THE HEALTHCARE ISSUE - O'Dwyer PR
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Communications & New Media Oct. 2018 I Vol. 32 No. 9
THE HEALTHCARE ISSUE
OCTOBER 2018 | www.odwyerpr.com
Vol. 32, No. 9
Oct. 2018
EDITORIAL TO RAISE MONEY, RAISE
6 34 YOUR VISIBILITY
41% OF COMPANIES SPEND HEALTHCARE COMPANIES
$500K/YEAR ON DIGITAL PR 8 NEED TO TAKE STANDS
TRUST IN MEDIA
36 PR AND THE HEALTHCARE
20
REBOUNDS, SAYS STUDY 9 STARTUP
DIGITAL TURNS THE
40 RAISING THE PROFILE OF
TABLES ON INFLUENCE 10 ‘HOSPITAL MARKETING’
CHANGE IS HEALTHCARE’S
42 ELIMINATING THE STIGMA
GREATEST OPPORTUNITY 12 AROUND MENTAL ILLNESS
HEALTHCARE’S
44 NURTURING CREATIVITY
CHALLENGER BRANDS 14 IN COMMUNICATIONS 69
STORYTELLING FOR THE
CONNECTED CUSTOMER
46 PR STRATEGIES FOR WWW.ODWYERPR.COM
16 PUBLIC HEALTH Daily, up-to-the-minute PR news
THE ART OF CHANGE
48 RETURNING TRUST TO THE
17 LOCAL HEALTH EXPERIENCE
GENERATION GAPS
50 PEOPLE IN PR
RETURNING VALUE TO
18 51
PHARMA’S VALUE COMMUNICATIONS ‘MUST
20 HAVES’ IN AN ACQUISITION
USING DATA TO ENGAGE,
EDUCATE CONSUMERS
52 HEALTHCARE, TODAY AND
22 TOMORROW
SOCIAL MEDIA’S TRUST
54 PROFILES OF
CRISIS HITS HEALTHCARE 24 HEALTHCARE PR FIRMS
TALKING EVIDENCE IN A
56 RANKINGS OF TOP
POST-TRUTH WORLD EDITORIAL CALENDAR 2018
26 HEALTHCARE PR FIRMS January: Crisis Comms. / Buyer’s Guide
MARKETERS EMBRACE
69 WASHINGTON REPORT
February: Environmental & P.A.
WOMEN’S HEALTH March: Food & Beverage
April: Broadcast & Social Media
DEEPER RELATIONSHIPS
28 72 May: PR Firm Rankings
ARE KEY TO PR SUCCESS COLUMNS June: Global & Multicultural
PROFESSIONAL DEVELOPMENT July: Travel & Tourism
MAKING MEDICAL CRISIS
30 70 Fraser Seitel August: Financial/I.R.
MANAGEMENT PLANS GUEST COLUMN October: Healthcare & Medical
32 71 Richard Goldstein November: High-Tech
ADVERTISERS
5W Public Relations.........................................3 JPA Health Communications ........................ 33 Racepoint Global.......................................... 23
Bliss Integrated Communication .................. 25 LaVoieHealthScience ................................... 29 rbb Communications ...................................... 8
Crosby .......................................................... 37 Matter Communications ............................... 31 The Reis Group ............................................ 21
Crosswind Media & Public Relations ........... 11 MCS Healthcare Public Relations ................ 49 ReviveHealth ................................................ 47
Edelman ................................................. 38, 39 MERGE Atlanta ............................................. 15 Sard Verbinnen & Co. .................................. 45
Finn Partners ................................. Back cover Omega World Travel .................................... 59 Spectrum ........................................................ 5
GCI Health .................................................... 27 Padilla ........................................................... 35
Syneos Health .............................................. 13
Health Unlimited ........................................... 19 PAN .............................................................. 43
W20 Group ........................... Inside front cover
ICR................................................................ 55 Peppercomm ................................................ 53
Weber Shandwick .......................................... 7
Jarrard Phillips Cate & Hancock, Inc. .......... 41 Public Communications Inc............................ 9
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:
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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 September 2018. A-I: Extent and nature of circulation: A. Average No. of copies each issue during preceding 12 months: 1,200. Actual No. of copies of August 2018 issue: 1,000.
