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

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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 Fae: (212) 683-2750. and “suckers.” The most fascinating thing about the Trump era is that it has put into focus a phenomenon that essentially amounts to a willful denial of reality when you finally get what © Copyright 2020 J.R. O’Dwyer Co., Inc. you want after being on the losing side of the culture wars for three decades. It isn’t unlike the psychology of abusive relationships: make me feel wanted, and I’ll excuse any behavior OTHER PUBLICATIONS: you throw at me. Trump’s recklessness, boorishness and callousness are recast as instances of craft. Years of consecutive financial losses are somehow the makings of a shrewd business- www.odwyerpr.com man. Anytime he makes an absurd statement—like advocating injecting disinfectant to kill Breaking news, commentary, useful data- the coronavirus—he’s somehow both making a medically-sound claim and telling a joke at the bases and more. same time. The “us versus them” mindset in our political discourse has reached such dizzying O’Dwyer’s Newsletter heights that we now reside in a sort of quasi-parodic “Black Mirror” episode where everyone A six-page weekly with general PR news, gets their own personalized confabulation of reality. His supporters endorse the tortuous logic media appointments and placement that something is true only when you want to believe it. What’s wrong for everyone else is fine opportunities. when our camp does it. The loudest voice in the room wins. O’Dwyer’s Directory of PR Firms And now, after nearly four years of incompetency, philistinism and science denial, this com- Listings of more than 1,250 PR firms edy of errors has arrived at an inevitable—albeit unexpected—conclusion: Trump has con- throughout the U.S. and abroad. tracted a disease many of his followers didn’t even believe existed. It’s a stunning development, O’Dwyer’s PR Buyer’s Guide not only due to the fact that Trump’s own diagnosis lays bare his mishandling of the pandemic, Products and services for the PR industry but because for the first time, he and his supporters have finally been forced to contend with in 50 categories. reality. Trump has become a victim of his own failures. He’s now been placed in the unenviable jobs.odwyerpr.com position of showing by example what happens when you know the risks but ignore the science O’Dwyer’s online job center has help and refuse to take the proper precautions. The illusion has failed, or as Trump said himself: “it wanted ads and hosts resume postings. is what it is.” 

—Jon Gingerich

6 OCTOBER 2020 | WWW.ODWYERPR.COM

REPORT COVID-19 pandemic hits health insurance The rate of uninsured Americans is on the rise in the wake of the pandemic, and a new survey from Finn Partners finds that Black Most of those who remain insured (76 Americans and young people are the hardest-hit groups. percent) said they have no plans to change By Steve Barnes their current coverage. That number was slightly lower for those who considered ealth insurance coverage is taking a was found among people between 18 and themselves to be in excellent health (65 per- hit due to COVID-19, and the loss 26, and those without a high school diplo- cent) or poor health (72 percent). Hof coverage is coming down hardest ma. When it comes to what they are looking on Black Americans and young people, Respondents to the September survey for in a health insurance plan, a majority of according to a new survey from Finn Part- said that a big part of the overall jump respondents (62 percent) said that afford- ners. in the number of uninsured Americans ability was a “very important” factor, with “The State of Health Insurance in was caused by the pandemic. While eight 52 percent saying that services and drugs COVID-19 America,” which was con­ percent of white respondents said that covered, and being to see their preferred ducted by Civis Analytics, surveyed U.S. COVID-19 was behind their loss of insur- providers were major considerations. adults in February, June and September. ance, that number rises to 10.4 percent for “These Civis survey data lay bare the It found that the rate of uninsured Amer- Black respondents. Almost a quarter (23 far-reaching impacts of systemic racism in icans rose 2.7 percent (to 14.7 percent) percent) of Black respondents who had lost America—and the consequences of an in- between February and September, adding their coverage due to COVID-19 remain surance system tied to employment,” said 6.7 ­million people to the ranks of the un- uninsured. Gil Bashe, Managing Director of Finn’s insured. Perhaps even more disturbing, many peo- global health practice. “COVID-19’s racial For Black Americans the rise in the unin- ple who have lost their coverage say they are impacts are not confined to medical chal- sured rate was much steeper, going from 17 not making any plans to replace it. Almost lenges. The pandemic is making it more percent in February to 26 percent in Sep- half (46 percent) of currently uninsured re- difficult for people of color to continue to tember. White Americans saw only a one spondents said they were not planning to work and, as a result of those job losses, to percent jump, from 11 to 12 percent, in the purchase health insurance this year, up sig- retain the security that health insurance same period. nificantly from the 33 percent who said the provides, which enables people to access The highest uninsured rate (27 percent) same thing in February. preventive medical care.” 

8 OCTOBER 2020 | WWW.ODWYERPR.COM COVID-19 response batters U.S. image overseas

The Trump administration’s mishandling of the COVID-19 pandemic has battered America’s image around the world, according to the Pew Research Center. By Kevin McCauley

ccording a recent report by Australia is next at 23 percent followed ping (19 percent, 78 percent) rank next in the Pew Research C­enter, the by Canada (20 percent), UK (19 percent), the confidence/no confidence ratings. ATrump administration’s mis- Netherlands (18 percent), South Korea Pew also polled Americans on Trump’s handling of the COVID-19 pandemic (17 percent), Spain and Italy (16 percent), handling of COVID-19 messaging and gave has left the United States’ reputation in tat- Sweden (15 percent), France (11 percent), him poor marks. ters. Germany & Denmark (10 percent) and Bel- Nearly six-in-ten (57 percent) believe The Center’s Sept. 15 survey of 13 allied gium (9 percent). Trump has been delivering the wrong mes- and partner nations finds the share of the Pew found that Trump is less trusted than sage about the pandemic and two-thirds public with a positive view of America is as the leaders of Germany, France, UK, Russia say his administration “only sometimes or low as it has been at any point since it began and China. Only 16 percent of the survey hardly ever gets the facts right about the polling on this topic about 20 years ago. respondents believe Trump “would do the outbreak.” Only 41 percent of the British people right thing regarding world affairs,” com- Americans consider the Centers for Dis- have a favorable view of the U.S., while pared to 83 percent who expressed no con- ease Control and Prevention and other France’s 31 percent rating matches that of fidence in the US president to do the right public health organizations the most trust- March 2003, which was at the height of thing. ed source when it comes to COVID-19. Fif- U.S.-France tensions due to the Iraq War. Germany’s Angela Merkel has the highest ty-seven percent of Pew’s respondents say A little more than a quarter (26 percent) of marks as 76 percent of those polled have they get it right either most or almost all of Germans have a positive view of the US. confidence in her while 19 percent have no the time. The U.S. mishandling of the COVID-19 confidence. Local media (47 percent), governors pandemic is a major reason for the declin- France’s Emmanuel Macron (64 percent, (46 percent), news media in general (40 ing image, according to Pew. 32 percent), UK’s Boris Johnson (46 per- percent), friends/family (28 percent) and The Japanese (25 percent) top the list cent, 46 percent), Russia’s Vladimir Putin Trump and his administration (27 percent) when it comes to “confidence in Trump.” (23 percent, 73 percent) and China’s Xi Jin- rank next. 

WWW.ODWYERPR.COM | OCTOBER 2020 9 FEATURE Pharma marketing’s high-stakes moment Now is the time to forge connections with the audiences that matter most. By Sarah Fox he pandemic has disrupted every fac- is the time to step back and evaluate your In addition, patients know a faceless or- et of life, making many things more current narrative for key audiences. Be ganization or entity can’t really care about Tcomplicated and others more appar- sure that your communications approach them—but a relatable patient story, a car- ent than ever. For pharma, this is a unique remains relevant in this fluid environment, ing medical officer or lab researcher can inflection point. when a disease outbreak can upend every- embody the compassion we all need. Let For many companies, the path forward thing. them know you’re an organization of real will largely depend on how well they con- Recognize that your stakeholders’ world people who share their concerns every day, sider and connect with the audiences that view has changed. Their priorities, values especially in this moment. matter most. And the best connections and attention spans have shifted. Yet they’re Connect with physician groups come from a place of purpose and honesty. still looking for guidance, assurance, an- Physicians and other But connections aren’t easy in this vola- swers and expertise. healthcare providers tile landscape. And for those tasked with If you’re uncertain of your stakeholders’ juggle multiple roles advancing COVID-19 therapeutics and mindsets—or whether your messages are every day. They have vaccines, the scrutiny makes the stakes resonating—consider auditing your stake- precious little time, and higher than ever. holder communications, reassessing your often, overlapping loy- Some pharma companies will rise to the messaging platforms or even conducting a alties and pressures. occasion. They’ll emerge with a stronger vi- perceptions survey. HCPs are at the front sion and purpose as well as new influence In words and tone, platform and posi- line of their patients’ well-being and respon- and growth opportunities. And perhaps tioning, be intentional, authentic and com- Sarah Fox something even more valuable: a clearer passionate. Focus on your audience’s needs sible for access to care. understanding of who they are and how first and pay attention to how the pandemic They’re also at the front line of the corona- they matter. This is a chance to transcend is affecting them. virus pandemic. the transactional, to make a personal im- Here’s how to think about connecting They’re beholden to their health system pact with a human touch. with three common stakeholder groups for its profitability and development, and Today, longtime competitors have set now. worried about bringing routine care back aside their rivalries and pledged their Show patient groups you care—credibly to their medical settings, which has been common commitment to public health in Patients are suffering from whiplash. On disrupted by the pandemic. To stay afloat, a unified, reputation-raising effort for the one hand, they’re traumatized by coronavi- they need to be on point for reimburse- entire industry. Some are even open sourc- rus causalities—and a host of health condi- ment. They’re also expected to stay abreast ing their proprietary data, while others are tions that may—or may not—increase their of emerging science and studies. donating product to the cause. individual risk. They seek comfort and re- Remember that, on top of these pres- These magnanimous efforts could hasten assurance, as well as acknowledgement of sures, they’re constantly bombarded with a therapeutic or preventive intervention for their distress over the pandemic. new data and emerging research from in- COVID-19 and help spare countless lives Yet many are also delaying routine pre- stitutions and investigators. So, the easier while reinvigorating the economy. ventive care and vaccinations. The patient your data is to read—and the more con- The industry’s unified efforts to address journey has always been complex, but now cise—the likelier your content will make an the pandemic—to battle a global existen- there are more nuances and variables, cre- impression. tial threat—has the potential to galvanize ating the need for tailored and focused And instead of focusing on the numbers, company reputations and burnish their communication strategies to reach differ- focus on the insights from the data: how it brands. It could boost stock value and bol- ent patient segments. can make their jobs easier and make their ster patient and provider confidence in the Complications have grown with interactions with patients more productive. ways they work to serve communities and COVID-19, with attention spans shorter, Woo the research community with stories address needs. anxiety higher and the need for precise Amid the complexity of scientific ex- So, how can pharma companies best meet communications even greater. Now is the change, it’s easy to become fixated on data this singular moment? By genuinely ac- time to re-evaluate your approach to en- points. But using storytelling techniques to knowledging their audiences’ angst, uncer- sure that you’re communicating authenti- share your data can bring the main conclu- tainties—and hopes for the future. Wheth- cally and with humanity. sions and takeaways to life. er they’re employees, investors, patients, To be authentic, aim for realism and hon- All humans—yes, even highly analytical healthcare providers, research partners, esty. Acknowledge that while the pandemic researchers—are wired to respond emo- suppliers, legislators or regulators. challenges all of us, patients must still pay tionally to stories. And stories make stats Now, when everything from patient attention to other health conditions and stickier. journeys to supply chains is scrambled, prioritize good health habits. Even simple narratives add context and sure-footed, purpose-driven communica- Share patient stories of inspiration and purpose to data, transforming it from hy- tion will carry the day, helping to navigate survival. These narratives will resonate potheses, conclusions, figures and tables a path toward an unseen future that feels strongly, especially if they reflect the strug- into a compelling case for new thinking murkier than ever. gles and imperfections of real people. Be and action. If you’re charged with marketing or com- sure your patients can see themselves in the munication for a pharma company, now patients you portray. _ Continued on page 21

10 OCTOBER 2020 | WWW.ODWYERPR.COM

FEATURE In crises, health sector clients need to act anxiety stems from two sources—the pan- Crises have a way of revealing character, and the twin 2020 crises demic and racially-motivated violence—yet of systemic racism and the COVID-19 pandemic have demanded they’re less likely to seek help, according to that companies take action. the National Council for Behavioral Health. Our payer, provider and hospital clients can By Arielle Bernstein Pinsof, John Bianchi and Michael Heinley do much more here, lowering barriers to n America today, we face two looming As communicators, we must support ac- care for Black Americans, especially those crises: the pandemic and systemic racism. tors throughout the health ecosystem to who have lost insurance, and investing in IAnd though they may appear unrelated, make changes that will help stem these community-based pub- they’re closely interlinked. COVID-19 has growing threats to individual, national, lic health education to hit those in poor health most severely; this and economic health, and especially to reduce stigma associat- means that Black and brown Americans— our health equity. Here are five approach- ed with mental-health already less healthy, less well-paid, less se- es for us to consider when counseling our needs. curely employed and, consequently, less health-sector clients: Close the digital di- well-insured—bear the brunt of the coro- Help patients stay on their meds: With vide: COVID-19 drove navirus. According to Johns Hopkins, Black more than 10 million people estimated to widespread adoption Americans are three times more likely to get lose their insurance coverage by year’s end, of telehealth, shifting COVID-19 than whites and twice as likely according to 2020 research published by the the healthcare mind- Arielle Bernstein to die from it. Urban Institute, product developers must set to digital, and while Pinsof Americans’ health—particularly in com- seriously consider ramping-up patient-as- Mc­Kinsey estimates a munities of color—is now under assault sistance programs. Rebates, coupons, and rise in telemedicine use from COVID-19 on a different front. A providing needed drug products free of from 11 percent in 2019 survey released by Civis Analytics and Finn charge in the short term to those who have to 46 percent this year, Partners revealed an estimated 6.7 million become uninsured can help keep people on many who could ben- Americans lost their health coverage be- their medications. The needs of those with- efit most are too often tween February and September as a result out insurance are pressing right now, espe- left out. Many telehealth of COVID-19-related unemployment, and cially for Black Americans, so there is no programmers assume that Black Americans face a disproportion- better time for drug companies to be good patients have digital lit- ate risk of being uninsured. corporate citizens. eracy or speak English, John Bianchi Civis’ survey reported that while eight per- Ensure open doors for the uninsured: which isn’t always true. cent of Americans overall lost their health Hospital systems must marshal their public There’s a digital divide; insurance coverage due to COVID-19, more affairs divisions, intensifying efforts to help and to close it, we must than a quarter (26 percent) of Black Amer- those who’ve lost their insurance. In this un- urge our hospital and icans were uninsured by September, rising precedented emergency, hospitals can im- provider group clients from 17 percent in February. Latinx Ameri- prove the health of local communities and offering virtual care to cans’ uninsured rates also climbed, from 18 aid in their economic recovery by offering support patients with percent in February to 21 percent in Sep- free clinical care to those who have no job loaner smartphones and tember. In comparison, 11 percent of white and no insurance; now is the time to be a tablets, better interpret- Americans were uninsured in February, ris- good neighbor. ers and digital educa- Michael Heinley ing only slightly to 12 percent in September. Shift the fee model: Payers need to con- tion to ensure access. We This loss of insurance leaves millions sider how fee-for-service is failing our most must urge payer clients to reimburse digital without access to healthcare in the midst of vulnerable, and how they can support pa- appointments at the same rates as in-person a global pandemic. What’s more, many may tients’ immediate needs during this emer- visits. not realize it. The number of people con- gency, scaling up support for affordable Now’s the time to think creatively, engage fused over whether or not they lost health care and moving to value-based care or thoughtfully and act with purpose for a “pa- insurance increased, from 2.2 percent in primary care capitation. To stem confusion, tient-centered” industry to communicate February to 3.5 percent in September—an they must also better educate subscribers with patients who need help. These and oth- additional 3.2 million people. Among those so they understand their options for care. er health-sector responses must be under- aware that they’re uninsured, 46 percent Approaches like these that increase afford- taken genuinely; not because they’ll boost now say they don’t plan to purchase health ability and access will help the millions of reputation, but because, as gatekeepers to insurance this year, a jump from 33 percent Americans who’ve become uninsured now and providers of care, we have a responsibil- last February. and after the pandemic is over. ity to help. We must do it because it’s right. The numbers add up to reduced access to Address mental health: it’s the epidemic In adversity, our true natures shine care when people need it most, exacerbating within an epidemic. More than a third of through. This isn’t the case only with peo- and laying bare the effects of systemic rac- Americans reported symptoms of anxiety ple, but with companies as well. Right now, ism on our nation’s and neighbors’ health. or depression in July, according to the U.S. the twin crises of the pandemic and sys- The health sector has a responsibility to act, Census Bureau and National Center for temic racism require companies to act. As communicating with clarity so that people Health Statistics, compared to about 11 per- communicators, we must counsel our client have the information they need. All play- cent in the first half of 2019, while Express­ partners to do so with responsibility and ers—whether product innovators, payers, or Scripts found prescriptions for anti-anxiety humanity. providers—must rally to their patient-care and insomnia medications and anti-depres- Arielle Bernstein Pinsof is Partner, John Bi- mission, backing up their good words with sants rose 21 percent in the first month of anchi is Vice President and Michael Heinley meaningful deeds. the pandemic. For many Black Americans, is Senior Partner at Finn Partners. 

12 OCTOBER 2020 | WWW.ODWYERPR.COM

FEATURE Shifting healthcare communications strategies Failure to stay relevant is a catastrophe for PR professionals, but in working. Many organizations are trying to the chaotic and uncertain COVID-19 era, keeping organizations and replicate that connection on social media but being in the presence of another human clients relevant has become the primary determinant of success. being is impossible to replace, although on- By Sharon Reis line platforms are still trying to figure it out. For one of our in-person communi- or all of us, not just those in healthcare say they’re focused on their mental health ty-based campaigns, we shifted everything communications, this has been a year now more than ever. online and eliminated all printed materi- Fof chaos. We were forced to repeatedly COVID-19 hit particularly hard for als. One of our clients was in the middle of adapt to a rapidly changing environment some of our primary clients, whose work testing a campaign focused on health and and continually learn unexpected lessons missions put them on the frontlines of the well-being, focused on reaching the under- for moving forward in this bewildering new pandemic. Key client concerns shifted in- served population in five pilot markets. The reality. stantly and strongly to anything and every- “TakeCare” project is We were pushed to constantly reevalu- thing COVID: safety and personal protec- all about the power that ate messaging and positioning to demon- tive equipment, clinician burnout, the surge every one of us has to strate engagement and sensitivity to the in telehealth and teletherapy, the incredible improve our own health COVID-19 crisis. For every news story, impact of the social determinants of health, and well-being. What social post, speech and product, PR pro- the no-visitor rules at care facilities, con- makes this campaign fessionals needed to take daily and weekly stantly changing care guidelines, patients different and exciting checks on the environment to figure out forgoing care, postponed surgeries—and is the use of newly pro- when and how it was appropriate to step in people dying. duced documentary and step up. The media world changed too.For a film shorts with real Sharon Reis As a healthcare PR agency, our first pri- firm that prides itself on excelling in earned people taking small ority in this tumultuous time is taking media relations and thought leadership, we steps to make real changes in their lives. care of our team. The only way we can serve needed to reconfigure how we shared our These films make emotional connections our clients well is if we first take care of our- clients’ perspectives. Consider the state of and inspire behavior change. Since we could selves. For our team, self-care is no longer media during the first half of this year: no longer be in-market, we pivoted quickly a luxury. It’s a survival mechanism. When • Hundreds of journalists were laid off to online. Within 30 days, we launched a the federal Emergency Declaration hit, we at Vice, Quartz, The Economist, BuzzFeed, digital micro-campaign within TakeCare, to abandoned our Washington, D.C. office and Condé Nast and elsewhere. specifically help people during COVID-19. went fully remote. It was a seamless tran- • According to the New York Times, nearly We released five engaging film shorts that sition because we already offered our team 40,000 employees of news media companies shared powerful stories of people who have members “Work-from-Home Fridays.” It were furloughed, laid off or had their pay transformed their health and well-being was our best answer for telework. When we cut. through small steps, and highlighting topics opened our small, woman-owned business • COVID-19 has literally killed nearly 100 that were particularly relevant in the new four years ago, we started working remote- weekly and daily publications, bringing the environment: stress relief, building com- ly once a week on the day of your choice. total to roughly 1,800 news outlets that have munity, finding meaning and purpose. But that became too confusing; some people just disappeared in the past decade. Surveys and polls are more popular than would take it, others would not. It got to the Nonetheless, there was some good news ever for the news media. I’ve never seen so point where we didn’t know whether some- about the news media: many polls covered in the news, posted on one was in or out of the office. Our solution • A Pew study found 69 percent of Amer- social media and written about by the trades, was giving everyone the benefit of Fridays icans approved of the media coverage of the aside from election season. The abundance at home, with the requirement to use video pandemic. of survey findings tells us two things. First, calls as the primary form of communica- • Other polls found that trust in broadcast they work. Second, they provide clients an tion. Did that ever pay off when the coro- and cable network news was growing; and opportunity to stay relevant, if you can find navirus hit! • Americans wanted science to guide our something newsworthy to add. I remember reading a post on Instagram way out of this pandemic. What are we looking at in 2021 for health- that said, “We are in a crisis … and work- For our clients, in-person scientific meet- care PR? We’ll continue to operate in a cha- ing remotely.” To help our own staff practice ings came to an abrupt halt. Now the vir- otic and uncertain environment. Trying to self-care, take time to nurture their men- tual or hybrid annual meeting is here to make meaningful personal connections vir- tal health and figure out their new life, we stay. A recent issue of Science explored tually will be essential. Microtargeting on immediately activated our annual summer COVID-19’s huge impact on annual scien- a single platform is a must, and our clients hours program several months early: Every- tific meetings. A human-centered artificial will need science and new data to remain a one takes a day off from work every other intelligence conference that typically draws vital part of the national conversation. Wel- Friday. It gives all of us a time to reflect, re- 3,000 attendees switched to a virtual format. come to the new normal! charge and reconnect with what matters to The result? The conference attracted more As the saying goes, “there’s wisdom and each of us personally. And the positive ef- than 30,000 participants. The reported ben- freedom in accepting that we don’t have fects are felt professionally too. efits included moderators more effectively all the answers.” While we’re figuring those We are clearly not the only ones who think screening questions and avoiding non-ques- answers out, we must strive to find ways to this kind of respite is important: according tions. The virtual meeting was more acces- keep our organizations and clients relevant. to a recent Samueli Integrative Health sur- sible and affordable. What do the meeting Sharon Reis is Principal of The Reis vey, a majority (64 percent) of Americans participants miss the most? In-person net- Group. 

14 OCTOBER 2020 | WWW.ODWYERPR.COM

FEATURE Maybe doctors will save us all

Physicians in recent years have begun leveraging social media platforms for social and political advocacy work. Here’s why PR pros should embrace this emerging trend. By Ken Deutsch and Julie Strack

e’re living in a social climate influential advocates. The discussion re- In addition to discussions about race and where life-and-death topics are sulted in a viral hashtag, #ThisIsMyLane, policing related to Black Lives Matter, many Wdivisive and politicized, includ- which was widely shared by physicians in influencers including physicians advanced ing strategies to combat the COVID-19 late 2018. For example, a prominent post parallel discussions on health equity. Statis- pandemic and address health disparities. At leveraging this hashtag by Dr. Judy Melinek tics on the disproportionate loss of life from the same time, we’re surrounded by more was retweeted more than 100,000 times and COVID-19 within underserved communi- bad information than ever before. received more than 500,000 likes on Twit- ties were frequently dis- Experts on the frontlines of our nation’s ter. Dr. Melinek also authored an article cussed alongside issues health crises are quickly adapting to the on the topic for Vox, titled, “The NRA told related to Black Lives moment. Many physicians are becoming doctors to ‘stay in your lane’ on guns. I’m a Matter. Physicians am- increasingly savvy about working through doctor. This is my lane.” Shortly thereafter, plified awareness of all social and traditional media platforms to CNN covered the controversy. these social justice is- put scientific and patient-focused perspec- A year of crisis sues and advocated for tives at the center of discussion. The dramatic events of 2020 put this trend greater equity within That was then on fast-forward, as many healthcare profes- healthcare systems. For For 10 years, JPA Health has been track- sionals elevated their voices to advocate for example, data within Ken Deutsch ing how health professionals engage among health and equity in response to urgent and JPA’s GRETEL demon- themselves and with others online through unprecedented challenges. In March 2020, strates that posts from GRETEL, our proprietary insights plat- medical professionals of every specialty medical professionals form. In the past, it was commonplace to commented on COVID-19 more frequent- on #BlackLivesMatter see health professionals using social me- ly than topics within their specialty area or were roughly equiva- dia—in a professional capacity—limit their any other health issue. While the conversa- lent in June to posts on posts to their area of expertise. tions started with the cancelling of medi- their medical special- However, once in a while, these provid- cal conferences and support for healthcare ties. ers might address political and social issues workers directly impacted by COVID-19, What happens next ranging from disparities in care to sexism the conversation shifted to amplify broader Advocacy for political in their profession. However, when we public health messaging around #Flatten- and social issues relat- Julie Strack looked at patterns in the use of specific key- TheCurve and calls for PPE production. ed to public health are words and hashtags, we found that topics When discussions on measures to com- likely to continue accelerating in the future. directly related to medical specialties (i.e., bat the pandemic on individual and sys- Many people across the nation, including oncology, surgery) outpaced discussions on temic levels became politically divisive, physicians, increasingly understand the ur- general social issues. healthcare professionals took leading roles gency of promoting sound science within This started to shift two years ago, and the in advocating for research-based public public conversations. trend has dramatically accelerated in 2020. health measures, such as social distancing But while interest in communicating is Today, physicians are discussing social and wearing a face covering while in public. increasing among physicians and scientists, issues more frequently than issues directly For example, following a statement from debates continue about the most effective related to their medical specialties. They’re President Trump in March that he’d like ways to promote scientific information frequently discussing topics related to both to see the nation’s businesses and churches and avoid sharing content that either may public health and social justice, including open by Easter, physicians vocally pushed intrude on patient privacy or sow further advocacy for research-based measures to for continued social distancing to protect division. slow the spread of COVID-19, support for the public. The Council of Medical Special- For instance, some criticized #ThisIsMy- Black Lives Matter and visibility of the dis- ty Societies, a coalition representing more Lane social media posts—which contained proportionate impact of the pandemic on than 800,000 physicians, authored a letter images of gun violence—for being too underserved communities. to the administration to “support travel and graphic or triggering to some viewers, and This trend began to emerge two years gathering restrictions to slow the transmis- for potentially violating patient privacy. before the COVID-19 pandemic, when sion of coronavirus disease 2019.” Influ- Debates continue about the most effective physicians propelled their perspectives to ential physicians also warned of negative ways to engage members of the public who the center of the national conversation on health consequences in a host of top-tier have little trust in science and medicine on gun safety. In a November 2018 tweet, the print and broadcast media outlets. the importance of public health measures. National Rifle Association stated that “doc- In late May and early June, millions Communications professionals have an tors [should] stay in their lane [on gun con- across the globe began to speak more vo- important role to play in these discussions. trol],” sparking an outpouring of posts from cally about issues related to race in the U.S. We have an opportunity to apply our exper- physicians on how they witness the effects in response to the Black Lives Matter move- tise to best practices in scientific commu- of gun violence as healthcare providers. ment. Healthcare professionals joined the nications and partner with healthcare pro- Physicians drew wide attention to the issue conversation to advocate for social justice of gun safety and positioned themselves as and health equity for Black communities. _ Continued on page 21

