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Oct. '20 Healthcare & Medical PR Magazine (PDF) pg. 8 pg. 54 pg. 65 COVID-19 hits health insurance Profiles of healthcare PR firms Rankings of healthcare PR firms Communications & New Media Oct. 2020 I Vol. 34 No. 6 Crisis: COVID-19 in nursing homes Health PR in a pandemic The Healthcare IssueTips for representing healthcare technology clients The biopharma communications balancing act Combating vaccine misinformation Pharma’s high-stakes moment Clinical trial recruitment in the COVID-19 eraPR & COVID-19 research How telehealth has transformed consumer behavior When the PR pro becomes the patient OCTOBER 2020 | www.odwyerpr.com ......................................................................... Vol. 34, No. 6 Oct. 2020 EDITORIAL COVID’S CHALLENGES FOR COMMUNICATORS COVID-19 PANDEMIC HITS 6 38 UNLOCKING CLINICAL HEALTH INSURANCE TRIAL RECRUITMENT COVID-19 RESPONSE SLAMS 8 40 WOMEN MUST PRIORITIZE U.S. IMAGE OVERSEAS PREVENTIVE CARE PHARMA MARKETING’S 9 54 HIGH-STAKES MOMENT 42 WIDENING THE FOCUS IN COVID-19 RESEARCH IN CRISES, HEALTHCARE 10 CLIENTS NEED TO ACT 44 HEALTH’S DEFINING MOMENT FOR TRUST SHIFTING HEALTHCARE 12 COMMS STRATEGIES 46 EMPATHY-DRIVEN BRANDS REIMAGINE SELLING MODEL MAYBE DOCTORS WILL 14 SAVE US ALL 47 LEADING THROUGH EQUITY AND ACCOUNTABILITY EVERY DAY IS A CRISIS 16 65WWW.ODWYERPR.COM IN A PANDEMIC 48 MEDIA ACTIVATION MUST Daily, up-to-the-minute PR news PUT AUDIENCES FIRST COMBATING VACCINE 18 MISINFORMATION 50 THE BIOPHARMA COMMUNI- CATIONS BALANCING ACT WHEN A COMMUNICATOR 20 BECOMES THE PATIENT 51 THE COVID CRISIS CHALLENGE HOW TO BUILD TRUST 22 IN NURSING HOMES IN TELEHEALTH 52 THE BODY LANGUAGE OF MANAGING HEALTHCARE 24 HEALTHCARE COMMS IN A PANDEMIC 53 PROFILES OF HEALTHCARE CONGRESS, CAR SALES 26 COMMUNICATIONS FIRMS AND HEALTHCARE 54 RANKINGS OF HEALTHCARE HOW COVID IS SHIFTING 28 COMMUNICATIONS FIRMS PHARMA’S REPUTATION EDITORIAL CALENDAR 2020 65 WASHINGTON REPORT January: Crisis Comms. / Buyer’s Guide HEALTHCARE PR: WHAT’S 29 March: Food & Beverage THE NEW NORMAL? 68COLUMNS May: PR Firm Rankings REPRESENTING CLIENTS 30 July: Travel, Tourism & International IN HEALTHCARE TECH PROFESSIONAL DEVELOPMENT 66 Fraser Seitel August: Financial, I.R. & Prof Services THE IMPACT OF THE 32 October: Healthcare & Medical FINANCIAL MANAGEMENT PANDEMIC 67 Richard Goldstein November: Technology & Social Media 34 ADVERTISERS 5W Public Relations ....................................... 3 Hager Sharp ................................................. 13 MP&F Strategic Communications................... 8 Agency Ten22 ............................................... 21 ICR ............................................................... 39 Padilla ........................................................... 49 Bliss Integrated Communication ................... 31 Imre, LLC ...................................................... 27 Crosby .......................................................... 41 Jarrard Phillips Cate & Hancock, Inc. ........... 35 PAN Communications, Inc. ........................... 17 Crosswind Media & Public Relations ............ 11 JPA Health .............................Inside front cover Racepoint Global .......................................... 45 Edelman ................................................. 36, 37 Landis Communications Inc. .......................... 9 The Reis Group ............................................ 19 Finn Partners .................................. Back cover LaVoieHealthScience ................................... 23 Stanton ......................................................... 33 FTI Consulting Strategic Communications ... 43 McCabe Message Partners .......................... 25 GCI Health ...................................................... 7 MCS Healthcare Public Relations ................ 15 W2O ............................................................... 5 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. 25, 2020. 4. & 5. Frequency of issue/Number of issues: Bi-monthly/7. 