The Healthcare Issue

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The healthcare issue

October 2013 | www.odwyerpr.com Octmagazine_Layout 1 9/30/13 12:24 PM Page 2 Octmagazine_Layout 1 9/30/13 12:24 PM Page 3 Octmagazine_Layout 1 9/30/13 12:24 PM Page 4

Vol. 27, No. 10 October 2013 EDITORIAL GAP BETWEEN RICH AND POOR ObamaCare officially goes into effect. GROWS IN PR, JOURNALISM 6 A divide between rich and poor is evi- AMN CEASES PUBLICATION 24 dent in New York PR and journalism. AFTER 55 YEARS American Medical Assn. has ceased CARE COMMUNICATIONS: PR publication of American Medical News. 8 AND THE NONPROFIT SECTOR 26 How PR can go beyond performing great PRSA MAGAZINES GO work and also tackle good deeds. DIGITAL 24 New PRSA members will receive IN HEALTHCARE, ADAPTABILITY only e-mail versions of their publications.8 IS KEY 30 The healthcare industry has been TRIBE TARGETS REDSKINS turned on its head by disruptive forces. TO CHANGE NAME An Indian tribe has launched a PR LIBERIAN JOURNALIST JAILED, blitz against the Washington Redskins.9 GETS MALARIA 31 A Liberian journalist is jailed after writ- ONLINE HABITS REVEAL ing a report critical of the government. HEALTHCARE MISSTEPS THE RISE OF HEALTH Understanding how people seek 10 INFORMATION TECHNOLOGY healthcare information is critical for PR. How the PR industry can help health 49 32 www.odwyerpr.comDaily, up-to-the-minute PR news WHEN SCIENCE information technology succeed. TRANSFORMS LIVES Scientific research provides infor- TRAVELERS NEED MEDICAL mation and guides decisions people12 make. INSURANCE 33 Those who travel abroad would be wise DOCTORS EVOLVE TO to make sure they have medical coverage. SOCIAL ARBITERS Physicians aren’t just prescribers, PROFILES OF HEALTHCARE & purchasers or opinion leaders anymore.14 MEDICAL PR FIRMS 34 RANKINGS OF TOP HEALTHCARE USING SOCIAL MEDIA AMID & MEDICAL PR FIRMS HEALTHCARE REGULATION What headway can PR pros make 49 WASHINGTON REPORT in social media, given our limitations?16 COLUMNS MUSICAL CHAIRS: PR AND 56 MEDICAL MERGERS PROFESSIONAL DEVELOPMENT EDITORIAL CALENDAR 2013 An epidemic of mergers and acqui- 50 Fraser Seitel sitions is affecting the healthcare industry18 January: Crisis Comms. / Buyer’s Guide . FINANCIAL MANAGEMENT February: Environmental & P.A. Richard Goldstein 51 March: Food & Beverage PUTTING PATIENTS BEFORE OPINION April: Broadcast & Social Media PROFITS 52 Jack O’Dwyer May: PR Firm Rankings There’s a reason healthcare com- GUEST COLUMN June: Global & Multicultural panies should offer more than lip service.21 53 Paul Oestreicher July: Travel & Tourism GUEST COLUMN August: Financial/I.R. WHY COMPANIES ARE 54 Katherine O’Hara September: Beauty & Fashion INVESTING IN HEALTH PEOPLE IN PR October: Healthcare & Medical Health is one of the enterprise 22 55 PR BUYER’S GUIDE November: High-Tech engines of our time. 58 December: Entertainment & Sports ADVERTISERS AMF Media Group...... 3 GYMR...... 13 Log-On...... 45 SevenTwenty Strategies...... 9 Chandler Chicco Companies...... 23 JFK Communications...... 25 Makovsky...... Inside Cover Shoot Publicity...... 21 Cooney Waters...... 7 JPA Health Communications...... 17 Omega World Travel...... 46 Strauss Media...... 54 Dodge Communications ...... 33 Kovak-Likly...... 5 PCI...... 27 TV Access...... 53 Edelman...... 19 & 20 Lavoie Group...... 15 ReviveHealth...... 11 W20 Group...... 28 & 29 Graham & Associates...... 31 Live Star Entertainment...... 8 Ruder Finn...... 37 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, 2013. 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 2013. 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 2013 issue: 2,000. C. Average paid and/or requested circulation during preceding 12 months: 1,390. Actual paid and/or requested circulation for September 2013 issue: 1,405. E: Average total non-requested distribution by mail and outside the mail for preceding 12 months: 505. Actual non- requested distribution by the mail and outside the mail for September 2013 issue: 510. F: Total average distribution for preceding 12 months: 1,895. Actual distribution of September 2013 issue: 1,915. G: Average number of copies not distributed preceding 12 months: 105. Actual number of copies of September 2013 issue not distributed: 85. H: Average of total distribution and copies not distributed for preceding 12 months: 2,000. Sum of total September 2013 issue distributed and not distributed: 2,000. I: Average percent paid and/or requested circulation for preceding 12 months: 73.3. Actual percent paid and/or requested circulation for September 2013 issue: 73.4%. I certify that all information furnished above is true and complete. Jack O’Dwyer, President, J.R. O’Dwyer Co. Octmagazine_Layout 1 9/30/13 12:24 PM Page 5 Octmagazine_Layout 1 9/30/13 12:24 PM Page 6

EDITORIAL ObamaCare goes into effect. Now get over it already.

n October 1, the Affordable Care Act became official. States have opened enrollment EDITOR-IN-CHIEF on exchanges for private insurance, with coverage slated to effectively begin January Jack O’Dwyer O1. It’s done, it’s real, it’s happening. Now, can we stop whining about it? [email protected] In case you forgot: the Affordable Care Act was passed by the House and Senate, was signed into law, was challenged by the Supreme Court, then upheld by the Supreme Court. ASSOCIATE PUBLISHER You may not like ObamaCare, but you’d be disingenuous to call it “unconstitutional” when, Kevin McCauley for the better part of three years the bill has passed through every check, every balance, vir- [email protected] tually every cog in our democratic process. Decrying the pitfalls of our system of govern- EDITOR ment only when it produces things you don’t like is a fool’s errand. It also makes you sound Jon Gingerich like a baby. [email protected] Of course, there were Republicans who nonetheless worked to repeal ObamaCare up until the last minute, going as far as to use our economy as a bargaining chip in an attempt to defund SENIOR EDITOR the bill as Congress wheeled out its budget and honed its carpentry skills on our ongoing debt Greg Hazley ceiling. September was marked by impotent bluster, desperate delay tactics and every petulant [email protected] act imaginable short of kicking and screaming as politicians backed by Tea Party extremists suggested delaying the bill for a year, or removing ObamaCare’s tax on medical devices, or CONTRIBUTING EDITORS allowing employers the ability to opt out of contraception coverage if said service clashed with John O’Dwyer business owners’ “beliefs.” A surreal, 21-hour pseudo-filibuster by Ted Cruz (R-TX) aptly Fraser Seitel exemplified the sort of Kabuki Theater that unfolded throughout this embarrassing process, as Richard Goldstein we soon discovered that not only were Republicans willing to tank the economy and bring the Sarah Nicole Smetana Ostiz government to shutdown simply to get their way, they were willing to mar their already-dec- Editorial Assistant & Research imated reputations to nigh irreparable lengths, even as a Congressional elections loom next year. ADVERTISING SALES It needs to be said: the Affordable Care Act is far from perfect; some of the criticisms sur- John O’Dwyer rounding it are spot-on. Poll after poll shows many Americans don’t like the individual man- Advertising Sales Manager date portion of the bill. Many of the exchanges deceptively appear to offer more than what [email protected] people will surely receive. A spat of preliminary polls predict a disappointing number of people will sign up for the exchanges at all. But perhaps the most legitimate quip: many business Sharlene Spingler owners will undoubtedly cut hours and increase layoffs to skimp on paying for employee Associate Publisher & National Sales Director insurance. Non-insured Americans who work fewer than 30 hours a week would be burdened [email protected] with the responsibility of purchasing healthcare or face a tax penalty. In other words, ObamaCare could potentially hurt some of the same people it purports to help. O’Dwyer’s is published monthly for $60.00 The Affordable Care Act is essentially designed for people who don’t have insurance (and a year ($7.00 for a single issue) by the to a smaller degree, those who already buy insurance on their own). About 85% of us current- J.R. O’Dwyer Co., Inc., ly insured will not have our plans altered as a result of its passage. However, when consider- 271 Madison Ave., New York, NY 10016. ing who will benefit most from the bill, the notion that ObamaCare will provide coverage for (212) 679-2471 Fax (212) 683-2750. millions who currently have no insurance makes it a win. Then there’s the fact that people can stay on their parents’ plans until they’re 26, that many will qualify for financial assistance if they have to buy insurance on their own, and that after these subsidies it’s expected most will © Copyright 2013 not be affected by premium increases and will pay less through the exchanges than what J.R. O’Dwyer Co., Inc. they’d pay for insurance currently. Finally, there’s the feature that has received the most fan- fare: ObamaCare prohibits providers from turning people down for a preexisting condition, or for their gender. For some, the plan will even provide mental health, maternity leave, or pre- OTHER PUBLICATIONS & scription drugs. This should have happened a long time ago. SERVICES: In a strange turn of events, Cruz, Boehner and other GOP members of Congress are now www.odwyerpr.com 4 breaking news, being blasted within their own ranks for making the fight over ObamaCare “too easy” for commentary, useful databases and more. Democrats. Passing a bill and signing it into law, debating its constitutionality in the highest court in the land, no longer guarantees life after budget debates. As we’ve seen during Jack O’Dwyer’s Newsletter 4 An eight- the last two years however, holding the economy hostage to appease fringe elements with- page weekly with general PR news, media in your party is now standard procedure. This practice really needs to be addressed — appointments and placement opportunities. because it’s insane. O’Dwyer’s Directory of PR Firms 4 has We’ve been grappling with major healthcare reform for 50 years now. We need to move listings of more than 1,600 PR firms through- on, but unfortunately it doesn’t look like this will happen anytime soon. Some states have out the U.S. and abroad. refused to implement the Act’s Medicaid expansion, and at least one Tea Party group is now running a series of ads suggesting people break the law and forego buying insurance. It peti- O’Dwyer’s PR Buyer’s Guide 4 Products tions the obvious at this point to say this is a giant waste of time. If the Affordable Care Act and services for the PR industry in 50 cate- is truly as unsustainable as some Republicans purport it to be, they should let it run its gories. course and implode, let it fail, where it would then be repealed and replaced with whatever private-sector utopias Republicans love to envision. In the meantime, this is what we have, jobs.odwyerpr.com 4 O’Dwyer’s online this is what we get, this is what we’re dealing with. Get over it. £ job center has help wanted ads and hosts — Jon Gingerich resume postings.

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MEDIA REPORT AMN ceases publication after 55 years

The American Medical to $322 million in 2011, according to Association has ceased publi- IMS Health, market-analysis firm. Blamed are a shortage of new “block- cation of its 215,000-circula- buster drugs” to replace a number of top- tion American Medical News selling drugs that went off patent. tabloid newspaper, citing a Editors prided themselves on not oper- drop in ad revenues and fail- ating “a house organ” for the AMA. They noted that other staffers often asked them, ure of an online version to “Whose side are you people on, any- bring in sufficient revenues. way?” By Jack O’Dywer “We go out as one of the five top primary care print publications,” said a final statement by staffers. £ American Medical News he original frequency of 48 issues a year was cut to 24 in 2009. Last Tissue is dated Sept. 9. Page count, PRSA magazines go digital which was as high as 100, dropped to 24 in recent years. PR Society of America has told environmental impact of printing and Twenty full-time staffers are losing new members that they will mailing and to cut costs. their jobs in Chicago, Washington, D.C., only be sent e-mail versions of The Society lost $500,688 on its publi- and New Jersey. cations in 2012. Publication expenses The web archive of AMN articles will the monthly PR Tactics tabloid were $1,041,509 and income, $540,821. remain at amednews.com through Dec. and the quarterly magazine PR Advertising revenues were $503,396 and 31. Strategist. By Jack O’Dywer subscription income, $37,425. Costs AMA publishing revenues fell 14.4% included $770,418 for salaries and to $55.8 million in 2012. There was a $10 fringes of publication staff ers. million drop in ad sales. urrent members are being asked to It had an $18,719 operating loss for the Pharmaceutical spending in all profes- voluntarily convert to e-mail first half of 2012 on revenues of $5.4 sional journal advertising dropped 31% Cdelivery in order to lessen the million despite a dues increase of $30 in 2011. Publication costs used to include administrative expenses which were $457,838 in 2003. A bookkeeping change in 2004 removed such expenses from publications and 12 other categories of spending including awards ($113,045) and sections ($194,223). The expenses were combined under “administration,” totaling $2,002,580. Unallocated administrative expenses were $2,462,077 in 2012. Since PRSA takes in 5,000-5,500 new members each year (renewal rate is 70- 75%), it would take at least a half dozen years for it to substantially reduce printing/mailing costs unless numerous members opt to get T&S via e-mail. The current membership total of “21,000” is close to what it was in 2000 (20,266). Circulation of Tactics is 27,500 to members and 3,500 to “additional sub- scribers,” according to the Society’s website. Strategist circulation is 21,000 plus 3,500 to others. The International Assn. of Business Communicators, which also faced high publication costs for its 50-year-old Communication World bi-monthly, went entirely digital with its May issue. £

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AMN ceases publication after 55 years Tribe targets Redskins in season-long campaign New York’s Oneida Indian an Eagles player, Riley Cooper, who spout- caps,” Snyder concluded. Nation, flush with cash from ed a racial epithet that was caught on video, The NFL has defended the Redskins its casino and gas station asking if Goodell will “do the right thing name in the past, and said the name “has operations, has launched an and join the campaign to stop the always intended to be positive and has Washington team from continuing to use a always been used by the team in a highly ad and PR blitz against the racial slur as its mascot and team name.” respective manner.” NFL’s Washington Redskins, Republican polling and consulting firm The Oneida tribe, which owns the pressuring the franchise to Luntz Global has since waded into the Verona, NY-based Turning Stone Casino & change its name. Washington Redskins name con- Resort and a chain of gas stations and By Greg Hazley troversy and is currently convenience stores, among planning a focus group on other business interests, said the NFL and the franchise. it hopes the ads will cause he Oneidas, who work with Albany- Luntz circulated an email more fans to speak out and based PR and lobbying firm The survey on NFL fan opin- urge the NFL to force a TRoffee Group, have unleashed the ions that included ques- name change on the franchise. “Change the Mascot” campaign to include tions to gauge fan attitudes A website, changethemascot.org, a radio advertising component on sports surrounding the name and asks fans to contact the NFL. radio that follows the Redskins’ around the whether it should be changed. “We believe that with the help of our fel- country during the season, which started One of the Luntz questions asks respon- low professional football fans, we can get with the team’s opening game September 7 dents to give their opinions on the Redskins the NFL to realize the error of its ways and against the Philadelphia Eagles in its name, followed by answer choices of “I make a very simple change,” said tribe rep Landover, MD, home. find the name offensive and they should Ray Halbritter. The push is the latest in a growing chorus change it,” or “I don’t find the name offen- Joel Barkin, Communications Director of criticism of the Redskins’ moniker that sive and they should keep it as is.” at The Roffee Group, serves as the tribe’s has included at least 10 members of Redskins owner Dan Snyder told USA VP of Communications. His firm, along Congress. Today in May that he will “never” change with Four Directions Production (based The radio spot points to NFL commis- the team’s name. in Vernona, NY), are handling the cam- sioner Roger Goodell’s recent criticism of “It’s that simple. NEVER — you can use paign. £

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REPORT Online healthcare habits reveal missteps, opportunities As digital-age communicators, we’re charged with ensuring the right information reaches the right people at the right time — often, by way of multiple channels and filtered through multiple audiences. Understanding where, how, and from whom key stakeholders seek that information is a critical to our process. However, that knowledge is useless in advancing people’s needs if we think only in terms of one-dimensional solutions. By Gil Bashe

ensure that their online presence is acces- increased research funding — which perfect example of this tempting sible and embraced as trustworthy. means that company communication communications misstep is in the The recent trend in Pharma’s approach efforts, whether a pipeline update, clinical Ahealthcare sector, where compa- to advocacy, for example, seems to be data report, or information related to a nies, eager to connect with patients via dig- sponsored (but non-branded) disease-state patient assistance program, may be one of ital and social media, don’t consider websites — user-friendly information like the few pieces of information a patient whether their approach will mobilize an Breakaway from Cancer, Lung Cancer community receives in a year. Leadership audience. A recent survey revealed impor- Profiles and Patient Access to Cancer communications tant trends in consumer health behavior that Care Excellence (PACE). They are excel- from companies savvy companies can use to help guide their lent examples of pharma seeking to share transmit more than outreach strategy. its deep knowledge and expertise with information — they The third annual Makovsky patients via a patient friendly online enable entire popu- Health/Kelton survey of more than 1,000 resource. However, Quantcast data reveal lations to connect. American adults shows that in an average fewer than 1,300 unique visits per month Companies can year, U.S. consumers see their doctors for these sites — numbers that are also play a critical three times, but spend nearly 52 hours dwarfed by the monthly unique visits for role in educating and looking for health information on the third-party advocacy sites like American informing policy- Internet — and they are pointing their cur- Cancer Society (1,094,285), CancerCare makers — whether Gil Bashe sors at specific sites. WebMD was cited as (24,685), and Stand Up 2 Cancer through direct con- the most trusted site (49%), dwarfing the (41,850). Once again, we see the sponsor versations, or through next-most-frequented site, Wikipedia and source of the information — the trust- Beltway staffers accessing online content. (14%), while websites run by third-party ed voice of authority — driving patient Interestingly, Beltway audiences often advocacy organizations like the American trust and online behavior. What is needed choose the easiest route to gain insight and Heart Association and American Diabetes to make company-connected online plat- Wikipedia remains the quick go-to source. Association were cited by 13%. And, forms more patient-important? Savvy Accuracy on these crowd-sourcing sites when it comes to Facebook pages spon- communications pros might consider a can impact outcomes; it’s important to sored by pharmaceutical companies, 48% multifaceted alliance with WebMD or a check that the information posted there of consumers reported they do not trust the patient-advocacy third party, rather than a reflects the science and innovation value. content “at all.” new company driven website, to help Further, while it’s true that companies In other words, it is not just the channel drive patient engagement more effective- have a product to sell, they are also subject but the source of online information — a ly. matter experts. Companies can and should trusted, authoritative voice — that remains While being a stand-alone information weigh in on policies that affect their central to patient behavior. source isn’t always advisable, in some patients, and should seek relationships The Mak/Kelton survey also showed cases, companies are the only stakehold- with third-party advocacy organizations that Americans are most likely to visit a ers with the scientific knowledge and where goals for improved patient care and pharma-sponsored website after receiving resources to share critical information. In outcomes align. a diagnosis from their physician (51%), or, the area of rare diseases, for example, In our digital world, communications before filling a prescription from their company communication across digital materials “live forever” online, and organ- physician (23%). Other data report that channels is critical to patients, physicians izations should expect that multiple audi- 89% of physicians surveyed would recom- and policymakers. ences will be accessing — and, hopefully, mend a mobile health app to their patients. A rare disease affects fewer than benefiting from — the data and perspec- Just as online health research may be help- 200,000 patients at any given time. The tives shared. Ensuring that accurate mes- ing to inform patients’ conversations with challenges of a micro patient community sages about symptoms, causes, research, their doctors, healthcare professionals are are unique and many: from identifying treatment and support reach patients seek- guiding patients to specific online infor- patients with a “needle in a haystack” ing answers is at the heart of the mission to mation sources. condition in order to conduct clinical improve patient health. Indeed, communi- What does all this mean for healthcare research, to finding other patients who can cation is part of the cure, but when it companies seeking to reach patients? empathize and support each other on their comes to online info, the adage “if you While access to new, digital resources con- journey. About 50% of rare diseases are build it they will come” doesn’t always tinues to have significant momentum, so small that they do not have a dedicated ring true. communication channels cannot be a strat- organization to provide patient support, Gil Bashe is EVP and Health Practice egy unto themselves. Companies must conduct research, or advocate for Director at Makovsky. £

