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 6 22 AND COMMS. DIVIDED 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 seats needed for Republicans to complete- Fraser Seitel ly seize the House now strangely cast the Richard Goldstein Christine O’Dwyer appearance of low-hanging fruit. The timing is ironic, given Obama’s ADVERTISING SALES landmark healthcare reform just celebrated its six-month anniversary, and the first John O’Dwyer wave of changes should begin taking effect Advertising Sales Manager around the same time politicians are duk- [email protected] ing it out for Congressional seats. Some Republicans (John Boeher and Jack Fogarty Orrin Hatch, among others) have made no National Advertising Representative bones about the fact that they’ll do every- [email protected] thing in their power next year to scale back Obama’s changes just short of an all-out repeal. Bills have already been introduced O’Dwyer’s is published monthly for $60.00 in the Senate to remove the Affordable a year ($7.00 for a single issue) by the Care Act’s requirement that employers J.R. O’Dwyer Co., Inc., purchase insurance for their staff. 271 Madison Ave., New York, NY 10016. Rumblings have it that many Congress (212) 679-2471 Conservatives also plan to act on their desires to remove recent expansions of Medicaid and Fax (212) 683-2750. to gut the bill’s principle clause that insurance is mandatory for U.S. citizens. Why won’t this issue go away? Why can’t we move on? It’s a telling reminder (and a grim © Copyright 2010 litmus test for the American conversation) that most Americans still don’t know what the J.R. O’Dwyer Co., Inc. new healthcare bill entails, six months after it was signed into law. A September Associated Press poll finds that more than 50 percent of Americans still mistakenly believe Obama’s OTHER PUBLICATIONS & healthcare overhaul will result in higher taxes for most people. Nearly a quarter of those SERVICES: polled still believe that bureaucratic panels (re: “death panels”) have been erected to make healthcare decisions for consumers. www.odwyerpr.com 4 breaking news, As usual, Republicans have done a stellar job in spreading misinformation on partisan commentary, useful databases and more. reform issues (anti-reform groups have poured more than $14 million into TV ads assailing Jack O’Dwyer’s Newsletter 4 An eight- healthcare reform this year), and the Obama administration has done an equally horrible job page weekly with general PR news, media in effectively communicating and educating the public on what our new healthcare land- appointments and placement opportunities. scape entails (pro-reform ads spots, by comparison, have totaled only about $2 million). Yet, there are many aspects of the new healthcare bill most Americans seem to love. The O’Dwyer’s Directory of PR Firms 4 has fact that Americans under 26 can be covered by their parents’ insurance or that insurance listings of more than 1,850 PR firms through- companies can’t deny coverage based on a user’s preexisting condition has repeatedly out the U.S. and abroad. received high marks in most polls. On the other hand, polls also suggest many resent the notion that insurance is something they’re now required to have. Overall, the healthcare bill O’Dwyer’s PR Buyer’s Guide 4 lists 1,000+ still paints the same picture of a divided nation as it did six months ago: about 49 percent of products and services for the PR industry in 54 categories. Americans oppose Obama’s healthcare reforms, while about 41 percent support it, accord- ing to recent data published by Pollster.com. jobs.odwyerpr.com 4 O’Dwyer’s online Maybe it was too soon. Perhaps it was wishful thinking. The fact is, if you think the cur- job center has help wanted ads and hosts rent healthcare bill is a laughable shell of what was initially proposed a year ago, just you resume postings. wait. £ — Jon Gingerich Newark, NJ | Trenton, NJ | Washington, D.C. | London, U.K. Call us at 973.799.0200 or visit www.winningstrat.com/healthcare for more information. 6 OCTOBER 2010 4 WWW.ODWYERPR.COM octmagazine_Layout 1 10/5/10 4:54 PM Page 7
Digital PR Strategies to Make Healthcare Connections that Matter.
Newark, NJ | Trenton, NJ | Washington, D.C. | London, U.K.
Call us at 973.799.0200 or visit www.winningstrat.com/healthcare for more information. octmagazine_Layout 1 10/5/10 4:54 PM Page 8
MEDIA NOTES Apple readies iPad for newspaper subscriptions By Jon Gingerich news. It remains to be seen whether demand for The speculated partnership and service newspaper subscriptions on the iPad would could offer some much-needed lifeblood come anywhere close to its recent luck with pple in recent months has been for the newspaper industry, which for sev- magazines: many newspapers are already coaxing publishers into offering eral years has weathered crippling revenue currently available online for free, and Adigital subscriptions of their news- and subscription droughts. U.S. weekday newspaper publishers may not be amenable papers on the popular iPad tablet. newspaper circulation fell nearly 11% in to the 30% cut Apple typically takes when A September 20 Wall Street Journal 2009 and lost another 9% between Oct. ’09 playing the role of media middleman. report claims the Cupertino, CA computer and March ’10 alone, according to data Apple also currently sells affordable giant could reveal a partnership with sever- released by the Audit Bureau of applications like “Newspapers for the iPad” al newspaper companies “as early as the Circulations. which, for $1.99, allows users to access next month.” Other reports citing industry Magazines are faring slightly better, but most major American and foreign newspa- insiders claim the company has been in for how long is anyone’s guess. While only per websites that currently offer free online negotiations with News Corp., Hearst about 90 new magazines hit newsstands content. £ Corp., Time Inc., Condé Nast and others to during the first half of 2010 — down from News Briefs partner in a newspaper subscriptions serv- the 187 new titles to launch during the same ice, and allegedly at least one major pub- period in 2009 — magazine closures only PAPERS HIT AUCTION BLOCK lisher has signed on. Apple has yet to for- affected about another 90 titles this year, an The Philadelphia Inquirer and Daily News have mally announce the project or any forth- improvement from the 279 magazine titles gone back to the auction block following the Sept. coming alliance. that closed their pages during the first half 14 decision by a bankruptcy court judge to nix the A recent CNN report speculated the part- of 2009, according to data published by proposed sale of the papers to the Philadelphia Media Network, a group of their creditors. nership could be debuted to the public in MediaFinder. PMN’s inability to ink an agreement with the the form of an application like the compa- Apple currently doesn’t sell subscrip- Teamsters local is the reason for the sale’s col- ny’s popular iBooks service, which allows tions. Right now, the iPad offers about 150 lapse. The other 15 unions at the papers agreed to users to purchase and download book titles periodical titles that it sells through its App contracts with PMN. on iPad, iPhone and iPod Touch devices. Store, and the magazine industry has been A new auction has been set for Sept. 23. PMN’s initial winning bid was for $139M. Users would be able to browse and choose leading forays with these sales. A surge of PR man Brian Tierney fronted a group of local among thousands of newspaper or maga- new magazine titles hit tablets this summer, investors called Philadelphia Media Holdings to zine titles and then purchase subscription though newspapers have so far been suspi- buy the newspapers from McClatchy Cos. for services that would periodically download ciously absent from the tablet applications $515M in 2006. to their tablets, a sort of iTunes service for flurry. The papers filed for bankruptcy in February ‘09.
Crowded marketplace Complicated scientific issues Highly technical products Twitter Healthcare Reform Policy and regulatory issues YouTube ARRA Incentives health Lack of Awareness Complex Story HIPAA Blogoshere Where Innovation Meets Awareness Revenue Cycle Management HITECH Act Facebook No third-party support Saturated media market Personalized medicine Unexpected Patient-centric care crisis
7KHKHDOWKFDUHODQGVFDSHLVFRPSOLFDWHGDQGFRQVWDQWO\FKDQJLQJ:LWKURRWVLQWHFKQRORJ\DQGDGHHSXQGHUVWDQGLQJ RI WKH KHDOWKFDUH PDUNHW 0HUULWW *URXS +HDOWK WUDQVODWHV FRPSOH[ VFLHQWLILF RU PHGLFDO LQLWLDWLYHV LQWR PDLQVWUHDP GLDORJXH:HSURYLGHFRPPXQLFDWLRQVDQGPDUNHWLQJVWUDWHJ\ZLWKLQWKHFRQWH[WRI SULYDF\DQGUHJXODWRU\VHQVLWLYLWLHV 2XUH[SHUWSUDFWLWLRQHUVKHOSQDYLJDWHWKURXJKLQGXVWU\FRPSOH[LWLHVDQGEXVLQHVVFKDOOHQJHVWRJDUQHUZLGHVSUHDG YLVLELOLW\IRUWKHLVVXHVWKDWPDWWHUPRVWWRRXUFOLHQWV
5HVWRQ9LUJLQLD ZZZPHUULWWJUSFRP 6DQ)UDQFLVFR&DOLIRUQLD
8 OCTOBER 2010 4 WWW.ODWYERPR.COM octmagazine_Layout 1 10/5/10 4:54 PM Page 9
Campaign attempts to salvage corn syrup’s reputation By Jon Gingerich consumption of HFCS is now at a 20-year low. If history is any indication, the re-brand hat’s in a name? Trade groups could work with the public. According to that represent the makers of a Sept. 14 New York Times feature, the WHigh Fructose Corn Syrup and FDA once permitted “canola oil” to be the the products that use it are in a mad dash official rename of its former moniker, to save the sweetener’s sullied image. “low erucic acid rapeseed oil.” The The Corn Refiners Association, which agency also permitted prunes to be mar- represents the companies that make keted under the name “dried plums.” Still from a recent ad campaign by the Corn HFCS, is taking a move from the PR play- In both cases, the article states sales of Refiners Association. The group is attempting book and officially renaming the sweeten- the products increased after the name to rebrand the much-maligned High Fructose er “corn sugar,” the latest move in their change. £ Corn Syrup as “corn sugar.” years-long attempts to promote HFCS as a natural ingredient made from corn. The group has gone as far as to petition the United States Food and Drug Administration for an official rechristen- ing of the sweetener on food labels. The USDA has so far not approved the name change. Meanwhile, the CRA has unloaded a slew of ad campaigns on TV and Websites such as www.cornsugar.com, in an WeWe rescribe attempt to sway public perception and clear up “misperceptions” regarding the sweetener, according to the site. One recent CRA-funded commercial depicts a concerned father discussing the wwinninginning virtues of the sweetener as he strolls through a corn field with his young daughter. In the commercial, the man claims “sugar is sugar,” “whether it’s corn sugar or cane sugar.” Another commercial, this one paid for healthcare by nonprofit food coalition Center for Consumer Freedom, depicts a “falsely accused” corn syrup in a police lineup. The advertisement claims sweeteners like sugar, corn syrup and honey each have strastrategies.tegies. about the same calorie count and are processed the same in the human body. HFCS is a fructose/glucose disaccha- ride chemically rendered from cornstarch. A cheap alternative to table sugar, the sweetener is now the industry favorite ingredient in sodas, cookies, breads, salad dressings, sauces and juices. Since its introduction in the late 1970s, Americans’ intake of the sweetener has increased more than 1,000%. The ubiquitous sweetener has been dragged through PR mud as it was recent- ly discovered that unlike sucrose, the complex chemical bonds in HFCS are metabolized in the liver, where they possi- bly contribute to fatty liver disease. Studies also show high levels of HFCS A strategicsttrrraatteeegggicic sslslantllanant oonn communicationscommunicattioions can disrupt insulin production levels, pos- www.perituspr.comwww.perituspr.com sibly leading to Type Two diabetes. As a result of the recent deluge of stud- KENTUCKYYKCUTNEK TENNESSEETE EESSENN INDIANAANAIDNI OHIOOIHO AALABAMAAMABALA ies and articles assailing the sweetener, | | | |
OCTOBER 2010 3 WWW.ODWYERPR.COM 9 octmagazine_Layout 1 10/5/10 4:54 PM Page 10
REPORT FDA increases PhRMA communications scrutiny TM FDA enforcement is on the rise: the agency has sent more regulatory action letters We handle health with care. in 2010 than any time in recent history. This “warning about warnings” details what federal regulators look for when scrutinizing healthcare communications strategies on the hot seat. By Mark Senak
the violations are serious enough that there indicated that the video might be over. The he Food and Drug Administration could be a serious health consequence as a FDA is going to examine the total picture has many outlets from which it result of the violations being cited in the here, and if there is an appearance of a lack Tsends notices to the industries it letter. It is noteworthy that this year, nine of balance, then it could result in a letter. oversees regarding violations of regula- of the 41 letters sent out during the first What are the vehicles that are covered tions. One of them is the Division of Drug half of the year were warning letters. under regulation? Basically, any kind of Marketing, Advertising and What specifically are the people at the communication: written, spoken or Communications (DDMAC), an office FDA looking for when they assess market- through the ether. This year, the FDA has within the Center for Drug Evaluation and ing communications? First and foremost, issued action letters that are based on print- Research (CDER) that is charged with they are looking for a fair balance between ed material such as sales aids, posters, ensuring that the communications between the statement about the indication with website information and even words spo- medical product manufacturers and statements that offer insights into the risks ken in a media interview as well as a patients meet some specific requirements associated with taking the medication that Facebook application, which were two of when it comes to marketing products to were seen in clinical trials. But they are the more unusual letters sent this year. both patients and prescribers. And phar- also looking for some other things as well. The media interview involved a clinical maceutical companies have legions of They are looking to ensure that you are not investigator who, during media interviews, legal and regulatory minds at work making a superiority claim to another talked about a product that was not yet (Med/Reg) reviewing marketing materials product that is not supported by solid data, approved by the FDA. She said the product to ensure that one of those letters — known or that you are not making a push for the would likely be out later in the year, that it either as warning letters or notice of viola- use of a product that is different from what lasted longer than tion (NOV) letters — don’t come their is indicated on the label for the product that the competition, way. Sometimes NOV letters are referred was created when the drug was approved. and that early data to as “untitled letters.” They also don’t want you overstating the shows that the But an increasing number of letters are efficacy or promoting an unapproved indi- product kicked in Kovak.Likly Communications is a coming their way. In 1998, DDMAC pro- cation for the drug. And, very important, earlier and lasted leading independent public relations duced a peak of 156 warning and NOV let- you cannot promote a drug as being safe or longer. The FDA ters. Then output began to fall, especially effective before it is approved. Approval is saw this as a state- firm focused on the pharmaceutical, after 2000, to a new low of only 19 letters not when the FDA Advisory Committee ment that implied biotech and medical technology sent out in 2007. votes on it, it is when the FDA sends a let- that the drug was industries. Now however, with new leadership at ter to the company that filed the new drug both safe and the FDA, the agency is once again issuing application and tells them that it is effective. She Mark Senak letters at a much faster clip. By contrast to approved. didn’t say directly The KLC team offers a unique 2007, the FDA this year has sent out a slew That sounds pretty straightforward, but it was safe and combination of health care industry of regulatory action letters to the industry: there is actually some nuance involved. It effective, but saying that early data shows and public relations experience 41 during the first six months of 2010 is not as simple as thinking that if you don’t something assumes that the FDA is going leading to strategic, results-oriented alone. If the agency keeps up this pace, it directly do any of these things, then you to sign off on the way that the studies were will quadruple output from only two years would pass regulatory scrutiny. What you conducted and the data was figured. That public relations and integrated ago, and double the number from last year. say indirectly with a communication mat- is one example of why it is so important marketing solutions. In the world of healthcare and PhRMA ters just as much, and in some cases more, that when you are communicating around a marketing, few things can make a public than what you say directly. data milestone, you don’t use any terms relations professional look worse than to The FDA looks not just at the statements that imply safety or efficacy. Stay away recommend something to a client that gets themselves but at the totality of the com- from characterizing the data outcomes in rejected by a Med/Reg review. Therefore, munication. The bottom line when you any way. Steer clear of adjectives. Just . it is a good idea to not only be aware that assess your own communication is this: state the facts. KOVAK LIKLY COMMUNICATIONS enforcement by the FDA is on the rise but What do I want the person who receives Always minimize the risk of handing Public Relations & Marketing Communications to know a little bit about what is being this communication to walk away think- over a communication that could result in cited by the agency — what actions are ing? regulatory action by scrutinizing not only actually setting off the regulatory tripwire. For example, one of the letters issued what is being said, but how it is being said, It’s also important to note that there are this year was in regard to a video where the how it is being presented and what, in the some differences between the two types of risk information was included, but it ran at end, is the total picture. letters. A warning letter is a stronger the end of the video, much like credits Mark Senak, J.D., is Senior Vice rebuke than an NOV letter because it is would run for a movie. In fact, it ran after President and Partner of Fleishman- 23 Hubbard Road, Wilton, Connecticut 06897 . t. 203.762.8833 . f.203.762.9195 generated when the agency believes that the FDA said there were some “cues” that Hillard’s Healthcare Practice. £ email. [email protected] or [email protected] . website. www.KLCpr.com
10 OCTOBER 2010 4 WWW.ODWYERPR.COM octmagazine_Layout 1 10/5/10 4:54 PM Page 11
We handle health with care.TM
Kovak.Likly Communications is a leading independent public relations firm focused on the pharmaceutical, biotech and medical technology industries.
The KLC team offers a unique combination of health care industry and public relations experience leading to strategic, results-oriented public relations and integrated marketing solutions.