16 OCTOBER 2020 | WWW.ODWYERPR.COM

FEATURE Every day is a crisis: health comms. in a pandemic Healthcare experts have an opportunity to lead during the COVID-19 crisis by sharing their expertise and perspectives across media channels. By Thomas Graham and Dr. Vanila Singh uring a crisis, audiences aren’t look- • A pulmonologist can give advice on change. The practicalities of a novel virus ing so much for someone to blame types of masks for those afflicted with are completely impractical in information Das they’re looking for someone to chronic respiratory conditions. dissemination, but that’s why reasoned take responsibility. They’re also looking for • A pain management expert can give voices are so necessary. Consistently pro- someone to restore a sense of calm through guidance and reassurance to those in viding basic, practical information and offering reasoned, sensible solutions. This chronic pain, advising them to stay in com- aligning with expert health agency guid- takes honesty, transparency, a firm grasp of munications with their doctors, keep their ance keeps you in the realm of the national the situational facts and leadership. prescriptions filled, and reach out for hu- experts. The COVID-19 pandemic seemingly es- man contact if dealing with the pain in iso- Political environ- chews such common-sense crisis commu- lation starts to feel overwhelming. ment. This is where nications advice. We’re fighting a silent, rel- • Pediatricians can counsel parents and media training be- atively unknown adversary, a novel virus. guardians on practical back-to-school ad- comes more than just Highly divided factions get mired down vice. good advice—it’s a in political fighting about responsibility, • Pharmacology experts can talk about necessity. A good me- which does more to arouse fear, anger and the realities and myths of whether the sea- dia trainer will take panic than abate it. That begets another cri- son’s flu shot is advantageous, or offer guid- the above advice about sis within a crisis. ance to those who might be thinking about consistently aligning As healthcare communications experts participating in a trial for a new COVID-19 with the experts, and Thomas Graham and healthcare leaders, what can you do to vaccine. teach you how to bridge lead the public through this morass? • General physicians can offer guidance your messages away Be a reliable, factual and reassuring on possible contraindications with current from politically charged source medications and the increasing number of questions back to what Pay attention to the reporting from your COVID-19 therapeutics, or provide travel the audience really local news outlets, and be prepared to advice to essential personnel, the traveling needs to know to stay weigh in with insights. Are there obvious business population or holiday travelers. safe and survive. medical and scientific holes you instinc- • Mental health personnel can provide Moving to the larger tively know could improve their reporting insight on the effects of prolonged social stage accuracy? Are they reporting anything isolation and tips for caregivers and others When you feel com- in such a way that they are—perhaps and concerned about the well-being of family fortable with your skills Dr. Vanila Singh hopefully unwittingly—adding to the con- members. and have some media as- fusion and fear? • Experts in medical technology can guide sets—video and online clips—to leverage Make notes and prepare a succinct, fact- at-home patients on how to get the most out your experience, look for opportunities in based statement to use in a pitch. By and of telehealth—this is particularly important regional and national media. This is more large, news outlets want to get the story in those populations who aren’t typically difficult, but it’s also a crowded field of me- right. Don’t assume another expert is lining tech-savvy but find themselves limited to dia talking about the same thing, which up to correct them; many may have their an option that, were it not available, could means every one of them needs a proven sights set on larger audiences. You have the lead to dire consequences. Imagine being expert. opportunity to be the calming voice that the person who can turn that tech-adverse Remember, however, that not getting leads your community out of the chaos apprehension into gratitude! booked on a major network or cable show now. This can help you prepare and provide It may take some creativity and it will take doesn’t mean you can’t increase your expo- you with assets to take your expertise to a research, but particularly in a pandemic sure. You now have a much larger captive larger stage later. such as this where so many population seg- online audience than existed a year ago. Stay in your lane of expertise—but relay ments are affected, we can’t think of a field Use social media platforms. Participate in it to COVID of expertise that can’t be tied back to an is- virtual panels and forums—and then share Absolutely and under no circumstances sue in this pandemic. those on social media. Encourage your should you portray yourself to be an expert Get media training friends and peers to share—and share info in any field but that or those in which you Bedside communication is a great build- from your peers, as well, to increase your are. This rule, however, is not as self-limit- ing block for communicating to the media. thought leadership circle. Surrounding ing as it may appear. Coming off as calm, compassionate, well- yourself with smart, successful people will You don’t have to be an epidemiologist versed and articulate is necessary and ef- eventually place you squarely in that realm. or virologist to offer thoughtful, useful and fective. There are, however, two important Patient communications science-based dialogue during this pan- considerations in this climate of crisis: The Finally, for those who are simply strug- demic; you just need to relate your exper- first is that we don’t know what we don’t gling with how to invoke all of this new tise to concerns associated with it. Many know (still); and the second is the highly information into their patient communica- physicians can comment on various aspects charged political environment. tions—all of this media training can help, of the COVID virus due to patient experi- Ever-changing information. The best certainly. Your expert calm, collected pres- ence, training, specialties and expertise that way to deal with constantly changing and may not be obvious, but in general: updated information is to admit it may _ Continued on page 21

18 OCTOBER 2020 | WWW.ODWYERPR.COM

FEATURE Building trust and combating vaccine misinformation A call to action for health communicators amid an eroding confidence in public health agencies. By Katherine M. Nicol he World Health Organization named zation attitudes and change behaviors. The have observed during their careers. Incor- vaccine hesitancy—the reluctance or time for formative research is now, so that porating storytelling into health communi- Trefusal to vaccinate despite available we’re prepared to immediately deliver not cations with vaccine hesitant individuals, vaccines—one of the top 10 global health just clear and accurate, but also tailored in a non-threatening and non-judgmental threats in 2019. At that time, the United messages when the COVID-19 vaccine manner, can be an effective way to increase States was experiencing an outbreak of becomes available. Another important el- and normalize conversations about vac- measles, which had been declared elimi- ement of the audience-centric approach cines and, ultimately, inform attitudes and nated from the U.S. in 2000, and the per- is to identify meaningful opportunities to change behavior. petuation of vaccine misinformation had engage with audiences more directly. Pub- Use trusted sources reached a tipping point. Or so we thought. lic health agencies can and should leverage to deliver the message. Then came COVID-19. targeted media and related platforms to en- Science that’s clearly Today, in the midst of a global pandem- gage more directly with the American pub- and accurately trans- ic the likes of which haven’t been seen in lic in sharing potentially life-saving vaccine lated, including evi- a century, in addition to vaccine hesitan- information. dence-based storytell- cy and misinformation we’re experiencing Translate the science. As Paul Offit, MD, ing, is further amplified a compounding public health crisis: that director of the Vaccine Education Center by credible and trusted of Americans’ eroding trust in our public at the Children’s Hospital of Philadelphia messengers. Given the health agencies. As we enter the fall and often states, science doesn’t speak for itself. complex landscape anticipate the risk of what many health ex- As noted in his book, Bad Advice, “Sci- and perceptions that Katherine M. Nicol perts are calling a “twindemic”—the possi- entists are often unable to package their surround vaccination, bility of a severe flu season coinciding with insights into the neat narratives that the now more than ever, it’s imperative that a surge in COVID-19 cases—vaccines have public requires.” As health communicators, the channels and messengers chosen to been politicized like never before and an we’re by nature, communicators of science. communicate and disseminate messaging unprecedented number of lives are at risk. As such, our role must include effectively invoke a high level of credibility among While we await the arrival of a safe and and accurately translating complex scien- target audiences. Highly credible sources effective COVID-19 vaccine, we’re faced tific, regulatory, and medical information that are trusted by audiences will increase with the looming reality that vaccines are into clear, plain-language content that our the likelihood that the messages they de- only effective if people are actually vacci- audiences can comprehend. Given the liver will be attended to, understood, and nated. We currently have a safe and effec- misperceptions that exist around vaccines, internalized as true, versus dismissed as tive influenza vaccine, but despite urgent it’s vital that all vaccine-related messages unbelievable. The audience must trust the pleas from the public health community, and materials deliver clear, science-based source delivering that message, be it an en- we’re seeing a concerning increase in vac- information in a manner that is both cred- tity or an expert. cine hesitancy among American adults. ible and relevant to specific audience seg- According to WHO, “… health workers, Add to that the plummeting rates of child- ments. especially those in communities, remain hood vaccinations in recent months, which Research published in the journal Hu- the most trusted advisor and influencer of the American Academy of Pediatrics has man Vaccines and Immunotherapeutics vaccination decisions.” As health commu- described as a national emergency, putting finds that when it comes to combating vac- nicators, we have a responsibility to engage children at risk for contracting life-threat- cine misinformation among vaccine-hesi- and include clinicians and health workers ening, yet preventable, diseases. Now more tant audiences, it may also be worthwhile in our strategic planning and to provide than ever, health communication has an for clinicians and health communicators to them with clear, science-based, credible essential place at the forefront of the na- consider implementing “storytelling”—i.e., information to deliver to their patients. In tional agenda. communicating science through the lens of doing so, we can indirectly begin to rebuild As health communicators, we not only compelling and personally relevant expe- public trust in our national health agencies have the opportunity to play a critical role riences and narratives. Coupled with and as the source of overarching guidance, sci- in addressing this unprecedented public based on credible, fact-based vaccine in- entific information and public health lead- health crisis, we have an absolute respon- formation, storytelling can be an effective ership for those already trusted sources at sibility. What can we as health communi- tool for engaging vaccine hesitant audienc- the local and community levels. Messen- cators—especially those of us working in es. In the vaccination space in particular, it gers should also span both public and pri- the vaccination space—do to help stem can be challenging to balance the depiction vate sectors. Research emphasizes the need the tide of vaccination misinformation and of the emotional elements experienced by for science communicators to bridge the hesitancy and rebuild trust in our public the subject of the story with the most im- gap between science and society. health agencies and experts? portant, evidence-based information that Be respectful of the audience. For many, Take an audience-centric approach. No is at the core of the call to action. This can, it can be difficult to empathize with those matter how creative dissemination strate- however, be carried out in effective ways who choose not to vaccinate. But for health gies and tactics are, if a message doesn’t res- when, for example, pediatricians who are communicators, empathy and understand- onate with the audience it won’t be heard. also parents share personal stories about ing are imperative. We need look no further Specific audience insights must be consid- vaccinating their own children and clini- than to the example of 18-year-old Ethan ered if we’re going to tap into their moti- cians share anecdotal narratives about cas- vations effectively to inform their immuni- es of vaccine-preventable disease that they _ Continued on next page

20 OCTOBER 2020 | WWW.ODWYERPR.COM MAYBE DOCTORS WILL SAVE US ALL BUILDING TRUST PHARMA’S HIGH-STAKES MOMENT _ Continued from page 16 _ Continued from page 20 _ Continued from page 10 fessionals to increase the visibility of their Lindenberger, who testified before the Sen- When brought to life with relatable exam- perspectives. ate Committee on Health, Education, Labor ples, anecdotes and applications, scientific As an example, we can contribute to ex- and Pensions about his decision to catch up data can be a revelation. Analyses can help isting scientific programs, which have been on missed vaccinations against the wishes shape new thinking about a disease catego- initiated by organizations such as the Na- of his mother, who chose not to vaccinate ry or an investigational treatment or help tional Institutes of Health. As part of exist- Ethan or his siblings. He drove home the further define how to overcome the unmet ing or new initiatives, it may be helpful to point that anti-vaccine individuals do not, needs of patients. develop workshops for healthcare profes- “root their opinions in malice, but rather a Step back and remember the bigger im- sionals on effective online communications true concern for themselves and other peo- pact you have on the end user. Ultimately, and contribute to the development of best ple.” Messages related to vaccine hesitancy that’s the researcher’s holy grail, too. practices for scientific communications. should always be respectful and empathetic The prize There’s also still an urgent need for research in tone, while specifically addressing barri- Can the pharma industry seize this on effective methods for promoting ad- ers and concerns in a manner that is reas- high-stakes moment to renew its reputa- herence to public health measures among suring to vaccine-hesitant individuals. tion—and live up to its lifesaving promise? members of the public. This research will The sea-change we all hope for when it Pharma is in the floodlights now. It cannot likely call for collaboration among experts comes to vaccinations can’t and won’t occur operate without considering how the pan- in communications, social science and without clear, accurate, effective commu- demic has affected its key audiences—and public health. nication and the dedicated commitment will continue to impact and influence their In our view, the medical community has of health communicators to accept the re- lives. been unexpectedly bold with their social sponsibility and the critical role we can play The companies that shine will be the ones content. This presents a huge opportunity in combating the perpetuation of vaccine whose words and actions align with their for collaboration to get quality, trusted in- misinformation and building trust in our highest values—and who can speak authen- formation out to a public being bombard- agencies and our experts. The opportunity tically and effectively to the needs of their ed from all sides. As communicators, we is here. The time is now. Let’s get to work. most essential audiences. should embrace this courageous approach. Katherine Nicol is a Senior Vice President Sarah Fox is a Vice President in Padilla’s Ken Deutsch is Executive Vice President at Hager Sharp.  Health Practice.  of Research and Insights at JPA Health. Julie Strack is Account Director of Research and Insights at JPA Health. 

HEALTH COMMS. IN A PANDEMIC _ Continued from page 18 ence during your news Skype interview will transfer reassuringly to your patients during their telehealth visits. Telehealth also means that you can spend a bit of ex- tra time to answer questions fully, while as- sessing patients’ in-home surroundings to get a clearer understanding of their mental health. Have other resource information handy, such as meal delivery services. And if in-person visits are required, reassure them about the precautions being taken. The healthcare industry is inherently one of emotional upheaval that requires a steadfast resolve to navigate. These are traits that, combined with some profes- sional media guidance, give you the po- tential to be the leadership voices we need during the pandemic crisis. Thomas Graham is the Founder and CEO of Austin, TX-based Crosswind Media & Public Relations. Dr. Singh is immediate past Chief Medical Officer of the Office of the Assistant Secretary for Health at the U.S. Department of Health and Human Services and Chair of the Pain Management Task Force. 

WWW.ODWYERPR.COM | OCTOBER 2020 21 FEATURE When the communicator becomes the patient How one PR pro’s journey to the “other side” of healthcare communications provided enough patient insights to last a lifetime. By Jennifer Brantley t’s a challenging time to be a professional observation. If you’re writing copy regard- • Try to put yourself in their shoes. Ask, communicator, but it’s never been more ing healthcare topics for seniors, ask your- “If this were me, what would I want to Iimportant that we do our jobs well, espe- self, “What would my mother or grand- know?” How and where would I want to cially for those of us who work for health- mother want to know? hear it?” care providers or with them as strategic But nothing beats the real thing. A lit- • Don’t communicate down to them; consultants. tle over a year ago, I was on the other side communicate to them. You should think of Setting the pandemic aside for the mo- of healthcare communications. It started them as a family member. ment, the PR profession for the past several with three words: “You have cancer.” And a • If you don’t have a personal experience years has been increasingly pivoting away few months into my treatment, the words: around the topic or tru- from the traditional ways of creating mes- “There’s a pandemic, and you’re at high risk.” ly understand it, find sages and engaging with audiences. We’ve My journey since has included fear, hope someone who does. had to adapt to executing across myriad and perseverance. Along the way, my pri- Seek their guidance. platforms that have emerged from the ev- ority was getting information instead of • Don’t be afraid er-changing media landscape, and to devel- providing it, and I will carry that with me to use your personal op new ways to vie for narrowing attention the rest of my career as I help my healthcare healthcare experience spans of diverse and sometimes polarized clients know their audiences. to help a client or your targets. I was diagnosed with myxofibrosarco- company better com- “We must cut through the noise!” has be- ma, a soft tissue tumor. I wish I could tell municate with their Jennifer Brantley come a frequent battle cry in the past de- you how many cancer-related releases and audiences. After all, cade. How to do that, especially in the times brochures I’ve written over the years and you’ve experienced it. we’re living through, has become the rub. the number of events I’ve planned around The road ahead The COVID-19 pandemic is driving “the Cancer Survivors Day or free “insert cancer Healthcare communicators are facing noise” to new volumes, and the healthcare type here” screening. Never once did I con- a lot of uncertainties, and there are many industry—providers, insurance companies, sider it could be me. challenges ahead. One of the big ones will scientific researchers, et al—are at ground My chemotherapy treatments started last be regarding the development and test- zero in providing information, services and fall and ended in January, followed by five ing of a coronavirus vaccine. Will there be hope to a diverse audience hungry for de- weeks of radiation treatments. My surgery more than one coming to market? How will tails and fatigued with it all. I’m up for the was scheduled for March 25, and on March the safety of the vaccine be communicat- challenge. 11, COVID-19 was declared a global pan- ed? How will people be convinced to get a I began my communications career demic. vaccine, especially in the politically charged more than 25 years ago as an intern, and I’d been working with one of my health- atmosphere it’s being developed in? What is almost since day one I’ve worked with care clients to develop a website whose sin- the most effective messaging? healthcare-related clients, from hospitals gle focus was on COVID-19. Being some- The vaccine issue and how to com- to physician groups, to health insurance one in the middle of cancer treatments, I municate will be a difficult task, but one companies. Early on, I worked on copy for was able to work with the client and our that’s extremely vital to our ability to beat mammogram brochures, wrote news re- team to share what people at the highest COVID-19. It’s not clear exactly who will leases on the first baby born in a new year risk were most concerned about. I used my be taking the lead on a vaccine public in- and helped plan groundbreaking events. experience to help develop FAQs and other formation campaign, but the time is now Later, I jumped into the fire of crisis man- tips to help educate our audiences. I knew for healthcare communicators to plan their agement, worked on challenging internal people like me were scared, and I wanted own outreach efforts to patients and the communication projects and led teams as to help deliver some peace of mind in our general public. they juggled many balls in the air at once. communications. There are other issues facing providers, It’s been a labor of love. I had surgery on March 25, and I came such as the safety of elective surgeries and At MP&F Strategic Communications, back to work in April with the pandem- regular checkups and encouraging the use we’ve always preached “understand your ic in full force. I needed physical therapy, of telehealth for appointments. audience”: how they like to get information, but I didn’t want to leave my house. Thank On that last point, I can assure you that I what they want to know and what you want goodness for telehealth. After having my have a clear understanding of what patients them to do. It’s something I was taught early first session, I realized I wasn’t prepared. I need and want to know, and how they want on, and I’ve always endeavored to do just shared this with my team, and we helped to hear about telehealth. that. In some cases, however, that’s easier our client deliver some tips for preparing Being diagnosed with cancer, having sur- said than done. for a telehealth appointment. gery and going through the recovery pro- Becoming the audience Here’s what I found out about healthcare cess during a global pandemic have given There are many ways to understand your communications by being on the other side: me insights I will use for the rest of my ca- audience, beginning with solid research, • These are real people we’re communi- reer. And the rest of my life. both quantitative and qualitative. Some- cating with, and many aren’t well-versed Jennifer Brantley is a Partner with MP&F times it’s just a matter of taking the time when it comes to healthcare lingo. Keep it Strategic Communications in Nashville, to transfer what you already know through informational, but simple. Tenn. 

22 OCTOBER 2020 | WWW.ODWYERPR.COM

FEATURE Telehealth transforms care delivery, consumer behavior How communicators can help build a greater understanding and trust in telehealth. By Denise Aube need to match the experiences they deliver. Warm up the “e-bedside” manner. he COVID-19 pandemic has created Providers are also realizing the benefits While telehealth has many advantages, upheaval across all industry segments of telehealth. Physicians and allied health creating a productive personal connec- Tand changed consumer behaviors professionals are reporting they can get tion and demonstrating compassion can faster than ever. Healthcare is a prime ex- more done with fewer distractions using be more difficult from a distance. Training ample: look no further than the quantum telehealth in the right cases. And it’s only providers to make better eye contact, read leap made in the use of telehealth by con- a matter of time that further integration of body language and convey empathy is crit- sumers and providers in just a matter of telehealth, electronic medical records and ical. An engaging tele- months. prescribing will create added convenience, health visit can boost a Research shows the use of telehealth by adherence to care plans and improved pa- patient’s confidence in Americans surged from about eight percent tient outcomes. their care—and your in December 2019 to almost 30 percent in Tips to communicate about telehealth brand—as well as their May of 2020. More than 75 percent of U.S. While telehealth is a hot topic, consumer likelihood to comply hospitals and health practitioners now con- understanding and familiarity with tele- with their prescribed nect with patients through video and other health remains limited in many cases, and course of treatment. technologies. Earlier this year, in response provider best practices for patient engage- Share examples and to the pandemic, the Centers for Medicare ment are rapidly evolving. Here are some success stories. Sharing Denise Aube and Medicaid Services expanded Medicare communications strategies and tactics to positive patient/provid- coverage for telehealth visits. Meanwhile, improve on both fronts: er testimonials can also go a long way in stock prices of telehealth companies are Focus internally first. As you roll out reducing uncertainty or potential anxiety soaring. telehealth initiatives, provide clear guid- about virtual care. Consider highlighting While the immediacy and necessity of ance and training to prepare internal stake- ways telehealth is being used effectively for this COVID-induced trend is easy to un- holders who engage with patients and are both primary care and a wide range of spe- derstand, the prevalence and impacts of important brand ambassadors. From the cialties such as orthopedics, gastroenter- telehealth are far reaching and will likely Chief Medical Officer to nurse practi- ology, urology, cardiology, pediatrics, and create a new status quo for care delivery tioners to administrative staff members, all internal medicine. and patient engagement in the long term. should be able to communicate with clarity Promote through integrated outreach. For healthcare marketers and communica- and consistency about the ins and outs of There are a variety of paid, earned, shared, tors, that means creating awareness and ed- your telehealth program. and owned media opportunities to provide ucation programs equally as timely and in- Keep it simple. Newbie telehealth users education and promote telehealth to cur- novative to engage patients and consumers have many questions: How does it work? rent and prospective patients and consum- in ways that build trust and more effective What technology do I need? How will my ers. Searches of telehealth-related terms on use of telehealth services. information be kept private and secure? Google have increased by seven times since Expanded access and ultra convenience Will my insurance cover telehealth? Make February, so make sure your organic SEO While the growth of telehealth has been sure you answer the basic questions with and paid search efforts are dialed in to cap- steadily inching along for many years, now simple, clear materials. Checklists, info- ture active seekers. Use social channels to it’s moving at Mach speed. Many who feel graphics, explainer videos and other tools demonstrate thought leadership and pro- safer at home during the pandemic—par- can ease anxiety and help patients prepare vide educational tips. Consider holding ticularly those with pre-existing medical for their telehealth visit with confidence. Facebook Lives or a Telehealth Talk video conditions—have already turned to tele- A new website from the Health Resourc- series to demonstrate your capabilities. health out of necessity. But ultimately, ac- es and Services Administration, telehealth. Look for interesting story angles to garner cess to telehealth services will become the HHS.gov, offers valuable resources for con- positive press coverage. And make sure norm and selected by choice. sumers and providers to learn about and your website and promotional materials Besides the obvious convenience, tele- improve the telehealth experience. highlight telehealth with rich content that health can have a dramatic, positive impact Streamline the digital user experience. positions your brand as a trusted resource, on overall public health. More Americans Whatever technology platform or apps you innovator and advocate for expanding ac- can access valuable, timely mental health offer, go the extra mile to make sure the cess to quality care. counseling through telehealth services. user interface is clean and intuitive. From It’s time to telehealth And in many rural communities with a Gen Z to older Boomers, today’s consum- As the flu season hits and COVID-19 diminishing number of hospitals, prima- er expects a superior user experience with continues to create more questions and un- ry care practices and specialists, telehealth simple prompts, user paths and functional- certainty about our nation’s healthcare de- offers a critical safety net. Long drives, ity. Poor design, confusing log-in processes livery, the rates of adoption and innovation sometimes multiple hours, and the accom- and frustrating downloads can put a quick in telehealth will gain even more momen- panying time needed to take off from work, damper on things. If the user experience tum. Smart healthcare organizations and are major obstacles for people to seek care. is overly complicated, people will assume communicators who get ahead of the curve Telehealth can help remove those barriers, the same about your telehealth services. As will be well positioned for success. allowing for more effective preventive care more health systems, provider groups and Denise Aube is a brand strategist and and screenings, early diagnosis, and treat- national telehealth brands expand their Health Practice Leader at Crosby Marketing ment, while also saving costs. influence and footprint, the more you will Communications. 

24 OCTOBER 2020 | WWW.ODWYERPR.COM

FEATURE Managing healthcare comms. through a pandemic

Using the right channels to provide clear, consistent information expectations, with open and click through that reaches physicians, staff, patients and the public has never rates well above the industry norm. In addi- been more critical. tion, engagement with our content has been By Jamie Maites and Liam Collopy exceedingly strong, with more than 600 people attending a recent podcast. More- hen an unprecedented public crisis. In putting our plan in place, we took over, the program generated nearly 400 new health crisis of the magnitude of into account the full range of communica- Health Connection newsletter members, WCOVID-19 strikes, it can test the tions vehicles we would need to employ. In twice the number of communications plans of even the best-pre- addition to using broadcast spots and print new members that en- pared organizations, but for healthcare pro- and digital media, we considered how best rolled during the entire viders at the forefront of the battle against to communicate with physicians, staff, pa- 2019 year. an enemy as formidable as the coronavirus tients and the community at large as the cri- Looking back at the it can be especially challenging. Much of the sis evolved, from breakout, through surge, success of our highly media focus during the pandemic, deserv- and more recently into recovery and safety. collaborative communi- edly so, has been on the heroic professionals The plan incorporated executive commu- cations plan, a number on the frontlines in day-to-day contact with nications, signage, direct mail, social media of lessons were instru- patients—valiant doctors, nurses and other and e-mail, as well as one-to-one communi- mental in helping us Jamie Maites hospital staff—and their selfless efforts. cations with our many constituents during navigate the pandemic But what about those healthcare profes- each phase of the pandemic. Among the key effectively and in help- sionals in charge of communicating criti- initiatives that were part of the plan: ing us to get critical cal information in a timely manner to the • Proactive PR, offering preventative tips information and educa- public and employees during the crisis? The from our physician experts to the public via tion out to our commu- ability to communicate clearly and consis- print, broadcast and radio outlets. nity constituents. tently has been critical during COVID-19, • TV, radio and print advertising, includ- Early planning as patient volumes and case volumes have ing 30-second TV spots, 60-second COVID By preparing and fluctuated, the availability of testing has in- radio messages, and print advertising in lo- readying ourselves for creased, mental health demand has risen, cal and regional media. the crisis early, we im- and non-critical procedures have either • The launch of a dedicated MarinHealth mediately knew the Liam Collopy been postponed or handled via alternate COVID-19 web page to keep the communi- steps that we needed to channels such as telemedicine. In this envi- ty informed of precautions, safety tips and take should COVID-19 cases spike. While a ronment, the ability to provide mission-crit- updates. pandemic is by its nature unpredictable, we ical information to staff, patients and others, • Raising awareness of COVID testing ca- had the necessary communications capabil- using the right channels at the right time, pabilities at our adult acute care clinic and ities in place to respond immediately. has never been more urgent. telehealth options at all of our MarinHealth Cross-functional collaboration At MarinHealth, we quickly and proac- | UCSF Health Clinics. By effectively mobilizing the efforts and tively responded to the COVID-19 crisis, • Virtual classes, podcasts and webcasts. talents of our PR, marketing and digital launching a multifaceted communications • Operational updates through our web- teams and ensuring we were all on the same program offering sound advice, education site and aggressive use of social media chan- page, we were prepared to move swiftly to and support to the community. As an in- nels for purposes of conveying critical in- make sure information could be conveyed dependent hospital in Marin County, CA formation and education. to the public and staff in a rapid, accurate our plan focused on reaching a wide range • New digital and print content on issues and most effective manner. of constituencies, including physicians and such as mask and safety policies, screening Overcommunication staff, patients and prospective patients, and testing, telemedicine, and elective pro- Through constant communication members of the community, public health cedures. amongst the team, we were able to provide officials and partners. Home to more than To more effectively communicate with information to our patients and community 250,000 residents, Marin County has seen patients throughout the crisis, we institut- in a timely fashion through multiple media more than 6,600 positive COVID-19 cas- ed a series of ten weekly emails, beginning (email, television, ads, newsletters, social es since March and is one of 19 California in April and continuing through the end media, etc.). Knowledge is indeed power, counties currently designated as “Tier 1,” of June. Two versions of each email were especially in the midst of a pandemic. Fre- the state’s most restrictive COVID-19 status. created, one for our free Health Connec- quent and consistent collaboration across By working together across our PR, mar- tion newsletter membership, and one for our communications team and with our keting and digital teams we were able to non-members, which included a special colleagues has allowed us to recalibrate and adopt, early in the crisis, a highly flexible callout encouraging readers to enroll in the respond as events on the ground evolved. strategy and outreach plan that was respon- free program immediately for timely intel- Our team met—and continues to meet— sive to shifts in the course of the pandemic, ligence. multiple times per day, seven days a week, setting a communications benchmark for Each communication included links to providing critical information to help the the healthcare industry. additional information, such as hospital, public and our staff stay informed and navi- Putting the plan in place clinic, community, and general health and gate through uncharted waters. Even before COVID-19 cases began to wellness tips and ideas, and a thematic fo- Jamie Maites is Vice President of Market- accelerate in March, the collective Marin- cus, such as mental health, exercise and nu- ing & Communications at MarinHealth and Health team mobilized to create a blueprint trition, telehealth and ER/urgent care safety. Liam Collopy is Executive Vice President at that would allow us to be ready to face the Results of the email campaign far exceeded Stanton Public Relations and Marketing. 