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FEATURE When science transforms people’s lives Innovation, including scientific research, is the process of applying new ideas to existing problems. Without scientific research, knowledge-based healthcare discovery could not exist. Scientific research provides essential information and guides decision-makers in multiple industries on a wide range of critical global-scale issues. It also enables predictions regarding the impact a product will have on the major global challenges. By Laura Schoen

disasters — have dominated public dis- holder mapping, spokesperson training, hile everyone recognizes the course and some of the most innovative market conditioning, creative data and impact of scientific innova- companies have been accused of charg- product support, scientific reputation Wtion, not enough attention is ing too much for drugs and not doing management and scientific “story- focused on the role that communica- much to curb pollution or increase pro- telling.” Putting passion in pragmatism tions and information-sharing plays in duction of essential food supplies. In making sure that these new ideas are the worst case, the bio-pharmaceutical As scientists with a passion for com- readily available and can quickly industry’s critics have suggested that munications, we impact society. Across a broad spec- many drug manufacturers have lost the are critically trum of stakeholders, including will to innovate because profits always aware of how researchers, the speed in which signifi- come before patients. important it is to cant scientific findings is disseminated Clearly, it is important to change the get the science ultimately impacts broad populations, narrative. Just as every major advance right to make patient care and the economy. in medicine has started with a scientific sure the story Breakthrough ideas are relevant not insight, so, too, should the story of accurately com- only in healthcare, but in other indus- every pharmaceutical and bio-pharma- municates those tries as well, such as environmental sci- ceutical company begin with a break- personal needs. ence, technology and food safety. through in the lab or clinic and end with In other words, To help expedite awareness and adop- how that breakthrough will actually we are being Laura Schoen tion of scientific information, Weber- help people. asked to show the Shandwick launched the Element The healthcare industry is aware that value of scientific Scientific Communications division. a better understanding of how they con- communications beyond press clips, The division recognizes the increasing tribute to innovation and improving demonstrating direct correlations to spe- significance of science in driving inno- health outcomes is critical. Based on cific business needs, stock price and cor- vation and reputation for a variety of the aging of the population of Europe porate reputation, in addition to the organizations. Led by a unique group and the United States, we can predict global health impact. of specialists dedicated to inciting that the need for healthcare communica- Think of some of the most pressing change through science, this new divi- tions will continue to expand. Agencies problems we face as a society, as well as sion is partnering with the agency’s will continue to employ a larger number individuals: global epidemics of dia- diverse healthcare clients to forge of specialists to leverage every innova- betes, cancer, Alzheimer’s, CVD, vac- important pathways that foster medical tion and breakthrough, supporting faster cines and the looming threat of pan- advancements which will ultimately access and better understanding of sci- demics — along with reliance on fossil defeat disease. entific innovation. fuels, global warming, unsafe water sup- Using science to engage, educate “Critical here is a global team of plies in the developing world, unsustain- experts in the United States, Europe and Companies that understand the impor- able food growing practices, etc. Asia, dedicated to inciting change tance of authentic storytelling now rec- Scientific innovation is at the center. through science,” said Frank Orrico, ognize the impact of science and innova- Clearly, inciting change in healthcare EVP and Global Director of Element tion and its influence on corporate brand through science, in our point of view, is Scientific Communications. “More to reputation and credibility. Fostering a the common thread in our work as the point, these are scientists with a pas- greater understanding of a company’s healthcare communications profession- sion for communications who know scientific investments — as well as the als and we look for ways to tie it to a they have to get the science right to get real value those investments bring to broader mission, such as improving the story right — who know that people people and society at large — can help lives through awareness and education. must understand how scientific break- disease-modifying drugs get the price There is no doubt that the promise and throughs will make their personal lives and access they deserve in today’s cost- impact of scientific innovation will con- better.” conscious environment tinue to change the odds for people liv- Inciting change through science- Critical, of course, is to apply a scien- ing with many life-threatening disor- driven communications tific method that engages the tools to ders. Over the past two decades, the sky- inform, influence, involve and incite. Laura Schoen is President of the rocketing cost of healthcare — as well These tools might include thought-lead- Weber Shandwick global healthcare as food shortages and environmental ership and executive visibility, stake- practice. £

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FEATURE Doctors evolve from clinical to social arbiters A lot of attention has been paid to physicians’ changing role in the American health care system — and rightly so. For healthcare communicators, physicians aren’t just prescribers, purchasers or key opinion leaders anymore. They’re no longer simply a target audience. Understanding these changing roles and how doctors now share information with each other and the public is vital for outreach to the 21st century physician. By Greg Matthews

the journalists who worked for those out- those physicians were followed by at uch of our recent attention on lets. least 20 other doctors in the study. And the role of the physician can This is where the “hidden” change in even more convincing, more than a third Mbeen attributed to current envi- the role of the physician has occurred: of the doctors studied had been men- ronmental factors associated with the Physicians aren’t just our target audience tioned at least once by one of their peers U.S. medical system. A few of these anymore. Now, they are also the subject in the data set. include: of the content we create and the research Communicate across multiple channels Acute vs. chronic: The medical pro- we do. And perhaps most importantly, in To understand fession (and its educational system) was many cases it’s also the media — the why this shift is created largely to deal with acute care and journalists — with whom we need to be so meaningful, healing: a patient is injured or sick, we sharing our stories. we have to go patch them up as best we can and send For some reason, we’re still surprised back to the funda- them on their way. The need for acute when we hear about doctors going online. mental reasons care, while still present and important, When I started working in social media in we try to commu- has been dwarfed by the need for chronic a healthcare context back in 2007, the nicate to a physi- care associated with Americans’ well- conventional wisdom said that physicians cian audience in documented poor lifestyle choices. would never be active in social. They the first place. By Health insurance becomes health don’t have time. They have too many pri- and large, when maintenance: Disconnecting both vacy concerns. They’re working for we’re communi- Greg Matthews patients and physicians from a rational organizations that frown on any sem- cating to system of payment for services has had blance of a public opinion being any audience, it’s unintended consequences, including (but expressed by a doctor. because we need them to know and/or not limited to): patients seeking care they In the brief time since, doctors have do something that has meaning and value don’t necessarily need; physicians pro- appeared online in droves. Since 2007, for our business. In the case of physi- viding care that patients don’t necessarily when people like Dr. Vartabedian and cians, it’s usually that we want them to be need; and patients losing access to care family physician Mike Sevilla were aware that our product exists, under- altogether as the cost of care skyrockets. among just a handful of “socially activat- stand in what circumstances it would be A nation ensnared in litigation: ed MDs,” there are now tens of thousands beneficial to their patients (or practice, or Outrageously unregulated malpractice lit- of doctors who rely on the internet not advocacy group, etc.) and to be igation winds up costing doctors mil- just as a source of information, but as a enabled to use that product effectively. lions, which causes them to practice source of connection — to patients, to And it’s our hope that, if we’ve shared the defensive medicine (ordering tests and each other, to the best-curated and latest right information with the doctor and our procedures that aren’t really needed), information. In fact, a 2012 study pub- product performs as it’s meant to do, with nobody benefitting except the lished in the Journal of Medical Internet they’ll not only continue to use it but will lawyers. Research found that 61% of physicians also share their positive experience with Health data: The amount of health scanned social media for medical infor- their peers. data — and patients’ access to it — has mation at least weekly, while 46% con- That last bit is the most important: we exploded, and physicians’ role as “ulti- tributed information on at least a weekly hope they’ll share their experience with mate arbiter of all health knowledge” has basis. their peers. We all know that physicians heightened with it. But much less has With that level of mainstream adoption are even more likely than your average been made of another evolution of the of social media channels, it’s no surprise Joe to trust the recommendation of their physician’s role — one that’s much clos- that there are now many, many doctors peers over that of an advertisement or er to the hearts of healthcare marketers who have a significant-and-growing corporate message. But their peers are no and communicators. Here’s the gist of it: “word of mouth” network online. longer just the folks they practice with, or The rise of the social physician Additionally, it turns out that online their fellow members of a medical socie- Once upon a time, healthcare commu- physicians haven’t come on as “lone ty. Their peers are on blogs, on Twitter, nicators could effectively treat the physi- islands.” They are incredibly well-net- Youtube, and Google+, and they’re also cian in the same way that consumer com- worked, and those networks often form writing columns in the mainstream media panies treat their customers. We’d try to across the specialty or geographic lines and hosting regular TV and radio seg- reach them through advertising, through that we might expect to see. In a study ments. sponsoring the conferences at which they that included more than 1,400 physicians As a result, we’re now getting an spoke, and through placing stories in the on Twitter and more than 400,000 of their media outlets they like to read, written by tweets, we found last year that 36% of 0Continued on next page

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inkling that the best way for a healthcare Burgert and Mike Sevilla (among many, be honest — doctors have plenty of rea- marketer to reach his core (physician) many more). son to distrust us as a whole. But the audience is to approach them from multi- Others have leveraged a platform owned simple truth is that doctors are like any- Doctors evolve from clinical to social arbiters ple angles. The old ways are still fine — and maintained by others in order to body else in that if we have something of lots of doctors read The New York Times, increase their overall potential to reach an value to offer them, they are almost so getting a placement there is no bad audience and perhaps reduce their own always open to conversation. Even if thing. And doctors will still look to administrative requirements. Some good they’re wary at first, if we can continual- healthcare companies to provide medical examples might include people like Claire ly show that we are engaging with them education on the latest advancements in McCarthy, who writes both for the Boston in a way that will benefit them or the products, process and treatments. But we Globe and the Huffington Post, and Wendy causes they care about, they’ll welcome also need to be able to share those mes- Sue Swanson, who writes on her hospital’s us with open arms. A 2011 survey from sages directly through the networks of blog (Seattle Children’s) and has a regular EPG showed that more than 3/4 of doc- physicians who care about them. feature slot on NBC TV’s Seattle affiliate tors expected for pharmaceutical compa- As we begin to think about physicians KING5. nies to engage online with them in places playing a different role in our health com- And then there are some who have creat- like user forums and communities. And munications ecosystem, there are a few ed their own outlet for corporate content cre- tissue diagnostics firm Ventana has, for things to keep in mind: ation, like Kevin Pho (KevinMD), Bertalan the last several years, operated a physi- Media, yes; reporters, no Mesko (ScienceRoll and Webicina), Jay W. cian community (PathXChange) that While many physicians are playing the Lee (FamilyMedicineRevolution), Lukas boasts over 15,000 members around the role we once relied on broadcast and Zinnagl and Franz Wiesbauer (Medcrunch) world. print media to play, their motivations for and Chris Porter (OnSurg). In a healthcare world that’s changing doing so (with a few notable exceptions) They’re not your adversaries faster than we can really imagine, health- are very different. Reporters — tradition- We in the business of healthcare, if care communicators have both risks and al journalists — are paid to tell stories; we’ve been there long enough, have opportunities that we’ve never had particularly stories that their audiences undoubtedly had experiences when before. I believe that those of us who care enough about that they will spend physicians have rejected us or our mes- will win in this new world will do so in time and/or money to read them. Nobody sages. And because we work in such a part because we’re embracing the new is paying (most) doctors to blog, tweet, highly regulated environment, the risk of aspects of the 21st century physician, not create video, etc. They’re doing it a public spat with a doctor is one we’re just the ones that happen in the exam because they care about sharing legiti- trained to avoid at all costs — mitigating room or the OR. mate health information with patients and risk is perhaps the only thing more Greg Matthews is a Group Director at peers. They care about growing their important than making money. And let’s WCG, a W2O Group company. £ practice or business. So if you want them to share one of your messages, you need to frame it in a way that will help them to meet their own goals — because you can be sure that they don’t care at all about yours. And unlike the journalists who do, to some degree, rely on you as a source of material for their stories, doctors do not. So they’ll have no problem publicly embarrassing you if you try to put one over on them — or even waste their time by sending them “pitches” that clearly establish that you don’t know or care about their audience or their motivations. One outlet is not like the other The doctors who build their own word- press site and start blogging are likely to have different motivations, interests and audiences than those who leverage a 3rd- party outlet — or create their own outlet. It’s important to remember that different motivations generally means, for us, different approaches to outreach and relationship building. Many of the most important and influen- tial physician bloggers are those who are creating content and building networks and communities online completely on their own. Their own time, their own platforms, their own content, their own opinions. Some good examples of this “type” would include Bryan Vartabedian, Howard Luks, Kent Bottles, Natasha

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FEATURE Using social media in healthcare’s regulated milieu Healthcare communicators may have found themselves looking at social media campaigns for sodas, cars or other consumer products with a tinge of jealousy. After all, PR practitioners in those disciplines aren’t held to the same legal constraints or regulatory worries as those found in healthcare. So, what headway can we make in social spaces, given our limitations in the industry we represent? By Catherine Wolfe issues. This included familiarizing them required. ccording to a QuantiaMD study, with the platforms we intended to use and Beyond just approvals, solid processes titled “Doctors, Patients and Social even setting up accounts for anyone that make sure we stay on top of important tasks, AMedia,” more than 65% of physi- wanted one. Understanding how something including: enforcing social media policies, cians surveyed use social media for profes- works eliminates the mystery (and there- monitoring employee engagement with the sional purposes. Moreover, 28% of physi- fore, the fear) of using it. Moreover, by brand, following developments from the cians use professional physician communi- opening accounts for them, the legal team FDA on future social media guidelines, and ties to learn from experts and peers. This were given a measure of control to follow listening to what is being said on various translates to connected physicians that are Toshiba and monitor posts and interactions social media channels about the company as hungry for content from the healthcare at their leisure. well as industry trends. community. Our legal team reviews all posts we write Plan for every potential issue When used effectively, social media is a and all the content we create. The result of Finally, when we launched the program powerful communication tool. It can our efforts is our legal team trusts us and has we tried to prepare for as many likely sce- increase brand engagement with physi- never obstructed our attempts to communi- narios as possible. Having a social media cians, patients or whoever your target audi- cate via social media. program in a regulat- ence may be. But for those of us in health- Find a social media policy that makes ed industry means care, the fear of breaking compliance regu- sense for your organization you cannot respond as lations keeps many of us from truly engag- Once the legal team was on board, we quickly as companies ing in social media. You have to be careful looked at our existing company policies to that are not regulated. of what you say and how you say it. For determine what changes needed to be made One solution we have example, if a product is not yet cleared by in order to adapt them for the social media found that enables us the Food and Drug Administration, should universe. While many organizations do cre- to deal with this chal- you post about it at all? If you do post about ate dedicated social media policies, we lenge is pre-approved it, what language should you include so that found that our existing policies already responses. the post is compliant? Are you responsible addressed many topics. We brainstormed Catherine Wolfe for what others say about the product? For example, we decided that only all possible scenarios Currently, the FDA has not issued guide- approved members of the Corporate and — positive and nega- lines to help healthcare organizations navi- Strategic Communications team would be tive — that would require a speedy response gate the uncharted waters of social media. permitted to post on the company’s behalf from Toshiba. Response strategies were This will change with last year’s passage of and respond to followers. Our existing PR developed for each situation and put through the FDA Safety and Innovation Act. The policy already designated which employees our internal approval process. This prepara- FDASIA requires the FDA to provide could speak on behalf of the company. tion has given us the ability to keep up with guidelines for promotion of medical prod- When launching our social media program, the social media demand of near immediate ucts using emerging technologies, which we reiterated this existing policy through responsiveness without running the risk of includes social media, no later than July our internal communications outlets. unintentionally violating regulations. 2014. Create thorough processes now, avoid Because of our careful planning, we have While we wait for the official guidelines, pitfalls later been able to take part in the social media we can still participate in social media with- Next, we implemented processes that universe. We started small, tweeting about out fear as long as we take some simple would guarantee compliance. As there are news items and posting videos to YouTube. safety measures. no official FDA social media guidelines, at Today, our program has expanded to enable Involve your legal team early — and often this time, our policy is to subject our posts us to live tweet during events and engage Two years ago, Toshiba America Medical and content to the same strict scrutiny of all with our audience. Systems, Inc., which markets, sells, distrib- other marketing materials we produce. This Although healthcare PR practitioners will utes and services diagnostic imaging sys- means our procedures include an extensive never be able to post with the same compli- tems throughout the U.S., launched its approval process for all posts. This allows ance-free abandon that our counterparts in social media program. While the marketing our legal and regulatory teams to help us non-regulated industries do, with a little team was excited, we knew that our legal stay compliant and alert us to any potential planning, all of us can and should have an team would have strong reservations. One issues. To keep the approval process from engaging social media presence. of the first steps taken before launching the hampering our communication efforts, Catherine Wolfe is Senior Director of new program was to explain to the legal detailed editorial calendars are created and Corporate and Strategic Communications team the plans and how they would benefit posts written for an entire month at a time. for Toshiba America Medical Systems. Rose the business. This process gives us plenty of time to get Mary Moegling, Social Media Manager at When working with the legal team, we approvals, and we are always prepared Toshiba America Medical Systems, also provided ways to address any potential when a response or outgoing statement is contributed to this article. £

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FEATURE Medical musical chairs: mergers, acquisitions and PR There’s a healthcare epidemic in America. It’s an epidemic of mergers and acquisitions and it’s presently affecting every area of the healthcare industry. It’s not an understatement to say that healthcare is going through the biggest upheaval in a generation — and all this change and uncertainty offers enormous challenges for the PR industry. By Michal Regunberg

time to “go public,” there should be a plated? Is it when a Letter of Intent is ccording to a HealthLeaders Media detailed plan of who is telling whom, when signed? And at each step along the way, “Intelligence Report,” 80% of and how. there will need to be a new set of materials Ahealthcare executives either have The internal staff, including physicians that explains the journey. contemplated or were contemplating a and nurses, is critical in the process and In many cases, a hospital is the largest merger, affiliation or acquisition. Because needs to be kept as informed as possible. employer in a community. When rumors of all the changes coming — driven large- They can usually read between the lines about affiliations or mergers are in the ly by implementation of the Affordable anyway. Why risk building resentment wind, it raises concerns — real and imag- Care Act — organizations understand they when a CEO can gain allies within his/her ined — about what the potential economic need to have the capacity for more servic- organization by explaining what is happen- impact could be. Ideally, a hospital has es, to be able to accept more risk and to ing and why? Start with “why” such a already developed a good relationship with better care for the patient. Size does matter, move is being contemplated and what it its key elected offi- and when it’s all done, there may be very would be designed to accomplish. It’s the cials. While an insti- few independent community hospitals or “vision” for the organization and it should tution’s leadership physicians groups left. It’s a game of med- be built around the patient and improving may be trying hard to ical musical chairs. care for the patient. control the message The promise is that when these systems It’s absolutely true that a CEO may not and the timing, there work as envisioned, they can provide coor- be able to tell the internal audience every has to be a decision dinated care, including electronic medical detail about discussions, but there is a dis- about when is the records that follow a patient wherever they tinct advantage in bringing the internal right time to have the go, and ultimately lead to better quality of audience along with the plan. Giving peo- conversation with Michal Regunberg care at lower cost. This change and uncer- ple a sense that they are invested in the state representatives tainty brings with it enormous challenges process will only help in the long run. It and senators, the to organizations that try to ensure its mis- will be close to impossible to have a suc- mayor and other elected officials. When sion can continue. This is where communi- cessful outcome without the buy-in of your those conversations happen, the word is cations becomes vital. internal brand champions, particularly out. Timing is key. In times of stress, change and uncertain- physicians. A picture of harmony can be When it comes to the media, will this be ty, the natural reflex of the C-Suite might sabotaged by unhappy employees who feel an exclusive? Who will be speaking for the be to keep the lid on what is happening left out and ignored. institutions? Have they been media trained? until everything is signed, sealed and deliv- Every organization has its own channels Are they ready for “prime time”? What is ered. But time after time, organizations to communicate to employees. They the plan for social media — both proactive have learned the hard way that being as should all be used as would be the case and reactive? In the 24/7 world of Twitter, open and transparent as possible pays off. with any important news. While some of Facebook, YouTube and Linkedin, these The very first step is to develop a this can be communicated via e-mail or channels are absolutely essential to a suc- detailed timeline with as many of the key other publications, nothing substitutes for cessful communications effort and can be dates of approvals and regulatory reviews the personal — whether it’s in groups or the undoing of the best plan if not well exe- included, followed by a strategic commu- one on ones. Managers and directors need cuted and well-monitored. nications plan that anticipates and is ready to have special training so they can speak When all the pieces have been consid- for every eventuality — and ideally allows to their staff. There should be a cascading ered, the rollout timeline will be critical. It an organization to stay one step ahead of effect that happens, from the top down, so may be necessary or advisable to set up any potential opposition. This becomes the people at every level are touched, kept in “war rooms” for the day of the announce- key operating roadmap. Think of it like the loop and have an outlet to express their ment, so that media interviews can happen running a mini-campaign — developing feelings and concerns. This goes beyond while employees are being told and policy the message, controlling the message and staff, obviously to physicians, providers makers are being called. communicating the message over and over and board members. With forward thinking, precision plan- again. This may seem obvious to commu- These “deals” or “arrangements” are not ning and maintaining the key channels of nications professionals, but getting two or usually one-time affairs. They take months communication, you can expect an easier more disparate organizations, each with its or years to develop and go through lengthy transition with fewer bumps along the way. own hierarchy and culture to agree to the approval processes by various state and Hopefully, when the music stops, all the common message (singing from the same federal agencies (depending on the exact strategic partners will have a seat to call hymnal) may be a real hurdle. arrangement) before it is official. The their own. Early on, the “communications team” leaders of the institutions have to decide Michal Regunberg is a Senior Vice should be chosen to work together on all the timing of the announcement — is it President at Solomon McCown & Co., and aspects of the effort. When it is finally when the affiliation or merger is contem- leads the firm’s healthcare practice. £

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Putting patients before profits where they can easily “tune out” when There’s good reason for healthcare companies with a patient- confronted with language they don’t readily grasp. Putting patients first means mak- centric focus to begin giving consumers more than lip service. ing a connection by speaking with lan- By Wendy Lund guage that they will understand; it means engaging in a real, human conversation. Are we committed to what we say? A hree years ago, McKinsey & Are we being transparent? One reason patient-centric approach must be more than Company published a report based why trust in companies is relatively low — words on paper. If a company says they Ton a survey of 1,000 healthcare particularly in the healthcare sector — is “put patients first,” then their actions must CEOs and COOs. The report revealed that because people believe these companies support their words. more than 90% of respondents ranked speak only when there’s good news, and If you commit to patient experience management as either aren’t as forthcoming when the news is bad. active listening and their first or second priority for the next five For patients, knowing the full story is virtu- engagement with years. Today, there’s scarcely any company ally always better than half the story. patients, then that involved in healthcare that does not profess Are we behaving like a partner? must be demonstrat- a commitment to “putting patients first.” Being a partner with patient groups and ed every day by With access to a wealth of information advocacy organizations does not mean that how you interact from a wide range of sources, patients are you completely remove your own interests, with patients. now becoming more empowered, to the but it does mean approaching such rela- It’s important to point where patients and patient advocates tionships with an attitude that allows for always remember Wendy Lund have been able to change markets because the interests of all sides to be accommodat- that for the patient of what they say about specific products ed. and their caregivers, and companies. With the Affordable Care Are we talking with patients in terms the disease or condition is now a huge part Act likely to impact access to some drugs they connect with? Healthcare and treat- of their life. Products and services may — such as through increased costs in some ments are rooted in science with an overlay very well be of great benefit, but they will states for specialty drugs — patients and of scientific jargon (fraught with buzz- be of even greater value if the patient patient groups are likely to become even words and acronyms) that’s lost on many understands that this engagement with more active. patients. At the same time, the emotional them will improve the quality of their lives. This empowerment of patients and the nature of disease puts patients in a state Wendy Lund is CEO of GCI Health. £ need for companies to “walk the walk” on “putting patients first” has strong implica- tions. I would argue that we need to serious- ly consider shifting our traditional approach of brand or disease-state focus to one of a focus on patient engagement. At the very least, as communicators we have responsibility to ensure that our companies are following a path centered on the patient. Regardless of the discipline, disease category or brand, putting patients first means we should be asking five questions of ourselves. Are we listening, or just talking? Companies and organizations have a ten- dency to believe very strongly in the value and benefits of their products and services above all else — and that if they only speak about those values and benefits, then patients will eventually come to appreciate them. But engaging with patients (and their caregivers) is a much more emotional endeavor than offering features and benefits. Patients must feel they are being lis- tened to. Engaging with patients must be a two-way conversation that includes active listening on the part of a company, and communicating back with a demonstration that you have heard and understood what the patient has said and are factoring that into communicating about your services and products.