C. Average paid and/or requested circulation during preceding 12 months: 920. Actual paid and/or requested circulation for August 2018 issue: 779. E: Average total non-requested
distribution by mail and outside the mail for preceding 12 months: 48. Actual non-requested distribution by the mail and outside the mail for August 2018 issue: 0. F: Total average
distribution for preceding 12 months: 968. Actual distribution of August 2018 issue: 779. G: Average number of copies not distributed preceding 12 months: 232. Actual number of
copies of August 2018 issue not distributed: 221. H: Average of total distribution and copies not distributed for preceding 12 months: 1,200. Sum of total August 2018 issue distributed
and not distributed: 1,000. I: Average percent paid and/or requested circulation for preceding 12 months: 95%. Actual percent paid and/or requested circulation for August 2018 issue:
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EDITORIAL
Finding meaning in a post-truth world
D onald Trump is less responsible for America’s existential crisis than he is a symptom of
it, the result of what happens when people identify themselves by an increasingly narrow
set of beliefs, and the only remaining tie that binds us is the notion that objective truth
no longer has any value in informing those beliefs.
Our current political dysfunction can be illustrated with a simple exercise: if you told me
EDITOR-IN-CHIEF
Jack O’Dwyer
jack@odwyerpr.com
your personal stance on, say, climate change, I’d be able to determine with 90 percent accuracy
your positions on immigration, abortion and gun control, issues that have nothing to do with ASSOCIATE PUBLISHER
one other aside from serving as ideological linchpins in the culture wars that’ve fenced off the John O’Dwyer
two major political parties in this country. These religious commitments to a fixed set of pol- john@odwyerpr.com
icy issues don’t represent how people normally exchange ideas. In reality, we’re motivated by
pluralistic principles, our own made-to-order goals. People are complex, even if our modern
political silos belie that notion. SENIOR EDITOR
Our media environment has definitely had a hand in widening this schism, where hyper-par- Jon Gingerich
jon@odwyerpr.com
tisan news outlets and social networks are curated to suit our ideology, offering echo chambers
that cater to personalized, subjective accounts of reality. Complex issues are condensed into SENIOR EDITOR
easy-to-swallow slogans. Anyone who doesn’t share our viewpoints is naive, stupid or racist. Kevin McCauley
An à la carte media menu is available to feed back our unearned sense of moral superiority, kevin@odwyerpr.com
confirming why we’re always right and why the other side is always wrong.
This makes conversation with anyone who doesn’t share our beliefs difficult, because any
claims that run contrary to our fixed ideas of “truth” are seen as an affront to our narcissis- ASSOCIATE EDITOR
Steve Barnes
tic commitments to the identities that define us. It’s at the point that, as former New York steve@odwyerpr.com
Times book critic Michiko Kakutani wrote in her new book, The Death of Truth, “Stars Wars
movies and the Super Bowl remain some of the few communal events that capture an audience CONTRIBUTING EDITORS
cutting across demographic lines.” I’m guessing Kakutani was still drafting her tome when the Fraser Seitel
NFL’s anthem protests turned the league into a political battleground. So, Star Wars it is. Richard Goldstein
It’s interesting that the post-truth era has become the left’s bête noire, given its tenets sound
eerily similar to what postmodernists in the academic left have been selling us for decades.
