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octmagazine_Layout 1 10/5/10 4:53 PM Page 1 Pg. 14 Pg. 16 Pg. 24 New regulations, new Reality TV Women’s health: healthcare challenges and ‘real’ PR changing the conversation Communications & new media Oct. 2010 I Vol. 24 No. 10 THE HEALTHCARE ISSUE UNDERSTANDING THE FDA’S CRACKDOWN ON PG. 10 CONSERVATIVE GROUPS FORM HEALTHCARE ADVERTISING TO CHALLENGE AARP PG. 30 PG. 12 THE POLITICS OF PREVENTION CULTURE HEALTHCARE GOES TO HOLLYWOOD: October 2010 | www.odwyerpr.com CELEBRITY RX BRANDING PG. 19 O’DWYER’S RANKINGS OF TOP HEALTHCARE PR FIRMS PG. 49 octmagazine_Layout 1 10/5/10 4:54 PM Page 2 Leading Feature News Distribution Service MULTIMEDIA EXTRAVAGANZA! COVER ALL YOUR MEDIA BASES PRINT, ONLINE, RADIO AND TV Also Included In the Lineup: • Posting on NAPSNET.COM • Search Engine Optimization • Twitter Feeds to Editors • Social Media • Blogging • Anchor Texting • Hyperlinking • RSS Feed in XML • Podcasting • YouTube CSNN Channel [email protected] • www.napsinfo.com New York Chicago Washington Los Angeles San Francisco 212-867-9000 312-856-9000 202-347-5000 310-552-8000 415-837-0500 octmagazine_Layout 1 10/5/10 4:54 PM Page 3 • www.napsinfo.com Chicago Washington Los Angeles San Francisco 2 octmagazine_Layout 1 10/5/10 4:54 PM Page 4 Vol. 24, No. 10 Oct. 2010 EDITORIAL STUDY: MARKETING A GOP takeover in November poses a AND COMMS. DIVIDED 6 22 big threat to healthcare reform. Many companies haven’t unified their APPLE PREPS IPAD FOR marketing and corp. comms. divisions effectively. NEWSPAPER SUBSCRIPTIONS Apple courts publishers on a possible 8 WOMEN’S HEALTH: iPad newspaper subscription service. 24CHANGING CONVERSATIONS Taking charge and empowering a new CAMPAIGN TRIES TO SAVE dialogue surrounding women’s health issues. 12 CORN SYRUP’S REPUTATION 9 GIVING IMPACT TO Industry trade groups want the SOCIAL MEDIA USDA and consumers to call High 26 PR and marketing professionals still Fructose Corn Syrup “corn sugar.” seem conflicted in their use of social media. FDA INCREASES PHRMA COMMUNICATIONS 10 GOOD PACKAGING New leadership at the FDA has 28SELLS ONLINE resulted in a crack-down on healthcare The process and art of retail packag- communications protocol. ing isn’t as simple as many communicators are misled to believe. THE POLITICS OF ‘PREVENTION’ CULTURE CONSERVATIVE GROUP Education and technological inno-12 30 CHALLENGES AARP vations have resulted in a more “rational” The new Alliance for Retired consumer climate regarding health. Prosperity has challenged AARP’s role in the 49 healthcare reform debate. NEW REGULATIONS POSE www.odwyerpr.com HEALTHCARE CHALLENGES 14 PROFILES OF HEALTHCARE Daily, up-to-the minute PR news Healthcare PR pros should heed 32 AND MEDICAL PR FIRMS the new warnings set forth by the FDA when crafting campaign messages. RANKINGS OF HEALTHCARE AND MEDICAL PR FIRMS HEALTHCARE WARMS 49 TO SOCIAL MEDIA 16 WASHINGTON REPORT Recent forays into social media by some of the healthcare industry’s biggest 54 players have resulted in new alliances. COLUMNS REALITY TV AND ‘REAL’ PR The portrayal of the PR industry 18 50 PROFESSIONAL DEVELOPMENT as seen on a recent crop of real- Fraser Seitel EDITORIAL CALENDAR 2010 ity TV shows has hardly been realistic. January: Crisis Comms. / Buyer’s Guide 51 GUEST COLUMN February: Environmental & P.A. FIRMS REBRAND TO FOCUS Jane Genova March: Food & Beverage ON ENTERTAINMENT 19 April: Broadcast & Social Media More communications firms are 52 GUEST COLUMN Wes Pedersen May: PR Firm Rankings teaming up with celebrity spokespersons to June: Global & Multicultural promote healthcare products on-air. 53 GUEST COLUMN July: Travel & Tourism URGENT CARE FOR Ronn Torossian August: Financial/I.R. PHYSICIAN MARKETING September: Beauty & Fashion Hospitals and physicians are 20 56 PEOPLE IN PR October: Healthcare & Medical under increased pressure to take 58 PR BUYER’S GUIDE November: High-Tech charge of their public image. December: Entertainment & Sports ADVERTISERS Cooney/Waters Group...................................25 JFK Communications.....................................21 MCS Healthcare PR........................................20 Public Communications Inc...........................15 Coyne Public Relations...................................5 Jones Public Affairs......................................14 Merritt Group..............................................8 Revive Public Relations...............................27 Chamberlain Healthcare PR...........................13 Kovak-Likly Comms......................................11 NAPS.........................................INSIDE COVER Rosica Public Relations..................................19 Ruder Finn..................................................43 Dye, Van Mol & Lawrence............................31 KEF