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FEATURE Why companies are now investing in health Call it a sign of the times. When Google on September 18 announced Calico — a new health and well-being company focused on using technology to address aging and its associated diseases — the tech giant marked the pinnacle to a trend some two years in the making. Health is one of the enterprise engines of our time, a universal concern driving conversation, debate, politics and profit. By Bruce Hayes

communities, employees, and the planet. Assess and address an organization’s he fact that Google has invested in Health companies already serve a soci- and brand’s health assets and liabilities. a consumer health platform isn’t etal goal — advancing health — yet must Understand where stakeholders see you Tsurprising; recall the failed Google be seen doing more than selling products. advancing health and where you’re falling Health EHR platform as proof of the While non-health organizations can build short — and address those areas first. Be company’s interest in health. But Calico reputational capital with financial suc- authentic and open about your shortcom- is different, a sure signal of a trend we’re cess, health companies must demonstrate ings as you fix them. seeing in our own business: companies in true impact on “health” — broadly- Get engaged. Companies don’t own and outside the business of health need to defined, audience-subjective, and corporate reputation — stakeholders do. talk about health like never before. The omnipresent. The pressures of health Corporate reputation is their summary public is now demanding that all compa- reform, the rising costs of healthcare, a knowledge of what nies take an active interest in protecting, heavily regulated industry, a messy, a company stands maintaining and promoting health for patient-driven dialogue, and the struggle for and what they customers, employees and the world. between transparency and privacy only believe about it. Companies adept at communicating add to the challenge. Companies outside Making a corporate about health are taking the competitive of health can invest their resources to story relevant to advantage, leveraging the conversation to advance a variety of causes. Health com- specific stakehold- build their reputations and gain market panies don’t enjoy this luxury; they must ers will build trust share. make smart investments in areas parallel and mitigate confu- For companies in the health space, the to their core business, where they have sion, but only if it’s game is changing. Like their counter- experience and expertise. part of an ongoing Bruce Hayes parts outside the industry, health compa- Historically, health companies have dialogue on topics nies need to talk about health, but they spent the lion’s share of communications of shared interest. must do so in a way that goes beyond efforts — and budgets — promoting That’s authentic engagement. Get their products and services. Today’s brands and products. The result: the cor- employees involved too; they are likely focus on health has placed these compa- porate brands of health companies are already speaking to stakeholders and can nies under increased scrutiny, one where under attack, subject to the dynamic con- serve as powerful ambassadors of corpo- fundamental corporate practices must versation about health rather than leading rate brands. demonstrate a commitment to health that it. Be brand-agnostic. Corporate and transcends product benefits. Companies In the last nine months, we’ve seen a brand reputations are now inextricably within the health industry need to double-digit increase in the percentage of intertwined; ask any company that’s sur- embrace corporate communications, opportunities squarely in a space Edelman vived a recall. Elevate communications to building corporate reputation as a means calls Corporate Health, a growing demand talk about the enterprise in its entirety — of advancing brand, business and bottom for counsel on creating a corporate reputa- the power behind a suite of services of line. tion advantage within the health land- products, not just the blockbusters. When No matter the industry, the benefits of scape. We help clients to navigate these brands come under attack, this “big pic- corporate reputation are well-established. choppy waters, providing opportunities to ture” will help stakeholders remember the Positive corporate reputation can ease speak with authority about who they are, underlying corporate value, beyond a sin- market entry, build bridges to new part- what they stand for and why they matter. gle success or failure. ners and opportunities, and enhance No matter the company, building corpo- Go holistic. For health companies, cor- stakeholder trust. From its impact on val- rate reputation in the health industry porate reputation is built through a com- uation to its ability to attract and retain begins with the same essential elements: prehensive effort that leverages employee top talent, the financial advantages of Tell a simple, unique story. Health engagement, executive visibility, media corporate reputation are also easily seen. companies are adept at telling complex relations and CSR to demonstrate a com- The Edelman Trust Barometer has docu- scientific and medical stories, yet they mitment to human health throughout an mented, year-by-year, the increasing often fall flat in clearly and concisely com- organization. Build corporate reputation need for companies to talk about more municating who they are and what makes strategies that encompass the “mind, body than operational attributes — the “table them unique. Crafting a simple corporate and soul” of your client to define and stakes” of quality products and services narrative that is differentiating is critical, demonstrate the corporate brand, both and financial performance. Companies particularly in the “sea of sameness” that internally and externally. must now demonstrate how they are exists today in the way many health com- Bruce Hayes is Managing Director of advancing societal goals and impacting panies describe themselves. Edelman’s New York health practice. £

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REPORT Gap between rich and poor grows in PR, journalism A divide between rich and poor has grown not only in New York, but is also evident in the city’s advertising, PR and journalism industries. In the 1960s and 70s, Madison Avenue was a milk-and- honey promised land for workaday PR people and the press. Now, as media have consolidated and conglomerates have bought up every sizable ad agency and many PR firms, the perks have been limited to the few, and money flows only one way: to the top. By Jack O’Dwyer

June. National Investor Relations other investments. Permanently restrict- ore than half of U.S. total Institute had a similar monthly lunch. ed is $9.5 million and temporarily income in 2012 went to the top Publicity Club of New York hosted a restricted is $4.8 million. The restric- M10%, according to economists meeting every Thursday night. tions are not spelled out. Unrestricted Emmanuel Saez and Thomas Piketty as Numerous others in PR, advertising assets are $627,577. reported in the September 11 New York and journalism led the same kind of life. At our request CPJ gave us a ticket to Times. The rich in advertising and business its 2011 banquet at the Waldorf-Astoria Income of the top 1% is now at the shared their lifestyles. Businesses and we showed up in black tie as same level as before the Great Depression picked up the checks for 24 New York required. But rather than finding a seat and the recent Great Recession. “The PR groups that we listed in the on the ballroom floor, we were sent to economy remains depressed for most O’Dwyer’s Newsletter in 1975. Most of the balcony where dinner was sand- wage-earning families,” according to the the groups welcomed press. wiches and potato chips. article. Almost all of them have vanished, PR Seminar, PRSA Also for Elite Other recent New York Times pieces on including PR Society: New York which Another top tier group is PR Seminar, the subject include “Poverty Rate up in dissolved in April after more than 50 the annual gathering of about 150 corpo- City and Income Gap is Wide,” years. rate and a few PR firm executives at the “America’s Sinking Middle Class,” and Not only did business stop funding finest resorts in the U.S. Registration is “Rich Man’s Recovery,” by Paul the PR groups, it also shut down $3,500 and four nights of lodging and Krugman. expense accounts of individuals. A cor- food as well as transportation can equal Median pay of the top 200 executives porate PR friend had a $5,000 monthly that. Weighty topics are discussed in was $15.1 million last year, said a budget for entertaining, publications, between golf, tennis, side trips, banquets September 19 piece on SEC moves to etc. He often hosted half a dozen and other activities. Addressing the 2013 force greater disclosure of pay. reporters at lunch. He told his bosses Seminar at the Ritz Carlton at Half New York mayoral candidate Bill De they were not to question what he was Moon Bay was retired general Stanley Blasio, playing up the income disparity doing with the money. PR firms, ad McChrystal, who lost his job as head of angle, has soared to a 65-22% lead over agencies and most companies had full- U.S. troops in Afghanistan after a Republican rival Joe Lhota. time people dedicated to building con- Rolling Stone article in 2010. A rich/poor divide is also evident tacts with reporters. Present for the 2011 and 2012 ad/PR/journalism in New York. In the Top tier enjoy the good life Seminars and probably for the 2013 1960s and 70s, Madison Ave. was a street Contrary to popular belief, the gravy meeting was Richard Tofel, who has of milk and honey for workaday PR peo- train has not stopped flowing for the top succeeded Paul Steiger as president of ple and press who enjoyed many of the tier in PR and journalism. They attend ProPublica. Steiger, who has also perks now limited to the few at the top. more than a half dozen banquets during chaired CPJ, had total pay of $584,914 We wore a suit and tie to work every day the year at which tickets range from in 2012 while Tofel was paid $363,600 because there were so many lunches and $350 to $1,000. as treasurer, secretary and general man- other events to go to. Arthur W. Page Society’s Spring din- ager. Both were at the Wall Street Lunch was at restaurants such as ner is $395 per member, $595 for a Journal for many years. Six other Lutece, 21 Club, La Grenouille, Four guest, and $3,500 for a table; PR ProPublica staffers made more than Seasons, La Cote Basque, etc., and often Foundation’s Paladin dinner in April is $200,000 in 2012 making them among in the private dining rooms of the big ad $450; Council of PR Firms dinner Oct. the highest, if not the highest, paid jour- agencies and PR firms. PR people enter- 23 is $625 for members, $1,000 for non- nalists. tained reporters at night by taking them to member and $4,950 for table; ProPublica rebuffs our efforts to inter- Broadway shows, symphonies and bal- Committee to Protect Journalists dinner est any of its 40 reporters in the press lets. They had tickets to baseball, tennis, Nov. 20 is $1,000 per seat; Institute for policies of the PR Society. It also does basketball and other sporting events. Golf PR dinner Nov. 21 is $500; the not report the existence of PR Seminar. outings hosted by companies, PR firms “Financial Follies” of the New York The Society’s annual conference, set and trade groups dotted the calendar. Financial Writers’ Assn. Nov. 22 is $400 for Oct. 26-29 this year, is also for those PRSA/NY lunched at Waldorf (or $3,500 a table). with hefty expense accounts since regis- A highlight was the monthly lunch for CPJ is the richest group with $15.4 tration is a minimum of $995 in advance nearly 300 at the Waldorf-Astoria million in assets at the end of 2011 ($1,275 now and $1,575 for non-mem- staged by PRSA/New York. Top speak- including $1,791,516 in cash/savings; bers). Only about 4% of members go to ers were featured. The Society’s nation- $3 million in pledges receivable; Continued on next page al president addressed the last lunch in $9,335,942 in stocks, and $1,041,176 in 0

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the conference, leaders have said. An As of April 2, 2013, he owned XVP and chief strategy and talent offi- attendance list last year had about 1,500 954,336 shares and had options exercis- cer. names but this included non-members, able within 60 days on 3,454,443 other His pay package was $3,290,492 in exhibitors, Society staffers and press. shares. 2012 and included salary of $754,167; The more than 20 ex-Society chairs get He sold 194,965 shares on Aug. 26, bonus of $166,225; stock awards of free conference registration for life as 2013 at $15.98 a share for $3,115,540. $1,132,262; non-equity incentive of well as free national membership. Eight IPG’s description of its pay schemes $833,775; pension value of $335,525 staffers make more than $100,000 total 58 pages and are no doubt what the and other of $68,538. topped by COO Bill Murray’s $382,013 SEC has in mind when it calls for sim- He owned 240,498 shares as of April in 2011. The Society is withholding IRS plification of such schemes. The most 2, 2013 and had options on 222,623 Form 990 for 2012 which has that year’s recent plea in this regard was unveiled shares exercisable within 60 days. pay packages. September 19. He sold 125,000 shares on May 1, Where did the money go? Ex-PR head Krakowsky at IPG top 2013 at $13.73 for $1,716,250 after sell- Ad conglomerates Omnicom, WPP Philippe Krakowsky, who used to ing 135,144 shares on April 1 at $12.90 and Interpublic, having bought up lunch with us when he was PR director for $1,742,841. almost every sizable ad agency, went to of Young & Rubicam from 1996-2000 IPG’s stock was $17.28 as of April 20. work on PR starting around 1980. and even after he joined IPG, has It was as high as $58 in 2000 and fell to Acquired were 19 of the 25 biggest become one of the top five IPG execs as below $4 in 2009. £ firms as ranked by the O’Dwyer Co. The conglomerates, being publicly- held, pinched every penny. One of the first places they looked were the ad/PR clubs and PR expense accounts. More than just saving money is on their minds. People who gather are likely to start talking about their bosses and the eye-popping pay packages of the conglomerate administrators, none of them from the creative side as far as we can determine. The PR groups are like mini-unions, in their eyes. If PR people want to meet, let them pay for it themselves, is their attitude. The numerous lunch groups quickly dried up. Publicity Club of New York met every Thursday night for many years but that also vanished. John Wren, CEO of OMC, and Randy Weisenburger, CFO, took home $53.3 million and $31.5 million, respectively, in 2012 or a combined total of $84.8 million (including net proceeds from stock sales). WPP stockholders, angered at CEO Martin Sorrell’s take, forced a cut of 20% in 2012 and plan a 34% cut in 2013 relative to his 2011 pay. His 2012 pay was $28.2 million, up 47% from the previous year. Sorrell in some years is the U.K.’s highest paid executive. IPG Has 58 Pages on Pay Plans IPG CEO Michael Roth had total pay of $9,663,294 in 2012, according to the proxy statement, which included $1.4 million in salary; $3,362,388 in stock awards; $2,331,191 in option awards; $2.1M in non-equity incentive plan compensation; pension value of $57,285 and “other” pay of $382,430. He sold 324,341 shares at $11.20 for $3,632,619 on April 2, 2012. His package in 2011 was $12,983,942. He sold 347,096 shares on April 1, 2013 at $12.90 for a total of $4,477,530.

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FEATURE Care communications: PR and the nonprofit sector PR can go beyond performing great work and also tackle good deeds, by offering its talents to the nonprofit healthcare sector. those without insurance, have access to life- By Sally Ramsay and Jess Ferdinand saving screening, diagnostic and treatment services. For every of two or three insured ing for attention and resources just like women’s screenings, The Rose covers the ifficult economic times have put everyone else and need to be rigorous and cost of one uninsured woman’s care. In nonprofit healthcare organizations consistent in delivering their messaging and 2012, The Rose was growing concerned Din a tough spot. To survive, they conducting targeted activities and outreach. about its long-term viability. The organiza- must continue asking for donations without A thought leadership platform ele- tion was providing state-of-the-art care and providing a tangible return. At the same vates the credibility and visibility of your had great relation- time, a decrease in private donations and brand and ensures greater loyalty and ships with a large government funding usually correlates with success. A thought leader is viewed as hav- pool of referring an increased need for services. These con- ing a deep understanding of a specific mar- physicians, but siderations, combined with uncertainty sur- ket and the needs of its customers — and as increasingly was only rounding our healthcare system and econo- a trusted and innovative provider of expert- being referred the my, make it critical for healthcare nonprof- ise and solutions. Thought leadership must uninsured patients. its to truly stand out in the marketplace. be consistently and actively cultivated by After extensive Today’s nonprofit healthcare landscape is identifying expert spokespeople and engag- research and evalua- not only competitive — it’s crowded. How ing with media, influencers and supporters. tion of The Rose’s can a nonprofit organization with a limited Professional media training is recommend- existing business Jess Ferdinand budget rise above the noise and competi- ed to ensure spokespeople stay on message model, Pierpont iden- tion? How can it gain the public’s attention, and are prepared for a variety of topics and tified several key fac- commitment and resources? How can it questions. tors for success, built remain viable in an uncertain economy? Engaged brand ambassadors tell your a strong brand plat- One thing is for sure: great work and noble story in an authentic and relatable way. form that uncovered deeds just aren’t enough anymore. Employees, board members and volunteers differentiating fac- So, what are PR and marketing firms are an organization’s best brand ambassa- tors, and developed doing to help these organizations tell their dors, but this opportunity is often missed in proactive brand mes- stories in ways that engage and maintain the course of brand promotion. Make sure saging to reach its tar- audiences and donor pools? We can give stakeholders know and share the organiza- get audience. them the same advice as we do their for- tion’s mission and story; offer basic training Pierpont created an Sally Ramsay profit counterparts: develop and implement to ensure each team member can communi- integrated public out- a professional-grade communications plan cate that story in a consistent manner; and reach plan that that will raise awareness among target audi- provide resources like news updates, event encouraged and reminded physicians and ences, engage and motivate supporters and information and approved success stories other partners to refer insured women to ultimately achieve the business goals nec- that are easily shared through channels The Rose via a Physician Referral essary to fulfill the organization’s mission. including Facebook and Twitter. Involving Network. Current insured patrons of The While every nonprofit healthcare organi- recipients of services is also a powerful way Rose took steps to educate the broader zation is different and faces unique chal- to engage audiences and demonstrate value. Houston-area community. lenges, all communications and marketing Reputation management helps to “cri- Since implementation of the plan The efforts should make allowances for the fol- sis-proof” an organization. Organizations Rose has seen a steady rise in the number of lowing: that are unprepared to respond to the public referred insured patients and also used the A compelling story can make up for a and other key stakeholders during an inci- final plan to secure grants. Based on this lack of budget and then some. Every dent risk jeopardizing patient or patron rela- success, The Rose is launching a new cam- organization must develop a unique story tionships, drawing the ire of regulators and paign, Me2, which asks women to make a along with core messaging to serve as the lawmakers, losing employees and recruits, commitment to breast health care. To date foundation of their communications strate- and ultimately decreasing the valuation of The Rose has served more than 32,000 gy. Stories are also a natural fit for content their organizations. This is a huge unman- women a year, performing over 56,000 pro- marketing. Sprinkling stories through a aged risk that can be addressed through cri- cedures. website and including them as blog posts is sis communications planning. Today, As the marketplace becomes more very cost effective and can also be extreme- responding effectively requires considering crowded and competition for donor and ly impactful in generating interest and more stakeholders than ever. The good grant dollars more fierce, effective PR and donations. news is that the tools to manage that risk marketing will be a key differentiator in A communications strategy and plan and the upside for doing so successfully get raising a nonprofit’s visibility in the com- steers an organization’s marketing and better every day. munity, attracting individual donors and PR efforts on the path to success. Even Case study: The Rose securing grants, all of which ensure organi- the most compelling stories won’t reach The Rose, a leading non-profit breast zations can keep doing their great work. audiences if they are not implemented cancer awareness and screening organiza- Sally Ramsay is Senior Vice President through a well-defined communications tion in the Texas Gulf Coast, has worked and Jessica Ferdinand is Vice President of strategy and plan. Nonprofits are compet- since 1986 to ensure all women, including Marketing for Pierpont Communications. £

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FEATURE In healthcare, adaptability is key Every so often, an industry is turned on its head by disruptive forces. Those that cling to their legacy strategies tend to fade away, while survivors adapt: they reengineer business models and value propositions, and figure out how to connect with changing audiences. This can be seen clearly today in our changing healthcare industry. By Kriste Goad

also more than just a marketing strategy. plex system — organized religion — has he Affordable Care Act put the dis- Survivors will embrace it as a core business adapted to the modern age with the birth of ruption of America’s healthcare strategy. the contemporary church. Tindustry into high gear, calling for $1 The answer involves more, not less, com- Many of the largest churches in America trillion in savings — or, conversely, what munication, and it involves communicating are contemporary evangelical congrega- some are calling the $1 trillion opportunity with people on their terms. This means tions, growing rapidly while traditional — for new players, new models and a new information when patients want it, where mainline Protestant churches are struggling focus on consumer-driven, patient-centered they want it, and on whatever device they with declining numbers. Thriving churches care. One company’s revenue loss is anoth- own. This means making it easy for patients are constantly find- er company’s growth opportunity. to interact with the system and access care, ing new and timely Just look around. Grocers are getting into whether in sickness or in health. ways to communi- the primary care business. Hospitals and In the wake of Amazon CEO Jeff Bezos’ cate a timeless mes- health systems are getting into the health purchase of The Washington Post, everyone sage. insurance business. Health insurance com- is wondering what the future holds at the These new, fast- panies are getting into the hospital business. famed news source. Bezos himself said: growing churches And tech companies, startups and entrepre- “We’ve had three big ideas at Amazon have become, in neurs are bringing innovations to market that we’ve stuck with for 18 years, and many ways, mar- every day, any one of which could alter the they’re the reason we’re successful: Put the keting machines, healthcare landscape forever by simply customer first. Invent. And be patient,” he inviting people in Kriste Goad meeting an unmet need or creating demand said. “If you replace ‘customer’ with ‘read- with new and com- for something people didn’t even know er,’ that approach, that point of view, can be pelling (and cultur- they wanted. successful at The Post, too.” ally relevant) experiences during days and Think about Starbucks. Who knew we With both healthcare and media in such nights that are convenient. Meanwhile, needed or wanted so much access to coffee? flux, what are healthcare communicators they’re also pushing messages out through Starbucks has succeeded not only by offer- and marketers to do? Consider these five print, broadcast, webcasts, podcasts, and ing quality coffee and good service, but things: digital and social media. because it’s carefully and deliberately creat- Think differently. It’s no longer media They have opened the door to casual ed a total consumer experience. People relations, but media consumption. Find out dress, opened Starbucks style cafes, real- don’t just go to Starbuck’s for coffee: they how your audience likes to get its news and ized the power of the Xbox in children’s go there to conduct job interviews, collabo- information, and figure out how to give it to programming, created interesting videos rate on projects and meet with friends. They them in every format that matters to them and music and generally blown up the defi- spend time in what Starbucks affectionately with content that matters to them. nition of what it means to worship. The calls the “third place,” a new space and time Integrate your communications. message and the medium have adapted to outside of home and work. Digital and social media means people are the current society, and the story has been In healthcare, the consumer experience more connected than ever, and your com- made more relevant. has been the last thing on most people’s munications should be, too. Make your Both the media and the modern church minds. In fact, many people who need help marketing and public relations a reflection have lessons to impart: Change or die. avoid the healthcare system at all costs, and a driver of the move toward coordinat- Break down the barriers and the walls, stop which usually results in higher costs ed, integrated care. Use integrated commu- trying to fit new innovation into an existing because they don’t take advantage of an nications to help take the hassle out of infrastructure, and reach people where they opportunity to prevent getting sick in the healthcare. It doesn’t even have to be com- are with messages that matter to them. Meet first place. Why? Because the healthcare plex or expensive. Start with the basics and people where they are with messages that system tends to be scary, and it’s almost build from there. connect and inspire. always a hassle. Put the customer first. Ask your cus- Every interaction in healthcare is a Imagine hassle-free healthcare, a system tomers what’s working and what’s not. chance to tell a story. It’s a chance to tell the made simple. Imagine an experience from You’ll probably be surprised how big of a consumer what value you bring to them, to start to finish that is built to serve the con- difference you can make by just addressing define yourself in your own words and on sumer. the little things. your own terms and to communicate sim- The trend toward consumerism in health- Tell a compelling story. Define your role ply, consistently and in an integrated way. care is real, it’s arrived, and it should have and your value and communicate it reli- Kriste Goad is Chief Marketing Officer every marketing and communications exec- giously and consistently across all channels, for ReviveHealth, a healthcare PR firm utive at every healthcare company on the internal and external. focused on driving brand health with strate- planet rethinking how they communicate Be relevant in people’s lives. Consider, gic, integrated marketing and communica- with and engage their target audience. It’s for a moment, how another large and com- tions. £