26 OCTOBER 2020 | WWW.ODWYERPR.COM

FEATURE Congress, car sales and healthcare The healthcare sector has witnessed an erosion of trust in recent years, and with COVID-19, provider organizations’ reputations have reached new lows. Here’s how hospitals, health systems and medical groups can navigate through this barrier and earn back consumer confidence. By Chowning J. Aguilera embers of Congress and people in key component of the social contract. That’s service line with brand name alone can miss car sales: on the surface they don’t no longer the case. We’ve seen examples of the mark. Patient stories are compelling be- Mhave a lot in common. But they local government, public health entities and cause we see ourselves in were, in fact, the two least trusted profes- healthcare organizations working togeth- them. But what’s miss- sions according to a 2018 Statista study. er for the greater good, but more often in ing in creating a deeper Most trusted? Unsurprisingly, nurses fol- dysfunctional or disjointed ways. Hospitals sense of connection? lowed by doctors. and health systems are trying to care for our The people: the doctors While the study examined individual communities as they always have, but the and nurses, the greet- professions, it’s easy to assume this trust reality is that COVID and all its complica- ers, the patient access translates to the business segment in which tions have placed them squarely in the mid- staff, the environmental these professionals work. Perhaps 20 years dle of the political story. services team and myr- ago that would be the case, but brands, re- Care avoidance. While many are back in iad of individuals who gardless of industry, have continued to ex- the saddle and seeking routine and emer- make healthcare hum. Chowning J. Aguilera perience trust erosion with the consumers gency care, hospitals continue to see pa- Show the people behind they serve. Healthcare as an industry is no tients avoiding non-COVID-related emer- the care, tell their stories and enable com- exception. One study indicates our trust in gency care, leading to unnecessary health munities to connect with them on a human the healthcare profession plummeted from complications, and in some cases prevent- level, well beyond their clinical excellence. 75 percent in 1966 to a mere 34 percent in able deaths. The public’s anxiety, uncertain- Transparency and tone. Healthcare or- 2018. ty and fear run the risk of creating deeper ganizations want and need patient volumes Healthcare’s trust erosion may be slower distrust and barriers in accessing care. to continue increasing to a normal level. than other industries due to our deeper trust Media landscape polarization. The Many consumers are ready to get back to for nurses and doctors. However, the shift COVID reporting era proves repeatedly that routine care and planned procedures that of patients to consumers, evolving genera- hospitals and health systems are consistent- were delayed. Others are still concerned tional preferences and changing belief sys- ly painted in a negative light. On the other and anxious, aka “care avoidance.” As a re- tems weakened healthcare’s once perceived side, honor and praise fall upon individuals sult, organizations have to meet everyone immunity. Simply put, trusting our doctors providing care. Clickbait stories, misinfor- where they are. They need to imbue a sense and nurses isn’t enough to make us trust in mation and a perceived lack of transparency of transparency. While most healthcare or- the organizations for which they work. from healthcare organizations could create ganizations won’t want or be able to share all It’s not surprising why, when you consid- long-term challenges in re-connecting with details, finding the right places to bring the er some leading factors. For one, healthcare the communities they serve. public and media in, figuratively speaking, costs continue to climb while consumers Our healthcare organizations and the will create a sense of openness. shoulder more financial burden than ever people who hold them up are road weary, Empathy always. Like every sector, main- before. With the advancement of technol- weathering what’s left of this storm and taining business continuity from a market- ogy comes questions around our personal continuing on paths to recovery. Some will ing and communications perspective has health information’s security, ownership emerge in their communities recognized for been a delicate dance since March. What do and use. And while other industries con- their Herculean efforts, but others will lose we need to communicate right now? Can tinue to innovate to meet modern-day con- footing and trust. we restart campaigns, do we need to pivot sumer demands, healthcare continues to lag Communicating with care or pause entirely? If we do push something behind. Communications and marketing can’t be out, how do we convey our messages with- A further fall from grace or reinvention a salve for all war wounds, but public trust is out alienating or offending audiences? The Enter COVID-19. The places and people in large part contingent on how well health- list goes on and the climate that impacts we look to for our care in sickness and well- care organizations utilize these tools. The our answers is dynamic. Whether it’s a me- ness reached a new crossroad. In one direc- industry’s pre-COVID march toward con- dia statement, internal communications or tion is a path to reinvention; in the other sumerism already demanded reinvention marketing service lines, an empathy-first is a further decline on the trust spectrum, in positioning, marketing and communica- mentality needs to be at the core of every- both equally dependent on how healthcare tions, creating moments of connection, en- thing. Recognizing the feelings of your au- organizations responded in past months gagement and humanity. COVID upped the dience, potential anxiety and different risk and how they’ll respond moving forward. ante. Organizations that put the following appetites should guide what you say and Mass adoption of telemedicine, which puts considerations at the center of every effort how you say it. Without empathy, we un- the consumer in control of where and when will inch ahead of the competition in earn- intentionally risk fraying fragile consumer they receive care, is one leap forward in the ing back consumer trust or deepening the trust. right direction, and to be sure, there’ve been trust they already have. A healthcare organization’s reputation is a few during this time. However, regardless People centerstage. While healthcare can a mix of what they say and how they say it of what these organizations do, there are still rely on the mantra of “build it and they along with what they do and how they do boulders that have been placed in their path. will come,” earning community trust, affin- it. The result? Caring for patients is inexora- Public health’s politicization. At one ity and loyalty requires a perspective shift. point in time, public health was seen as a Marketing the hospital, medical group or _ Continued on next page

28 OCTOBER 2020 | WWW.ODWYERPR.COM Pharma’s shifting reputation in the COVID era Communicating their efforts to find a solution while staying ahead of potential reputational risks will be paramount for pharma companies searching for a COVID-19 vaccine. By Camilla White, Simona Kormanikova and Bridie Lawlor O’Boyl n September 2019, Gallup published its At a time when the public needs reassur- ber of renewed commitments to the envi- annual poll which found the pharma ance that developing a vaccine quickly will ronment, significant donations to impacted Iindustry was the most poorly-regarded not compromise safety, companies need to communities, and im- industry in the U.S. It was the lowest the focus their message on just that: ensuring proved workplace flexi- industry has ranked since the poll launched safety. And the industry is already starting bility and safety. As the 19 years ago. Less than a year later, a U.S. to come together to take control of the nar- world faces continued survey conducted by FTI Consulting re- rative. In September, nine biopharma lead- urgent health needs, a vealed that public perceptions of the bio- ers—Pfizer, Sanofi, AstraZeneca, Moderna, long path to economic pharmaceutical industry had improved BioNTech, Merck, Johnson & Johnson, recovery and uncer- significantly amid global efforts to address GlaxoSmithKline and Novavax—jointly tainty across the board, COVID-19. This is perhaps no great sur- pledged to “stand with science” and uphold these issues remain fun- prise with the world turning to the indus- “high ethical standards and sound scientif- damental to business Camilla White try as a key leader in the fight against the ic principles,” countering claims that they sustainability and to pandemic. But as we look to a post-COVID might seek premature approval ahead of stakeholders. era, staying ahead of potential reputational the presidential election on November 3. As the tireless efforts risks will be critical for pharma to continue As political campaigns gather pace ahead to find a solution for building on this upswing in public percep- of the election, continuing to find ways to COVID-19 continue, tion. clearly articulate priorities and commit- maintaining a clear fo- Leading the fight ments as a group will help the industry cus and a narrative in As the world faces an unprecedent- maintain its focus and its message. Com- the current environ- ed health crisis, the pharma industry has munications strategies that consistently en- ment while mitigating stepped up to spearhead efforts to find a gage all stakeholders using the most effec- longer-term risks will Simona solution. Collaborating like never before, tive channels will be critical to cut through be integral to improv- Kormanikova companies have teamed up to share data the noise and reach audiences during this ing public opinion of and research, and apply different technol- unprecedented period in both U.S. politics the pharma industry. By ogies and platforms to accelerate the search and the global fight against COVID-19. emphasizing commit- for treatments or a vaccine. When a vaccine Hope for the best, prepare for the future ment to patient safety, eventually becomes available, the industry As we look beyond the election, phar- navigating the election has already committed to providing addi- ma must also keep an eye on topics that’ve and anticipating risks tional expertise and resources to manufac- come into focus during the pandemic and associated with ESG ture at scale. could pose risks down the line. Antici- factors, pharma compa- FTI’s survey findings reflect an acknowl- pating and preparing for potential crises, nies can communicate edgement of pharma’s critical role in the both reputational and health, is a key ten- their efforts as respon- Bridie Lawlor crisis: more than 50 percent of respondents et of Environment, Social and Governance sible corporate citizens O’Boyl viewed the industry more favorably based strategies that coincides with increased at- to build on what it has on how it has handled the pandemic thus tention on ESG factors in recent months as already achieved and further strengthen its far. However, 42 percent of respondents companies and their stakeholders reflect on reputation in the U.S. and globally. also believe the industry will price Amer- how to better navigate times of uncertainty. Camilla White is Managing Director, Si- icans out of the vaccine and misuse funds, COVID-19 has highlighted social factors mona Kormanikova is Senior Director and reflecting potential reputational challenges across all sectors, but pharma in particu- Bridie Lawlor O’Boyl is Senior Consultant in to come. lar will need to anticipate scrutiny around FTI’s Strategic Communications, Healthcare With all eyes on pharma, companies must the price of a vaccine once one reaches the and Life Sciences U.S. team.  push ahead to help solve this global crisis market. A recent Moody’s Investor Services while also developing and deploying short report suggests that “given the significant CAR SALES AND HEALTHCARE and longer-term strategies to tell their story public health implications, reputational _ Continued from page 28 accurately and impactfully to further im- harm could ensue if prices are perceived prove public perception. to be too high,” and “with global demand Safety over politics likely to far outstrip initial supplies, the bly combined with the way these businesses As we approach the U.S. presidential elec- ­equitable distribution of vaccines also market and communicate. COVID offers tion, pharma companies’ efforts to find a ­poses social risks.” healthcare an opportunity to begin building safe and effective vaccine for COVID-19 However, pharma has also made good deeper, more authentic engagement with could be engulfed in political rhetoric as progress in ESG areas even against the constituents, perhaps even inching ahead candidates seek to position themselves backdrop of a pandemic. According to the of other industries struggling to regain con- on key pandemic-related issues. A recent same Moody’s report, there are positive im- sumer trust. So, let’s strive for healthcare or- STAT-Harris poll revealed that 78 percent plications for pharma’s relations with cus- ganizations to top the trust charts, not just of Americans worry the COVID-19 vaccine tomers and stakeholders such as patients, the care teams who work inside them. approval process is already being driven doctors, hospitals, governments and global Chowning J. Aguilera is Healthcare Practice more by politics than science. health authorities. We’ve also seen a num- Lead at Jackson Spalding. 

WWW.ODWYERPR.COM | OCTOBER 2020 29 FEATURE Healthcare PR: What’s the new normal?

Why healthcare startups are thriving while many large hospital systems are currently facing budget cuts. systems as Northwell Health and University By David Landis Hospitals in Cleveland as clients.” aving been around the block a while, loss for the first quarter of 2020 (their fi- For us at LCI, this upheaval is just anoth- our agency has seen industry sectors nancials turned around in the second quar- er pivot. We’ve seen firsthand that many Hboom and bust. And, in turn, some of ter, with net $231 million, but for the first healthcare and biopharma startups here in the public relations professionals that serve half of 2020, the system still had a loss of the Bay Area and Silicon Valley got fund- those industries have succumbed to the va- $831 million). (Full disclosure, all of these ed before the pandemic hit; they still have garies of economic upheaval. healthcare systems are former LCI clients). money to spend and recognize the value of But at LCI, we had a plan. We implement- To survive, healthcare systems are look- PR. For instance, we helped launch Frontier ed what we thought was a recession-proof ing for unique ways to ride the financial Medicines, a bio-pharma startup funded by strategy after the last Great Recession: con- vagaries, such as forging new partnerships a $67 million Series A financing round last centrate on healthcare. The theory was, with insurers to pave the way. In our mar- June. (Frontier Medicines leverages chemo- people will always need healthcare, and ket, Cigna and Dignity Healthcare just an- proteomics and machine learning to “drug with a sizable Boomer generation getting nounced a new agreement between the two the undruggable” pro- older—and ready to retire—it would be a entities that will allow Dignity’s hospitals, tein targets that drive growing industry sector. outpatient surgery centers and medical human disease). Despite And then COVID hit—and changed ev- groups to be in-network providers for Cig- the pandemic, we also erything. That old adage comes to mind: na members. just signed another new “The only thing constant in life is change.” There’s a silver lining in all this. While startup healthcare client So, what’s the “new normal” in healthcare traditional, big healthcare providers have in August. According PR? Let’s a take a look at what happened to faced undue financial challenges, health- to Erica Young, writing the industry and how it impacted the PR care startups are riding a new—and posi- for Healthcare Weekly sector. We all assumed that healthcare pro- tive—wave. in 2019, “We reviewed David Landis viders—and their PR professionals—would According to Tara Bannow, reporter with more than 200 health- be even more needed, especially during Modern Healthcare (July, 2020), the “pan- care startups that have received funding or times of crises and, above all, during pan- demic has spurred a flood of venture capital announced major initiatives in 2020.” demics. Instead, it turned out to be a mixed funding to healthcare startups. Venture cap- Additional areas of PR opportunity are all bag. ital funding in healthcare intensified in the the new wellness businesses that are spring- Why? Because the U.S. healthcare system first half of 2020 as COVID-19 made virtual ing up during COVID. Market research is set up so that the economic generators care and similar technologies indispens- firm Technavio has been monitoring the for healthcare organizations—mostly elec- able. Startups focused on telehealth, mental health and wellness market and says that it’s tive surgeries—were completely interrupted health, wearables and even transportation “poised to grow by $1299.84 billion during because of the pandemic. And the snow- have gained new relevance during the pan- 2020-2024, progressing at a compound an- ball effect was that healthcare systems that demic. Companies that convinced investors nual growth rate of over six percent during needed to be there for us during a pandemic of their long-term staying power even after the forecast period.” These businesses re- had even fewer resources to handle the pan- the crisis subsides gained particular traction quire and need PR, too. demic. The snowball grew to an avalanche: when it came to raising capital.” On another front, many healthcare busi- organizations made budget cuts throughout “We’ve seen decades of progress in 12 to nesses are re-jiggering to help people weath- their businesses, including public relations 14 weeks,” said Unity Stoakes, President er this pandemic. Our client Centre for Neu- (both externally and internally). and Co-Founder of the healthcare startup ro Skills helps patients rehabilitate through According to Jack O’Brien, writing for incubator StartUp Health. traumatic or acquired brain injury. But late- Health Leaders in March, “The rapid spread “Global venture capital funding for digital ly, doctors have noticed that patients have of coronavirus has U.S. hospitals faced with health and health innovation,” continued had health consequences after recovering several issues related to operating margins, Bannow, “totaled $9.1 billion in the first from COVID. These consequences include revenue collection and reimbursement for half of the year, up from $7.7 billion during brain injury and cognitive impairments— treating patients with this disease. Within the same period in 2019, according to a sec- which require rehabilitation. Helping clients the past two weeks, coronavirus disease ond-quarter report from StartUp Health. like this navigate communications through 2019 (COVID-19) has significantly dis- And 2019 was itself a banner year for start- changing COVID waters is yet another way rupted the American way of life, sinking up funding. (Many of) the types of compa- PR pros can help, and a necessary and val- the country’s economic system and placing nies that attracted funding are both direct- ued offering that supports business success hospitals under unprecedented financial ly and indirectly related to the pandemic. through a challenging time. and clinical stress.” Virtual care platform Conversa Health, for So, the transformations to the healthcare In the San Francisco Bay Area and Silicon instance, in June closed $12 million in a Se- industry aren’t bad news for public rela- Valley region where we work, according ries B funding. Conversa helps health sys- tions; it’s just change. And isn’t that some- to the San Francisco Business Times, bud- tems monitor and manage patients across thing at which PR pros excel? get cuts were widespread. Stanford Health a variety of specialties, including oncology, David Landis is President and CEO of San Care cut salaries by 20 percent beginning in acute discharge and wellness. During the Francisco-based Landis Communications April. University of California-San Francis- pandemic, that has included patients who Inc. (LCI), which this year celebrates 30 years co cut costs by $45 million in July. And Sut- need to be monitored while quarantined in business. Email David at david@landispr. ter Health reported more than a $1 billion at home. It counts such prominent health com. 

30 OCTOBER 2020 | WWW.ODWYERPR.COM

FEATURE Keys to representing healthcare technology clients

What it takes for health IT agencies to survive in today’s healthcare environment. By Beth Friedman

ealthcare is a unique industry. What client conducts market research and knows lenging to create content that also lends it- sets it apart is our product: We’re in their target audience. Healthcare technol- self to credibility. Hthe business of human life. The regula- ogy is wide ranging and it’s important to One way to open editorial doors is tions are complicated and the ramifications be familiar with the industry’s niche areas through healthcare’s professional associa- of poor quality are disastrous. For example, before diving in. Typical B-to-C public rela- tions. Virtually every department within a if HIV testing or cancer screening results tions and marketing practices don’t always hospital or health system has its own asso- are faulty the consequences are grave. work, which is why many companies leave ciation. These professional associations are Health information technology supports the industry just as quickly as they enter. often more willing to accept bylined contri- virtually every process, procedure and en- Does the client have at least one or two butions and interview sources from within counter in the healthcare ecosystem. While successful healthcare beta sites ready to their ranks. health IT looks ripe for profit from the out- be interviewed? Healthcare buyers are a Does the team recog- side, few companies understand the inten- leery bunch. They rely primarily on peer nize that healthcare is sity and specifications of the industry. This references from other hospitals, health sys- primarily a nonprofit is one of the reasons countless Fortune 50 tems and physician groups. Beta sites are es- business? According to companies have entered and left the health- sential for proving the viability of a product the American Hospital care space. and its potential in the healthcare IT space. Association’s 2020 fact Though health IT seems like a market They deliver the proof points necessary to sheet on U.S. hospitals, worth investing in, it’s not the right fit for build credibility and open editorial doors in the number of non- every Silicon Valley startup or internation- this industry. government non-profit al corporation. Hence the need for PR and Do both parties—agency and client— community hospitals Beth Friedman marketing agencies to take a serious look have the right people lined up? Healthcare is more than twice the at all prospective health IT clients. Success experience and knowledge are critical on number of investor-owned (for-profit) isn’t always assured. Here are seven im- both sides: agency and client. Make sure community hospitals in the US. Hospitals portant questions agencies dedicated to the the client has a good spokesperson with a often give their services away for free or at health IT industry should ask. clinical background. Credentials are crucial a fraction of the cost when patients can’t af- Has the prospective client done the mar- to establishing credibility with healthcare ford a hospital stay or lack adequate health- ket research? Make sure the prospective media outlets and associations. In addition, care coverage. assign team members that have interest But unlike consumer brands, hospitals A health IT agency’s journey in and knowledge of the healthcare field. must take care of the customer even when through COVID-19 Passion and commitment speak loudly in the customer is unable to pay. The Emer- healthcare. gency Medical Treatment and Active Labor Build a contingency plan. Examine each team Is everyone comfortable with the health- member’s role and determine where you can relocate Act, passed in 1986, states that a hospital responsibilities in case anyone gets sick. The ability care industry lingo? Clients and agen- can’t deny someone medical care based on to pivot and be nimble is important as we navigate cy team members must be familiar with their ability to pay. Hospitals run on slim unprecedented times. common terminology and acronyms used margins. Identify which clients are going to struggle. Be in healthcare. And beware: there are thou- It’s important that agencies seeking work flexible with billing. We’ve been flexible with retainer agreements and billing for those clients hit hardest by sands of them. From medical diagnoses to in the healthcare industry understand and the pandemic in order to show goodwill in our indus- IT and regulatory lingo, one key to success respect the philanthropy of healthcare. try, support those who need it most and project good in healthcare is being able to “talk the talk.” Can you quickly build editorial rela- business karma. For example, PR team members should tions within the healthcare trade? Health- Document what you’re doing. This is the first know the common medical diagnoses ad- massive, global pandemic in our lifetime. COVID-19 care editors are a small yet influential group. gives us the opportunity to reflect on past business dressed by a client’s solution, such as COPD. To build rapport with them, agency teams practices and determine how we can adapt during an They should also be familiar with any must be sincere and knowledgeable, un- emergency. Blog and take notes for reference in case healthcare technology acronyms used by derstand their niche and invest time and your agency is faced with a similar tragedy in the fu- the target audience. Finally, there’s a pletho- money to meet them. Editors’ inboxes often ture. Offer to help. Reach out to media and editors to ra of regulatory lingo in healthcare such as overflow with pitches like in any other in- determine how your agency can best support them. Be PHI, or protected health information. dustry. However, they tend to rely primar- relevant, shift previously scheduled placements, and Learning healthcare lingo is important ily on their trusted sources. Reach out to help them salvage the opportunities they’ve lost. Now because it helps the client and the agency the individuals and agencies they trust and is the time to lean into your industry relationships. speak intelligently with each other, with ed- Connect more. We’ve all felt the strain of isola- form partnerships with them to ease your tion. Cultivate camaraderie among your team by com- itors and to the industry. way into editors’ doors. ing together on group calls. We’ve added video to our Are guide rails in place to respect the Healthcare is a complex industry, and you weekly team calls to strengthen connections through limitations and regulations of healthcare? need a team that understands it in order to shared personal stories and anecdotes. Healthcare is highly regulated and bureau- be successful. Be mindful of the companies Highlight how your clients are helping. Recap the work your clients have done during the pandemic cratic. It’s a difficult industry to navigate you take on, the realities of the industry and whether it’s philanthropic or adapting their business without understanding the limitations, es- the media relationships you create in order to the new normal. Highlight the placements they’ve pecially as a PR firm. With laws surround- to achieve mutual success. earned and continue to look for opportunities to ele- ing privacy and NDAs around proprietary Beth Friedman is Founder and CEO of vate their business. technology and practices, it can be chal- Agency Ten22 in Atlanta. 

32 OCTOBER 2020 | WWW.ODWYERPR.COM

FEATURE The impact of the pandemic 2020 has reinforced and confirmed some of communications’ core catalyst for unprecedented industry collab- oration that has been instrumental to glob- tenets, and may also be responsible for driving a new era for al rapid-response efforts. Mid-year, while healthcare solutions. By Kate Coyle deal value was lower than mid-year 2019, deal volume was up, and there was already fter nearly 20 years of working in industry as well as areas that could impact a considerable shift towards “risk-sharing” healthcare communications, the any business. in biopharma partnerships as opposed to Aexcitement never gets old for me. • Assemble a cross-functional team of in- “risk-taking.” What’s not to love about an industry that’s house and external consultants to serve as The influx of COVID-19 public-private critical to life itself, rife with issues and con- subject matter experts should a crisis arise. partnerships supported clinical trial co- troversy and delivers a solid dose of the un- • Determine communication protocols ordination, mitigated expected on a daily basis? and ensure the policy is clear and commu- manufacturing bottle- In my mind, a highlight is the problem nicated internally. necks and expedited solving our job requires every day. Whether • Develop reactive responses and train regulatory pathways. pursuing an opportunity, managing an issue approved spokespeople on standby state- In lockstep, the tone of or leveraging an insight, it’s our responsibili- ments. messaging shifted to ty to chart the path forward on behalf of our Global pandemics aren’t often on the list reflect this unified land- clients. We create integrated annual plans of expected—or unexpected—scenarios scape with an urgency based on industry research and analytics, in crisis plans. Encountering this pandem- and transparency across tailor communications strategies to achieve ic required quick assessment of previously data communications measurable goals and lead teams to execute prepared crisis plans, balanced with a close to support learnings Kate Coyle against those plans, all while juggling the eye on changing industry updates and a rec- from failures and suc- day-to-day zigs and zags, proactively and ognition and monitoring of the unknowns. cessful innovations in parallel paths. reactively tapping into competitive news One additional element of crisis commu- Centenarian views and industry trends. nications that can be overlooked is defin- I had the fortunate experience to spend From the vantage point of Fall 2020, many ing success. This has been a hard lesson in time with a family friend this summer, a of us can recall with deep fondness the start the age of COVID-19 with varied recovery centenarian still sharp as ever as she ap- of this year. When the JP Morgan Health- timelines, changing and conflicting man- proaches her 103rd birthday. I asked about care Conference came to a close in January, dates and governing bodies setting and her experiences living through two global just days after the first COVID-19 death in moving goalposts without always commu- pandemics. Though she’d just been born China was reported by the New York Times, nicating the rationale or strategy driving when the world was hit with the Spanish the top concerns we faced as an industry decisions. flu, she had many stories about resilience, were the relative lack of big deals, lack of Authenticity recovery and relative risk. A hundred years diversity in the industry and among con- Authenticity has always been a core pillar from now, when assessing how the world ference attendees, drug pricing and priva- in corporate communications, from leader- reacted to this global pandemic, it’s hard cy concerns associated with healthcare AI ship, to mission and values and everything to say what the takeaways will be, but there data. Fast-forward nine months, and … in between. In the midst of the global pan- will surely be many. While I won’t hazard to need I say more? 2020 has consistently de- demic, authenticity seemed inescapable and guess what the world will look like in 2120, I livered the unexpected like an infomercial yet paramount. Companies were forced to feel confident that preparation, authenticity call-to-action, “But wait, there’s more!” look at themselves in the mirror, or Zoom and collaboration will still be critical in the Although the year isn’t over, and we find video share, and put their corporate values ever-changing, problem-solving world of ourselves continuing to work through some to the test. What emerged was a renewed healthcare communications. of the unexpected challenges 2020 present- understanding of the importance that when We’re not yet on the other side of this pan- ed, I find this pivotal year has reinforced communicating across stakeholders in cor- demic, but I hope that 100 years from now, some of the core tenets of communications, porate and healthcare, messaging must be the centenarians of that time will be able to driving pervasive conversations about the authentic, consistent, credible and concise. speak about our resilience and resurgence. healthcare industry and forcing new di- Aligning authenticity and consistency Could the flexibility that Operation Warp alogues on development, efficiency and requires awareness and attention to detail. Speed and the Emergency Use Authoriza- growth. If harnessed appropriately, globally, Everything from media materials, social tion process enabled help foster continued the learnings from this year can drive stron- content, investor presentations and internal clinical trial engagement and enrollment ger industry positioning before the next intranet updates should be consistent with in a post-pandemic era? Can we harness pandemic strikes. a company’s overarching narrative, shifting the efficiencies born in 2020 to drive a new Preparation only when necessary to align with changes era for healthcare solutions with enhanced A crisis is never welcome, but the right re- in strategic priorities. data-sharing technology? Will the elevated sponse can drive market reputation. When This year, the scrutiny that corporate mes- understanding and household dialogues advising our clients around issues of pre- sages are held to was tested from many an- around science result in increased STEM paredness, we ensure these critical steps gles, making proof points, case studies and funding and inspire more of today’s youth are mapped out in detail and updated with anecdotes all the more important to validate to pursue careers in healthcare, resulting in some regularity. positioning. greater diversity across all aspects and titles • When first developing a crisis plan, cast Collaboration in the field? a wide net to identify potential expected or While biopharma M&A deals and part- Collectively as healthcare communicators, unexpected scenarios and vulnerabilities, nerships have long been key components these are problems we can help solve. including those specific to the company and of healthcare R&D, COVID-19 served as a Kate Coyle is Managing Director at ICR. 