KOVAK.LIKLY COMMUNICATIONS Public Relations & Marketing Communications
23 Hubbard Road, Wilton, Connecticut 06897 . t. 203.762.8833 . f.203.762.9195 email. [email protected] or [email protected] . website. www.KLCpr.com octmagazine_Layout 1 10/5/10 4:54 PM Page 12
REPORT that combine genomics, proteomics, in vitro diagnostics, PET/CT technology The politics of ‘prevention culture’ and devices with therapeutics designed to target molecular pathways and gene targets. The innovative companies at the As global healthcare costs continue to skyrocket and the U.S. forefront of this revolution will require moves toward the implementation of its landmark Affordable support from specialist communications Care Act, the nation will witness a move away from disease firms that have a deep understanding of treatment and towards disease prevention and wellness. the life-sciences space, as well as previ- ous experience with medical technology, By John F. Kouten devices, diagnostics, companion Rx/Dx and targeted therapies. istorically, U.S. healthcare deliv- mutation. If positive for either of these Disease management in the new para- ery systems were driven by late- mutations, patients are at a much higher digm will require a high level of collab- Hstage detection and intervention, risk for a breast cancer recurrence and a oration across many medical specialties. which had a high cost and low rate of secondary ovarian cancer. This informa- For example, radiologists, physicians, success. As regulatory hurdles continue tion can raise ethical questions and pres- clinical laboratory and EMR/IT profes- to rise — especially here in the U.S. — ent life-altering but potentially life-sav- sionals will need to collaborate to life sciences innovators will be pressured ing decisions for patients, such as should improve patient outcomes. Further, the to not only prove safety and efficacy, but BRCA 1 and 2 mutation carriers prophy- transformation from disease treatment to now have to deal with Risk Evaluation lactically remove their healthy breasts personalized disease management will and Mitigation Strategies (REMS) and a and ovaries. require participation from patients. In de facto new regulatory hurdle — com- This illustration is a perfect example addition to powerful patient advocacy parative effectiveness. More important, of the great strides we are making in pro- groups and online communities, we will disease management is being driven by viding more personalized medicine. see patients using technology to monitor insurance providers who reimburse for However, sometimes the diagnostic their diseases and communicate with services based on treatment guidelines. world is ahead of the therapeutic world. these doctors. Organizations should This reality has contributed to increasing Many large companies today are devel- partner with PR firms with extensive costs due to the practice of defensive oping excellent tools to identify experience working with professional medicine and ever-increasing malprac- Parkinson’s disease and Alzheimer’s dis- and advocacy groups and an understand- tice insurance premiums and a litigious ease in their earlier stages. Again, this ing of when and how best to use — and society feeding a hungry national legal raises serious questions, since we have not use — social media channels. bar. yet to find effective treatments that can In addition to the life sciences, aca- Thankfully, technological innovations, either prevent or reverse the progression demic, medical and patient communities, especially in the medical technology of these wide-spread CNS diseases. personalized medicine is being accelerat- device and diagnostic arena, will con- Most professional and patient advocacy ed by governmental organizations. tribute to the evolution of more rational organizations agree that earlier diagnosis There are broad organizational initiatives healthcare models. This new model of any incurable illness empowers physi- underway at the NIH, FDA and HHS to departs from the old and innovations will cians, patients and caregivers, providing increase our understanding and utiliza- include improved diagnoses, earlier the opportunity to better manage the dis- tion of more personalized medicine. The diagnoses, better dosing of medicines, ease, delay disease progression and Genomics and Personalized Medicines and the advent of genomic profiling and improve quality of life. Act of 2010 was introduced to the House predictive models. As this rational Unfortunately, while modern medicine of Representatives in May 2010. This healthcare model matures, it’s giving has provided us with a vast list of drugs act focuses on expanding and accelerat- birth to new tools such as targeted thera- for certain diseases, we know that many ing genomics research, improving the pies and companion Rx/Dx products. of these drugs just don’t work. In fact, accuracy of disease diagnosis and Healthcare gets personal approximately 90% of all medicines only increasing the safety of drugs, and iden- An excellent example of technology work in 30-50% of individuals. And, tifying novel treatments. changing the model of diagnosis and approximately $820 billion spent on Personalized communication treatment is breast cancer. Previously, medicines globally in 2009 resulted in In addition to working with communi- women with breast cancer were catego- $320 billion spent on ineffective medi- cations companies that have a deep rized by stage and grade of disease. cines. As our understanding of the understanding of the life-sciences space, Today, we segment breast cancer patients human genome increases and our explo- organizations should work with agencies by receptor status — estrogen receptor ration of molecular pathways expands, that have previous experience with med- +/-, progesterone +/- or HER-2 +/-. our ability to design drugs that target ical technology, medical devices, medical Depending on receptor status patients are these genes and pathways has followed. diagnostics, in vitro diagnostics, molecu- a candidate for hormone blockage (e.g., In addition to molecularly targeted lar diagnostics, targeted therapies, com- tamoxifen), chemotherapy with or with- drugs, we are also witnessing the devel- panion Rx/Dx products. out Herceptin or radiation. opment of drugs designed to treat It is also important to work with com- Unfortunately, if a patient is triple-nega- patients with certain gene mutations or munications firms that can work with tive (ER-, PR- and HER-2 -) they are not biomarkers. diverse medical specialty organizations a candidate for tamoxifen or Herceptin. These changes are taking place at an and governmental bodies, as well as Further, if a patient has certain risk fac- exponentially accelerating rate. As this patient advocacy groups. tors, they will be tested to determine if new way takes prominence, the block- John F. Kouten is CEO of JFK they carry the BRCA 1 or BRCA 2 gene buster drug model has given way to tools Communications Inc. in Princeton, N.J. £
12 OCTOBER 2010 4 WWW.ODWYERPR.COM octmagazine_Layout 1 10/5/10 4:55 PM Page 13 octmagazine_Layout 1 10/5/10 4:55 PM Page 14
FEATURE New regulations pose healthcare PR challenges focus on DTC print ads, brochures, and If leaders in the financial industry had read the tea leaves, journal ads. According to the DDMAC, the they might have straightened the ship before if crashed on three most common violations cited are: Not providing a balance between risk the rocks. Healthcare PR isn’t headed for the same fate, but and benefit. Omission and minimization it would serve leaders in the industry well to heed recent FDA of risk information, such as shortening, or warnings and adjust course. in some cases completely omitting, side effect or contraindication information, or stating the risk information in very small Abuse Control Program Annual Report font or at a very high speed verbally. By Monique da Silva (HCFAC) shows that 2009 was a banner Going beyond the approved label/use. year for the DOJ and HHS in judgments or Promotion of unapproved uses and broad- settlements won or negotiated. ening of the pharmaceutical’s or device’s he warnings are clear: In February It’s not surprising then that in-house reg- indication, such as suggesting that a drug Tom Abrams, head of the FDA’s ulatory and legal teams are becoming can treat a more severe form of a disease Division of Drug Marketing, increasingly vigilant and questioning every T while having only an indication for a mod- Advertising, and Communications aspect of planned promotion, at times forc- erate form of the disease, or suggesting that (DDMAC) called on advertisers, agencies ing PR practitioners to abandon proven in addition to reducing your symptoms, a and their trade associations to exhibit communications practices. This trend is device can also improve your social life or “more self restraint and increased self reg- not limited to social media, where there is self esteem. Most clinical studies do not ulation.” a known lack of clear regulatory guide- include data endpoints that can back up To back up this important directive, the lines. Rather, it’s affecting every aspect of those claims. FDA has issued more than 400 warning let- our communications work for healthcare Overstating benefits. Making mislead- ters since January, which puts it on track to clients. The nature of our work hasn’t ing drug or device efficacy claims, includ- match or exceed the 2009 record of 570 changed in healthcare PR; we’re accus- ing suggesting superiority over competi- warning letters. tomed to a regulatory environment and tive treatments without having head-to- In addition, the Department of Justice focused on communicating accurate, head clinical trials that prove one is better has stepped up its practice of imposing responsible information regarding health over the other. criminal charges and large fines on compa- issues — but the methods we use to com- Lately, there have been several warning nies for false or misleading promotional municate this information are at risk. letters specific to public relations tactics, practices. The 2009 Health Care Fraud and The majority of the FDA warning letters including risk information in audio news releases, unsubstantiated superiority claims during physician interviews, or lack of risk information embedded in Facebook widgets. Because we always aim to keep out of regulatory or legal trouble, this increased attention has generated many questions and discussions around other bread-and- butter PR tactics: Patient spokespersons. Since every ele- ment of our communications program must maintain a balance of risks and bene- fits, can we still effectively use a patient testimonial or patient spokesperson? If every patient is limited only to relating experiences that approximate “typical results,” then despite the fact that every patient’s experience is different, does that story become more lifeless and less inter- esting to reporters? Broadcast channels. Conducting satel- lite media tours has long been a staple in 14 OCTOBER 2010 4 WWW.ODWYERPR.COM octmagazine_Layout 1 10/5/10 4:55 PM Page 15 ute B-roll even when it’s unlikely the TV that is often further developed by others. wings and “Waiting for Godot.” Our station will use the full fair balance includ- PR is not advertising — a lot of the PR responsibility is to not only ensure that we ed in the package? work we do in healthcare is about educa- are compliant with the FDA, but also to Data promotion. The line between pro- tion, awareness and persuasion. If we can- challenge the status quo and innovate. If motion and scientific exchange also is not write a press release that effectively we don’t, we risk being further marginal- becoming increasingly unclear, especially explains the value of a new therapy for a ized in the marketing mix. when it pertains to newly published or pub- specific condition because it would require Healthcare communicators should edu- lished data in an area that is not within the use of language that is not in the label, then cate themselves about the current laws and approved label. what does that say about how we practice take a proactive leadership stance in devel- The list goes on. This hyper vigilance is our discipline in the future? oping voluntary industry guidelines based changing the way we practice our disci- For leaders in healthcare communica- on FDA guidance, before the FDA shapes pline, forcing us to take a second look at tions, it’s no longer appropriate to sit us. programming through the lens of today’s around and wait for the FDA to issue clear Monique da Silva is Executive Vice legal and regulatory climate. In many guidance for PR. As is the case with the President of Ogilvy Public Relations ways, it is asking a communications disci- much-anticipated social media guidance, Worldwide and Head of its North America pline to deliver a “guarantee” that it is ill PR practitioners are looking into the stage Healthcare division. £ positioned to offer. Advertising pays for its space to run full fair balance; PR earns space by developing interesting content What Healthcare branding 101 is it More than A third ummer and fall months are domi- nated by active 2011 brand plan- 50% of our aboutabout ? of our staff Sning. While there’s no magic health care has been wand, here are a couple of considerations clients have with PCI for that may help you navigate these trou- been with us five more than bled waters: years or more 10 years Branded vs. Non-branded Programming. If you can meet your business goals with non-branded health education programming, then you face They tell us fewer restrictions. This approach works well for market leaders in specific dis- they stay ease categories, as an up-tick in disease because we: awareness and doctor’s visits will likely lead to increased prescriptions for the category leader. However, it does not work well for new market entries, and is Listen frowned upon by the FDA if your new to our clients’ needs and our employees’ ideas therapeutic is the sole treatment for a spe- cific condition or disease. Respond Involve Regulatory and Legal quickly, strategically and creatively Experts Early. There is nothing worse (and more expensive) than being told Balance you can’t do something as you are just the tried-and-true with the bold and new about to push the “go” button on your program. Regulatory and legal approval Insist is no longer the last step to get your pro- on quality work, measurable results and grams and materials approved – it is the near-obsessive client service first step. To succeed and achieve real business results, healthcare organizations must adopt a comprehensive strategic approach to integrate regulatory and legal early in the process. Seek a Level Playing Field. All of the healthcare marketing disciplines have to Helping clients communicate with their be compliant, but they are not always communitiescommunities and the world since 1963. reviewed and counseled by the same reg- ulatory and legal team. Sharing what is Call or visit us in Chicago working and what is not between disci- 312-558-1770 plines from a compliance review per- www.pciwww.pcipr.compr.com spective can net good guidance. OCTOBER 2010 3 WWW.ODWYERPR.COM 15 octmagazine_Layout 1 10/5/10 4:55 PM Page 16 REPORT organizations, including hospitals, doctors Healthcare warms to social media and patients, in the use of media like YouTube, Facebook and Twitter. Mayo By Greg Hazley playbook has begun to emerge. backed up its commitment with an Among healthcare providers, key con- $800,000 operating budget and staff of eight cerns have centered on HIPAA, the Health to get off the ground. It sees a broad upside ealthcare is a bastion of trial and Insurance Portability and Accountability to the project. error, where research, analysis and Act that sanctions the privacy of personal “Healthcare has lagged behind other Hexperimentation fuel innovation and health records and can fine violators up to industries in applying social media tools,” progress. Its kinship with an ever-evolving $250,000 (and jail time) for misuse of such said Lee Aase, Manager of Syndication and landscape for social media communications information. Blogs, Twitter and other online Social Media for the Mayo Clinic. “We see should be a lock. The courtship, however, efforts were not seen as worth such a risk by immense opportunities to use internal social has started slow. many, but some have moved ahead. networking tools for collaboration among A major social media push by one of the Digital strategies say that solid knowl- our employees to improve patient care, edu- DRIVING COMMERCIAL RESULTS health community’s most respected names edge of rules along with a healthy dose of cation, research and administration.” — the Mayo Clinic — could prove to be a common sense should allow plenty of com- For its part, Mayo has more than 60,000 crucible for the sector’s warm embrace of municating in the digital realm by health followers on Twitter and 20,000 connec- THROUGH EARNED MEDIA AND ADVOCACY digital tools. providers, drug companies and others in the tions on Facebook, in addition to a news “We live in an on-demand society, space. blog, podcasts and other outlets. whether it’s recipes online or headline news Twitterdoctors.net, a site for doctors using A list of hospitals in the social network from CNN or even your child’s high school Twitter, now claims 1,300 users and space compiled by Ed Bennet of the grades,” said Albert Maruggi, founder of Facebook is increasingly becoming popular University of Maryland Medical System Provident Partners in St. Paul, Minn. for some doctors to communicate with shows that only 835 of the nation’s 5,000- “[Social media] presents an opportunity for patients. plus hospitals are participating in the realm. every clinic out there to be a news source.” Patients forming social communities ‘Content marketing’ Although many in healthcare, unlike pio- online were key pioneers in healthcare com- Beyond communicating with patients or neers in, say, the consumer goods space, munications online and as their numbers disseminating hospital news, other uses for have been reluctant to pursue a damn-the- grew small-practice doctors, as well as insti- social media in healthcare have emerged. torpedoes approach of communicating tutions like hospitals and academia, and Sanofi-Aventis recently launched across platforms like Twitter and Facebook even corporations took notice. iPractice, a socialized web portal that offers — whether because of legal ambiguity or a Mayo makes a big play articles and information for healthcare pro- traditional conservatism in healthcare In July, the Mayo Clinic announced plans fessionals running their own practices, as toward communications — a digital PR for a social media center to train healthcare well as data on its own products. Tools include a calculator for figuring the costs of investing in electronic medical records and a template for a patient satisfac- tion survey. Rohit Bargava, Senior VP of Digital Strategies and Marketing at Ogilvy PR Worldwide, sees iPractice as “content mar- keting” support by social media. “The site aggregates useful content, inte- grates products without feeling too ‘salesy’ and it offers an easy way for their customers to get in touch with them regarding their products for any reason,” he said. Children’s Hospital L.A. has set up a plat- form on its website to encourage patients to share their stories and experiences there. Other uses for social media range from internal communications to crisis training. “We believe, as others do, that the web will ultimately become a ‘source of truth’ to receive current updates and information HealthStar PR, LLC during a crisis,” Steve Widmann, Director 112 Madison Avenue of Web Services for Scott & White New York, NY 10016 Healthcare. He told Bennett in a Q&A at ebennett.org: “There has been a lot of push- 212.532.0909 back on using social media in the past. I www.healthstarpr.com believe most of it was because leadership was not familiar with it and how it can ben- efit our hospital in communications with the community. I believe the proof is in the pud- Contact: Erinn White, President/CEO ding now.” £ [email protected] 16 OCTOBER 2010 4 WWW.ODWYERPR.COM This file has been prepared by Pub: Healthstar PR Ad for “O’Dwyer” Trim: 8.5” x 11” Color: 4C Bleed: 9” x 11.5” LPI: Live: 7.25” x 9.75” Material Due Date: Job: QHPR10105 MEGENTA RULE DOES NOT PRINT octmagazine_Layout 1 10/5/10 4:55 PM Page 17 DRIVING COMMERCIAL RESULTS THROUGH EARNED MEDIA AND ADVOCACY HealthStar PR, LLC 112 Madison Avenue New York, NY 10016 212.532.0909 www.healthstarpr.com Contact: Erinn White, President/CEO [email protected] This file has been prepared by Pub: Healthstar PR Ad for “O’Dwyer” Trim: 8.5” x 11” Color: 4C Bleed: 9” x 11.5” LPI: Live: 7.25” x 9.75” Material Due Date: Job: QHPR10105 MEGENTA RULE DOES NOT PRINT octmagazine_Layout 1 10/5/10 4:55 PM Page 18 FEATURE a two year period, public relations activi- ties resulted in hundreds of media place- Reality TV and ‘real’ PR ments in trade, business and consumer out- lets. An acquiring global company seized on the “buzz” and brand momentum that Does your public relations agency management pester their had been artfully built over a period of two female staff to get collagen injections to thicken their lips? Do years and offered my they show up on employees’ dates with romantic prospects to client $10M to weigh in on their suitability? Do they purchase sex toys they acquire the compa- ny. Many compa- think will resonate with individual staffers? This is the “real nies I’ve worked world” of public relations as portrayed with the medium’s newest with have had their entrant, “The Spin Crowd” on E! Entertainment Television. biggest historical trading day for their By Nancy Tamosaitis-Thompson company’s stock when their CEO and respected the Kelly Cutrone I met that appeared on busi- hile seasoned communica- day, and admired her ability to juggle sin- ness television. We Nancy Tamosaitis- tions executives understand gle parenthood with the onerous demands change the destiny of Thompson Wthe “entertainment” value of of fashion public relations. the people and com- these programs and can watch them with Turns out making Wall Street Journal panies we work with by the media blue- tongue firmly planted in cheek, young placements is not the basis for scintillat- print we create and nourish. recruits to our world may not be able to ing reality television, so most of the “Kell Many of today’s public relations pro- differentiate fact from fiction. on Earth” episodes I watched — yes, it fessionals are graduates of public rela- As a public relations professional who was a guilty pleasure — focused on the tions programs at colleges and universi- has held senior positions at three of the histrionics of junior staffers and Kelly’s ties across the country. They are learn- top global public relations agencies, I can meddling in staff’s personal lives. It also ing the craft of public relations in a regi- safely say that before the advent of reality involved Kelly haggling with clients over mented and disciplined fashion. I began TV’s glimpse into the PR sector, I’ve late invoices and even getting fired by a my public relations career as a temporary never seen such blatantly sexist and hos- client. There’s not a business owner alive clerical worker at Pocket Books’ public tile workplaces in action. If these types of who can’t relate to the frustrations of bill relations department and learned about behaviors ever occurred, workplace dis- collections as well as the nuances of tem- the wonders of public relations via its crimination attorneys would be set for peramental and demanding clients who impact on book sales to support a wide life. fire first and ask questions later. variety of fiction and non-fiction titles. If George Carlin once said “the caterpillar The genuine reality of our public rela- my first exposure to public relations was does all the work, but the butterfly gets all tions world may not make great televi- watching “The Spin Crowd,” I would the publicity.” The caterpillars of the pub- sion, but without us strategizing on behalf have run as fast as my legs could have lic relations world are focused on the tac- of our clients or companies, there would carried me to another profession. tical work of their craft. Minus the glam- be far less business leaders on television. Even though there is considerable our of reality television, they are drafting All of the major news and cable networks entertainment value to reality shows pre- bylined articles for company CEOs, feature company CEO’s and spokespeo- tending to show the “real world” of pub- researching and writing case studies, and ple talking about pertinent issues and lic relations and actual working publi- coming up with novel ways to weave trends that were artfully positioned by cists can easily ferret out truth from fic- clients into the national media discourse. public relations professionals. As I sit tion, the potential of negative market My fellow PR caterpillars are orchestrat- here in my New York office, I’m finaliz- perception is genuine. If your only ing events for clients and toiling away to ing a CEO’s debut appearance on CNBC knowledge about publicists came from ensure that media are in attendance and TV next week. I’m engaged in media reality television, your perception of us that every detail of an event is effectively training on the phone and drafting a series would be as crass and sexist spinmeisters managed and produced. They are crafting of bulleted message points for his review. who are flagrant EEOC offenders. social media content for their client’s If there was a reality show production Rather than primping for their close-up Facebook, Twitter and blog accounts. crew in my office, they’d see a cluttered on national television, most public rela- When I launched my agency in 2003, office and fast-typing publicist. Viewers tions professionals I know are busy gen- Kelly Cutrone, star of the “Kell on Earth” would likely prefer watching paint dry erating media placements for their show that aired on Bravo, called my client than seeing what makes up the day-to-day clients. Let’s applaud the hard-working and me into her office for a meeting. She minutiae of my public relations world. men and women in the public relations noted a placement I’d made for my client While watching me engage in the tac- field who work respectfully with their that ran in the Marketplace section of the tics of my craft would be boring to any- colleagues while proactively generating Wall Street Journal, and she sought to one, what we create as public relations communications dividends each and jump on that media rollercoaster by reach- professionals is anything but mundane. every day. They may not be ready for ing out to that same reporter with a fash- We enhance the valuation of companies their close-ups, but they’re getting you ion related story that wove both her client and attract acquisition opportunities. By ready for yours. and mine into the mix. It was a strategy way of example, in 2003, I worked with a Nancy Tamosaitis-Thompson is that paid off in spades with my small start-up consumer mint company that had President of Vorticom Inc. in New York, client getting exposure in the Wall Street a handful of employees and was run out of and an Adjunct Professor of Public Journal two times in four months. I liked a converted residence in New Jersey. Over Relations for New York University. £ 18 OCTOBER 2010 4 WWW.ODWYERPR.COM octmagazine_Layout 1 10/5/10 4:55 PM Page 19 PR firms rebranding to focus on ‘entertainment’ healthcare By John O’Dwyer maceutical companies to engage in product placement in film and TV shows, and the practice invites a lot of controversy, the ancy Caravetta, Founder and trend is here to stay. President of Los Angeles-based Rx “At the core of our agency is the skill to NEntertainment, knows there’s an navigate the unique rules and regulations image to be found in the healthcare industy. that govern the healthcare industry when it In August she rebranded her firm, comes to entertainment-driven cam- Celebrity Healthlink, to reflect the exten- paigns,” she said. “We tell our clients, we sive work she was doing to match up know your business because we are in your celebrity spokespersons with healthcare business. No other entertainment market- Actress Caitlin Van Sandt from the CBS soap clients. ing firm out there can make this claim.” “Guiding Light” talking about her her real-life “It is an understatement to say that the experience with the Lap-Band Adjustable The U.S. and New Zealand are the only Gastric Banding System. pharmaceutical and entertainment indus- two countries where direct-to-consumer tries operate vastly different which can (DTC) advertising of prescription drugs is