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In healthcare, adaptability is key Liberian journalist sued, jailed, gets malaria Rodney Sieh, publisher of FrontPage Africa, Liberia, unable to pay a fine of $1.5 million and having contracted malaria, is Grunwald later apologized for that. Assange has also come under “withering now under police guard in a hospital with no relief in sight. criticism” by The New York Times, Carr By Jack O’Dwyer notes. Jeffrey Toobin, who writes for CNN and He repeats that charge for the 2010 The New Yorker, said Snowden is “a ieh described his plight in the WikiLeaks video of a U.S. Army helicop- grandiose narcissist who belongs in August 31 New York Times and ter firing on a group of civilians including prison.” Salso won coverage by the two Reuters journalists. Carr notes that Daniel Ellsberg, who Committee to Protect Journalists. WikiLeaks has also shown that the U.S. outed what became The Pentagon Papers in His offense? His paper reported that a “turned a blind eye on the use of torture 1969, was indicted and dragged through government investigation found that by our Iraqi allies,” writes Carr. courts for two years but emerged as “a hero nearly $6 million was unaccounted for at Assange, Snowden “not real journalists” and enshrined in the journalistic canon.” the Agricultural Commission headed by Carr feels that the journalistic establish- After all the current “friendly fire” from Christopher Toe. ment does not regard Julian Assange, fellow journalists, he wonders about the Although no prosecution took place, founder of WikiLeaks, and Edward fate of Assange and Snowden. Toe and others were dismissed by the Snowden, accused of leaking secret U.S. Journalism’s role in WikiLeaks will be government headed by Ellen Johnson and U.K. government documents while examined by “The Fifth Estate,” which will Sirleaf, described by Sieh as “a Nobel employed by the U.S. government, as be released nationwide by DreamWorks laureate who is celebrated by the likes of “real” journalists. Rather, he says, they are Oct. 18. Bill Gates, Warren Buffet and Bono and in the “emerging Fifth Estate composed of The “dramatic thriller based on real who has positioned herself as a champion leakers, activists and bloggers who threaten events” stars Benedict Cumberbatch as of a free press.” us in traditional media.” Assange. Toe sued Sieh for libel, saying no court Carr is shocked that Time senior staffer The September 2 New Yorker, discussing had convicted him of anything, winning Michael Grunwald wrote on Twitter: “I the production, says that the disclosures of an initial $2 million judgment in 2010. can’t wait to write a defense of the drone state secrets by Assange and Snowden Police have shut down the paper and strike that takes out Julian Assange.” “have served the public interest.” £ placed Sieh under guard until he can pay the $1.5 million fine. According to Sieh, that is more than 30 times the paper’s annual budget. Sieh’s only hope is public opinion The jailing of Sieh comes under the heading of interfering with journalists and should be of concern to PR practitioners because making placements in traditional media is still a major goal for them. Journalists are the blood brothers of PR people. Sieh, faced with injustice by the Liberian court and government, is doing the only thing he can do: make as much noise as possible in hope that public opinion will sway the authorities. Carr: journalists attacking each other David Carr of the The New York Times on August 25 wondered why journalists are being so tough on each other these days. His January 29, 2012 column told how hard it is to get by corporate PR gatekeep- ers who serve him “slop.” The column, titled “War on Leaks Is Pitting Journalist vs. Journalist,” says that if The New York Times, Time magazine or CNN had revealed The National Security Agency’s logging of private e-mails, they would “already be building new shelves to hold all the Pulitzer Prizes and Peabodies they expected.”

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FEATURE The rise of health information technology The recent popularity of health information technology has resulted in a renewed demand for companies to build brand Engagement awareness, establish thought leadership and generate viable More consumers are taking ownership demand for their products and services. Here’s how the PR of their health. They’re searching for industry can help them succeed. information online and downloading apps By Brad Dodge to help them keep track of everything from their blood-sugar levels to whether need to meet the demands of healthcare they’re eating too fast. To underscore this n my way into work recently, I reform. HIT enables better decision- point, a recent Accenture survey found happened to catch an NPR report making, care coordination, and popula- that more than 40% of us would be will- Oby health correspondent Julie tion health and disease management. ing to switch doctors to gain online Rovner regarding state insurance Electronic health records access to our health exchanges and how they work. The The government has provided incen- records. The survey report was so compelling I found tives for the implementation and use of also indicated that myself pulling into the parking lot and electronic health records (EHRs). The more than half of us remaining in the car until the segment Department of Health and Human have started self- had ended. Services has already exceeded its goal tracking our person- Health information technology is for more than 50% of doctor offices and al health informa- now the stuff of magazine-style jour- 80% of hospitals to have EHRs by the tion, including nalism. The business we had been qui- end of this year. Since the program’s health history, phys- etly working in for the last decade is inception, more than $10 billion in ical activity and now at the forefront of a national con- meaningful use incentives has been paid health indicators Brad Dodge versation. — all this despite a deep and abiding such as blood pres- There are a number of reasons why user experience problem. Providers sure and weight. HIT is so hot right now. In my opinion, have been vocal about how unhappy The more active that patients are in these three are right at the top: they are with their EHRs, saying they’re their own care — sharing in decision- Big data difficult to use and there’s little training making, understanding treatment risks Data is changing the business of or vendor support. Findings from a and alternatives — the better their out- healthcare. In order to improve out- recent survey show: comes and the lower their costs. This shift comes and lower costs, stakeholders 39% of clinicians would not recom- in self-care is prompting payers, need to share data and have access to it. mend their EHR to a colleague, up from providers and HIT vendors to rethink Getting the information is easy. Making 24% who said so in 2010. their communications tools and strate- sense of it? Not so much. 34% of users were “very dissatisfied” gies. A staggering amount of data is being with the ability of their EHR to decrease Businesses that specialize in e-health both created and collected. From social workload, up from 19% in 2010. tools are on the rise. First-generation media feeds and text messages to 32% of respondents said they had not products like portals that pull information images and streaming video and all the returned to pre-EHR implementation from patients are being supplanted by ordinary documents in between, experts productivity levels. next-generation user-friendly devices that say we generate about 3.5 billion pieces Here’s where I repeat the part about push information to them, such as notifi- of content each week, and that figure is entrepreneurs transforming challenges cations and appointment reminders, sur- expected to rise to something like 450 into business opportunities. veys, and educational materials and billion pieces per day by 2020. In The federal program has led to an videos. Biometric device connections can healthcare, doctors complain about explosion of businesses specializing in automatically transmit information to cli- information overload as the ability to EHR software and services. And as the nicians without the patient having to lift a collect data from across the enterprise field evolves, vendors are finding new finger. exceeds the ability to understand it. and innovative ways to differentiate These three factors — the rise of big It might sound bad, but one man’s their products and services. Take, for data, the wide-scale adoption of EHRs problem is another man’s venture capi- example, the more stringent certifica- and the increased role of patient engage- tal vision. tion standards under Stage 2. The ment — are driving HIT innovation. With Big data is sparking a growth in inno- increase in requirements for sharing the number of competitors emerging on vative technologies as businesses figure medical data with exchanges and with the healthcare scene, it’s more important out how to turn all that information into patients is changing the competitive than ever for B2B companies to give seri- actionable insight. We’re seeing landscape, leading to more vendors and ous consideration to how they will build advances in business intelligence and more options for providers. We’re also brand awareness, establish thought lead- predictive analytics tools, data stores seeing EHRs gradually move from ership and generate viable demand for and warehouses, information exchange office-based servers to the cloud, creat- their products and services. For those that and interoperability platforms. In turn, ing a wealth of opportunities for soft- do, it’s boom time. these businesses are equipping ware services and medical image stor- Brad Dodge is CEO of Dodge providers and payers with the tools they age. Communications. £

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Travelers need medical insurance An August 3 New York Times front Businesspeople and others who travel abroad would be wise to page feature reported on U.S. citizens make sure their insurance covers them in the case of medical saving tens of thousands of dollars by emergencies. By Gloria Bohan getting new hips, knees and other joints at hospitals abroad. the vessel by helicopter and taken to The article focused on Michael any plans will not cover med- land facilities. Shopenn, who needed a new hip but ical treatment or hospitaliza- A common problem is travelers who found his insur- Mtion in foreign countries. discover they’ve forgotten their medica- ance would not Medicare does not cover medical treat- tion or are running low. They need a plan cover it because it ment or hospitalization unless you are that provides for emergency prescription was related to an within three miles of the coast of the replacement. old sports injury U.S. Insurance can also help when travel and was a “pre- If your plan does not provide coverage plans go awry. Experienced travelers existing condi- abroad, there are several services that know well that flight schedules are sub- tion.” will do so, at costs ranging from $100 ject to changes as a result of weather and He was facing per trip to $1,000 or more. Insurers typ- equipment problems. Suppose your charges of $78,000 ically base their charges on the cost of flight was delayed or cancelled and you to get a new hip in Gloria Bohan your trip. Other elements considered are miss the connecting flight that was to the U.S. Instead he the age of those traveling and the length take you to the city from which your went to Brussels, of the trip. cruise ship is sailing? Who is responsi- where the cost was $13,600 for every- These services can be found at ble for getting you on the next flight and thing including hospital and doctors’ alliancetravelinsurance.com, travelin- who will be responsible if you miss the fees and a round-trip ticket from the sured.com, and travelguard.com. cruise? Insurance can also cover lost and U.S. Types of medical emergencies misplaced luggage, or luggage that has Shopenn paid $4,000 for the Zimmer Travelers must make sure they are been stolen. Theft of personal property implant at a time when U.S. hospitals covered in case of sudden serious ill- such as wallets can also be covered. were charging more than $8,000 for the nesses or accidents. Medical tourism on rise same model, according to The New York Cruise ships have medical personnel Travel agents are reporting an increase Times. but are not equipped to handle most in U.S. citizens going abroad for various Gloria Bohan is CEO of Omega World operations. Serious cases are airlifted off operations. Travel. £

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on three core disciplines: Product relations. BEEHIVE PR Communications, Corporate (Portfolio & Internal) CHANDLER Communications and Issues 1021 Bandana Blvd. E., Suite 226 CHICCO St. Paul, MN 55108-5112 Management/Education. Our 651/789-2232 clients trust us to navigate the COMPANIES Fax: 651/789-2230 dynamic global healthcare envi- www.beehivepr.biz ronment, as we work on their behalf in areas like patient and Part of inVentiv Health, Inc. Lisa Hannum, CEO 450 West 15th Street, Suite 700 professional advocacy, social New York, NY 10011 Nicki Gibbs, VP media and content development Ayme Zemke, VP 212/229-8400 and distribution. www.chandlerchiccocompanies.com At Bliss, we know that every Beehive PR, based in client has its own DNA – a unique Robert Chandler, Co-Founder Minneapolis/St. Paul, is a strate- approach to working with its core and CEO, Chandler Chicco gic communications agency with constituencies and delivering crit- Companies a reputation for fresh insights, big ical messages in its own way. Lisa Stockman, Managing ideas, contagious energy and bril- Bliss works directly with senior Director, Chandler Chicco liant results. Our team of senior marketing, medical and commu- Companies strategists and savvy specialists nications executives to cut to the Christie Anbar, Head, Chandler are focused on creating bold, pos- Chicco Agency heart of the matter and get align- Jeanine O’Kane, Head, itive growth for our clients. 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(allidura.com): Providing global the Wall Street Journal, CBS News, As part of W2O Group, our services aimed at delivering NBC News and Modern Bliss Integrated’s Healthcare clients range from venture-backed credible health messages to Healthcare, as well as in key Practice spans the life sciences startups to well-established drive consumer brand engage- regional publications. continuum; we partner with large Fortune 1000 companies who ment and loyalty Current Clients: AC Transit, pharmaceutical, biotech and med- span multiple verticals from Biosector 2 (biosector2.com): Alameda Health System, Armanino ical device/diagnostics compa- healthcare to high-tech. We work Partnering with visionary LLP, Blue Shield of California, nies, advocacy and professional with them to provide a combina- clients to deliver groundbreak- Heffernan Insurance, Jamba Juice, groups and healthcare data com- tion of strategic positioning, cre- ing programs and improve peo- Kaiser Permanente, Muir Medical, panies. To most, effectively sup- ative design, digital development, ple’s lives. IPA, and Talbott Teas port our clients ’ needs, we focus public, and investor and advocacy Chamberlain Healthcare PR

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sively on healthcare. We are experts at translating complex science into bold, compelling campaigns. We offer an unparalleled scope of strategic marketing and communications solutions, advocacy relations and issue-oriented communications to healthcare clients in non-profit, government and industrial sectors throughout the world. Among the highest ranked healthcare communications agencies in the United States, CWG offers all our clients, regardless of size, senior management attention to their needs. Our staff of 65 is located in the New York City headquarters office. We are comprised of three innovative sister agencies: Alembic Health (www.alem- bichealth.com) sets the standard Timothy Bird, President and for public and private advocacy COO, Cooney/Waters Group. in the health and wellness arena. We specialize in educating con- As Children’s Advil® was entering the brand’s most important time of sumers, building support, creat- year — cold and flu season — Coyne PR and Pfizer Consumer ing alliances and informing pub- Healthcare launched the “8-Hour Fever Relief” program to confront (chamberlainpr.com): Focusing lic policy to advance individual confidence issues parents have in dealing with fevers. The high on high-science communica- and public health. impact campaign drove more than 312 million media impressions, tions and known for creating Cooney/Waters (www.cooney- while helping grow the brand’s market share by 11 percent in just unique scientific, consumer and waters.com) pushes creative six weeks. The campaig n received “Consumer Health Campaign of business content that helps boundaries to deliver innovative the Year” honors from The Holmes Report in 2013. clients distinguish themselves marketing communications in today’s cluttered marketplace approaches across therapeutic Chandler Chicco Agency areas and health sectors. We are (ccapr.com): The world’s passionate about scientific inno- ing healthcare organizations and ments and collateral materials. largest pure-play healthcare vation, breakthrough medicines campaigns of all types, including public relations firm, delivering and technologies, and creating providers, payers, products, best-in-class communications ground-breaking coalitions to COYNE PR services, non-profits and con- for best-in-class products improve patient care. sultants. CCC is part of inVentiv The Corkery Group 5 Wood Hollow Road Health, Inc. with companies (www.corkerygroup.com) spe- Our experience includes: The Parsippany, NJ 07054 based in New York, Los cializes in building the brands of Alliance to Advance Patient 973/588-2000 Angeles, Washington, London, the world’s leaders in health and Nutrition, an interdisciplinary Paris, Shanghai and Frankfurt, medicine. Through our expertise partnership formed to improve 1065 Avenue of the Americas as well as global healthcare net- in issue-oriented communica- patient outcomes through nutri- 28th Floor work operations in 40 markets. tion intervention; The New York, NY 10018 tions, we help our clients 212/938-0166 For more information, visit achieve their long-term corpo- Physicians Foundation, a nonprofit advancing the work of chandlerchiccocompanies.com. rate, public health and advocacy 604 Arizona Avenue, Suite 15 goals. practicing physicians; AHIMA (American Health Information Santa Monica, CA 90401 COONEY/WATERS To learn how we can help 310/395-6110 your organization achieve its Management Association); GROUP goals, please contact Anita Bose Capgemini Health (acquired by Kelly Dencker, Senior Vice at [email protected]. Accenture), top consultant to President, Director of Health 111 Fifth Avenue healthcare organizations; [email protected] New York, NY 10003 COOPERKATZ & Noblis Center for Health Todd Forte, Vice President, 212/886-2200 Innovation, a non-profit provid- [email protected] www.cooneywatersgroup.com CO., INC. ing strategic thinking for health Kevin Lamb, Vice President, organization performance; and [email protected] Lenore Cooney, CEO, Queens Vanguard Center of the Linda Bernstein Jasper, Vice Cooney/Waters Group 205 Lexington Avenue, 5th Floor National Children’s Study, a President, lbjasper@coynepr. com New York, NY 10016 , Vice President, Timothy Bird, President/COO, federal research project on child Lisa Wolleon Cooney/Waters Group 917/595-3030 [email protected] health. Anita J. Bose, Chief Strategist www.cooperkatz.com Chris Cullmann, Director of Sherri Michelstein, President, CooperKatz offers a portfolio Digital Strategy, Alembic Health Ralph Katz, Principal of capabilities that include brand [email protected] Karen O’Malley, President, The Anne Green, President / CEO development, communications Corkery Group Dorothy Sonnenburg, CFO strategy, program development, Coyne PR is one of the most media relations and social media sought-after, full-service public Cooney/Waters Group CooperKatz & Co. offers full- engagement. Our Creative relations agencies in the nation. (cooneywatersgroup.com) is a service public relations capabili- Services practice creates meet- family of strategic communica- ties to a national client base. The ings, events, business presenta- Continued on page 36 tions companies focused exclu- firm has deep expertise support- tions, video / multimedia ele- 0

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COYNE PR Permanente, Saint Agnes Hospital, Chair, Health the healthcare paradigm are well- Ameritox, Agency for Healthcare In this complex, interconnected positioned for business success. 0Continued from page 35 Research and Quality (AHRQ), world, Edelman has the global At the account level, this philos- Social Security Administration, perspective, resources and people ophy has translated into broad- Veterans Health Administration to help our clients thrive in the based programs with a range of It has received numerous industry (VHA), Health Resources and business of health. Our health state and local agencies, hospitals, honors, including Midsize Services Administration (HRSA), specialists and colleagues stay at providers and other for- and non- Agency of the Year (PRWeek, PR ACTS Retirement-Life the forefront of medical, scientif- profit health organizations. We News), Best Agency to Work For Communities and National ic, business, policy and societal deal with issues that have real in America, and Consumer Health Investment Center for Seniors issues. Guided by this insight, we impact on people’s lives and our Campaign of the Year (The Housing & Care Industry. Crosby are able to help the world’s lead- programs have real impact for our Holmes Report). has offices in Annapolis, Md., and ing organizations and brands use clients among all of their target Using its proprietary strategic Washington, D.C. multiple channels to engage and audiences. planning model, Activation tell their stories. Tactically, we have led signifi- HealthTM, the Coyne Health group DODGE We’ve collaborated with cant capital campaigns — creating drives multi-channel engagement clients across the entire health key messages for potential donors, and activation for industry-lead- COMMUNICATIONS and health care system — com- fashioning them into targeted ing healthcare businesses and mercial, government, NGO and video and printed materials, and brands across the spectrum of 11675 Rainwater Dr., Ste. 300 academia — and nearly every building the most effective media consumer health & wellness, Alpharetta, GA 30009 therapeutic category. Working and digital strategies to support pharmaceuticals & OTCs, and 770/998-0500 with these clients, we’ve navigat- broad-based distribution, penetra- cause & advocacy. Fax: 770/998-0208 ed issues including disease pre- tion and success. We educate and www.dodgecommunications.com The group’s insight-driven vention and management, the empower consumers about crucial dodgecommunications.com/blog health technology revolution, health insurance decisions. We team creates breakthrough pro- twitter.com/dodgecomm grams that deliver measurable wellness, control of infectious ensure that our clients’ messages disease pandemics, biomedical and actions impact the audiences outcomes against a brand’s busi- Brad Dodge, CEO ness goals, while navigating Brian Parrish, Executive VP & science and access to healthcare. that matter to them. clients through an increasingly- Principal To clients we bring both expe- We realize that the issues we regulated and dynamically- Elizabeth Glaser, VP & Principal rience and a deep understanding tackle are important not only to changing healthcare marketplace. Chowning Johnson, VP of the issues — an understanding our clients, but to consumers —as Elisabeth Deckon,VP we cultivate from being at the healthcare touches every person in CROSBY forefront of medical, scientific, many ways. For us, this means that Dodge Communications, a business, policy and societal doing our job well means people MARKETING fast-growing, award-winning issues. Leveraging both, we part- live better lives. This is a responsi- agency serving emerging and ner with clients to turn knowledge bility we work hard to earn — and COMMUNICATIONS established healthcare brands, into action, to pull clarity from keep — every day. helps companies build aware- uncertainty, to lead in uncharted Clients in the health arena 705 Melvin Avenue ness, demonstrate thought lead- territory and to transform health. include the Ageology, Long Beach Annapolis, MD 21401 ership and generate demand. By Memorial Center, the American 410/626-0805 enabling the convergence of Kidney Fund, Barlow Respiratory www.crosbymarketing.com FINN PARTNERS public relations, marketing and Hospital, and Los Angeles County digital media disciplines, HEALTH Raymond Crosby, President Department of Health Denise Aube, Vice President, Dodge’s integrated communica- Healthcare Practice Leader tions approach allows clients to 301 East 57th Street, 4th Floor FRENCH/WEST/ navigate an increasingly com- New York, NY 10022 For 40 years, Crosby has plex healthcare landscape for 212/715-1600 VAUGHAN helped healthcare clients Inspire sustainable, measurable results. [email protected] www.finnpartners.com Actions That Matter™ — actions The knowledge, contacts and tal- 112 E. Hargett St. ent Dodge offers artfully com- Raleigh, NC 27601 that positively impact people’s Miriam Weber Miller, Practice lives and make a real difference bines effective and powerful Head 919/832-6300 for individuals, families, and positioning with precise message www.fwv-us.com communities. definition, skillful execution and Finn Partners leverages expert- Rick French, Chairman & CEO The firm’s Healthcare Practice dependable reach to positively ise and experience across a wide influence key decision makers David Gwyn, serves hospita ls and health sys- range of HC sectors, including President & Principal and stakeholders. With a passion tems, health plans, physician consumer health, health policy and Natalie Best, Executive Vice groups, technology and service for providing excellence in client public affairs, health services, President, Director of Client providers, seniors housing, health service, Dodge has an impres- non-profit and health information Services & Principal advocacy groups and government sive track record for client technology. The organization also agencies. growth and retention and consis- has a growing focus on the life sci- French/West/Vaughan (FWV) Services include marketing tently delivers strategies that ences and specialty pharma indus- is the Southeast’s leading public research and planning, brand engage prospects, optimize inter- tries, with particular emphasis on relations, public affairs and brand development, integrated commu- actions and promote business. helping clients navigate the world communications agency, inde- nications programs, public rela- of investor and corporate commu- pendent or otherwise. Founded in tions, community and multicul- EDELMAN nications. Our approach to serving April 1997 by Agency Chairman & tural outreach, digital marketing all of these sectors is a deep under- CEO Rick French, FWV now and web development, PSAs, and standing of the unique and chal- employs 85 research, public rela- 250 Hudson Street tions, public affairs, advertising and social marketing and behavior- New York, NY 10013 lenging needs of each, combined change campaigns. 212/768-0550 with a unified approach to strate- digital marketing experts among its Crosby ranks among the top www.edelman.com gic planning, media relations and agencies in the Mid-Atlantic digital visibility. This ensures that 0Continued on page 38 region. Clients include Kaiser Kym White, Global Practice both the company and its place in