34 OCTOBER 2020 | WWW.ODWYERPR.COM

FEATURE Healthcare communications challenges during COVID-19 Why the digital health community has a responsibility to guide virtual care, they’re unclear about whether consumers through our new reality. their insurance will cover it, especially post- By Kathryn McMahon Arrigg COVID, and which telehealth services are available in their network. While in many OVID-19 has forced us to change our The reality of wearables cases temporary provisions have been put behaviors, and how we manage our Another factor associated with staying in place, decisions about future coverage Chealthcare has been no exception. As out of the doctor’s office is the wide range of will be in the hands of Medicare and private such, this unforeseen pandemic must also digital tools available to today’s connected insurers. Likewise, insurers and insure-tech stimulate change in the way stakeholders consumer. Without a huge investment, we brands can build loyalty across the digital health community com- can easily measure our heart rate, sleep ac- and trust by communi- municate with consumers and educate them tivity and more at our own convenience. In cating early and often about their products. fact, Apple recently announced that its latest with consumers about The biggest COVID-related transforma- version of the Apple Watch will now mea- these changes. Email tion across the healthcare landscape is the sure blood oxygen levels. This measurement and social media are rise of virtual care and increases in tele- is particularly interesting right now since effective channels, but health. While these platforms have slowly lower blood oxygen levels may be a sign of a multimedia tools, such gained market share for years, legislation re- respiratory illness, such as COVID-19. But as video and podcasts, lated to patient privacy was largely holding how much can you rely on this measure- are additional ways for it back until stay-at-home mandates tested ment—and others provided by smart devic- executives to communi- Kathryn McMahon Arrigg the strength of telehealth on a national scale. es—without receiving additional input from cate changes in a succinct But how many of these changes are here your physician? With less frequent doctor and easy-to-understand manner. to stay once we’re on the other side of the visits, the onus is on wearable brands to Tapping in to the new conversation pandemic and we resume life as we once properly communicate to consumers how Clear and succinct communication from knew it? to best use this information and when it’s brands in the digital health space will con- Consumer questions time to seek medical attention. tinue to be essential during this new era, but Let’s consider where we were less than Channels where brands make a difference just as COVID has mandated a new experi- a year ago: Whether it was due to lack of Given these new factors, digital health ence, brands must also match that path with availability as a result of legislative red tape brands—especially those with a hand in vir- new strategies to effectively reach consum- or personal preferences, many patients tual care—have an opportunity and a high- ers. didn’t take advantage of virtual care options er responsibility to help to communicate The first step is to assess your tools for me- prior to the pandemic. In fact, according to benefits, early lessons learned and pitfalls of dia and social listening to better understand a Kyruus survey, the majority of healthcare telemedicine. One way to improve commu- and monitor virtual care and telehealth con- consumers had their first-ever virtual visit nication is to leverage their own data. Key versations. This discovery process will give during the COVID-19 pandemic, and over statistics associated with virtual care of in- brands the information they need to adjust 75 percent were satisfied with their virtual terest to stakeholders could include patient messaging and positioning as needed. Take care experiences. According to a McKinsey satisfaction scores, cost savings, need for the same steps you would if you were a new- report, since the COVID-19 pandemic, in-person intervention, and more. ly formed company: Reassess your brand’s medical providers have rapidly scaled their For example, perhaps an Electronic Health competitive differentiators within the con- offerings and are seeing 50 to 175 times the Record vendor has insights into the number text of the new landscape, develop brand number of patients via telehealth than they of rash-related dermatology cases that were language, test positioning with key audi- did before. closed out without needing an in-person ences and segment thought leadership ef- Virtual care offers many natural advantag- visit. Brands can deploy that data as part forts to align with buyer personas. Re-train es. But what may still be confusing to con- of their content marketing strategy to help your executive thought leadership team on sumers is what areas of medicine are most inform consumers’ decision-making. If they how to communicate new messages across effective via virtual health, and what does are in a similar position, these types of en- earned, owned and shared channels. From innovation look like? gagements will help them understand their there, measure key analytics early and often It may be easy enough to confer with a level of confidence in virtual diagnoses vs. to assess whether this new positioning is ef- general practitioner over the phone about in-person. fectively breaking into the new conversation cold symptoms, but what if you need to Another key focus for brands from a com- and having an impact. see your eye doctor about vision problems? munications standpoint is security associ- Our communities may look and feel dif- Therapists are now seeing patients virtually, ated with virtual care. It’s up to brands that ferent, but the goal of thought leadership and while this channel may be more con- are enabling telehealth or providing virtual remains the same: to inspire consideration venient for patients, can it be as effective as support via AI to communicate the steps and action. Regardless of the outcome of the face-to-face interaction? If you notice a rash, they’ve taken to reduce the risk of patient telehealth revolution, digital health brands it’s possible to send an image to your derma- data being compromised. Thought lead- should invest in thought leadership and tologist, but do you still need to go in for ership highlighting progress brands have leverage data. Brands that tap these resourc- your annual mole scan? As we continue to made in data security is an excellent oppor- es to ensure consumers have a proper un- take advantage of the benefits of virtual care, tunity to demonstrate how your company is derstanding of their options, changing reg- consumers are asking these questions, and at the forefront of patient data protection. ulations and the benefits of this new frontier it’s the responsibility of collective healthcare What’s covered when the dust settles? in healthcare will position themselves to be stakeholders—government, providers, pay- Insurance coverage is another area in the most successful. ers, technology providers—to help consum- which consumers will be seeking clear com- Kathryn McMahon Arrigg is Director at ers navigate this new terrain. munication. While many are interested in PAN Communications. 

38 OCTOBER 2020 | WWW.ODWYERPR.COM

FEATURE Unlocking clinical trial recruitment in the COVID-19 era Best integrated marketing practices for addressing unprecedented challenges caused by the COVID-19 crisis. By Michael Roth and Bob Pearson t’s nearly impossible to identify a facet of A smarter approach ize that awareness works more effectively our healthcare industry that hasn’t been The truth is, during times of accelerated when the audience is interested in the top- Idirectly impacted by the COVID-19 pan- competition for patients, disparate resourc- ic. Common sense. Through analytics, we demic. It follows that the vast majority of es and scattered focus by local sites, success can focus earned, shared and paid media health news and information is focused will require a hyper-agile, targeted mar- on specific locations to on the pandemic itself, as well as ways to keting campaign that can be thought of as match desire or need stay safe and healthy. So, where does that PESO (Paid, Earned, Shared and Owned) with awareness. leave the other 99 percent of products and Plus. Our approach to unlocking clinical Make it easy to enroll. services that are still vital to our long-term trial enrollment relies heavily upon assem- This is worth repeating: health and wellness? Marketing, lead gen- bling the right team of experts, including: Make it easy to enroll. eration and education of any kind now regulatory experts to iron-out complex Build a 24/7 365 call cen- require that we step back and think hard Institutional Review Board situations; a ter to support the trial about new approaches and more innovative top-notch analytics team; “audience archi- and ensure that all calls methods to get your messages out there and tecture” acumen to drive all media choices; are taken/followed-up. Michael Roth meet your strategic goals. That would make senior media strategists and practitioners; You may need to rebuild common sense. and site-driven technological innovation websites to improve Yet many agencies find themselves ad- to make sure the funnel—from top to bot- ease of enrollment and dressing “COVID-era” business challenges tom—is fully operational and eradicates ability to share content through a lens that matches a time that’s any obstacles that lay between a potential with others. Make the come and gone. It’s vital that we take a hard applicant and enrollment. experience one that you look at once successful strategies and tactics PESO Plus is known for its agility. Our use would appreciate and across our marketing armamentarium and of sophisticated algorithms helps us under- take ownership of the pressure-test them for the post-COVID era. stand where to focus in each city, whom to full experience, not just Most recently, Bliss and Next Practices reach out to and how local ecosystems ac- part of it. Group industry leaders looked at the state tually operate. We can see what’s working, Magnify the voice of Bob Pearson of our Clinical Trial Recruitment market- when to use paid, earned, shared or owned clinical investigators. ing work and decided it was time to “flip it marketing tactics, when to combine strat- Create blog posts and columns for trial in- on its head” in this new era as we strive to egies for greater impact and, quite frankly, vestigators. Make sure to interview leading hit the ultimate client objective: rapid en- when to stop doing any work that’s not as thought leaders locally to reach their au- rollment. effective as we thought. We let the truth of diences and expand impact. Amplify their The new obstacles the market guide our efforts. important role and unlock their insights. If you’re fortunate enough to work on Within our model, we use the “5 Ms” as a The result is an approach that aligns the potential COVID-19 treatments, you’ll strategic filter: audience with the story and not the reverse. confront a litany of unforeseen obstacles The 5 Ms With technology and analytics, we can cre- involved in trial enrollment. Conflicting or To have a good shot at delivering optimal ate the experience that we would all want if confusing guidance from federal agencies, patient enrollment numbers to clients, we we, ourselves, were the patients. widespread public fear of both the disease recommend an approach that uses “The 5 Michael Roth is Head of the Healthcare and a potential cure, the media’s desire—on Ms,” which works as follows: Practice and Partner at Bliss Integrated both sides—to unearth conflict and bolster Maximize your study sites. Each site is a Communication. Bob Pearson is Founder a political angle on scientific issues and trial launch pad to tell the full story of the trial and Chair of The Next Practices Group. sites trying to find patients that fit narrow (e.g., disease, history of medication, devel- enrollment criteria are all factors that make opment of your treatment, past successes) PR news brief the already staggering task of clinical trial and engage in thought leadership. Ana- IPG sells Weber Ireland enrollment extremely difficult. lytics provides the precision to know who Interpublic is selling Weber Shandwick’s Ireland Even if you’re working on CTR that has can best tell the story, where we can most operations to local management. Siobhán Molloy, Managing Director of the business little or nothing to do with COVID-19, effectively reach patients and what aspects in Ireland, will take over the Dublin-based operation, you’re dealing with trial sites that you once of our story will resonate. while Ross Williamson is acquiring the Belfast office relied upon being torn in multiple direc- Message the story so it’s simple and in Northern Ireland. tions. Medical institutions are increasing- shareable. If we follow the ABCDE Mod- “Operating as an independent agency will provide us with additional opportunities and agility to develop ly understaffed and no longer focused on el—audience, behavior, content, design/ our business in this market while remaining as the business as usual. In short, they’re under- delivery and evaluation—we can create a Irish partner to the international Weber Shandwick performing and not meeting CTR goals. straightforward narrative and align core network, which has served us well for the last 20 To compound the issue, patient referrals messages that have potential to shape the years,” said Molloy. have plummeted, as physicians are focused market. We also optimize our ability to en- Weber Shandwick Ireland serves clients such as Amazon Prime, Nestle, Irish Hotels Federation, Ard- elsewhere. And finally, outreach efforts are sure all sites are aligned and all media are more and Ericsson. falling flat because no one really cares about receiving the same basic messaging. It launched in 1989 as Financial & Corporate Com- “foot fungus” during the age of the worst Match interest and media. If identify- munications and became part of Weber Shandwick in global pandemic since The Spanish Flu. ing interest is the main objective, we real- 2000.

40 OCTOBER 2020 | WWW.ODWYERPR.COM

FEATURE Women must prioritize preventative care Communicators can play an instrumental role by inspiring women to take charge of their health. By Wendy Lund he COVID-19 pandemic has chal- An additional 25 percent of women said putting themselves after everyone else. The lenged us to think about health in they didn’t think preventative screenings lowest concern was being stressed about Tnew ways. were necessary for them, with the high- a health condition that could have been When the stay-at-home orders started, est numbers (41 percent) among women prevented or treated differently (three per- and doctors’ offices and hospitals filled ages 65 to 74, a group highly likely to need cent), which further indicates women are with patients in need of urgent care, it may screenings. not concerned about missing preventative have initially seemed safer to delay or re- Women also cited schedules packed care. schedule routine checkups and screenings. with family and work obligations, with the On a more positive note, the arrival of Even the medical community sent mixed highest numbers (38 percent) among 18- a vaccine for COVID-19 could potential- messages early on, advising people to keep to 24-year-olds. This reinforced findings ly help restore some semblance of normal only critical appointments and suggesting from previous #BeHealthiHer surveys, in life. Many of the women (58 percent) sur- that non-essential cancer screenings be which most women (77 percent) said their veyed said they plan to get the vaccine as postponed. job schedule prevented them from book- soon as it becomes available, including 64 Now—approximately six months into ing regular screenings, and those working percent of women over 55 and 74 percent this global health crisis—the medical com- in healthcare marketing and communica- of those between 18 munity is predicting a rise in cancer rates tions fields reported strikingly high levels and 24. due to preventative screenings that’ve fall- of stress. However, given the en through the cracks during the shut- In addition to uncovering barriers to pharmaceutical in- down. preventative care at the individual level, dustry’s speed in de- Troubled by this news and recognizing the Stay Healthy survey also provided in- veloping a viable vac- the potential long-term implications it sights into broader trends that could im- cine, the window to could have for health systems, GCI Health pact women’s health in 2020 and beyond. generate support for and HealthyWomen teamed up in July to While telemedicine has made it possible universal vaccina- explore how women were approaching to connect virtually with doctors and care tion is relatively small their preventative care during the pan- teams, the remote health platform also and closing quickly. If Wendy Lund demic. This next phase of #BeHealthiHer, poses hurdles for some women. enough people aren’t which launched in 2017 in partnership Appointments that don’t require diag- vaccinated, the public health gains could with Prevention magazine, is focused on nostic tests can easily be adaptable to tele- be much smaller than expected. This will making health a priority for women across health, but in-person visits are still neces- require ongoing education, encourage- generations by reminding them that taking sary for many preventative care screenings, ment and engagement across the health- care of yourself isn’t selfish. such as mammograms, gynecologic care industry. To understand how many women were screenings, colonoscopies, blood work and Despite all the uncertainty in the world delaying or missing important appoint- blood pressure monitoring. today, #BeHealthiHer Now wants to re- ments, GCI Health, HealthyWomen Further, the survey found that women’s mind women that when it comes to taking and Prevention conducted a survey, Stay levels of comfort navigating telemedicine charge of their health and holding their Healthy in 2020, which revealed that the varied by age and generation. While many loved ones accountable to doing the same, preventative care issue had deeper roots women (42 percent) have engaged with there’s no better time than the present. than anticipated. The majority of women telehealth, the highest group was those The goal is to provide tips, inspiration (70 percent) weren’t getting regular screen- between the ages of 18 and 24 (57 per- and expert advice to help them get health- ings for health conditions like cancer and cent), with the lowest numbers (36 per- ier, stay healthier and live more vital lives. heart disease, even before the onset of cent) among those over 75. In the younger For example, many women may not be COVID-19. group, 65 percent felt they got the same aware of the screenings they should be Fueled by these findings, #BeHealthiHer quality of care compared to in-person vis- getting at what age. #BeHealthiHer Now is Now is issuing a call-to-action to reinforce its, while only 45 percent of the women offering resources to remind women when the urgency and importance of preventa- over 75 felt that way. the right time is to get important screen- tive care and encourage more women to Mental health emerged as another area ings for conditions such as hypertension, focus on their immediate health and book for concern, with 36 percent of women various types of cancers, thyroid disease appointments for screenings. surveyed saying they have increased their and bone mineral density. Stay Healthy in 2020 looked into what alcohol consumption since the start of the As communicators, we can play an im- was keeping women from scheduling the pandemic. Given the link between alco- portant role in raising awareness about the preventative screenings they need to main- hol consumption and certain cancers and necessity of preventative care and inspiring tain good health and found three primary health conditions, there’s reason to be con- women to prioritize self-care, for them- factors trending across all ages and races. cerned about whether these could manifest selves, for their families and for society. It’s One in four women noted that healthcare without regular health screenings. time that more women realize that taking costs or lack of insurance were the main Overall, the biggest mental health con- care of themselves is as important as taking barriers, especially for Black women, rein- cern was worry over someone in their fam- care of others and put themselves at the top forcing significant racial disparities in ac- ily getting the virus (23 percent), consistent of their list of priorities. cess to preventative care. with our previous findings that women are Wendy Lund is CEO of GCI Health. 

42 OCTOBER 2020 | WWW.ODWYERPR.COM

FEATURE Widening the focus in COVID-19 research

Healthcare communications plays a critical role in our road to been invested in research and development normalcy as we search for a COVID-19 vaccine. of a COVID-19 vaccine—the pathway to By Mark Senak our normalcy—there must also be large in- vestments in the science behind the art of fter months of social distancing— thousands who have participated in the communications. This investment can’t wait and for many, economic distanc- sizable clinical trials now underway). And until the vaccine arrives. Research should ing as well—and with over 200,000 in the middle are those who are cautious A be taking place now into the key audience Americans dead and many more ill and and concerned, those who are prone to wait who needs to be engaged. The effort will infected, people are understandably crav- and see what happens. This middle group is have to involve not only skilled strategists ing liberation from the COVID-19 pan- the key audience that we must focus all our in communications but will also require the demic and a return to normalcy. But, in time and resources on. coalescence of many healthcare stakehold- fact, the only obvious means to that end is Right now, the focus on this critical audi- ers: medical societies, one where the population achieves “herd ence is, at best, fuzzy. In the past few weeks, providers, payers and immunity,” where so many people become there have been several surveys with varied patient organizations. immunized that the virus has nowhere left outcomes defining the population’s intent Moreover, it will take to go. to take a vaccine when one becomes avail- a sustained campaign Herd immunity can be achieved only in able. In early August, a Gallup poll was that masterfully utilizes one of three ways: one, millions upon mil- published that said one in three Americans social media strategies, lions get infected and we suffer with a high would not get a vaccine; in mid-August both paid and organic. level of associated mortality; two, a large NBC published a survey that said less than We can’t afford to see portion of the population gets vaccinated; half would get a vaccine; and in the first the trend in surveys on and three, a combination of the two. The week of September, CBS published a sur- vaccination continue least costly to human life by far is the sec- vey that said that only one in five would get Mark Senak on the current trajec- ond. It’s also the most difficult to achieve. a vaccine as soon as possible. These find- tory. There must be coordinated planning Under normal circumstances, a true ings should alarm us all. We need to know now and flawless execution as we head into medical breakthrough doesn’t require a much more about what these millions of even stiffer political headwinds, or else the great deal of prompting and promoting to hesitant people are thinking and feeling. investment made in research and develop- drive use by the affected population. Take We should know them better than we have ment is at risk, and, as a result, our pathway the AIDS epidemic: after a decade and a known any audience. And we should know to normalcy detoured. half without any effective treatment for what the most convincing and persuasive Mark Senak is a Senior Vice President HIV disease, protease inhibitors and other messages are and who should be delivering and Partner in FleishmanHillard’s Global antivirals were swiftly adopted upon arriv- them. Healthcare Practice.  al and brought dramatic change to a bleak With respect to the “who,” we already circumstance. have some insights. According to the an- Media news brief But a COVID-19 vaccine faces partic- nual Gallup poll that ranks the regard the Fox News slices almost 3% of ular hurdles to adoption. Sure, there’s the public has for various sectors, it isn’t the vocal anti-vaccination movement working pharmaceutical industry and it isn’t gov- workers in the background, but the challenges for ernment: both rank poorly and have for Fox News is restructuring its business operations, a COVID-19 vaccine are even greater than two years in a row. Yes, the healthcare in- a move that will trim almost three percent of its work- force. for other vaccines. People who would nor- dustry has experienced a bump in reputa- “As Fox News Media has evolved into a stream- mally be vaccinated are skeptical for myriad tion this year for the first time according to lined multi-platform organization, we are realigning reasons including distrust of the pharma- Gallup, but it’s all relative. And the lack of several functions and restructuring various divisions ceutical industry, concern over the speed at credibility of government—including the in order to position all of our businesses for ongoing which COVID-19 vaccines are being devel- success,” the network said in a statement. FDA and CDC—has only been exacerbated No cuts will be made to on-air talent. oped and, very importantly, the profound by political circumstances as evidenced by Deadline reports the cutbacks due to COVID-19 are political interference in the process that has recent news reports of pressure brought to on the hair and make-up department. undermined credibility and confidence in bear on CDC to restrict content and ques- Guests will no longer receive makeup and hair ser- the principle organizations charged with tion science by political appointees in the vices; only anchors and contributors will because of concerns over safety amid the pandemic. protecting public health. Trump Administration. Fox Corp. suffered a 73.3 percent decline in Q4 All this means that the challenge we face It’s increasingly clear that the white coats (ended June) net to $122M on a four percent dip in on our road to normalcy isn’t only a scien- may also be the white hats in this mix. revenues to $2.4 billion. tific one, but one in which highly effective In addition to the messenger comes the Ad revenues fell 22 percent at the FOX Television communications must play an essential Stations, There also were fewer live events at FOX question of the medium. Social media and Sports and fewer hours of scripted programming at role. influencers— “people like me”—have great- FOX Entertainment due to the pandemic. As with any public health effort, one can er sway on the outlook of individuals than CEO Lachan Murdoch remains upbeat. “We en- readily divide the stakeholder audience into news from institutional sources. The role tered the COVID-19 crisis on sound operational and three groups. First are those who will not be of social media platforms—and of strate- financial footing and we expect to emerge from this pandemic more competitive, more focused and even convinced under any circumstances to take gies—is obvious in political campaigns and more strongly positioned to deliver value for our view- a vaccine. On the other end of the spectrum should be no less obvious in a campaign to ers, partners and shareholders in the years ahead,” are those who are anxiously waiting in line get people onboard with vaccination. he said. for the vaccine now (including the tens of In short, for all of the billions that have

44 OCTOBER 2020 | WWW.ODWYERPR.COM

FEATURE Beyond COVID-19: health’s defining moment for trust As healthcare companies around the world work at breakneck speed to uncover solutions for COVID-19, they’re simultaneously embarking on a pivotal moment that could ultimately transform long-term trust in an industry often challenged reputationally. By Courtney Gray Haupt 020 marks the 20th year Edelman though positive sentiments are not likely focus on facts-driven, bipartisan commu- has studied trust across institutions; to remain without sustained and long-term nications led by trusted institutional voices 2it’s also a year significantly marked action. will be critical. For example: by the global pandemic, with many more Edelman data from several separate stud- • Partnering with local governments in questions currently than answers about ies this year has helped shine a light on high-risk communities on public health the future of the world and the future of what healthcare companies can do to safe- education and aware- health. And yet, the 2020 Edelman Trust guard their trust gains, especially in three ness efforts. Barometer Spring Update: Trust and the key areas: • Highlighting cross- COVID-19 Pandemic found that, surpris- Empathy drives research industry and public- ingly, trust in institutions broadly—and The 2020 ETM study found seven in private collaboration healthcare specifically—increased globally. ten Americans trust pharmaceutical and ef­forts to reinforce The January 2020 study found that in biotech companies to tell the truth about commitment to public the U.S., only 56 percent said they trust COVID-19 and how they’re working to ad- health and pandemic the healthcare sector to “do what is right.” dress it. However, more than half view cur- solutions. In May 2020, that number skyrocketed to rent communications as “too corporate” Heading into 2021, Courtney Gray 74 percent. Trust levels in healthcare sub- and “lacking in empathy.” While scientists healthcare organiza- Haupt sectors in the U.S. also increased, in some and researchers are working tirelessly to tions will need to nav- areas quite dramatically from earlier in the bring large-scale societal solutions to the igate the evolving regulatory and policy year: 78 percent trust hospitals, an eight- pandemic, executives and institutional landscape with trust-driving solutions that point increase; 62 percent trust insurance, a leaders need to focus on bringing empathy transcend politics to address access and 15-point increase; 69 percent trust biotech, back to the discussion. This can be done health disparities as well as the importance 14-point increase. Though trusted by fewer by: of science and innovation. people when compared to the other health • Showing real world impact through the Solutions aren’t just COVID-specific subsectors, pharma at 64 percent trust had stories of employees—like researchers, sci- Making a COVID-19 vaccine, test or the largest increase—a record-breaking entists, patient advocates, front line work- treatment is not a requirement for being 26-point gain from January. ers—who are spending their days dedicat- perceived as contributing meaningfully Digging deeper into the trust increase in ed to protecting patients and public health. to health solutions, our 2020 ETM study pharmaceutical and biotech companies, • Convening patient advocacy groups found. Meaningful and impactful efforts Edelman conducted a separate U.S.-based and community leaders for meaningful are judged based on other critical societal study in May 2020, through our propri- and transparent dialogue about commu- need. Case in point: there’s substantial con- etary Edelman Trust Management research nity needs and localized challenges and cern with ensuring those who have chronic platform. Among the findings were that solutions. health conditions, outside of COVID-19, eight in ten Americans believe the United • Instituting regular CEO live check-ins are still receiving the necessary care. States won’t make it through the pandemic on social media to answer common ques- Employee welfare, community support, without pharmaceutical and biotech com- tions from the public. transparency, in addition to pandemic re- panies playing a critical role. • Clearly communicating efforts to pro- sources, are all expected. Ways healthcare Clearly, all eyes are on healthcare to pro- tect employees’ mental, physical and finan- companies may showcase their impact to vide solutions during this unprecedent- cial wellbeing during the pandemic and communities include: ed public health crisis. Yet this increased beyond. • Donating life-saving medications to level of trust is no doubt joined with in- Balancing politics with public health community clinics or technology to high- creased expectations of how healthcare The Edelman Trust Barometer Special risk populations who would benefit from companies—and particularly pharma and Report: “Workplace Trust and the Corona- telemedicine. biotech—will behave both now and in the virus,” fielded in August 2020, found that • Conducting local media tours with or- future. In addition to understanding what in the U.S., there’s a clear political divide ganization leaders and researchers to dis- is expected of them, healthcare companies in trusting the recommendations of pub- seminate high-quality, reliable information will need to clearly communicate how ex- lic health authorities. When asked about based on localized data. pectations will be met and the actions they actions required to keep workplaces safe • Creating and promoting access pro- are committed to taking. from the spread of COVID-19, 63 percent grams to ensure those in high-risk popula- What we also have seen, based on our 20 of Democrats agreed on the mandato- tions are able to receive both the treatment years of Trust Barometer research, is that ry use of masks while only 44 percent of and care needed. maintaining double-digit increases in trust Republicans said the same. On a broader Expectations are much higher as a re- is tenuous and often unsuccessful. In fact, scale, Democrats were more likely to say sult of the pandemic, and a majority be- sharp rises in trust like those documented they would take a government-approved lieve that pharma/biotech are pivoting in the past six months are often followed by COVID-19 vaccine than Republicans, at faster and more effectively to address the a significant loss in trust the following year. 64 percent vs 59 percent respectively. With situation. But, a short-term, narrow focus These massive trust gains are a promising the political divide likely only to increase opportunity for the healthcare industry, as the U.S. Presidential election nears, a _ Continued on next page

46 OCTOBER 2020 | WWW.ODWYERPR.COM Empathy-driven brands reimagine the selling model Traditional insight methodologies and selling strategies often miss eliciting an emotional connection with customers. Challenging this oversight is critical for brands engaging with healthcare pros as they face massive disruption. Taking a moment to listen, and demonstrating empathy, is the right thing to do for customers and your business. By Blake Schiller

ow do you feel? Seriously, how do that require extra training. in a virtual setting?” or “How do I con- you feel? A confluence of econom- • 84 percent are experiencing severe and nect patients with critical resources like Hic, political, societal and educational continuous stress. samples or education if my reps can’t call disruptions—to name a few—are present These are new realities every specialty on offices?” Those in everyone’s life at the moment. Now, faces, and as a result, the practice of med- are Blockbuster ques- more than ever, the question of “how you icine is rapidly changing at scale. One by- tions. Not “blockbust- feel” is incredibly relevant. We, as leaders product of these dynamics are permanent- er drugs”; I’m talking in marketing, advertising and PR, ask this ly closing doors to Pharma and Biotech about Blockbuster, the to preserve ourselves and persevere. sales forces. Time is the commodity HCPs VHS rental company We also ask “how do you feel” of others are after, and according to findings shared infamous for not inno- to demonstrate empathy and offer support: by pharmaphorum, they don’t have it for vating when it needed to family members, friends and colleagues traditional sales forces any longer. to. Kicking itself for especially. But have we asked or thought • 30-40 percent of specialists don’t want allowing Netflix to about how customers feel? Conducting to have any engagement with the pharma- enter and disrupt the Blake Schiller market research with customers about ceutical industry any longer. market. The hallmark of the disruptions they’re facing, or combing • In primary care settings, fewer than 50 these questions, and companies who fail through analyst observations on the sub- percent of general practitioners want to see to innovate, is inward rational thinking. ject isn’t earnestly understanding them. a representative, even by video. Instead, we need to ask ourselves a Netflix According to “Consumer.ology,” a book Even where opportunities exist to engage question, with a reimagined future that’s by consumer behavior expert Philip HCPs, the perception is that the industry empathetic toward customers. It sounds Graves, traditional market research actu- is doing it poorly. Simply put, Pharma and something like this, “How do I create value ally violates basic neuroscience on human Biotech are not evolving at the same pace for my customers through my brand/com- consciousness and lacks the empathy nec- as the practice of medicine. pany by not being disruptive to the evolv- essary to uncover the authentic truth with- • 42 percent of providers cannot think of ing practice of medicine.” in customers. a pharma manufacturer that has effective At imre Health, our reimagined future is Instead, at imre Health, we champion virtual/digital selling capabilities, accord- simple: we must shift from sales to service. taking a moment to listen. To understand ing to research shared by Ipsos in April. imre Health believes that selling is losing customers by mining the head, the heart Bottom line: traditional selling models in impact, so we must enable brands to main- and the gut. Traditional insights and strat- Pharma and Biotech are eroding because tain relevance through service experienc- egy rely too heavily on the head—the ra- of the COVID-19 shutdown. Realistical- es that drive relationships, create value, tional being. But customer beliefs and de- ly, they may never look the same, as the and enable persistence. Key to this mod- cisions are also unconsciously emotional practice of healthcare adjusts to “new nor- el is compassionate intelligence, which is (the heart) and instinctive (the gut). The mal” in lieu of manufacturers. Similarly, emerging as a modern core competency customer-type most in need of market- non-personal promotion or digital mod- for healthcare sales and marketing execu- ing, advertising and PR leaders who listen els aren’t gaining traction because HCP tives navigating this new normal, as well as are healthcare professionals. Is there an customer attention cannot be afforded to an understanding of the HCP omnichan- economic sector more disrupted than the industry platforms that are increasingly nel and virtual experience. Our goal is to practice of healthcare? I’ll wait. fragmented. Now, more than any other add value to physicians’ practices, elimi- Consider this: An April PCC survey time, commercial executives in Pharma nate obstacles for them and help improve found that primary care physicians are and Biotech must reimagine the future of patient outcomes. facing more challenges than ever amid engagement with HCP customers to drive Reimagined services that can bring this COVID-19: relationships and sales. to life include direct-to-physician or pa- • 51 percent of primary-care providers So, what’s being done? At imre Health tient subscription services, applied science are uncertain about their financial future. we keep hearing the question, “How can medical education delivered through mod- • 80 percent have added new platforms we deploy our sales force more effectively ern mediums, and extending the HCP’s in- fluence to patient homes through virtual A DEFINING MOMENT FOR TRUST tions leaders need to balance immediate care (to name a few). _ Continued from page 46 needs with long-term public health goals. I ask again: How do you feel? Better yet, Sustained change is needed to ensure this how do you feel about the way your brand won’t bring the long-term impact neces- critical moment systematically changes the is showing up in service to customers? Un- sary to truly reshape trust for the health- trust people have in the organizations that sure? Optimistic? Pessimistic? We can help care industry, both in the United States and spend their days dedicated to advancing you listen and reimagine customer engage- globally. As institutions’ brightest medical public health. ment. minds come together to bring us out of this Courtney Gray Haupt is U.S. Health Chair Blake Schiller is Executive Vice President at pandemic, their business and communica- at Edelman.  imre Health, the life sciences arm of imre. 

