’ve Using our proprietary strategic social media, community and mul- worked with more than 200 planning model, ticultural outreach, digital market- TM U.S.-based healthcare compa- ActivationHealth we drive acti- ing and web development, PSAs, nies and won numerous awards vation for industry-leading health- and social marketing and behavior- for creativity and content devel- care businesses, brands and servic- change campaigns. opment. es. Crosby ranks among the top Notably, our seasoned, insight- agencies in the Mid-Atlantic EDELMAN driven team creates breakthrough region. Clients include Kaiser programs that deliver measurable Permanente, Saint Agnes Hospital, outcomes against a brand’s busi- 250 Hudson Street Ameritox, Agency for Healthcare New York, NY 10013 ness goals, while navigating Research and Quality (AHRQ), 212/768-0550 clients through the rapidly-chang- Social Security Administration, www.edelman.com ing marketplace. Come explore Veterans Health Administration the healthy side of Coyne. (VHA), Health Resources and Kym White, Global Practice Services Administration (HRSA), Chair, Health CROSBY ACTS Retirement-Life Communities and National As the healthcare landscape Investment Center for the Seniors Michael Rinaldo, Executive Vice rapidly evolves, Edelman con- 705 Melvin Avenue President and General Manager Annapolis, MD 21401 Housing & Care Industry. Crosby tinues to offer our clients indus- 410/626-0805 has offices in Annapolis, Md., and of dna Communications. try-leading communications www.crosbymarketing.com Washington, D.C. solutions that are rooted in our deep knowledge of the health Raymond Crosby, President DNA sector. Our expertise in com- Denise Aube, Executive Vice munications is equal to our COMMUNICATIONS DODGE expertise in the health industry. President, Healthcare Practice Our health specialists are inti- Leader COMMUNICATIONS 909 Third Avenue mately familiar with a host of Joel Machak, Executive Creative Director New York, NY 10022 medical, scientific, business, 212/537-8760 11675 Rainwater Drive, Suite 300 Alpharetta, GA 30009 policy and societal issues — For 40 years, Crosby has helped www.dna-comms.com and complemented by our col- [email protected] 770/998-0500 healthcare clients Inspire Actions www.dodgecommunications.com leagues with equally deep That Matter™ — actions that posi- Michael Rinaldo, EVP & General expertise in marketing, public tively impact people’s lives and Manager Brad Dodge, CEO affairs, corporate reputation, make a real difference for individu- Brian Parrish, Executive Vice digital, issues management and als, families, and communities. dna is a global healthcare public President & Principal research, just for

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starters. Underpinning all of that clients have visibility and a national and international PR, these capabilities is a strong strong voice in the fast-moving GOODMAN MEDIA communications, branding and desire to help our clients show marketplace. The agency has social media programs. The up differently and ensure that shaped professional relations INTERNATIONAL agency’s healthcare practice, their contributions to health programs, designed public Rejuvis, focuses on three key stand out from the competition. awareness campaigns and coun- 750 Seventh Avenue areas: Healthy Living, Healthcare Edelman clients represent seled clients through crisis situ- New York, NY 10019 Technology, and Healthy Aging virtually all aspect of the health ations. 212/576-2700 & Longevity. Additionally, the sector — pharma, life sciences, Exponent is a division of www.goodmanmedia.com firm also has a proven specialty government, hospital and Colle+McVoy, which is owned working with companies with an providers, retailers, wellness, by MDC Partners (NASDAQ: Tom Goodman, Founder & CEO environmental and socially NGOs, associations and others MDCA). Henry Miller, COO responsible focus. — and this diversity of experi- Founded in 1996, the agency is ence ensures a big picture view GCI HEALTH Goodman Media International known for its successful launch- on health. Whether it’s helping is a leading public relations firm es, re-launches and highly cre- specializing in media relations to navigate a rare disease state, 200 Fifth Ave., 7th Floor ative and results-driven cam- make sense of a new policy or (traditional, digital, and social paigns. Graham has a successful New York, NY 10010 media) for major corporations clearly articulate a product’s 212/798-9950 track record with both hallmark value proposition, our experi- [email protected] and nonprofit organizations and and emerging companies, organi- ence and diversity of talent www.gcihealth.com has extensive experience in zations and technologies. equips us to deliver real busi- healthcare. We represent major Recognized in the industry with ness results to our clients. We Wendy Lund, CEO healthcare providers, leaders in more than 75 top national and are constantly exploring new healthcare improvement, health- international PR awards, it also communication channels in the Recently named one of the Top care-related foundations, and operates in the healthcare sector pursuit of telling our clients’ Five Healthcare Agencies in the product manufacturers. throughout Europe via Plexus, an stories in new and innovative World by The Holmes Report, GCI We raise the visibility of our exclusive organization of agen- ways that resonate with the Health is a forward-thinking clients through the media, cies, it co-founded. wide array of stakeholders who healthcare public relations agency design and implement award- collectively determine the suc- powered by best-in-the-business winning communications cam- GREENOUGH cess of a product, idea or enter- professionals who know no bound- paigns, orchestrate advocacy prise. We believe our health aries for fearlessly tackling the initiatives, elevate thought-lead- ership, promote research, and One Brook Street sector and communications complex challenges clients are fac- Watertown, MA 02472 expertise, combined with our ing. As WPP’s healthcare-focused manage event promotion. Current and recent clients 617/275-6500 firm’s independence, collective- global public relations agency, www.greenough.biz ly drive our success in making GCI Health is recognized for include, among others, Hospital an impact for Edelman clients. uncovering the most effective for Special Surgery, Phil Greenough, CEO & Founder ways of “putting patients first,” Intermountain Healthcare, Jamie Parker, President EXPONENT and has been honored for our cre- Columbia University’s Mailman ative and innovative programming School of Public Health, Brand storytelling is the — including back-to-back SABRE Lustgarten Foundation (for pan- unique differentiator that makes 400 First Avenue North awards for Pharmaceutical Rx creatic cancer research), Greenough one of the industry’s Suite 700 Institute for Healthcare Minneapolis, MN 55401 Campaign of the Year. best-kept secrets. The difference 612/305-6000 With offices in New York, Optimization, Harvard starts with its agency model: each www.exponentpr.com London, Chicago, Los Angeles, University’s FXB Center for client is assigned a seasoned San Francisco, Atlanta, Boston, Health and Human Rights, account services leader who taps Tom Lindell, Managing Director Miami, Toronto and Mexico City, Institute for Healthcare distinct media, content and social Bob Gagne, Practice Leader, the diversity of GCI Health’s client Improvement, National Patient media teams. As clients navigate Crisis Management roster spans across many sectors in Safety Foundation, Spectrum headline issues ranging from healthcare, including pharmaceuti- Health, and initiatives such as healthcare reform and personal- Exponent is a fast-growing cals, biotechnology, devices and Common Good’s campaign for ized medicine to managed care, public relations agency based in diagnostics, medical technology, the creation of specialized big data analytics, EHRs and the Minneapolis, Minn. The agency consumer health, OTC communi- health courts. rise of urgent care, Greenough’s has developed a dynamic, mod- cations and conversions, providers Goodman Media was founded disciplined teams keep a 24/7 ern approach to PR — one that (hospitals and managed care), tele- in 1996 by Tom Goodman, for- watch. The media team, com- infuses creativity and leverages health/health technology, animal mer head of communications for prised entirely of former journal- the power of digital and social health, beauty and aesthetics, non- CBS Inc. and, earlier, CBS ists and editors, does nothing but media to create believers in a profit and patient advocacy News. engage media. Meanwhile, the brand. groups. social media team is listening to Exponent has an impressive GCI Health offers clients an GRAHAM & the voice of the customer, helping track record with a range of accessible senior level leadership set and reset content strategies leading healthcare organiza- team, a commitment to “beating” ASSOCIATES, INC. and identifying opportunities for tions, including pharmaceutical client expectations and a commu- maximizing insights across the companies, medical device nications approach firmly centered 111 Maiden Lane, Ste. 650 marketing mix (from web and manufacturers and not-for-prof- on engaging the patient. With San Francisco, CA 94108 print collateral development to it health care associations. 415/986-7212 video production, digital market- insider’s knowledge of high sci- Fax: 415/986-7216 Clients include Medtronic ence, digital health strategy, con- [email protected] ing and paid media). With a Foundation, Novartis, Starkey sumer activation, crisis manage- www.graham-associates.com diverse, but strategically inter- Hearing Technologies and IBA ment, patient advocacy and health connected client base that Particle Therapy. education, GCI Health’s focus on Graham & Associates includes organizations such as Exponent’s understanding of delivering results is second to (Graham) is renowned for award- 0Continued on page 50 this complex industry ensures none. winning expertise in strategic