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the diversity of GCI Health’s Public Health, and initiatives such expanding client roster spans as Common Good’s campaign for broadly across many sectors in the creation of specialized health healthcare, including pharmaceuti- courts. cals, biotechnology, devices and Goodman Media was founded in diagnostics, medical technology, 1996 by Tom Goodman, former consumer health, OTC communi- head of communications for CBS cations and conversions, providers Inc. and, earlier, CBS News. (hospitals and managed care), tele- health/health technology, animal GRAHAM & health, beauty and aesthetics, nonprofit and patient advocacy groups. ASSOCIATES, INC. GCI Health offers clients an accessible senior level leadership 111 Maiden Lane, Ste. 650 team, A-to-Z healthcare experi- San Francisco, CA 94108 ence, a commitment to “beating” 415/986-7212 client expectations, and an obses- Fax: 415/986-7216 sion with anticipating the chal- [email protected] lenges of an increasingly complex www.graham-associates.com GYMR Partners Patrick McCabe and Sharon Reis. and transforming healthcare com- Graham & Associates (Graham) munications environment. With is renowned for award-winning insider’s knowledge of high sci- expertise in strategic national and with many of the world’s leading ence, digital health strategy, con- international PR, communications, FRENCH/WEST/VAUGHAN consumer lifestyle brands, includ- sumer activation, crisis manage- branding and social media pro- ment, patient advocacy and health Continued from page 36 ing Bassett Furniture, the grams. The agency’s healthcare 0 education, GCI Health’s focus on ® International Gemological practice, Rejuvis , focuses on three Institute, Melitta Coffee and spirits delivering results is unrelenting and key areas: Healthy Living, second to none. Raleigh, N.C. headquarters and company Hood River Distillers Healthcare Te chnology, and New York City, Dallas/Ft. Worth, (Pendleton Whisky, 1910 Rye Healthy Aging & Longevity. Los Angeles and Tampa offices. Whisky, Yazi Ginger Vodka, GOODMAN MEDIA Additionally, the firm also has a Ranked as the #26 firm for Broker’s Gin and SinFire INTERNATIONAL, proven specialty working with healthcare PR by Cinnamon Whisky). The agency’s companies with an environmental O’Dwyer’s, FWV’s category expe- fully integrated creative and digital INC. and socially responsible focus. rience includes work on behalf of team provide s award-winning Founded in 1996, the agency is advertising, graphic design and private and clinical practices, 750 Seventh Avenue known for its successful launches, research labs, health IT companies, digital and social media services New York, NY 10019 re-launches and highly creative and laboratory and medical device for a wide range of clients. 212/576-2700 results-driven campaigns. Graham manufacturers, drug development www.goodmanmedia.com has a successful track record with firms, weight loss centers, medical GCI HEALTH both hallmark and emerging com- schools and large pharmaceutical Tom Goodman, Founder and CEO panies, organizations and technolo- , COO manufacturers. 200 Fifth Ave., 7th Floor Henry Miller gies. Recognized in the industry FWV specializes in helping its New York, NY 10010 with more than 60 top national and healthcare clients increase brand 212/798-9950 Goodman Media International, international PR awards, it also awareness among key decision [email protected] Inc. is a leading public relations operates in the healthcare sector makers for their product lines and www.gcihealth.com firm specializing in media relations throughout Europe via Plexus, an services through targeted media (traditional, digital, and social exclusive organization of agencies, outreach, advocacy marketing Wendy Lund, CEO media) for major corporations and it co-founded. campaigns, public affairs, special nonprofit organizations and has events, trade show support, emerg- With a reputation for stellar extensive experience in healthcare. GYMR, LLC ing media applications and crisis client service, GCI Health is an We represent major healthcare communications. award-winning, forward-thinking providers, leaders in healthcare (GETTING YOUR FWV’s present and past health- healthcare public relations agency improvement, healthcare-related MESSAGE RIGHT) care clients include The Jimmy V powered by best-in-the-business foundations, and product manufac- Foundation for Cancer Research professionals who know no bound- turers. (JVF), O2 Fitness, Pfizer, aries for fearlessly tackling the We raise the visibility of our 1825 Connecticut Ave., N.W. Suite 300 GlaxoSmithKline, Isagenix, New complex challenges clients are fac- clients through the media and Washington, DC 20009-5708 Hope Fertility Center, bioMérieux, ing. As WPP’s healthcare-focused design, and implement award-win- 202/745-5100 Structure House, Wellspring, global public relations agency, GCI ning communications campaigns, Fax: 202/234-6159 University of North Carolina Health is recognized for its unique orchestrate advocacy initiatives, www.gymr.com Institute for Pharmacogenomics approach to tackling the industry’s elevate thought-leadership, pro- and Individualized Therapy, toughest challenges and has been mote research, and manage event Patrick J. McCabe and Sharon Campbell University School of honored for our creative and inno- promotion. Current and recent M. Reis, Partners Osteopathic Medicine, A4 Health vative programming — including clients include, among others, Becky Watt Knight, Virginia Bader, and Judi Kennedy, SVPs Systems, Cardinal Health, CeNeRx, back-to-back SABRE awards in Hospital for Special Surgery, Michael Warner, VP Foresight, MDeverywhere, 2012 and 2011 for Pharmaceutical Institute for Healthcare Susan Levine, Senior Counselor Medcryption, Proctor & Gamble Rx Campaign of the Year. Improvement, Intermountain (Prilosec), Southtech, Sterling With offices in New York, Healthcare, Lustgarten Foundation GYMR is a Washington, D.C. Healthcare and WakeMed. London, Chicago, Los Angeles, (for pancreatic cancer research), based public relations agency that In addition to its portfolio of San Francisco, Atlanta, Boston, Spectrum Health, Columbia provides health/healthcare clients healthcare clients, FWV works Miami, Toronto and Mexico City, University’s Mailman School of with strategic communications

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that capitalize on the dynamics Working with some of the unique to Washington. GYMR’s most trusted and recognizable unique strength is the background brands in consumer health — of its team — government, advo- Arm & Hammer Spinbrush, cacy, associations, foundations, Orajel, Emergen-C, Sudafed, corporations and nonprofit organ- Purell, Monistat — Hunter PR izations — who execute strate- has the consumer health space gies that include image and covered from A to Z or in our alliance building, public educa- case, from the American Heart tion campaigns or media relations Association to Zyrtec. to harness the formidable forces Hunter Public Relations is a of Wa shington and produce suc- certified woman-owned agency, cessful results for clients. The independently owned and operat- agency has counseled a wide ed for 24 years. Our 90-person range of clients, including trade firm offers strategic marketing associations, health voluntary PR services including creative organizations, coalitions, founda- ideation and brainstorming facil- tions, corporations, federal and itation, traditional and social state agencies and nonprofit media relations, special event To raise awareness of Arm & Hammer Sensitive Toothpaste within groups. production, product introduc- the editorial community, Hunter PR highlighted one of the leading Partial Client List: AdvaMed, tions, anniversaries, consumer causes for sensitive teeth — hot and cold foods and drinks — American Academy of Family contests, local market events, through a broad-reaching media event entitled ‘Get Your Favorite Physicians, American Board of spokesperson tours and crisis Foods Back.’ Guests enjoyed hot coffee and cold ice cream from Internal Medicine, American counseling on behalf of some of two of New York City’s ﬁnest establishments in a venue that was Gastroenterological Association, America’s most respected com- split down the middle with one side featuring a ‘hot’ ﬁreplace, and a American Psychiatric panies and best-known brands. ‘cold’ side complete with a branded ice sculpture. Association, Avalere Health, Clients have included the Banner Alzheimer’s Institute, American Heart Association, Bravewell Collaborative, Johnson & Johnson, McNeil Campaign For Tobacco-Free Consumer Healthcare, and sures that drive the industry, and rience along with our world- Kids, Digestive Disease Week, Church & Dwight. bring the intensity, intelligence class communications expertise Federation of State Medical and discipline — the corner- has attracted global, blue chip Boards Health Affairs, National JARRARD stones of every good political organizations across a broad life Association of Social Workers, campaign — to the healthcare sciences spectrum. In addition National Institutes of Health, PHILLIPS CATE & arena. For more information, visit to traditional life sciences com- Nemours, Robert Wood Johnson HANCOCK, INC. www.jarrardinc.com. panies, JFK Communications Foundation, Society for works with contract research Healthcare Epidemiology of JFK organizations, contract manu- America, The Gordon and Betty The Horse Barn at Maryland Farms facturing organizations, health Moore Foundation, and The 219 Ward Circle, Suite 3 COMMUNICATIONS Brentwood, TN 37027 information/IT companies, hos- Vision Council. 615/254-0575 pital systems, and healthcare Fax: 615/843-8431 1027 S. Clinton Avenue payers, as well as healthcare HUNTER PUBLIC www.jarrardinc.com Trenton, NJ 08611 advocacy and professional www.jfkhealth.com organizations. RELATIONS Jarrard Phillips Cate & 609/514-5117 JFK’s managing partners, Hancock, Inc. is a national strate- [email protected] John F. Kouten and David [email protected] 41 Madison Avenue, 5th Floor gic communications firm singu- Avitabile, foster a corporate New York, NY 10010-2202 larly focused on helping the lead- , CEO culture of superior service, cre- 212/679-6600 John F. Kouten ers of today’s healthcare organi- , President ative programming and measur- www.hunterpr.com David Avitabile zations use the tools of politics , Senior Vice able results. Our working envi- [email protected] David Patti and communications to win their President ronment is fast paced, support- Grace Leong, Jason Winocour, most important goals during ive, creative, challenging and Jonathan Lyon, Mark Newman, times of change, crisis or oppor- JFK Communications, Inc. is team-oriented. Donetta Allen, Gigi Russo and tunity. With offices in Nashville an innovative provider of cre- JFK’s seasoned staff has its Erin Hanson, Partners and Chicago, our team of former ative communications solutions finger on the pulse of the indus- political operatives, journalists for science, healthcare and tech- tries we serve, and we hate Whether it’s helping champion and healthcare marketers devel- nology organizations. wasting time on yesterday’s the fight against obesity or reach- ops and manages successful cam- As a cutting edge shop, JFK strategies. We are engaged and ing the allergy sufferer looking paigns for hospitals and health employs the latest in digital, passionate. We love helping our for relief, Hunter Public systems throughout the United interactive and social media partners understand not only Relations’ Consumer Health States. We help them navigate strategies in concert with tradi- where we are today, but also Practice has the expertise to high stakes issues such as: orga- tional media channels to what the landscape will look break through the media clutter nizational restructuring; mergers achieve communications objec- like next year and five years and resonate with consumers in and acquisitions; crisis commu- tives in an increasingly complex from now. We understand the an increasingly competitive envi- nications; reputation manage- and ever evolving healthcare new U.S. healthcare environ- ronment. Our strategic thinking, ment; re-engineering of commu- environment. ment and how it will impact creativity and media expertise nications & marketing depart- At JFK we focus on your organizations here and around provides our clients with a 360- ments; and re-positioning of needs. We listen, we learn, we the world. marketing approach to help their companies, hospitals and service interact and we counsel. We Also visit our sister company, brand or organization achieve its lines in new and existing markets. seek partners, not clients. BioCore Medical Communications. desired results. We understand the complex pres- Our extensive industry expe- (www.biocoremedcomms.com).

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www.lavoiegroup.com sumer health, rare diseases, specialty pharma, patient advocacy, media Donna LaVoie, CEO David Connolly, Vice President relations, and issues and policy engagement. We demonstrate deep A nationally recognized firm, knowledge of science, understand- LaVoie Group has a proven track ing of reimbursement policy, and record of changing behavior, build- sensitivity to the multifaceted inter- ing value and engaging key stake- actions between patients, physi- holders for health science compa- cians, payers and policy agencies. nies through integrated communi- Our integrated communications cations and marketing. We help approach enables clients to navi- development stage organizations gate the complex healthcare mar- emerge, emerging companies ketplace with clear results. arriv e and commercial clients Makovsky is recognized consis- grow. tently by clients and industry peers; Makovsky Health team members Jon Florio, Laney Landsman and With a passion for innovation, in 2013, we received 11 healthcare Kristie Kuhl review a client plan. LaVoie Group is an award-winning communications industry awards, health science focused strategic including “Best in Healthcare,” communications and marketing “Best Education/Public Service Cambridge, Mass. and Paris, firm, partnering with Campaign,” and “Best of the Best” JPA France. Biotechnology/Pharmaceutical, PR campaign across all industry Diagnostic/Device and Healthcare sectors, as well as “Mid-Size clients. Agency of the Year.” 1420 K Street, N.W., Suite 1050 KOVAK-LIKLY These capabilities have won the The firm’s annual survey on Washington, DC 20005 firm eighteen awards in the last patient use of social media 202/591-4000 COMMUNICATIONS Fax: 202/591-4020 three years for our work with (http://bit.ly/1evFA9s) is guiding [email protected] industry leaders and emerging industry decisions on investment in 23 Hubbard Road companies, such as the State of online platforms. www.jpa.com Wilton, CT 06897-3045 Twitter: @JPAHealthcare 203/762-8833 Massachusetts, Haemonetics, Our commitment to client www.facebook.com/JPAHealthcare Fax: 203/762-9195 Aegerion Pharmaceuticals, Radius delight has resulted in a 90%+ [email protected] Health, DARA BioSciences, Nuron client-retention rate. Select 2013 Carrie Jones, Principal & www.KLCpr.com Biotech, Vertex Pharmaceuticals Makovsky Health clients include: Managing Director and other emerging health science AcelRx, Actavis, Affinity Health Ken Deutsch, Executive Vice Bruce M. Likly and Elizabeth D. companies. Plan, Amarin, Antares, British President Likly, Principals Medical Journal, Bristol-Myers Valerie Carter, Sr. Vice President Squibb, Duchesnay USA, H. D. , Sr. Vice President MAKOVSKY Berna Diehl Kovak-Likly Communications Smith, Hyperion Therapeutics, is a leading, independent public 16 East 34th Street Ipsen, Jed Foundation, Kowa JPA is an award-winning health relations and marketing communi- Pharmaceuticals, Life communications firm known for cations firm focused on the phar- New York, NY 10016 212/508-9600 Technologies, The Medicines crafting targeted, high-impact pro- maceutical, biotech and medical [email protected] Company, Merck, Navidea, Vanda grams for non-profit, pharmaceuti- technology industries. www.makovsky.com and WebMD. cal and government clients. By Kovak-Likly distinguishes itself applying our influencer relations from other public relations agen- Ken Makovsky, President & CEO MARKETING model, JPA identifies and engages cies, by providing marketing coun- Gil Bashe, EVP, Health, Practice stakeholders that can be leveraged sel above and beyond public rela- Director MAVEN to most effectively deliver our tions activities. Kristie Kuhl, EVP, Health, Deputy clients’ messages to key audiences. Kovak-Likly’s industry and Practice Director 135 W. 29th Street, Suite 302 JPA has cultivated a seasoned public relations experience enables Tom Jones, SVP, Health New York, NY 10001 team specializing in medical and the team to solve their clients’ most Lee Davies, GVP, Health 212/967-5510 science communications. As the challenging business problems, Lindsey Thompson, GVP, Health [email protected] fastest-growing health communica- making Kovak-Likly trusted advi- [email protected] tions company in the United States, sors and part of your corporate Makovsky is leading healthcare [email protected] our commitment to providing the marketing team. communications in its ongoing [email protected] highest quality services to our Kovak-Likly has successfully mission to improve the health of www.marketingmavenpr.com clients is at the core of JPA’s contin- formed close working relation- patients served by biotech, pharma- Lindsey Carnett, CEO & ued success. Not only do we treat ships with a select number of ceutical and health service compa- President every aspect of our clients’ business health care clients since 1985. nies through advocacy campaigns, 310/994-7380 as we do our own, we partner with Together, we will strengthen your corporate awareness programs, Phil Rarick, COO our clients during every stage of a voice in the marketplace. brand communications and disease Natalie Rucker, VP of Business campaign to ensure measurable education. The firm’s award-win- Development results. LAVOIE ning efforts show creativity in con- JPA is a woman-owned agency necting audiences via social media, Marketing Maven designs and with offices in Washington, D.C., STRATEGIC news coverage and behavioral executes competitive publicity COMMUNICATIONS research and at thought leader campaigns for clients in the The November issue of O’Dwyer’s will pro- events such as TEDMED, Prix healthcare category. T he team is file PR firms that specialize in technology. GROUP Galien and medical congresses familiar with regulatory standards If you would like your firm to be listed, including ACOG, ASCO, ACC, and protects their clients by contact Editor Jon Gingerich at 646/843- 201 Broadway NLA, AHA and ICAAC. ensuring content is compliant 2080 or [email protected] Cambridge, MA 02139 Makovsky staff are experts in with approved claims and lan- 617/374-8800 product communications, con- guage. They adapt approved