ager, agent, assistant, etc., because these make collaborating on a project quite chal- legal. But the drug industry is lobbying to are the people you’re going to have to deal lenging,” Caravetta said. open up the European and Canadian mar- with,” Caravetta said. “I try to steer my At first glance, they seem like opposing kets. clients away from working with A-list forces. Besides the complicated dis- In 2006, Nielsen Product Placement celebrities because usually they’re too claimers necessary with any pharmaceuti- counted 462 mentions of prescription med- busy and hard to deal with.” cal product pitch in broadcast media, icines on TV shows, which was double the However, Caravetta said it’s a good there’s also the very conservative frame- 2005 figure, and since then the number has idea to try to book a celebrity who has work of pharmaceutical companies that nearly tripled, Caravetta pointed out. something else going on at the time, be it runs counter to the Hollywood mindset. Avoid celebrity pitfalls a new show, movie or recent award. Caravetta, who started her career at Caravetta said a degree of unpre- “You might not be able to get them on Ruder Finn before moving to a Senior VP dictability will always exist when work- “The Ellen Degeneres Show” but if spot at Cooney | Waters, said Hollywood is ing with a celebrity, but this can be miti- they’re going on there already, that’s a used to handshake deals regarding product gated though. great deal,” she said. “Lots of due dili- placement in a movie or TV show. This “Make sure that early on in the process gence is necessary when choosing a means that a certain number of scenes you get on board with the publicist, man- celebrity spokesperson,” she said. £ where a product will appear will be prom- ised at the outset but the end result might be different and that’s just the breaks in the mind of a studio. Pharmaceutical compa- nies, on the other hand, need to see every- thing in writing. Pharmaceuticals have been appearing in TV shows for some time, but usually in the background. Products like Organon placed posters for its Nuvaring contraceptive in the backgrounds of NBC’s “Scrubs” and CBS’ “King of Queens” starting in 2005. However, a big breakthrough occurred in Healthcare Public Relations 2008 when actress Caitlin Van Sandt from the CBS soap “Guiding Light” asked her producers to write into the script her real- Crisis Communications life experience with the Lap-Band Adjustable Gastric Banding System. A current example of a celebrity pitching Cause Marketing a pharmaceutical is actress Claire Danes’ commercials for Latisse eyelash lengthen- er, Caravetta noted. Public Affairs Over-the-counter pitches are a lot easier. An example is Yankee pitcher Andy Pettitte’s work for Dove Men+Care. Roche opted to avoid overt placement by www.rosica.com purchasing the rights to use the characters from the movie “Happy Feet” in its com- 95 Route 17 South 866/843-5600 mercials for Tamiflu for a reported $28 million in 2007. Paramus, NJ 07652 Fax: 201/843-5680 Caravetta admits that even though [email protected] there’s a lot of hesitation by the major phar- OCTOBER 2010 3 WWW.ODWYERPR.COM 19 octmagazine_Layout 1 10/5/10 4:55 PM Page 20 FEATURE Urgent care for physician marketing important to explain your physician Healthcare has not proved to be immune to the recession. clients that popular culture has positive Many consumers are now deferring voluntary procedures, side effects and helps raise consumer awareness about the complexity of med- diminishing physician and hospital revenues. Consumers ical work. Hollywood and the media demonstrate increased price sensitivity and uncertainty have also reinforced the concept of a generated by healthcare reform. The Stark Law continues to physician expert. Historically, con- restrict hospitals’ ability to promote physicians, just as the sumers and media have used hospitals as primary medical information resources pressures of consumer-driven healthcare mount. As a but now is the time to separate private result, private physician practices are facing a new business practices from their affiliated hospitals to reality, and many physicians are recognizing the need for position individual physicians as inde- pendent expert greater visibility for themselves and their practices. sources rather than spokespeople for a By Victoria L. Steiner health system. Among the tools available to use in s consumers assume more position themselves as leading authorities promoting physi- responsibility for their own in the field and to gain exposure through cians are: Ahealthcare and increasingly turn positive media coverage. By-lined articles to the internet to research doctors’ rank- But how does representing a physician for local and com- ings and hospital costs, it becomes cru- differ from other areas of public relations? munity newspapers Victoria L. Steiner cial for medical providers to take charge Media side effects as well as trade pub- of their image and reputation, and use the Our society glamorizes doctors. “Dr. lications. full range of communications tools to Oz” and “The Doctors Show” have estab- Tip sheets for local media and build consumer awareness. lished a celebrity status for physicians newswire services. To set themselves apart from the com- and while such recognition can be flatter- Journalistic introductions with petition, business-savvy physicians are ing, consumers’ obsession with “House” reporters covering health, science, and embracing public relations as a marketing and “Nip/Tuck” raises anxiety for doctors lifestyle stories. tool. To maintain and grow their prac- in the real word. tices, medical professionals utilize PR to As a healthcare communicator, it’s 0Continued on next page Creativity, Service and Results Since 1985, we have been privileged to partner with more than 100 organizations in the pharma and biotech industry, including the top companies, the rising stars, and the businesses that support them. For that we say... Thank You! www.mcspr.com For more information, contact Jeff Hoyak at (908) 234-9900 or [email protected] 20 OCTOBER 2010 4 WWW.ODWYERPR.COM octmagazine_Layout 1 10/5/10 4:55 PM Page 21 Discuss the prognosis and build their positive image online and ing dollar on promoting their organization, A physician will not normally become across social media platforms. To do this, this is the time for physicians to establish an overnight media sensation. Working PR professionals should: healthy PR habits and use communica- with outcome driven physicians, PR pro- Keep physician client online profiles tions to position themselves for growth. fessionals must manage expectations updated. Victoria Steiner is Director of Client before launching a campaign. It is Monitor online review sites and assist Services and Media Strategy at Harden important to stress that the benefits of physician in responding when appropri- Communications Partners. Her experi- medical PR are cumulative. Similar to ate. ence includes communications work for PR for professional services firms, Invite trusted patients to provide their NASA, California Pacific Medical Center, expert positioning will be instrumental in feedback online. UCSF, John Muir Health, Bellevue building long term visibility and will Upgrade the website to provide con- Medical Center, The Stone Clinic and sev- require continual message reinforce- trolled messaging and select testimonials. eral private physician practices in San ment. With hospitals focusing every market- Francisco Bay Area. £ Just as doctors rely on their patients to follow the treatment plan, PR profession- als need to be able to collaborate with physicians to determine their target media, relevant medical conferences, clinical data and research, and patient E C N E U L F N I G N I R E V I L E D testimonials that can support story angles. Find a healthy communications style After many years of school and prac- tice, physicians have accumulated a lot of knowledge and experience. As they are trying to sharing their expertise, they can sound overly technical, use too much jar- gon, or simply be intimidating. Physicians often need to be coached to speak concisely and use accessible lan- guage. Remember to develop consumer friendly messaging and consider media training to help your physician clients practice interview techniques. Suggest a professional blog where they can share more technical content and expand on the topic discussed in the press. Becoming a social butterfly Technology is one of the main driving forces behind medical advances. Physicians are early adopters who utilize technology in their daily personal and professional lives. Help them recognize the marketing value of technology and put it to work for their practices. Social media present great opportunities for physicians to provide patient education to build relationships with their existing patients and recruit potential clients. SOMETIMES YOUR BIGGEST Consider the following tactics: Webcast surgeries and procedures. CHALLENGES AREN’T IN Tweet to promote presentations and THE LABORATORY. events. Facebook about health tips and health- care reform news. YouTube patient testimonials. Get a second opinion. Practicing medicine in the new more JFK Communications is a healthcare public relations fi rm that consumer-driven world of online market- partners with specialty pharmaceutical, biotechnology and ing, physicians face the challenge of man- medical technology companies. We do what we do best, so you aging their reputation on review sites such can do what you do best. To learn more, go to jfkhealth.com as Yelp. The consumer demand for peer reviews of physicians and hospitals is Princeton Corporate Center • 5 Independence Way • Suite 300 only going to grow, which requires physi- Princeton, New Jersey 08540 • 609.514.5117 cians to develop a strategy to maintain OCTOBER 2010 3 WWW.ODWYERPR.COM 21 octmagazine_Layout 1 10/5/10 4:55 PM Page 22 REPORT GED IN AR NO H R Study: marketing, communications divided C T R H E NEW A tent to webinars and e-mails reflect on a Sachs, US chairman and worldwide P By Greg Hazley M U brand and influence image,” said John director of marketing communications at E S s R DuPont, senior vice president, global H&K put it: “Audiences are able to F O I C R any chief marketing officers brand management and strategic planning access a range of information at any time A for RE/MAX, who added that a CMO and easily can pick up on inconsisten- M E are overseeing PR tasks like A refreshing change s must forge the collaboration that brings cies.” R crisis management and media L R M Y P relations to keep a consistent message consistency to a company’s communica- The study received responses from 129 Communications from Lifesciences to Lifestyles D L tions. CMOs among The CMO Club’s 700 OR BA amid emerging digital communications, LAND GLO but more than half of the companies in a That’s important because, as MaryLee members. £ survey have not aligned their marketing and corporate communications opera- tions, according to a study by Hill & UBM buys Rx trade show giant Knowlton and The CMO Club. kets,” said UBM CEO David Levin. CMO Club founder Pete Krainik said nited Business Media, the U.K.- UBM, which said it wants to further CMOs are trying to keep up with an based company that owns PR expand Canon’s offerings globally, pur- evolving digital landscape, a task which UNewswire, has acquired tradeshow chased the company from Spectrum Equity has involved new responsibilities not tra- producer and publisher Canon Investors and Appraise Media, which ditionally part of the marketing arena. Communications for $287M. bought Canon from Veronis Suhler The study found that 66 percent of Thirty-two-year-old, Los Angeles-based Stevenson in 2005 for about $200M. CMOs say they are solely responsible for Canon runs 41 trade shows, mainly in the UBM, which was advised by Allen and media relations, while 52 percent handle so-called advanced manufacturing sector, Company, said the $287M price tag is a crisis/issues management, 34 percent which includes the growing medical multiple of 7.8.times Canon’s earnings oversee investor relations, 23 percent, device market. It also publishes magazines, before interest, tax, depreciation and amor- employee communications, and 55 per- email newsletters and webcasts, among tization. cent work on blogger relations. other services. Canon revenues to June 30 2010 were CMOs surveyed said aligning mes- “The combination of Canon’s brands $106M. sages is key to maintaining consistency with both our worldwide infrastructure and Canon's events roster includes the across various channels like social media our existing electronic engineering busi- MD&M series of tradeshows (medical and employee comms. ness offers us exciting growth opportuni- design & manfucturing), PLASTEC (plas- “Everything from advertising and col- ties, particularly in Canon’s core medical tics) and PharmaPack for the pharmaceuti- lateral, media relations, conference con- device design and manufacturing mar- cal packaging sector. £ North American Headquarters Celebrating 12 years of One South Broad, 12th Floor, Philadelphia 19107 t: +1 215 625 0111 Commitment, Causes, and Campaigns Maryellen Royle, President North America Global Headquarters 22 Chapter Street, London, SW1P 4NP t: +44(0) 20 7798 9900 1825 Connecticut Ave, NW • Suite 300 • Washington, DC 20009 Scott Clark, CEO T: (202) 745-5100 • F: (202) 234-6159 • www.gymr.com www.toniclc.com 22 OCTOBER 2010 4 WWW.ODWYERPR.COM octmagazine_Layout 1 10/5/10 4:55 PM Page 23 GED IN AR NO H R C T R H E A P NEW M U E S s R F O I C R A M E A refreshing change s R L R Y P Communications from Lifesciences to Lifestyles D L OR BA LAND GLO North American Headquarters One South Broad, 12th Floor, Philadelphia 19107 t: +1 215 625 0111 Maryellen Royle, President North America Global Headquarters 22 Chapter Street, London, SW1P 4NP t: +44(0) 20 7798 9900 Scott Clark, CEO www.toniclc.com octmagazine_Layout 1 10/5/10 4:55 PM Page 24 FEATURE Changing the conversation about women’s health Be engaging As experts in marketing to women, we know that one By signing the Declaration of Real of the key elements to breaking through with a health Talk online, women were committing to product is to change the conversation. Whether you’re starting a new conversation. They also were taking an important step forward in providing a different point of view or establishing new helping to create social change, an impor- vocabulary around a women’s health issue, provoking tant engagement mechanism that we a dialogue is key to driving action. knew would resonate with women. The brand aligned with an organization that By Diana Littman Paige shared a common mission — Girls For A Change (GFC), a national non-profit organization that empowers girls to cre- Take a fresh look at mised a woman’s ability to take owner- ate and lead social change within their ake feminine care as an example. ship of her personal care. Many studies communities. For every woman who While women have become more demonstrated this from a health perspec- signed the Declaration, U by Kotex made Topen about sharing health infor- tive, and in our own studies we’ve found a donation to GFC to support an initiative mation with others, there’s still a reluc- that 70% of women want society to to bring vaginal care education and social Cooney/Waters tance to talk about this important part of change the way it talks about vaginal change training to young women across their lives. Even the words associated care, but many don’t feel empowered to the country. with it — protection, menstruation, drive this change. As a result of the integrated campaign, period, vagina — are shameful and These numbers have revealed a signif- Kimberly-Clark has started to change the Health Care Communications Specialists secretive. Sadly, women’s vaginal icant gap between what women wanted way women are talking about feminine health is seen as a cultural taboo, a per- and what they were getting when it came care and has made a significant impact on ception perpetuated by out-of-touch, to talking about vaginal health issues. the market. Women are responding to the sterile advertisements for menstrual Brands can lead this new discussion and call: more than 1.5 million have joined products. demonstrate why it’s relevant to the the brand in starting a new conversation When our client Kimberly-Clark women and media we wanted to reach. online. And media — from the New York Corporation launched a new product Be disruptive Times to TMZ — are finally talking about line called U by Kotex, they decided it When it comes to redefining a catego- feminine care. The coverage to date has was time to change the feminine care ry or changing a conversation, you can’t reached hundreds of millions of con- category. Earlier this year, the iconic be afraid to tell your story loudly and sumers with U by Kotex’s message that brand’s marketing approach turned the bring it to where your target is — even it’s time to break down societal barriers category on its head. From a PR per- if it takes people out of their comfort and have a more truthful and transparent spective, our challenge was to drive a zone. conversation about their own bodies. new conversation, one that was more For the U by Kotex campaign, we Diana Littman Paige is Managing reflective of the way women communi- started with a bold advertising launch Director of Marina Maher cate today. for key media influencers. We part- Communications’ Health & Well-Being Changing the conversation surround- nered with “The Tyra Show” on a 30- Practice. £ ing feminine care from one of embar- minute segment that directly reached PR news briefs rassment to an open, honest dialogue is our core target, millennials. A strong a monumental task, but one that has the media personality herself, Tyra’s com- PW HELP PRO BONO FIRM potential to benefit millions of young mitment to prompt a real conversation women by helping them get the health around vaginal health — and the fact Los Angeles based investor relations and information they need. To do this, all that she wasn’t afraid to use the word strategic public relations consultancy the integrated components of a market- vagina on national TV — gave women PondelWilkinson Inc. has entered into a part- ing campaign need to work seamlessly permission to talk more openly. nership to provide Strategic Media Advice for together, and through PR we can let nonprofit organization the Public Counsel Law We also created a frenzy of intention- Center. women know it’s okay to start a new ally conspicuous media coverage with a The nation’s largest pro bono law firm, the conversation by being real, disruptive live event where we tore down a gigan- southern California-based Public Counsel Law Accomplished | Collaborative | Discerning and engaging. tic wall in NYC. This wall — covered Center provides free legal assistance to more than 29,000 low income children and adults Be real in feminine care euphemisms from each year. The organization specialized in help- Simply put, a brand must put con- “Aunt Flo” to “vajayjay” — served as a ing abused and abandoned children, homeless sumers’ interests above its own. This metaphor to the barriers women face families and veterans, senior citizens, victims doesn’t mean you should abandon your when it comes to talking and learning of consumer fraud and nonprofit organizations business objectives. It means if you want serving low-income communities. about vaginal health. Reality TV star, The organization estimates it provided $87 to achieve your goals and make an Khloé Kardashian Odom, known for her million of free legal services in 2009 by lever- Contact Tim Bird,Bird, EVP and General Manager impact, you shouldn’t speak “at” women. “keep it real” attitude and frank talk, aging the talents of more than 3500 volunteer Listen to them and let them lead. helped us break down the wall, in a U lawyers and law students, making it the 90 Fifth Avenue,venue, 8th Floor The current restricted and often cen- by Kotex hardhat and with a hot pink nation’s largest pro bono law firm. It was founded in 1970. New York,ork, NY 10011 sored discussion around women’s topics sledgehammer no less, unveiling the U like periods and vaginas has compro- by Kotex Declaration of Real Talk. Phone: 212-886-2200 Email: [email protected] wwwwww.cooneywaters.com.cooneywaters.com 24 OCTOBER 2010 4 WWW.ODWYERPR.COM octmagazine_Layout 1 10/5/10 4:56 PM Page 25 Take a fresh look at Cooney/Waters Health Care Communications Specialists Accomplished | Collaborative | Discerning Contact Tim Bird,Bird, EVP and General Manager 90 Fifth Avenue,Avenue, 8th Floor New YYork,ork, NY 10011 Phone: 212-886-2200 Email: [email protected] wwwwww.cooneywaters.com.cooneywaters.com octmagazine_Layout 1 10/5/10 4:56 PM Page 26 FEATURE able. More than ever, colleagues need a bet- ter way to share and track cross-departmen- Giving social media impact tal functions. By Dan Greenfield vades corporate culture or the difficulty in Stressed for time with limited resources, measuring collaboration’s ROI, but market- PR and marketing professionals have a real ing and PR tend to focus on building fan opportunity to do more with less. By align- hen it comes to integration, PR bases, implementing social networking ing internal teams, they can improve effi- and marketing professionals applications and spawning viral campaigns. ciency, avoid duplication, limit lost oppor- Wseem a little conflicted. And as social media gains acceptance, tunities and clarify changing functions. Few would deny the value of integrating roles and responsibilities are less clear. They’re also better positioned to maximize sales, customer service and community Marketing and PR are not the only depart- efforts in reaching key influencers and moderation teams when building a modern ments publicly engaging customers. audiences. day engagement strategy. But most lack a Ironically integration is even more criti- Integrated strategic engagement clear sense of how to do it. Once more, it’s cal in an age that values decentralized com- I call the alignment of customer service, not often a top priority, even though many munication. Engaging an audience has sim- PR, marketing, sales and community mod- say it is. ply become faster, more transparent, more eration integrated strategic engagement. Blame it on siloed thinking that still per- personal, more public and more change- Through the power of integration, PR and marketing can better meet strategic busi- ness objectives by: • Clarifying customer relationships (what your relationship is to your customer, “Dp_\Xck_ZXi\ if there’s overlap with other departments, and how you delineate personal and profes- dXeX^\d\ek[\Z`j`fej sional). • Improving engagement practices (what Xi\dfi\\]]\Zk`m\ the message is, who the messenger is, and what channels you use). • Establishing hand off processes (the Y\ZXlj\@Ëm\[\YXk\[ proliferation of data and leads collected; the information distributed). n`k_fk_\ijkXb\_fc[\ij# • Streamlining follow-up procedures (how the customer is served). Xe[c\Xie\[kfkiljk • Defining shared performance metrics (what constitutes success and how it’s shared). Xe[`eZfigfiXk\k_\`i Roadmap for integration success The road to integration isn’t easy. Or gf`ekjf]m`\n% cheap. Dozens of large and small compa- ” nies are making significant investments in PXc\_XjZi\Xk\[XeD98gif^iXdk_XkYi`e^j tools to manage the communications process. Forrester Research predicts enter- \og\i`\eZ\[gif]\jj`feXcj]ifdXccjg_\i\j prise 2.0 will become a $4.6 billion indus- f]k_\`e[ljkip`ekfk_\ZcXjjiffd%Fe try by 2013. Xck\ieXk\n\\b\e[j#jkl[\ekjnfibZcfj\cp Before spending a dime on tools, PR and n`k_kfgYlj`e\jjXe[Zc`e`ZXc]XZlckp# marketing need to establish a roadmap for success that focuses on bringing key parties c\Xie`e^dXeX^\d\ekXe[c\X[\ij_`g to the table. These efforts are a critical first jb`ccjXe[^X`e`e^mXclXYc\e\n step in establishing a collaborative frame- g\ijg\Zk`m\jkf`eefmXk\Xe[`eÕl\eZ\ work needed to effectively engage cus- tomers. But forming internal committees is Z_Xe^\`ek_\`infibgcXZ\jXe[k_\nfic[% only the beginning. Subsequently, PR and marketing needs to broaden its mandate. Today everyone is a potential influencer; therefore, PR and mar- keting must have a greater understanding of nnn%dYX%pXc\%\[l&dYX$\&F;P how the business operates to better address issues they encounter online that need IXdfe immediate attention. :cXjjf])''/ These new demands make the best case for integrated engagement. They may be the impetus to finally drive companies to align internal dynamics with the new reali- ties of social media marketplace. Dan Greenfield is a media consultant and producer of PR+MKTG Camp. £ 26 OCTOBER 2010 4 WWW.ODWYERPR.COM octmagazine_Layout 1 10/5/10 4:56 PM Page 27 SIGN OUTSIDE A MIAMI BARBERSHOP: HAIRCUTS: $7 BAD HAIRCUTS FIXED: $9 WeWe couldn’t agree more. It seems that the wisdom of investing in healthy living has finally made its way into the national conversation about health care. By now,now, everyone knows that bad habits cause bad problems and they’re costly to fix. WeWe get it. Building on deep experience and a long track record in health services, we formed this specialized practice area to tackle the convergence of health care and wellness, disease management, prevention, nutrition, and fitness. There’There’ss a difference between having experience with healthy living and faking it. That means staying current on best practices in corporate wellness, knowing what incentives work best, and involving medical professionals when it counts. Revive works with companies who help people avoid poor lifestyle choices, improve their health, and avoid serious illness to improve their quality of life and bend the health care cost curve. HEALTHHEALTH SERVICES | HEALTHYHEALTHY LIVING revivepublicrelations.com octmagazine_Layout 1 10/5/10 4:56 PM Page 28 FEATURE From shelves to web, back to shelves At a bare-bones glance, how are retail Good packaging sells online shelf sets created? Retailers group and By James Forward Tiering and segmentation organize like-products in a way that makes Tiering and segmentation are two essen- it easy for consumers to shop and under- tial packaging principles used to organize stand a given category’s tiers and segments ny company that has gone through and express vertical and horizontal product of options. Then packaging developers the process of developing a retail portfolio architectures. work with buyers to optimize their package Apackage knows that it’s not fast, Tiering works vertically, separating a (using eye-tracking principles) to pull the cheap, or easy. It takes serious strategic group of products into “good, better, best” right consumers directly to the right prod- thinking, competitive analysis, consumer categories, helping to clearly illustrate the uct, hopefully enticing them enough to pick research and rounds of iterations with premium offering within that category. up the package and learn more. design agencies and trade buyers to get it Segmentation works horizontally within In packaging, colors and graphics can be right. Not to mention a hefty investment of a given tier of products, helping consumers used to manage this eye-tracking and human and financial resources. understand the different features and bene- attracting process. And the web could do all Packaging development is a highly fits among a variety of similar products and that and more, but no one does. Instead, LE&A Health Care involved process, but it’s also the most hence select appropriately. when you enter into a retail web environ- effective platform to use when working Parallels between web and packaging ment, all you see is a white background, through market positioning development. Contrary to popular practices, packaging non-differentiated product photos, and a Its small size forces the most concise rep- development and retail website develop- few small descriptive bullets. resentation of a product offering to be ment really aren’t all that different. In many Again, the visual cues of packaging can made, where category strategy, value ways, the challenges presented by the easily be transferred to online retail envi- proposition, key messaging, associative web’s size and structural constraints mimic ronment, with color backgrounds, graphics, graphics and photography combine to act the challenges presented in packaging. and image styles introduced to improve as a silent salesman, portraying the most In packaging, the key is always to maxi- shoppability and upsell on the web page. compelling essence of the product. mize available real estate, managing face They can even be enhanced with dynamic So why is it that after a package is print- panel eye-tracking to deliver a cohesive / interactive tools, video / audio clips or Industry veterans ed, so often none of