At the BIO Patient and Health Advocacy Summit last year, I learned a great deal about the FDA’s unprecedented approach to “Patient-Focused Drug Development,” and realized just how far advocacy relations has come during my 20 years of practice in health care PR. The way patients are being perceived by the pharmaceutical, diagnostics, insurance, hospital and biotech industries is dramatically changing. As health communications professionals, we need to understand exactly how these unprecedented shifts impact the way we counsel our clients, and construct and implement integrated communications programs.
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Eli Lilly, Novartis, FDA, the National Health Council and Top Advocacy Groups Discuss Tectonic Shifts in Patient Communications
Tags: Corporate Communications and Public Relations, health academy, healthcare communications, section conference
- They are among the world’s largest companies
- Their brands are some of the most powerful on the globe
- They apply research in their corporate communication decision-making
- Their communications leaders are speaking at the PRSA PRIME Research Strategic Corporate Communications and Research Conference, May 15-16 in New York City
Since each speaker offers a unique perspective on how their organizations use public relations research, it’s easy to assume that with the resources available to such large enterprises, their research is more sophisticated, more expensive and more complicated than anything “ordinary” PR people could attempt. It may surprise you to learn that with everything these companies have in common, they also share one more similarity: in each case, their PR measurement journey began simply, inexpensively and on a relatively small scale.
One of the great myths inhibiting wider adoption for research in public relations is the mistaken belief that research is too expensive or too complicated; that real pros know what works and what doesn’t; that they don’t need research to tell them what they already know. While instinct and experience count, each conference presenter can say that in the high-stakes business environment in which we all operate now, the benefits of a good reputation matter more now than ever. Conversely, the penalties for a poor reputation have never been greater. Good research guides decisions that lead to a better reputation and it provides the objective validation that every PR professional needs to communicate PR’s value to the business.
Never before has such a high concentration of top executives and thought leaders from the world’s greatest organizations been assembled in such an intimate conference setting
Tags: Corporate Communications, Corporate Communications and Public Relations, Management & Leadership, measurement, Professional Development and Training, professional interest sections, prsa conferences, Research & Evaluation, section conference, Strategic Planning, Techniques & Tactics
There’s been a lot written about the Affordable Care Act (ACA) and its potential impact on key industry players — i.e., pharmaceutical and device companies, clinicians, health plans and patients. But, what about the PR professionals who work alongside these players?
Whether we work in-house or on agency teams, PR professionals know that everything that affects clients affects us too. . . eventually. We can be reactive and wait for the ACA dust to settle or we can proactively help clients navigate the new landscape.
Now, there’s a huge opportunity for us to be proactive and to expand the range of internal and external stakeholders with whom we work.
Historically, health product companies have been organized around departmental “silos” – e.g., Patient Safety, Advocacy, Product Management and Access. For decades, health care PR and marketing teams focused on product/service promotion. Our goal has been to demonstrate clinical outcomes; our opinion leaders have come from academia and science.
In the wake of Medicare reform and the ACA, a new mandate has emerged: to help health decision-makers understand the relative outcomes and costs of available treatment options. The goal is now to demonstrate total value as our opinion leaders include health economists, payment authorities and policymakers (in addition to clinicians).
To help clients succeed in this new environment, PR teams need to make five key changes:
Tags: Corporate Communications and Public Relations, health academy, Legislation and Regulations, Professional Development and Training, professional interest sections, prsa conferences, section conference, Techniques & Tactics, Trends
Do’s, Don’ts and Docs: A Prescription for Improving Health Care Through Physician and Patient Conversations
A few minutes before midnight on the evening of April 3, 2012, I sat alone, exhausted, in a hotel room in Washington, D.C. The room was silent except for the constant click, click, click of my mouse as I nervously refreshed our website every other second. The story had already been broken hours ago by the Associated Press and word was beginning to spread about the next day’s announcement. However, all I cared about was making sure that our website, the central point of information we had worked on for months, went live when it was supposed to.
As April 3 became April 4, the site, as if sensing my anxiety, refreshed and the content — which we had spent countless hours meticulously editing, proofing and polishing — appeared in bright, bold colors illuminating the darkened hotel room. For a few hours, I could rest.
On the morning of April 4, 2012, the ABIM Foundation, along with Consumer Reports and nine medical specialty societies launched the Choosing Wisely® campaign at a standing-room-only event at the National Press Club in Washington, D.C. The ABIM Foundation, long a leader in advancing medical professionalism, created the campaign to encourage physicians and patients to engage in conversations about unnecessary tests and procedures that may provide no benefit, and actually could cause harm. To help begin these conversations, the nine societies created lists of “Five Things Physicians and Patients Should Question.”
The event marked the official unveiling of these lists, and while we were hopeful they would be well-received and embraced by physicians and patients, we were surprised, and, quite frankly, a bit overwhelmed by the response.
Tags: Communities, Corporate Communications and Public Relations, health academy, Media Relations, prsa conferences, section conference, Techniques & Tactics
The world continues to change so quickly. Using technology to connect with target audiences is essential in penetrating the cluttered atmosphere, especially in the field of healthcare. Social media has expanded our professional coordinates and positioned communicators to participate in the real-time conversations shaping the marketplace of ideas.
For the last 20 years, I have seen how successful policy and campaign workers use technology to transform outreach and activism. Those who embrace the effort, become early adopters, build their critical mass and consume the environment like a tidal wave.
At first, it’s overwhelming, but eventually you find your groove. Facebook, Twitter, LinkedIn, Pinterest, Groupon — initially, it did not occur to me to join them. However, for career insight or to get a better deal on frozen yogurt, it is essential to be plugged in. Patterns definitely emerge, and information management becomes key.
I’ve seen the impact firsthand at my organization, the Oncology Nursing Society. We’re engaged in a multitude of membership advocacy efforts that educate decision-makers on nursing and cancer.
Tags: Advocacy, Communities, Corporate Communications and Public Relations, health academy, professional interest sections, prsa conferences, section conference, Social Media, Techniques & Tactics, Trends
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- Eli Lilly, Novartis, FDA, the National Health Council and Top Advocacy Groups Discuss Tectonic Shifts in Patient Communications
- All That We Share: PRSA PRIME Research Strategic Corporate Communications and Research Conference
- I Got My APR, and You Can Too! Public Relations Accreditation Month
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