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claims into concise media mes- ence. social media counsel. saging, and gain positive media Our account teams include Current clients include CHD exposure through targeted out- professionals with extensive Bioscience, CSL Behring, reach. Marketing Maven is a healthcare industry back- Genentech (Roche), Head & results-driven integrated market- grounds. On a daily basis, we Neck Cancer Alliance, ing and communications firm are in contact with trade, print, MannKind Corporation, Merck, specializing in earning global and broadcast and online journalists The Partnership for Maternal domestic media exposure. Our covering a broad range of health and Child Health of Northern team works with the healthcare issues. Together with our public New Jersey and PhotoCure. For industry to generate positive affairs division, our healthcare more information, visit media coverage, improve and team is knowledgeable about www.mcspr.com or follow us on sustain a positive public reputa- consumer concerns and public Twitter @MCSHealthcarePR. tion, and help clients become policy discussions involving the partners and members of the Affordable Care Act, senior care MERRITT GROUP community. issues, home care and the impact Marketing Maven represents of Medicare and Medicaid. 11600 Sunrise Valley Dr., Ste. 320 healthcare companies in all stages Our areas of expertise include Reston, VA 20191 of growth, whether preparing to public relations counsel, media 703/390-1500 launch a new product or aiming to relations, media training, reputa- Healthcare Practice Director: increase awareness of an existing tion management, public affairs, 703/390-1519 product or service. Our team digital marketing, social media, www.merrittgrp.com approach utilizes our wide scope special events, branding and of in-house resources including graphic design, and crisis com- 88 Kearny Street, Suite 1770 graphic design, copywriting, munications. San Francisco, CA 94108 Lindsey Carnett, CEO and social media and Hispanic mar- 415/247-1664 President of Marketing Maven. keting. Prof icient in corporate MCS HEALTHCARE , Founder & CEO positioning, organic search Ben Merritt PUBLIC RELATIONS Alisa Valudes Whyte, Senior engine optimization, reputation Partner, COO management, media relations and Thomas Rice, Senior VP, Partner MWW the creation of branded marketing 1420 State Hwy. 206 Jayson Schkloven, VP of collateral, Marketing Maven Bedminster, NJ 07921 Strategic Services, Partner helps guide their clients with 908/234-9900 John Conrad, VP, Partner 205 N. Michigan Ave effective communications strate- [email protected] Matt Donovan, Healthcare Suite 2010 www.mcspr.com Practice Director Chicago, IL 60601 gies designed to produce a posi- 312/981-8540 tive ROI. [email protected] Joe Boyd, CEO Merritt Group is a nationally www.mww.com MARX LAYNE & Brian Thompson, General recognized marketing communi- Manager/Sr. VP cations agency with offices in John Digles, Executive Vice COMPANY Karen Dombek, VP Washington, DC and San President, GM Midwest and Head Eliot Harrison, VP Francisco, CA and partners of MWW’s Health & Wellness 31420 Northwestern Highway worldwide. Our team is com- Practice Suite 100 Creativity. Service. Results. prised of more than 35 profes- Farmington Hills, MI 48334 For more than 25 years, MCS sionals including former jour- As consumers seek education, 248/855-6777, ext. 105 Healthcare Public Relations has nalists, analysts, social media products and services to foster [email protected] experts, marketing & PR practi- greater well-being, MWW helps focused solely on healthcare. TM www.marxlayne.com Because our industry is always tioners and designers. Our our clients to Matter More evolving, we’re constantly expert staff works hand-in-hand through an award-winning Health Michael Layne, Managing & Wellness practice that is con- Partner adapting. From communicating with clients ranging from the in-depth science behind Fortune 500 industry leaders to tinually at the forefront of shap- For more than 26 years, subur- groundbreaking therapies to innovative, early-stage compa- ing new markets, categories and ban Detroit-based Marx Layne & supporting advocacy groups and nies, helping them deliver meas- behaviors. MWW leverages over Company has provided outstand- other organizations making a urable, high-impact communica- 25 years of health & wellness ing, results-oriented communica- difference, we are in step with tions campaigns. study and experience — our team tions counsel to a broad spectrum the issues and trends that impact Merritt Group’s healthcare has been associated with some of of clients in the healthcare sector. the practice and delivery of practice includes leadership the largest product launches in the Our proven ability to design and medicine throughout the world. with more than 15 years of com- industry for a range of clients, launch successful public relations MCS, through a well-estab- munications experience. Our from fitness and food, to hospital campaigns, develop creative lished network of independent team has worked with major systems and health management communications solutions and public relations agencies, oper- healthcare provider networks, to those specializing in health exceed client expectations has ates in Canada, most Western health IT innovators, HHS con- technologies. Our extensive expe- earned us a reputation as a valued and Eastern European countries, tractors, as well as medical rience in educating consumers, partner and an industry leader. and Asia. With experience in device and pharmaceutical com- promoting scientific research, Our healthcare division has virtually every therapeutic cate- panies, not-for-profits, academic reinvigorating brands, managing provided public relations and gory, we provide our clients institutions and advocacy issues, building relationships with marketing support to hospitals, with a multitude of services, groups. This experience has pro- medical community constituen- physician groups, home health- including product and corporate vided us with a deep knowledge cies and working with regulators care entities, insurance compa- communications, issues man- of this complex and highly regu- ensures that industries and organ- nies and skilled nursing centers agement and crisis communica- lated space, as well as a robust izations in the health & wellness through implementation of a tion, media relations and media tool kit to support our clients’ space are able to create relevancy strategic array of communication training, advocacy relations, most critical business objec- Continued on page 42 tools and deep industry experi- business-to-business PR, and tives. 0

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Fortune 100 corporations and land use, public health, the envi- MWW PADILLACRT start-ups; pharma, device manu- ronment, bullying prevention, 0Continued from page 41 facturers, biotechs and hospital affordable housing, renewable suppliers; hospitals and health energy, access to prescription 1101 West River Pkwy., #400 Minneapolis, MN 55112 systems; retail; accrediting agen- medicines, and mental health. and receptivity to their offerings. 612/455-1700 cies; payers and consultants, PCI From managing policy issues, Leading our clients to a new PadillaCRT.com knows healthcare audiences first- leading high-profile coalitions future and a healthier world is hand. We understand what makes and campaigns, and conveying what matters most to us. Debbie Myers and Janet them tick and know the words that our clients’ compelling stories to Stacey, Health Practice Co- will resonate and prompt engage- partnering with many of the OGILVY PUBLIC Leaders ment. For nearly all of our 50+ nation’s top companies, we years, PCI has had a concentration achieve success and build influ- RELATIONS PadillaCRT is one of the top 10 of healthcare clients; today it rep- ence through strong relationships independent health care agencies resents more than half of our busi- with policy-makers, media, regu- 636 11th Avenue in the country, formed through ness. lators, and corporate leaders New York, NY 10036 the acquisition of CRT/tanaka by Healthcare is a national/inter- around the world. 212/880-5360 Padilla Speer Beardsley. national practice for us — our Current healthcare clients [email protected] PadillaCRT applies deep expert- clients include more than 25 med- include: Bonnie J. Addario Lung www.ogilvypr.com ise in health care, consumer ical and dental associations; a Cancer Foundation, California health, medical device and tech- network of cancer treatment cen- IVF Fertility Center, NAMI Kate Cronin, Managing Director, nology, nutrition, and health edu- Global Healthcare ters; start-ups looking for visibili- California, Partnership to Fight cation and awareness to serve ty, and university health systems. Chronic Disease, Pharmaceutical clients across the country. Our We launch products and manage Research & Manufacturers of Ogilvy PR is a recognized trail- team includes medical industry blazer in communications, sup- lifecycle communications; run America. experts, specialists in hospitals, consumer awareness and screen- porting clients in virtually every health systems, providers and sector of the healthcare ing programs on a turn-key basis; POLLOCK health services, registered dieti- develop professional relations industry. To meet the evolving, tians and consumer behavior COMMUNICATIONS complex needs of the healthcare campaigns designed to draw experts. referrals, and create and manage industry, Ogilvy PR’s Global By starting with business goals Healthcare Practice is now fully social media platforms including 665 Broadway, Suite 1200 and objectives, our team discov- eff icient online newsrooms and New York, NY 10012 integrated with Ogilvy & Mather’s ers through research and insights 212/941-1414 global healthcare marketing com- content-rich websites. how best to inspire and engage More than 80% of our new Fax: 212/334-2131 munications group, Ogilvy our clients’ audiences to take lpollockpr.com CommonHealth Worldwide, creat- business comes through referrals action. Our award-winning spe- and personal recommendations ing a fully integrated 360-degree cialties include strategy and plan- Louise Pollock, President healthcare offering. Our clients are from our clients; more than 50% ning, advertising and branding, of our healthcare clients have the world’s top pharmaceutical, digital and social media, media Pollock Communications is an biotech and medical technology stayed with us five years or more independent PR and marketing and community relations, (with a number exceeding 20 companies, the nation’s principal crisis/issue management, market- communications agency that public health agencies and the years). offers cutting edge expertise for ing and corporate communica- Our staff knows healthcare — industry’s foremost opinion-lead- tions and market research. health & wellness clients. ing advocacy organizations. At our inside and out. Our clients bene- Founded in 1991, Pollock has PadillaCRT clients include fit. core is the drive for unmatched Merck, Be The Match®, RTI pioneered communications for creativity instilled by David healthcare and well being, includ- Surgical, Owens & Minor, PERRY Ogilvy, the founder of our firm. UnitedHealth Group, Optum, ing bringing laxatives out of the Every day, we help many of Cardiovascular Systems, Sandlot COMMUNICATIONS closet and m aking tea the healthy today’s most important therapies Solutions, Midwest Dental, drink of the new millennium. We build a strong reputation and a solid American Physical Therapy GROUP know how to capitalize on emerg- market share. We actively engage Association, Partnership at ing health and wellness trends in with stakeholders in the healthcare Drugfree.org, VCU Health 980 9th Street, Suite 410 a credible way, with media, con- community and help patients System, Holy Redeemer Health Sacramento, CA 95814 sumers and health professionals. understand and act upon new infor- System, and Allina Health among 916/658-0144 Our knowledge of the latest mation related to their health and others. Fax: 916/658-0155 research and science in the well-being. We offer clients a full- www.perrycom.com healthcare arena and our under- range of services, including prod- standing of food and drug poli- uct communications, social mar- PCI Kassy Perry, CEO cies enables us to deliver action- keting, consumer health, issues able consumer and market management, interactive media, Partner in The Worldcom Public Perry Communications Group is insights and practical health & public policy, corporate and execu- Relations Group an independent, full-service lifestyle wellness benefits for tive visibility, and third-party rela- 1 E. Wacker Drive strategic communications firm brands and commodities. Chicago, IL 60601 tionship building. We enjoy and are 312/558-1770 specializing in public relations Our network of connections passionate about our work, and Fax: 312/558-5425 and public affairs. includes medical doctors with on- thrive on finding solutions for [email protected] The catalyst behind Katie air and editorial experience who today’s challenging business needs www.pcipr.com Couric’s televised colonoscopy can address the healthcare issues in the healthcare sector. and other high impact events that are top-of-mind for today’s Headquartered in New York, we Dorothy Oliver Pirovano, CEO designed to change public behav- editors and reporters — including partner with clients throughout the Jill Allread, President ior, Kassy Perry and her award those who serve as trusted world from our offices in 60 mar- winning team have had a pro- “watchdogs” for family gatekeep- kets across North America, Europe, With clients from advocacy found impact on society with ers. We have developed innova- Asia, Australia, Latin America and organizations and medical and nationally recognized campaigns tive social media programs to Africa. allied health associations to tackling pressing issues including reach the key consumer, health &

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our 90-office global network bring more to the table than traditional public relations. Our backgrounds are diverse and our experiences unique — our staff includes a medical director, former hospital executives and medical writers, as well as patient advocacy and market access experts, to name a few. We drive brand and disease awareness to new levels, build reputation, run highly successful social media campaigns, form lasting advocacy networks and address tough market access, payor and policy challenges. We do all this while ensuring knowledge sharing, close atten- Paul George, EVP and Global tion by senior staff and around- Director of Porter Novelli’s the-clock devotion to our clients’ Health & Wellness practice. needs. Above all, we pride ourselves in giving clients a professional, cordial and results-oriented experience. wellness influencers online. Over the last two RBB PUBLIC decades, Pollock has cultivated long-term relationships and RELATIONS trained a network of spokespeople, including media health pro- 355 Alhambra Circle, Suite 800 fessionals and celebrities who are Miami, FL 33134 available and ready to deliver key 305/448-7450 messages for a variety of our www.rbbpr.com clients in broadcast, print and Pollock Communications sparks dialogue about constipation from social media. Christine Barney, CEO medication with an oversized prescription drug bottle in Penn American Society of Lisa Ross, President John Quinn, EVP, Healthcare Station, as part of an integrated creative campaign to promote the Hypertension, Bodylogix, Practice Leader beneﬁts of Senokot laxatives. Brassica Protection Products, LLC, Beano, Colace, In the healthcare industry, the FiberChoice, Pediacare, Senokot, time has come for companies to Slow-Mag, and Vitamints. formation, or engaging the public & leisure, health & fitness, sports breakout from traditional market- in health education campaigns, & entertainment, and food & bev- ing and embrace more creative rbb PR combines creativity, erage. Find out how rbb can help PORTER NOVELLI PR strategies to become “health- strategic plans and comprehen- your brand breakout by visiting care heroes” to their clients. sive measurement metrics to help www.rbbpr.com or calling 305- 250 Greenwich Street, 36th Floor Whether new, old, large or small, clients achieve business goals and 448-7457. 7 World Trade Center a Breakout Brand wil l engage in promote their brands as a compet- New York, NY 10007 conversations and create strong itive asset. REVIVEHEALTH 212/601-8000 emotional connections with cus- 212/601-8101 rbb’s healthcare practice cre- tomers, and research shows that ates and executes brand-building www.porternovelli.com 209 10th Avenue South, Suite 404 companies achieve greater suc- and sales-focused communica- cess when focusing more on their Nashville, TN 37203 Karen van Bergen, CEO tions campaigns for a diverse 615/742-7242 Paul George, EVP, Global customers than competi- array of clients including medical Director, Health & Wellness tors. products companies, hospitals, Santa Barbara Kate Cusick, EVP, Global Director Four-time “PR Agency of the insurers, higher education institu- 915 Saint Vincent Avenue of Business Development Year,” rbb Public Relations is a tions and health and wellness Santa Barbara, CA 93101 champion of breakout brands companies. Services include 805/617-2832 Porter Novelli has been inno- with a national reputation for identity branding, vating health and wellness com- delivering meaningful results to thinkrevivehealth.com marketing/sales support, media [email protected] munications since 1972 when we clients who appreciate the indi- and community relations, public created the National High Blood vidual attention only a boutique education, social media manage- , CEO Pressure Education Program, a Brandon Edwards agency can provide. rbb supports ment and crisis communications. Joanne Thornton, CAO program that the US National companies that want to challenge rbb offers best practices in media Robert Berra, CSO Institutes of Health still maintains market leaders and fuels brands relations, corporate reputation, Kriste Goad, CMO today. that are category leaders, but seek promotions, community rela- Phil Stone, COO We now work with clients in to redefine the status quo. tions, digital/social media and every health sector including Whether announcing advanced crisis communications through a We are those people you hate public health, pharmaceuticals, medical treatments for a national- bilingual staff of 38. Firm prac- to talk to at a cocktail party — medical devices, hospitals, insur- ly academic medical center, tice areas include B2B, financial ers, health tourism, health IT and counseling a state insurance & professional services, con- 0Continued on page 44 nutrition. Our experts throughout leader through a business trans- sumer products, real estate, travel

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tion management; crisis commu- and food and nutrition issues. nications; thought leadership; Through our digital practice grassroots outreach; investor RFI Studios, Ruder Finn offers a relations; and cultivating mutual- specialized Healthcare ly beneficial relationships with Innovation division, which devel- advocacy groups and institutions. ops breakthrough methods to RF|Binder clients include multi- improve communications and national pharmaceutical compa- patient outcomes using social nies, biotech startups, over-the- media, games and patient com- counter brands, insurers, medical munities, all of which are inte- professional associations and grated into traditional PR activi- healthcare advocacy groups. Our ties. Ruder Finn Healthcare clients benefit from daily senior offers a truly integrated level involvement — another key approach, as the agency embeds differentiator — and research- social media into all aspects of based strategies that deliver PR and has spearheaded the measurable results. development of online advocacy With growing consumer and and patient communities and Sachs Media Group’s senior staff and partners (L to R): Ryan Banﬁll, media attention on healthy living, assisted pharmaceutical clients in Partner & Director of Strategy and Research; Michelle Ubben, RF|Binder helps brands under- navigating the complexities asso- Partner, COO & Director of Campaign and Branding; Ron Sachs, stand the drivers of consumer ciated with the current social President/CEO; Alia Faraj-Johnson, Partner & Managing Director of decision-making, especially that media environment. The agency PR and Public Affairs of the empowered citizen/patient. has deep relationships with advo- We have helped establish and cacy organizations and regularly enhance many of the world’s brokers partnerships to establish 2013 Boutique Agency of the most recognized healthcare innovative platforms and break REVIVEHEALTH Year and Best Boutique Agency brands by employing communi- new ground in branded and non- cation tactics that provide con- branded communications. Our Continued from page 43 to Work For (2013, 2012 and 0 2011) by The Holmes Report, sumers with the information and teams have also developed pro- ReviveHealth is among the resources they need to manage prietary models for healthcare nation’s Top 15 firms for health their health and well being. crisis communication, including people who love health care and trainings and metrics that pro- immerse themselves in the details care strategic communication (O’Dwyer’s). RUDER FINN, INC. duce impactful results. of insurance exchanges and The a gency is deeply rooted in emerging evidence based treat- healthcare media, having devel- ment protocols. RF|BINDER 301 East 57th Street New York, NY 10022 oped strong relationships with ReviveHealth is a health care key reporters at high-impact strategic communication firm 212/593-6400 950 Third Avenue, 7th Floor www.ruderfinn.com trades and leading beat reporters focused on driving brand health New York, NY 10021 [email protected] at top-tier newspapers, maga- and market share. Our team of 212/994-7600 zines and websites. Our media seasoned marketing and PR [email protected] Kathy Bloomgarden, CEO www.rfbinder.com relationships, approach and experts have spent their careers Susan Goldstein, Global Head strategies consistently produce working with HIT, medical of Healthcare & Wellness front page, high-visibility cover- device, post-acute care, and well- Amy Binder, CEO age. ness and population health com- One of the world’s leading Clients include Novartis, panies, as well as health systems “Know your audience” is one global agencies in providing Baxter, Bristol-Myers Squibb, and health plans. We spend every of the most important rules of global, national and regional AstraZeneca, Daiichi day immersed in the issues that communication and in healthcare communications services to phar- Sankyo, Pfizer, Abbvie, Shire, keep you and your customers up it takes on special importance — maceutical and biopharmaceuti- Forest Laboratories, Council for at night: HIXs, Big Data, care this is where RF|Binder takes the cal corporations, medical device Responsible Nutrition, coordination, HIEs, population lead. We have extensive experi- companies, trade associations Genentech, American Urological health, consumer strategies, labor ence in mapping and implement- and non-profit organizations in Association Foundation, and issues, crisis management & liti- ing highly innovative, strategic, the healthcare sector, Ruder Finn Michael J. Fox Foundation. gation support, mergers & acqui- results-driven plans tailored to has extensive expertise in mar- sitions, clinical integration, target the increasingly fragment- keting communications for drugs changing payment models, risk ed marketplace. From insurers to across all therapeutic categories. SACHS MEDIA sharing, RCM, meaningful use, providers, pharmacists to Ruder Finn specializes in launch- GROUP EHRs, a cost-cutting and revenue patients, and caregivers to ing new therapies and further growth. Congress, we craft creative solu- energizing seasoned drugs 114 S. Duval Street Our deep expertise across the tions specific to each client’s con- through media relations, thought Tallahassee, FL 32301 health care continuum uniquely stituencies. leadership, consumer engage- 850/222-1996 positions us to help predict prob- At RF|Binder we firmly ment, advocacy relations, online Fax: 850/224-2882 lems, protect reputations, posi- believe that ideas matter, and it is engagement and community sachsmedia.com tion our clients as thought lead- this philosophy that drives all building, marketing and public ers, and craft the right stories to programming. Our work is recog- affairs. Ruder Finn has broad Sachs Media Group is a full- drive business nized by clients and colleagues expertise in conducting high- service, independent PR firm in growth. ReviveHealth is consis- alike, as evidenced by the 50 impact wellness campaigns Florida, with unparalleled rela- tently recognized by O’Dwyer’s, industry awards we won in 2012. addressing virtually every aspect tionships in government, media, PRWeek, and The Holmes Report Our capabilities and experience of healthcare including cancer, non-profit and advocacy organi- for creating strong agency cul- include product launches; brand cardiovascular diseases, pain, ture, strategic excellence, and extensions and positioning; pub- respiratory issues, OTC medi- 0Continued on page 46 client results. Named PRWeek’s lic education campaigns; reputa- cines, therapies for rare diseases,

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agency specializing in helping in this environment requires a organizations, coalitions and America’s top brands, govern- combination of policy expertise beyond. Our unique partnership ment agencies and organiza- as well as an ability to distill, with 16 health-focused, independ- tions listen to, engage and inter- package and disseminate the ent communications firms — act with their most important complex information to inform GLOBALHealthPR — provides stakeholders — online and off. and motivate critical audiences, our clients with reach in 23 glob- Using a savvy integrated mix of including government and com- al markets. digital marketing, social media munity leaders, providers and advocacy, grassroots/grasstops, the public. TELLEM GRODY earned media and issues man- SM&C has a proven track Leading the Travel Industry agement, SevenTwenty has sup- record and a dedicated team to PUBLIC ported the public education, help healthcare organizations stakeholder communications carry out their mission through RELATIONS, INC. and grassroots recruitment pro- integrated communications pro- by Providing Professional grams of some of the nation’s grams, including message devel- 30745 Pacific Coast Hwy most dynamic Fortune 500 opment, media and community Suite 243 companies, trade associations, relations, thought leadership, Malibu, CA 90265 Travel Services Since 1972 government agencies and non- strategic partnerships, and issues 310/313-3444 www.tellemgrodypr.com profit organizations for the past management. Clients include: 14 years. Atrius Health, Commonwealth Susan Tellem, APR, RN, BSN, SevenTwenty Strategies’ Care Alliance, Delta Dental of Partner Susan Tellem, Partner at Tellem founding partners have been Massachusetts, DentaQuest, John Tellem, Partner Grody Public Relations. involved in developing and ECG Management Consultants, Dan Grody, Partner implementing successful advo- Harvard Vanguard Medical cacy and communications cam- Associates, Lahey Health, More than 25 years ago, Susan paigns for a wide range of indus- Massachusetts Developmental Tellem, a registered nurse, used try-leading clients for more than Disabilities Council, her knowledge of medicine to SACHS MEDIA GROUP 20 years. We helped lead the Massachusetts Medical Society, launch the largest health care 0Continued from page 44 movement that introduced Neighborhood Health Plan, Press public relations practice west of Internet advocacy in the U.S. Ganey, and The New England the Mississippi. After selling the and specialize in providing inte- Journal of Medicine. agency, Susan went on to lead the zations. We specialize in strate- grated strategies to meet our health care practices at several gic communications and issues, clients’ dynamic communica- SPECTRUM other international PR firms crisis and reputation manage- tions needs. Learn more about us before starting Tellem Grody PR, ment. Our award-winning at www.720Strategies.com. Inc. in 1994. Now partners with agency has in-house public rela- 2001 Pennsylvania Ave., NW Second Floor her two sons, John and Dan, the tions, advertising, social media, SOLOMON Washington, DC 20006 agency provides health care and digital and video capabilities, 202/955-6222 biotech companies with publicity, producing innovative and cus- MCCOWN & [email protected] public relations and social media tomized solutions that help our www.spectrumscience.com support. From hospitals to corpo- clients achieve their objec- COMPANY, INC. www.globalhealthpr.com rations and medical devices to tives. pharmaceuticals, TGPR knows • Business Travel Consultants With offices in Tallahassee, 177 Milk Street, Suite 610 John J. Seng, President & Chief medicine and science. The beau- Orlando and Washington, D.C., Boston, MA 02109 Executive Officer; Chair, ty of our health care practice is the firm represents clients in 617/695-9555 GLOBALHealthPR tha t we have expertise in enter- • Strategic Meetings Management Florida, regionally and nation- www.solomonmccown.com tainment and consumer products, @smchealthpr Spectrum is a full-service ally. We represent a spectrum of [email protected] as well as nonprofit PR and crisis Locations: healthcare clients from pharma- health and science communica- management, so all these special- • Government Travel Contractors ceutical companies, hospitals, tions firm grounded in science ties can come into play when 250 Park Ave, Suite 7088 and storytelling. Our clients are North America healthcare associations, medical New York, NY 10177 serving a health care client mak- • Over 200 Offices Worldwide products companies, medical 212/572-6239 innovators in health care, devel- ing us unique in our field. As an technology firms and medical oping breakthrough solutions that example of diverse programs, we Middle East professional groups. Our Helene Solomon, CEO improve human health. are helping Marina Plastic • Competitive Online Booking healthcare practice includes Michal Regunberg, Senior Vice Spectrum’s experienced team Surgery, an international medical Europe consumer and patient education, President of communicators understands group, with a major branding patient advocacy, healthcare Ed Cafasso, Senior Vice the complex science behind our President project that incorporates all • One-on-One Travel Consultation consumer technology, hospital clients’ products and issues. We aspects of PR and social media, Asia develop a nuanced understanding and university specialty servic- while working with California Find out about cruises sailing from New York es. It is an understatement to say of their stakeholders and key Poison Control to bring the poi- • Leisure Travel Experts that healthcare is undergoing a audiences and how best to reach son prevention message to con- and other worldwide destinations SEVENTWENTY period of tectonic shifts and them, shaping a compelling story sumers through press briefings, enormous pressures to improve to differentiate in the market, SMS, social media and online STRATEGIES quality and reduce costs, to drive product sales, and elevate or games. 888-333-3116 change how providers are paid insulate against potential issues. 1220 19th Street, NW and to keep people healthier. Spectrum leverages science to Suite 300 Affiliations and mergers are shape stories for major brands Washington, DC 20036 happening at a rapid pace. How across a variety of organizations, View and download entire issues of www.720Strategies.com this gets communicated inter- from biopharmaceutical compa- O’Dwyer’s magazine in PDF format, as well nally and to consumers is a chal- nies to medical device and diag- hundreds of company profiles in our search- SevenTwenty Strategies is an lenge many organizations have nostics companies, consumer able online database. 212-563-3500 • OmegaNewYork.com integrated public affairs, public to navigate. packaged goods, government, WWW.ODWYERPR.COM relations and communications Healthcare communications hospitals, health and wellness World Headquarters • 3102 Omega Office Park • Fairfax, VA 22031• 703-359-0200 46 OCTOBER 2013 4 WWW.ODWYERPR.COM 4 ADVERTISING SECTION Octmagazine_Layout 1 9/30/13 12:25 PM Page 47