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Uncovering the insight that allergies affect not just the way you feel but also the way you look, Hunter PR generated top-tier media headlines GYMR Partners Patrick McCabe and Sharon Reis. and beauty coverage for the ZYRTEC® Brand during spring allergy sea- son. As a sponsor of the Macy’s Flower Show, ZYRTEC® helped ‘beauty bloom’ for allergy sufferers by providing makeovers and beauty tips at building, public education cam- Relations’ Consumer Health the ALLERGY FACE® Beauty Counter, helping Flower Show attendees paigns or media relations to har- Practice has the expertise to feel and look beautiful despite their allergies. ness the formidable forces of break through the media clutter Washington and produce success- and resonate with consumers in ful results for clients. The agency an increasingly competitive health, and hospital industries, has counseled a wide range of environment. Our strategic GREENOUGH Gregory FCA provides strategic clients, including trade associa- thinking, creativity and media Continued from page 49 public relations, integrated digi- tions, health voluntary organiza- expertise provides our clients 0 tal marketing programs, lead tions, coalitions, foundations, cor- with a 360-marketing approach generation campaigns, social porations, federal and state agen- to help their brand or organiza- media campaign development, cies and nonprofit groups. tion achieve its desired results. Inovalon, Thermo Fisher investor relations management, Partial client list: AdvaMed, Working with some of the Scientific, BMC HealthNet Plan, trade show support and speaking American Academy of Family most trusted and recognizable CareWell Urgent Care, Sheridan engagements, issues manage- Physicians, American Board of brands in consumer health — Healthcare and New England ment, reputation management, Internal Medicine, American Arm & Hammer Spinbrush, Baptist Hospital, Greenough is press tours, and media training Psychiatric Association, Avalere Orajel, Emergen-C, Sudafed, singularly focused on driving services. Health, Banner Alzheimer’s Purell, Monistat — Hunter PR awareness, affinity and action Institute, Bravewell has the consumer health space for its carefully selected clients GYMR, LLC Collaborative, Campaign For covered from A to Z or in our in healthcare and related disci- Tobacco-Free Kids, Digestive case, from the American Heart plines. (GETTING YOUR Disease Week, Duke University, Association to Zyrtec. MESSAGE RIGHT) Health Affairs, Institute of Celebrating our 25th anniver- GREGORY FCA Medicine, National Institutes of sary in 2014, our 100-person Health, Peter G. Peterson firm offers strategic marketing 1825 Connecticut Ave., N.W. 27 West Athens Ave. Suite 300 Foundation, Robert Wood PR services including creative Ardmore, PA 19003 Washington, DC 20009-5708 Johnson Foundation, Society for ideation and brainstorming 610/642-8253 202/745-5100 Healthcare Epidemiology of facilitation, traditional and www.GregoryFCA.com Fax: 202/234-6159 America, The Nemours social media relations, special blog.GregoryFCA.com www.gymr.com Foundation, and The Vision event production, product intro- , President Council. ductions, anniversaries, con- Greg Matusky and Kristin Elliott, Vice President, Patrick J. McCabe Sharon sumer contests, local market Business Development M. Reis, Partners HUNTER PUBLIC events, spokesperson tours and Becky Watt Knight, SVP crisis counseling on behalf of Michael Warner, VP RELATIONS some of America’s most Gregory FCA is an award- Peter Perl, Senior Counselor winning, full-service public Nick Ferreyros, Hieu Nguyen, respected companies and best- relations firm with over 24 years Amy Martin, Tamara Parr, MS 41 Madison Avenue, 5th Floor known brands. Clients have of experience working with New York, NY 10010-2202 included the American Heart international and national life GYMR is a Washington, D.C. www.hunterpr.com Association, Johnson & sciences firms, from start-ups to based public relations agency that 212/679-6600 Johnson, McNeil Consumer [email protected] global corporations. Comprised provides health/healthcare clients Healthcare, and Church & of 50 professionals, Gregory with strategic communications Dwight. Grace Leong, Jason Winocour, FCA understands how to posi- that capitalize on the dynamics Jonathan Lyon, Mark Newman, tion, articulate, and translate sci- unique to Washington. GYMR’s Donetta Allen, Gigi Russo and entific speak into a business unique strength is the background Erin Hanson, Partners The November issue of O’Dwyer’s will value story that results in meas- of its team — government, advo- profile PR firms that specialize in technol- urable visibility and tangible cacy, associations, foundations, Whether it’s helping champi- ogy. If you would like your firm to be list- lead generation. Servicing corporations and nonprofit organ- on the fight against obesity or ed, contact Editor Jon Gingerich at biotechnology, pharmaceutical, izations — who execute strategies reaching the allergy sufferer 646/843-2080 or [email protected] healthcare technology, consumer that include image and alliance looking for relief, Hunter Public

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munications objectives in increas- healthcare promises experience, relations and marketing commu- JARRARD ingly complex and dynamic global expertise and a deep understand- nications firm focused on the business and regulatory environ- ing of a changing landscape. pharmaceutical, biotech and PHILLIPS CATE & ments. Ultimately we are passion- JPA is a woman-owned small medical technology industries. HANCOCK, INC. ate storytellers — whether it’s business with offices in Kovak-Likly distinguishes communicating groundbreaking Washington, Boston and itself from other public relations clinical data, advancing drug and London; it is a member of the agencies by providing marketing The Horse Barn at Maryland Farms device development programs or Council of PR Firms and IPRN, counsel above and beyond public 219 Ward Circle, Suite 3 Brentwood, TN 37027 creating awareness within an the world’s largest independent relations activities. 615/254-0575 underserved patient community. public relations agency network. Kovak-Likly’s industry and Fax: 615/843-8431 JFK partners with an array of public relations experience www.jarrardinc.com global pharmaceutical, device and KAPLOW enables the team to solve their diagnostics companies, as well as clients’ most challenging busi- Based in Nashville, Tenn., with CROs/CMOs and professional 19 West 44th Street, 6th Floor ness problems, making Kovak- an office in Chicago, Jarrard Inc. is medical patient advocacy organi- New York, NY 10036 Likly trusted advisors and part of the premier strategic communica- zations. Our team of seasoned pro- 212/221-1713 your corporate marketing team. tions and public affairs firm for any fessionals has broad and deep [email protected] Kovak-Likly has successfully hospital or health system in the expertise in numerous therapeutic www.kaplow.com formed close working relation- areas including oncology, cardiolo- ships with a select number of nation experiencing a time of sig- Liz Kaplow, President and CEO nificant change, crisis or opportuni- gy, endocrinology, infectious dis- health care clients since 1985. ty. Our team of former political eases, neurology, dermatology and For more than two decades, Together, we will strengthen operatives, journalists and health- respiratory health. JFK’s corporate Kaplow has been changing con- your voice in the marketplace. care marketers develops and man- culture is one of superior service, versations through innovative ages successful campaigns for hos- creative programming and measur- storytelling that helps con- LAVOIEHEALTH able results. Our working environ- pitals and health systems through- sumers fall in love with clients’ SCIENCE out the United States. We help them ment is fast-paced, supportive, cre- brands. navigate high stakes issues such as: ative, challenging and team-orient- We are experts at lifestyling organizational restructuring; merg- ed. We are singularly focused on brands to make them relevant to One Thompson Square ers and acquisitions; crisis commu- helping our partners meet today’s a broad consumer audience. Suite 503 Boston, MA 02129 nications; reputation management; challenges, and helping them envi- Although rooted in earned sion and prepare for the future. 617/374-8800 re-engineering of communications media, Kaplow has been push- www.lavoiehealthscience.com & marketing departments; physi- Also visit our sister company, ing the boundaries of social cian engagement and integration; BioCore Medical Communications media, branded content and Donna LaVoie, CEO and government relations. We (www.biocoremedcomms.com). visual storytelling to help David Connolly, Vice President understand the complex pressures clients build an emotional bond that drive the industry, and bring JPA HEALTH with consumers. LaVoieHealthScience pro- vides strategic communications the intensity, intelligence and disci- COMMUNICATIONS Our fully integrated programs pline — the cornerstones of every in consumer health care, well- programs that integrate public good political campaign — to the ness and lifestyle have served and investor relations, market- healthcare arena. For more infor- 1420 K Street, N.W., Suite 1050 such best-in-class brands as ing and communications to mation, visit www.jarrardinc.com. Washington, DC 20005 CVS/pharmacy. We support the engage target stakeholders to 202/591-4000 Laura Mercier Ovarian Cancer create behavioral change. Fax: 202/591-4020 With a passion for innova- JFK [email protected] Fund, help the Avon Foundation mobilize women in the battle tion, LaVoieHealthScience is an www.jpa.com award-winning health science COMMUNICATIONS @JPAHealthComm against breast cancer; and work focused strategic communica- INC. www.facebook.com/JPAHealth with CEW’s Cancer and Careers reach people navigating work tions and marketing firm, part- Carrie Jones, Principal & nering with Biotechnology & Managing Director life with cancer. 71 Tamarack Circle Mid-sized and independent, Pharmaceutical, Medical Skillman, NJ 08558 Ken Deutsch, Executive Vice Kaplow is nimble and flexible Technology & Devices, Public 609/456-0822 President Health & Wellness clients. , Sr. Vice President in today’s ever-changing com- [email protected] Valerie Carter These capabilities have won www.jfkhealth.com Berna Diehl, Sr. Vice President munications landscape, reach- ing consumers at every the firm twenty-two awards in JPA Health Communications touch point to create an emo- the last four years for our work John F. Kouten, CEO with industry leaders and David Patti, SVP is an award-winning PR agency tional bond with client brands. known for crafting targeted, emerging companies, such as high-impact programs for non- KOVAK-LIKLY the State of Massachusetts, JFK Communications, Inc. Chelsea Therapeutics, Rockwell delivers creative communications profit, pharmaceutical and gov- ernment clients. By applying the COMMUNICATIONS Medical, Radius Health, solutions for the life sciences, Aegerion Pharmaceuticals, healthcare and medical technology influencer relations model, JPA identifies and engages key 23 Hubbard Road DARA BioSciences, Nuron industries. Our unique communi- Biotech, Olympus Biotech and cation services add value to our stakeholders to most effectively Wilton, CT 06897-3045 deliver our clients’ messages 203/762-8833 other emerging health science clients’ corporate images, strength- Fax: 203/762-9195 companies. en their brands, and improve the and drive change within their field. [email protected] lives of customers, patients and www.KLCpr.com Using its model for influencer View and download entire issues of communities throughout the O’Dwyer’s magazine in PDF format, as well world. engagement, JPA is able to pro- Bruce M. Likly and Elizabeth D. vide its clients with better, , Principals hundreds of company profiles in our search- JFK employs the latest in digi- Likly able online database. tal, interactive and social media faster, smarter communication solutions. Additionally, the Kovak-Likly Communications strategies in concert with tradition- WWW.ODWYERPR.COM al media channels to achieve com- firm’s exclusive focus within is a leading, independent public