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 (John O’Dwyer) and Editor (Jon Gingerich) are at 271 Madison Ave., New York, NY 10016. Stockholders: John M. O’Dwyer and Christine 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 2020. A-I: Extent and nature of circulation: A. Average No. of copies each issue during preceding 12 months: 1,071. Actual No. of copies of August 2020 issue: 900. C. Average paid and/or requested circulation during preceding 12 months: 618. Actual paid and/or requested circulation for August 2020 issue: 545. E: Average total non-requested distribution by mail and outside the mail for preceding 12 months: 278. Actual non-requested distribution by the mail and outside the mail for August 2020 issue: 296. F: Total average distribution for preceding 12 months: 896. Actual distribution of August 2020 issue: 841. G: Average number of copies not distributed preceding 12 months: 175. Actual number of copies of August 2020 issue not distributed: 59. H: Average of total distribution and copies not distributed for preceding 12 months: 1,071. Sum of total August 2020 issue distributed and not distributed: 900. I: Average percent paid and/or requested circulation for preceding 12 months: 69%. Actual percent paid and/or requested circulation for August 2020 issue: 65%. I certify that all information furnished above is true and complete. John O’Dwyer, Publisher, J.R. O’Dwyer Co. EDITORIAL Twilight of the idiots dmit it: this probably wasn’t the October surprise you envisioned. There’s an appre- ciable irony in the news that President Trump and First Lady Melania—as well as Kellyanne Conway, Hope Hicks, Chris Christie and a veritable clown car of Trump EDITOR-IN-CHIEF A Kevin McCauley notables—had tested positive for COVID-19. But I can’t help but feel this might also be the [email protected] development that shuts down the circus for good. Call it karma, call it poetic justice. One thing’s for sure: It’s impossible to quantify at present how this unforeseen turn of events will affect Trump’s re-election (you’re wrong if you think PUBLISHER Donny’s diagnosis automatically seals the deal for Joe Biden). On the other hand, it’s not con- John O’Dwyer troversial to surmise that, with only a month out until Election Day, this turn of events has [email protected] dumped cold water on Trump’s campaign, given in-person rallies and debates have been put on hold during the final stretch of a race for which poll after poll indicates he’s losing. SENIOR EDITOR Worse, Trump is now personally responsible for seeing the national conversation return to Jon Gingerich a crisis he pretended wasn’t real (How exactly do you contract a “hoax” that “affects virtually [email protected] nobody” and “will be gone by Easter” anyway?). It’s cringeworthy enough to get the “China Virus” days after ridiculing Biden for wearing a mask; falling victim to a pandemic he down- ASSOCIATE EDITOR played for months undercuts critical elements of his reelection message: it exposes his mis- Steve Barnes handling of the virus, confirms the country remains in uncertain territory and reinforces the [email protected] notion that he’s failed to address a disaster that’s killed more than 200,000 Americans. Four CONTRIBUTING EDITORS more years, anyone? Fraser Seitel Trump re-wrote the election playbook. He galvanized a populist movement by addressing Richard Goldstein the grievances of a sizable portion of the electorate who hadn’t been represented in election cycles for decades. He proved that emotions matter more than metrics in politics, that you need to go where the energy is—something Biden still needs to figure out—essentially running EDITORIAL ASSISTANTS on a promise to return America to halcyon days that never really existed. And until COVID & RESEARCH happened, when the economy was booming and unemployment was under four percent, it Jane Landers was beyond clear that he’d clobber Biden in a general election and waltz into a second term. Melissa Webell Politics always distorts reality to a degree, but Trump’s supporters live in a special kind of fantasy world. Again, this speaks to his persuasiveness. Trump’s a con man who’s arguably the Advertising Sales: least capable and most incompetent American president in history, but I’ll be damned if he John O’Dwyer doesn’t know how to hook an audience, develop a product and sell it to the hilt. And for four [email protected] years, the rest of us have been waiting for the spell to break, for the Trump cargo cult to arrive at a nadir, some moral bottom that doesn’t exist. Virtually every month since he announced his candidacy five years ago, there’s been another bridge too far, another “he really did it this O’Dwyer’s is published seven times a year time” moment. And yet nothing seemed to give. The lies, the bullying, the name calling, the for $60.00 ($7.00 a single issue) by the J.R. O’Dwyer Co., Inc. conspiracy theories, the idiotic tweets. It didn’t matter that he cheated on his taxes or cheated 271 Madison Ave., #600 on his wives or cheated his way out of Vietnam. It didn’t matter that he courted white suprem- New York, NY 10016. acists or kept migrant kids in cages or cozied up to dictators or referred to soldiers as “losers” (212) 679-2471
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