WWW.ODWYERPR.COM | OCTOBER 2020 47 FEATURE Leading through awakening, accountability and equity

Leaders within the biotechnology, pharma and healthcare spaces recognize the value in taking a stance on diversity and inclusion issues, but are often uncertain on where to begin. By Cynthia Isaac inally, people are paying attention. about how to proceed. Our own top-line of your stakeholders’ biggest needs versus In the stillness, quiet and anxiety of review of leading pharmaceutical compa- company actions to identify where you can FCOVID-19, leaders are being called ny responses in social media to BLM and make an impact as an organization. upon to address immediate needs around George Floyd protests from late May to Quick pulse surveys, social media anal- systemic racism and inequities in their July 2020 revealed that: yses and advocacy relationships can all communities and workplaces. And to do • Only about a third of content from fuel insight into DE&I commitments and something. Corporate reputation, employ- pharma companies had an executive as the proposed messaging. Use those outputs to ee morale and leadership trust is at stake. carrier of the DE&I message; most were close the gap between where the company Unequal care creating unjust outcomes general social media posts. is and where it wants to In my field, the business of healthcare, • Few pharma companies tied social jus- be, identifying strate- the stakes are higher, and companies ac- tice posts directly back to healthcare. gies for immediate and customed to focusing on symptoms, treat- • Only a fifth of mentions on social me- longer-term wins based ments and outcomes find themselves called dia had a connection to healthcare lines of on company ethos and to account for undeniable impacts of sys- business, health education or health ineq- stakeholder needs. temic injustice on the health of the popula- uities. Third, bring in the tions they serve. • Few linked concrete steps companies experts. As we tackle I know firsthand that workplaces within are taking to pursue social justice. some of society’s most the biotechnology, pharma and hospital • Less than a third of pharma’s social challenging and sen- Cynthia Isaac arenas aren’t as diverse as they need to be. justice posts were about taking concrete sitive issues, we need In the biopharma industry, only 15 percent actions to improve DE&I in workplace or advice from people who are part of these of executives and 12 percent of CEOs are healthcare outcomes. communities, who have engaged their people of color. Only 30 percent of execu- Most organizations are eager to engage organizations and worked to align their tives and 16 percent of CEOs are women. with and communicate on behalf of their company leadership behind DE&I com- The PR and communications offices are employees and the communities they mitment. We also need expertise from no better; data from the U.S. Bureau of La- serve. Many leaders, however, are unclear arenas outside of healthcare—from media, bor Statistics from 2019 show that the PR on where to start and fear getting it wrong. technology, finance, academia, non-prof- industry itself is 89.8 percent white at the This comes in part from the realization that it and government—to provide diverse management level. the nature of leadership is intertwined with ­perspectives and expert advice with real Institutional privileges, biases and pref- the embedded injustice itself; the homoge- world insights. That’s why at Syneos Health, erences that favor one class of executives neity of c-suites is well-recognized. we’re putting together a cross-functional are reflected in outcomes. For example, As companies and organizations tackle advisory council to tap the brain power of our industry took on cancer and touted its this important issue, here are three consid- a cadre of experts to help move our clients’ great breakthroughs, and yet the mortali- erations: positive intentions into potent action. We ty rate for Black women diagnosed with First, evaluate where you are as an orga- facilitate workshop-style sessions where breast cancer is 42 percent higher than the nization in the Diversity, Equity and Inclu- leaders and these advisors can co-create comparable rate for white women. sion journey. We saw in our clients a range solutions to reach corporate DE&I goals. Advances in care have steadily lowered of engagement levels within their own The ­output is a plan that’s creative, adapt- the total infant mortality rate in the U.S. companies and leadership teams, fitting able and ­focused on solving your most crit- from 1995 to 2017. And yet, even in 2017, into four categories: ical needs by forging unique partnerships the infant mortality rate for infants of Disengaged. From the outside, these and embracing your most important stake- non-Hispanic Black women (10.97) was companies appear unresponsive to DE&I holders. more than twice as high as for infants of issues in society and lack diverse represen- Responding today, reshaping tomorrow non-Hispanic white (4.67), non-Hispanic tation among their leadership. The biopharmaceutical industry is work- Asian (3.78), and Hispanic (5.10) women. Awakened. These companies behave re- ing to save lives threatened by COVID-19, Pregnancy-related deaths per 100,000 live actively to social issues, articulating a need and I know that science and medicine will births for Black and American Indian and for change – but not a plan. create the solutions we need. As health- Alaska Native women older than 30 was 4-5 Active. These are engaged in some level care leaders, we have the opportunity to times higher than it is for white women. of tracking of diversity and in measuring drive overdue social change to improve Looking inward before acting outwardly the impact of DE&I programs. outcomes and public health long after the Nearly all executives in healthcare rec- Leading. Companies that usually have pandemic has passed. The world is paying ognized the necessity of taking a posi- established and robust DE&I initiatives in attention. Let’s use our voices and influ- tion on diversity and inclusion during place, and participate in cross-industry en- ence for good. the recent protests for racial equity. They gagements on DE&I issues. Cynthia Isaac, Ph.D., is Head of the Cor- saw the need for change, but the tentative Second, envision your goal. We recom- porate Communications Practice at Syneos steps they took reflected their uncertainty mend starting with a prompt assessment Health Communications. 

48 OCTOBER 2020 | WWW.ODWYERPR.COM

FEATURE An audience-first approach to media activation Why capturing audiences and building credibility and communities should be integral parts of a brand’s integrated communications program. By Emily Poe and Chuck Hemann

f you’re an integrated communications Starting with an understanding of the au- brand. A critical element is understanding professional, raise your hand if you’ve diences and where they are in their journey, where and how influencers can be enrolled Iheard the following question from your we can develop an integrated media activa- to share information or to weigh in on an boss or client: “We have a big product an- tion plan that leverages the inherent value issue. While organic social isn’t dead, it’s nouncement coming up. Can we get a press of earned, social and paid media. Each of true that communicators need to know release ready?” I’m assuming a great many these types of media can deliver uniquely where paid content, social ads or a formal of you have heard that in your career. If we for a company or brand and should be used influencer marketing campaign can boost also asked you to raise your hand if you’ve together. What’s the value of each to an message delivery. been asked to author a tweet, blog post or integrated communications program? We For most marketers— Facebook update, I bet we’d capture almost think it’s in building credibility, communi- and now communica- everyone reading this article. The reality ties and audiences. tors—paid media is a is, though, that the role of integrated com- For many communicators, securing critical tool because it munications has changed. It’s inclusive of earned media placements has long been the allows them to acutely earned, social and paid media. The rumors gold standard of generating awareness. It’s target their messages to of one media channel becoming less im- true that effective earned media provides their audience(s). The portant are greatly exaggerated. credibility to an organization or brand. successful execution of Before we begin dissecting the roles of Earned media relies on a third party—the paid media can deliv- earned, social and paid media, it’s import- reporter—to determine if a news story is er several things for a Emily Poe ant to take a step back and understand what important enough to share with their au- company or brand: drives the success of integrated communi- dience, their readers, listeners or viewers. • Allows for the suc- cations. Ultimately, the key to success is to Earned media, though, also carries real and cessful amplification of understand audiences well enough to effec- inherent risk because a reporter may decide earned and social me- tively reach them “where they are” in order a topic isn’t worthy of a story or may paint dia content targeted at to generate the desired action. This means a company or brand in an unflattering light desired audiences. leveraging the right analytics that help de- or quote a source who takes an opposing • Leveraging paid me- fine who the right audience is and who/ perspective. dia provides commu- what influences them, what content is res- Beyond that, it’s no secret that trust of nicators the ability to onating, what language drives action and media outlets in the United States has be- “capture” audiences for behavior change and what channels those come polarized based on party lines, and marketing in the future. Chuck Hemann audiences are going to for information and earned media is reliant on—and, in the • Creates an extension community. best case, builds—credibility. The Pew Re- of a news cycle beyond an initial press re- search Center’s American Trends Panel lease. PR news brief examined U.S. levels of trust in 30 major • Drives critical traffic to branded proper- Trader Joe’s, AAA ranked most news sources between Oct. and Nov. 2019, ties—the “owned media” in the PESO mod- with the survey showing that Democrats el—so the audience can learn more about authentic brands trust most major news sources whereas the company or brand. Trader Joe’s, AAA, Samsung, USAA and Target Republicans distrust most major outlets, • Allows for the delivery of a highly-per- came out on top in Escalent’s newly released Brand and that the polarization and divide have sonalized message that is most likely to Authenticity Index. grown in recent years. generate the desired action. Escalent, a human behavior and analytics firm, While this isn’t surprising if you’ve been Whether standing alone—not ideal—or evaluated 32 top brands from the consumer and re- paying close attention to the trends, it does serving as a critical ingredient to earned tail, financial services, technology and telecom indus- tries, measuring each brand on five dimensions that mean that to reach and affect a broad au- and social programs, paid media is no lon- it says predict and diagnose a brand’s authenticity: dience, communicators also need to deliver ger simply nice to have. It’s a must-have for thoughtful, transparent, reliable, committed and so- messages and content in places where au- communicators. cially aware. diences are already going for information: Ultimately, an effective audience-first The result, based on a national survey of 1,000 con- sumers aged 18 and older from May 5 to 7, is intend- frequently, to social channels they consid- approach leverages what each type of ac- ed to provide a data-driven, composite look at what er their digital communities. Social media tivation can deliver, building credibility it takes to win over consumers and engender strong is critical to bringing brand content into and generating awareness through earned brand loyalty through genuine messaging and action communities where audiences are already media, creating communities or delivering in alignment with intrinsic brand values. sharing and discussing related information, content to those that already exist on so- “The companies that performed well in our initial surveys go beyond the talk—they live and breathe or to create a new community where one cial channels, and capturing audiences and their values,” said Jill Miller, Vice President of Esca- doesn’t yet exist. Understanding where and their attention with paid content. lent’s consumer & retail practice. “These five compa- how content is being shared authentically Emily Poe is Chief Integration Officer at nies have won consumers over with their words and on channels is critical to driving conversa- W2O. Chuck Hemann is Integrated Intelli- actions.” tions that are supportive of a company or gence Practice Lead at W2O. 

50 OCTOBER 2020 | WWW.ODWYERPR.COM The biopharma communications balancing act

Nuanced skills are prerequisites for success as companies move wants to get the message out to the finan- from development to commercialization. By Donna L. LaVoie cial community to support the stock or to simply comply with Reg FD disclosure. re there differences in managing cations about scientific, clinical or medical Companies also need to balance the need communications and strategic com- content. In effect, any of these individuals to communicate with the constraints of Amunications/IR across all industries? serve as the company’s chief spokesperson. FDA oversight. Thus, an understanding of Are the basic skills that you would apply to This isn’t typical of companies that have life sciences and biotech in addition to an other industries transferable to biotechnol- products on the market and in-house mar- understanding of the regulatory process ogy? keting functions. The job requires an inte- are needed if you’re going to communicate The Chief Communications Officer’s job gration of experience in investor relations, successfully to the Street and keep your in any industry consists of several key el- public relations, corporate communica- company out of trouble with the FDA and ements including broad communications tions and an understanding of the regula- the SEC. Indeed, there’s and horizon management, message shap- tory process with good relationships with a select group of insti- ing and stakeholder analysis, conference media, investors and more. The role can tutional investors with planning and attendance as well as engag- also include interactions with other com- MDs and PhDs on staff ing with media and investors, advocacy/ munications, marketing, and IR officers to sift through a com- professional societies and more. A sur- at pharmaceutical companies with which pany’s product pipe- vey of CCOs from different sectors would the company has partnerships. This can be line, technology plat- demonstrate many similarities in the func- tricky and often requires involvement of le- form and clinical data. tion. That said, however, biotech communi- gal counsel and executive management. The COO must speak cations are an exception. When a biotech company matures and their language. Donna L. LaVoie All biotech companies require substantial becomes an operating company, the com- What’s clear is that capital to fund product development and munications functions usually split. At that biotech communications require unique are subject to Food and Drug Administra- point, the skills required are more tradi- attributes like an understanding of the reg- tion regulation. Obviously, companies in all tional ones of most product companies ulatory process and an ability to articulate industries need access to capital, but bio- with broader needs. a scientific and clinical/commercial story. techs generally burn millions of dollars in Many think that if communications of- As biotechs continue to mature into de- research and development of a product over ficers possess the required marketing and velopment-stage companies with products a five-to-ten-year timeframe, often without financial skills, they can perform the func- entering the market, financial skills and/or a successful product in the end. Capital is tion in any industry. However, the nuances broader strategic communications skills be- one of the key components to their success. of the complex communications strategies, come more important. At this point, there Luckily, 2020 is a record peak year for ini- messaging and tactics are different in bio- are lessons to be learned from the larger tial public offerings with listings the highest tech. This is because a biotech company’s biotech and pharmaceutical companies. in a ten-year span, other than 2015. story is event-driven, based on things such Donna L. LaVoie is President and CEO of In biotech, general company positioning as a partnership with a pharmaceutical LaVoieHealthScience.  and branding are very important along company, new platform technologies or the with financial messaging for commercial release of complex clinical data. PR news brief companies that have FDA approved prod- Almost everything is material to these W2O acquires Elysia Group ucts on the market. For the majority that companies, and the release of scientific and W2O, the No. 1 ranked independent healthcare PR don’t, the emphasis is many times on cash clinical information is tricky. It’s especial- firm, has acquired Elysia Group, an economic and out- position, level of R&D spending and pipe- ly challenging in a Reg FD environment. comes research outfit based in New York. line progress. The financial metrics are of- When you don’t have earnings, there are Elysia, which has offices in Taipei and Shanghai, provides modeling approaches to help pharmaceu- ten secondary to the inherent strengths of many gray areas where the regulations tical and medical device companies gauge cost-ef- the company’s future product pipeline and ­aren’t specific. Many companies file 8Ks fectiveness, market sizing, forecasting and portfolio the markets it will serve. So, the CCO’s ex- with the SEC whenever developments arise, analysis. pertise focuses on articulation of the com- even attaching copies of scientific or clini- Bruce Wang, Elysia CEO/co-founder, and Wesley cal presentations. Furnback, President/Co-Founder, join W2O as health pany’s technology, people, problem and economics and real-world evidence-practice leaders. solution to the problem laddering up to As with most companies these days, bio- They report to Rita Glaze, W2O’s commercial strat- the business model of the company and its tech’s webcast almost any group meeting egy and market access practice leader. clinical, regulatory and commercialization that includes members of the financial Elysia will work closely with W2O’s Discern Health strategy. community. This is sometimes viewed un- unit, which counsels clients on performance mea- sures and innovative payment models that shape the For emerging companies—which many favorably by large pharmaceutical partners, market for their products and services. biotechs are—the CFO may handle com- whose primary interests are often focused “The collective expertise and capabilities of Elysia munications, because much of the task re- on the release of data at a major medical and Discern enable us to help clients plan for and ex- lates to a company’s communications with meeting. ecute their commercial and market access strategies In the past, I’ve found our agency in the at greater quality and depth than ever before,” said the financial community. This evolves over Glaze. time as the company moves into later stages middle of this delicate balancing act. The The Elysia deal is W20’s seventh acquisition since of clinical development toward commer- pharmaceutical company is considering it announced a partnership in 2019 with New Moun- cialization. how the medical community will perceive tain Capital. Often, the CEO or a top scientist may the data and the biotech company, while W2O registered $218.9M in healthcare fees in 2019, according to O’Dwyer’s ranking of PR firms. also be available for day-to-day communi- having interests in medical peer review,

WWW.ODWYERPR.COM | OCTOBER 2020 51 FEATURE COVID-19 in nursing homes: a true crisis challenge A look into the unprecedented communications challenges faced by the nursing home industry during the COVID-19 pandemic. By David Ball ursing homes have a long history of to report to health departments and that A media onslaught negative news coverage, some of it were subsequently disclosed in government Healthcare communicators have had an Njustified, following incidents of elder press conferences; but there was more to outsized role during the COVID-19 pan- abuse or patient neglect or financial malfea- the story than just those cold, hard facts. demic. Robust communications teams sup- sance. But plenty of it stems from the social Prioritize communication porting public health stigma attached to the place where many Our firm worked with some 20 nursing officials, hospitals and live out their last days far from the com- homes during the brunt of the pandemic, drug manufacturers forts of home and the company of family. responding to an urgent need from current were quick to spring Prompted by the public’s (mis)perceptions, clients and new crisis PR clients alike. They into action. The news the media frequently looks for what’s wrong needed assistance not only with managing a cycle was saturated by with nursing homes and rarely for what’s flood of inbound media inquiries, but more the spread of coronavi- right. importantly to communicate with worried rus. Against this backdrop came the corona- families and other concerned stakeholders. Nursing homes be- virus pandemic, the greatest challenge ever The crisis gave us an opportunity to apply came a singular target faced by the profession. Not only was this a and tailor crisis communications funda- of the media, unfor- David Ball healthcare challenge, but it was a communi- mentals to ensure that administrators could tunately, because they cations challenge of enormous proportions. prioritize the health and safety of their res- accounted for a large percentage of all Savvy nursing home administrators and idents and staff, all while better positioning COVID-related fatalities. They’re home to operators recognized the dawning crisis their facilities for a post-COVID-19 recov- aging, infirm individuals who need spe- and sought help from PR pros to handle the ery. cialized, round-the-clock, long-term care. sudden influx of media inquiries, so they Job one for nursing homes was to keep Their residents are extremely vulnerable on could focus on the core task at hand of sav- families informed of COVID cases in the a good day, let alone when a novel, deadly ing lives. Others balked and bore the brunt facility where their loved ones lived and virus silently invades a community. of bad news headlines. Regardless, it quick- received care. After the pandemic hit, nurs- With enterprising reporters from local ly became clear that nursing homes needed ing homes were closed to visitors. Families weeklies, aggressive anchors from metro to strengthen their communications to bet- were cut off, left on the outside looking in, TV news stations and seasoned journalists ter inform worried families and other con- and understandably concerned. from national media outlets all aggressive- cerned stakeholders, in order to preserve Some family members that felt left in the ly covering the nursing home angle of the their reputation. dark turned to public officials and the media pandemic, our team went into crisis PR The crisis unfolds to find answers, and their heart-wrenching overdrive. It was important for us to gath- Nursing homes in many regions were stories ended up on the evening news or in er information as quickly as possible from ravaged by COVID-19 during the initial the next day’s paper. We advised our clients the chaotic environments our clients were outbreak from March to June, despite con- to communicate frequently with families, working through. When holding state- certed infection control efforts and public whether by email, letter, phone call or even ments no longer held, we fielded reporters’ health protocols that evolved as more be- text message. Many nursing homes posted questions so that our clients could remain came known about the spread of the virus. COVID-19 updates to their websites, the focused on the task at hand. While facility staff helped many residents more frequent the better. We also pushed to change the media recover from the disease, the public and the The messages were direct and transpar- narrative about nursing homes that was media often blamed them for jeopardizing ent, noting the rates of infections and tragic demoralizing to the hardworking staff and the health of residents. losses while reinforcing the common theme leadership of nursing homes. Why were In reality, in many respects, the pandemic that they were working as hard as possible hospital nurses featured in all of the touch- was the skilled nursing profession’s finest to keep residents and staff safe. It was im- ing stories about healthcare heroes? Why hour. They fought relentlessly against the portant for family members to understand were nursing homes portrayed as perpetra- spread of the virus, despite years of be- that they would have updated information tors in the pandemic when they were really low-cost reimbursement from state Medic- as soon as it became available—that they’d victims of the virus? aid agencies, which pay for the care of the be the first to know about developments in We prepared an executive of one nursing majority of nursing home residents. These the building. home for a lengthy interview with the daily buildings were simply never designed or Sometimes staff members turned into paper of record to demonstrate that facil- envisioned to be a front line of pandemic sources for reporters digging deeper into ity’s commitment to quality care. We ar- defense. the COVID story at nursing homes. Em- ranged for feature coverage of a staff chap- Yet as their staff worked at great personal ployees were worried about getting sick and lain who held the hands of residents as they risk to protect and care for their vulnerable troubled by the scarcity of testing resourc- passed away and became ill herself with residents, the media focused on the heroics es. The message from the employers em- COVID-19. We followed up with reporters happening inside America’s hospitals, while phasized that their safety was paramount to debunk bad information and to educate pinning the death toll on nursing homes. and that they would be protected to the them about what nursing homes were really No, there would be no spinning the data on greatest extent possible. We recommended experiencing behind their closed doors. We the high numbers of COVID infections and regular meetings and updates for all team deaths that nursing homes were required members. _ Continued on next page

52 OCTOBER 2020 | WWW.ODWYERPR.COM Communications and the body language of healthcare If our industry has learned anything this year, it’s that communications needs to lead. By David Jarrard ociety has been challenged by wave sengers for their organizations and lever- and warmth from the individuals she en- after wave of the unknown. Our age the remarkable trust they carry. In this countered along the way, including the res- Sconsultancy focuses exclusively on moment, communications teams must be ident and surgeon who conducted the con- healthcare organizations—and the physi- involved in the conversation and push to sult, which serves as an example of when cians, nurses, leaders and other heroes who ensure that leadership isn’t just answering clinicians are not ap- care for patients—where the questions in- the question, “What do we need to say?” propriately equipped. clude: Should I go back to the doctor’s of- but also, “Who needs to say it?” If the “who” If the communica- fice? Whom should I trust, my doctor or is a trusted voice, the message has a good tions team—whether my governor? Where can I get real infor- chance of resonating. If not, with uncer- internal or external— mation? tainty and even fear running rampant, the is responsible for the It’s been a wakeup call, reminding us that message—no matter how important and message and equipping delivering care isn’t just about the medi- factually accurate—can be lost. the messengers, then cal science; it’s about creating an environ- Second, they can help healthcare pro- it stands to reason that ment where people feel safe, cared for and viders deliver on the experience they’re communications must David Jarrard comfortable. That reminder has, in turn, promising. That entails keeping a watchful also be heavily involved revealed a clear opportunity for healthcare eye on corporate body language. We all in ensuring that the message is lived. How communications: to identify and equip the understand the idea of body language and an organization presents itself is, at its core, right messengers and, by doing so, elevat- instinctively know that the wrong body lan- an issue of communications, not just ver- ing their organizations. And then, to help guage will drown out the most well-spoken bal but experiential. Therefore, even if the ensure the operational reality fits with the words. The same is true for organizations, communications team isn’t physically re- messages being delivered. especially in healthcare. Every hospital or sponsible for sanitizing pens, it must be at Clinical staff are ideally positioned to de- clinic has body language. And it speaks so the table for conversations about how the liver both the scientific and emotional mes- much louder than advertising. Or good in- organization functions while interacting sages needed to create this environment. It’s tentions. Or even a friendly white coat. with patients. needed more now than ever. A recent sur- We’ve seen what happens when the body As we move away from the acute pan- vey fielded by our firm revealed the public language of a provider isn’t right. For in- demic phase, the specific operational deci- doesn’t feel particularly safe in healthcare stance, when fear of the virus was at its sions and communications campaigns will settings. Whether a doctor’s office, hospital, zenith in May, one of my partners walked change. But the principal remains: When outpatient surgery center, ER or urgent care into a major academic medical center for people interact with a provider, they need center, American adults rated their feelings a gall bladder surgery appointment. After to experience the same positive emotions of safety no higher than 5.8 on a 10-point the consult—a “stunningly terrible” expe- they feel when they hear and see an ad for scale. They were also no more likely to re- rience—she walked out and scheduled her that provider. Creating that continuum and turn for care in September than they were surgery elsewhere. A whole host of “body ensuring that the message and the experi- when we ran a similar survey in April. Fur- language” issues had led her to leave: con- ence match is a role that communications thermore, barely half (53 percent) of people fusing parking, dirty elevators, caution tape teams should advocate for and embrace. responding to our September survey said across chairs, bad lighting, no evidence of David Jarrard is President and Chief Ex- they were likely to get a COVID-19 vaccine frequent cleaning and more. Maybe most ecutive Officer of Jarrard Phillips Cate & when available. Clearly, there’s work to be damning was the distinct lack of empathy Hancock.  done in getting people the care they—and society—need. COVID-19 IN NURSING HOMES What, then, is the role of communica- _ Continued from page 52 tions to help people feel comfortable, allay an ostrich. By realistically assessing the sit- their fears, bring them back and give them a uation, staying focused on your mission, great experience when they arrive? disseminated homegrown photos of nurs- developing messaging targeted to varied First, communications teams need to ele- ing home staff delivering Easter baskets audiences and sequencing the communica- vate clinical staff to be the key messengers. dressed not in bunny suits but PPE gowns. tions, you can gain greater control over the Our survey showed that nurses and doctors These were all traditional PR tactics, es- situation. are highly trusted when it comes to deliv- sentially, but they were infinitely more chal- Some facilities took the need to commu- ering information about healthcare. Almost lenging to accomplish successfully amid nicate seriously, while others did not fully nine out of 10 respondents said they trust the onslaught of negative media coverage. embrace communicating with their com- clinicians—a markedly higher number than There was little daylight in all of the dark- munities. While nobody could blame them, trust in any other group or institution—and ness, but we worked hard to shine a light given that they were just trying to keep their a similar proportion said they expect doc- where we could. heads above water, those that got ahead of tors and nurses to be involved in healthcare Be a realist and not a dreamer the crisis were able to manage public inter- conversations and educate the public. Our experience working with nursing est and it’s those facilities that will be better This opens up a clear opportunity for homes during this crisis has validated what positioned as the pandemic continues. communications teams to identify, train we have long advocated and held to be true: David Ball is the President and CEO of and equip clinical staff to become the mes- in a crisis, you’re better off an eagle than Ball Consulting Group, LLC. 