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two-time winner of PR Week’s Makovsky is recognized con- healthcare companies in all stages LIPPE TAYLOR Consumer Launch of the Year sistently for its creativity and of growth, whether preparing to Award and have won multiple insight by clients and industry launch a new product or aiming to 215 Park Avenue South Sabre Awards. One of our Pinterest peers; in the past year alone, we increase awareness of an existing New York, NY 10003 campaigns has recently won 12+ have received several healthcare product or service. Our team 212/598-4400 awards. Speak to us about speak- communications industry awards, approach utilizes our wide scope of [email protected] ing with her! including “Best in Healthcare,” in-house resources including www.lippetaylor.com Health & Wellness Client “Best Education/ Public Service graphic design, copywriting, social Experience Includes: Allergan, Campaign,” and “Best of the media and Hispanic Maureen Lippe, Founder & CEO BOTOX Cosmetic, Cetaphil, Best” PR campaign across all marketing. Proficient in corporate Gerald Taylor, General Manager Vitamin World, Reckitt Benckiser, industry sectors, as well as “Mid- positioning, organic search engine Jessica Goldberg, Managing Nature’s Bounty, Johnson & Size Agency of the Year” and optimization, reputation manage- Director Johnson, Pravachol (Pravastatin “Best Place To Work.” ment, media relations and the cre- Sodium), Osphena (ospemifene), The firm’s annual survey on ation of branded marketing collat- We are Lippe Taylor… the Cynosure, George Forman Grills, patient use of social media is eral, Marketing Maven helps guide independent, brand communica- Jenny Craig and Digene HPV test, guiding industry decisions on their clients with effective commu- tions agency that specializes in to name a few. investment in online platforms. nications strategies designed to marketing to women. Today and Our commitment to client produce a positive ROI. every day, our team is obsessed delight has resulted in a 90%+ with “cracking the code” on MAKOVSKY client-retention rate since 2004. what motivates women to buy Select 2014 Makovsky Health one brand and not another… on 16 East 34th Street clients include: Actavis, Affinity influencing them to share their New York, NY 10016 Health Plan, Amarin, The BMJ opinions and engage on social 212/508-9600 (formerly the British Medical channels. For OTC and Rx [email protected] www.makovsky.com Journal), Bristol-Myers Squibb, healthcare brands, we leverage Duchesnay USA, H. D. Smith, our “HealthStyle” methodology Ken Makovsky, President & CEO The Jed Foundation, Kowa to create deeper engagement Gil Bashe, EVP, Health, Practice Pharmaceuticals, The Medicines with the media and consumers. Chair Company, Merck, Vanda and Founded by Maureen Lippe, a , SVP, Health Lee Davies WebMD. former health and beauty editor Tom Jones, SVP, Health at magazines such as Vogue and Mark Marmur, GVP, Health Harper’s Bazaar, Lippe Taylor is Lindsey Thompson, GVP, Health MARKETING committed to delivering superior Arielle Bernstein, MPP, VP, Health MAVEN ROI. With practices in Health & Wellness, Beauty & Fashion and Named “2014 Healthcare Home & Lifestyle, we specialize Agency of the Year” by The Holmes 135 W. 29th Street, Suite 302 Report, Makovsky leads the health- New York, NY 10001 in social/digital marketing, 212/967-5510 trend-forecasting and delivering care communications field in its [email protected] unsurpassed media results for ongoing mission to improve the [email protected] clients. Our teams are led by for- health of patients served by biotech, [email protected] mer editors, bloggers and pro- pharmaceutical and health service [email protected] ducers so we’re experts at creat- companies through advocacy cam- www.marketingmavenpr.com ing content. Through a partner- paigns, corporate awareness pro- ship with SheSpeaks, we estab- grams, brand communications and Lindsey Carnett, CEO & Lindsey Carnett, CEO and disease education. President, 310/994-7380 President of Marketing Maven. lished the “SheSpeaks/Lippe Phil Rarick, COO Taylor Women’s Buying Makovsky staff are experts in Natalie Rucker, VP of Business Behavior Index,” proprietary product communications, consumer Development research that helps uncover trends health, rare diseases, specialty phar- and insights for clients. Research ma, patient advocacy, media rela- Marketing Maven designs and MCS HEALTHCARE findings are at the core of our cre- tions, and issues and policy engage- executes competitive publicity PUBLIC RELATIONS ative, effective, award-winning ment. We demonstrate deep knowl- campaigns for clients in the health- client solutions. edge of science, understanding of care category. The team is familiar At Lippe Taylor, we abide by the reimbursement policy, and sensitiv- with regulatory standards and pro- 1420 State Hwy. 206 simple principal of mutual trust ity to the multifaceted interactions tects their clients by ensuring con- Bedminster, NJ 07921 between patients, physicians, pay- tent is compliant with approved 908/234-9900 and respect and believe that the [email protected] best work comes from those who ers and policy agencies. Owing to claims and language. They adapt www.mcspr.com are happy and given the tools and its expertise, in 2013 Makovsky approved claims into concise incentives to succeed. Our open, was tapped to introduce 25% of all media messaging, and gain positive Joe Boyd, CEO home-like office environment fos- FDA product approvals. media exposure through targeted Cindy Romano, Sr. VP ters creativity and collaboration, Our integrated communications outreach. Marketing Maven is a Karen Dombek, VP and allows our talented team to approach enables clients to navigate results-driven integrated marketing Eliot Harrison, VP deliver exceptional client service. the complex healthcare marketplace and communications firm special- Laura de Zutter, VP Therefore, our employee and with clear results. The firm’s izing in earning global and domes- account turnover is very low, award-winning efforts show cre- tic media exposure. Our team Creativity. Service. Results. which allows us to deliver unsur- ativity in connecting audiences via works with the healthcare industry For three decades, MCS passed, consistent results for our social media, news coverage, and to generate positive media cover- Healthcare Public Relations has clients. thought leader events such as age, improve and sustain a positive focused solely on healthcare. Our Lippe Taylor is committed to TEDMED, Prix Galien and medical public reputation, and help clients young, creative and passionate excellence and has received multi- congresses including ACOG, become partners and members of team has its fingers on the pulse of ple industry awards for PR and ASCO, ACC, ESC, NLA, AHA and the community. the most important healthcare poli- Social/Digital Media. We are a ICAAC. Marketing Maven represents cy, media and technological trends

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shaping the industry. experts, specialists in hospitals, grams for leading and emerging With experience in virtually MWW health systems, health services, brands nationally and globally. every therapeutic category, our registered dietitians and con- We provide marketers with areas of expertise include product 205 N. Michigan Ave. sumer behavior experts. communications, influencer and corporate communications, Suite 2010 By starting with business relations, social media and cre- issues management and crisis com- Chicago, IL 60601 goals and objectives, our team ative services that tell our munication, media relations and 312/981-8540 discovers through research and clients’ story and extend brand media training, advocacy relations, [email protected] insights how best to inspire and equity, positively impacting business-to-business PR and social www.mww.com engage our clients’ audiences to their customers’ path to pur- media counsel. Our agility, ingenu- take action. Our award-winning chase and reinforcing connec- ity and ability to anticipate opportu- John Digles, Executive Vice specialties include strategy and tion. For more information visit nities and challenges helps us effi- President, GM Midwest and Head planning, advertising and brand- our website at www.pancommu- of MWW’s Health & Wellness ciently navigate our clients through Practice ing, digital and social media, nications.com, follow us on today’s evolving healthcare envi- media and community relations, Twitter (@PANcomm) or call ronment, while providing measura- To help foster greater well- crisis/issue management, mar- 617/502-4300. ble and meaningful results. being among consumers and keting and corporate communi- Current clients include ALK, stakeholders, brands turn to cations and market research. PASCALE CSL Behring, Genentech (Roche), MWW to help them Matter PadillaCRT clients include Head & Neck Cancer Alliance, More™ in the global health & Merck, Be The Match®, RTI COMMUNICATIONS Horizon Blue Cross Blue Shield of wellness conversation. We Surgical, Owens & Minor, LLC New Jersey, MannKind leverage a deep network of UnitedHealthcare, Optum, Corporation, Merck and St. Jude expert relationships, a heritage Cardiovascular Systems, Medical. For more information, of award-winning education Sandlot Solutions, Valley Dental 430 Devonshire St. visit mcspr.com or follow us on campaigns and over 25 years of Arts, American Physical Pittsburgh, PA 15213 Twitter @MCSHealthcarePR. health & wellness experience to Therapy Association, VCU 412/526-1756 www.pascalecommunications.com help develop markets, create Health System, Holy Redeemer MOORE categories and shape behaviors. Health System, Dohmen Life Science Services, Blue Cross Georgette Pascale, President & COMMUNICATIONS Our team has been associated CEO with some of the largest product and Blue Shield of Minnesota, [email protected] GROUP launches and ingredient deals in Lake Region Medical, among 203/255.0831 the industry for a range of others. Mobile: 412/526-1756 clients, from fitness and food, to Mike Elofer, Assistant General www.moorecommgroup.com Manager Tallahassee – South Florida – hospital systems and health PAN management, to those specializ- [email protected] New Orleans COMMUNICATIONS 267/519-9340 ing in supplements and health Mobile: 484/620-6167 Karen Moore, APR, CPRC, technologies. Our team is Founder and CEO trained in international regulato- Terrie Ard, APR, CPRC, President ry requirements and versed in 255 State St. Pascale Communications, Jim Hunt, Vice President of scientific research marketing Boston, MA 02109 LLC (PC) is a ten-year-old PR Business Development 617/502-4300 firm specializing in developing and consumer purchase deci- Fax: 617/502-4343 sions. Our experience reinvigo- www.prspeak.com and implementing strategic, Moore Communications Group rating brands, managing issues, www.pancommunciations.com effective press campaigns for connects questions with answers building relationships with med- Twitter: @PANComm its diverse roster of healthcare and challenges with solutions — ical community constituencies LinkedIn: www.linkedin.com/com- industry clients. All targeted powering clients to new levels of and working with government pany/pan-communications communications are crafted business success. Headquartered in agencies stands out to health & [email protected] individually considering the Tallahassee, Florida, Moore wellness brands looking to cre- [email protected] client’s needs and a deep under- Communications Group is a ate relevancy for their offerings. standing of where and how the nationally ranked integrated com- Leading our clients to a new Philip A. Nardone, Jr., President & story needs to be told. The com- munications firm — achieving suc- future and a healthier world is Founder pany’s specialties include phar- , Executive Vice cess for clients in branding, public what matters most to us. Mark Nardone maceutical, medical device and affairs, crisis communications, President Elizabeth Famiglietti, Senior Vice non-profit marketplaces, with a issues management, advertising, PADILLACRT President, Human Resources client roster featuring ground- marketing, media relations and dig- Gene Carozza, Vice President breaking startups, industry ital strategy. Specialty areas include , Vice President giants, and organizations in 1101 West River Pkwy., #400 Lisa Astor , Vice social, advocacy, healthcare, and Minneapolis, MN 55415 Nicole Messier-Marino between. President Hispanic marketing. Since its 612/455-1700 PC achieves impactful results , Vice President inception in 1992, the firm has PadillaCRT.com Dan Martin by understanding the healthcare steadily built a reputation for suc- Mark Malinowski, Vice industry’s unique intricacies President/Group Director cess and a portfolio of award-win- Janet Stacey, Senior Vice and leveraging invaluable rela- ning work, utilizing unique strate- President tionships with industry experts, gies such as Dynamic Flexible Lisa Kersey, Vice President PAN Communications is a key opinion leaders and the Teams©, Innovation Incubation, public relations, content mar- media. Senior level strategists and Strategic Ideation and Mind PadillaCRT is one of the top keting, and digital agency pro- provide expertise in story Mapping. Moore Communications 10 independent health care viding technology, healthcare placement, writing, event plan- Group is recognized by O’Dwyer’s agencies in the country with and consumer brands with ning, media relations and social as one of the “Top 75” agencies in expertise in B2B and B2C health award-winning, integrated mar- media strategy, providing a the nation. For more information care, medical device and tech- keting communications pro- range of valuable skill-sets about Moore Communications nology, nutrition, and health grams. For two decades, PAN while operating in a progres- Group, visit www.moorecomm- education and awareness. Our has delivered insight-driven, sive, cost-effective virtual group.com. team includes medical industry measurable public relations pro- workplace.