the learnings are lever- compelling story and entice consumers to attention-grabbing Flash animation. aged and shared with other facets of the pick up the package and turn it around to And after a retail packaging approach has product’s marketing and promotion learn more. That’s the beauty of packaging driven your web set up, web set ups can skilled in making complex efforts? communications: messaging has been then be applied right back to retail environ- Identifying the opportunity refined and honed to its most effective, ments. For instance, consider how easily Instead of wasting all the valuable posi- most succinct form — prioritized to empha- portfolio overview pages can double as end communications clear, tioning work developed through the pack- size the most important benefit communi- cap layout schematics or other point of sale age design process, start integrating these cated first, optimized with persuasive lan- applications. learnings into other “silent selling” envi- guage that’s been concisely crafted to max- Making it all come together consistent and relevant. ronments, such as web stores, eMarketing, imize each features’ appeal. Sometimes the challenge of creating a truly retail point of sale, and sales presentations. These highly refined selling messages powerful selling platform can seem quite These are activities best driven by a sales- are equally ideal for restrictive web retail simple when compared to the effort focused approach: a strategy that’s perfect- spaces and applications. The “pick up the required to change internal behaviors and ly embodied by the product packaging package and turn it around to learn more” is conventions. process. virtually the same as “click (or scroll down) You should make the best of the dynam- Benefits of this perspective can be for more information.” The objective is the ic selling environment advantages of the gained at two vantage points: the product- same. Similarly, online, the first introduc- web. Don’t subscribe to the limits of popu- specific level and the portfolio level. On tion of a product parallels the experience of lar web conventions or let IT engineers and the product-specific level, colors, graphics, first seeing a face panel of a package on a database restrictions drive a strategic sell- layout conventions, and images are care- retail shelf, and the “click or scroll for more ing plan. Instead, push process and fully designed to visually manage con- information” is just like the consumer pick- resources to help you achieve your strategic sumer reactions: creating stopping power ing up the package and reading the side and goals. (impact), so that consumers actually notice back panels. By applying the proven tactics from the product, memorability, so they can eas- In other ways, the web is actually far less brick & mortar environments in web and ily remember (and recommend) the prod- constraining than packaging. Online, com- interactive environments you can harvest uct or brand, and shaping perceptions to munication limits are lifted, allowing retail- all the valuable insights and assets locked 2010 PR Week Small Agency of the Year help consumers quickly understand and ers to strategically manage the flow of up in your packaging. You’re guaranteed to build positive associations with key fea- information, say more, and leave less up to save time and money by repurposing rather GRAND RAPIDS tures and benefits. interpretation. The need for multiple lan- than recreating the wheel over and over. At 47 Commerce S.W. Grand Rapids, MI 49503 P: 616 233 0500 On a portfolio level, colors, graphics, guages in one small area (a source of great the same time, you’ll create a more consis- tent visual presence, and help people find LANSING and layout conventions are carefully contention in packaging projects) is typical- 101 S. Washington Sq., Suite 800 Lansing, MI 48933 P: 517 316 0210 designed to visually support a total portfo- ly unnecessary. It’s suddenly easier to the products they want. lio approach, including: tiering, so con- cross-sell and clearly present product com- James Forward is President of Forward DETROIT sumers quickly understand the product line parisons; make upsells more feasible and Branding in Webster, New York, which cre- 755 W. Big Beaver Rd., Suite 1100 Troy, MI 48084 P: 248 362 4200 and can find the family of products that is possibly even likely. Dynamic, non-static ates packaging and branding solutions for right for them, and, segmentation, so con- information presentations bring features Fortune 500 companies like Kodak, Bank www.lambert-edwards.com sumers can visually sort, select, and choose and benefits to life, boosting impact, mem- of America, Bausch & Lomb and a specific product from within a family. orability, and shaping positive associations. Honeywell. £ 28 OCTOBER 2010 4 WWW.ODWYERPR.COM octmagazine_Layout 1 10/5/10 4:56 PM Page 29 LE&A Health Care Industry veterans skilled in making complex communications clear, consistent and relevant. 2010 PR Week Small Agency of the Year GRAND RAPIDS 47 Commerce S.W. Grand Rapids, MI 49503 P: 616 233 0500 LANSING 101 S. Washington Sq., Suite 800 Lansing, MI 48933 P: 517 316 0210 DETROIT 755 W. Big Beaver Rd., Suite 1100 Troy, MI 48084 P: 248 362 4200 www.lambert-edwards.com octmagazine_Layout 1 10/5/10 4:56 PM Page 30 REPORT Conservative group formed to challenge AARP • Roll back the surveillance state to AARP, one of the most powerful ‘liberal’ PR voices in the great restore personal freedom and individual healthcare reform debate, now faces a spirited opponent in rights. The Alliance says it the form of the newly created Alliance for Retirement “declines to become Prosperity. embroiled in political By Kevin McCauley elections, campaigns or ally itself with political candidates.” Business Daily called “How Medicare aunched September 15, the Alliance It will fight and Social Security Are Both in Obama’s Republican politicians (www.wethealliance.com) bills itself Cross Hairs.” That piece promoted as the “true conservative alternative who “violate the prin- L “allowing young workers the freedom of ciples and precepts of to AARP’s left-wing agenda.” Larry Hunter choice to choose to save and invest some the commonsense con- Repeal of President Barack Obama’s of their taxes” personal healthcare healthcare law ranks as ARP’s top priori- servative consensus,” accounts. and support Democrats who back that KVIEXTISTPI ty. It ripped the “ideologically far-left Republican adviser Larry Hunter heads philosophy. Obama” for not bearing to stand for the AARP monitors reform the Alliance. He served in the Reagan “idea of workers and retirees supporting While the ARP works to scuttle the White House and was Chief Economist themselves more through the private sec- new health program, the AARP is closely for Jack Kemp’s Empower America. tor.” To Obama, that’s “privatization, monitoring how the federal, state and In the release announcing the forma- which means too much filthy capitalism insurance companies implement the new tion of ARP, Hunter said his organization for his tastes.” law. “will offer seniors more discounts on a Politico reported September 14 that It named two board members, Allen wider range of higher quality products Hunter formed the group after touring the KVIEX[SVO Douma and Carol Raphael to serve on and services, along with lower prices and country and finding senior citizens angry new health advisory groups. superior customer service than its com- over healthcare reform. “They knew they petitor AARP.” were being sold out,” he said. Douma serves on the Patient-Centered It plans to target the 80 percent of Kevin McVicker, who works the Outcomes Research Institute to assist Americans in the 50-plus age bracket that Alliance account at S&BPA, said the patients, doctors and policy-makers make do not belong to AARP. Alliance also got coverage on FOX better informed healthcare decisions by The Alliance wants to be a “powerful Business Network’s “Cavuto” providing information on how to prevent and effective alternative for seniors and (September 16), Fox News Channel’s disease. KVIEXVIWYPXW Baby Boomers across the country who “Fox and Friends Weekend” (September The Dept. of Health & Human are sick and tired of watching AARP 18), C-SPAN’s “Washington Journal” Services, on September 15, announced a spend their hard-earned money on its (September 20), Westwood One Radio $14M budget for the Institute. hard-left agenda.” Network’s “The Jim Bohannon Show” Raphael is tapped for the National Shirley & Banister Public Affairs han- (September 20) and the Washington Healthcare Workforce Commission to dles PR for the Alliance. Times’ “Inside the Beltway” (September share current and projected worker sup- Blizzard of coverage 16). ply and demand data, workforce educa- While the Alliance cannot yet match tion and training. The ARP has launched its own digital the financial clout of AARP, which had The Patient Protection and Affordable magazine, The Alliance, with a mailing of revenue of $1.4B in ’09 and a lobbying Act created the Commission as a “nation- 2M to 3M names, asking them to join the budget of more than $20M, the group al resource on the national’s healthcare group. Former Senator, Presidential can- scored impressive media coverage sur- workforce for Congress and the CELEBRATING THIRTY YEARS OF didate and actor Fred Thompson is on the rounding its launch. President.” cover of the debut issue. With Peter Ferrara, author of “The The ARP, however, believes its aggres- ObamaCare Disaster,” Hunter penned a The group counts the following among sive outreach program will torpedo the September 9 Wall Street Journal op-ed its major areas of planned political activ- AARP’s effort and the health law. It says piece in which he blistered President ity: time is on its side, noting that most of the [[[HZPGSQ Obama’s health reform program for “dra- • Repeal ObamaCare, prevent the significant changes in healthcare won’t conian cuts in Medicare payments to doc- rationing of healthcare and reform become law until 2014. The tax on tors, hospitals and other healthcare Medicare and Medicaid. “Cadillac” plans doesn’t take effect until providers that serve America’s seniors.” • Preserve the retirement safety net for 2019. The President’s “concept of spreading current retirees and those about to retire. ARP says “there will be many elections the wealth includes sacking the Medicare • Stop the “raid on Social Security” and many opportunities for voters to system, on which America’s seniors have and allow personal saving and investment express their will before most provisions come to rely for medical care, in favor of accounts for younger workers. become law.” others the President’s progressive vision • Reduce tax rates and reform the tax The first key vote is set for next month deems more worthy.” code. when anti-ObamaCare Republicans are The authors scored another powerful • Fight against corporatist collusion expected to seize control of the House of placement in the September 14 Investor’s between government and business. Representatives. £ 30 OCTOBER 2010 4 WWW.ODWYERPR.COM octmagazine_Layout 1 10/5/10 4:56 PM Page 31 KVIEXTISTPI KVIEX[SVO KVIEXVIWYPXW CELEBRATING THIRTY YEARS OF [[[HZPGSQ octmagazine_Layout 1 10/5/10 4:56 PM Page 32 Profiles O’Dwyer’s Guide to: HEALTHCARE COMMUNICATIONS 10.10 education, prescription drugs, contact COO Don Silver via email nutrition, supplements and func- at [email protected] or tional foods, biotechnology and email Exec. VP Todd Templin at life sciences, healthcare reform [email protected]. and more. From winning epic Either can also be reached by battles in Congress to managing phone at 954/370-8999. reputations for providers in local communities, we know health- care like few firms do, offering CAPWELL clients a unique blend of public COMMUNICATIONS relations, public affairs and dig- ital media strategy. So whether 260 Newport Center Drive, #300 you’re looking to gain an edge Newport Beach, CA 92660 on competitors, want to build 949/999-3303 stronger relationships with your www.capwellcomm.com target audiences or need a seat at twitter: @CAPWELLcomm the table to help influence health Kimberly Capwell, CEO policy, Allison & Partners will get the results you need. Access | Influence | Impact. Capwell Communications knows BOARDROOM what it takes to make headlines and get people talking about the COMMUNICATIONS latest medical devices and healthcare breakthroughs. INC. Capwell Communications has 1776 No. Pine Island Rd., #320 an award-winning track record Plantation, FL 33322 turning little-known brands into 954/370-8999 big business and big brands into Fax: 954/370-8892 enduring legacies. Experienced [email protected] in FDA approval campaigns, [email protected] healthcare and medical device www.boardroompr.com publicity, influencer relations, social media relations, education Don Silver, COO initiatives, and crisis communi- Todd Templin, Executive Vice cations, Capwell President Communications is a trusted Carmichael Lynch Spong and client Martek Biosciences partnered resource of the nation’s leading with the National Center for Creative Aging (NCCA) and a panel of Boardroom Communications, news organizations. health experts, including Dr. Oz, to introduce “Beautiful Minds: in South Florida, specializes in With a select and enviable ros- health care public relations for a Finding Your Lifelong Potential,” to raise awareness on how to bet- ter of healthcare clients, Capwell diverse clientele. In our 21-year ter maintain brain health. Dr. Oz is pictured with Ladies’ Home Communications has represented history, we have represented the biggest names in healthcare Journal health director, Julie Bain, discussing the differences major hospital systems, physi- including Merck, Edwards between a healthy brain and one affected by Alzheimer’s disease. cian practices, insurance compa- Lifesciences, Abbott Medical nies, products and services, con- Optics, Baxter, Merial, and national and state associations to sultants and authors. Allergan, as well as some of the ALLISON & nonprofit groups and founda- Representative clients include most innovative medical device tions. We represent leaders in Tenet Health-South Florida start-ups in both pre-commercial- PARTNERS health and wellness that include Region, with ten individual hos- ization and product launch the California Department of pitals; Skin & Cancer stages. 505 Sansome Street Public Health Tobacco Control Associates, a large dermatology Capwell Communications has San Francisco, CA 94111 Program, GE Healthcare, practice with offices from Palm earned a nationwide reputation 415/277-4900 Healthcare Leadership Council, Beach County to the Florida for doing work that competes www.allisonpr.com Healthways, PhRMA, Keys; and Phoenix Physicians, with the giant, multi-national PR Scott Allison, CEO Partnership to Fight Chronic an emergency room physician firms, but without the big-agency Brian Feldman, Partner Disease, and more. We’ve staffing company. Our services price tag or use of junior staff. worked across the spectrum of include media relations/story The firm is based in Southern Allison & Partners’ healthcare healthcare sectors on major placement, crisis communica- California and boasts an A-list practice builds connections, health issues including the unin- tions and media training. We roster of the nation’s most shapes public policy and creates sured, chronic disease manage- have solid contacts in with local, renowned PR specialists. If campaigns that make a differ- ment and wellness, Medicare regional and national healthcare you’re looking for healthcare and ence for clients that range from and Medicaid, eldercare prod- reporters and producers. Log on medical PR that engages and publicly traded companies to ucts, services and issues, health to www.boardroompr.com or connects, look no further. 32 OCTOBER 2010 4 WWW.ODWYERPR.COM octmagazine_Layout 1 10/5/10 4:56 PM Page 33 PROFILES OF HEALTHCARE & MEDICAL PR FIRMS Senior-level counsel. (alembichealth.com), a wholly CSI is a full-service communi- owned subsidiary of Cooney / CARMICHAEL CHAMBERLAIN cations and marketing agency. Waters, specializes in communi- LYNCH SPONG HEALTHCARE Healthcare is our specialty, and we cations programs for clients in the have an incredible heritage of mar- area of health advocacy and 110 N. Fifth Street PUBLIC keting health to women. We’ve offers a full range of communica- Minneapolis, MN 55403 RELATIONS been around nearly 20 years, tions services to its clients, which 612/375-8500 working with companies and include the National Foundation www.carmichaellynchspong.com 111 Broadway organizations of all sizes, from big for Infectious Diseases and the pharma to start-up bio-techs. Our National Meningitis Douglas K. Spong, APR, New York, NY 10006 President [email protected] motto is our mantra: “because Association. Cooney/ Waters Curtis Smith, Director of www.chamberlainpr.com experience matters.” It’s an continues to focus on marketing Business Development approach that sets us apart. We support, branding programs and Effective communications is bring our clients maturity, sound issues management for clients Health and wellness is the about creating conversations that judgment and a clear understand- including Abbott Fund, The cornerstone of Carmichael matter for the people that matter to ing of their business. Experience Coca-Cola Company, UCB, Lynch Spong’s capabilities. you — your customers. means we have a creative, prob- sanofi pasteur, Strativa Our Living Well™ team pro- Chamberlain Healthcare Public lem-solving culture that puts the Pharmaceuticals, Purdue vides a broad range of expertise Relations works with clients to premium on results, not process. Pharmaceuticals, and others. representing products, services create positive agendas that drive Experience means we work effi- and organizations that better understanding of a corporate or ciently and get things right the first COOPERKATZ & people’s lives. From education brand promise. At the core of time. If you need the kind of about nutrition, functional foods Chamberlain’s philosophy is a cul- change that grows your market, COMPANY, INC. and nutraceuticals, to empower- ture of informed perspective on moves your share, and shifts the ing communities through fair the data and issues that drive the paradigm for your brand, then CSI 205 Lexington Avenue, 5th Floor trade, to complementary and healthcare marketplace. Armed is your company. New York, NY 10016 alternative medicine, our Living with science, we apply clear and 917/595-3030 www.cooperkatz.com Well™ team has passion for thoughtful analysis to create a COONEY/WATERS managing a vast portfolio of brand’s narrative while empower- ing patients and physicians to Andy Cooper, Principal strategic public relations cam- GROUP Ralph Katz, Principal paigns. Our expertise includes make informed decisions about Anne Green, President / COO education initiatives; influencer their health. 90 Fifth Avenue, Suite 800 relations; reputation-building Our understanding of human New York, NY 10011 CooperKatz & Co. offers full- programs; media outreach cam- motivation and the dynamics of 212/886-2200 www.cooneywaters.com service public relations capabili- paigns; word-of-mouth and changing demographics, mass ties to a national client base. The grassroots marketing; experien- media and scientific inquiry, guide firm has deep expertise in support- us in steering you through turbu- Lenore Cooney, Chairman tial marketing; social network- Sherri Michelstein, Lisa Weiss, ing the needs of health providers ing, and integrated marketing lent landscapes, matching what Fred Lake, Tim Bird, Exec. VPs and payers, as well as consultants campaigns. Carmichael Lynch you say with what you do through that serve health organizations. Spong understands the impor- programs and strategies that really Cooney/Waters Group is an Recent experience includes: tance of working with industry matter to your audiences. independent, mid-sized firm pro- AHIMA (American Health leaders, nutritionists, health- With offices in New York and viding the full range of public rela- Information Management care providers, consumer London, Chamberlain is part of tions and public affairs services to Association); Capgemini groups, academia and commod- the communications division of healthcare, pharmaceutical and Health (later acquired by ity groups on a regular basis to inVentiv Health. Through its com- biotechnology enterprises in the Accenture), a leading consultant further clients’ objectives. munications, clinical, advance non-profit, government, academic to healthcare organizations; the We represent several leaders insights, selling solutions and and industrial sectors throughout Noblis Center for Health in the health and wellness arena patient outcomes divisions, the world. Headquartered in New Innovation, a non-profit adviso- including: ClearWay inVentiv Health can support a bio- York, Cooney/Waters is focused ry group providing strategic Minnesota’s QUITPLAN pharmaceutical or medical device exclusively in health and science thinking to support health orga- Services, the Institute for company throughout a product’s across many therapeutic areas and nization’s planning and per- Clinical Systems Improvement, life cycle. health industries and provides all formance; U.S. Preventive Martek Biosciences and Trane’s clients, regardless of size, direct Medicine, a company working indoor air quality and energy- COMMUNICATIONS involvement of a long-tenured to advance a culture of preven- efficiency initiative. senior team. tion throughout America; and Carmichael Lynch Spong is a STRATEGIES INC. Ranked among the top inde- the Queens Vanguard Center of full-service PR firm that repre- pendent health care agencies in the the National Children’s Study, a sents a select but envied portfo- 135-137 Main Street U.S., more than 45 communica- federal research project regard- lio of big-name clients. Ranked Madison, NJ 07940 tion professionals have extensive ing the impact of environmental among the 20 largest PR firms 973/635-6669 expertise in public health educa- factors on child health. in the country, Carmichael Fax: 973/635-9419 [email protected] tion, health/science communica- CooperKatz offers a portfolio Lynch Spong has earned a www.cstratinc.com tion, constituency relations/advo- of capabilities that include national reputation as the undis- cacy development, product brand development, communi- puted champion of best prac- Donna Pepe, CEO, President, launches and life cycle manage- cations strategy, program devel- tices. Founder ment, corporate reputation build- opment, media relations, social Don Hannaford, EVP & ing and issues management. The media engagement and creative View and download profiles of hundreds Managing Director agency serves clients on a global services. The firm’s resources Susan Patton, Group VP of PR firms specializing in more than a basis through multiple affiliate also include designing / produc- dozen industry areas at: relationships forged over the past ing meetings, events, business Innovative, award-winning pro- www.odwyerpr.com two decades. presentations, video/DVDs/CD grams. Market-driven strategies. Alembic Health Comms. ROMs, and collateral materials. OCTOBER 2010 3 WWW.ODWYERPR.COM 33 octmagazine_Layout 1 10/5/10 4:56 PM Page 34 PROFILES OF HEALTHCARE & MEDICAL PR FIRMS public relations programs to the healthcare industry, helping DAVIES companies establish credibility, boost awareness and drive 808 State Street Santa Barbara, CA 93101 sales. Dodge helps clients iden- 805/963-5929 tify and leverage their most Geneticists [email protected] compelling strengths and dif- www.DaviesPublicAffairs.com ferentiators, which are then articulated through customized now understand John Davies, CEO services designed to reach and Robb Rice, EVP persuade decision makers. Our the 2.9 billion Lisa Palmer, SVP services include strategic plan- Taylor Canfield and Joshua Boisvert, Directors ning and identity programs; Pia Dorer, Mktg. Mgr. media and analyst relations; PR bits of DNA Caitlin Bidwell, Office Mgr. writing; social media strategy and execution; collateral devel- that make up Why would individuals help a opment; advertisement and multi-million dollar pharmaceuti- direct marketing; Web design cal company? Because it is not and development; and speaker’s the female about helping a pharmaceutical bureau and awards program company, it is about an individuals management. sense of right and wrong. genome. Davies creates complex strate- DYE, VAN MOL & gies then delivers messages that motivate individuals to stand up, LAWRENCE speak out, and take action - there- PUBLIC RELATIONS by influencing regulators, state Medicaid decisions, authorization procedures, and reimbursements 209 7th Avenue, North Nashville, TN 37219 affecting our pharmaceutical 615/244-1818 clients. Fax: 615/780-3396 Davies uses authentic grass- www.dvl.com roots to generate real results. Our unique approach to research, mes- Ronald Roberts, President and Working with client Medco, Coyne PR drove international attention sage development and target out- Chief Operating Officer reach, using all communications for clinical research presented at the American Society of Clinical channels, has resulted in a nearly Oncology’s annual meeting on the risks associated with tamoxifen Dye, Van Mol & Lawrence 100% success rate, turning contro- (DVL), celebrating our 30th and antidepressants. The research was followed swiftly by FDA versial public affairs issues into plans to communicate the risk potential directly to physicians. anniversary, is one of the wins for our clients. south’s leading healthcare pub- Understanding Davies’ recent statewide grass- lic relations and advertising country, representing an roots program will restore 35-50% agencies. Our capabilities female COYNE PR impressive collection of inter- of the marketshare for a pharma- include the latest in communi- national corporations, top ceutical company that was mired cation technology and alterna- national brands, high profile in a two-year Medicaid beaure- 14 Walsh Drive tive solutions while remaining Health and Well-Being events and first-class organiza- cratic log jam. faithful to the tried and true Parsippany, NJ 07054 tions. Named 2009 Consumer Since 1983, Davies has consis- 973/316-1665 Agency of the Year (the Holmes practices on which we were tently ranked among the top strate- built. We support our capabili- takes a whole Report), and a winner of a 2009 gic communications firms, placing 1065 Avenue of the Americas Silver Anvil Award for its work ties with great people. And we in the top 25 nationally and receiv- find that these strengths, com- 28th Floor in the healthcare sector, no ing hundreds of industry awards. different kind agency possesses a better com- bined with breakthrough think- New York, NY 10018 Davies offers public affairs expert- 212/938-0166 bination of unbridled creativity, ing, lead to great work, with limitless enthusiasm, strategic ise across multiple industries, with great results. of expert. five specialized practice areas in Tom Coyne, CEO, approach, and impeccable A brand that speaks with one integrity and client service than Pharma/Biotech, Energy, Mining, voice, consistently across all [email protected] Real Estate & Crisis. Clients Rich Lukis, President, our nationally recognized firm. advertising and public relations Coyne PR’s specialized health- include Fortune 100 companies mediums, powerfully connects [email protected] and top names in 46 states. Kelly Dencker, Senior Vice care team represents enterprises with the listener. That is what President, [email protected] across the managed care sector, happens when a properly craft- Kevin Lamb, Vice President, medical devices, pharmaceuti- DODGE ed message finds the target [email protected] cal, healthcare I.T., and hospi- with sharp accuracy. Norman Booth, Vice President, tals and health systems, pre- COMMUNICATIONS Our aim is the same as senting a deep understanding of [email protected] yours-our only measure of suc- Linda Bernstein Jasper, Vice vertical healthcare industries. 