WWW.ODWYERPR.COM | OCTOBER 2020 53 O’Dwyer’s guide to HEALTHCARE COMMUNICATIONS

5W PUBLIC BALL CONSULTING Who we are: Biosector 2 (B2) is a global healthcare communications RELATIONS GROUP, LLC agency that partners with visionary clients to deliver groundbreaking One Gateway Center, Suite 406 299 Park Ave., 10th flr. programs and improve the health New York, NY 10171 Newton, MA 02458 617/243-9950 of people’s lives. B2’s experience [email protected] as an agency spans virtually every www.5wpr.com [email protected] www.ballcg.com category in the industry and drives strategic solutions for their clients. Ronn D. Torossian, Founder & David Ball, President & Founder CEO Greg Turner, Vice President Expertise: B2 builds brands and Dara Busch, Matthew Caiola, grows markets for companies driv- Presidents Ball Consulting Group, LLC is ing innovation across a variety of an award-winning, full-service disease states, and our main goal Since 2003, New York City- strategic communications firm that is to create measurable behavior based 5W Public Relations (5WPR) specializes in health care, provid- change for our clients’ most im- has worked with widely known ing proactive public relations ser- portant stakeholders. Our capabili- and emerging brands, corporations vices, marketing communications, ties to deliver against this goal go and high-profile individuals. Our and crisis planning and manage- beyond traditional public relations, practice areas include Consumer ment. incorporating issues management, Products & Brands, Food & Bev- Located in the “medical mec- digital & social media, corporate erage, Health & Wellness, Beauty, ca” and “biotech supernova” of branding, research & analytics, ad- Apparel & Accessories, Home & Greater Boston, our clients include vocacy, patient relations and more. Housewares, Travel & Hospitality, Agency Ten22 Founder and CEO a broad array of health care or- Our dynamic, insightful approach Entertainment & Sports, Corpo- Beth Friedman. ganizations, including academic allows us to solve today’s problems rate, Technology, Public Affairs & medical centers, biotechnology while uncovering tomorrow’s op- Government Relations, Nonprofit, companies, health IT businesses, portunities. Crisis Communications, Events, www.ten22pr.com pharmaceutical manufacturers, Biosector 2 is part of Syneos Digital Marketing & Social Media. [email protected] physician organizations, and home Health Communications—we are We have a 360-degree approach health and long-term care provid- a healthcare company that does to PR, social media, branding and Beth Friedman, President and ers. We have worked with some of Founder exceptional communications, not a digital marketing that delivers 678/956-9680, [email protected] the nation’s biggest brands just as communications company that hap- game-changing results to our cli- Erin Wabol, Partner and Chief we have many startups comprised pens to do healthcare. Our advertis- ents. Marketing Officer of smart entrepreneurs bringing a ing, public relations, medical com- Our 150+ tenacious and creative 727/599-7876, [email protected] new product to market. munications, digital, data science, communications practitioners de- In over 16 years of business, we research and market access special- velop and execute creative cam- About Us: Agency Ten22 is have built a reputation for provid- ists have the ability to tap the ex- paigns that connect our clients an award-winning, full-service, ing highly strategic guidance. We pertise of clinical and commercial with their target audiences in mem- healthcare IT public relations, support clients through our mastery colleagues worldwide to infuse orable ways. Every aspect of our content management and digital of media relations, skillful media programs with deep therapeutic programs are designed to impact marketing services firm. Ten22’s training, broad thought leadership and analytic insights. We work in our clients’ bottom line, bringing proven techniques deliver compel- capabilities, and development and scalable, collaborative teams that leading businesses a resourceful, ling messages, maximize exposure execution of multi-faceted com- partner across disciplines and ge- bold and results-driven approach and strengthen market share for munications plans. We are adept ographies to deliver integrated to communication. healthcare IT and service vendors. at handling sensitive and complex communications strategies that ac- 5WPR’s diverse client experi- Founded in 2005, Agency Ten22 is matters, and we are called upon to celerate brand performance. ence includes Sparkling ICE, It’s a the most respected media relations deliver valuable counsel and ac- 10 Haircare, jane iredale, Bowlmor agency for small to medium-sized tionable insight, often during the AMF, CheapOAir, L’Oreal, SAP healthcare companies. most difficult time in an organiza- BLISS NS2, VIZIO, The Trade Desk, Expertise: Our team has over tion’s life cycle. INTEGRATED CareerBuilder, Santa Margheri- 30+ years of healthcare marketing Getting in our clients’ DNA en- ta, Topps, Retro Fitness, Welch’s, and public relations experience and ables us to tell their stories. We COMMUNICATION LifeStyles, SodaStream and Zeta has worked for healthcare organi- serve as a trusted partner that helps Member of The Worldcom Global, among others. Our inno- zations in the past. At Ten22, we organizations to build awareness, Public Relations Group vative programs have received rec- have expertise in population health, strengthen standing, and position ognition and we have won many health information management, themselves for future success. 500 5th Ave., #1640 awards including PR Agency of payers, hospitals, revenue cycle New York, NY 10110 the Year, PR Executive of the Year, management, information security, BIOSECTOR 2 212/840-1661 patient experience, telemedicine Fax: 212/840-1663 Product Launch of the Year and a Syneos Health Company Business to Business Program of and more. We build integrated www.blissintegrated.com the Year. plans to exceed client goals and we 200 Vesey Street, 40th Floor adapt quickly to the ever-changing New York, NY 10281 Michael Roth, Partner & Health- care Practice Leader AGENCY TEN22 healthcare landscape. From content 212/845-5600 strategy to media relations and dig- biosector2.com Alexis Odesser, Senior Vice Linkedin.com/company/biosector-2 President 1595 Peachtree Parkway ital marketing, Agency Ten22 is a Liz DeForest, Vice President Suite 204-224 boutique health IT firm with a cus- Shauna Keough, Managing Megan Tuck, Vice President Cumming, GA 30041 tomized, hands-on approach. Visit Director 678/956-9680 www.ten22pr.com. [email protected] The Bliss Healthcare Practice

5454 APRILOCTOBER 2016 2020 | WWW.ODWYERPR.COM | WWW.ODWYERPR.COM | ADVERTISING | ADVERTISING SECTION SECTION w Profiles of Healthcare & Medical PR Firms represents a mix of Fortune 500, BOARDROOM established industry players and true disruptors that span the na- COMMUNICATIONS tional and global healthcare in- INC. dustry—from healthcare services, health insurance, life sciences, 1776 No. Pine Island Rd., #320 medical and platform technology Ft. Lauderdale, FL 33322 companies to industry consortia, 954/370-8999 patient advocates, health educa- [email protected] tors, third party administrators, www.boardroompr.com and consumer health organiza- tions. Services: Public relations; cri- Bliss offers end-to-end commu- sis management; social media; nications and marketing solutions website development; online mar- that help our clients connect with keting; branding; public affairs; stakeholders and influencers in events; media training. the healthcare supply chain, and Boardroom Communications deliver compelling stories about (BoardroomPR) is a full-service the science, strategy or technology public relations and integrated behind their company or product. marketing agency, leveraging the Bliss understands that every cli- skills of our staff of journalists, ent has its own DNA—a unique PR and marketing professionals culture and approach to working and multimedia specialists to pro- with its core constituencies and vide visibility across numerous The Bliss Integrated Communication team. delivering critical messages in its platforms. Our creative solutions increase awareness and under- own way. Bliss works directly Strategy. Action. Results. With years, CHPR has partnered with a with C-suite, marketing, medical standing, establish credibility and ultimately improve the brands and more than 30 years of experience range of clients across the globe and communications executives in healthcare, our diverse team of committed to improving health to gain alignment on their aspira- businesses of the healthcare com- panies and brands we have served strategists know how to navigate and well-being, ranging from large tions, identify solutions that create the complexities of the industry. pharmaceutical companies to small measurable behavior change for for three decades. Representative healthcare clients Cerrell has won statewide ballot biotechs. Through a personalized critical stakeholders and deliver measures, facilitated the nation’s approach that includes custom- tangible results. Our clients trust include hospital systems, physi- cians practices, surgery and imag- largest nonprofit hospital merger ized teams of industry veterans, Bliss as a long-term partner to set and secured multimillion-dollar we make every client, regardless a strategic communications path ing centers, ACOs, physician net- works, nursing homes and ALFs, contracts. We manage advocacy of size, feel as if they are our only and execute new, creative ways to coalitions to impact legislation at client. address their business challenges. medical societies, surgical device and software companies. all levels of government and nav- Expertise: CHPR simplifies the Bliss Integrated Communication igate our clients through crises to complex in order to shift behav- is truly “integrated.” Not just in With offices in Miami, Fort Lau- derdale, West Palm Beach, Orlan- protect their brand. iors and mindsets. We thought- name. What sets Bliss apart from Healthcare related expertise in- fully uncover insights and bring a other agencies and consultancies? do, Tampa and Naples, we’ve got Florida covered for you. cludes: community outreach, crisis fresh perspective that allows our They are both horizontally and ver- communications and issues man- clients to seize opportunities and tically integrated and excel at cre- agement, government relations, overcome challenges. Our team ating the best thought leadership CERRELL labor issue management, lobbying provides clients with strategic pro- campaigns, with deep understand- support, mergers and acquisitions, grams—including public relations, ing of highly regulated subject 5900 Wilshire Blvd., Ste. 2150 and positive public relations. digital & social strategy, issues matter like Medicare, Medicaid, Los Angeles, CA 90036 management, research & analyt- drug and device recalls and warn- 323/466-3445 ics, and more—designed to break ing letters, clinical trial monitoring www.cerrell.com CHAMBERLAIN through marketplace noise to reach and information sharing. Bliss’s Hal Dash, CEO, Principal HEALTHCARE PR and inspire stakeholders. Ultimate- creative, proprietary approaches to ly, our approach delivers results strategic communications allows Steve Bullock, CFO, Principal a Syneos Health Company Trevor Daley, President that meet and exceed client objec- them to problem solve for our cli- Brandon Stephenson, Chief 200 Vesey Street, 40th Floor tives and expectations. ents, while discovering unique and Strategic Officer New York, NY 10281 CHPR is part of Syneos Health untapped opportunities. Capabili- Tori Chica, Vice President 212/884-0650 Communications—we are a ties include: Drug, diagnostic and Marc Mitchell, Vice President chamberlainpr.com healthcare company that does ex- medical device launches, corpo- Amy Rosenfeld, Vice President Linkedin.com/ ceptional communications, not rate communications and C-suite company/chamberlain-healthcare- a communications company that thought leadership, brand and vi- Cerrell shares our clients’ com- public-relations happens to do healthcare. Our ad- sual identity, clinical trial recruit- mitment to making people health- Instagram: @Chamberlain_Health- care_PR vertising, public relations, medical ment/support, content marketing, ier and communities stronger. We communications, digital, data sci- crisis and issues management, work with organizations across the Bob Josefsberg, Managing ence, research and market access internal communications, data healthcare spectrum to develop Director specialists have the ability to tap publication support, digital/social winning strategies and innovative [email protected] the expertise of clinical and com- media strategy, disease awareness solutions to tackle complex prob- mercial colleagues worldwide to campaigns, measurement/CRM lems. As the healthcare industry Who we are: Chamberlain infuse programs with deep ther- support, media relations and pub- evolves at an increasingly rapid Healthcare Public Relations apeutic and analytic insights. We licity, medical meeting support, pace, Cerrell continues to deliv- (CHPR) is a dynamic group of work in scalable, collaborative online community management er results for some of the nation’s savvy and forward-thinking pro- teams that partner across disci- (including social), SEO/SEM largest healthcare organizations, fessionals who champion creativ- plines and geographies to deliver strategy, stakeholder and influenc- including Providence Health, Dig- ity and deliver powerful and im- integrated communications strate- er mapping, website launches and nity/CommonSpirit, PhRMA and pactful communications solutions gies that accelerate brand perfor- website maintenance. Biocom. for our clients. For more than 25 mance.

ADVERTISING SECTION | WWW.ODWYERPR.COM | OCTOBER 2020 55 Profiles of Healthcare & Medical PR Firms

ing breakthroughs in patient care, mobilizing grassroots patient ad- vocacy, or activating online influ- encers, storytelling is at the core of what we do. That’s why we get up in the morning. Because when it comes to health, everything else comes second.

CROSBY

705 Melvin Avenue Annapolis, MD 21401 410/626-0805 The opioid epidemic is the deadliest drug crisis in U.S. history, killing 130+ Americans daily. While the epidemic www.crosbymarketing.com continues to dominate headlines, the conversation neglects to address the surgical gateway to addiction and dependence. Pacira and Coyne PR set out to find real people with real stories who humanize this issue. The Raymond Crosby, President result was a moving documentary, GATEWAY, which looks at how overprescribing of opioids can lead to down- Denise Aube, Executive Vice stream consequences. President, Health Practice Leader Joel Machak, Executive Creative Director CHANDLER patients, and loved ones and then and personal than the health and building alliances, communities, well-being of our loved ones, or For more than 40 years, Cros- CHICCO AGENCY and champions motivated to act. ourselves. And there is perhaps by has helped healthcare clients a Syneos Health Company CCA is part of Syneos Health nothing more personally reward- Inspire Actions That Matter™— Communications—we are a health- ing than caring for others who actions that positively impact peo- 200 Vesey Street, 39th Floor care company that does exception- are in need. Parents, caregivers, ple’s lives and make a real differ- New York, NY 10281 al communications, not a commu- volunteers, medical professionals, ence for individuals, families, and 212/229-8400 nications company that happens researchers, advocates—all share ccapr.com communities. to do healthcare. Our advertising, a common purpose: to help people. Crosby’s Health Practice serves Linkedin.com/company/chan- public relations, medical commu- We share that purpose. hospitals and health systems, dler-chicco-agency/ nications, digital, data science, In partnership with our clients, health plans, physician groups, Instagram: @ccapr_ research and market access spe- we believe we can guide health technology and service providers, cialists have the ability to tap the journeys and change lives through senior living companies, health ad- 1315 Lincoln Blvd. expertise of clinical and commer- information, insights and inspira- vocacy groups and federal govern- Suite 270 cial colleagues worldwide to infuse tion. Data tells you what’s happen- ment agencies. Santa Monica, CA 90401 programs with deep therapeutic ing, stories tell you why it matters. Services include marketing re- 310/309-1000 and analytic insights. We work in Research and outcomes can define search and planning, brand devel- Andrea Dagger, Managing Direc- scalable, collaborative teams that a new conversation, frame a new opment, experience design, inte- tor, CCA NY partner across disciplines and ge- perspective, inspire people to think grated communications programs, [email protected] ographies to deliver integrated differently, or reveal something public relations, social media, Lisa Waters, Managing Director, communications strategies that ac- that previously has gone unno- partner and community mobili- CCA LA celerate brand performance. ticed. Stories cast compelling nar- zation, digital marketing and web [email protected] ratives, capture tales of triumph development, multicultural out- and can empower people to share reach, PSAs, and behavior-change Who we are: Chandler Chicco COYNE PUBLIC their experiences to lift one another campaigns. Agency (CCA) is a global team of in times of need. When it comes to Clients include Kaiser Permanen- healthcare communications spe- RELATIONS healthcare, you need both: context te, Shriners Hospitals for Children, cialists dedicated to helping clients and connection. Centers for Disease Control and solve their most complex chal- 5 Wood Hollow Road Whether it’s driving differentia- Prevention (CDC), Department of lenges. Integrating an unmatched Parsippany, NJ 07054 973/588-2000 tion at medical meetings, introduc- Health & Humans Services, the breadth of resources that enables www.coynepr.com/industry/health- a comprehensive, 360-degree ap- care proach, CCA serves clients that span the spectrum of healthcare 1400 Broadway from large pharmaceutical compa- 36th and 37th Floors nies focused on treatments for ma- New York, NY 10018 jor disease areas to emerging spe- 212/938-0166 cialty companies researching cures for rare diseases; from biotech to Kelly Dencker, Executive Vice President, Director of Healthcare devices and diagnostics; as well as [email protected] healthcare technology, hospitals, Kevin Lamb, Senior Vice Presi- non-profits and academic centers. dent [email protected] Expertise: CCA sets the stan- Linda Bernstein Jasper, Senior dard in delivering best-in-class Vice President lbjasper@coynepr. communications in a collabora- com tive, flexible environment where Janet Schiller, Vice President creativity reigns and clients come [email protected] Ann Smith, Vice President first. For more than 20 years, we [email protected] have achieved this by bringing Chris Vancheri, Vice President the right people to the table—in- [email protected] Crosby’s health practice leaders: Joel Machak, Executive Creative Di- novators, healthcare profession- rector; Denise Aube, EVP, Health Practice Leader; Raymond Crosby, Pres- als, thought leaders, advocates, There is nothing more precious ident & CEO.

56 OCTOBER 2020 | WWW.ODWYERPR.COM | ADVERTISING SECTION Profiles of Healthcare & Medical PR Firms

The Evoke KYNE team, February 2020.

Agency for Healthcare Research strategic plan to create conversa- reputation and purpose. The time FINN PARTNERS and Quality (AHRQ), Health Re- tions that matter. We believe that to act is now. sources and Services Administra- by creating purposeful and impact- At Edelman Health, we know 301 East 57th Street tion (HRSA), Military OneSource, ful conversations, we also create how to advise our clients to best New York, NY 10022 Qlarant, Refuah Health, Substance pathways that make success acces- navigate the constantly changing 212/715-1603 Abuse and Mental Health Services sible for more people, more often. nature of the healthcare landscape. https://www.finnpartners.com/sec- Administration (SAMHSA), U.S. That is why applying our expertise We help healthcare brands and or- tors/health.html Preventive Services Task Force, to important and life-changing ganizations build trust, enhance Twitter @FinnPartners and Veterans Health Administra- pursuits, like health care, is a pri- reputation and demonstrate leader- tion. ority. ship through action, moving mind- Gil Bashe, Managing Partner/ Global Health Crosby ranks among the top Connect with us and see what we sets and markets for the good of Alex Borisov, Partner/DC health communications agencies can do for you. patients, healthcare and society at Chantal Bowman-Boyles, Manag- in the country and is a member large. For more information, visit ing Partner/London of the PR Council and American EDELMAN www.edelman.com. James Cavan, Senior Partner/ Association of Advertising Agen- Digital Health cies (4As). The firm has offices in Cathy Chon, Managing Partner/ Maryland’s state capital of Annap- 250 Hudson St., 16th Floor EVOKE KYNE Hong Kong New York, NY 10013 Marie-Helene Coste, Senior olis and in Washington, D.C. To 212/768-0550 see case studies and capabilities, 300 Vesey Street, 10th Floor Partner/Paris Fax: 212/704-0117 Nicole Cottrill, Senior Partner/ visit www.crosbymarketing.com. New York, NY 10282 www.edelman.com 212/594-5500 Nashville www.EvokeKYNE.com Joe Foster, Partner/West Coast CROSSWIND Courtney Gray Haupt, U.S. Health Glenn Jasper, Managing Partner/ Chair Evoke KYNE is an award-win- Jerusalem MEDIA AND [email protected] Shuchi Joseph, Partner/Singapore 202/210-5270 ning communications agency that harnesses insight, experience and Kristie Kuhl, JD, Managing Part- PUBLIC RELATIONS www.edelman.com ner/US Biopharma creativity to advance health and Fern Lazar, Managing Partner/ P.O. Box 264 Edelman is a global commu- wellbeing around the world. We Lazar/FINN/New York Austin, TX 78767 nications firm that partners with are part of Evoke—a leading mar- Arielle Bernstein Pinsof, Partner/ 512/537-1414 businesses and organizations to keting, media and communications Chicago [email protected] evolve, promote and protect their agency bound by a common pur- Yeap Yin Ching, Managing Part- www.crosswindpr.com brands and reputations. Our 6,000 pose: Health More Human™. Our ner/Asia people in more than 60 offices de- heritage is in two strong firms, Mina Volovitch, Senior Partner/ Thomas Graham, President & liver communications strategies KYNE and Evoke PR & Influence, Paris Rebecca Warren, Partner/Nashville CEO that give our clients the confidence which joined forces in 2019 to be- April Dang, Director of Operations Finn Partners champions health Karen Johnson, Vice President to lead, act with certainty and earn come one of the world’s largest Thomas Goff, Senior Advisor the lasting trust of their stakehold- health communications agencies. innovation, helping clients navi- ers. We develop powerful ideas We work with leading biotech gate payer, provider, patient ad- Crosswind Media & Public Re- and tell magnetic stories that move and pharmaceutical companies, vocacy, health policy and product lations is a full-service communi- at the speed of news, make an im- non-profits and foundations, offer- innovation ecosystems. Since our cations and public relations firm, mediate impact, transform culture ing full-service communications founding, a decade ago, FINN has specializing in helping leaders nav- and spark movements. with core capabilities in corporate grown steadily. With more than igate the intersection of business, In the face of Covid-19, health- reputation and responsibility, glob- $120 million in fees, and more than government and media through care organizations are facing un- al public health, brand and data 800 collaborative team members strong brands, effective messaging precedented new pressures glob- communications, partnerships and working from 20 offices across and compelling public dialogue, ally and locally—the race for new stakeholder engagement, disease three continents, we’re now one of creating influential conversations treatments, diagnostics and a vac- awareness and patient advocacy. the world’s largest agencies. with the stakeholders most im- cine; upcoming U.S. elections and We have global reach with offices Named “Healthcare Agen- portant to each organization. We their impact on health policy and in New York City, Philadelphia, cy of the Year” by PRovoke and use our combined full-service ca- the regulatory environment; and Los Angeles, Dublin and Lon- health-sector trade group HITMC, pabilities and innovative abilities a heightened focus on addressing don, and key team members and/ FINN demonstrates extraordinary in public relations, traditional and health disparities and systemic or senior consultants in Canada, service and value through product digital media, advocacy, brand en- inequalities. Yet these challenges France, Mozambique and Uganda. communications, thought-lead- richment and marketing to negoti- also present an important moment Our team lives by the belief that ership, investor relations, issues ate and develop a fully integrated for the health industry to contrib- communication can be a powerful and multi-channel campaign and ute to solutions and to redefine its health intervention. _ Continued on page 58

ADVERTISING SECTION | WWW.ODWYERPR.COM | OCTOBER 2020 57 w Profiles of Healthcare & Medical PR Firms tions, capital markets, public af- FINN PARTNERS fairs and government relations to _Continued from page 57 enhance and safeguard our clients’ reputations. We take a holistic and global view of clients’ communi- cations needs and develop unique management, key opinion leader solutions that help them effectively engagement, clinical-trial recruit- engage stakeholders and achieve ment and traditional and digital business objectives in a complex media support. Our more than 150 and dynamic environment. health clients include innovators and game-changers from across the health industry, including several G&S BUSINESS top-20 pharmaceutical companies, COMMUNICATIONS some of the nation’s largest hospi- tals and payer systems, and many 111 W. 33rd Street, 22nd Floor of the world’s boldest companies in New York, NY 10001 artificial intelligence, health/tech- www.gscommunications.com nology, and medical devices. From Soccer icon Leo Messi has become the global Ambassador for Finn learnmore@gscommunications. medical innovations to break- com through health/tech to services that Partners’ client OrCam Technologies—a leader in personal, AI-driven improve care, our clients are united assistive technology innovations—to raise awareness of the challenges Rachael Adler, Senior Vice Presi- in their focus on the most import- faced by people who are blind or visually impaired, and of OrCam’s as- dent, Healthcare Practice Leader ant part of the health system: the sistive technology solutions, including OrCam MyEye, named among the 212/697-2600 patient. TIME Best Inventions of 2019. [email protected] Across the health ecosystem, G&S Business Communications FINN is best known for its work patients and consumers, health and advance their business inter- is an integrated agency headquar- in changing the lives of people systems, payers, and policymak- ests. tered in New York, with offices in with pressing health challenges. ers at home and around the world. Our communications profession- Chicago, Raleigh and Zürich/Basel, Whether we are introducing new Our team is stacked with scientific, als provide an unparalleled com- Switzerland. We are a team of re- medicines and technologies that regulatory and behavioral change bination of deep sector expertise, searchers, media strategists, story- improve and extend life, uniting experts, including PhDs and cre- local market knowledge, and broad tellers and engagement experts who patient communities by way of dentialed health professionals, who capabilities. We approach each sit- meet our clients at the intersection digital platforms, or raising aware- form the technical backbone of our uation with a focus on foundational of business and communications. ness of illnesses and how they can global healthcare practice. message development along with Our purpose is to help innova- be better managed, FINN engag- We put creativity, intelligence disciplined and nimble scenario- tive companies change the world. es with our client partners on the and strategy at the heart of solv- based planning that draws on our We live and breathe our mission products and ideas that have the ing our clients’ challenges and we prior experience, but is unique to to inspire people to take action, re- power to transform people’s lives. maintain a focus on DE&I to bring the situation at hand, to anticipate sulting in business growth for our unique perspectives and innovation various contingencies and potential clients. to the work we deliver. With 80 of- outcomes, while ensuring coordi- FLEISHMAN In our healthcare and wellness fices worldwide, we’re a seamless nated and consistent communica- practice, it’s the richly integrated HILLARD global team dedicated to truth and tions. kaleidoscope of care—physicians authenticity, driven by insights and The FTI Healthcare & Life Sci- and patients, hospitals and health 200 N. Broadway bold ideas, and committed to doing ences team integrates experience systems, providers and payers St. Louis, MO 63102 what’s right. in corporate communications with 314/982-1700 —that drives our passion for the Please contact Anne de Sch- deep knowledge of investor rela- [email protected] industry. With over 30 years of www.fleishman.com weinitz, Global Managing Di- rector, Healthcare: anne.desch- healthcare expertise spanning ev- erything from consumer healthcare, Anne de Schweinitz, Global [email protected]. Managing Director, Healthcare patient education and hospital sys- tems to provider and payer commu- FleishmanHillard is known for FTI CONSULTING nications, medtech, pharmaceutical never settling—for our clients and STRATEGIC processing and nutraceuticals, we ourselves. Our 300+ healthcare help our clients keep up with the specialists work alongside experts COMMUNICATIONS rapid pace of disruption, while in reputation, brand marketing, clearing pathways for their mes- earned and paid media, digital and 88 Pine Street, 32nd Floor sage and their mission. social, public affairs, issues and New York, NY 10005 crisis, and change communica- 212/850-5600 GCI HEALTH tions, forming seamless teams that www.fticommunications.com deliver the powerful insights, di- Mark McCall, Global Segment 200 Fifth Ave., 7th Floor verse communications counsel and Leader New York, NY 10010 bold strategies that today’s health- 212/798-9936 care organizations need to succeed. As a leading global communica- [email protected] Our experience is deep and tions consultancy with more than www.gcihealth.com broad across therapeutic categories 30 years of experience advising and the full care continuum, from management teams and boards of Wendy Lund, CEO public education and prevention directors, FTI Strategic Commu- to acute care and chronic disease nications has an extensive track GCI Health is an award-winning management, supporting our cli- record of helping clients engage G&S Business Communications global integrated healthcare com- ents to educate, influence and drive with their key stakeholders in order healthcare practice leader and munications agency Inspired by action with health professionals, to protect their freedom to operate SVP Rachael Adler. People. We share our clients’ desire

58 OCTOBER 2020 | WWW.ODWYERPR.COM | ADVERTISING SECTION Profiles of Healthcare & Medical PR Firms

awareness among consumers, we HUNTER is an award-winning has covered the medicine cabinet focus on authentic, highly relat- consumer marketing communi- from oral care, allergy, sanitary able stories that move audiences. cations firm with primary offices protection, pain and pregnancy, We also know that context makes in New York, Los Angeles and to digestive health, vitamins, sup- stories more powerful, and we’ve London and a footprint across plements, weight-loss and heart made it our business to track the North America. Beginning with health. evolving stories shaping healthcare research-driven consumer insights, today, from policy-making inside HUNTER executes strategic, inte- Washington to how those policies grated programs that build brand ICR impact patients across rural Amer- equity, increase engagement and ica. Each day, we strategically de- drive measurable business results 761 Main Avenue Norwalk, CT 06851 liver these stories to audiences and for OTC products and healthcare 203/682-8200 influencers across earned, owned services. [email protected] and paid media. Today’s health brands have to www.icrinc.com/healthcare find bold, breakthrough ways to to improve the health of all people earn consumer attention. HUNT- Westwicke/ICR has established around the world and work tireless- HAGER SHARP ER: Health + Beauty goes beyond itself as one of the leading provid- ly to contribute to their ambitious “the pill” to help leading compa- ers of integrated Public Relations goals. Our approach to communi- 1030 15th Street, NW, Suite 600E nies and brands show up authen- and Investor Relations services for cations is rooted in looking at all Washington DC 20005 202/842-3600; 202/842-4032 tically in the moments that matter healthcare companies. Westwicke/ stakeholders—patients, caregivers, for the consumers who matter most ICR’s healthcare practice works healthcare providers, policymak- Jennifer Wayman, MHS, President to their business. Our practice with more than 130 clients across ers, reporters and payers—as peo- & CEO identifies unique insights to spark life sciences, medical device/di- ple with distinct perspectives that creative health campaigns that gar- agnostics, services and healthcare shape how they think about health. At Hager Sharp, we have dedicat- ner stand-alone media headlines IT. With complementary services We create breakthrough, peo- ed almost 50 years to creating stra- for our brands and seamlessly in- in digital branding, capital mar- ple-driven programs that drive tan- tegic communications and social tegrate into consumer lifestyles, kets advisory, IPO advisory, cri- gible results for our clients and the marketing initiatives for organiza- earning their attention and loyalty, sis communication and corporate people they serve. And we carefully tions that are committed to fighting while helping them look and feel governance advisory, Westwicke/ curate a culture that is catalyzed by for equity in education, improving great from the inside out. To do ICR offers a full suite of strategic the belief that people should be as the health of people and commu- so, HUNTER employs a powerful communications and advisory ser- successful in their personal lives as nities, and empowering vulnerable blend of marketing solutions in- vices for startups and mature pub- they are in their professional ones. populations. We are a full-service, cluding strategic planning, social lic companies alike. Whether the Follow us on LinkedIn, Facebook, integrated marketing and com- and digital media, talent and influ- emphasis is on corporate, scientific Twitter and Instagram. munications firm with deep ex- encer engagement, media relations, and marketing communications, pertise in public health, disease experiential, multicultural, and patient education and advocacy, GREENOUGH prevention, health promotion, and content creation and distribution preparing for an IPO or raising ad- behavior change strategies. As an for all platforms and channels. ditional capital, we understand that BRAND employee-owned small business, In partnership with some of the every client is different, and so too, STORYTELLERS we have provided communications world’s most respected consum- is their story. With an innate under- leadership across a wide range of er health companies and retailers standing of the many complex dy- Watertown, MA health issues, including chronic and including Johnson & Johnson, namics and influencers within the 617/275-6500 infectious diseases, cancer, vaccine Church & Dwight, and The Vi- www.greenough.biz promotion, genetic diseases, envi- tamin Shoppe, HUNTER’s work _ Continued on page 60 [email protected] ronmental health, women’s health, Twitter: @GreenoughPR food safety and nutrition, and sub- Facebook: GreenoughCommunica- stance abuse prevention. Hager tions Sharp’s strategists, researchers, cre- Linkedin.com/company/greenough ative specialists, media experts, and Phil Greenough, Founder and public health professionals bring CEO award-winning, research-driven, Ben Godley, President behavior-changing health commu- Scott Bauman, EVP and General nications services and social mar- Manager keting campaigns to life. Our focus Greenough Brand Storytellers is, and always will be, working builds storytelling platforms for with mission-driven institutions, clients across health care, from businesses, foundations, and non- hospitals and health systems to profits to create and execute ideas companies that are disrupting med- that make a difference. icine with new health information technology (HIT), medical devices, HUNTER diagnostics and therapeutics. Our Knowing that comfort comes from education, HUNTER is rolling out a unique brand journalism approach 41 Madison Ave, 5th Floor multi-layered communications plan that shows and tells parents how is predicated on in-depth and con- New York, NY 10010 to use Tytocare, a new at-home telehealth device, in the places where stant interaction with health system 212/679-6600 they are seeking information about health for their family. HUNTER is leaders, physicians, technology experts, regulators, policy makers Grace Leong, CEO working with mom-centric digital publishing partners and social influ- and, of course, patients. Jonathan Lyon, Partner encers to create dynamic storytelling content that brings the experience Whether our client is a hospital Donetta Allen, Partner to life. Through a robust paid campaign on Google properties and social looking to establish a new spe- Gigi Russo, Partner platforms, we are showing up in their social feeds to educate about the Erin Hanson, Partner convenience of the product and retargeting parents with an incentive to cialty, an HIT provider addressing Contact: [email protected] medication adherence or a medical Samara Farber Mormar, Execu- purchase. And, adding credibility to the brand through trusted doctors robotics company building brand tive VP, Business Development and third-party advocates in earned media.