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media-savvy Registered Dietitians tional practice for us — our clients who address health & nutrition include more than 25 medical and issues that are top-of-mind for dental associations; a network of today’s print, broadcast and online cancer treatment centers; start-ups journalists. We have developed tra- looking for visibility; and universi- ditional and social media programs, ty health systems. We launch prod- as well as in-store and influencer ucts and manage lifecycle commu- promotions that reach target influ- nications; run consumer awareness encers, media and consumers. Over and screening programs on a turn- the last two decades, Pollock key basis; develop professional Communications has cultivated relations campaigns designed to long-term relationships and trained draw referrals; create and manage a network of spokespeople, includ- social media platforms including ing media Registered Dietitians, efficient online newsrooms and celebrity chefs, medical doctors content-rich websites. and scientists, who are available More than a third of our health- and ready to deliver key messages care clients have stayed with us 10 Members of the Pollock Communications team encouraged Nurse for a variety of our clients in broad- years or more (with a number Practitioners to Get Picky about their Fiber Choice® at the AANP 2014 cast, print and social media. exceeding 20 years). National Conference. Clients include: Ajinomoto Food Our staff knows healthcare — Ingredients, LLC, American inside and out. Our clients benefit. Society of Hypertension, Brassica Partnership to Fight Chronic Protection Products, LLC, REVIVEHEALTH PERRY Disease, Pharmaceutical Research Cranberry Institute, Cranberry & Manufacturers of America. Marketing Committee, Dairy COMMUNICATIONS 209 10th Avenue South Management, Inc., Gourmet Nut, Suite 214 GROUP POLLOCK PepsiCo Global Nutrition Group, Nashville, TN 37203 Prestige Brands: PediaCare, 615/742-7242 COMMUNICATIONS FiberChoice and Beano, Purdue thinkrevivehealth.com 980 9th Street, Suite 410 Products: Senokot and Colace, Tea [email protected] Sacramento, CA 95814 Council of the USA, The Dannon 916/658-0144 665 Broadway, Suite 1200 915 Saint Vincent Avenue New York, NY 10012 Company, Unilever Brands: Fax: 916/658-0155 Promise, Country Crock and I Santa Barbara, CA 93101 www.perrycom.com 212/941-1414 805/617-2832 Fax: 212/334-2131 Can’t Believe It’s Not Butter!, [email protected] USA Rice Federation. Kassy Perry, CEO Brandon Edwards, CEO www.lpollockpr.com Joanne Thornton, CAO PUBLIC Kriste Goad, CMO Perry Communications Group is Louise Pollock, President Phil Stone, COO an independent, full-service strate- COMMUNICATIONS gic communications firm specializ- Pollock Communications is an INC. Agile, innovative, integrated, ing in public relations and public independent PR and marketing and boldly human. ReviveHealth communications agency that offers brings your brand story to life. We affairs. PCI is a Partner in The Worldcom The catalyst behind Katie cutting edge expertise for food, Public Relations Group activate the world’s leading health- Couric’s televised colonoscopy and beverage, nutrition and health & 1 E. Wacker Drive, Suite 2450 care brands, creating new value by other high impact events designed wellness clients. Founded in 1991, Chicago, IL 60601 transforming awareness into to change public behavior, Kassy Pollock pioneered communications 312/558-1770 engagement. ning team for the functional food movement, [email protected] We see the world inside out, Perry and her award win www.pcipr.com have had a profound impact on creating some of the major food combining inside knowledge about where healthcare is headed with an society with nationally recognized trends of the past 10 years, includ- Dorothy Oliver Pirovano, CEO campaigns tackling pressing issues ing making tea the healthy drink of Jill Allread, President outside perspective that breaks tra- including public health, Health the new millennium and making Pamela Oettel, CFO ditional insular thinking. Care Reform, access to prescription chocolate a healthy indulgence. Every brand begins as an inside medicines, foster youth access to We know how to capitalize on With clients from advocacy job, activating employees as healthcare, ACA implementation emerging health and wellness organizations and medical and ambassadors. And every brand and mental health. trends and create new ones that allied health associations to lives outside of its control, as con- From managing policy issues, interest media, consumers and Fortune 100 corporations and start- versation in a socially engaged leading high-profile coalitions and health professionals. Our knowl- ups; pharma, device manufacturers, world. campaigns, and conveying our edge of the latest health & nutrition biotechs and hospital suppliers; We help translate and transform clients’ compelling stories to part- research and science and our under- hospitals and health systems; retail; brands through: Big Data & Deep nering with many of the nation’s standing of the foodservice and accrediting agencies; payers and Insights, Purposeful Positioning, top companies, we achieve success healthcare industries enable us to consultants, PCI knows healthcare and Total, Immersive Brand and build influence through strong deliver impactful results for our audiences first-hand. We under- Experiences. Our deep expertise relationships with policy-makers, clients, such as earning top-tier stand what makes them tick and across the healthcare continuum media, regulators, and corporate media coverage for brands and know the words that will resonate uniquely positions us to help pre- leaders around the world. increasing cranberry sales by mak- and prompt engagement. dict problems, protect reputations, Current healthcare clients ing America’s Original Superfruit a For nearly all of our 52+ years, and craft the right stories to drive include: Allergan, Bonnie J. hot commodity for school foodser- PCI has had a concentration of business growth. Addario Lung Cancer Foundation, vice professionals across the coun- healthcare clients; today it repre- ReviveHealth is consistently rec- California Association of Health try. sents more than half of our busi- Underwriters — No on 45 In addition to PR practitioners ness. Continued on page 56 Campaign, NAMI California, and marketers, our staff includes Healthcare is a national/interna- 0