Media.......................................................3 Ogilvy PR Worldwide....................BACK COVER Tonic Life Communications............................23 Fleishman-Hillard...........................................39 Lambert-Edwards.........................................29 Omega World Travel......................................47 TV Access..................................................51 GYMR Public Relations..................................22 Log-On..........................................................45 Pascale Comms.............................................16 Winning Strategies..........................................7 HealthStar.....................................................17 Marina Maher Comms.................................35 Peritus LLC......................................................9 Yale School of Management..........................26 Statement of Ownership, Management & Circulation as required by U.S. Postal Service Form 3526-R. 1. & 13. Publication Title: O’Dwyer’s. 2. Publication No.: 0003-525. 3. Filing Date: Sept. 8, 2010. 4. & 5. Frequency of issue/Number of issues: Monthly/12. 6. Subscription price is $60 annually. 7. & 8. Mailing address of publication and general business office is 271 Madison Ave., New York, NY 10016. 9. Publisher (Jack O’Dwyer) and Editor (Kevin McCauley) are at 271 Madison Ave., New York, NY 10016. Stockholders: John R. O’Dwyer, Christine O’Dwyer, and John M. O’Dwyer, 271 Madison Ave., New York, NY 10016. 11. There are no holders of bonds, mortgages or other securities. 14. Issue date for circulation data to follow is Sept. 2010. A-I: Extent and nature of cir- culation: A. Average No. of copies each issue during preceding 12 months: 2,000. Actual No. of copies of Sept. 2010 issue: 2,000. C. Average paid and/or requested circulation during preceding 12 months: 1,410. Actual paid and/or requested circulation for Sept. 2009 issue: 1,425. E: Average total non-requested distribution by mail and outside the mail for preceding 12 months: 525. Actual non-requested distribution by the mail and outside the mail for Sept. 2010 issue: 500. F: Total average distribution for preceding 12 months: 1,935. Actual distribution of Sept. 2010 issue: 1,925. G: Average number of copies not distributed preceding 12 months: 65. Actual number of copies of Sept. 2010 issue not distributed: 75. H: Average of total distribution and copies not distributed for preceding 12 months: 2,000. Sum of total Sept. 2010 issue distributed and not distributed: 2,000. I: Average percent paid and/or requested circulation for preceding 12 months: 72.8%. Actual percent paid and/or requested circulation for Sept. 2010 issue: 74.03%. I certify that all information furnished above is true and complete. Jack O’Dwyer, President, J.R. O’Dwyer Co. octmagazine_Layout 1 10/5/10 4:54 PM Page 5 CONNECTED WITH PEERS ONLINE TO DISCUSS THERAPEUTIC OPTIONS ENGAGED WITH PATIENT COMMUNITIES IN SEARCH OF “THE ANSWER” YOU’RE NOT PART OF THE CONVERSATION WE CAN CHANGE THAT. INSIGHT • IDEATION • ACTIVATION • EVOLUTION www.coynepr.com/healthcare octmagazine_Layout 1 10/5/10 4:54 PM Page 6 EDITORIAL Healthcare reform? What healthcare reform? he Census Bureau in September released their latest findings on the state of health- care in the United States, and the numbers aren’t pretty. EDITOR-IN-CHIEF Digital PR Strategies to Jack O’Dwyer T [email protected] Nearly 51 million Americans were uninsured in 2009, an increase of more than five per- cent from the 46 million-plus who went without insurance in 2008. It’s the first time the ASSOCIATE PUBLISHER number of Americans with insurance coverage dropped since 1987, since the bureau Kevin McCauley Make Healthcare Connections began collecting annual data. [email protected] It goes without saying that the current economy — which includes a brutal 9.6 percent unemployment rate — has had more than a small effect on our ranks of insured. Meanwhile, EDITOR some insurance companies have responded to Obama’s Affordable Care Act by enacting his- Jon Gingerich torically high premium increases. American companies — which aren’t exactly rushing to [email protected] that Matter. hire new workers — now believe they’ll spend an average of 5.9% more on health insurance per employee next year, according to a September survey by Mercer. All taken into consid- SENIOR EDITOR eration, the current conditions portend a damning prognosis for future employment, insur- Greg Hazley ance coverage and, in effect, our nation’s health. [email protected] It’s also no secret that Democrats are bracing for hellfire this November. Given the current political climate and a general public dissatisfaction with Obama’s leadership, a midterm CONTRIBUTING EDITORS GOP takeover seems imminent, and the 40-plus
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