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focusing on the corporate, prod- TWIST uct marketing and communications needs of the world’s leading companies. Established in 2001 55 Fifth Avenue, 13th Floor New York, NY 10003 by Jim Weiss, a 25-year veteran 212/701-4600 in healthcare communications, Fax: 212/414-8459 the agency has grown to over 350 [email protected] employees serving clients from www.twistmktg.com offices in San Francisco, New York, Atlanta, Minneapolis, Jennifer Gottlieb, President Austin, Los Angeles and London. Maura Bergen, Colin Foster, WCG’s seasoned professionals Mary Claire Duch and Megan specialize in branding, design, Svensen, Managing Directors Greg Reilly and Stephan digital, interactive, social and tra- Merkens, Group Directors ditional marketing, location based marketing, corporate and Twist is a fully integrated mar- product PR, media, investor and keting communications company advocacy relations, clinical trial focused on creating customized recruitment and grassroots direct- business solutions for our clients. to-patient communications cam- Jennifer Gottlieb, Leader of As part of the W2O Group, Twist paigns. The company was named Twist Mktg. is focused on pragmatically dis- the 2013 Digital Agency of the Chris Deri, President of WCG. rupting the status quo, offering Year and Specialty Agency of the breakthrough thinking and flaw- Year by The Holmes Report, was less execution to every assign- ranked #4 of Top Independent bility. ment. Our creative and collabora- PR Firms and # 5 in Agency Our Element Scientific TONIC LIFE tive approach enables us to create Business Report by PRWeek. Communications™ capability personalized solutions for clients For more information, please differentiates Weber Shandwick COMMUNICATIONS with a nimbleness to adapt in a visit www.wcgworld.com from competitors. Comprised of world of rapid change. 14 full-time PhDs, in addition to North America Headquarters: Twist represents a diverse ros- WEBER MDs, science writers and medical One South Broad, 12th Floor ter of clients spanning healthcare, SHANDWICK editors worldwide, our Scientific Philadelphia, PA 19107 beauty, consumer and corporate Communications group helps 215/625 0111 industries with an innovative clients effectively meet commu- www.toniclc.com client service approach. Building 919 Third Ave. nications challenges regardless of integrated teams of business New York, NY 10022 audience. This highly-specialized Global Headquarters: experts from diverse backgrounds 212/445-8000 22 Chapter Street www.webershandwick.com team translates complex data, London, SW1P 4NP and specialties empowers Twist concepts and issues into multiple +44(0) 20 7798 9900 to understand what our clients Laura Schoen, President, Global formats to engage and educate need before they know they need Healthcare Practice stakeholders. We partner with Scott Clark, CEO it. Team Twist includes seasoned pharmaceutical and biotechnolo- Maryellen Royle, President, professionals from communica- At a time when the healthcare gy companies, other healthcare North America tions, content development, sci- industry landscape is changing organizations, non-profits and entific strategy, account planning, almost daily, the Weber government agencies alike to Tonic is where communica- research/analytics, media and Shandwick healthcare practice is engage their diverse constituents. tions come to life. 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48 OCTOBER 2013 4 WWW.ODWYERPR.COM 4 ADVERTISING SECTION Octmagazine_Layout 1 9/30/13 12:25 PM Page 49 O’DWYER’S RANKINGS TOP HEALTHCARE & MEDICAL PR FIRMS Firm Net Fees (2012) Firm Net Fees (2012) 1. 34. Edelman New York $101,477,406 Dye, Van Mol & Lawrence Nashville 1,184,823 2. 35. W2O Group San Francisco 52,611,000 McNeely Pigott & Fox Nashville 1,050,420 3. 36. Ruder Finn New York 24,862,555 Sachs Media Group Tallahassee 1,030,415 4. 37. APCO Worldwide Wash., D.C. 22,828,295 Gregory FCA Ardmore, PA 1,005,000 5. 38. Cooney/Waters Group New York 18,961,000 Standing Partnership St. Louis 979,562 6. 39. Waggener Edstrom Worldwide Bellevue, WA 9,494,000 Rosica Communications Paramus, NJ 910,187 7. 40. GYMR Wash., D.C. 6,002,402 energi PR Montreal 837,355 8. 41. Dodge Communications Alpharetta, GA 5,510,576 BlissPR New York 800,000 9. 42. Makovsky New York 5,500,000 CooperKatz & Co. New York 762,409 10. 43. Spectrum Wash., D.C. 5,330,489 Katcher Vaughn & Bailey PR Nashville 750,000 11. 44. Jarrard Phillips Cate & HancockBrentwood, TN 4,862,846 Fahlgren Mortine Columbus 698,840 12. 45. ReviveHealth Santa Barbara 4,850,000 Perry Comms. Group Sacramento 695,531 13. 46. JPA Health Communications Wash., D.C. 4,516,759 rbb Public Relations Miami 668,302 14. 47. Crosby Marketing Comms. Annapolis, MD 4,315,783 Jackson Spalding Atlanta 608,362 15. 48. Public Communications Inc. Chicago 4,188,841 Levick Strategic Comms. Wash., D.C. 562,467 16. 49. Rasky Baerlein Strategic Comms. Boston 3,837,913 Hirons & Co. Indianapolis 525,000 17. 50. Coyne PR Parsippany, NJ 3,482,000 Regan Comms. Group Boston 475,000 18. 51. Finn Partners New York 3,312,063 L.C. Williams & Associates Chicago 428,260 19. 52. Padilla Speer Beardsley Minneapolis 3,216,668 TransMedia Group Boca Raton 399,200 20. 53. SevenTwenty Strategies Wash., D.C. 2,928,775 Schneider Associates Boston 396,688 21. 54. Allison+Partners San Francisco 2,900,000 Beehive Public Relations St. Paul 376,750 22. 55. MCS Healthcare PR Bedminster, NJ 2,877,962 Linhart Public Relations Denver 371,886 23. 56. Hager Sharp Wash., D.C. 2,820,579 VPE Public Relations S. Pasadena 355,050 24. 57. Zeno Group New York 2,590,187 Maccabee Minneapolis 325,255 25. 58. SS|PR Northfield, IL 2,500,000 Bridge Global Strategies New York 318,636 26. 59. RF | Binder Partners New York 2,301,004 Marketing Maven PR Camarillo, CA 317,500 27. 60. French | West | Vaughan Raleigh 2,155,003 Red Sky PR Boise 193,862 28. 61. MWW Group E.Rutherford, NJ 2,100,000 Trevelino/Keller Atlanta 150,000 29. 62. CRT/tanaka Richmond 1,807,000 CJ Public Relations Farmington, CT 111,640 30. 63. Qorvis Communications Wash., D.C. 1,800,000 Furia Rubel Comms. Doylestown, PA 86,000 31. 64. Hunter PR New York 1,692,714 Phillips & Co. Austin 85,745 32. 65. Lambert, Edwards + Asscs. Grand Rapids. 1,482,000 Hope-Beckham Atlanta 70,735 33. 66. Singer Associates San Francisco 1,202,997 Weiss PR Associates Baltimore 66,000

OPINION Professional Development Good for Howard Schultz: effective PR advertising By Fraser Seitel

And whether you are a peacenik appre- inferred, might disrupt that vision of “a uestion: “Is the advertising func- ciative of the CEO’s message or a pistol- safe and comfortable respite.” tion,” a bright young public rela- packin’ momma enraged by Schultz’s Next, he acknowledged that Starbucks Qtions student recently asked, “a squishiness, you’ve got to acknowledge is sensitive to local laws in states that legitimate province Starbucks’ mastery of the public relations allow “open carry” of firearms, and that of public rela- advertising tactic. Here’s what the com- the company had no intention, therefore, tions?” pany did right. of “requiring” customers to disarm when Answer: You bet The headline grabbed. they approach a barista. it is. The first requisite of any public rela- But third, he argued, recent experi- Just like tradition- tions a d is to make the headline a “grab- ence of pro-gun activists acting in an al communication ber.” “increasingly uncivil” way in Starbucks’ functions from In Starbucks’ case, the straightforward stores compelled the company to make news releases to headline highlighted its well-known CEO its new request for understanding and and his intent to reach out to everyone. It reason among responsible gun owners. Fraser P. Seitel has speech writing, been a communications from lobbying to read simply: The ad closed with a note of com- consultant, author and social media, the “An Open Letter from Howard monality. teacher for 30 years. He vehicle of advertis- Schultz, CEO of Starbucks Coffee Just as a speaker should “leave the is the author of the ing — particularly Company” vivid air signed with his honor,” so, too, Prentice-Hall text, The Practice of Public so-called institu- Rather than threatening controversy should a public relations ad close with Relations. tional or public with a headline that took one side or the an appeal to the common values that relations advertis- other, the Starbucks’ headline clearly unite us all. ing — is, indeed, the province of public indicated the importance — and unique- And so, after stating a straight and relations. ness — of the ad, without picking a fight. sensible explanation of its new policy, Public relations ads are those that don’t Like a caramel macchiato, it invited con- CEO Schultz offered up the following promote a product or service or candi- sumers to sample its palatable product soft landing, citing “the better angels of date, but rather an idea or issue or point- without scaring them off. our nature”: of-view. The ad began with a clear thesis. “I am proud of our country and our Traditionally, public relations ads were A good public relations ad, like an heritage of civil discourse and debate. It a “last resort” — used only after attempts effective op ed, will state clearly the pri- is in this spirit that we make today’s at “free” (or what we call today “earned”) mary point with which it wants to leave request. Whatever your view, I encour- — media proved fruitless. The premise readers. Without a clear thesis, the ad is age you to be responsible and respectful was that an item ostensibly “authored by purposeless. of each other as citizens and neighbors.” an objective, third party news organiza- In Starbucks’ case, Schultz lays out his Now that’s positive public relations — tion” – be it a feature story, op ed, case thesis in his first paragraph, clearly and even if it is an advertisement. £ history or other similar news item — was without equivocation. He writes: eminently more credible than a commu- “I am writing today with a respectful PR services brief nication for which the sponsor had to pay, request that customers no longer bring i.e. an ad. firearms into our stores or outdoor seat- AIG HIRES CEMP REPORTING On the other hand, if attempts at so- ing areas.” TO COMMS CHIEF called free publicity failed, then buying No question what he is requesting you do, i.e. leave your piece in the pickup if AIG has tapped Goldman Sachs marketing an ad — to at least get the story out — chief David May as corporate chief marketing was better than nothing. you’re hankerin’ for a pumpkin latte. officer as the company continues to burnish its Today, by contrast, public relations In so stating, the Starbucks CEO fear- image since its federal bailout in 2008. advertising may serve as the centerpiece lessly opens himself up for criticism, or May reports to senior VP of corporate commu- of a public relations campaign – especial- at least questions from zealous gun own- nications Christina Pretto at AIG. He exits Goldman after more than a decade handling mar- ly if one has a hot-button issue. ers and Second Amendment purists. So keting communications for the banking giant. Like gun control, for example. he must immediately back that thesis up Bloomberg, which first reported May’s hire, That’s the issue that caused Starbucks with the reasons why. said corpor ate marketing will focus on growing CEO Howard Schultz to pay for a “Dear The ad backed up the thesis with sales, expanding distribution channels and “deep- valid reasoning. ening the trust our clients hold in us.” Fellow Americans” issues ad in The New AIG launched an ad campaign last year touting York Times in September, to appeal to And so Schultz and Starbucks rose to is payback of the more than $182 billion bailout Starbucks’ visitors to leave their firearms the challenge by rolling out a cohesive, by Uncle Sam at the height of the financial crisis. at home. well-reasoned rationale to corroborate After suspending all lobbying amid criticism over Schultz’s ad, which was followed by its main point. its PR spending in 2008, the company returned to the lobbying scene in January. nationwide media coverage, social media First, he talked about Starbucks’ goal Last fall, AIG brought in Citigroup’s Jon Diat as mania and Schultz sit-downs withV T to create a “third place” between home its primary corporate spokesman. That followed interviewers, drew enormous attention — and work for people to relax and enjoy the 2009 hire of Pretto from Citigroup to head cor- some positive, some negative — to “the peace and pleasure of coffee and porate communications. Starbucks. community.” The existence of guns, he

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Financial Management

Managing for prosperity in 2014 and beyond (part three) By Richard Goldstein who have read this before, we are going profit to the agency. I will write more on over the fundamentals! this subject at another time. hope, that in the first two parts of this If your profits are dismal, you may not Reaching your profitability goals column, I have successfully conveyed be paying attention to the following fac- Obviously, the first step in reaching Ithat one of the most important keys to tors (this is in addition to fear and poor your profit goals is to understand the success is to have a vision, a goal if you management skills): fundamentals and put them into play. will, that by earning anything less than • Hourly rates are too low. Your agency will not maximize its profit 25% to 35%, or • Staff utilization rates are below potential without a budget - number two more, pre-tax prof- industry standards. on the fundamental list above. itability just cannot • Inaccurate or no time keeping. A budget can help identify potential be in the cards. • No tracking of individual client problems in achieving specified organi- If your profitability profitability. zational goals and objectives. By quan- is not where you • Over servicing clients, which can be tifying potential difficulties and making want it to be, you pinned on fear (see prior column), them visible, budgets can help stimulate need to understand improper budgeting or good intentions agency management to think about ways your current finan- leading to more time invested on the to overcome those difficulties before Richard Goldstein cial results and then client’s behalf than he or she is paying they are realized. is a partner at ask your “brain” Participating in the budget process Buchbinder Tunick & for. This in turn leads to one or more of Company LLP, New what needs to the most profit-pruning actions of all — helps produce a spirit of cooperation, York, Certified Public change to get where write-offs! motivate employees, and instill a feeling Accountants. you want to be. Now for those fundamentals: of team work. Keep on asking • Write or update a business plan. Your minimum pre-tax adjusted profit yourself the same question until you • Develop a short-term and long goal should be 25% with a stretch goal of come up with an answer. You will come range budget. 33% or whatever you feel is appropriate. up with an answer! • Properly plan for staff needs. Adjusted profit is profit with “excess” I also hope that my columns will give • Develop a marketing plan. If one is compensation and perks subtracted that you some insight into what needs to be in place, have you implemented the plan may be taken by principals of independ- done. ently owned agencies. and is it working? Many successful athletes envision By the same token, if your salary is • Marketing is expensive and worth- what it feels like to be successful. They below industry standards, budget a less if you cannot close the deal. Do you will picture what it feels like to make the salary level that is the industry standard understand the difference between mar- basketball go through the hoop every or whatever you want. keting and selling? shot. While it may not happen 100% of For example, if you are earning • If possible, develop and promote a the time, I guarantee you they will $125,000 and other executives in your unique strategic position. improve tremendously. position earn $300,000, the higher You need to envision the same for your • Aim for 80% to 85% staff utiliza- should be used in the budget process. agency. Feel the success, feel the higher tion. Do not achieve this by over This is key: stress to staff and manage- profitability. servicing clients. ment how critical hourly billings are to Before you read any further, take out • Monitor write-offs. Do not carry the agency’s bottom line. The amount of pencil and paper and write down you work-in-progress if it cannot be billed. hours a staff person may bill should be goals and aspirations. Every day Be honest with yourself. in the 80% to 85% range, the target read what you wrote, add or delete as the • Track client profitability. What should be based on 1,800 hours (e.g. the case may be but read where you want good is a “marquee” client if you lose amount of hours during a 40-hour week to be. money on every hour or project. (Be in a year minus vacations, holidays, per- You will get there sooner than you careful that you are not so dependent on sonal days and continuing education. think! (By the way, your feedback is the client that a loss puts you out of While there is always a possibility that important to me, positive or negative. I business.) staff will charge more time to clients want to write what you are interested in • Monitor individual staff profitabili- than they actually spend working, hope- reading!) ty (we do this in my firm monthly.) fully this will not be the case with staff The fundamentals • Monitor overall agency profitabili- education. A time and billing system My local high school baseball and ty. may help in this area specifically if staff football teams have won many champi- • Determine billing rates based on are required to post time on a daily onships. Even if they are not number your labor, overhead, and desired prof- basis. one in a given year, they are always in itability goals. Remember that time and billing soft- the hunt. They always practice the fun- • Make sure your rates are competi- ware is a tool that helps management damentals over and over again. tive. Never quote a price until you better understand the cost of providing You need to understand the fundamen- understand the value your agency services, not necessarily the amount tals needed to succeed. For those of you brings to the table and the projected billed to the client. £

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OPINION Opinion Murray to be CEO of PRSA as power shifts at HQ By Jack O’Dwyer elections when no positions were contest- VP-PR reports only to Murray ed. With no amendments to consider, the The specs for the replacement for Yann elegates of PR Society of America afternoon session was supposed to be an say that the post reports to Murray and will consider a proposal to give Bill “unconference” at which anything could other staffers rather than the board. DMurray the single title of CEO, be discussed. However, leaders decided A career PR person should be the head replacing the titles of president and COO the only topic they would allow was how of the staff, copying the legal, medical and he has had since 2007. to bring in more members. The Society is accounting professions. Chair-Elect Joe Cohen of MWW Group about the same size as it was in 2000 when The new VP-PR should report to the would only have the title of chair in 2014. it had 20,266 members. A figure of elected head of the Society who should He would lose the title of CEO that he won “21,000” is currently used on the Society have the titles of president and CEO. in last year’s election. website. Murray should be XVP. The Assembly The changes, which are not in the “news- A dues hike of $30 in 2012 has not put should model its governance after legal, room” or public area of the Society web- the Society in the black. It had an operating medical and accounting groups. site, were discussed September 12 at a loss of $18,719 for the first half after Consolidating more power at h.q. only teleconference open only to leaders. reporting an operating profit of $403,048 in means a continuation of press-avoiding, If passed, the governance changes will Q1. member-avoiding, consolidate more power at h.q. PR Stress of VP-PR job needs study and New York- Society governance practices are different The sudden death of VP-PR Arthur avoiding practices from those at associations for lawyers, Yann June 13 at the age of 48 should be and a further tight- doctors and CPAs. examined by a special task force of the ening of informa- All three groups always have staffs Society. tion flow. Members headed by members of the profession PR is rated No. 5 on a list of the ten most have lost the printed involved. Murray, previously at the stressful occupations by careercast.com. members’ directory Motion Picture Association, is an associa- No. 1 is enlisted military personnel with (which could easily Murray tion careerist. All three also have large a rating of 84.72. PR, at 48.52, is ranked as be a PDF); list of numbers of their own professionals on even more stressful than senior corporate Assembly dele- staff. The PR Society only has three PR executive, with a 47.46 rating. gates; transcript of the Assembly; staff people among a staff of 50+. Murray himself, in reporting the death list; 110 chapter presidents’ list and time- Laurel Bellows is the elected president of Yann, said he had “one of the toughest ly release of IRS Form 990 with pay pack- of the American Bar Assn. and Jack Rives, jobs in PR.” A committee should explore ages of top staffers and other information. a lawyer, is executive director. just what it is that makes the job so tough. Staff domination is evident in the ABA has a House of Delegates that is Murray posted Yann’s death on the Society inability of 2013 conference co-chairs presided over by its own elected chair, website Sunday night which was four days Oscar Suris of Wells Fargo and Patrice Robert Carlson of Butte, Mont. The ABA after it took place. Tanaka of PadillaCRT to have any say on board gets its policy directions from the PR practitioners don’t need to look at press access to the conference which is House of Delegates. the stress ratings of careercast or any other being limited by the staff. A New York Assembly blocked governance reform place to know how stressful their jobs are. member has had his Society web rights An attempt in 2006 by the Central Careercast notes that “heart attack is revoked without explanation but chapter Michigan chapter to give the Assembly commonly associated with stress.” leaders say they are powerless to do any- control over the board, citing the bylaws of Corporate PR people are under pressure thing. the ABA and American Medical Assn., to push corporate messages and also under Cegielski heads PR Society PR was defeated after ten minutes of discus- stress from reporters who have flocks of Stephanie Cegielski, who joined the PR sion by a vote of 261-19. None of the other questions and demands to interview exec- Society in 2012 as Associate PR Director, 109 chapters supported it. utives. Quite often the PR person is the is handling press relations for the Society The AMA’s CEO and Executive VP is shield for the executive staff. PR can also while it searches for a new VP-PR. She is James Madara, M.D. Ardis Dee Hoven, function as the spear. This was one of the a 2006 law school graduate of the M.D., is the elected President. tasks of Yann. He criticized O’Dwyer University of Colorado. Barry Melancon, CPA, is Staff President reporting not only on the Society website No “credentials” have been given to and CEO of the American Institute of but a half dozen blogs. any press so far and it looks like all CPAs. Elected Chair is CPA Richard Psychotherapist Susan Price told a reporters will be barred from the Caturano. meeting of the PR Office Managers Assn. Assembly for the third year in a row. Only two bylaw amendments are up for in 1990 that “PR is one of the most stress- Although the Society espouses “democ- consideration at the PR Society Assembly filled professions.” ratic” principles, none of the current eight Saturday, Oct. 26. A half-day session is She said PR people are highly motivat- candidates for the national board will give scheduled this year. ed but can be “ground down by their own their positions on issues facing the Society, Last year there were no proposals at all, enthusiasm.” Agencies with a high rate of such as the continued monopoly of APRs causing several senior members to blast it account turnover are particularly stressful on national offices. The candidates don’t as “the most useless Assembly ever.” since employees fear loss of their jobs and even acknowledge receiving the questions. The morning session was taken up by 11 may start competing with each other, she The Society is an example of a trade leader speeches including 20 minutes on said. group taken over by non-members. £