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REVIVEHEALTH tice RFI Studios, Ruder Finn ers, providers and the public. offers a specialized Healthcare SM& has a proven track record TOGORUN 0Continued from page 54 Innovation division, which devel- and a dedicated team to help ops breakthrough methods to healthcare organizations carry out improve communications and their mission through integrated 220 East 42nd Street, 12th Floor ognized by O’Dwyer’s, PRWeek, New York, NY 10017 patient outcomes using social communications programs, 212/453-2311 and The Holmes Report for creat- media, games and patient commu- including message development, Fax: 212/453-2070 ing strong agency culture, strategic nities, all of which are integrated media and community relations, www.TogoRun.com excellence, and client results. into traditional PR activities. digital and social media, thought [email protected] Named PRWeek’s Small Agency of Ruder Finn Healthcare has spear- leadership, strategic partnerships the Year and Best Agency to Work headed the development of online and issues management. We have Gloria Janata, President & For in America by The Holmes advocacy and patient communities worked in partnership with physi- Senior Partner Report, ReviveHealth is among the and assisted pharmaceutical cian groups, hospitals, dental nation’s top firms for marketing clients in navigating the complex- benefit providers, insurers, think- TogoRun is an award-winning, and communication strategies for ities associated with the current tanks, nonprofits and advocacy full-service global health and well- health systems, health services, social media environment. Our groups among others. Our work being communications and public health technology, and healthy liv- teams have also developed propri- has also involved coordination affairs agency with offices in New ing companies. etary models for healthcare crisis and collaboration with govern- York, Washington, D.C., Los communication, including train- ment agencies, state legislators Angeles and London. The agency RUDER FINN, INC. ings and metrics that produce and advocates, especially as we specializes in integrated marketing, impactful results. tackle healthcare reform. branding, advocacy and govern- ment affairs covering the pharma- 301 East 57th Street The agency is deeply rooted in healthcare media, having devel- ceutical, biotech, medical device, New York, NY 10022 SPECTRUM health insurance, hospital, non- 212/593-6400 oped strong relationships with key www.ruderfinn.com reporters at high-impact trades and profit/association, medical aesthet- [email protected] leading beat reporters at top-tier 2001 Pennsylvania Ave., NW ics and beauty industries. newspapers, magazines and web- Second Floor TogoRun was named PRWeek Washington, DC 20006 , CEO Global 2014 International Agency Kathy Bloomgarden sites. Our media relationships, 202/955-6222 , Global Head of the Year, and PR News’ 2014 Susan Goldstein approach and strategies consis- [email protected] of Healthcare & Wellness tently produce front page, high- “Best Places to Work in PR.” www.spectrumscience.com TogoRun is also the recipient of the visibility coverage. www.globalhealthpr.com Ruder Finn — one of the world’s 2013 Public Relations Society of leading independent global com- America’s (PRSA) Silver Anvil SOLOMON John J. Seng, Founder & CEO Award for Excellence in Public munications agencies — provides Chair, GLOBALHealthPR global, national and regional com- MCCOWN & Affairs; PRSA’s NY Chapter Big munications services to the majori- Apple Awards for Public Affairs COMPANY, INC. Spectrum is an independent, and Best Use of Research, ty of the world’s leading pharma- full-service strategic communi- ceutical companies, as well as other Measurement and Evaluation; and 177 Milk Street, Suite 610 cations firm channeling the the 2012 Communique Excellence pharmaceutical and biopharmaceu- power of science and storytelling tical corporations, medical device Boston, MA 02109 Award in International Media 617/695-9555 to build brands and move target Relations. TogoRun is a sister companies, trade associations and @smchealthpr audiences to act. Headquartered non-profit organizations in the agency to FleishmanHillard and is [email protected] in Washington, DC and lead a part of Diversified Agency healthcare sector. In its third con- www.solomonmccown.com partner of global health commu- secutive year of double-digit Services, a division of Omnicom nications network Group Inc. growth, Ruder Finn Healthcare 54 West 40th Street GlobalHealthPR, Spectrum’s combines deep insights into the New York, NY 10018 clients are innovators in the con- 917/336-7427 TONIC LIFE transformations driving the health- sumer, social and health sci- care sector with forward-thinking ences. Our work with major COMMUNICATIONS and customized offerings to build Helene Solomon, CEO , Senior Vice brands in the biopharmaceutical programs that measurably advance Michal Regunberg President and medical device industries, One South Broad, 12th Floor our clients’ business. consumer goods business and Philadelphia, PA 19107 With extensive experience in It is an understatement to say with government, health systems 215/625-0111 marketing communications for that healthcare is undergoing a and coalitions triggers game- www.toniclc.com drugs across all therapeutic cate- period of tectonic shifts and enor- changing conversations. gories, Ruder Finn specializes in Maryellen Royle, President, mous pressures to improve quali- We are an experienced team of North America launching new therapies and fur- ty and reduce costs, to change more than 40 health communica- ther energizing seasoned drugs how providers are paid and to tions professionals — scientists, Tonic is where communications through media relations, thought keep people healthier. Affiliations journalists, techies, artists and come to life. Whatever the chal- leadership, consumer engagement, and mergers are happening at a born-and-bred agency folks. We lenge, Tonic Life Communications advocacy relations, online engage- rapid pace. How this gets com- understand the complex science is dedicated to the pursuit of com- ment and community building, municated internally and to con- behind our clients’ products and munications excellence in the areas marketing and public affairs. Ruder sumers is a challenge many issues, and how it adds value to of LifeScience (prescription medi- Finn has broad expertise in con- organizations have to navigate. the brand. cines and devices) and LifeStyle ducting high-impact wellness cam- Healthcare communications in Spectrum is a science-based (consumer health and well-being paigns addressing virtually every this environment requires a com- organization, and we do our brands). Whether it is a break- aspect of healthcare including can- bination of policy expertise as research. We use data and analy- through medicine, medical device, cer, cardiovascular diseases, pain, well as an ability to distill, pack- sis to build client strategy, and or consumer product, Tonic has the respiratory issues, OTC medicines, age and disseminate the complex employ intellectual curiosity, experience and insight to educate therapies for rare diseases, and information to inform and moti- scientific know-how, creative food and nutrition issues. vate critical audiences, including thinking and skillful execution to Partnering with our digital prac- government and community lead- bring our clients’ stories to life. 0Continued on page 58

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PROFILES OF HEALTHCARE & MEDICAL PR FIRMS

WCG is the largest company of consumer health products, over-the W2O Group, a global independent counter medications, public health, network of marketing, analytics and insurance and health maintenance communications firms that delivers organizations, healthcare associa- integrated business solutions in the tions, health systems and hospitals. areas of innovation and growth for We provide strategic, full-service the world’s leading companies and public relations, including the fol- brands. lowing key offerings and services: Established in 2001 by Jim scientific communications, digital Weiss, a 25-year veteran in health- communications, medical educa- care communications, the agency tion, regulatory milestone commu- has grown to over 400 employees nications, market seeding and serving clients through a network of development, new product launch- offices in Austin, Boston, Chicago, es, sustained patient awareness pro- London, Los Angeles, Minneapolis, grams, disease awareness and pre- New York, San Diego, San vention, clinical trial recruitment Francisco and Silicon Valley. support, crisis management, advo- At the core of WCG’s culture is cacy group relations, health policy the concept of the “un-agency,” initiatives, alliance building and The Philadelphia Executive Team of Tonic Life Communications. where diverse voices generate real corporate communications/execu- discourse, leading to bold ideas that tive visibility. span healthcare, digital health, cor- pragmatically disrupt the status Our Element Scientific TONIC LIFE COMMS. porate and consumer industries and quo. For more than a decade, Communications™ capability dif- WCG’s seasoned professionals Continued from page 56 the firm proudly represents compa- ferentiates Weber Shandwick from 0 nies of all shapes and sizes. The have specialized in providing competitors. Comprised of 14 full- secret sauce of the Twist team is the expert research analytics and meas- time PhDs, in addition to MDs, sci- urement, content, engagement and ence writers and medical editors and engage key audiences that mat- fusion of industry knowledge, rele- strategy to a diverse set of clients worldwide, our Scientific ter most. vant business expertise and next across the consumer, corporate, Communications group helps Headquartered in Philadelphia practices to deliver measurable technology, healthcare and pharma- clients effectively meet communi- and London, Tonic has global success and meaningful outcomes. ceutical industries. For more infor- cations challenges regardless of reach. Through our Huntsworth Twist’s seasoned professionals spe- mation, visit www.wcgworld.com. audience. This highly-specialized Health family of specialized agen- cialize in research and analytics, team translates complex data, con- cies, we reach an additional 30 strategy, communications, content cepts and issues into multiple for- countries, spanning more than 70 development and engagement and mats to engage and educate stake- offices. If you are looking for an emerging media solutions. holders. We partner with pharma- agency partner with a ‘can do’ atti- ceutical and biotechnology compa- tude, you will feel right at home nies, other healthcare organizations, with Tonic. non-profits and government agen- cies alike to engage their diverse TWIST MKTG constituents. Weber Shandwick is the nation’s 199 Water Street, 14th Floor first healthcare communications New York, NY 10038 agency to be fully certified for pro- 212/301-7200 motional regulatory compliance. [email protected] www.twistmktg.com Biopharmaceutical clients: Boehringer Ingelheim, Daiichi, Jennifer Gottlieb, President Johnson & Johnson, Lilly, Merck Megan Svensen, Managing Dir., Bob Pearson, President of W2O Serono, Novartis and Roche Account Group. Public. Health clients: The Bill and Colin Foster, Managing Dir., Digital Melinda Gates Foundation, CMS Mary Claire Duch, Managing Dir., Jennifer Gottlieb, President of supporting the federal exchange Account Twist Mktg. (Health Insurance Marketplace), as Brian Reid, Managing Dir., Media WEBER Amber Edwards, Managing Dir., well as working with the following Integrated Marketing SHANDWICK state exchanges: Massachusetts, Danielle Whitney, Group Dir., Maryland, California, and Global WCG 909 Third Ave. Washington, D.C. Professional New York, NY 10022 organization clients: American Established in 2012 as an inte- 60 Francisco Street 212/445-8000 College of Surgeons, Society for grated globa l communications San Francisco, CA 94133 www.webershandwick.com Cardiovascular Angiography and agency within W2O Group, Twist 415/362-5018 Interventions (SCAI), American Mktg is focused on creating mod- Fax: 415/362-5019 Laura Schoen, President, Global Academy of Periodontology, ern, highly customized solutions www.wcgworld.com Healthcare Practice American Academy of Orthopedic for clients. Twist offers a compre- [email protected] Surgeons, Florida Hospital hensive range of communications Blog: blog.wcgworld.com Association and American Twitter: @WCGWorld At a time when the healthcare services while focusing on creative industry landscape is changing Academy of Pediatric Dentistry approaches and collaboration, almost daily, the Weber Shandwick Industry organization clients: Jim Weiss, Founder and CEO, enabling us to create truly personal- W2O Group healthcare practice is at-the-ready PhRMA. Research institutions: The ized and integrated solutions for Bob Pearson, President, W2O to meet clients’ needs. Our sea- Gladstone Institutes, the Broad clients with a nimbleness to adapt Group soned healthcare strategists offer Institute. Hospitals: Children’s as the world changes. Diane Weiser, Practice Leader- expertise in pharmaceuticals, Hospitals and Clinics of Minnesota, Twist’s diverse roster of clients Healthcare, W2O Group biotechnology, medical devices, Stanford. £