EDITORIAL ASSISTANTS
The legion of Fox News viewers who refuse to accept science, who flock to media narratives & RESEARCH
that undermine the biases of a perceived “establishment” power structure, remarkably mirrors Jane Landers
a school of thought whose message has been, essentially, the same: that everything is an in-
finitely interpretable social construction, that there are no universal truths. I’m not suggesting
Trump has been reading Foucault or Derrida, but addressing this problem is nothing if it isn’t
a clear and obvious repudiation of the failings of postmodernism, be it from Gauloises-puffing John O’Dwyer
professors or a populist movement with an aversion to anything resembling objective reality. Advertising Sales Manager
john@odwyerpr.com
In fact, the culture wars have had this weird effect of causing a 180-degree ideological flip on
so many issues for the right and left you could argue they’ve arrived at a sort of accidental con-
sensus in the sense that issues now matter less than blind party loyalty. When I was a kid, con- O’Dwyer’s is published monthly for $60.00
servatives were offended by everything. A trip to a college campus today confirms this is a be- a year ($7.00 a single issue) by the
havior now ensconced firmly in the left. The left 20 years ago opposed global trade agreements. J.R. O’Dwyer Co., Inc.
Now the left is decrying Trump’s tariffs against China while conservatives, once vanguards of 271 Madison Ave., #600
free trade, support them. Conservatives railed against the left for their “relativism,” but now New York, NY 10016.
it’s the right who seem to believe truth is in the eye of the beholder. The left, meanwhile, has (212) 679-2471 Fax: (212) 683-2750.
become an ardent defender of science, though, to be fair, they haven’t been immune from the
follies of cherry-picking data that confirms their preconceptions either. © Copyright 2018 J.R. O’Dwyer Co., Inc.
So, what to do? It appears the only commonality people share anymore is their logical dex- OTHER PUBLICATIONS:
terity, the idea that they’re more interested in earning prestige points within their political
tribes than expressing coherent viewpoints. Ideally, both sides will eventually realize we’re be- www.odwyerpr.com
ing played by bad information. If we ever intend to repair the bridge between us, we need to re- Breaking news, commentary, useful data-
claim objectivity, and to do that we have to regain control of data and demand better standards bases and more.
from our media. Facebook, now Americans’ number-one daily news source, is essentially a
facts-free zone, where clickbait and conspiracy theories reach more eyes than actual news. O’Dwyer’s Newsletter
A four-page weekly with general PR
Facebook’s massive September security breach, where hackers gained access to 50 million user news, media appointments and placement
accounts, attests to the fact that the site remains perilously vulnerable years after data firms opportunities.
and Russian troll farms used it for propaganda efforts in the months leading up to the 2016
election. If you want to improve your media diet, you could do worse than delete your social O’Dwyer’s Directory of PR Firms
network accounts. This clearly isn’t working. Listings of more than 1,250 PR firms
If our post-truth era teaches us anything, hopefully it’s the notion that using media to feed throughout the U.S. and abroad.
our confirmation biases is a terrible substitute for the greater value of using these tools to gain O’Dwyer’s PR Buyer’s Guide
the insight and knowledge that comes with a rational worldview. Advancements in AI and ma- Products and services for the PR industry
chine learning will undoubtedly make tomorrow’s fake news even more convincing. As long in 50 categories.
as truth remains a dispensable casualty, we can’t expect to bridge our divide anytime soon. But jobs.odwyerpr.com
the unwritten implication for failing to do so is dire. We’ve created the very sort of environ- O’Dwyer’s online job center has help
ment in which extremist ideologies thrive. wanted ads and hosts resume postings.