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Guest Column Science denial, the U.S., and us By Paul Oestreicher and all motorcyclists would wear helmets. admonished, “Do you consult your dentist Scientists (and marketing and communica- about your heart condition?” They went on: rofessor Adam Frank at the tions professionals) need to marry specific, “While accomplished in their own fields, University of Rochester rang a warn- emotionally-based messages with the factu- most of these authors have no expertise in Ping bell about the dangers of science al. climate science. Research shows that more denial in an important op-ed titled The media, of course, have a huge role to than 97% of scientists actively publishing “Welcome to the Age of Denial” in the Aug. play. In misguided attempts to achieve fair in the field agree that climate change is real 21 edition of The New York Times. He stat- balance (or, cynically, sometimes achieve and human caused. It would be reckless for ed that, “it is politically effective, and the outcomes they wish), the media feeds any political leader to disregard the weight socially acceptable, to into false equivalency — providing equal of evidence and ignore the enormous risks deny scientific fact.” coverage to opposing views when, in reali- that climate change clearly poses.” Science denial is ty, one side dramatically outweighs the This isn’t just about promoting the truth becoming more other. One example appeared on the pages or science getting its fair share. Professor entrenched and cul- of The Wall Street Journal last year, a letter Jon D. Miller, now at the University of turally correct. titled “No Need to Panic About Global Michigan, told The New York Times in 2005 This juggernaut of Warming,” that said: “There’s no com- that “people’s inability to understand basic illogic is like a cancer pelling scientific argument for drastic scientific concepts undermines their ability that has metastasized. action to ‘decarbonize’ the world’s econo- to take part in the democratic process.” He noted that “cli- Paul Oestreicher, a my.” The editor noted the letter “has been We’ve had one “wake-up call” after mate deniers, taking veteran of Sanofi- signed by the 16 scientists.” I checked those another on the issue of science denial. But Synthelabo, Edelman, pages from the cre- names. Of the 16, there was only one cli- it’s complex — there isn’t just one thing we Hill & Knowlton ationists’ PR play- mate researcher and one atmospheric scien- should do. To start, we must review and and Zeno Group, book, have manufac- runs Oestreicher tist. revere our history, and use those founding tured doubt about Communications. Indeed, a few days later, another letter principles again. The nation began with fundamental issues in was published entitled, “Check With questioning dogma, exploring options, cel- climate science that Climate Scientists for Views on Climate.” ebrating invention and spreading informa- were decided scientifically decades ago. The 38 climate, environmental and atmos- tion. That brought us a long way and it can And anti-vaccine campaigners brandish a pherics experts who signed the letter bring us further still. £ few long-discredited studies to make unproven claims about links between autism and vaccination.” How do we fight this? Dr. Frank called on the scientific community to channel Carl Sagan, the late astronomer, author and science personality, and do more communicating. Yes, scientists must learn how to engage and how to communicate. I know there are some efforts underway at institutions such as the National Academy of Sciences and Stony Brook University’s Alan Alda Center for Communicating Science but, no matter what, there are critical steps that must come first. We need to ask questions and use the resulting information to generate the insights necessary to develop and implement a plan. So, a “call to action” directed where, with what information, in what form? Before anything is done, we must understand the causes, motivations and forces at work. What are the religious, political and corporate interests, and what are their strategies and tactics? And, we must know our target audiences, and their issues and concerns. What’s the right language, the most compelling examples, and what will it take to be persuasive? We know it’s not just about the facts — otherwise, everyone would accept global warming and evolution, no one would smoke, kids would get vaccinated

OCTOBER 2013 3 WWW.ODWYERPR.COM 53 Octmagazine_Layout 1 9/30/13 12:25 PM Page 54

OPINION Guest Column Navigating brands through social media hate By Katherine O’Hara with “haters” who spew venom and invec- typically placed within the ‘notes’ tab on tive at personalities and brands. What does Facebook, that outline what you will and hile thumbing through my a PR person do when their client is under won’t put up with. Empower your fans to Instagram feed one night in a social media attack? help moderate and call out offenders. WSeptember, I noted a celebrity We advise clients that all companies, Remind fans of the rules regularly and ref- post with several brands and personalities will likely, at erence them when calling out violators. thousand comments some point, be the target of hate. Even the 3. Evaluate the offense and stopped to read best of social strategies can’t successfully Rants over not having won a free pen vs. what her adoring avoid their sad goals of spreading anger. personal attacks or racist comments should fans had to say. Hateful comments typically aren’t a reflec- have very different consequences. True “Nice old lady feet.” tion of a true fault of the brand. These peo- hatred has a damaging impact on the very “Eat something.” ple spend their days, like bullies on a digi- culture you’ve worked hard to build. In “Too thin. Makes tal playground, looking to pick a fight. these cases, without hesitation, block the your head look fat.” When we’re looking to inspire share our offender. For simple hostility, see step 4. Katherine O'Hara That doesn’t read clients’ stories and instead find ourselves 4. Step outside is President of The much like a “fan” faced with a social heckler, what do we do? A feed equivalent of a shouting match O’Hara Project, a feed, does it? Call it How does a PR pro remain “social” in the fixes nothing. Make every effort to move marketing, public freedom of speech, midst of “fan” anger directed at a client? the exchange offline. Offer solutions, visi- relations and social but the anonymity of 1. Don’t lose sleep ble to your community, in the form of a media firm based in social media has cre- Don’t worry much about the power a customer service phone number or a con- Morristown, New ated a generation of hater might have. Your fans have seen their tact email. With the spotlight off the anger, Jersey. people that thrive on kind before. Chances are you’ve worked your page can again be peaceful while you exuding hate. hard to inspire your fan base and your track work offline to extinguish this person’s They’re part of a record will speak louder than @ieat- flames. generation of social users being called a toomuchsugar8637. 5. Keep your cool “hateration.” 2. Enlist neighborhood watch Digital fingerprint are eternal. Do not We all know that social media abounds Consider posting community guidelines, take part in unprofessional banter. Keeping one’s cool offers more than taking the high road, it keeps you in control. Most haters feed off what they perceive as success. Starving them of that reward will send them elsewhere for their hate nourishment. 6. Record and smile The hater has departed and you let out a much deserved exhale. Remember that every moment offers a lesson and record the exchange for team members, even other departments, to learn from. These real life examples offer great learnings and a playbook on best practices for future run-ins. £

Media news brief BBC CUTS 75 STAFFERS The BBC is cutting 75 staffers as part of its move to cut its English-language editorial unit overhead by more than $16 million. James Harding, Director of News and Current Affairs, said the cutbacks are necessary due to the Beeb’s “trying year.” He said cuts in money provided to the broad- caster force it to “deliver more for less.” In a staff memo, Harding wrote he appreciates “the concern that cost savi ngs come at a time that so many people are working hard to make the most of new technologies and striving to deliver the best journalism in the world. The BBC news/current affairs department fields a staff of more than 8,000. Earlier this year, it let 140 people go.

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PEOPLE IN PR

the U.K. Taking the slot once occupied by Tony Estee Lauder taps Zelenko will serve as Chief Telloni, who left for Interpublic’s Spokeswoman for NBC News, guiding GolinHarris, Sexton oversees a staff of Alabaster to create PR and external communications for its more than 200 people. He reports to Dave responsibility unit TV, cable and digital operations, along DenHerder, U.S./CEO. with internal communications. Prior to GSG, Sexton was in charge of amela Gill Alabaster, a top corpo- The former Director of PR for CNN the PA practice at Ogilvy Public rate communications, sustainabili- recently worked strategic communica- Relations, a sister WPP shop of B-M. Pty and PA exec at L’Oréal USA, has tions for Time units including Fortune, He has managed clients such as BP, moved to rival The Estée Lauder Money, CNNMoney.com and Time. Ford Motor, American Express and Pitney Companies to create a corporate respon- She started Sept. 25. Bowles. sibility function. Turness also tapped MSNBC CFO £ Executive Chairman Bill Lauder said Nicolina O’Rorke as CFO of NBC News. NBA vet dribbles to that while CR has been important to Ketchum’s Bornstein to Coyne the company since its founding in the head M Booth 1930s, Alabaster avid Cooper, who spent seven will be instrumental ale Bornstein, a Senior Partner in years in the National Basketball DAssn. including a stint as Senior in the “formal 27 years with Ketchum, has Director of Marketing Communications, establishment” and Dmoved to New York-based con- has joined Coyne success of the New sumer and corporate shop M Booth Alabaster York-based compa- as CEO. PR as VP in its ny’s CR operation. Founder and CEO Margie Booth slides Sports and Media “As we continue to grow and prosper into a chairman role. practice. globally, it is critical that we continue to Booth, who founded the firm in 1984, Before moving to understand and serve the needs of our said she was looking for someone with the NBA’s front consumers, engage with the communities big agency experience, as well as “entre- office, Cooper was where we live and work, and leverage our preneurial spirit” and a cultural fit with VP-Communications collective talents in every brand, region the firm. “We found at Arena Football Cooper League and held and function to ensure our sustainable, that in Dale,” said media positions at profitable future,” he said in a statement. Booth, who retains Alabaster was Senior VP at L’Oréal, a leadership role NBA’s Phoenix Suns and National Football where she developed its corporate media, and reports, with League’s Arizona Cardinals franchises. Most recently, Cooper was running his PA and sustainable development opera- Bornstein, to Tim own sports PR shop, counseling greats tions. Dyson, CEO of par- such as one-time NFL MVP Kurt Warner, At Estée Lauder, she reports to Gregory ent Next Fifteen and publicity surrounding Super Bowl Polcer, EVP of Global Supply Chain, and Communications Bornstein and NCAA Final Four mega-events. Peter Jueptner, SVP, Strategy and New Group. Daytona International Speedway, U.S. Business Development. The company Dyson, Google, Golf Assn. and IRONMAN are among has, over the past two decades, been American Express and Green Mountain clients on the Parsippany, N.J.-based associated with breast cancer research Coffee Roasters are among the firm’s firm’s sports roster.£ thanks to the advocacy of the late clients. Evelyn Lauder, who played a key nrole i Bornstein was Director of Global creating the iconic “pink ribbon.” It has Practices at Ketchum and part of its nine- faced some criticism for its staunch member executive team, in additiono t MWW puts Bite in tech support of Israel. managing its sports/entertainment unit. unit Before entering the cosmetics industry Her consumer experience spans IKEA, in the early 1990s, she was Assistant ConAgra, Kodak and Frito-Lay, to name Brand Manager for Marlboro at Phillip a few. She earlier lead the firm’s global yan Wallace, who led Bite Global’s Morris USA. £ brand and food practices New York outpost, has shifted Next Fifteen acquired M Booth in 2009. Rto MWW as VP-Enterprise & The firm had nearly $14 million in rev- Technology. Zelenko to guide NBC enue in 2011. £ At Bite, which is part of Britain’s Next Fifteen Communications Group, Wallace news PR handled clients such as SAP and PA heavyweight Sexton Plantronics. li Zelenko, Senior VP of joins Burson in NY MWW counts Samsung Mobile Communications for Time Inc.’s Enterprise, NQ Mobile, Automic and Anews group, has taken the same Ancile Solutions on its hi-tech roster. title at NBC News. lan Sexton, who was executive Ephraim Cohen, Executive VP-Media The hire is among the first made by new VP at Global Strategy Group, has Innovation and Chair of the Technology NBC News president Deborah Turness, Ajoined Burson-Marsteller as New and Content practice, oversees MWW’s who joined in August from ITV News in York market leader. tech unit. £

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WASHINGTON REPORT Drone maker gears up for PR combat

rone maker AeroVironment is relying on Joele Frank, Wilkinson Brimmer Katcher as a potential showdown Dlooms with a disgruntled institutional investor at its October 4 annual meeting. Engaged Capital, which controls a 5.1% stake in Monrovia, Calif.-based AV, has complained about its investment’s “failure Southern Co. to deliver meaningful Burson-Marsteller’s Laura Sheehan moved to ACCCE in shareholder returns September. £ over any relevant time period.” The compa- Ex-Congressman Does PA for ny’s stock is trading at $23.31. The 52-week range is $24.64 and $16.98. Occupied Cyprus EC principal Glenn Welling faults AV for failing to address any of his concerns. The company has rebuffed his demand for ormer Brooklyn/Staten Island Congressman Mike a board seat. McMahon is handling public affairs/government relations EC, which uses ICR for investor relations duties, had Fduties for the Turkish Republic of Northern Cyprus, the planned to run Welling for a board seat. occupied section of Cyprus. It scuttled that plan on September 11, deciding that one board The Democrat is working as lead on a $200,000, one-year con- seat would have little overall impact on corporate direction. tract won by Herrick Feinstein in New York. EC promises to withhold its votes for the three company- Turkey invaded the northern part of the Republic of Cyprus in nominated directors and to freely communicate its displeasure 1974 following a Greek Cypriot-led coup aimed to make the about AV’s performance directly to its shareholders, analysts island part of Greece, Turkey’s historic archrival. and financial advisors over the next year. Another round of United Nations negotiations geared to the AV posted a $7.2 million loss during its most recent quarter reunification of Cyprus resumes in September. According to HF’s as sales declined 25% to $44 million due to what CEO Tim contract, Team McMahon is to arrange Congressional visits to the Conver blamed on “continued delays in government con- Turkish Republic of Northern Cyprus, a state recognized only by tracts.” Turkey, and promote a positive image for it in the media. The company recently won its biggest contract, a $36.7 mil- Tea Party-backed Republican Michael Grimm defeated lion deal with the Army for the Switchblade tactical missile McMahon, a former member of the House Foreign Affairs com- system. £ mittee, in 2010. McMahon also handled the development, and construction of Blueprint lands clean coal Turkey’s expanded consulate in New York, across from the £ spokeswoman United Nations’ General Assembly building. Spring O’Brien re-works isa Camooso Miller, architect of the American Coalition for Clean Coal Electricity’s promotional blitz in favor of the China’s US tourism push Lclean burning of America’s most abundant energy source, has moved to Blueprint Communications, a Republican PR shop. ew York-based travel specialist Spring O’Brien is han- She will join the shop headed by HDMK veterans Chad Kolton dling the revamp and re-launch of the China National and Jim Morrell in October. NTourist Office’s campaign to woo U.S. travelers beyond Miller also was Communication Director at the Republican the country’s “bucket list” sites. National Committee and Commerce Dept. liaison to the Bush II Yaping Xue, Director of the CNTO, said the campaign aims to White House. broaden China’s appeal to U.S. travelers and enhance the coun- Morrell was Deputy Chief of Staff to then House Republican try’s brand. That includes a new trade advertising push, logo and Conference chair Deborah Pryce of Ohio. Earlier, he was doing branding campaign created by SO and based on an in-depth con- crisis work at Quinn Gillespie & Associates and spokesperson in sumer study by travel research firm PhoCusWright. President George W. Bush’s media shop. The study found that while “bucket list” sites like the Great Wall Kolton was Press Secretary at the White House Office of and Forbidden City were well-known among U.S. travelers to Management and Budget and Deputy Press Secretary for the HRC Asia, few knew of other experiences available in China. The SO- when now Majority Leader John Boehner headed the group. devised campaign will aim to urge Americans “off the beaten ACCCE represents corporate titans such as Arch Coal, path” to active and cultural experiences in the country. American Electric Power, Peabody Energy, Union Pacific, China’s outreach to U.S. travelers is focused on four niches: Caterpillar, BNSF Rail and Consol Energy, Buckeye Power and luxury, soft adventure, educational, and senior travel. £

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International PR News APCO takes on Mexico PR ment through Nov. 30. There is neither a specific contract nor letter of agreement between the parties. PCO Worldwide has scooped up a $50,000 project to The D.C.-headquartered firm reports to ambassador Lana gauge the attitude held by Americans and U.S. opinion Nusseibeh, permanent representative of the UAE to the UN. Aleaders toward Mexico’s new President, Enrique Pena Nelson Fernandez, APCO’s managing director of the New Nieto, who took office last July. York office leads the account. Prior to APCO, he spent a dozen His defeat of Vincente Fox marked the return to power of years at Burson-Marsteller, working on clients here and in Mexico’s Institutional Revolutionary Party, which hasn’t ruled the South America. country for more than 70 years. Jeffrey Porter, Julie Jack-Preisman, Annie Verderosa, Victoria Following his election, Nieto’s transition team turned to Crawford, and Kimberly Hartman backstop Fernandez. £ Omnicom’s Chlopak Leonard Schechter & Assocs. for communications counsel covering a broad range of topics including developments in U.S./Mexico ties. McBee files Nigeria pact CLS&A didn’t have a formal contract with Team Nieto, which cut ties with shop on December 30, a month after Mexico’s new cBee Strategic Consulting, which began work for leader took office. Nieto has launched a sweeping overhaul of Nigeria on July 18, is in line for $513,000 in fees Mexico’s tax system and has moved to open up the country’s vast Munder the six-month contract it has just filed with the energy resources to foreign investors. Justice Dept. His plan of “transformational” policies has triggered noisy street The range of services include generating media messaging demonstrators and howls from Mexico’s leftish opposition. narrative, developing thought leadership opportunities, promot- APCO’s work is via Nodo Research. £ ing news media engagement, increasing social media activity, stakeholder development and media monitoring. Nigeria, which is Africa’s most populous country and the APCO handles UAE’s UN duties world’s No. 13 oil producer, paid McBee $50,000 on July 18 to cover expenses. PCO Worldwide is providing PA support for the Arab The firm will submit additional invoices for expense Emirates’ United Nations mission through the opening advances once the initial deposit is nearly exhausted. Aof the new session of the General Assembly this week. Unused portions of the advance will go back to the Nigerians, The $300,000 project covers strategic counsel, media relations, who also use WPP Glover Park Group and Omnicom’s event support, website development, and stakeholder engage- Mercury Public Affairs for PA work. £ 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.

Taiwan Democratic Progressive Party Mission in the U.S, Taipei, Taiwan,registered September 6, 2013 for Democratic Progressive Party, Taipei, Taiwan, for meetings with government officials, Congressional members and staff, think tank analysts and the public to discuss US-Taiwan relations and developments within the Democratic Progressive Party.

Lewis Baach, LLC, Washington, D.C., registered August 23, 2013 for International Counsel Bureau, Kuwaiti Counsel for the Families of Kuwaiti Citizens, Kuwait, to obtain due process for the Kuwaiti detainees in U.S. custody at Guantanamo Bay.

Locke Lord Strategies, L.P., Washington, D.C., registered August 20, 2013 for Deputy Minister of Natural Resources and Tourism for Tanzania, Lazaro Nyalandu,Dar es Salaam, Tanzania, to facilitate meetings with US administration officials and congressional staff. 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.

ML Strategies, LLC, Washington, D.C., registered September 20, 2013 for T-Mobile USA, Inc., Washington, D.C., regarding issues related to telecommunications.

Republic Consulting, LLC, Hebron, KY, registered September 20, 2013 for Teradata Corporation, Dayton, OH, regarding the Digital Accountability and Transparency Act, transparency in federal government data and IRS oversight issues.

APCO Worldwide Inc., Washington, D.C., registered September 18, 2013 for Nilit America Corporation, Greensboro, NC, regarding market access relating to apparel imports.

Patton Boggs LLP, Washington, D.C., registered September 18, 2013 for AudioEye, Inc., Tuscon, AZ, regarding compliance with the Communications and Video Accessibility Act.

OCTOBER 2013 3 WWW.ODWYERPR.COM 57 Octmagazine_Layout 1 9/30/13 12:25 PM Page 58

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