58 OCTOBER 2014 4 WWW.ODWYERPR.COM 4 ADVERTISING SECTION Octmagazine_Layout 1 9/30/14 10:08 AM Page 59 O’DWYER’S RANKINGS TOP HEALTHCARE & MEDICAL PR FIRMS Firm Net Fees (2013) Firm Net Fees (2013) 1. 35. Edelman New York $114,410,747 Singer Associates San Francisco $1,250,000 2. 36. W2O Group San Francisco 57,112,000 LaVoieHealthScience Boston 1,010,606 3. 37. Ruder Finn New York 25,508,000 Bliss Integrated Comm. New York 975,000 4. 38. APCO Worldwide Wash., D.C. 22,902,463 Gregory FCA Ardmore, PA 950,000 5. 39. Cooney/Waters Group New York 14,020,940 Jackson Spalding Atlanta 931,862 6. 40. Makovsky New York 7,800,000 Lewis PR San Francisco 896,000 7. 41. Waggener Edstrom Worldwide Bellevue, WA 7,543,000 L.C. Williams & Associates Chicago 880,455 8. 42. Dodge Communications Alpharetta, GA 7,006,911 CooperKatz & Co. New York 832,166 9. 43. Zeno Group New York 6,152,376 Perry Communications Group Sacramento 831,892 10. 44. Spectrum Wash., D.C. 6,102,379 Fahlgren Mortine Columbus 808,841 11. 45. PadillaCRT Minneapolis 6,095,625 Seigenthaler Public Relations Nashville 738,091 12. 46. GYMR Wash., D.C. 6,064,518 Standing Partnership St. Louis 730,674 13. 47. ReviveHealth Nashville 5,300,000 Sachs Media Group Tallahassee 710,793 14. 48. Jarrard Phillips Cate & Hancock Brentwood, TN 5,054,163 LEVICK Wash., D.C. 579,410 15. 49. Crosby Marketing Comms. Annapolis 4,804,999 Rosica Paramus, NJ 553,800 16. 50. Racepoint Global Boston 4,487,292 Regan Communications Group Boston 484,500 17. 51. Public Communications Inc. Chicago 4,025,867 Schneider Associates Boston 408,075 18. 52. MWW New York 3,352,000 Trevelino/Keller Atlanta 360,000 19. 53. Coyne PR Parsippany, NJ 3,305,000 Highwire PR San Francisco 343,000 20. 54. Allison+Partners San Francisco 3,300,000 Beehive PR St. Paul, MN 331,979 21. 55. Finn Partners New York 2,830,092 rbb Public Relations Miami 329,035 22. 56. 5W Public Relations New York 2,800,000 VPE Public Relations S. Pasadena 310,786 23. 57. SS|PR Northfield, IL 2,700,000 Bridge Global Strategies New York 296,292 24. 58. Seven Twenty Strategies Wash., D.C. 2,495,542 Marketing Maven PR Camarillo, CA 270,686 25. 59. Rasky Baerlein Strategic Comms. Boston 2,388,689 Linhart Public Relations Denver 256,920 26. 60. Kyne New York 2,249,844 Maccabee Minneapolis 223,024 27. 61. RF | Binder Partners New York 2,222,975 TransMedia Group Boca Raton, FL 175,000 28. 62. Hunter Public Relations New York 1,970,964 Idea Grove Dallas 127,553 29. 63. Lambert, Edwards & Associates Grand Rapids, MI 1,586,943 Landis Communications San Francisco 110,000 30. 64. Moore Communications Group Tallahassee 1,537,440 Red Sky Boise, ID 70,567 31. 65. French | West | Vaughan Raleigh 1,475,000 Weiss PR Baltimore 66,000 32. 66. Dye, Van Mol & Lawrence Nashville 1,268,636 OCG PR Ft. Worth, TX 56,366 33. 67. McNeely Pigott & Fox PR Nashville 1,261,353 BizCom Associates Addison, TX 36,000 34. 68. Pan Communications Boston 1,260,000 Hope Beckham Atlanta 34,589

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OPINION Professional Development PR perils of the 21st Century press conference By Fraser Seitel But on the bright side, as horribly as the been made public, then for goddsakes Goodell performed at his press confer- don’t hold a press conference. You will get f you’ll pardon the expression, the ence, Baltimore Ravens CEO Steve skewered. Just ask Goodell. “denouement” of NFL Commissioner Bisciotti was every bit as horrific at his Be specific. IRoger Goodell’s disastrous September press conference a few days later to The media, the bloggers, the tweeters press conference came when a reporter explain that the team didn’t try to get spe- want facts, specifics, examples, yard- from TMZ.com pleaded righteous indigna- cial treatment for Rice. sticks, benchmarks. So be ready to give tion about the NFL’s The highlight of Bisciotti’s press confer- ‘em what they want; feed the beast. In failure to retrieve the ence was when he thought it timely to Goodell’s case he should have been ready telling elevator video make a joke when asked about women in with new policies to treat future domes- of Ray Rice knock- management. tic/child abusers. He should have been ing out his fiancé. As The New York Times reported, asked ready to say what would be done with cur- After a hopelessly- if any women had been involved in the rent NFL alleged abusers. He should have exasperated com- Ravens’ decision-making process con- been ready to opine on whether abusers missioner hemmed cerning the Rice case, Bisciotti said, would be allowed back in the league. The and hawed about “Unfortunately, we don’t have a female fact that he wasn’t ready means he should- Fraser P. Seitel has why the league was- president, G.M. or coach,” before joking n’t have had the press conference. been a communications n’t able to discover that maybe if his “head public relations Dress seriously. consultant, author and the smoking gun man would leave, there would be an open- If you’re a rapper with a name like teacher for 30 years. He video, the ill-dressed ing.” Kanye or Fat Trel or Drake, you can wear is the author of the Prentice-Hall text, The young man from Har. Hardy. Har. Har. what you want to your press conference. Practice of Public TMZ piped up: “Mr. All of which underscores to public rela- But if you’re an executive talking about Relations. Commissioner, we tions professionals that press conferences one of your employees getting convicted found out by one are dicey, dangerous and often a complete of cold-cocking his fiancée in an elevator, phone call. You guys have a whole legal waste of time and money — as the NFL you don’t walk in looking like you just got department. Can you explain that?” and the Ravens found out this month. your yacht, festooned in a casual shirt and Goodell could not, and the press confer- Also, reporters hate ‘em. jacket, blue jeans and no socks, like Steve ence went downhill from there. Journalists want to be first with the Bisciotti! That just doesn’t comply with The point, however, wasn’t lost on news. Since everyone attending is privy to the requirements of the situation. At least observers. When TMZ, arguably the the same information at the same time, the Goodell wore a suit to his press confer- sleaziest, slimiest, most ethically-chal- possibility of reportorial initiative is lost. ence crucifixion. lenged “media” organization in the history So reporters turn mean and nasty and ask Announce the time allotted. of man-and-womankind seizes the moral impossible, holier-than-thou questions. Reporters at a press conference must be high ground —- then the organization from (Ask Goodell and Bisciotti.) Plus, every kept on a short leash, or else they will con- which it has seized said morality has a real word one utters — or wishes he hadn’t — tinue to bite. It’s important, therefore, that problem! gets played back instantly on Twitter and someone other than the executive in the And the NFL does, indeed. YouTube. And occasionally if the venue is spotlight — the public relations person — as big as Goodell’s was, you’ve even got serve as moderator. One important func- to contend with the inevitable moronic tion is to announce to the assembled mul- PR news brief party crasher, screaming out that Howard titude that, “The press conference will Stern still is on the radio somewhere. conclude promptly at ______.” That’s Brunswick aids $9 billion No, unless you’re Derek Jeter, press how the President of the United States Dollar General hostile bid conferences are rarely positive. But if you conducts press conferences, and if it’s Dollar General is leaning on PR counsel from simply have no choice but to hold one, good enough for him ... Brunswick Group as it takes a $9.1 billion hostile here are a few things to remember. Announce that the end has come. takeover bid for rival Family Dollar to straight to Have a script. Always announce there is time for only shareholders. Sure, reporters complain, but as long as one more question. And then end it. Don’t Goodlettsville, Tenn.-based Dollar General initial- ly went public with a $78.50-per-share cash offer to they report accurately what you’ve said, allow your speaker to linger. Have him say Family Dollar’s board in mid-August, a bid to break no problem. Appearing at a press confer- his piece and get out. It’s the public rela- up a planned $8.5 billion merger of Family Dollar and ence is similar to testifying in court. As tions person’s responsibility to read the Dollar Tree. long as you stay within the bounds of your riot act to the chief at the danger of going But on Tuesday, Dollar General announced a ten- der offer at $80 per share, pitching the hostile bid as prepared talking points, you’ll be fine. on and on. Doubt it? Ravens CEO having “significantly greater value than the existing Once you begin to wander and digress, Bisciotti’s press conference lasted an agreement with Dollar Tree, as well as immediate game’s over. If you don’t believe me, ring interminable 47 minutes of the mostly and certain liquidy for [shareholders’] shares.” up Bisciotti’s disaster on YouTube. pathetic, pandering pap. After about 40 As previously reported, Sard Verbinnen & Co and Have a point. minutes of observing his boss’s self- Joele Frank, Wilkinsom Brimmer Katcher are work- ing the Dollar Tree-Family Dollar deal, respectively. It makes no sense to hold a press confer- immolation, the Ravens’ public relations Seventy-five-year-old Dollar General has 11,500 ence merely to reiterate what you’ve manager finally, mercifully tried to end the stores in 40 states. already said, e.g., “The NFL messed up.” press conference. Bisciotti kept right on If all you have is material that’s already talking. £