515 E. Crossville Road, Suite 290 When combined with the cess. President, [email protected] Roswell, GA 30075 Healthcare clients include: agency’s consumer branding 770/998-0500 Janet Schiller, Assistant Vice Psychiatric Solutions, Inc., Uncommon knowledge of President, [email protected] expertise and its leadership in www.dodgecommunications.com digital media, Coyne PR pres- AmSurg Corp., America marketing to women ents a superior agency that can Brad Dodge, President and CEO Service Group, Inc., PHS Coyne PR is one of the lead- fulfill the complete needs of Correctional Healthcare and 830 Third Ave. New York NY 10022 ing independent full-service companies in the healthcare Dodge Communications pro- LifePoint (Danville Regional 212 485 6800 public relations firms in the space. vides integrated marketing and Medical Center). [email protected] 34 OCTOBER 2010 4 WWW.ODWYERPR.COM Marina Maher Communications Full page 4/c ad O’Dwyers 9.10.10z octmagazine_Layout 1 10/5/10 4:56 PM Page 35 Geneticists now understand the 2.9 billion bits of DNA that make up the female genome. Understanding female Health and Well-Being takes a whole different kind of expert. Uncommon knowledge of marketing to women 830 Third Ave. New York NY 10022 212 485 6800 [email protected] Marina Maher Communications Full page 4/c ad O’Dwyers 9.10.10z octmagazine_Layout 1 10/5/10 4:56 PM Page 36 PROFILES OF HEALTHCARE & MEDICAL PR FIRMS their “mutual social responsibili- today’s healthcare companies and first cervical vaccine global mar- ty” efforts — thus building busi- organizations depend on the sci- kets to programs aimed at raising ness and society synergistically. ence and art of high-impact pub- awareness of global health issues, lic relations. From healthcare such as our work with the World reform to market access — regu- Health Organization on World FEINTUCH latory constraints to open dia- Hepatitis Day and with CDC’s COMMUNICATIONS logue on a global scale — compa- National Diabetes Education nies are confronted with complex Program. Fleishman-Hillard 245 Park Avenue, 39th Flr. issues. Fleishman-Hillard’s understands healthcare like no New York, NY 10167 healthcare practice — a global other agency. Whether our 212/808-4900 leader — has mastered the sci- clients’ needs are in the market- Fax: 212/808-4915 ence of decoding market com- ing, behavioral, regulatory or [email protected] plexities and developing solid political dimension, our health- www.feintuchcommunications.com www.ecpglobal.com communications strategies and care practice has the necessary the art of creating messages that expertise. Henry Feintuch, President have the power to deliver results. Jules Abraham, Vice President / We work in virtually every sector Managing Director, Healthcare & of the healthcare industry and GYMR PUBLIC Life Sciences represent research-intensive man- RELATIONS ufacturers, providers and related Jules Abraham, Feintuch Feintuch Communications is a organizations, as well as nonprof- 1825 Connecticut Ave., N.W. Communications Vice President strategic relations firm offering a it and government institutions and Suite 300 and Managing Director of the fully integrated approach to com- programs. This breadth of experi- Washington, DC 20009-5708 firm’s Healthcare and Life munications for healthcare/life ence is invaluable to our clients 202/745-5100 Sciences division. sciences companies which are because it means we provide Fax: 202/234-6159 public or looking to go public. counsel and strategy based on www.gymr.com We offer clients a combined half- solid relationships with the key century of experience in develop- players and on our deep under- Pattie Yu, Patrick J. McCabe, EDELMAN Sharon M. Reis, Partners ing and implementing successful standing of the nuances of the Karen Waller, Becky Watt healthcare and life sciences pub- market, legislative and regulatory Knight, SVPs 250 Hudson Street lic and investor relations pro- arenas. Virginia Bader, Michael Warner, New York, NY 10013 grams for pharmaceutical, Global Reach, Targeted VPs 212/768-0550 biotech, device, diagnostic and [email protected] Execution. www.edelman.com services companies of all types Our healthcare practice spans Celebrating its 12th year, and sizes. the globe with more than 350 GYMR (Getting Your Message Nancy Turett, Global President, We create holistic programs communications professionals, Right) is a Washington, D.C.-based Health that address the broad range of joined together with a common public relations agency that pro- healthcare company needs –smart goal of building and executing vides health/healthcare clients with With depth in health and product, corporate and financial breakthrough programs that have strategic communications that cap- healthcare, global experience and communications; strategic media a measurable impact on clients’ italize on the dynamics unique to involvement in all major indus- relations; and fully integrated business objectives. Our team is Washington. GYMR’s unique tries, mastery of multiple commu- investor relations programs. Our comprised of communications strength is the background of its nications channels and expertise team is also expert in issues man- specialists with diverse back- team — associations, foundations, in building trusting relationships agement as well as helping com- grounds including former phar- government, advocacy, corpora- with the full spectrum of business panies traverse the FDA process. maceutical product managers, tions and nonprofit organizations stakeholders, Edelman has helped Current and recent client experi- clinical research associates, — who execute strategies that many of the world’s leading ence includes SMARTBiotech health policy experts, pharmaceu- include image and alliance build- health organizations and brands (Israel), Maxine Morgan tical industry analysts, healthcare ing, public education campaigns grow, evolve and thrive. We also Eyewear, Oculus Innovative journalists, providers, pharma- and media relations to harness the have stood side-by-side with Sciences, ProMetic Biosciences, cists and medical education spe- formidable forces of Washington organizations in other industries Fox Insurance Company, LCA cialists, to name just a few. and produce successful results. as they embarked on not just new Vision, Nastech/MDRNA, Fleishman-Hillard is one of the The agency has counseled trade programs or platforms, but on Synvista Therapeutics, Delcath, few agencies with truly global associations, health voluntaries, new business models that took RadMD and ICOS Corporation. capabilities in the healthcare coalitions, foundations, corpora- them into the health arena. arena, even in emerging markets tions, federal and state agencies Key to our successful health FLEISHMAN- for healthcare business like and nonprofit groups. engagement initiatives with Russia, India and China. Through Clients include: American clients is the multi-disciplinary HILLARD our global healthcare practice Academy of Family Physicians, team we assemble for each proj- group, we have regular communi- American College of ect, including specialists in 200 N. Broadway Street cations among healthcare leaders Neuropsychopharmacology, health, corporate reputation, St. Louis, MO 63102 on six continents — sharing best American Society of Nephrology, social responsibility and media 314/982-1700 practices, new techniques, indus- American Psychiatric Association, (traditional and social) as well as Fax: 314/982-8642 try learnings and breaking trends. Arthritis Foundation, Bravewell www.fleishmanhillard.com DJE Science (a specialty unit An unprecedented 90 percent of Collaborative, Campaign for partnering with science-intensive John Graham, Chairman our clients are served by multi- Tobacco Free Kids, Digestive businesses and organizations) and Dave Senay, President & CEO office account teams. Disease Week, Markle Foundation, BioScience Communications (our Michael Rinaldo, Managing Relevant Expertise. McArthur Foundation, Mental full-service medical communica- Director, Global Healthcare Client Our healthcare work has Health America, National tions company). In addition, our Relations ranged from drug launches for Association of Children’s “good purpose” approach to mar- major pharmaceutical companies, Hospitals and Related Institutions, keting brings companies, brands, Facing more challenges and to public policy influencing pro- National Association of Public customers and publics together in competition than ever before, grams such as introducing the Hospitals, National Association of 36 OCTOBER 2010 4 WWW.ODWYERPR.COM octmagazine_Layout 1 10/5/10 4:56 PM Page 37 PROFILES OF HEALTHCARE & MEDICAL PR FIRMS Social Workers, National Institutes jacobstahl has a unique struc- We are a team of former jour- of Health, Research!America, ture drawing on an alliance with nalists, political operatives and Robert Wood Johnson Foundation, HEALTHSTAR PR Vivaldi Partners, a brand strate- healthcare marketers who have Society for Healthcare gy consulting firm with offices built and run 150+ healthcare Epidemiology of America, The 112 Madison Ave, 12th Floor in NY, Europe, Asia and Latin campaigns on behalf of hospitals Michael J. Fox Foundation for New York, NY 10016 America, together with a world- across the U.S. Parkinson’s Research, The Vision 212/532-0909 wide network of professionals Council and University of www.healthstarpr.com with expertise in specific areas California at San Diego. of public relations and marketing JFK Erinn White, President & CEO communications support. This COMMUNICATIONS Greg Tarmin, General Manager business model ensures the HAGER SHARP agency always provides clients INC. INC. HealthStar PR (HSPR) is a with experienced, senior staff full-service agency dedicated to support and account team stabil- 5 Independence Way health care communications for Princeton, NJ 08540 1090 Vermont Ave., NW ity. consumer and professional audi- 609/514-5117 Washington, DC 20005 Agency capabilities range www.jfkhealth.com 202/842-3600 ences, including support for pre- from communications strategy Fax: 202/842-4032 scription and consumer health and execution across the brand John F. Kouten, CEO www.hagersharp.com products, devices and diagnos- lifecycle, creative partnerships David Avitabile, President tics, biotechnology, managed with third party organizations, David Patti, Vice President Garry Curtis, President care, medical/research institu- pull-through with managed mar- tions and third-party advocacy kets including retail, multi-cul- Operating in the heart of the Celebrating 37 years, Hager groups. tural audience outreach, and full region known as “the Medicine Sharp Inc. provides communi- Winner of numerous industry integration with all agency part- Chest of the World,” JFK cations and public relations awards including 2 PRSA Silver ners including DTC, HCP and Communications is an independ- services to clients who want to Anvils and Gold Sabre Awards, online. In addition, jacobstahl ent healthcare public relations make a difference in health HSPR’s mission is to drive com- has handled numerous sensitive firm that partners with specialty communications. Firmly rooted mercial results through synchro- issues requiring well-coordinat- pharmaceutical, biotechnology, in social marketing and behav- nized advocacy and media activi- ed and well-messaged internal and medical technology compa- ior change theory, Hager Sharp ties that support clinical, regula- and external communications. nies. is a leader in national health and tory, marketing and brand mile- What makes jacobstahl spe- Our team of seasoned profes- public information programs. stones, working in an integrated cial, according to its long-term sionals has held senior-level com- Hager Sharp, an employee- fashion with medical education, clients, is the level of everyday munications positions at leading owned firm, delivers highly per- promotion and direct-to-con- senior management attention and global pharmaceutical companies sonal service and creativity in sumer advertising to maximize service provided. Another dis- and major healthcare public rela- strategic planning, design and share-of-voice. tinctive feature of the agency is tions and medical communica- implementation of award-win- HSPR is part of HealthStar its strong endgame orientation, tions agencies both in the US and ning national health media cam- Communications, one of the consideration of field sales Europe. paigns, often concentrating on largest independent healthcare needs, and commitment to JFK Communications helps multicultural outreach. We are marketing services networks in ensuring its campaigns con- clients navigate the increasingly partners with our clients in a the world. tribute to their clients’ business complicated healthcare landscape. full-circle approach to changing objectives. We know the complex data, regu- behaviors so people can lead JACOBSTAHL, INC. latory issues, product safety, healthier lives. patient advocacy, cost pressures, Current health clients www.jacobstahl.com JARRARD PHILLIPS and other challenges our clients include: National Institute of CATE & HANCOCK, face every day. Appreciating these Diabetes and Digestive and Sandra Stahl, Partner challenges, how they affect each Kidney Diseases (NIDDK); 212/517-8737 INC. other, and how to address them is Office on Women’s Health; [email protected] a task that requires equal measures Annie E. Casey Foundation’s The Horse Barn @ Maryland Farms of experience and skill. KIDS COUNT; and President’s Jeremy Jacob, Partner 219 Ward Circle, Suite 3 At JFK Communications, we 917/864-0329 Brentwood, TN 37027 hire the best people—people who Cancer Panel. [email protected] These health campaigns 615/254-0575 bring different perspectives to our include a full range of commu- www.jarrardinc.com team, shaped by their career expe- nications support comprising jacobstahl is a full service riences and their diverse back- audience research, message public relations firm specializing David Jarrard, President & CEO grounds. We deliver communica- development, engaging part- in the development and execu- tions and therapeutic area expert- ners, producing targeted mate- tion of communications efforts Jarrard Phillips Cate & ise, creativity, and, in the highly rials for healthcare profession- that rely on a combination of lis- Hancock is a healthcare public regulated healthcare environment als, the media and the public — tening, strategic and creative affairs firm that helps leaders of in which we operate, a thorough especially at-risk audiences; excellence, fresh ideas and hospitals and healthcare understanding of how to do our generating media attention and unfettered enthusiasm to deliver providers navigate the toughest jobs ethically and within the regu- creating community networks. measurable success. The agency communications and political lations. partners’ global healthcare expe- challenges We help hospitals A few of our past and present The November issue of O’Dwyer’s will rience spans over 25 years and win when it counts. clients include: Becton Dickinson feature a company profiles section on includes assignments in most We help hospitals tackle and Company, GE Healthcare high-tech PR. therapeutic categories for lead- mergers and acquisitions, work- Medical Diagnostics, Johnson & ing pharmaceutical brands, med- force challenges, operational and Johnson, Novartis, Novo Nordisk, If you would like your firm to be listed, ical devices and diagnostics as clinical crises, issue manage- PharmaNet Development Group, contact Editor Jon Gingerich at 646/843- well as communications support ment, grassroots mobilizations, Prometheus Laboratories, Tobira 2080 or [email protected] for start-ups and non-profit troubling competitors, and state Therapeutics, and TopoTarget organizations. and local politics. USA, Inc. OCTOBER 2010 3 WWW.ODWYERPR.COM 37 octmagazine_Layout 1 10/5/10 4:56 PM Page 38 PROFILES OF HEALTHCARE & MEDICAL PR FIRMS recruiting, physician office com- across 20 states and five countries. 212/508-9600 munications, patient and communi- LE&A Health Care specializes in [email protected] JONES PUBLIC ty relations, employee communica- making complex communications www.makovsky.com AFFAIRS tions, grassroots advocacy cam- clear, consistent and relevant — She votes with her thumbs, paigns and crisis planning and across key sectors and therapeutic Ken Makovsky, President & CEO Gil Bashe, EVP, Health 1420 K Street, N.W., Suite 1050 management. KVBPR’s spectrum areas, multiple products and tech- Frank Ovaitt, EVP, Research and her social network follows her lead. Washington, DC 20005 of experience includes programs nologies, and all business life and Measurement 202/591-4000 for such clients as BlueCross cycles. Tim Kane, EVP, Branding + Fax: 202/591-4020 BlueShield of Tennessee, Hospital Our corporate, global agency Interactive Where does she stand on your issues? [email protected] Alliance of Tennessee, Nashville and Wall Street veterans have been Kristie Kuhl, SVP, Health www.jonespublicaffairs.com Health Care Council and Pfizer on the inside, working in sync with Carrie Jones, Principal and Inc., among others. the C-suite, sales & marketing, Founded 30 years ago, Managing Director legal, HR and regulatory. From Makovsky + Company is noted for We can get you there. Berna Diehl, Senior Vice large-scale, integrated campaigns its “power of specialized thinking,” President KOVAK-LIKLY to crisis management, advocacy the driving force behind an agency- Kathy Wahlbin, Senior Vice COMMUNICATIONS relations and other specialized proj- wide focus on clients, products and President ects, LE&A Health Care helps issues requiring a high level of cate- Jennifer Rodriguez, Vice 23 Hubbard Road organizations communicate more gory understanding and professional President Wilton, CT 06897-3045 effectively to all key stakeholders experience. Makovsky + Company 203/762-8833 in the complex, rapidly evolving brings product support and issues As one of the fastest growing Fax: 203/762-9195 health care arena. management to new engagement healthcare communications com- [email protected] levels. The secret to success is in panies, Jones Public Affairs (JPA) www.KLCpr.com aligning opinions through media, applies the power of “influencer LAVOIE GROUP Bruce M. Likly, Principal advocacy and policy efforts. Value relations” to reach the stakehold- Elizabeth D. Likly, Principal — of innovation and brand — is ers who drive change. The key to 10 Derby Square Salem, MA 01970 recast by social media, and ensuring our success is providing our Kovak-Likly Communications 978/745-4200 science and patient concerns are clients with tailored account is a leading, independent public [email protected] addressed clearly become more teams, comprised of seasoned relations and marketing commu- www.lavoiegroup.com challenging. Makovsky leaders are communications specialists, to nications firm focused on the renowned experts in issues manage- expertly navigate five healthcare Donna LaVoie, President & CEO ment, policy, advocacy and product pharmaceutical, biotech and med- Cindy Miller, VP, Product and domains: media, advocacy, poli- ical technology industries. communications. Our approach cy, key opinion leaders and digital Marketing Communications Kovak-Likly distinguishes Carey Pilato, VP, Public Relations works. Makovsky Healthcare media. itself from other public relations Practice maintains a significantly JPA is a woman-owned agency agencies, by providing marketing high client-retention rate. with a track record for designing LaVoie Group provides senior- counsel above and beyond public level strategic counsel and tactical 2010 clients include: Abbott, and implementing strategic, relations activities. AcelRx, Alexion, Bausch & Lomb, results-focused campaigns for implementation of integrated com- Kovak-Likly’s industry and munications programs designed to Cephalon, Covidien, H. D. Smith, non-profit, pharmaceutical and public relations experience Ipsen, Johnson & Johnson, King government clients. properly position, create visibility enables the team to solve their and drive value for each client. We Pharmaceuticals, Kowa Whether you want to reach clients’ most challenging busi- Pharmaceuticals, Merck, Neoprobe, consumers, policy makers or have partnered with leading life sci- ness problems; making Kovak- ences brands to build their compa- sanofi-aventis, Shionogi, medical professionals, JPA can Likly trusted advisors and part of Scleroderma Foundation and help you expand your influence nies, attract capital, and reach cor- your corporate marketing team. porate partners, patients, and physi- Tercica. and meet your communications Kovak-Likly has successfully goals. cians through integrated communi- formed close working relation- cations and outreach programs. We MARINA MAHER ships with a select number of work globally and represent our KATCHER VAUGHN health care clients since 1985. clients to develop strategies and COMMUNICATIONS Together, we will strengthen implementation of corporate and/or (MMC) HEALTH & BAILEY PUBLIC your voice in the marketplace.™ product programs. Our clients are RELATIONS emerging and leading global brands AND WELL-BEING LAMBERT in the life science sector, such as 401 Church St., Suite 2100 sanofi-aventis, Vertex 830 Third Avenue Nashville, TN 37219 EDWARDS & Pharmaceuticals, Pfizer, and Invida New York, NY 10022 212/485-6800 615/248-8202 ASSOCIATES Pharmaceutical Holdings Pte. [email protected] In 2009, LaVoie Group was www.mahercomm.com www.kvbprhealthcare.com 47 Commerce Avenue selected for two industry awards www.twitter.com/KVBPRhealth including the coveted Impact Marina Maher, President Grand Rapids, MI 49503 Diana Littman Paige, Managing 616/233-0500 Award for “Best Industry-Exclusive Director/Health & Well-Being At KVBPR (Katcher Vaughn & Fax: 616/233-0600 Agency,” sponsored by the League Practice Director be there. Bailey Public Relations), we have www.lambert-edwards.com of American Communications Megan Svensen, EVP/Business the inside perspective on health- Professionals (LACP) and the Bell Development care. With evolving technology, an Founded in 1998, Lambert Ringer merit award for corporate Debra Gaynor, Chief Business ever-changing reimbursement Edwards & Associates (LE&A) has identity by the New England Strategist environment and increased market- grown rapidly to become an award- Publicity Club. Michele Schimmel, Managing ing competition, the healthcare winning top-75 public relations and Director/Health & Well-Being industry faces distinctive commu- top-25 investor relations firm nications challenges. Our award- nationally. With offices in Detroit, MAKOVSKY + The unchallenged expert in mar- www.fleishman.com winning track record includes Lansing and Grand Rapids, LE&A COMPANY keting to women, MMC Health & strategically planning and imple- serves more than 110 clients — Well-Being has a deep knowledge menting expansion projects, busi- from small- and middle-market 16 East 34th Street ness development, professional companies to national brands, New York, NY 10016 0Continued on page 40 38 OCTOBER 2010 4 WWW.ODWYERPR.COM octmagazine_Layout 1 10/5/10 4:56 PM Page 39 She votes with her thumbs, and her social network follows her lead. Where does she stand on your issues? We can get you there. be there. www.fleishman.com octmagazine_Layout 1 10/5/10 4:56 PM Page 40 PROFILES OF HEALTHCARE & MEDICAL PR FIRMS pharmaceutical manufacturer, a organizations. Current clients technology intersect. We work MARINA MAHER statewide coalition of healthcare include Merck, Genentech, CSL with healthcare and pharmaceutical 0Continued from page 38 professionals, medical practice Behring, MannKind Corporation, organizations, but also with tech- groups and individual physicians. Qforma, Scerene Healthcare and nology leaders, which means that Together with our Public Affairs the Head & Neck Cancer Alliance. not only does Merritt Group have of consumers, giving us a creative practice, our Healthcare group is isolated experience in the markets edge over traditional healthcare PR knowledgeable about consumer MERRITT GROUP of healthcare and technology, but agencies. We make medicine, concerns and public policy discus- our client work has allowed us to sions involving senior care issues, blend those disciplines into a health and science relevant to Northern Virginia Office patients, physicians and influencers health insurance benefits, prescrip- 11600 Sunrise Valley Dr., Ste. 320 unique expertise in Healthcare by bringing together the best of key tion costs and importation, home Reston, VA 20191 Tech. disciplines: expertise in consumer care, Medicare and Medicaid 703/390-1500 marketing and grounding in scien- strains and other high-impact sub- www.merrittgrp.com MS&L GROUP tific and industry knowledge. jects. Our areas of expertise include California Bay Area Office MMC Health & Well-Being sup- 201 Mission St., Suite 2350 1675 Broadway, 9th Floor ports investigational, new and public relations counsel, media relations, media training, reputation San Francisco, CA 94105 New York, NY 10019 mature products, publicizes clinical 415/247-1667 212/468-3115 and regulatory milestones, and management, speech writing, inter- [email protected] develops consumer education cam- active marketing, public affairs, www.mslworldwide.com employee relations, special events, Ben Merritt, Founder & CEO paigns. We are the PR agency that Alisa Valudes, Executive VP, recently launched Novo Nordisk’s branding and graphic design and Partner Jeanine Okane, North America newest diabetes treatment Victoza®, adversity communications. Thomas Rice, Senior VP, Partner Director of MS&L Healthcare which exceeded initial sales projec- Jayson Schkloven, VP of During these unprecedented tions; VisionCare’s CentraSight™, Strategic Services, Partner MCS HEALTHCARE John Conrad, VP, Partner times within the healthcare indus- capturing attention from national Laura Martin Feinberg, try, MS&L Healthcare believes that media such as ABC’s “World News PUBLIC Healthcare Practice Director the current environment is the per- Tonight,” USA Today and the RELATIONS fect opportunity to transform how Washington Post that generated our clients do business. Today’s product inquiries nationwide; and Merritt Group is a nationally rec- 1420 State Highway 206 communications landscape is a Kimberly Clark’s U by Kotex®, ognized marketing communica- Bedminster, NJ 07921 relentless web of non-stop chatter driving widespread coverage in pop tions agency with offices in 908/ 234-9900 and sharing across multiple social culture media and more than 1.5 Washington, DC and San www.mcspr.com networks. Crafting and managing a million women to start a new con- Francisco, CA and partners world- unified narrative for multiple audi- versation about feminine care. wide. Our team is comprised of ences and channels has never been The practice is led by Diana Joe Boyd, CEO more than 30 professionals includ- more difficult, particularly in the Littman Paige. We were awarded Jeff Hoyak, President ing former journalists, analysts, healthcare space — one of the most new business in the past year, Todd Forte, Executive VP marketing and PR practitioners and discussed topics both on- and including Children’s Advil from designers. With deep roots in tech- offline. What works now are real- Pfizer, an investigational epineph- Creativity: As an independent nology, our expert staff of strate- time conversations. Content has rine auto-injector from sanofi- healthcare public relations agency, gists, writers and designers work shifted from being professionally aventis, and adult and feminine MCS is recognized for its strategic hand-in-hand with our clients’ produced, monitored and con- care brands from Kimberly-Clark. focus, creativity and knowledge of communications and marketing issues affecting the pharmaceutical teams to ensure that all campaigns trolled to now being generated by industry. From developing innova- are tightly integrated with existing consumers. The new reality is that MARX LAYNE & tive consumer awareness cam- business objectives and directly consumer-generated content can paigns to helping effect change in support the goals of the organiza- appear in any place at anytime. We COMPANY the way medicine is practiced, tion. create, produce and manage con- We apply our expertise in tradi- tent for distribution across all chan- 31420 Northwestern Highway MCS, over a quarter-century of Suite 100 operations, has gained medical tional PR, digital and creative mar- nels to fully engage in the conver- Farmington Hills, MI 48334 communications experience in vir- keting communications services sations consumers are having. 248/855-6777, ext 105 tually every therapeutic category. across six market-specific practice MS&L Healthcare is uniquely posi- [email protected] Service: Our services include groups: Healthcare, Government, tioned to guide clients through the www.marxlayne.com product and corporate communica- Enterprise Software, Information continually evolving world of audi- tions, issues management and crisis Security, Communications & ence engagement. Michael Layne, Partner communication; media relations Networking and Energy & and media training; advocacy rela- Cleantech. We counsel our clients NYHUS Since 1987, our Healthcare tions; business-to-business PR, and on best practices in communicating group has provided communication social media counsel. MCS also with audiences through traditional COMMUNICATIONS and marketing support to pharma- conducts programs and media cam- mediums as well as online channels ceutical companies, insurance com- paigns in Europe through a network where ideas, content and opinions LLC panies, healthcare facilities and of partner agencies. are freely exchanged in collabora- medical groups by applying a tive open environments. 