— Jon Gingerich
6 OCTOBER 2018 | WWW.ODWYERPR.COM
MEDIA REPORT
41% of companies drop $500k per year on digital PR
Businesses typically rely on a variety of re-
Nearly half of businesses now spend at least a half-million dollars sources in the course of implementing their
in digital marketing each year, according to a recent report. digital marketing efforts. Most use in-house
staff (69 percent), followed by software (59
B
percent), a digital marketing agency (50
By Jon Gingerich
usinesses are devoting more resources On the other hand, nearly three-quarters percent), and a freelancer or consultant (32
to boosting their online presence, and of businesses (73 percent) said they plan percent).
are planning to spend more this year to decrease their investment in at least one Among businesses that currently rely sole-
on digital marketing than ever before, ac- digital marketing channel in the next year. ly on in-house staff and don’t use a digital
cording to a recent survey released by busi- In particular, businesses are less interested marketing agency, freelancer or consultant,
ness news site The Manifest. spending time and money on display/ban- nearly one-third (32 percent) said they plan
Nearly half of businesses (41 percent) ner advertisements and paid search adver- to outsource their digital marketing efforts
reported spending at least a half-million tisements in the next year. within the next year.
dollars on digital marketing each year, and
more than four-fifths of businesses (81 per-
cent) spend at least $50,000, according to
Consumers fret over tech’s expanding role
the survey. Consumers credit tech for improving their lives, but many worry
More than a third of businesses (34 per- about tech’s expanding presence, according to a recent study.
cent) said they devote between 51-75 per-
W
cent of their overall marketing budgets to By Steve Barnes
digital marketing. hile most consumers say technol- views people have of technology are often
Among the businesses that currently use ogy has improved their lives over a question of convenience vs. privacy. For
digital marketing, nearly all (99 percent) the past five years, concerns about example, 84 percent of those surveyed said
said they plan to invest more in at least one its expanding presence are growing, accord- that technology makes shopping more con-
digital marketing channel within the next ing to a new study released by Ketchum. venient, with close to half (48 percent) say-
year. And most businesses also plan to in- The most tech-savvy consumers, dubbed ing that they do all their shopping online.
crease their investments across a variety of “techruptors,” are leading the charge when But only 8 percent trust retailers with their
digital marketing channels, with social me- it comes to voicing those concerns. personal data, and 37 percent of respon-
dia marketing (64 percent) and websites (55 Ketchum’s Social Permission and Tech-
percent) topping the list. nology Study finds that the conflicting _ Continued on next page
8 OCTOBER 2018 | WWW.ODWYERPR.COM
Trust in media rebounds, says study
percent of respondents said they were
Trust in the media is on the rebound when it comes to corporate equally or more confident that employers
and social responsibility matters, according to a recent study. who promote workplace diversity are also
likely to attract top talent.
T
By Kevin McCauley The takeaway from the study is that
rust in the media is up when it comes thing more than thoughts and prayers fol- Americans want “harder evidence in the
to information about corporate and lowing a public emergency was less than it form of facts and figures to inform their
social responsibility, while reliance on used to be. A similar number (65 percent) decisions and actions,” said G&S manag-
the accountability of government officials is indicated that their trust in the government ing director and sustainability leader Ron
down, according to a September study re- to protect the environment or responsibly Loch.
leased by G&S Business Communications. use natural resources had fallen. For the G&S Sense & Sustainability
According to G&S’s ninth annual Sense The positive perception of workplace di- study, global public opinion and data com-
& Sustainability study, 49 percent of Amer- versity and inclusion appears to be on the pany YouGov plc polled 2,659 U.S. adults
icans turn to news media for information rise. When asked to compare their current ages 18 and older between August 21 and
about corporate social and environmental views to those they held five years ago, 60 23.
responsibility. That’s a six percent jump
from last year’s 43 percent, which marked
a five-year low.
In addition, more people are likely to pur-
sue information about issues surrounding
corporate accountability. Only 25 percent
of survey respondents said that they are
staying uninformed, down from 32 percent
in 2017’s survey.
However, faith in the government’s ability
to effectively address problems of corporate
responsibility is weakening, the study says.
Almost two-thirds of survey respondents
(64 percent) said their confidence that
elected officials can be relied on for any-
TECH’S EXPANDING ROLE
_ Continued from page 8
dents don’t trust any organization with their
data.
The same split can be seen in how technol-
ogy affects relationships with family mem-
bers, especially for families with children.