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Financial Management Final IRS capitalization regulations will impact PR By Richard Goldstein single UOP consists of all components that de minimis safe harbor if no more than are functionally interdependent, such that $5,000 per invoice, or per item as substan- he purpose of this month’s column is one component can’t be placed in service tiated by the invoice, was paid for the prop- to inform you about an important without the other components. erty. For businesses without an AFS, the Tdevelopment that will affect every Say a business buys a battery-powered maximum figure is $500 rather than PR firm. The IRS has issued long-awaited golf cart for its foreman to use in getting $5,000. Therefore, smaller PR firms that do tax regulations on the tax treatment of around a large warehouse. It buys the chas- not have audited financial statments will be amounts paid to sis from one vendor and the battery from subject to more stringent rules. acquire, produce, or another, and then assembles the two com- To use the safe harbor, the business must improve tangible ponents. Here, the cart is the UOP, since the have accounting procedures in place at the property. The regs chassis can’t be placed in service without beginning of the tax year that treat as an explain when those the battery. expense amounts paid for property that payments can be Buildings. When it comes to buildings, costs less than a specified dollar amount or deducted, which con- the regs generally treat each building and its has an economic useful life of 12 months or fers an immediate tax structural components as one UOP-the less. benefit, and when “building.” The regs also list nine specific Routine maintenance safe harbor. The building systems that are treated as separate regs include a safe harbor that allows certain Richard Goldstein they must be capital- is a partner at ized. The column is from the building structure. An improve- expenses of routine maintenance to be Buchbinder Tunick & based on a ment to the building is defined by its effect deducted rather than capitalized. Routine Company LLP, New Buchbinder tax alert on those systems, rather than on the build- maintenance means recurring activities that York, Certified Public sent to clients. ing as a whole. keep business property in ordinarily effi- Accountants. These final regs If a taxpayer restores a building structure, cient operating condition, such as inspec- retain many provi- such as by replacing the entire roof, the tion, cleaning, testing, and replacement of sions of the temporary regs that were issued expense is treated as an improvement to the damaged or worn parts. in 2011. However, the final regs refine and single UOP consisting of the building. If the Under the 2011 temporary regs, this safe simplify the temporary regs and add new taxpayer makes an improvement to a build- harbor wasn’t available for building mainte- safe harbor provisions that will help you to ing system, such as the heating, ventilation, nance. The final regs expand the safe harbor nail down expense deductions. The regs and air conditioning system, that expense is to cover buildings as well. must be followed for tax years that begin also an improvement to the building UOP. For a building structure or system, the PR after Dec. 31, 2013, whether a calendar or These rules will also apply to tenants. firm, or a building owned by the firm or its fiscal year. The regs are lengthy and com- Deducting materials and supplies. A principals, must reasonably expect to per- plex. deduction is allowed for amounts paid to form the maintenance more than once dur- Capitalization or deduction. The regs produce and acquire materials and supplies ing the 10-year period that begins when the set forth the general rule that amounts paid that are consumed during the year. structure or system is placed in service. For to improve a “unit of property” must be Materials and supplies are defined to property other than buildings, the agency capitalized. An improvement is defined as include five specific categories of property must reasonably expect to perform the an expenditure that betters a unit of proper- used or consumed in the business opera- activities more than once during the proper- ty, restores it, or adapts it to a new and dif- tions. ty’s class life for depreciation purposes. ferent use. UOPs with an economic useful life of no Per-building safe harbor for qualifying On the other hand, the regs allow a cur- more than 12 months qualify as materials small taxpayers. The final regs add a new rent deduction for repairs and maintenance and supplies under this rule. Likewise, cer- safe harbor that allows qualifying small tax- to property. Deductible repair and mainte- tain inexpensive items qualify as materials payers — those with average annual gross nance expenses are defined in a negative and supplies. Under the final regs, this rule receipts of $10 million or less in the three way — they are deductible if not otherwise applies to UOPs that cost $200 or less to preceding tax years — to deduct improve- required to be capitalized. acquire or produce. PR agencies for the ments made to a building property with an Unit of property. One key concept in the most part will meet the 12 month test. unadjusted basis of $1 million or less. This regs is the “unit of property” (UOP) that is De minimis safe harbor. The regs allow safe harbor applies only if the total amount being improved or repaired. The smaller the a taxpayer to deduct certain limited paid during the tax year for repairs, mainte- UOP, the more likely it is that costs incurred amounts paid for tangible property that are nance, and improvements to the building in connection with it will have to be capital- expensed for financial accounting purpos- doesn’t exceed the lesser of $10,000 or 2% ized. es. Under the 2011 temporary regs, this de of the building’s unadjusted basis. For example, work on an engine of a minimis safe harbor was only available to This safe harbor may be elected annually vehicle is more likely to be classified as an taxpayers that had an Applicable Financial on a building-by-building basis. It is elected expense that must be capitalized if the Statement (AFS), which can be a Certified by including a statement on the tax return engine is classified a separate UOP. By con- Audited Financial Statement used for cred- for the year the costs are incurred for the trast, if the UOP is the vehicle, the engine it purposes, reporting to partners, or other building. work has a better chance of passing muster non-tax purposes. The final regs change Accounting method change. Many PR as a repair. this by allowing businesses without an AFS firms may be required to apply for an Property other than buildings. In gen- to use the de minimis safe harbor. accounting method change to comply with eral, for property other than buildings, a A taxpayer with an AFS may rely on the the above rule. Speak to your tax advisor! £

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OPINION Opinion Political hatred weakens U.S. By Joseph J. Honick To be sure, public debate was strong, tional realities … regardless of his domes- and, lacking any coherent message sug- tic popularity or lack thereof. gesting danger to the United States, the t’s difficult to recall another time when In fact, the word “hatred” would hardly debate raged on but never with the kind the entire world was engulfed in crisis be too strong for the attacks of those in the of hatred for the president currently part Iand potentially on the brink of interna- Republican leadership and their minions of the opposition strategy that encour- tional conflict. around the country. ages our enemies, whoever they may be. American political Do not mistake this analysis as some The morning after the Republicans leadership failed to promotion for opponents to see President were victorious in retaking the House of find some means to Obama as the hero of this or any other Representatives, it might have been lost show we all care for century, but, it was the same Republican that the Republican leaderships of both the good of the leadership that once very correctly berat- Houses declared they had only two mis- nation more than ed then Senator Obama who flew to Iraq sions: to do all necessary to undermine knocking off politi- to meet with American field generals dur- the President and frustrate anything and cal opponents. ing that conflict. Their strong public everything the Democrats might We ourselves have words were: advance, suggesting the elections had Joseph J. Honick is always sought the “We only have one President at a time.” given the victors the power to do both. President of GMA Even though I called that conduct a International in weaknesses in other And that was at a time when President Bainbridge Island, nations in order to George W. Bush was struggling both to “Victory Without the Pride,” it would Wash. realize military justify the Iraq invasion and to find some have been difficult to accord those and/or political means for success as we were deploying, actions as really dangerous to our inter- benefits. redeploying and redeploying thousands of national reputation as the current So what’s different today? men and women with resulting record actions are without qualification. But it The vitriol of this political campaign military suicides and other dangerous did lack statesmanship and would have against a sitting President goes against results. So bad were the realities, orders been true had the Democrats tried the most of history, given the fact this had gone out to avoid televising the same thing. President cannot avoid the leadership arrivals of hundreds of coffins for those Now it is not merely different, it is demands of extremely dangerous interna- killed in battle. dangerous. There is nothing that should frustrate the exercise of free speech in one more energetic political election campaign. We expect it. On the other hand, while contestants at Congressional, state and local elections fight hard against each other, it would be not merely seemly but critical that the national leaders of both parties find some means to show the world that, when the chips are down, we are truly a “united” collection of states in defense of the nation. I have had enough years of experience working the Washington and interna- tional scenes to know how naïve that might seem to the most partisan. But, when I, along with millions of others, put on the uniform of one service or another, I did not swear allegiance to a political party, only the nation. Of course such commitments might require some heavy duty power bidding, but, then, what would be so bad or new about that? What would be new and powerful would be the confirmation of the Republicans’ own very legitimate sermon to an Illinois Senator some years ago about how many heads of the American nation are in existence at any one time. The question is whether we are in fact mature and loyal enough to stand that tall when it means so much as it does today. £

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PEOPLE IN PR

Communications head Mario Guerreiro to Smith succeeds Graves Top Walmart PR exec its top American PR slot. Guerreiro, a Portugal native who has as Ogilvy chief resigns in resume flap been stationed in VW’s home country of Germany as head of international tuart Smith, chief of Ogilvy PR’s avid Tovar, VP of communications, moved to Volkswagen EAME region has taken over for Communications and top Group of America in Herndon, Va., Oct. SCEO Christopher Graves effective Dspokesman 1 as executive VP to head communica- immediately. Graves, who spent 18 years for retail giant tions for the group and brand stateside, at Dow Jones’ news & business side, took Wal-Mart Stores, including PR, corporate media relations the Ogilvy CEO has resigned after and internal communications. slot in 2009. He’s the company dis- Volkswagen makes cars in upped to chairman. covered that he Chattanooga, Tenn., and counts 6,000 Smith joined never graduated US employees and around 1,000 deal- Ogilvy in 2010 as from college, as ers. In addition to the flagship VW, it Global Managing stated on his Tovar owns Audi, Bentley, Bugatti and Director of its cor- resume. Lamborghini. porate practice. The 40-year-old Guerreiro is a former auto journalist who He’ll relocate to Smith exec joined Wal-Mart in 2006 as director did director of comms. stints at Audi in New York early of media relations after a stint as Los Angeles and Volkswagen’s Spanish next year. spokesman for Philip Morris and parent carmaker SEAT S.A. £ Miles Young, CEO of parent Ogilvy & Altria. He stepped down at the end of Mather, said in a statement the move is September. designed to “adapt our management Bloomberg reported Sept. 15 that structure” as PR “continues rapidly to Tovar claimed he earned a bachelor’s Scandal-plagued evolve and unlock fresh opportunities.” degree from the Univ. of Delaware in He said Ogilvy’s EAME operation 1996, but a routine Wal-Mart screening NFL brings in CMO enjoyed “phenomenal development in scale found that he never received the degree. and creativity” under Smith’s guidance. Dan Bartlett heads Wal-Mart he scandal-plagued National £ O&M is part of WPP. Communications as EVP-Corporate Football League has brought in Affairs, a post he took last year on the Tformer Pepsi-Cola North Weisenburger steps exit of Leslie Dach. America CEO Dawn Hudson as Chief Tovar was a ubiquitous spokesman for Marketing Officer. down at Omnicom Wal-Mart and drew kudos and catcalls NFL commissioner Roger Goodell among PR circles in June when he dis- said Hudson will handle development, mnicom EVP and CFO Randall sected a critical New York Times op-ed direction and implementation of all Weisenburger is leaving the mar- with a post at walmart.com. marketing activities for the league in a Oketing conglomerate after 16 years In an internal email released by Wal- bid to “help fur- to return to the private equity sector. Mart, Tovar said, “I have loved every ther connect the OMC’s board tapped SVP of finance and second of every minute I’ve been with NFL with fans.” controller, Philip Angelastro, to take over the company and I don’t have enough Hudson, a for- Weisenburger’s role. room in this e-mail to give justice to the mer ad agency Weisenburger life-changing experience of working for executive, was played a key role in the world’s largest retailer.” President and Omnicom’s rise and A Wal-Mart spokeswoman told the CEO of the he was rewarded Northwest Arkansas Business Journal Hudson PepsiCo unit, handsomely — 2012 Sept. 12 that Tovar was “just ready to where she spent compensation move on to his next adventure.” 11 years, including topped $31 million Bloomberg reported Wal-Mart discov- as CMO. Pepsi is a large sponsor of the in pay and stock Weisenburger ered the problem during due-diligence NFL. She also has sports experience as sales. Media reports screening standard for employees who chairman of the board of the LPGA and on the scuttled reach a certain level. has been vice chair of consulting firm Omnicom-Publicis merger earlier this year Tovar was promoted last November to The Parthenon Group for the past five centered on a power struggle over VP on the retirement of longtime PR years. Earlier, she was an EVP at Weisenburger and his Publicis CFO coun- head Mona Williams. £ Omnicom’s DDB Needham and terpart, Jean-Michel Etienne. Managing Director at DMB&B. Angelastro is a 17-year OMC vet, join- She will report directly to Goodell, ing its DAS Network as VP of Finance in Volkswagen elevates starting October based in New York. 1997. He became Controller of OMC in The hire is the latest by the NFL to 1999 and SVP in 2002. He is a former Guerreiro to top slot contain its simmering domestic vio- Partner of Coopers & Lybrand. lence crisis. Last week, the league Omnicom CEO John Wren said he and ith the departure of Scott Vazin brought in former Obama policy advi- Weisenberg “have long agreed” that for Toyota, Volkswagen has sor Cynthia Hogan to head policy and Angelastro would take the CFO post. £ Welevated International government affairs. £