1525 Fourth Avenue, Suite 400 Results: While the needs of each Seattle, WA 98101 strategic array of communication client differ, the fundamentals of The healthcare market has always 206/323-3733 tools and extensive experience. creative conception, strategic plan- thrived on innovation, whether in www.nyhus.com Our account team includes exec- ning, professional execution and research, medicine, drug discovery, utives with extensive healthcare results that return the client’s biotech or life sciences. With its Roger Nyhus, President & CEO marketing backgrounds. We work investment define every project. comprehensive understanding of Sally Poliak, COO regularly with trade, print and Since its founding in 1985, MCS the market and relevant issues, Megan Kahn, Vice President of broadcast journalists covering a has worked with the world’s lead- Merritt Group’s Healthcare team Public Relations broad range of health issues. Our ing pharmaceutical and biotechnol- has worked with clients across the experience includes work with the ogy companies, as well as medical health-technology spectrum. We Nyhus Communications is a state’s largest hospice, a global professional and patient advocacy understand where healthcare and smart, creative and connected 40 OCTOBER 2010 4 WWW.ODWYERPR.COM octmagazine_Layout 1 10/5/10 4:57 PM Page 41 PROFILES OF HEALTHCARE & MEDICAL PR FIRMS strategic communications and engage with stakeholders in the Winner by the Pittsburgh across the industry are in need advocacy firm focused on serving healthcare community and help Business Times. of sound consultation, honest innovative global enterprises. patients understand and act upon advice, and a team of experts Using the latest ideas, tools and new information related to their that deliver results. That’s why technologies, Nyhus delivers cre- health and well-being. We offer PCI so many healthcare institutions ative strategies, extraordinary clients a full-range of services, have turned to Peritus. We Partner in The Worldcom Public service and meaningful results. including product communica- Relations Group know healthcare. Our expertise Fully-integrated public relations, tions, social marketing, con- 1 E. Wacker Drive extends to all sectors: from hos- public affairs and social media sumer health, issues manage- Chicago, IL 60601 pitals, doctors, pharmaceuticals programs provide comprehensive ment, interactive media, public 312/558-1770 and insurers to non-profit communications and advocacy policy, corporate and executive Fax: 312/558-5425 patient advocacy groups and campaigns and seamless brand visibility, and third-party rela- [email protected] awareness campaigns. Having a support. Nyhus produces world- tionship building. We enjoy and www.pcipr.com hand in all sides of the health- class work and builds long-lasting are passionate about our work, care equation means we provide partnerships, serving as a valu- and thrive on finding solutions Dorothy Oliver Pirovano, CEO an industry-wide perspective on able extension of our clients’ for today’s challenging business our clients’ communications teams. needs in the healthcare sector. With clients from advocacy needs. We know the players. We Nyhus partners with a diverse Headquartered in New York, organizations and medical and know the issues. We know how range of national and interna- we partner with clients through- allied health associations to Fortune to connect the dots. We know tional industry leaders across out the world from our offices in 100 corporations and start-ups; how to win; we’ll take it from global health, healthcare, life 60 markets across North pharma, device manufacturers, here. science, technology, non-profit America, Europe, Asia, biotechs and hospital suppliers; hos- and lifestyle industries. Marquee Australia, Latin America and pitals and health systems; retail; RED SKY PUBLIC clients include: Seattle Africa. accrediting agencies; payers and BioMedical Research Institute, consultants, PCI knows healthcare RELATIONS Washington D.C.-based PASCALE audiences first-hand. We under- PhRMA, the Washington stand what makes them tick and 518 South 9th Street, Suite 300 Biotech and Biomedical COMMUNICATIONS know the words that will resonate Boise, ID 83702 Association, the Government of and prompt engagement. 208/287-2199 The State of Victoria, LLC For nearly all of our 47 years, www.redskypr.com Australia/City of Melbourne and PCI has had a concentration of Washington Global Health 430 Devonshire Street health care clients; today it repre- Jessica Flynn, President & CEO Pittsburgh, PA 15213 Alliance, a coalition to enhance sents more than half of our business. Steph Worrell, CSO & Healthcare 412/526-1756 Practice Group Leader and expand Washington’s global [email protected] Healthcare is an international prac- health impact and showcase the www.pascalecommunications.com tice for us — 20+ national and Pacific Northwest region’s role international medical and dental Healthcare companies and as a leading center for global Georgette Pascale, President associations; a growing network of associations transform lives on health activities. cancer treatment centers; start-ups a daily basis. Red Sky’s health- A virtual PR firm, Pascale looking for visibility; university care team has a deep under- Communications, LLC (PC) health systems. We launch products standing of this complex indus- OGILVY PUBLIC truly knows the pharmaceutical and manage lifecycle communica- try, and our global collaborative RELATIONS and medical device market- tions; run consumer awareness and community relationships ensure place. A focus solely on health- screening programs on a turn-key that our clients have a strong WORLDWIDE care PR, coupled with our abili- basis; develop professional relations voice in the worldwide dialogue ty to cultivate and maintain rela- campaigns designed to draw refer- about healthcare and its evolv- 636 11th Avenue tionships with the people that rals; create and manage social ing role. We know that the New York, NY 10036 212/880-5364 matter most, is what differenti- media platforms including efficient healthcare business is con- [email protected] ates PC from other firms. online newsrooms and content-rich sumer-driven and today’s world www.ogilvypr.com With combined backgrounds websites. demands transparency and in medical writing, event plan- More than 80 percent of our new accountability. Red Sky helps Kate Cronin, Managing Director, ning, trade/consumer public business comes through referrals organizations strategically com- Global Healthcare relations, social media and inte- and personal recommendations of municate in this highly-regulat- grated marketing campaigns, our clients; more than 50 percent of ed, dynamic and competitive Ogilvy PR is a recognized our team understands the intri- our health care clients have stayed environment — where the land- trailblazer in communications, cacies of a well run pharmaceu- with us five years or more (with a scape evolves rapidly. Red supporting clients in virtually tical and medical device brand. number topping 20 years). Sky’s expertise includes work- every sector of the healthcare With extensive knowledge of Our staff knows healthcare — ing collaboratively with health industry. Our clients are the the medical industry, the team at inside and out. Our clients benefit. insurance corporations, regional world’s top pharmaceutical, Pascale Communications gar- medical centers, community biotech and medical technology ners press results beyond our hospitals, health technology companies, the nation’s princi- clients’ expectations. PERITUS companies, cosmeceutical man- pal public health agencies and In 2010, PC has embraced ufacturers and social web plat- the industry’s foremost opinion- projects across new subspecial- 200 S. Fifth Street, Suite 503 forms focused on health com- leading advocacy organizations. ties including dermatology, aes- N. Louisville, KY 40205 munities. This specialized At our core is the drive for thetic surgery, and neurology 502/585-3919 knowledge is bolstered by www.perituspr.com unmatched creativity instilled by among others. decades of crisis and corporate David Ogilvy, the founder of our Pascale Communications is communications experience firm. also proud to congratulate Tim Mulloy, CEO blended with a keen understand- Every day, we help many of Georgette Pascale on the recog- ing of the evolving opportuni- today’s most important therapies nition as the WSBA “Pittsburgh As healthcare continues to be ties offered as communication build a strong reputation and a Businesswoman of the Year” as one of the most pressing state becomes more democratized solid market share. We actively well as a 2010 Diamond Award and national issues, clients than ever before. OCTOBER 2010 3 WWW.ODWYERPR.COM 41 octmagazine_Layout 1 10/5/10 4:57 PM Page 42 PROFILES OF HEALTHCARE & MEDICAL PR FIRMS nationally. We represent a spec- trum of healthcare clients from pharmaceutical companies, hospi- RUDER FINN tals, healthcare associations, med- 301 East 57th Street ical products companies, medical New York, NY 10022 technology firms and medical 212/593-6400 professional groups. Our health- www.ruderfinn.com socialactivation care practice includes consumer and patient education, patient Susan Goldstein, Managing advocacy, healthcare consumer Director, Global Health Care technology, hospital and universi- Practice ty specialty services. Our suc- cessful campaign helped to pass a As one of the recognized indus- dollar-a-pack tax on cigarettes on try leaders in providing global, behalf of healthcare interests. national and regional communica- tions services to pharmaceutical and biopharmaceutical corpora- ROSICA PUBLIC tions, medical device companies, RELATIONS trade associations and non-profit organizations in the healthcare sec- 95 Route 17 South, #109 tor, Ruder Finn Health Care, head- Paramus, NJ 07652 quartered in New York, brings to 866/843-5600 our clients practice managers with Ron Sachs Communications’ senior staff and firm partners (L-R): Fax: 201/843-5680 diverse experience in such fields as Ryan Banfill, Senior Vice President, Michelle Ubben, Chief [email protected] viral marketing, social networking, Operating Officer, Ron Sachs, President/CEO, Alia Faraj-Johnson, www.rosica.com journalism, internal communica- socialstorytelling Executive Vice President. www.theauthenticbrand.com tions, managed markets, entertain- Christopher Rosica, CEO ment, hospital marketing, social practices in corporate wellness, Susan Youdovin, EVP, work, government relations, public knowing what incentives work Healthcare Division policy, and patient advocacy. Our REVIVE best, and involving medical pro- Kathryn Kempf, SVP, Healthcare philosophy is rooted in hands-on Division fessionals when it counts. Revive senior management on all account 915 Saint Vincent Avenue Santa Barbara, CA 93101 works with companies who help Since 1980, Rosica Public teams, with relevant specialists 805/248-7424 people avoid poor lifestyle choic- Relations, a national firm, has a engaged from all levels across our [email protected] es, improve their health, and well-earned reputation for deliv- global network. jt@revivepublicrelations avoid serious illness to improve ering results for healthcare Along with extensive expertise www.revivepublicrelations.com their quality of life. Health and clients. Rosica combines the in launching, promoting and brand- wellness in the U.S. are on this resources and depth of talent of a ing first-in-class drugs and lifesav- Brandon Edwards, President & trajectory, and Revive and our large agency with the personal- ing treatments, Ruder Finn special- Founder clients are focused on solutions to ized attention of a boutique firm. izes in addressing lifestyle issues Joanne Thornton, SVP & the issues that face health care The Rosica senior-level team, and regularly works with associa- Founder providers, employers, and con- including Chris Rosica, Kathy tions and clients on partnerships to sumers alike. Carliner, Kathryn Kempf and establish innovative platforms and Named New Agency of the Susan Youdovin, has earned the break new ground in communicat- Year in 2010, Revive has quickly trust of clients and colleagues at ing branded and non-branded socialnetworking grown to be one of the largest RON SACHS global pharmaceutical, health- information. Our media approach healthcare focused PR firms. COMMUNICATIONS care technology, life sciences, and strategies consistently produce Revive has earned a special animal health, OTC, medical front page, high-visibility cover- expertise in managing “life 114 S. Duval Street device, B2B and consumer age, and journalists rely on us for events” for Health Services organ- Tallahassee, FL 32301 health product companies. accurate and transparent news and izations such as payor contract 850/222-1996 Rosica has strong credentials information. issues, rebranding, litigation sup- Fax: 850/224-2882 in areas important to healthcare: Ruder Finn also has a demon- port, crisis communications, union www.ronsachs.com product launches; public affairs, strated track record of conducting organizing and strikes, M&A, new including disease awareness, high-impact wellness campaigns service lines, and affiliations. Ron Sachs Communications is patient advocacy, policy support addressing OTC medicines, skin- Revive’s national footprint in one of the top three full-service, and community relations; media care products, food and nutrition Health Services includes hospitals independent PR firms in Florida, relations, both traditional and issues, and products/services to and health systems, physician with unparalleled relationships in online; corporate communica- promote exercise and weight organizations, ASCs and LTACs, government, media, non-profit tions including crisis and issues loss. Clients include Novartis, specialty providers, diagnostics and advocacy organizations. We management; social responsibili- Merck, Bristol-Myers Squibb, and health care IT. specialize in strategic communi- ty programs and cause market- AstraZeneca, Solvay, Forest Beyond the core of health serv- cations and issues, crisis and rep- ing. Laboratories, Schering-Plough, ices, Revive tackles the most chal- utation management. Our award- The team’s clients over the Vertex, Guardian, Baylor rfrelate@ruderfi nn.com lenging issues in Healthy Living. winning agency has in-house pub- years have included decade-long College of Medicine, St. Jude Revive’s specialized practice tack- lic relations, advertising, social relationships with global pharma, Children’s Research Hospital, les the convergence of healthcare media, digital and video capabili- medical technology, animal the Intercultural Cancer Council; and wellness, disease manage- ties, producing innovative and health and life sciences compa- and New York Blood Center. ment, prevention, nutrition, and customized solutions that help our nies; a national healthcare indus- Ruder Finn maintains offices in fitness. There’s a difference clients achieve their objectives. try association; and makers of Chicago, Los Angeles, New York, between having experience with With offices in Tallahassee and products important to family San Francisco, Washington, healthy living and faking it. That Orlando, the firm represents health, hygiene and infection pre- 0Continued on page 44 means staying current on best clients in Florida, regionally and vention. The Americas • Europe • Asia Pacific • Middle East www.ruderfinn.com 42 OCTOBER 2010 4 WWW.ODWYERPR.COM octmagazine_Layout 1 10/5/10 4:57 PM Page 43 socialactivation socialstorytelling socialnetworking rfrelate@ruderfi nn.com The Americas • Europe • Asia Pacific • Middle East www.ruderfinn.com octmagazine_Layout 1 10/5/10 4:57 PM Page 44 PROFILES OF HEALTHCARE & MEDICAL PR FIRMS The firm’s Boston-area headquar- message development, media and ters in Waltham, Mass. and office community relations, thought in downtown San Francisco leadership, strategic partnerships, remain co-hubs for U.S.-focused and issues management. Clients engagements. Schwartz’s acquisi- include: Atrius Health, Harvard tion of Hayhurst Media in Vanguard Medical Associates, 2009 significantly bolstered its DentaQuest, Fallon Clinic, the U.K. presence and capabilities, International Society for while complementing its growing Infectious Disease, the Mass Stockholm office. The agency Medical Society and the New orchestrates a growing volume of England Journal of Medicine. global engagements. Schwartz campaigns this past year have encompassed cate- TBC gories including oncology, neu- 900 South Wolfe Street rology / CNS, cardiology, derma- Baltimore, MD 21231 tology, gastroenterology, 410/986-1303 endocrinology, nephrology, oph- www.tbc.us The Schneider Associates Leadership Team (left to right): thalmology, infectious disease, EVP/Partner Julie Hall, President Joan Schneider, COO/Partner Phil sleep disorders, vascular disease, Brent Burkhardt, Executive Vice Pennellatore. maternal-fetal medicine, meta- President and Managing Director bolic disease and musculoskeletal disorders. Our experienced health care or B2B products in the health and Representative clients include practice offers clients a team of RUDER FINN medical industries has made us a GE Healthcare, Kimberly-Clark senior-level counselors with trusted partner. Through our net- 0Continued from page 42 Health Care, EMD Serono, established contacts in the indus- work of Worldcom affiliates, we Accuray, Eurand, Micromet, try and among top-tier healthcare introduce products across the Abbott Point-of-Care, NanoBio, media at a national level and in London, Paris, and Jerusalem. Asia globe. Bioness, Osiris Therapeutics, more than 50 markets. We have Pacific offices include Sydney, Schneider Associates is a full Cepheid, Boston Scientific, developed fully integrated com- Beijing, Guangzhou, Hong Kong, service public relations firm spe- NxStage Medical, Leerink munications campaigns for asso- Shanghai and Singapore. The cializing in Launch Public ciations, start-ups, and public ® Swann, Spectranetics, Oslo agency also works with leading Relations . Clients include Zeo Cancer Cluster, VeroScience, companies that are re-shaping the independent affiliates in major Inc., Watermark Medical, and High Throughput Genomics, health care landscape. And we markets throughout the U.S., Sleep Innovations, among Calypso Medical, Resonant have helped raise the profile of Europe and Latin America. Ruder others. Learn more: www.schnei- Medical, Caliper Life Sciences key issues that affect patients and Finn is ranked No. 1 in New York derpr.com and West Pharmaceutical caregivers across the in revenues and staff size by the PR Services. country. Among our medical, trade newsletter, O’Dwyer’s, the SCHWARTZ health and nutrition clients, past agency serves the global and local and present, are: MinuteClinic, communications needs of more COMMUNICATIONS SOLOMON CVS Caremark Corporation, than 250 corporations and non- MCCOWN & SmartBalance, Genesis profit organizations. 230 Third Avenue HealthCare, The University of Waltham, MA 02451 COMPANY Maryland Medical System, The SCHNEIDER 781/684-0770 American Vascular Association, www.schwartz-pr.com 177 Milk Street, Suite 610 The Institute of Human Virology, ASSOCIATES Boston, MA 02109 Research!America, and the Steve Schwartz, CEO 617/695-9555 Bryan Scanlon, President American Geriatrics Society. 2 Oliver Street, Suite 901 [email protected] TBC was founded in 1974 and is Lloyd Benson, Executive VP, www.solomonmccown.com Boston, MA 02109 Healthcare Practice one of the largest independent 617/536-3300 Jim Weinrebe, Executive VP, agencies in the U.S. www.schneiderpr.com Helene Solomon, CEO Healthcare Practice Michal Regunberg, Vice Joan Schneider, President President TONIC Phil Pennellatore, COO/Partner Since 1990, the healthcare Julie Hall, EVP/Partner practice at Schwartz Massachusetts is poised to take North America Headquarters: Communications has helped the next step in health reform — One South Broad St., 12th Floor Whether you are repositioning medical device, pharmaceutical payment reform — and Solomon Philadelphia, PA 19107 your brand or planning the launch and biotechnology companies McCown & Company (SM&) is 215/625-0111 of a product or service – you want achieve their corporate and prod- pleased to represent clients that www.toniclc.com a partner who understands mission uct marketing goals with a stand at the center of the debate. critical business objectives. At renowned ability to distinctively Healthcare communications Global Headquarters: Schneider Associates, we excel at articulate client stories in a way requires understanding, packag- 22 Chapter Street the strategy development and that captivates journalists, social ing and disseminating complex London, SW1P 4NP implementation of launch cam- media participants and key stake- information to inform and moti- 44(0) 20 7798 9900 paigns for medical products and holders. vate critical audiences including Scott Clark, CEO devices. Our launch campaigns Regardless of geography, policy and opinion leaders, Maryellen Royle, President, educate, create interest, and drive Schwartz applies a Best Practices providers, media and the public. North America demand with both medical profes- approach that matches the ample SM& has a proven track record of helping healthcare sionals and consumers. SA clients resources and senior expertise of Tonic is where communica- organizations carry out their mis- range from entrepreneurial firms to a mid-sized agency to the needs tions come to life. Whatever the the nation’s largest corporations, of both clinical stage innovators sion through integrated commu- and our work launching consumer and established market leaders. nications programs, including 0Continued on page 46 44 OCTOBER 2010 4 WWW.ODWYERPR.COM octmagazine_Layout 1 10/5/10 4:57 PM Page 45 DIRECT MAIL LEADERS FOR OVER 20 YEARS THE MOST EXTENSIVE OFFERING OF SERVICES IN THE INDUSTRY... WE DELIVER ON YOUR DIRECT MAILING & PRINTING NEEDS 100% OF THE TIME. HOW CAN WE HELP YOU? DIRECT MAIL PRINTING ƵƚŽŵĂƟĐΘ,ĂŶĚ/ŶƐĞƌƟŶŐ ŝŐŝƚĂůΘKīƐĞƚWƌŝŶƟŶŐ /ŶŬ:ĞƚΘ>ĂƐĞƌĚĚƌĞƐƐŝŶŐ KŶĞͲƚŽͲKŶĞDĂƌŬĞƟŶŐ WƌĞƐŽƌƟŶŐ KŶͲƐŝƚĞƌĞĂƟǀĞĞƉĂƌƚŵĞŶƚ FULFILLMENT PRESS KITS WƌŽĚƵĐƚΘWĂĐŬĂŐŝŶŐ&ƵůĮůůŵĞŶƚ WƌĞƐƐ<ŝƚΘWƌŽĚƵĐƚƐƐĞŵďůLJ /ŶǀĞŶƚŽƌLJDĂŶĂŐĞŵĞŶƚ ͬsƵƉůŝĐĂƟŽŶΘDĂŝůŝŶŐƐ ^ƚŽƌĂŐĞΘtĂƌĞŚŽƵƐŝŶŐ WƌĞƐƐZĞůĞĂƐĞŝƐƚƌŝďƵƟŽŶ DATABASE TARGETER® ŽŵƉƵƚĞƌ^ĞƌǀŝĐĞƐ ƌŽĂĚĐĂƐƚ&ĂdžŝŶŐ NCOA ͲŵĂŝůdĂƌŐĞƟŶŐ WĞƌƐŽŶĂůŝnjĂƟŽŶͬsĂƌŝĂďůĞĂƚĂ DĞĚŝĂŽŶƚĂĐƚ^LJƐƚĞŵ 520 8th Avenue, 14th Floor New York, New York 10018 d͗ϮϭϮ͘Ϯϳϵ͘ϰϱϲϳͻ&͗ϮϭϮ͘Ϯϳϵ͘ϰϱϵϭͻǁǁǁ͘ůŽŐͲŽŶ͘ŽƌŐ octmagazine_Layout 1 10/5/10 4:57 PM Page 46 PROFILES OF HEALTHCARE & MEDICAL PR FIRMS launches, sustained awareness organizations and marketing and programs, disease awareness and public education fields, and has prevention, crisis management, successfully led campaigns advocacy group relations, health across a range of today’s most policy initiatives, scientific com- important health care issues, such munications, medical education, as reputation and national rank- and social media covering virtu- ings. ally all therapeutic areas from We have also executed media arthritis to oncology. and public affairs programs for Additionally, in a heavily regu- national health care industry lated industry such as healthcare, associations representing hospital Leading the Travel Industry having experts who understand systems, health plans, physicians the public policy, public health, and medical specialties. and regulatory issues affecting Whether providing opinion by Providing Professional the industry is invaluable. We research, branding and reputation provide strategic, full-service counsel for global pharmaceutical public relations and marketing companies or launching media Travel Services Since 1972 communications services. relations and marketing programs Lastly, we are extremely proud for federal agencies, foundations of being science-centric. Weber and coalitions, we have built a Shandwick’s unique Scientific solid record of influencing deci- Communications Group have sions in the healthcare market- become our “GPS System” help- place. ing our team and our clients to stay grounded on scientific data and support each claim with the WINNING strongest evidence based on the STRATEGIES body of studies related to that drug or condition. 