ADVERTISING SECTION | WWW.ODWYERPR.COM | OCTOBER 2020 59 Profiles of Healthcare & Medical PR Firms

nizations and individual influenc- environmental, consumer technol- ICR ers to show precisely how they ogy, retail, real estate, hospitality, _Continued from page 59 intersect, revealing insights for design, B2C and B2B programs. reaching and engaging audiences. LCI’s Promised Results© re- Importantly, at JPA, we share our turn-on-investment program pro- healthcare ecosystem and a clear clients’ commitment to improving vides tangible metrics addressing lens on the financial impact of all and protecting lives. This ideology clients’ identified goals. Healthcare communications, Westwicke/ICR inspires our work. We invite you clients include: Altais (healthcare takes a hands-on approach to un- to learn more by contacting one of for physicians, patients and the derstand both the science and the our offices: Washington, DC; Bos- clinical community), Sutter Health, sentiment behind your business, ton; and London. Frontier Medicines (biopharma), ensuring that your message goes On Lok Senior Health Services, beyond simple clarity to resonate Lucile Packard Children’s Hospital and make a lasting impression with LANDIS Stanford, University of California the audiences that matter most. COMMUNICATIONS at San Francisco, PRC, Global Alzheimer’s Platform Foundation, IMRE HEALTH 1388 Sutter St., #901 Brain Health Registry, Merck, Johnson & Johnson, Planned Par- San Francisco, CA 94109 210 W. Pennsylvania Ave., 7th Floor 415/561-0888 enthood, Crestwood Behavioral [email protected] Health and more. David Landis is Baltimore, MD 21204 imre Health Partner and President, www.landispr.com a founding member of the Forbes www.imre.com Jeff Smokler. [email protected] San Francisco Business Council At LCI, “We believe in ideas that and the San Francisco Business Dave Imre, Partner & CEO igate confidently through change, create change. We craft compelling Times Leadership Trust. LCI also Mark Eber, Partner & President challenge and opportunity. With stories. And, we communicate.” is the San Francisco member of Crystalyn Stuart, Partner & Presi- offices in Nashville and Chicago, Named America’s #1 Healthcare the Public Relations Global Net- dent, Innovators Jarrard Inc. has guided leaders at PR Agency (Ragan’s Ace Awards) work, with 50 affiliate agencies Jeff Smokler, Partner & President, more than 500 healthcare organi- and annually listed on O’Dwyer’s imre Health worldwide. For information: www. zations across the country through list of top Bay Area agencies, San landispr.com. high-stakes moments, including At imre Health, we believe that Francisco-based Landis Commu- leading communications and po- taking a moment to listen can nications Inc. (LCI) is celebrating LAVOIEHEALTH- litical strategy for more than $60 change everything. And champion- 30 years in business. This year, billion in announced M&A. Our SCIENCE ing empathy and compassion on a LCI won PRSA SF’s “Agency of team of former journalists, po- global scale for patients and phy- the Year” and “Campaign of the litical operatives and healthcare 20 Park Plaza, Suite 312 sicians—and our clients—can be a Year” awards. We’ve also won the executives works alongside every Boston, MA 02116 game changer. IABC Gold Quill award, a national client to build a custom strategy 617/374-8800 By emphasizing these values PRSA Silver Anvil award, numer- that delivers measurable results in [email protected] alongside services that span cre- ous Bulldog Awards and have been the areas of M&A, issues and crisis https://lavoiehealthscience.com/ ative, brand strategy & insights, named the #1 social media agency management, strategic positioning medical & scientific affairs, and in the U.S. by TopPRAgencies. Donna L. LaVoie, President & CEO opportunities and systemic change activation strategy (social media, com. LGBT-owned and a certified Douglas Russell, SVP, Client management. For more informa- digital marketing and earned com- member of the National Gay & Services & PR/Media tion, visit jarrardinc.com or follow Sharon Correia, EVP & Chief munications), our 165+ employees Lesbian Chamber of Commerce, us @JarrardInc. Strategy Officer are able to deliver imaginative or- LCI is a full-service public rela- tions, digital marketing, social me- Sharon Choe, SVP, Investor Rela- chestrated ideas for the pharma- tions & Business Development ceutical and biotech brands of to- JPA HEALTH dia and marketing communications Ella Deych Cerminara, VP, Fi- morrow. agency. Our PR specialties include: nance & Chief Operations Officer imre Health is a fiercely inde- 1101 Connecticut Ave., NW healthcare, technology, consumer, Paul Sagan, VP, Investor Relations pendent, LGBTQ-owned agency Suite 600 working with many of the world’s Washington, DC 20036 leading life science brands across 202/591-4000 AstraZeneca, GlaxoSmithKline, [email protected] www.jpa.com Pfizer, Bausch Health, Sobi, Bio- @JPAHealthComm Cryst and EQRx, among others. www.facebook.com/JPAHealth To learn more, please visit: www. imre.com/health. Carrie Jones, Principal Michael O’Brien, Stephen Piotrowski and Diane Wass, JARRARD PHILLIPS Managing Directors CATE & HANCOCK JPA Health is an independent agency offering integrated PR, The Horse Barn at Maryland Farms marketing and advocacy services. 219 Ward Circle, Suite 3 Brentwood, TN 37027 Our exclusive focus on health 615/254-0575 means that our life science, med- Fax: 615/843-8431 tech and nonprofit clients can count www.jarrardinc.com on a team with experience and per- spective to deliver results. Our ap- Jarrard Phillips Cate & Hancock, proach incorporates a proprietary Inc. is a top-10 strategic communi- tool that enables us to understand cations consulting firm devoted to how conversations take place with- helping the nation’s health systems in the health sector. JPA’s Gretel® LCI receiving its award this year from PRSA San Francisco as the best and health services companies nav- brings together news media, orga- small agency of the year in the San Francisco Bay Area.

60 OCTOBER 2020 | WWW.ODWYERPR.COM | ADVERTISING SECTION Profiles of Healthcare & Medical PR Firms

& Corporate Communications tional marketing campaigns and Lisa DeScenza, VP, Integrated product launches with reputation Communications management, organic SEO track- Harriet Ullman, AVP, PR and Prod- ing, competitive analysis reports uct Communications and online product reviews to help Deanna Meservey, AVP, Commu- increase revenue. nications, PR & Media Marketing Maven is a federal- LaVoieHealthScience (LHS) is a ly recognized Native American leading strategic, integrated com- Owned 8(a) and WOSB certified munications firm that partners ex- company. They are also a certified clusively with health and science Small Business (SB) with the Cali- brands to build value for their com- fornia Department of General Ser- panies, attract capital and reach vices (DGS) and a certified Wom- key stakeholders. We provide Lovell Communications’ strategic public relations work has received hun- en’s Business Enterprise (WBE) public relations, investor relations, dreds of national, regional and local awards over the past three decades. with the Women’s Business Enter- marketing, and strategy consulting prise National Council (WBENC). to our clients to shape their mes- Specialties include: Multicul- with award-winning communica- of national, regional and local saging and make their technolo- tural, beauty/fashion, professional tion strategy and stakeholder en- awards. gies, products and services known, services, travel/hospitality, home gagement. understandable and approachable. furnishings, financial PR/inves- Expertise: For more than 30 After nearly two decades in busi- MARKETING tor relations, healthcare, food & years, Lovell Communications ness, LHS has served more than beverage, entertainment/sports, has served as strategic counsel 375 clients across a wide range of MAVEN technology, environmental/public and trusted partner to health care therapeutic areas including oncol- affairs clients and social media. providers and suppliers across the 1460 Broadway, 1st Floor ogy, gene therapy, ophthalmology, country. New York, NY 10036 and neurodegenerative disease. Publicly traded companies, not- 212/967-5510 MCCABE MESSAGE The agency has received over 50 for-profit systems, early-stage and www.MarketingMaven.com awards in recognition of its work PARTNERS mature companies draw upon our [email protected] for industry-leading clients. Hon- vast communications expertise to ors received by LHS include being 1825 Connecticut Ave. NW support them through phases—or Los Angeles Headquarters inducted in the 2018 Inc. 5000 Hall 310/994-7380 Suite 300 just moments—when it’s crucial of Fame List of the Fastest Grow- Washington, DC 20009 to persuade audiences or influence ing Private Companies, ranked on Lindsey Carnett, CEO & President 202/365-8567 decision makers. www.MessagePartnersPR.com PR Week’s list of 2019 Top Agen- We help organizations optimize With offices in Los Angeles and cies and included in PR News’ in- opportunities, manage challenges New York City, Marketing Ma- Patrick McCabe, President augural Agency Elite Top 100. In and navigate changes and crises of ven’s combination of PR, social Mike Warner, Senior Vice President January 2020, LHS and Omnicom all size. Our in-depth, results-ori- media, influencer marketing and Becky Watt Knight, Senior Vice Public Relations Group (OPRG), ented communications strategies market research helps provide a President a division of Omnicom Group Paul Skowronek, Senior Vice focus on business-to-business competitive edge to their clients. (NYSE: OMC), formed a strategic President marketing, consumer engagement, Marketing Maven helps business- alliance to bring clients a broader Jennifer Chu, MPH, Vice President internal communication programs es grow their revenues by develop- set of integrated health and sci- Brianna Gavio, Vice President and stakeholder persuasion cam- ing campaigns that engage a target Rachel Griffith, Vice President ence experienced teams globally. paigns. audience, generate sales then uti- In June 2020, LHS formed another We specialize in: lize advanced metrics to measure Like a stone meeting water, ef- strategic alliance with Bioscience • Transaction Support ROI. fective communications ripple Valuation BSV GmbH, a compa- • Crisis Communications Named to the 2018 and 2017 out to reach and motivate many ny that provides evidence-based • Thought Leadership Inc. 5000 List of Fastest Growing audiences. McCabe Message Part- strategic valuation assessments to • Internal and External Commu- Companies in America and En- ners helps clients create their own life-science companies. nications trepreneur magazine’s 2016 En- ripple effect. Focusing solely on Our firm—and the talented indi- trepreneur 360 List as one of the health and issues that affect it, LOVELL viduals who make it remarkable— Most Entrepreneurial Companies team members bring experience has been recognized with hundreds in America, their services aid na- in journalism, market research, COMMUNICATIONS public policy, consumer advocacy, INC. corporate communications, and non-profit management. Clients 3212 West End Ave., Suite 500 include a who’s who of national Nashville, TN 37203 and regional health philanthropies, www.lovell.com government agencies, academic Twitter: LovellComm institutions, clinician organiza- Facebook: LovellCommunications tions, industry associations, patient Lovell blog: Lovell.com/our-outlook organizations, and corporations. Company culture—one of mutual Rosemary Plorin, President and respect, inclusion, fairness, and CEO equality—is the result of ongoing Rebecca Kirkham, Senior VP Dana Coleman, VP engagement and active participa- Robin Embry, VP tion by every member of the team. Susanne Powelson, VP McCabe Message Partners offers the expertise and professionalism Who We Are: Lovell Communi- of a large agency with the warmth cations protects health care brand and passion of a small business reputations and supports providers that believes deeply in improving and the companies that serve them A virtual McCabe Message partners staff meeting. health and well-being.

ADVERTISING SECTION | WWW.ODWYERPR.COM | OCTOBER 2020 61 Profiles of Healthcare & Medical PR Firms MCS HEALTHCARE change and motivate action. Media relations, marketing, digital strat- PUBLIC RELATIONS egy, data and analytics, influencer outreach, partnership building, 110 Allen Road, Suite 303 advertising, and great design work Basking Ridge, NJ 07920 are just a few of the tools we use 908/234-9900 daily. Find us online at www.mpf. [email protected] www.mcspr.com com and @mpfcomm on Face- book, Instagram, LinkedIn and Joe Boyd, CEO Twitter. Clients include Acumen, Eliot Harrison, President ADS Security, Austin Peay State Chad Hyett, Exec. VP University, BlueCross BlueShield Karen Dombek, VP of Tennessee, Cox Automotive, Laura de Zutter, VP CSX Transportation, FirstBank, In- MP&F Strategic Communications and BlueCross BlueShield of Tennes- tegral Senior Living, National Mu- For more than three decades, seum of African American Music, MCS has remained a constant fix- see accept the Public Relations Society of America’s Best of Silver Anvil award, the highest national honor a communications firm can win, for Nokian Tyres, PhRMA, Realtracs, ture in an ever-changing media Renaissance Hotel Nashville, the Don’t Be an Accidental Drug Dealer public education campaign. — marketplace by adapting and in- Republic Services, Solstice Senior novating as rapidly as the science Living, TVA, U.S. Department of Merritt Group is an award-win- itself. As an independent specialty closely with healthcare clients Labor, Walmart and Western Gov- ning, woman-owned healthcare shop solely focused on healthcare, ranging from start-ups to Fortune ernors University. we think of ourselves as a swift marketing and PR agency that 500 companies as a strategic part- boat among battleships: small but thrives at the intersection of deep ner in integrated marketing, com- sturdy; nimble and reliable; and domain expertise and full-service munications, public relations and PADILLA best-suited for operations that are agency proficiency. We help our digital marketing. We are a full-ser- difficult, demanding and unique. healthcare clients drive growth and vice agency, and we offer a wide 1101 West River Parkway Together, we turn strategy and meet the needs of today’s patients, range of capabilities and special ex- Suite 400 (Headquarters) creativity to action, resulting in providers, physicians, insurers pertise to ensure we have all a cli- Minneapolis, MN 55415 solutions that specifically, com- and influencers across a complex ent’s needs covered. The Merryman 612/455-1700 healthcare continuum. PadillaCo.com prehensively and robustly address Communications team has worked your current needs. Our team deeply understands the across virtually all healthcare in- Fred Lake, Senior Vice President/ We are experts in all facets of transformative world of health- dustry categories and therapeutic Health Lead communications, including digital; care. With a more consumer-driven areas, including medical devices social media; and paid, owned and healthcare marketplace and con- and diagnostics, biotech and phar- Padilla is an independently op- earned channels. As your partners, stant changes to the healthcare pol- maceuticals, health IT, health plans, erated, globally resourced pub- we will bring new integrated ideas icy landscape, Merritt Group can hospitals and physician groups/ lic relations and communication and real solutions to the table, and be your sentinel to navigate how to IPAs and nonprofits. We’re based in company with offices across the feel empowered to raise our hand market to your core audiences. Los Angeles and have team mem- United States. The agency builds, when we have an idea on how to For more than 15 years, we have bers around the country. We’re all grows and protects brands and improve your business. worked with leading and emerging seasoned veterans of global adver- reputations worldwide by creating We take measurement seriously. brands including GoHealth Ur- tising and PR agencies, so we offer purposeful connections with the We evaluate impact and proac- gent Care, Samsung Health, Inno- “big agency” know-how but with a people who matter most through tively answer the questions, “so Caption, Avizia, MedGenome and boutique, specialty agency touch. public relations, advertising, digi- what?” and “what now?” more. Our virtual model helps your bud- tal and social marketing, investor We are a highly collaborative Our philosophy starts with intrin- gets go further. We get results for relations and brand strategy. Padil- bunch that believes in the polli- sically understanding our health- our clients, our team as well as the la includes the brand consultancy nation of ideas across all brand care marketing and PR clients’ agency so that we can be successful of Joe Smith, the food and nutrition communications. We welcome the target audiences, which leads to together. experts at FoodMinds, and the re- opportunity to partner with your the development of powerful mes- search authorities at SMS Research creative agencies, co-marketers saging and creative marketing, PR, MP&F STRATEGIC Advisors. and cross-functional colleagues to content programs that drives high Health clients include 3M, Be deliver results more efficiently and impact awareness, engages audi- COMMUNICATIONS The Match, Blue Cross and Blue with a holistic vision of the brand’s ences and accelerates sales around Shield of Minnesota, Hackensack success. their innovations. 611 Commerce St., #3000 Meridian Health, Lupus Foun- Nashville, TN 37203 dation of America, Mayo Clinic, 615/259-4000 MERRITT GROUP MERRYMAN Fax: 615/259-4040 Medtronic, Purdue, Sanofi, VBI [email protected] Vaccines and others. 8251 Greensboro Drive, Suite 600 COMMUNICATIONS www.mpf.com Padilla’s Health team consists McLean, VA 22102 of seasoned health and science 703/390-1500 318 Avenue I, Suite 227 Alice Chapman, Managing Partner strategists spanning the health [email protected] Redondo Beach, CA 90277 Katy Varney, Keith Miles, David care ecosystem, specializing in: www.merrittgrp.com 424/262-0708 Fox, Jennifer Brantley, Partners pharmaceutical and biotechnology connect@merrymancommunica- Mary Ruth Raphael, Courtenay companies; device makers, vaccine Alisa Valudes Whyte, CEO, Senior Rossi, Javier Solano, VPs Partner tions.com manufacturers; hospital and health Thomas Rice, EVP, Senior Partner www.merrymancommunications.com MP&F Strategic Communica- systems; insurers, payor groups; John Conrad, EVP, Senior Partner Twitter: @MerrymanComm tions works with clients large and and nonprofits, government. Jayson Schkloven, EVP, Senior small from all over the country in Padilla is an AVENIR GLOBAL Partner Betsy Merryman, President and Managing Partner a variety of industries, from health company and is a founding mem- Shahed Ahmed, SVP, Senior care to technology, to hospitality ber of the Worldcom Public Rela- Partner Ashley Cadle, Account Director Joni Ramirez, Account Director and education. We help our clients tions Group, a partnership of 132 From our roots focused on the reach the right audiences with the independently owned partner offic- most cutting-edge technologies, Merryman Communications works right messages in order to create es in 115 cities on six continents.

62 OCTOBER 2020 | WWW.ODWYERPR.COM | ADVERTISING SECTION w Profiles of Healthcare & Medical PR Firms Connect with purpose at PadillaCo. ents in every sector. Healthcare com. communications is at the core of our national, independent agency, which boasts nearly five decades PAN of healthcare experience. COMMUNICATIONS PCI consistently delivers award-winning programs and cam- 255 State St., 8th Floor paigns for clients ranging from ad- Boston, MA 02109 vocacy organizations and medical 617/502-4300 and allied health associations to [email protected] Fortune 100 corporations; health- www.pancommunications.com care technology innovators and de- vice makers; biotechs and hospital Philip A. Nardone, Pres. & CEO Mark Nardone, Executive VP suppliers; hospitals and health sys- Elizabeth Famiglietti, Executive tems; service providers; accredit- The Reis Group strongly believes in nurturing the next generation of PR VP, Human Resources ing agencies; and consultants. PCI professionals. Before COVID, we gave in-person presentations like this Darlene Doyle, Executive VP, also knows healthcare audiences one at American University in Washington, D.C. (left). During the pan- Client Relations first-hand. We understand what Gary Torpey, Executive VP, demic, we continued our efforts in a Zoom format (right), with students makes them tick, how to reach from the University of Massachusetts, Amherst. Finance them, and know the words that will Gene Carozza, Dan Martin, Nikki resonate and prompt engagement. Festa O’Brien, Meg Kessler, category is in some way using tech- Senior VPs Healthcare represents more than of clients who are committed to Gareth Thomas, Managing Dir., half of PCI’s business. Our clients nology to sustainably change the improving the health of our nation, UK include more than 25 medical and way we work, live and play. including nonprofits, foundations, dental associations, start-ups look- At Racepoint Global (RPG), our federal agencies, associations, PAN Communications is a lead- ing for visibility and university mission is simple: We help our cli- health systems, corporations, and ing integrated marketing and PR health systems. We launch prod- ents navigate and succeed in the universities. agency servicing tech and health- ucts and manage lifecycle commu- new communications landscape Our team of more than a dozen care brands. With office locations nications; run consumer awareness by shaping the conversations that seasoned communications profes- in Boston, San Francisco, New and screening programs on a turn- matter. We live at the intersection sionals has decades of experience York, Orlando and London, PAN key basis; develop professional of conversation and innovation and working closely with clients as helps companies transform ideas relations campaigns designed to we serve clients with channel-ag- their communications partners, into captivating stories and cov- draw referrals; and develop digital nostic communications strategies offering services including envi- eted user experiences that align to media strategies, campaigns and that engage their target audiences ronmental scans, message testing, their growth strategies. With a staff platforms including efficient on- in authentic and meaningful ways. earned media outreach, thought of 150+ strong, PAN is a mid-sized line newsrooms and content-rich Our work with clients establish- leadership, video production, com- agency that is positioned to help websites. es competitive differentiation and munity engagement, issues man- brands emerge in new markets and More than a third of our health- drives business impact. agement, content development, so- drive integrated strategy across a care clients have stayed with us 10 Capabilities: Media & Analyst cial and digital media, and website variety of media channels. years or more with some exceeding Relations, Digital Marketing, In- development and management. Connected Content—Creative 20-year partnerships. Our success fluencer Engagement, Strategy & Our goal is to provide every cli- Storytelling—Results that Matter! grows from truly listening to, and Comms Planning, Creative Strat- ent with the skills and capabilities Clients Include: 8x8, athen- talking with, our clients. We then egy, Video & Content Production, of a highly specialized agency, ahealth, Braze, BMC, Carbon create solutions and deliver quality Media Training, Paid Media, Crisis along with the commitment and Lighthouse, Citrix, CloudBees, service and results that meet or ex- Communications, Public Affairs, dedication of a small business. Degreed, LeanTaaS, GreatCall, ceed our clients’ goals. Event Management & Support, Partial client list includes: Amer- GYANT, Health Dialog, Media- Measurement & Analytics ican Gastroenterological Associa- Math, OneStream, Quanterix, RACEPOINT tion, Banner Alzheimer’s Institute, Quorom Software, Radial, Rapid7, THE REIS GROUP Blue Shield of California Founda- Toast, Veeam, and White Ops. GLOBAL tion, Digestive Disease Week, Ne- 1300 19th St., N.W., Suite 600 mours Children’s Health System, 2 Center Plaza, Suite 210 National Association of Chronic PUBLIC Boston, MA 02108 Washington, DC 20036 617/624-3200 202/868-4000 Disease Directors, Society for COMMUNICATIONS Fax: 617/624-4199 www.TheReisGroup.com Healthcare Epidemiology of Amer- www.racepointglobal.com ica and Society of Interventional INC. Sharon Reis, Principal Radiology. Partner in The Worldcom Larry Weber, Chairman & CEO Tamara Moore, Lauren Musiol, Public Relations Group Bob Osmond, President SVPs REVIVEHEALTH Carolyn Regan, SVP, People Beth Casteel, Peter Pearl, Sr. One E. Wacker Drive, 24th Floor Philip Chadwick, SVP, Finance Counselors Chicago, IL 60601 209 10th Ave., South, Suite 214 312/558-1770 Society has always been pro- Full-service communications for Nashville, TN 37203 615/742-7242 [email protected] pelled forward by technology. health, medical, science, and social www.pcipr.com [email protected] There is a growing expectation, issues. www.thinkrevivehealth.com Jill Allread, APR, CEO however, that innovation must The Reis Group is a small, wom- Craig Pugh, President serve humanity—there must be a an-owned public relations agency ReviveHealth is a full-service Pamela Oettel, COO/CFO higher moral purpose than innovat- specializing in health and social agency focused on the intersection ing only because we can. causes. Established in 2016, we of healthcare delivery, finance, and Team members at Public Com- We believe that the complex chal- were recently named Best New innovation. Recently named 2020 munications Inc. are passionate lenges we face as a global society Agency of the Year by The Pub- Healthcare Agency of the Year about healthcare. We create com- can only be tackled by embracing lic Relations Society of America’s (PRovoke Media), ReviveHealth munication solutions for national creativity and innovation fueled by National Capital Chapter. We are and international healthcare cli- purpose. Every company in every proud to work with a wide range _ Continued on page 64

ADVERTISING SECTION | WWW.ODWYERPR.COM | OCTOBER 2020 63 Profiles of Healthcare & Medical PR Firms