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WASHINGTON REPORT Washington ups spending on marketing, PR

he Small Business Government Communications Network has released its Federal Communications & TCreative Services Report, finding that 2013 spending rose 17.2% to $1.7 billion. The gain is the first rise in contracting since tracking began in 2010. The report gauges outlays at 25 federal agencies and depart- ments for services such as PR, marketing, advertising, consult- ing, graphic design, video, market research, and event manage- ment. Small businesses grabbed 42.3 percent or $724.4 million of the total outlays, which were up 15.2% from 2012. Begich, father of The Fronter State’s Senator Mark Begich. Contracting dollars for PR and advertising rose 43% and Lindy Boggs, Tommy’s mother, was elected to succeed her 30.9%, respectively. husband. Smaller PR shops got 50.8% of the PR spending, while their Broadcast journalist Cokie Roberts is Boggs’ sister. £ advertising agency counterparts took 38.8 percent. The federal government has established a goal of spending at least 23% at small firms. Glover Park turns on TV One Jim Krol, Executive Director of SBGC, said the survey results are “a great sign for creative and communicators.” He also noted that the 42.3% share for small business shows lover Park Group is handling TV One, a top cable TV “the federal government continues to recognize small firms can network aimed at African-Americans on a range of fed- help agencies and departments meet their communications Geral matters. contracting needs.” £ Susan Brophy, Managing Director of government affairs at the WPP property is spearheading the team. She was Deputy Director of legislative affairs in the Clinton Legendary D.C. lobbyist White House, Senior VP in Time Warner’s global policy office in DC and counselor to its ex-CEO Dick Parsons on politics Tommy Boggs dies at 73 and policy. Matt Mandel, Aide to former Majority Leader Eric Cantor, egendary lobbyist Tommy Boggs, “who sat for years at and Gregg Rothschild, Deputy Chief of Staff to Democratic the epicenter of Washington legal and political circles as heavyweight Congress John Dingell when he chaired the Lthe city’s marquee name in lobbying and political fund- Energy and Commerce Committee, join Brophy on the busi- raising,” according to the Washington Post, died September ness. 15 of a heart attack in his Chevy Chase, MD., home. He was TV One, which launched in 2004, chalked up its best month- 73. ly rating performance among the key 25-54 year-old age group. Boggs joined Patton Boggs in 1966 and earned a place It credited the upbeat viewer level to the debut of “Girlfriends’ National Journal list of top lawyers in Getaway,” and the second season of “Fatal Attraction.” £ the US in every year since its inception. He forged the K Street model by posi- tioning Patton Boggs at the intersection DCG gets “boots to business” where business meets government. Boggs counseled tax, health care, PR pact trade, telecommunications and restruc- turing clients. His work for US approval he US Small Business Administration has awarded a of the 1979 government bailout of seven-figure pact to The District Communications Chrysler is among his career highlights. Boggs TGroup to handle marketing and outreach for a campaign Boggs served on corporate boards to encourage entrepreneurship among veterans. such as Eastern Air Lines, Chemfix Technologies and TDCG is the firm of Adam Clampitt, a former PAO reservist Washington Bancorp. who was Director of PA planning and social media for the Due to financial concerns, Patton Boggs merged with the NATO security force in Afghanistan under Gen. Stanley bigger Squire Sanders firm effective June 1. McChrystal. Ogilvy and FleishmanHillard vet Lyn Schultes is Vanity Fair profiled Boggs as “The King of the Hill,” while VP. CBS labeled him “the fattest of the fat cats.” The SBA released an RFP in August for the work to support Boggs served on corporate boards such as Eastern Air the year-old Obama administration program, part of the Lines, Chemfix Technologies and Washington Bancorp. Transition Assistance Program to help veterans return home Boggs is the son of former New Orleans Congressman and from active duty. Majority Leader Hale Boggs, who disappeared in a plane TDCG will tackle PR, event marketing, social media, PSAs crash in Alaska while campaigning for Representative Nick and other duties under an initial task order of $1 million. ” £

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International PR News

B-M helps Islamic Group image groups deemed by the US to be terror organizations. Those bene- factors include Islamic-affiliated rebel groups in Syria and Hamas in Gaza. urson-Marsteller is working to improve the US image of Earlier this year, Saudi Arabia, Bahrain and the United Arab Tunisia’s Ennahda Party ahead of the country’s parliamen- Emirates recalled their ambassadors from Qatar to protest its sup- Btary elections slated for Oct. 26. port of terror organizations. The Muslim Brotherhood-inspired organization is the front-run- Portland’s $150,000 campaign also includes media outreach, ner in the vote. The party won the 2011 election that triggered the event management, research, policymaker/influencer meetings ouster of strongman Zine El Abidine Ben Ali. and event management. It began Sept. 15 and runs through Ennahda officials say they want good relations with the White yearend. £ House and Congress. Its leader plans to visit Washington the end of this month to meet with State Dept., National Security Council and Congressional staffers. Brunswick fronts climate push The US has guaranteed $1 billion in loans to Tunisia since it for Chinese power company kicked off the Arab Spring revolution. BM has neither a formal written contract nor letter of agreement with its client. Fees/expenses for B-M’s media support and stake- runswick Group has supported the $300 billion State Grid holder outreach are to be determined. Corporation of China’s presence at the UN Climate BM’s Amit Khetaurpaul and Bill McQuillen are working BSummit in New York as the world’s largest state-owned Washington for Ennahda. £ power company seeks to position itself as a leader against climate change. Brunswick staff in China and Washington advised the No. 7 Qatar nabs Portland for DC push company on the Fortune 500 list and handling PR. SGCC Chairman Liu Zhenya delivered a keynote at the event atar signed up Portland PR for a communications/political on Sept. 23, highlighting the company’s “smart grid” technology push targeted at Congress and federal agencies to improve which incorporates ultra high voltage transmission lines and Qties with the US. renewable energy. The Gulf State, a major customer of America’s defense sector, Liu gave a speech in Washington in August proposing a recently closed an $11B deal for Apache helicopters and anti- “Global Energy Internet” capable of sharing renewable energy. tank/Patriot missiles. SGCC, which has global ambitions, delivers power to about The country has been criticized for its financial backing of 80% of China. Revenues top $298 billion. £ FARA News ¸ NEW FOREIGN AGENTS REGISTRATION ACT FILINGS Below is a list of select companies that have registered with the U.S. Department of Justice, FARA Registration Unit, Washington, D.C., in order to comply with the Foreign Agents Registration Act of 1938, regarding their consulting and communications work on behalf of foreign principals, including governments, political parties, organizations, and individuals. For a complete list of filings, visit www.fara.gov.

Orion Strategies LLC, Washington, D.C., registered Sept. 22, 2014 for Embassy of Mongolia, Washington, D.C., to assist the Ministry of Foreign Affairs with strengthening bilateral economic ties with the U.S.; improving the Ministry's public relations capacity at highlighting the investment oppor- tunities in Mongolia; assisting the Ministry in identifying and targeting prospective businesses for investment in Mongolia.

Calex Partners LLC, Washington, D.C., registered Sept. 17, 2014 for Ali Hatem al-Suleiman, Shaykh of the Dulaimi tribes of Iraq, to actively seek Congressional support for the formation of a semi-autonomous region for Sunni tribes in Iraq. Lobbying News G NEW LOBBYING DISCLOSURE ACT FILINGS Below is a list of select companies that have registered with the Secretary of the Senate, Office of Public Records, and the Clerk of the House of Representatives, Legislative Resource Center, Washington, D.C., in order to comply with the Lobbying Disclosure Act of 1995. For a complete list of filings, visit www.senate.gov.

Ryan MacKinnon Vasapoli and Berzok LLP, Washington, D.C., registered Sept. 18, 2014 for Cox Enterprises, Washington, D.C., regarding legislation related to rewriting the Telecommunications Act of 1934.

Lincoln Policy Group, Washington D.C., registered Sept. 16, 2014 for SAP America, Inc., Washington, D.C., regarding issues related to the Farm Services Agency modernization efforts and technology upgrades.

Cannae Policy Group LLC, Washington, D.C., registered Sept. 15, 2014 for Veterans Assembled Electronics, LLC, Newport, RI, to facilitate creating job opportunities for unemployed veterans.

Gephardt Group Government Affairs, Washington, D.C., registered Sept. 15, 2014 for Lyft, San Francisco, CA, to advocate for the removal of barriers that inhibit ride sharing.

Heather Podesta + Partners, LLC, Washington, D.C., registered Sept. 11, 2014 for Fitbit, Inc., San Francisco, CA, to educate lawmakers regarding health and fitness devices.

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