550 Broad Street, Suite 910 Clients include American Newark, NJ 07102 Academy of Surgeons, Celgene, www.winningstrat.com CSL Biotherapies, Genentech, James McQueeny, Chairman Genzyme, Gilead, Merck, Pfizer, Courtenay Higgins, Senior Winning Strategies organized two breast cancer survivor ride days and sanofi-aventis. Partner on board the Horizon Blimp with Horizon Blue Cross Blue Shield of Weber Shandwick is the New Jersey and Susan G. Komen for the Cure Central and South nation’s first and only healthcare Whether it involves enhancing Jersey Affiliate. The blimp tour is just one of the many integrated communications agency to be an image, promoting an issue or products delivered to Horizon BCBSNJ. fully certified for promotional positioning a brand, Winning regulatory compliance in public Strategies develops, manages and relations by the Center for delivers effective and highly inte- Communication Compliance grated public education and com- TONIC WEBER (CCC). munications campaigns. • Business Travel Consultants Winning Strategies under- 0Continued from page 44 SHANDWICK WIDMEYER stands healthcare, the way that the public responds to healthcare • Strategic Meetings Management 919 Third Avenue challenge, Tonic Life New York, NY 10022 COMMUNICATIONS messages and the way that the Communications is dedicated to 212/445-8000 media covers healthcare. Its • Government Travel Contractors Locations: the pursuit of communications www.webershandwick.com 102 West 38th Street, 4th Floor healthcare practice has included excellence in the areas of New York, NY 10018 large and small hospitals, health 212/260 3401 North America LifeScience (prescription medi- Laura Schoen, President, Global insurers, pharmaceutical compa- • Over 200 Offices Worldwide Healthcare Practice [email protected] nies and a state health depart- cines and devices) and www.widmeyer.com LifeStyle (consumer health and ment. The firm helps its health- Middle East well-being brands). Whether it At a time when the healthcare C. Henry Engleka, Principal and care clients address public health • Competitive Online Booking is a breakthrough medicine, industry landscape is changing Managing Director, NY, Health crises, improve their image Europe medical device, or consumer almost daily, Weber Shandwick’s and Wellness among consumers, doctors and product, Tonic has the experi- health practice around the world other stakeholders and expand • One-on-One Travel Consultation ence and insight to educate and is ready to serve clients across the Widmeyer Communications their reach to new consumers — Asia engage key audiences that mat- full range of health sectors. Our counsels clients on how to stay on and offline. It specializes in Find out about cruises sailing from New York ter most. team of seasoned health strate- ahead of societal demands and explaining complicated health- • Leisure Travel Experts Headquartered in London and gists offers expertise in biotech- shifts in health care expectations care concepts to the public, and other worldwide destinations Philadelphia (formerly Dorland nology, pharmaceuticals, not-for- by positioning themselves in the including disease prevention, Global Public Relations), Tonic profit organizations, consumer emerging areas of focus — from management of chronic disease, has global reach. And through health, medical devices, insur- personalized medicine and infectious disease pandemics and 888-333-3116 our Huntsworth Health family ance and health maintenance, mobile health to well-being and access to healthcare. of specialized agencies, we health systems, hospitals, and patient empowerment. Our Leveraging its digital and ana- reach an additional 30 coun- professional organizations. unique expertise is instrumental lytic capabilities, the firm cre- tries, spanning more than 60 Key offerings and services of in keeping our clients ahead of ates integrated strategies to offices. If you are looking for an our Healthcare Practice include the changing healthcare land- help its clients make healthcare agency partner with a ‘can do’ license approval/expansion of scape. connections that matter. For attitude, you will feel right at indication, market seeding and Our team consists of experts more information visit 212-563-3500 • OmegaNewYork.com home with Tonic. development, new product from medicine, top health care www.winningstrat.com/healthcare World Headquarters • 3102 Omega Office Park • Fairfax, VA 22031• 703-359-0200 46 OCTOBER 2010 4 WWW.ODWYERPR.COM octmagazine_Layout 1 10/5/10 4:57 PM Page 47 Leading the Travel Industry by Providing Professional Travel Services Since 1972 • Business Travel Consultants • Strategic Meetings Management • Government Travel Contractors Locations: • Over 200 Offices Worldwide North America Middle East • Competitive Online Booking Europe • One-on-One Travel Consultation Asia • Leisure Travel Experts Find out about cruises sailing from New York and other worldwide destinations 888-333-3116 212-563-3500 • OmegaNewYork.com World Headquarters • 3102 Omega Office Park • Fairfax, VA 22031• 703-359-0200 octmagazine_Layout 1 10/5/10 4:57 PM Page 48 PROFILES OF HEALTHCARE & MEDICAL PR FIRMS Stan Garstka, Program Director, Yale Leadership in Healthcare MBA. Deputy Dean & Professor in the Practice of Management, SOM. YALE SCHOOL OF ZENO GROUP MANAGEMENT 3222 N Street N.W., Suite 500 MBA for Executives: Washington, DC 20007 Leadership In Healthcare 202/965-7800 135 Prospect Street [email protected] New Haven, CT 06520 www.zenogroup.com [email protected] www.mba.yale.edu/mba-e Barby Siegel, Chief Executive Officer The Leadership in Healthcare Heather Gartman, Managing program is positioned to educate Director, Washington, D.C., and healthcare professionals to Healthcare Practice Lead respond to healthcare’s increasing demand for sophisticated man- Zeno Group has a full-service agement thinking. It combines health practice and a team of elements of Yale School of seasoned professionals. Our Management’s integrated MBA team applies its diverse expert- curriculum with an in depth ise to launch drugs, devices and exploration of the human, eco- over-the-counter products; nomic, political and technological guide insurers and help them issues unique to the healthcare promote their products; elevate industry and draws teaching hospitals and healthcare sys- resources from across Yale’s aca- tems; communicate clinical demic departments and from the data; manage regulatory devel- Schools of Medicine and Public opments; engage health profes- Health. sionals, consumers and advo- The program’s duration is 22- cates; manage issues; conduct months and the Friday-Saturday large scale public education twice-a-month class schedule campaigns and influence public allows students to receive a rigor- policy. ous professional education without Zeno Group is an agency interrupting their careers. By committed to helping clients design, each class cohort draws make the most of the new reali- from across the healthcare industry ties of audience engagement and e.g. pharma, biotech, insurance, the evolving role of PR. We healthcare delivery, to provide a operate as one firm with offices broad range of experiences and to in New York, Washington, D.C., expose students to widely diver- Chicago and Los Angeles and gent perspectives to be able to partner with our clients to Log on to odwyerpr.com, unequalled for its debate and appreciate the complex- design programs that drive ity of the industry. At the end of the results — meeting measurable savvy, daily coverage of PR and media program, students graduate with business objectives in order to news, opinion from industry leaders, RFPs, their MBA and gain new insights increase revenue, grow market professional development and more, backed into how to solve the hard prob- share, and build and protect rep- by 42 years of experience. lems that matter in healthcare. utations. £ 48 OCTOBER 2010 4 WWW.ODWYERPR.COM octmagazine_Layout 1 10/5/10 4:57 PM Page 49 O’DWYER’S 2010 RANKINGS OF HEALTHCARE & MEDICAL PR FIRMS 1. Edelman New York $98,314,930 41. Katcher Vaughn & Bailey Nashville 783,370 2. Ruder Finn New York 50,662,357 42. Ron Sachs Communications Tallahassee 633,280 3. APCO Worldwide Wash., D.C. 24,367,186 43. Levick Strategic Comms. Wash., D.C. 572,162 4. Cooney/Waters Group New York 12,344,058 44. rbb Public Relations Miami 514,637 5. Schwartz Communications Waltham, MA 10,589,093 45. L.C. Williams & Associates Chicago 493,362 6. Spectrum Wash., D.C. 6,850,000 46. Target10 Niche Marketing New York 484,324 7. GYMR Wash., D.C. 5,052,821 47. Siegenthaler PR Nashville 479,634 8. Hager Sharp Wash., D.C. 4,502,458 48. New West Louisville 455,000 9. Zeno Group New York 4,480,562 49. Boardroom PR Plantation, FL 425,000 10. Makovsky & Co. New York 4,200,000 50. Travers, Collins & Co. Buffalo 398,283 11. MCS Healthcare PR Bedminster, NJ 3,643,844 51. VPE PR S. Pasadena, CA 363,130 12. Crosby Marketing Comms. Annapolis, MD 3,453,911 52. Maccabee Group Minneapolis 344,346 13. Widmeyer Communications Wash., D.C. 3,385,929 53. Saxum|PR Oklahoma City 325,536 14. Public Communications Chicago 2,826,001 54. zcomm Bethesda, MD 322,499 15. Allison & Partners San Francisco 2,781,081 55. Jackson Spalding Atlanta 304,518 16. RF | Binder Partners New York 2,500,000 56. Regan Communications Group Boston 300,000 17. Dodge Communications Roswell, GA 2,381,000 57. Bridge PR New York 236,293 18. Jarrard Phillips Cate & Hancock Brentwood, TN 2,268,377 58. CooperKatz & Co. New York 222,493 19. Moore Consulting Tallahassee 2,077,067 59. IW Group W. Hollywood, CA 194,000 20. Coyne PR Parsippany, NJ 2,037,000 60. O'Malley Hanson Comms. Chicago 193,000 21. Davies Santa Barbara, CA 1,896,642 61. Linhart PR Denver 190,651 22. Winning Strategies PR Newark, NJ 1,887,354 62. BlissPR New York 176,000 23. Gibraltar Associates Wash., D.C. 1,883,120 63. TransMedia Group Boca Raton, FL 170,000 24. Perry Communications Group Sacramento 1,647,458 64. Lane Public Relations Portland, OR 158,721 25. Rasky Baerlein Boston 1,556,410 65. Schneider Associates Boston 158,025 26. The Rogers Group Los Angeles 1,528,153 66. Guthrie/Mayes & Associates Louisville 138,038 27. The Zimmerman Agency Tallahassee 1,320,000 67. Airfoil Detroit 125,242 28. Vollmer Houston 1,252,500 68. Richmond PR Seattle 124,477 29. Jones Public Affairs Wash., D.C. 1,167,496 69. Pierpont Communications Houston 118,872 30. Lambert Edwards & Assocs. Grand Rapids, MI 1,145,625 70. Hope-Beckham Atlanta 116,313 31. Dye, Van Mol & Lawrence Nashville 1,134,951 71. Luckie Strategic PR Birmingham, AL 94,800 32. McNeely Pigott & Fox Nashville 1,078,158 72. RLF Communications Greensboro, NC 78,746 33. Kwittken & Co. New York 1,069,504 73. Intermark Group Birmingham, AL 77,000 34. Peritus Louisville 1,047,804 74. RL PR & Marketing Los Angeles 73,916 35. Black Twig Communications St. Louis 960,000 75. Pierson Grant PR Ft. Lauderdale 65,000 36. TGI Healthworks Upper Nyack, NY 902,000 76. Kohnstamm Communications St. Louis 55,525 37. Rosica Public Relations Paramus, NJ 862,162 77. Landis Comms. San Francisco 51,150 38. Gregory FCA Communications Ardmore, PA 854,000 78. Dawson + Murray + Teague Dallas 49,372 39. Revive Public Relations Santa Barbara, CA 846,997 79. Red Sky PR Boise 45,589 40. Nyhus Communications Seattle 844,954 80. MDi media group Mobile, AL 19,916 © Copyright 2010 The J.R. O'Dwyer Co. octmagazine_Layout 1 10/5/10 4:57 PM Page 50 OPINION Professional Development The non-statement statement By Fraser Seitel So what, if you were advising the president, would you have had him say added to the public relations about the mosque? How about some- good President of the United misery of an increasingly-shaky Obama thing like this: States — and there have been administration. “We have to acknowledge, respect and Aless than a handful in history — Obama’s mistake, as soon-to-be-for- give some measure of deference to the must be a “leader.” mer BP CEO Tony Hayward learned feelings of the family members who lost If a president is to before him, is that sometimes if you’re their loved ones there that day. But it be a leader, he must in the public eye it is better to make a would be wrong to so overreact to that, be a man (so far, at “non-statement statement” than it is to that we paint Islam with a brush of rad- least) willing to say spill your guts. ical Muslim extremists that just want to what he believes is If that sounds cowardly or insipidly kill Americans because we are right, letting the politically correct or wimpy, that’s Americans. But beyond that … I am not chips fall where because it is. And certainly the cardinal going to get into it, because I would they may, whether rule of effective PR is to never, ever lie. be guilty of playing politics with this popular or not. But ... like everything else a presi- issue, and I simply am not going to Fraser P. Seitel has Gerald Ford once dent or a CEO or any public leader do it.” been a communications famously said that says, the risks of potential statements A perfect non-statement statement, consultant, author and before making a must be assessed against potential which is precisely how New Jersey teacher for 30 years. He is the author of the decision, he listened rewards. Gov. Chris Christie phrased it. £ Prentice-Hall text, The to the people, And in this case, even though the Practice of Public “keeping both ears president clearly believed the mosque Relations. PR briefs to the ground.” It should be allowed to be built down- BLACKWATER MADE PR PLAY was left to columnist George Will to town, he shouldn’t have said it. observe that it was “difficult to look up The “risks” are: Blackwater, the State Dept’s “go-to” security to someone in that position.” 1) That such comments would alien- firm in Iraq until the massacre in Nisour Square, offered PR services, according to a report pub- Accordingly, President Ford was never ate more than half the electorate who lished Sept. 15 on The Nation’s website. confused with being a “leader.” disagree with the placement of the Via a Blackwater shell company, former CIA Conversely, a real presidential leader mosque. paramilitary Enrique “Ric” Prado and ex-CIA offi- must be willing to say something like, cers Cofer Black and Robert Richer were avail- 2) That conservative talk show hosts able for “representation” to “national decision- in relation to the controversial World would quickly turn the remarks against makers.” Trade Center mosque, that Muslims soft-on-terrorism Democrats. Black served in the CIA for 28 years and ran its “have the same right to practice their counterterrorism arm. Richer was its deputy 3) That such candid comments would director of operations. religion as anyone else in this country.” serve as the latest nail in the rapidly- Both left Blackwater. Here was a statement that left no shutting Democrat mid-term election Prado, wrote Jeremy Scahill, also offered to room for equivocation — in clear favor hopes. lead four-man counter-surveillance teams in the U.S. for $33,600 a week. of letting Muslims construct their con- These risks clearly outweighed the Monsanto, Walt Disney, Royal Caribbean troversial mosque in Lower Manhattan. “rewards” of winning praise as a Cruise Lines, Barclays and Deutsch Bank were It was based on principle not politics, standup leader. customers of Blackwater. on commitment not calculation, on core The Nation reports that Monsanto tapped The point is that it’s the job of the PR Blackwater’s Total Intelligence unit to be its beliefs not convoluted rhetoric. counselor to discern, with hard-nosed “intel arm” to infiltrate activist groups protesting How refreshing. How gutsy. How political analysis, whether a given the biotech giant’s activities. leader-like. Disney paid Blackwater $24K for work by TI situation calls for straight-from-the and the Terrorism Research Center to conduct a How wrong-headed! heart candor or straight-from-the iron "threat assessment" for potential film shoots in The very next day, as we all know, waffling. Morocco. President Obama furiously back-ped- There’s nothing wrong with advising Barclays hired TRC for background checks of Libyan and Saudi businessmen. In particular, the aled from his earlier candid comment, a client to make a waffling, non-state- Brit bank wanted to know whether executives of telling CNN that he wasn’t commenting ment statement, holding his powder in the Saudi Binladin Group had any ties to Osama on the “wisdom of making the decision the heat of controversy in order to live bin Ladin. to put a mosque there. I was comment- Richer noted that SBG chair Bakr Mohammad to fight another day. bin Ladin is respected among Arab and western ing very specifically on the right people In this case, Obama’s closest PR intelligence services for cooperating in the hunt have that dates back to our founding.” advisers, Valerie Jarret and David for Osama bin Ladin. Nice try but waaaay too late. Blackwater, now known as XE Services, is on Axelrod, served their client ill by allow- the auction block. Founder Erik Prince has moved The president’s on-again, off-again ing him to bust out with his initial state- to Abu Dhabi due to "business friendly climate," comments sparked a heated national, ment. The proof: their subsequent low taxes and lack of trial lawyers. pre-election season debate, alienated advice for the president to walk it all Scahill also noted that Abu Dhabi does not have an extradition treaty with the U.S. Democrat vs. Democrat, caused back a day later, intensifying the PR Republicans to salivate, and generally damage. 50 JUNE 2010 4 WWW.ODWYERPR.COM octmagazine_Layout 1 10/5/10 4:57 PM Page 51 Guest Column Pay-to-play: the new freelance game By Jane Genova with jobs gone, there is plenty of freelance is being flexible in a fee schedule. he global financial meltdown took work. As the economy unfreezes, there is In addition, don’t create too much value with it most of those gold-plated plenty of pent-up demand. If we under- such as doing excessive research or analy- Tcontacts who used to refer freelance stand how to present ourselves, we should sis. Prospects don’t want perfect. They assignments to us. Likely, they themselves have access to many more assignments want outcomes. have joined us as free agents, hustling to than we can handle, even if we take on A third tip is not to direct efforts toward put together multiple some contract writers to do some of it. At long-term relationships. Client churn is sources of income. times I have employed 10 who were sub- high. They are purchasing services, not a What has replaced contractors on projects. relationship. That’s not only in communi- that network game is For me, those criteria include: cations. It’s in most professional services. the pay to play one. It Are the knowledge base and skills asso- In that classic “What Color is Your comes in two forms. ciated with this assignment something I Parachute?” the message in 2009 was the One is that we liter- can leverage to get my next assignment? same as in the 1970s. And that’s that the ally shell out cash in The prospect understands what needs to person who gets hired or the client or the order to have access get done and why. Few of us will be paid customer who’s the best at getting hired or Jane Genova to assignments such for educating the client. Therefore, we closing on client or customer assignments based in New Haven, as the American would be stupid to enter a situation in is not necessarily the most qualified. Connecticut, provides Independent Writers which we would be doing that and with no Since this is a marketplace of churn, it’s services in executive (yearly dues: $125). communications and compensation. imperative to have down cold marketing social media. Another kind of The relationship isn’t abusive. There is and sales. Being good at what we do isn’t service is eLance in so much work out there, any prospect who enough. which you pay to bid develops a reputation for being abusive The best investment I made was four fig- on assignments. Another version is buying will not find a vendor, at least not a quali- ures in an eight-week hands-on space to advertise yourself on sites such as fied one. seminar in marketing and sales. The next Mediabistro or Craigslist. The budget is available. Require a per- best investment I made has been taking The other form consists of an “American centage down payment on PayPal. risks. Yesterday’s approach may not be Idol”-type audition. Instead of shelling out Another recommendation I would make how to close today. £ cash, we invest our sweat equity — and creativity. The wildly popular legal tabloid abovethelaw.com relies on that approach for not only freelance but also full-time work. The applicant tries out in public by creating several posts for the site. Then readers, along with the brass such as David Lat, give the thumbs up or down. The tamer version of that is having prospects request that we review their websites and make recommendations for improvement; copy-edit a small part of a white paper; prepare a proposal for a blog; assess some designs; or simply listen as they describe their challenge. All of this is without compensation. That means we have to become astute players in sizing up what opportunities we will pursue, how much time we will be willing to invest in any one, and how we will attempt to close on that sale. One objective is to keep the cost of the sale low, even if that cost is sweat equity. Here we make progress by making mis- takes. As C.S. Lewis noted, experience is a brutal teacher but, we learn, boy do we learn. And what we learn is to smell miles away a con or a browser who has no inten- tion of becoming a buyer. The other move we have to get down is forming criteria for what kind of work we will do and who we will do it for. After all, SEPTEMBER 2010 3 WWW.ODWYERPR.COM 51 octmagazine_Layout 1 10/5/10 4:57 PM Page 52 OPINION Guest Column U.S. is cash-stripped, not strapped By Wes Pedersen our insane largesse abroad the major plead with us to stay, we may do so. That issue it is. would shoot to hell any national budget here’s a new book out titled The Since World War II we have dished out now planned. Frugal Superpower: America’s trillions in humanitarian aid, military Two years ago, the war in Iraq was esti- TGlobal Leadership in a Cash- assistance, and backup financing for mated by scholars Joseph Stiglitz and Strapped Era. It’s by Michael struggling and failing governments. Linda Bilmes to have cost a total of $3 Mandelbaum, the We’ve built up enemy countries after trillion. Johns Hopkins for- our wars and given money to despots, Today, they say, that figure is too low. eign policy expert and often we haven’t understood why. To show how wrong projections by plan- who mentored the We’ve even made loans to ners can be, Stiglitz and New York Times’ some governments with a Bilmes point out that in Tom Friedman. wink, never expecting to get 2003 the Bush administra- The book gets a it back. tion’s estimate for the war rave review from Originally, it was all was $50 billion to $60 bil- Friedman, who, like intended to keep the Free lion. W es Pedersen is a Mandelbaum, is not World free and the commu- The analysts also note retired Foreign an economist. There nist world off balance. Both that the cost of diagnosing, Service Officer and is no ready evidence were good causes. But now treating and compensating principal at Wes Pedersen Commun- that either of them we are ladling out bales of veterans has proved higher ications and Public recognized the dollars overseas because than they expected. It will Relations Washing- onset of the cash- “It’s what we do.” of course continue high for ton, D.C. strapped era in Those facts by themselves decades unless, as was the 2007. But they are cry out for microscopic case when Ike Eisenhower right on one point: America is broke. examinations of such expen- was elected, the word goes Thus, to talk about frugality is to talk ditures. The book is right on one out from the White House point: America is broke. of the need most obvious to most in Try, just try, to get an accu- to slash veterans’ benefits. today’s society. We have yet, however, to rate accounting of what our Global leadership in this prove any official familiarity with the do-gooderism abroad has cost us over the era of cash-strapped America is ques- word. That will come because it has to; last six decades. Try to find out who has tionable. Obama has yet to give strong our government cannot continue its paid any of that back to us. evidence of skill in that area. spendthrift ways. Frugality must rule in In the process of giving extravagantly, He has been stepping up his efforts to Washington as in most homes. we have become a debtor nation. China, do so lately, and has relied in large part We are not simply cash-strapped, we long a designated enemy of America, on the skills of Secretary of State are cash-stripped. We are too weakened now is a major owner of the U.S. debt, Hillary Clinton. On the reverse by years of war, a focus on economically having invested heavily in U.S. Treasury side of the coin, she would be a handy out of sync programs like health reform, bonds. Japan, which we defeated in fall guy if things go wrong with negotia- and too many giveaways to foreign coun- World War II and then financed its recov- tions in the Middle East or in any other tries. ery, is running even with China in the part of the troubled world. She has indi- We cannot be called a superpower Buy America lottery. cated she may bow out of State next year. much longer. Bigger than most, certainly, Lord help us if they and other investor On the war fronts (one cannot say ex- but not by a long stretch the superpower nations ever gang up and foreclose on us. war) Obama must still rely on generals we were 10 years ago, or even five years Worth examining, too, is the govern- who believe his strategy was wrong from ago. ment’s failure to take into account the start. His ace in the hole here is The Chinese have it right: America is a expenses that will remain with us, or Defense Secretary Robert Gates. He has paper tiger. We are in no shape to be multiply, long after the announced clo- demonstrated precisely the sort of wielding a big stick at any country of any sure of a program or campaign. leadership in a crisis situation that meaningful size any more. Nowhere is this failure better illustrat- America needs at home and abroad. No need here for line-by-line reviews ed than in the “end” of combat in Iraq. Unfortunately, Gates plans to leave of “How did we get in this mess?” We There, 50,000 troops remain to guide Defense next year and our presidential do, though, need to look at some and advise Iraq troops, police and leadership will diminish immediately. economic basics unique to the U.S. that functionaries for the coming year. We’ve learned from our last two years. goes largely ignored. They are still getting shot at and Our next president must have a record of We have, for example, had nearly 60 returning fire. proven frugal leadership. We cannot years of throwing our money at other Although President Obama says every afford to experiment again with a countries. It has become habitual to the effort will be made to get them out next candidate who talks a good game but point that no one in office makes year, he has hinted that, if Iraqi officials cannot play it. £ 52 OCTOBER 2010 4 WWW.ODWYERPR.COM octmagazine_Layout 1 10/5/10 4:57 PM Page 53 Guest Column A time to shine for independent PR firms By Ronn Torossian We will decide what bonuses/raises to ship. give to employees and they will not be 5W PR hopes to make acquisitions of subject to the whims of holding companies ast month’s purchase of Kwittken & our own in the next 12 months. that have rules more geared towards ad Co. amidst a lot of noise is the fifth in We remain the right firm for clients of all agencies with thousands of employees five months involving a PR firm. sizes, like the large Fortune 1000 compa- L than to service businesses like PR that There’s a lot of talk nies we represent, but also for the small have dozens, or at most hundreds of about the days of five-person start-ups; we too also cherish employees. independent, pri- working with them. vately owned PR Independence best for entrepreneurs We will continue to service clients who firms coming to a I further find myself shaking my head in savor entrepreneurs and want an agency in close. I, for one, am amazement at the CEO who sold last week bed with them and the client’ shareholders, glad some of my saying: “Traditional PR agencies have five not the shareholders’ of their parent com- peers are selling their to 10 years left in the cycle before they get pany and who are more worried about firms. phased out. Everything is blurring togeth- their earn outs than the client work. £ I’m glad for them er and traditional PR agencies need to Ronn Torossian is PR news briefs after years of hard think about how they are going to add to is CEO of 5W Public their social and digital abilities and how to Relations in New work they are cash- MDC ACQUIRES KWITTKEN York. ing out, but also glad expand into other areas.” That’s why you sold? Can’t an independ- to be left with a MDC Partners, the ad and PR holding ent firm, well financed and profitable do smaller playing field among entrepreneur- company that has been on an acquisition that without worrying about falling stock ial agencies that can continue to serve tear, last month picked up a majority stake prices and multiple divisions of a publicly clients of all sizes. in Kwittken & Company, the four-year-old traded company? Many PR firms are owned by multibil- New York firm headed by former Euro RSCG lion-dollar, multinational, publicly traded We can sell clients the products they Magnet chief Aaron Kwittken and his for- conglomerates. It’s amazing to realize that need, and services they pay for just as well mer Euro colleague Jason Schlossberg. there are only about 65 independently as any PR unit of a larger holding compa- The stake in K&C, which had revenue of owned PR firms in the U.S. with more ny. All agree that traditional PR agencies $3M in ‘09 but has grown this year, will cost than 20 employees. This is an amazing have to change and adjust, but what’s MDC from $10M-$15M and lands the firm opportunity for those of us still left with groundbreaking in that? within its Kirshenbaum Bond Senecal our names on the doors, who are left call- Like others in the industry, I question the agency unit, which also includes the PR divi- ing the shots, running the risk on our own, reported acquisiton price of $10-$15 mil- sion Lime PR and Promotion. just like our clients. lion for Kwittken. It reported just over $3 Schlossberg told O’Dwyer’s that the firm’s 5W PR is proudly, and defiantly inde- million in fees in 2009. That’s a pretty leadership had a goal of growing the bou- pendent. Like many of our peers, we have steep multiple. Even with 30% profits tique shop into a mid-range agency in size, been approached many times in the last (which is high) that would mean Kwittken but decided not to pursue such growth by few years with lucrative takeover offers. sold at 11 to 16 times profits. acquiring other agencies. K&C met with the Our Own Boss I am a huge fan of Miles Nadal person- major holding companies but didn’t see a fit. “We would have been cogs in their As an entrepreneur under the age of 40, ally and MDC Partners. He’s a very smart machines,” he said, describing the firm’s I couldn’t imagine walking away, or merg- man with a great team and wonderful role under KBS and within MDC as more ing with a publicly traded company, which vision and leadership. But independent PR integrated. at the end of the day, despite all the “part- firms need to stick together and continue Schlossberg said the power struggle over ner” talk, is clearly the boss. to service clients with what they need, instead of what holding companies want digital and social media between ad and PR Even though we are the 13th largest units should lead to more integrated independent PR firm in U.S., according to us to sell to our clients. It’s been a tough few years for PR firm approaches, not further entrenchment by the O’Dwyer rankings, and the fastest the two disciplines. growing PR firm in the U.S. three years in owners and I think that’s why you see some supposedly selling for 15 times prof- “We’re going to create integrated teams a row, and have been on the Inc. 500 list, and cater to a more integrated approach [as we want to accomplish so much more and its in an industry which traditional sells for three to five times profits. I think cash part of KBS],” he said. are just beginning our run in the PR indus- K&C’s staff of about 22 is included in the flow has been an issue for many of our try. acquisition deal. competitors and they can’t do it on their We alone will decide initiatives which MDC acquired financial PR specialist own anymore. work best for clients, and not those that are Sloane & Company in April. A month later, it driven by the stock price of a holding com- Many PR firm owners are tired, with added Allison & Partners. It has also added pany or directives from three levels above. very low profit