Some highlights of recent en- REVIVE HEALTH gagements include groundbreaking _Continued from page 63 work in the cancer treatment seg- ment with SpeciCare, a first mover TM brings a depth of perspective and in Live Tissue Science , 360 repu- experience that’s essential to nav- tation marketing for SOC Telemed, igating a complex and rapidly as well as the Q4 launch of Mossa’s changing industry. With more than Movement Health initiative to ad- 100 marketing communication pro- dress both the sedentary market and fessionals across the country and a health club crisis through virtual, national client footprint of leading accessible programming. Indepen- healthcare brands, ReviveHealth dent of its client work, the agency is built to help healthcare brands was a founding partner in Geor- thrive. The agency’s work and cul- giaALIVE, a public awareness, ed- ture are perennially recognized by ucation and support organization in peers and industry leaders, most re- response to COVID-19. cently including Healthcare Agen- While the firm’s public relations cy of the Year and Best Agency to discipline continues to grow, it’s Work For (PRovoke Media) and SPI Group agency staff meeting in 2020. seeing greater demand for its 360 Crisis Communications Agency reputation marketing approach of the Year (Black Book). Revive- which leverages its integrated mar- Health is a part of Constituency gamification to launch employee and capturing mindshare. keting group as well as its creative Management Group (CMG), a programs, for more than 20 years, With offices in New York and arm, Groovy Studios. Its suite of wholly-owned unit of the Interpub- we’ve been bringing smart com- the San Francisco Bay Area, Stan- services includes public relations, lic Group (IPG). CMG comprises munications solutions to enterprise ton is a full-service agency that integrated marketing, demand gen- 29 specialty marketing firms with clients. supports our clients across a vari- eration and creative services. over 7,000 employees. Explore Partnering with SPI Group ety of communications disciplines Unrelated to healthcare, but and follow ReviveHealth at think- means solving communications including media relations, brand an important new initiative for revivehealth.com and on Twitter at challenges through our integrated messaging, content development the firm was the recent launch of @ThinkRevive. services—everything from strate- and marketing, executive visibili- Voice4Change Project, the firm’s Clients include: Bon Secours gy and design to editorial and web ty, thought leadership, digital and ongoing anti-racism platform ac- Mercy Health CareCentrix, Cin- development. Our clients value our traditional marketing, reputation knowledging racism in America cinnati Children’s Hospital, Fran- high-touch service, serving as an & change management, executive and encouraging education and ciscan Missionaries of Our Lady extension of their teams with flex- counsel, and social media. Our action. Owning the industry’s Health System, Henry Ford Health ibility, tactical know-how, and a senior professionals spend the ma- number one retention rate, having System, Landmark Health, Lumer- strategic mindset. Visit our website jority of their time on client work, lost two staffers to an agency in 17 is, Omnicell, Onduo, Penn State to learn more about our full range ask tough questions, challenge as- years, the firm is known for its pro- Health, Teladoc, The Christ Hos- of services, including: Employee sumptions, and suggest bold solu- gressive, culture-rich programs like pital, Trinity Health, UC Davis and Engagement, Digital Solutions, tions. Clients find a home at our Red with Ted, Cooleaf Pro, Read to VCU Health. Leadership Communications, Sto- firm because we deliver a unique Lead, Farm to T/K, GeorgiaALIVE rytelling, Creative Services, Writ- blend of smart strategy, strong rela- and Voice4Change Project. For THE SPI GROUP, ing and Editorial Management, and tionships, innovative thinking, and more information, visit trevelino- Assessment and Measurement. first-class execution that produces keller.com. LLC business-changing results. STANTON W2O 165 Passaic Ave., Suite 410 TREVELINO/KELLER 50 Francisco Street Fairfield, NJ 07004 880 Third Ave. 973/244-9191 San Francisco, CA 94133 New York, NY 10022 981 Joseph Lowery Boulevard Fax: 973/244-9193 415/362-5018 212/366-5300 Suite 100 www.spigroup.com www.w2ogroup.com [email protected] Atlanta, GA 30318 Linkedin.com/company/the-spi- [email protected] www.stantonprm.com 404/214-0722 X106 and X105 group-llc Twitter: @W2OGroup [email protected] Facebook.com/thespigroup/ 520 3rd St. [email protected] Twitter.com/spigroup Oakland, CA 94607 www.trevelinokeller.com Founded by Jim Weiss in 2001 510/635-4150 and built on an ethos of entrepre- James Koppenal, Senior Manag- ing Director—Digital Communica- Alex Stanton, CEO Ranked #1 in Healthcare in At- neurship, staying fluid and doing tions Tom Faust, Charlyn Lusk, lanta, Trevelino/Keller continues to the right thing, W2O has achieved Ollie Hartsfield, Managing Direc- Managing Directors see its healthcare practice outper- 18 years of uninterrupted growth tor—Communications Strategy and Liam Collopy, Matt Conroy, Ka- form all practices. Its long-stand- while remaining fiercely indepen- Editorial trin Lieberwirth, Mike Goodwin, ing base of experience with the dent. W2O is an alchemic mix of Sonali Munjal, Managing Director SVPs CDC and United Healthcare, 1,400 people and hundreds of cli- —Application Development Stanton works with a wide va- coupled with one of the country’s ents and partners—working from Allen Shapard, Managing Director riety of emerging and established deepest technology practices and bench to bedside—to make the Heather Norian, Chief Operating Officer organizations across the spectrum Atlanta’s leading lifestyle practice, world a healthier place. of healthcare, from providers and has advanced its healthcare work Driven by data, W2O applies SPI Group is an award-winning management organizations to ser- across Health IT, retail health and proprietary analytics and best-in- agency that uses digital solutions vices and insurance, senior care, healthcare. Having a base of ex- class technology to build insights to amplify the employee experi- treatments, and technologies. This perience with Ebola, Zika and oth- that power creative ideas and con- ence. We do our best work where is why growing healthcare organi- er health crises, the firm has been cepts. W2O seeks to become the communications and innovative zations turn to Stanton. We excel at sought after in the broader health- partner of choice to empower op- technologies meet. Whether cre- helping healthcare innovators grow care/wellness market as companies timal healthcare knowledge, access ating award-winning intranets, in- their businesses by raising compa- strategize over their place in the and outcomes—now and in the tegrating employee apps, or using ny profiles, building reputations B2C and B2B landscape. future. 

64 OCTOBER 2020 | WWW.ODWYERPR.COM | ADVERTISING SECTION O’DWYER’STOP HEALTHCARE & MEDICALRANKINGS PR FIRMS Firm Net Fees (2019) Firm Net Fees (2019) 1. W2O Group, San Francisco, CA $218,883,000 35. Shift Communications, Boston, MA $1,472,202 2. Edelman, New York, NY 154,744,000 36. Trevelino/Keller, Atlanta, GA 1,450,000 3. Spectrum, Washington, DC 33,900,000 37. Racepoint Global, Boston, MA 1,249,665 4. APCO Worldwide, Washington, DC 31,556,300 38. G&S Business Communications, New York, NY 1,235,239 5. Finn Partners, New York, NY 31,010,000 39. Tunheim, Minneapolis, MN 1,178,004 6. Evoke KYNE, New York, NY 25,149,453 40. Inkhouse, Waltham, MA 995,984 7. Crosby, Annapolis, MD 23,420,131 41. L.C. Williams & Associates, Chicago, IL 932,222 8. IMRE, LLC, Baltimore, MD 20,995,000 42. Agency Ten22, Cumming, GA 803,475 9. ICR, New York, NY 18,873,911 43. Raffetto Herman Strategic Communications, Seattle, WA 665,954 10. M Booth Health, New York, NY 16,582,440 44. FrazierHeiby, Columbus, OH 631,016 11. Jarrard Phillips Cate & Hancock, Brentwood, TN 12,416,807 45. Landis Communications, San Francisco, CA 601,000 12. JPA Health Communications, Washington, DC 10,305,362 46. Pierpont Communications, Houston, TX 593,655 13. Coyne PR, Parsippany, NJ 9,800,000 47. Jackson Spalding, Atlanta, GA 590,182 14. Zeno Group, New York, NY 9,746,452 48. Buchanan Public Relations, Bryn Mawr, PA 565,643 15. Padilla, Minneapolis, MN 8,454,957 49. Singer Associates, Inc., San Francisco, CA 511,025 16. Sam Brown Inc., Wayne, PA 6,341,947 50. Standing Partnership, St. Louis, MO 507,455 17. McCabe Message Partners, Washington, DC 5,789,127 51. French | West | Vaughan, Raleigh, NC 382,105 18. Matter Communications, Newburyport, MA 4,859,956 52. LaunchSquad, San Francisco, CA 377,000 19. SPI Group LLC, The, Fairfield, NJ 4,700,000 53. Rosica Communications, Fair Lawn, NJ 344,950 20. 5W Public Relations, New York, NY 4,600,000 54. Greentarget Global LLC, Chicago, IL 320,000 21. MCS Healthcare Public Relations, Bedminster, NJ 4,372,952 55. Peppercomm, New York, NY 284,061 22. Bliss Integrated Communication, New York, NY 3,511,000 56. Perry Communications Group, Inc., Sacramento, CA 273,675 23. Moore, Inc., Tallahassee, FL 3,389,675 57. Serendipit, Phoenix, AZ 206,011 24. LaVoie Health Science, Boston, MA 3,270,282 58. Fish Consulting, Fort Lauderdale, FL 193,000 25. PAN Communications, Boston, MA 3,149,102 59. Hoyt Organization Inc., The, Torrance, CA 155,000 26. MWWPR, New York, NY 3,145,208 60. Brownstein Group, Philadelphia, PA 154,768 27. Kivvit, Chicago, IL 3,024,369 61. Judge Public Relations, LLC, Tampa, FL 152,772 28. Lovell Communications, Nashville, TN 2,952,973 62. WordWrite Communications LLC, Pittsburgh, PA 135,000 29. Hunter, New York, NY 2,950,000 63. Approach Marketing, Worthington, OH 134,943 30. MP&F Strategic Communications, Nashville, TN 2,816,689 64. TruePoint Communications, Dallas, TX 111,540 31. Public Communications Inc., Chicago, IL 2,656,882 65. Marketing Maven Public Relations, Camarillo, CA 109,496 32. Beehive Strategic Communication, St. Paul, MN 2,319,782 66. IW Group, Inc., West Hollywood, CA 106,000 33. rbb Communications, Miami, FL 2,260,799 67. Bradford Group, The, Nashville, TN 61,584 34. Havas Formula, New York, NY 1,560,052 68, Lawlor Media Group, New York, NY 33,000

© Copyright 2020 The J.R. O’Dwyer Co. OPINION Professional Development Two big ‘ifs’ could pave way for Trump reelection

By Fraser Seitel factual recall is limited. He tends to speak voters.” in vague generalities and gets confused Meanwhile, CNN convenes daily panels he single most astonishing “revela- with specifics. And his obvious antipathy of its homegrown stable of dour Trump tion” of Bob Woodward’s published to his opponent is so severe—and so sin- haters—Jim Acosta, Gloria Borger, Jake T“Rage” against Donald Trump is that cere—that the frequently flappable Biden Tapper, et al—to pick over, ad nauseum, the nobody much may “flap” even more—to his detriment—if President’s personal problems and lack of cared. goaded by Trump. qualifications to remain in office. After three- So, even though Trump himself isn’t terri- So, third, if the Knight-Gallup find- and-a half years bly articulate or knowledgeable and is also ings are to be believed, and 80 percent of as President, most prone to fly off the handle at the slightest Americans perceive inaccurate news to be Americans aren’t slight, his best chance to run roughshod “intentional,” then it’s entirely likely that at all surprised to over his feeble challenger may lie in the swing voters in these crucial swing states learn that Trump: three scheduled debates over the next three may resent that outlets like the Times and lies; bullies; is a weeks. CNN so blatantly bias their coverage to narcissist; cares, Biden will be particularly challenged in defeat Trump. And it’s certainly possible, above all else, the first debate, moderated by Fox News’ therefore, that these key voters will express about the welfare Chris Wallace, who will pepper the former their displeasure by casting their ballots for Fraser P. Seitel has of himself and his Vice President on all matter of embarrass- Trump. been a communications family; refuses to ing questions: from his alleged use of a Again, with the clock winding down, consultant, author and listen to anyone teleprompter during interviews to his son’s the smart money is still on Biden to end teacher for more than else; is often in- unchallenged windfall for a do-nothing job America’s most chaotic Presidency; espe- 30 years. He is the au- thor of the Prentice-Hall fernally stupid, in Ukraine. Trump, on the other hand, just cially with the potential prospect of a fall text, The Practice of as exemplified by conducted a White House interview with coronavirus resurgence and an incumbent Public Relations. choosing to talk to Wallace, so he’s more experienced in han- so eminently capable of saying or tweeting a duplicitous snake dling the Fox reporter’s take-no-prisoners something stupid in the final days to ensure like Woodward in persistence. disaster. the first place. (Despite his after-the-fact Trump’s greatest debate challenge will be Nonetheless, because Biden is so funda- protestations, Woodward’s calculated de- the last of the three, moderated by Kristen mentally weak, the election promises to be cision to withhold, until book publication, Welker of NBC, who has proudly carried close. And if Trump can trip up the chal- Trump’s true beliefs about the dangers of her network’s anti-Trump banner as White lenger in the debates, and if swing state COVID are all you need to know about the House correspondent for the past several fence sitters find an increasingly-biased author’s own “moral compass.”) years. Trump will likely use the debate fo- media intolerable—admittedly, two big So, while journalists breathlessly hailed rum to spar with Welker and challenge her “ifs”—then don’t count out another Donald the latest Woodward hatchet job as a motives, as he has done regularly at White Trump election surprise in November.  “bombshell,” most Americans received it House COVID briefings. as just another ho hum example of “Trump And this technique—of challenging a PR news brief being Trump.” hostile media—may provide an additional Sloane & Co. rises to defense of The fact is that a bit more than half of all route to help the incumbent eke out anoth- Americans despise Trump and a bit less er improbable victory. Cubic than half accept him; no matter what Bob First, the nation’s trust in the media has Sloane & Co. represents Cubic Corp. as the San Woodward or anyone else tells them. Any steadily eroded during the Trump pres- Diego-based defense and transportation (fare collec- attempt to change the minds of these polar- idency. According to the 2020 Knight tion/revenue management) systems company adopts a poison pill defense in the wake of a potential take- ized opposites is futile. Foundation-Gallup survey, a whopping 86 over bid by hedge fund Elliott Management and Ver- Which brings us to the November elec- percent of Americans detect either “a great itas Capital. tion and the incumbent’s uphill, last-ditch deal” or a “fair amount” of political bias in Reuters reported that Cubic has held private talks climb to erase the sticky seven-point poll news coverage. with its possible suitors for a number of weeks. lead that Joe Biden has hung onto for Second, as the presidential campaign has Cubic says it issued a rights plan after Elliott dis- closed that it has accumulated a 15 percent owner- months. Trump’s only chance to win is con- worn on, an increasing number of once-re- ship stake. David Melcher, lead independent director vincing swing voters in five states—Michi- spected media outlets—particularly CNN at Cubic, said the company is committing to creating gan, Arizona, Pennsylvania, Wisconsin and and the New York Times—have surren- long-term value and ensuring that investors realize Florida—that his unique brand of adminis- dered any pretense of “objectivity” as far as the full potential of their investment. The rights plan “is intended to provide the board trative lunacy deserves another four years. Trump is concerned. with time to make informed decisions and prevent any With a little more than a month to go, it’s The Times’ rotating cadre of daily an- third party from obtaining control of Cubic in a manner unlikely that Trump can pull it off. But it’s ti-Trump beat reporters regularly quotes and at a price that are not in the best interests of Cu- not impossible. anonymous “presidential advisers” who bic’s shareholders,” he said. For one thing, Trump’s opponent is a piti- bemoan their candidate’s dimming pros- Sloane & Co’s Dan Zacchei and Joe Germani handle Cubic, which lost $60.7 million on $1 billion in reve- fully weak candidate, whose advisers—like pects. Meanwhile, Biden is hailed for deliv- nues during the nine-month ended June period. Trump’s —get apoplectic every time he ven- ering “high energy performances” defined Stagwell Group’s SKDKnickerbocker is the parent tures off script. by “withering criticism of Mr. Trump and company of Sloane & Co. Biden, at 77, has lost more than a step. His palpable enthusiasm for connecting with

66 OCTOBER 2020 | WWW.ODWYERPR.COM Financial Management Business loss changes from the CARES Act

By Richard Goldstein front-deductible items or other provisions) What you need to know about payroll he public relations industry is facing and be used to offset the resulting net losses tax deferral unprecedented challenges in light from business against investment income The IRS released guidance on the payroll Tof COVID-19. The purpose of this or income form employment. tax deferral from the Presidential Memo- month’s column is to provide agency own- Changes to excess business loss limits randum issued on August 8, 2020, which ers with information that may be helpful. The CARES Act made several retroactive allows employers to defer withholding and The Corona- corrections to the excess business loss rules payments of an employee’s portion of the virus Aid Relief as they were originally stated in the 2017 Social Security tax if that employee’s wages and Econom- TCJA. are below a certain amount. ic Security Act Most importantly, the CARES Act clari- Under the guidance, the Social Security made changes to fied that deductions, gross income or gain tax deferral may apply only to employees excess business attributable to employment aren’t consid- with a pretax wage or compensation that losses. Some of ered in calculating an excess business loss. are less than $4,000 during a biweekly pay the changes are Meaning, excess business losses can’t shel- period for wages paid from September 1, retroactive and ter either net taxable investment income or 2020, through December 31, 2020, with there may be op- net taxable employment income. If you are each pay period considered separately. portunities for planning a start-up that will begin to gen- Employers can defer the employee por- some PR agencies Richard Goldstein is erate—or will still be generating—excess tion of the Old Age, Survivors and Disabil- a partner at Buchbind- to file amended business losses in 2021, be mindful of that. ity Insurance tax under Sec. 3101(a) and er Tunick & Company returns. The fol- Another change provides that an excess Railroad Retirement Act Tier 1 tax under LLP, New York, Certified lowing are some business loss doesn’t include any deduction Sec. 3201. The due dates for withholding, Public Accountants. of the changes that under the tax code provisions involving the and payment of these taxes is postponed may impact your NOL deduction or the qualified business until Jan. 1, 2021 and ends April 30, 2021. agency. income deduction that effectively reduces Interest, penalties and additions to tax will Deferral of excess business loss limits income taxes on many businesses. begin to accrue on unpaid taxes starting The Tax Cuts and Jobs Act provided that Because capital losses of non-corpora- May 1, 2021. net tax losses from active businesses in tions can’t offset ordinary income under There are unknowns, such as what an excess of an inflation adjusted $500,000 the NOL rules: employer should do when employees quit for joint filers—or an inflation adjusted • Capital loss deductions are not consid- before the end of the year or how this ap- $250,000 for other covered taxpayers—are ered in computing the excess business loss plies to self-employed individuals. Frankly, to be treated as Net Operating Loss car- and; I don’t know of any business in our prac- ryforwards in the following tax year. The • The amount of capital gain considered tice that has expressed interest in this. covered taxpayers are individuals, estates in computing the loss can’t exceed the lesser Nevertheless, because it has received a fair and trusts that own businesses directly or of capital gain net income from a trade or amount of press, I thought I would mention as partnerships or shareholders in an S cor- business or capital gain net income. 19 it.  poration. The $500,000 and $250,000 limits, which are adjusted for inflation for the tax years COVID-19 upends agencies’ business models beginning after calendar year 2018, were scheduled under the TCJA to apply to tax By Jon Gingerich years beginning in calendar year 2018 to 2025. The CARES Act has retroactively he COVID-19 pandemic has taken their company operates as well. postponed the limits so that they now ap- a heavy financial toll on companies Three-quarters (75 percent) of executives ply to tax years beginning in calendar years Tand has dramatically altered the op- polled said the pandemic has forced their 2021 to 2025. erations and business models of those that agency to change their service offerings in The postponement means that you may remain. some way. Among them, nearly half (48 be able to amend: A survey of executives by Chicago-based percent) said they’ve amended their current • Any filed 2018 tax returns that reflected digital marketing shop Digital Third Coast service offerings, while nearly a third (29 a disallowed excess business loss (to allow shows that marketing and advertising agen- percent) said they now offer new services in the loss in 2018) and; cies haven’t been exempt from this phe- light of COVID-19. 16 percent said they’ve • Any filed 2019 tax return that reflected a nomenon. reduced the price of their services while an disallowed 2019 loss and/or carryover of a DTC’s survey, which asked executives additional 16 percent said they’ve brain- disallowed 2018 loss (to allow the 2019 loss about their agency’s experience since the stormed new potential service offerings. and/or eliminate the carryover). start of the pandemic and how their busi- Only six percent said COVID-19 has re- The excess business loss limits also don’t ness has been impacted as a result, found sulted in the agency offering fewer services apply to tax years that began in 2020. Thus, that nearly three-quarters (74 percent) of or increasing the current prices of its ser- the 2020 year can be a window to start a agencies polled were forced to make finan- vices. business with large up-front-deductible cial changes because of COVID-19. DTC’s survey polled 30 marketing and items (for example, capital items that can Additionally, more than two-thirds (68 advertising agency executives between Au- be 100 percent deducted with large up- percent) said COVID-19 has altered how gust and September. 

WWW.ODWYERPR.COM | OCTOBER 2020 67 WASHINGTON REPORT Crossroads Strategies reps Guardian disaster firm

ormer Senators John Breaux (D-LA) and Trent Lott (R-MS) have signed on to represent Guardian Centers of Georgia, Fdisaster preparedness and tactical training outfit. Their firm, Crossroads Strategies, is lobbying to advance the value of operational readiness and security training in areas in- cluding chemical, biological, radiological, nuclear and explosive response. Crossroads executive VP Scott Brenner, who was Chief of Ex- ternal Affairs at the Office of Science and Technology at the Dept. of Homeland Security, joins the former Senators on the Guardian business. the House Energy and Commerce Committee’s subcommittee on Geoff Burkart, a 30-year veteran of AT&T, is founder and communications and technology. CEO of Guardian. He launched the company following his work Koh’s extensive experience and background in the “cross-section in emergency management and response as aviation director of geopolitics, technology and trade will ensure our expertise con- at BellSouth during the Sept. 11 attacks and airlift operations tinues to be respected in the policy debates both domestically and during hurricanes Katrina and Rita. abroad,” he added.  Breaux and Lott exited Breaux Lott Leadership Group in July. They sold that firm to Squire Patton Boggs in 2010.  Livingston Group reps Korean Ex-NY governor Paterson joins church tied to COVID Kivvit he Livingston Group is working for San Francisco Zion Church, which is an independent church associated with ormer New York governor David Paterson has joined Kivvit, Tthe South Korean religious sect linked to the spread of the PA and strategic communications shop. COVID-19. F The Democratic politico will provide South Korea in February traced the outbreak there to the strategic counsel and help Kivvit’s managing Shinecheonji Church of Christ as more than 5,000 of its members partners develop and implement a diversity, were infected, which then represented nearly 40 percent of all cas- equity and inclusion plan. es in the country. Paterson was Lieutenant Governor when he South Korea arrested Lee Man-hee, the 88-year-old leader of succeeded Governor Elliot Spitzer upon his res- Shincheonji, in August on charges of “murder by willful negli- ignation in 2008 due to a prostitution scandal. gence,” embezzling and holding unapproved religious events. He is the Empire State’s only Black governor. David Paterson Shincheonji supporters say South Korea’s government is using Paterson said that he’s worked with lot of PA it as a scapegoat to cover up its mismanagement of the pandemic. firms, but none of them impressed him as much as Kivvit. “Their “As a new and growing denomination, Shincheonji has become continued commitment to data, analytics and innovation is un- prey to misrepresentation and discrimination by mainstream paralleled in this space,” he said in a statement. churches and the secular media,” Ki Lee, a spokesperson for the Kivvit also announced the hiring of Josh Vlasto as Managing SF Zion Church, told O’Dwyer’s. Director. Lee hopes to raise awareness of the misrepresentation of and He was Press Secretary to NY Senator Chuck Schumer, Chief of discrimination toward the Shincheonji and its privacy concerns as Staff to governor Andrew Cuomo and head of corporate commu- U.S. citizens, and to encourage dialogue on these issues. niatins at MacAndrews and Forbes.  Former Louisiana Republican Congressman and Speaker-elect Bob Livingston launched TLG in 1999. The firm’s six-month contract went into effect Aug. 17 and is Nokia dials up Koh for worth $8,500 per month. The pact may be approved for an addi- government relations post tional six months upon mutual agreement by both parties.  innish telecom giant Nokia has recruited the State Dept’s Blue State adds veterans of Grace Koh for its U.S. government relations Fdepartment. Warren’s presidential run As US ambassador to the 2019 International Telecom Union’s World Radiocommunication lue State, which works with purpose-driven organizations, Conference in Egypt, she led the 125-member has hired Christopher Huntley and Rachel Kopilow, veter- American delegation negotiating spectrum and Bans of Sen. Elizabeth Warren’s 2020 presidential bid. satellite policy. Huntley, who served as Senior Speechwriter for Warren, joins Koh also served as Special Assistant to the Grace Koh the firm as VP of Strategic Communications. Kopilow, who ran President for technology, telecom and cyberse- the video team for the Warren campaign, comes to Blue State as curity policy in the White House and Deputy Chief Counsel to VP of Strategic Communications and Creative Director. 

68 OCTOBER 2020 | WWW.ODWYERPR.COM International PR News

Bob Dole helps Armenia boost left on the lease at the time of the crash, according to SB’s engage- ment letter. U.S. ties SB’s job is to intercede with authorities in Ethiopia, African Union Mission in Somalia peacekeeping force, African Union and the Unit- ormer Senate Majority Leader Bob Dole, 97, is working with ed Nations to negotiate compensation for the incident on an “infor- Armenia to improve its diplomatic relations with the US ahead mal basis.” Fof strategic talks between the two nations slated for October. While SB’s core mission is providing legal support overseas, it reg- His firm, Alston & Bird, will monitor current events relevant to istered with the Justice Dept. because it may have to field questions U.S.-Armenia relations and may conduct outreach to Congress and from the American media.  the Trump administration. A&B special counsel Dole was president Jerry Ford’s VP running mate in 1976 and the Republican presidential nominee in 1996. Teneo reps investment firm of The U.S. embassy in Armenia’s capital of Yerevan advised US citi- zens to avoid travel to the eastern part of the country near the bor- Russian oligarch der with Azerbaijan. Azerbaijani forces killed an Armenian soldier on Sept. 16. Armenia’s Defense Ministry has ordered its troops to eneo Strategy is slated to receive a $150,000 monthly retainer maintain high-combat readiness.  from LetterOne Investment Holdings, the Luxembourg-based Tfirm co-founded by Russian billionaire Mikhail Fridman. The assignment to provide strategic counsel and stakeholder out- Fly Africa gets media support reach to LetterOne and its board members began Sept. 1. Teneo’s engagement letter calls for scheduling media interviews, for downed plane assisting with media briefings and coordinating stakeholder rela- tions. It will not act as a political consultant. ly Africa, based at Mogadishu Airport, has retained Bethes- Senior managing directors Paul Gallagher, for- da law firm Schulman Bhattacharya to handle U.S. media in- mer head of Burson-Marsteller’s US crisis prac- Fquiries surrounding the shooting down of an African Express tice, and Kathleen Lacey, one-time executive VP cargo plane carrying humanitarian supplies over Somalia in May. for influencer engagement at Edelman, head the The New York Times reported that the Kenya-registered plane five-member LetterOne team. loaded with supplies to fight COVID-19 may have been shot down Forbes estimates Fridman is worth $15 billion. by Ethiopian troops, who thought it was about to carry out a sui- He was a member of the US Treasury’s “oligarchs Mikhail Fridman cide attack. watchlist,” according to Reuters, but was never hit Fly Africa had been leasing the aircraft and had about 20 months with sanctions. 

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. AZ Media PR Inc., White Plains, NY registered Sep. 10, 2020 for Ministry of Petroleum, Juba, South Sudan, regarding promotion of the development of South Sudan petroleum and country at large.

Mr. Farhad Alaaldin, Baghdad, Iraq, registered Sep. 1, 2020 for Iraq Advisory Council, Baghdad, Iraq. Mr. Alaaldin is the Chairman of the Iraq Advisory Council and works on a voluntary basis with the council seeking to enhance the civil society-state relationship, democratic process, rule of law and social justice in Iraq.

Ghebi LLC, Washington, D.C., registered Sep. 14, 2020 for Federal State Unitary Enterprise Rossiya Segodnya International Information Agency, Moscow, Russia. Rossiya Segodnya is a mass media company and acts fully independently based on its editorial policies. The registrant produces radio shows, newswires and web articles which are predominantly distributed by other entities.

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. Jeffrey J. Kimbell & Associates, Wash., D.C., registered Sep. 23, 2020 for Vaxart Inc., San Francisco, CA, regarding issues related to vaccine devel- opment.

Co2Efficient LLC, Wash., D.C., registered Sep. 21, 2020 for Digital Climate Alliance, Washington, D.C., regarding digital solutions for climate change.

Fidelis Government Relations, Wash., D.C., registered Sep. 19, 2020 for EMITBio, Inc., Durham, NC, regarding COVID-19 treatment development issues.

Hobart Hallaway & Quayle Ventures, LLC, Nashville, TN, registered Sep. 18, 2020 for Planet Fitness, Hampton, NH, regarding economic impact of the COVID-19 pandemic.

The Normandy Group, LLC, Wash., D.C., registered Sep. 18, 2020 for Awareness is Prevention, Henderson, NV, regarding issues related to human trafficking.

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