margins, and that’s why we experiential marketing shop Relevant and We will decide which departments to plan to make acquisitions ourselves. We analytics firm Integrated Media Solutions in invest in — those best for our PR continue to speak with small PR firms who the last few months. MDC’s ’09 revenues business and not for the advertising, would like a larger umbrella, without were $545M. marketing or other associated businesses being beholden to stock prices and chang- of our parent company. ing the firm philosophy of entrepreneur- OCTOBER 2010 3 WWW.ODWYERPR.COM 53 octmagazine_Layout 1 10/5/10 4:57 PM Page 54 WASHINGTON REPORT Obama Mideast PR envoy exits onathan Prince, an Obama administration communica- tions official for its Middle East peace efforts, left last Jmonth for a partner slot at Chlopak, Leonard, Schechter & Associates in D.C. Prince was Deputy Assistant Secretary of State handling strategic communications and public diplomacy for the Middle East. He was part of Special Envoy George Mitchell’s delega- tion to the region and his exit comes as the administration has re-engaged in the Israeli-Palestinian peace process. In a statement, CLS founder and CEO Bob Chlopak said Prince has handled some of the “world’s most challenging issues for more than 20 years and is one of Washington’s most skilled, respected and versatile strategists.” Prince, earlier, was a Clinton White House aide and speech- writer who handled messaging during the NATO campaign in Myers to Glover Park Kosovo, along with other domestic assignments. He also worked the presidential campaigns of Clinton and Sen. John ee Dee Myers, the first female White House press secre- Edwards in ’04 and 2008. tary, serving two years at the outset of the Clinton admin- He is a former Brunswick Group hand and was a partner in istration, has joined the Democratic PR powerhouse Isay, Klores, Prince, along with New York PR maven Dan D Glover Park Group as a managing director. Klores and SKDKnickerbocker founder Josh Isay, which Myers has been a political commentator and worked on Andrew Cuomo’s aborted 2002 run for New York journalist, in addition to consulting for NBC’s governor. £ Oval Office drama “The West Wing.” She started out in journalism and California politics as an aide to Los Angeles Mayor Tom Tobin backs conservative Bradley and State Senator Art Torres before becoming press secretary for Sen. Dianne climate agenda Feinstein’s gubernatorial bid in 1990. She moved on to serve as spokeswoman for obin Communications is working with a conservative Michael Dukakis' presidential bid before Dee Dee Myers group to reach right-leaning voters on environmental speaking for the Clinton campaign. Tissues like global warming through Reagan cabinet She was also Los Angeles bureau chief for the Los Angeles member George Shultz. Times and has recently served as a contributing editor to Vanity Maryland-based Tobin’s work is on behalf of Fair. climateconservative.org, a joint push from ConservAmerica and Myers, who is married to Vanity Fair editor Todd Purdum, joins Republicans for Environmental Protection, and includes a series Glover Park founder and former Clinton White House press sec- of audio and video podcasts with the former secretary retary Joe Lockhart, a founding partner of the firm. £ of state. In a 10-minute audio spot with Shultz, Tobin interviews him about President Sphere adds SEC alum Atkins Ronald Reagan’s support of the Montreal Protocol and the need to curb greenhouse phere Consulting has tapped Paul gas emissions and wean the U.S. off of a Atkins, former Securities and dependence on foreign oil. SExchange Commission commis- “From all I can see, there is a real problem sioner, as senior partner. here that is potentially severe,” said Shultz, He held the SEC post from 2002-08 and noting the national security and was known as an advocate of smarter economic implications of the U.S.’s current regulation based on costs and benefits, George Shultz energy dependence. “And the longer you decision-making consistency and investor wait to get going on doing things, the more protection. difficult it’s going to be.” Atkins represented the SEC during meet- Paul Atkins Shultz, who was Secretary of Labor during the Nixon admin- ings of the U.S./EU Transatlantic istration and Secretary of the Treasury under Presidents Nixon Economic Council, World Economic and Gerald Ford, said he reaches back to Reagan’s optimism to Forum and the Transatlantic Business Dialogue. believe that a deal on greenhouse gas emissions can be reached. Prior to the SEC, Atkins was partner at Said TC president Maury Tobin: “He’s a respected figure among PricewaterhouseCoopers and its predecessor firm, Coopers & Republicans and conservatives and is a good choice to get some Lybrand. His focus was on financial services firms and issues attention for issues not traditionally associated with those groups.” such as risk management, internal controls and regulatory ClimateConservative.org is touting Reagan as “one of our compliance. greatest climate champions.” £ Jim Courtovich is managing director of Sphere. £ 54 OCTOBER 2010 4 WWW.ODWYERPR.COM octmagazine_Layout 1 10/5/10 4:57 PM Page 55 International PR News Mexico taps firms for PR blitz Another $100K has been allocated to pay for journalists’ travel and $100K will go to social media. In June, Mexican President Felipe Calderon said he would exico’s Committee of Tourism and Conventions for the “launch an integral publicity project” to include the hiring of a PR image-tarnished Mexican State of Baja California hired firm to burnish the country’s image and fight the perception that MAllison & Partners to lead a six-figure tourism PR it is losing an ongoing fight with drug lords. campaign starting last month. Reuters reported Sept. 1 that Mexico’s finance minister believes Drug cartel-fueled violence has shaken the region as 28,000 the violence has sliced 1.2% off the country’s GDP growth. £ people have been killed since late 2006. Allison & Partners, part of MDC Partners, will handle media monitoring and crisis response, as well as proactive media rela- tions with support from San Diego-based research and consulting West Glen touts Angelina Jolie firm Crossborder Group, which has a Mexico outpost. Weddings, medical tourism and outreach to students are among Pakistan appeal topics to be pitched. Most of the $300K PR budget is being funded by Tijuana’s con- he United Nations High Commissioner for Refugees has vention and tourism entity. Rosarito and Ensenda are other out- tapped West Glen Communications to distribute a PSA posts in Baja that are part of the push. Twith actress and UN Goodwill Ambassador Angelina APCO Worldwide inked a $1.4M deal with Mexico’s tourism Jolie to appeal for humanitarian relief for the millions of board last year to gauge perceptions of the country and handle Pakistanis displaced by massive flooding across one-fifth of the “rapid response media relations.” Qorvis Communications also country. had a $330K, one-year contract with the tourism board for an WestGlen has been disseminating the spot to TV stations via online PR program. digital delivery, satellite feed and hard copy, along with a mul- The San Diego Union-Tribune reported that Crossborder Group timedia news release and blogger relations push. will contact universities, chambers of commerce and other groups In the spot, Jolie, who donated $100K to the effort, asks for a in the U.S. to work to cancel travel advisories to Mexico and $10 donation by texting the word SWAT to 50555 or via support tourism. UNrefugees.org/flood. £ 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 commu- nications work on behalf of foreign principals, including governments, political parties, organizations, and individuals. GoodWorks International LLC, Atlanta, Ga., registered August 4, 2010 for Government of Cameroon, Yaounde, Cameroon, regarding assisting the principal with obtaining, first, a Threshold Program and, subsequently, a full Compact under the Millennium Challenge Account. Qorvis Communications, LLC, Washington, D.C., registered August 6, 2010 for Government of Bahrain, c/o Bell Pottinger Middle East, Manama, Bahrain, regarding providing public relations advice and consultation in the United States. Watts Partners (A J.C. Watts Company), Washington, D.C., registered August 9, 2010 for Afrique Expansion, Inc., Washington, D.C., regarding assisting with the development of a media program in the United States concerning the issue of climate change in Africa, generally, and the Congo Basin region in Central Africa, specifically. 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 http://sopr.senate.gov. Bryan Cave LLP, Washington, D.C., registered September 10, 2010 for Globalstar, Inc., Covington, La., regarding advocating satellite and spectrum issues involving the Federal government (Executive and Legislative branches.) Delany Advisory Group, LLC, Washington, D.C., registered September 7, 2010 for National Cable & Telecommunications Association (NCTA), regarding issues related to the communications and cable industry. The Glover Park Group, LLC, Washington, D.C., registered September 8, 2010 for National Association of Broadcasters (NAB), Washington, D.C., regarding issues related to broadcast regulation. K&L Gates LLP, Washington, D.C., registered September 1, 2010 for Museum of History and Industry, Seattle, Wash., regarding FY2012 funding for development of new museum facility. Edward Merlis, McLean, Va., registered September 9, 2010 for World Shipping Council, Washington, D.C., regarding amendments to the Shipping Act. Prime Policy Group, Washington, D.C., registered September 7, 2010 for Goldline International, Inc., Santa Monica, Calif., regarding all leg- islative activities affecting the sale and marketing of precious metals. OCTOBER 2010 3 WWW.ODWYERPR.COM 55 octmagazine_Layout 1 10/5/10 4:57 PM Page 56 PEOPLE IN PR Rimes and Mariah Carey. £ Junger. Irion upped to Grayling Karp was named publisher at Simon & Schuster in June. ark Irion, the head of Dutko Time Warner’s Adler to At NYU, Lehman, an attorney, han- Worldwide lobbying/PA firm, Medialink dled media relations and training, public Mhas assumed the co-head of education and advocacy for the center, a Grayling’s global PA and government rela- non-partisan organization that describes dward Adler, Time Warner’s tions unit. He shares management duties itself as part think tank and part public former top corporate communica- with Stephen Lock, Grayling’s regional interest law firm. tions executive who stepped down director of the Eurasia region. E Lehman was previously an editor at earlier this year, is joining West Coast U.K.-based Huntsworth acquired Dutko Riverhead Books and wrote, with consultancy MediaLink LLC, as a last year in a $33.6M deal with the idea of Edward Hayes, “Mouthpiece: A Life in senior partner. expanding its D.C. presence and interna- — And Just Outside — the Law” Adler, who worked at TW for his tional presence. Grayling, in March, (Doubleday 2006). She was also senior entire career first as a journalist then in revamped operations, setting up interna- editor at Talk magazine and producer for corporate comms., announced his Court TV, following a criminal defense tional practice heads to key resignation in February as law career. £ markets to provide more of an “interna- executive VP. tional mindset.” ML chairman and CEO Michael Irion’s job is to marry Dutko’s govern- Kassan called Adler “one of the top Ross helms Hilton’s PR ment relations, government markets, names in the media, entertainment and research and risk management digital industries.” asha Ross has joined Hilton consulting with Grayling’s PR and PA Adler is charged with building a Worldwide as director of global expertise. strategic communications practice Dcorporate communications. The Dutko and Grayling have 70 offices in 40 within MediaLink, including corporate 12-year PR veteran is in charge of exter- countries.an asset to tech clients of the communications, nal PR with a focus on consumer and WPP unit. £ media relations, trade media. investor relations, Ross worked at Marriott International, crisis management, handling west coast corporate communi- ID bolsters film unit event management cations from a perch in Los Angeles. She and corporate mar- also did stints at Taylor PR and Ruder os Angeles-based ID PR has keting. Finn. tapped The Weinstein Company ML has opera- Hilton, which relocated its corporate LPR vets Dani Weinstein and Sara tions in Los headquarters to McLean, Va., operates a Serlen as senior VP and VP of the Angeles and New global network of 3,600 hotels in 81 entertainment PR firm. York and caters countries. Weinstein, who is not related to mainly to enter- Edward Adler The lodging giant’s brands include TWC’s founding brothers, will head tainment and tech Hilton Hotels & Resorts, Waldorf ID’s film unit from New York, includ- industry clients. Its roster includes Astoria Hotels & Resorts, Embassy ing representation of TWC’s film titles Microsoft, Viacom, Paramount Studios Suites, Hampton Hotels and Doubletree. like “The Tillman Story” and “The and Hearst, among others. It employs 130K people. £ King’s Speech.” She led the company’s ML is not related to the former video publicity department for six years and PR company Medialink, which was had been with its predecessor Miramax acquired last year by TheNewsMarket in 11 total years between the two, after to become Synaptic Digital. £ Zabak back to RF starting out at Don Buchwald & Associates. Her PR film credits include onathan Zaback, former director “Inglorious Basterds,” “The Aviator” Lehman gets of media relations at Ketchum’s and “Cold Mountain.” JE m a n a t e Prior to TWC, Serlen was publicity publishing post unit, has returned director for United Artists (“Hotel to Ruder Finn, Rwanda”) and held posts at mPRm and usan Lehman, director of commu- New York, as Magic Lantern. Her credits include nications and strategy for New senior VP and “Crouching Tiger, Hidden Dragon” and SYork University School of Law’s media strategist. “Pollock.” Brennan Center for Justice, has been He’ll work with ID has also added Randi Peck, direc- named publisher and editor of Twelve, a account teams in tor of PR at Theory, as a VP in New publishing imprint of Hachette Book N.Y., D.C., York handling entertainment and brand Group. Chicago, San strategies, and Rhett Usry, a DKC and Lehman takes over for Jonathan Karp Francisco and L.A. Publicis veteran, as a senior publicist at Twelve, which was set up as an Zaback previous- Jonathan Zaback handling music and talent. Peck has author-friendly boutique publisher in ly spent several worked with brands like Jose Cuervo 2005 to produce and market one book years at the firm and was director of and Dewar’s, while Usry has experi- per month. Its authors include U.S. media relations at Burson- ence repping musicians like LeAnn Christopher Hitchens and Sebastian Marsteller. £ 56 OCTOBER 2010 4 WWW.ODWYERPR.COM octmagazine_Layout 1 10/5/10 4:57 PM Page 57 ORDER PR’S MOST USEFUL DIRECTORY! Only $95 for the 370-page 2010 O’Dwyer’s Directory of Public Relations Firms O’Dwyer’s Directory gives you quick access to large, medium-sized, and small PR firms and even experienced freelancers who work out of their homes. Whether you seek a long-term, worldwide relationship or need extra help on a project, O’Dwyer’s Directory is the place to shop. Listed firms have expertise in: • Public Relations • Crisis Communications • Social Media • Integrated Marketing • Branding • Corporate Advertising Why O’Dwyer’s Directory of • Investor Relations • Lobbying PR Firms is so popular ... • Employee Communications • Proxy Solicitation P Has brought billions of dollars in • Internet PR • International PR business to PR firms. Authoritative industry rankings, based on • Product Publicity P CPA statements, tax returns. Separate rankings for independent and 1,700 FiRms listeD in 2010 DiRectORy P ad agency-related PR operations. incluDes 300 in 42 cOuntRies! Firms ranked by 17 geographical regions in P the U.S. Leaders ranked in 12 specialized categories: “O’Dwyer’s Directory of PR “Up-to-date, indispensable P agriculture, beauty & fashion, entertainment, firms is the finest source of resource. Saves time and money. environmental/PA, financial, food & beverage, information on PR firms.” Every PR pro should have one.” healthcare, home furnishings, professional - Howard Rubenstein, President, - Robert L. Dilenschneider, The svcs., sports/leisure, technology and travel. Rubenstein Assocs. Dilenschneider Group Easy-to-use, PR firms sorted geographically P and by 17 types of PR specialties. Firms listed “The first source we turn to when “A phenominal job-seeking aid.” alphabetically. doing an ad agency search.” - Marie Raperto, The Cantor - Stan Beals, Jones Lundin Beals Concern Articles on how to hire and use a PR firm by P industry experts Jack O’Dwyer and Fraser Seitel. “The O’Dwyer Directory is an “Single most important source excellent tool when searching of information on PR firms.” 7,000+ clients are cross-indexed. O’Dwyer’s for outside PR counsel.” - Thomas L. Harris, Author, P Directory of PR firms is the only place you - Art Stevens, Managing Partner, Choosing and Working can look up a company and determine its StevensGouldPincus LLC with your PR firm outside counsel. octmagazine_Layout 1 10/5/10 4:57 PM Page 58 To be featured in the monthly Buyer’s Guide, PR buyer’s Guide Contact John O’Dwyer, [email protected] ViDEO MEDiA & SPEAKER TRAiNiNG MAiLiNG SERViCES Impact Communications, 11 Bristol Place, Wilton, CT 06897-1524. (203) 529-3047; LOG-ON Computer & Mailing Services, Inc. North American Precis Syndicate, Inc., cell: (917) 208-0720; fax: (203) 529-3048; [email protected]. Jon Rosen, President. 520 8th Ave., New York, NY 10018. 212/279- Empire State Bldg., 350 Fifth Ave., 65th flr., 4567; fax: 212/279-4591. www.logon.org. New York, NY 10118-0110. 212/867-9000. BE PREPARED! Impact Commun- ications trains your spokespeople to With over 95,000 sq ft of space Dorothy York, Pres. www.napsinfo.com; Log-On is the city’s largest [email protected]. successfully communicate critical messages to your targeted audi- and most technologically advanced NAPS sends Video Feature ences during print, television, and PR/Marketing direct mail, digital print- Releases (VFRs) in various tape radio news interviews. Your cus- er, packaging & distribution service. formats according to editors’ specifi- tomized workshops are issue-driven We assist agencies, corporations, cations. We cover 1,000+ TV and role-play based. Videotaping/ non-profits, large and small. We mail, stations. Each VFR gets placed on critiquing. Groups/privately. Face- fax and e-mail news releases and 100 to 150 U.S. TV stations and to-face/telephone interviews/news pitch letters. We use your lists or our includes impressive color usage conferences. Private label seminars media database. We assemble press reports. for public relations agencies. Make kits, print marketing material and fulfill GUARANTEE: Complete satisfac- your next news interview your product requests. We reproduce tion with the results of each release best by calling Jon Rosen, Impact CDs. And we maintain private lists. or another one free. Communications. Over 25 years There’s very little we can’t do for you. of news media/training expertise. WE DELIVER ON YOUR DIRECT MAILING & PRINTING NEEDS. PR jObS - http://jobs.odwyerpr.com Internal Comms. Specialist Sony, Foster City, CA Sony Corporation of America, based in New York, NY, is the U.S. subsidiary of Sony Corporation, headquartered in Tokyo, Japan. Sony Network Entertainment (SNEI) is a division of the Networked Products and Services Group. Sony Network Entertainment was created at the begin- ning of 2010 to drive vision, strategy and execution for network services across the entire Sony Group, with a goal of offering consumers compelling, connected enter- tainment experiences across a variety of consumer electronics devices. The Internal Communications Specialist drives the development and implementa- tion of communications programs that build awareness of and support for SNEI activities amongst internal audiences across SNEI, as well as across the Sony Group globally. Equally important, this person will play a crit- ical role in fostering a sense of unity across a new and geographically dispersed team. Please apply directly: http://scajobs.sony. com/careers/job_detail.asp?JobID=206843 5&user_id= 58 OCTOBER 2010 4 WWW.ODWYERPR.COM octmagazine_Layout 1 10/5/10 4:57 PM Page 59 Introductory offer: Join O’Dwyer PR’s New Business Council Let O’Dwyer’s help you to expand your PR firm locally, nationally and globally A $300 membership includes all of these great features: Your color logo, 300-word description of your services, top execs and staffers, accounts, and branch offices on odwyerpr.com Milton Public Relations Strategies (see left), PR’s No. 1 news, information and database website. Join 400 PR firms that are marketing them- selves locally and nationally to Milton Public Relations Strategies thousands of online viewers each month. 271 Madison Ave., Suite 600, New York, NY 10016 Fortieth annual edition of O’Dwyer’s 212/679-2471; fax: 212/683-2750 Directory of PR Firms, just published in [email protected]; www.miltonpr.com late June, a $95 value. The 370-page directory lists 1,700 PR firms, including Consumer, financial, tech PR. offices, executives, clients and contact Employees: 12. Founded: 1972. info. See how other firms market them- selves. Make new friends, shop Agency Statement: Media-oriented for correspondent firms. Milton PR will give you an extra set of eyes and ears on your competitive One-year of access to odwyerpr.com, unequalled for its savvy, environment and win you important daily coverage of PR and media news, opinion from industry lead- recognition in the key media that will Christine Milton, Chair/CEO ers, RFPs, professional development and more, backed by 42 years reach your customers. Our staffers are of experience. PR’s No. 1 website and a $150 value, if purchased in daily contact with a host of general and trade media reporters, separately. checking on word-of-mouth about our clients and their products and getting advance word of opinion-forming articles and fea- One-year subscription to O’Dwyer’s magazine, PR’s longest- tures in media. running monthly (23 yrs.). Submit profiles of your specialty practices such as healthcare, tech, We’ll bring you a steady stream of ideas to increase the visibility of financial, food/beverage, your company and at low cost compared to print and broadcast beauty/fashion, etc., to be featured advertising. We will bring you an in integrated program that will among in-depth articles, news, and use all forms of communications. You'll find reporters consider us opinion on the industry. to be a dependable source of information and help and that they rely on us to bring them good stories. Exclusive access as a member to constantly updated files of We’ll help you to put your newsworthy material in a form that will Requests for Proposals (RFPs) by get their attention. Our key staffers have decades of experience in companies, local, state, federal and our three specialty areas--consumer, financial and technology. foreign governments and travel bureaus, trade associations, professional groups, etc. 86 RFPs are Give us a chance to visit you and come up with some sample ideas listed this year so far. for your business at no charge. Milton PR Strategies operates both nationally and internationally through membership in a worldwide network of major PR firms. Christine Milton, chair and CEO; Fritz Carlson, executive VP; Fill out the membership form on the attached page and fax, Ludwig Oppenheimer, George Smith, Brenda Nowling, Lucille e-mail or mail it to us. Your firm’s profile will go on odwyerpr.com Ridge, Hamlet Cohen, Joseph Bloomberg, VPs; Rita Corbin, as soon as we get it. Henry Holt, Jacob Westmeyer, A/Es 1450 Chittenden Square, London WA5 2DN, U.K O’Dwyer’s Scores High on Google 44-171-594-2123; fax: 44-171-449-2003 O’Dwyer’s rankings of PR firms in specialty practices such as [email protected] healthcare, tech and financial PR are at or near the top when William Billingsley, director those subject areas are Googled. O’Dwyer’s is the only media doing specialty rankings. Unranked firms are also listed if they ABC Industries Thomas & Thomas Inc. are in the O’Dwyer database. Cooper Industries Versatile Technology Corp. Danielle Hair Dressers Wilson Spaw & Ryder LLC Other membership benefits include coverage of what techniques Effable Software Youngstown Civic Club are bringing in new business; what clients are saying; advice on Freight Carriers of Mobile Zanzibarge preparing contracts, and how firms are handling management Georgetown Computers issues like the rising cost of health insurance. Hat Makes of Madison Mental Magic Software O’Dwyer’s is your best buy for building your business. Opulent Securities The Council of PR Firms, which also helps match clients with Quasar Financial PR firms, has a $2,500 minimum fee. The Counselors Academy Tellula Tourism Council of PR Society of America costs $225 in annual PRSA dues, $195 in Academy dues and initiation fees of $65 for PRSA and $85 for the Academy for a total of $570. Sign-up online at odwyerpr.com or call toll free: 866/395-7710 octmagazine_Layout 1 10/5/10 4:57 PM Page 60 30 1980 Ogilvy & Mather Public Relations opens its doors in New York anks toootskna yyoyouro tru trustruru anddnats support,troppus , 1987 America Responds to AIDS, the largest U.S. national public awareness campaign is created for Ogilvy Public Relations has the Centers for Disease Control and Prevention (CDC). In 2006, the industry publication PRWeek cites the effort as one of the most influential reachedreached its 30th anniveranniversary..sary campaigns in history 1989 The United Kingdom-based holding company, The Plainly, wPlainly wee c, couldould not hahaveve done it without the clients, WPP Group, acquires the Ogilvy companies, including the O&M PR Group, which was subsequently renamed paspast and prt present,esent, who hahave sv stoodood bte byy us sincsincee our doors Ogilvy Public Relations Worldwide opened in 19801980.. 1999 The largest U.S. independent biotechnology and health care specialist, Feinstein Kean Healthcare, becomes part of Ogilvy Public Relations Worldwide OvOverer the yyears,ears, our IBM Selectric typetypewritersers hawrit hahavee givgivvers given we wayaen y 2000 CDC’s Screen for Life multimedia campaign unveils too PCs. Tt Thehe “While yyou wweree outerou out”” pads hahavee been rv rreplaceded beplac byy TV public service announcements and print materials voicemail.oicv email. And the ffaxax machinemachine,, which onconcee hummed all dadayy to raise awareness about the importance of colorectal cancer screening. In subsequent years, long, sits idle mosmostt of the wweek,eek, letting email do the jobjob.. the campaign features testimonials from Katie Couric, Diane Keaton, Morgan Freeman, Jimmy Smits, and Terrence Howard There’s one thing thathtgnihtenos’erehT hasn’t changed in communicationsummocnidegnahct’nsahtah in thehtnisnoitacin e 2002 The Heart Truth® campaign, which informs women past 30 years however—Ogilvyewohsraey03tsap PR’s determinationoitanimreteds’RPyvligO—reve to provide ouruoedivorpotno r that their #1 killer is heart disease, is created for the National Heart, Lung, and Blood Institute clients with comprehensiveerpmochtiwstneilc strategic counsel anddnalesnuoccigetartsevisnehe innovative ideasaedievitavonnid s (NHLBI) of the National Institutes of Health. The Red Dress® icon created for the campaign that effectively deliverviledylevitceffetaht on your business needs innisdeenssenisubruoynorev today’s complexelpmocs’yadot elpmocsyadot x is embraced by fashion designers who support healthcare market.tekramerachtlaeh . The Heart Truth’s Red Dress Collection at New York’s Fashion Week each year. The campaign wins Best in Show at the 2004 SABRE Awards That was our goal whenwlaogruosawtahT we began as a 4-personnosrep-4asanagebewnehw office iniecfifon n 2004 Ogilvy Public Relations Worldwide named Washington. It remainsamertI.notgnihsaW our goal now that we areeraewtahtwonlaogruosnia a global firmrfilabolga m “International Agency of the Year” by The Holmes Report with more than 1700071nahteromhtiw employees in 50 countries..seirtnuoc05niseeyolpme0 2009 Ogilvy Public Relations Worldwide named “Large Agency of the Year” by PRNews Thank you for makingikamrofuoyknahT all this growth and successsseccusdnahtworgsihtllagn possible..elbissops ® TheThe Heart TruthTruth, TThe R, Reded DrDrhe Dress aresed aree trs trademarksademarks of HHS Please contact Rachel Foltz at 312-397-6050 or online at [email protected] so we can work together on your success story. OGILVYPR.COM