Although 55 percent of respondents say
technology has made time spent with their
children better, 85 percent are concerned
about their child’s safety and 76 percent have
concerns over the effect that new develop-
ments in technology could have on the pri-
vacy, as well as the safety, of their kids.
Consumers have contradictory opinions
about protecting data privacy. Although 85
percent say there should be more legislation
around data privacy, they voice little faith in
the ability of government to deal with the
problem. Only 18 percent say they trust state
government to protect their digital privacy.
The source of action to address those
conflicts, the study says, comes from the
“techruptors,” young digital natives who
have fully integrated technology into their
day-to-day lives. More than 9 out of 10 are
in favor of further legislation around data
privacy, with 92 percent saying they at least
partly agree that the U.S. needs a system
along the lines of the GDPR that monitors
data privacy within the European Union.
WWW.ODWYERPR.COM | OCTOBER 2018 9
FEATURE
Digital turns the tables on influence
Communication pros must educate their clients on how digital media has democratized the healthcare
landscape and has changed the ways in which consumers are now engaging with health information.
By Gil Bashe, Kristie Kuhl and John Bianchi
H ow many screens do you check each
day? Smart watch, phone, tablet, lap-
top and desktop? More? On those
screens, how many social sites do you vis-
it and how often? It’s an accepted fact that
driving social media conversation as mu-
tually exclusive; they’re parts of the same
tactical synthesis. Overall, the story is the
spark that drives interest and real engage-
ment. It’s what builds brand awareness and
possibilities the results reveal. Though not
fully informed on how to translate results
into next-steps action, we’re infinitely more
aware — albeit anxious — before receiving
that physician’s office voice message: “The
digital media has changed the communi- the call-to-action to improve peoples’ lives. doctor would like you to come in to discuss
cations dynamic and in many more ways At the heart of this new information en- your lab tests.”
than people recognize. For the last several vironment is an ability to search, access and Digital information
years, communications professionals — on engage in seconds. SEO and hashtags have is creating healthcare
the client and agency side — have treated the power to connect with topics that are democratization, espe-
digital media as a new and growing group important to our lives with specificity. The cially in an age when
of social outlets, a place to post “informa- smart phone has enabled a 24/7 “I want to we rely less and less
tion billboards” or a wait-and-see mystery. know now” engagement mindset. “Now,” on a consistent prima-
This isn’t the complete picture of the digital takes precedence over complete informa- ry care physician and
media landscape. tion. To compete in fast-breaking news en- have become our own
Once PR practitioners pursued the “big vironments, top “traditional media” report- health historians. As
placement.” But, the New York Times, USA ers often post initial comments on Twitter access to information Gil Bashe
Today or Washington Post feature — still and file their longer stories hours later. In is critical to our fami-
cause for champagne-popping celebration the meantime, an army of content bloggers lies’ wellbeing, we now
— may have less reach than the story that have taken center stage with 280-character need our health data at
goes viral on social media with hundreds of Twitter posts, ample length to convey key hand. Life-enhancing
shares that add up to millions of influencer points and drive social engagement. wearables link to our
connections. The bigger that conversation, To make sure that target audiences assess smart phones and alert
the further the reach, drawing in people client news objectively, communication us to irregular heart
from the furthest points of the health eco- pros must educate their clients to consider rhythms, adjust diabe-
system circle-of-influence, creating aware- how information changes hands. While the tes insulin pumps and
ness and driving change. Wall Street Journal might be a safe bet to even fine-tune neu- Kristie Kuhl
What’s changing is more than the num- cover a story with objectivity, winning over ro-implantables to bet-
ber and type of social media outlets. Digital a social media pundit and seeing their pos- ter control Parkinson’s
technology enables new ways of relating to itive tweet may have equal influencer value. tremor. Digital access
information, even through what are still The transformative effects of the digital is improving lifestyles
being labeled as “traditional” media outlets. conversation become apparent in how we for people with chron-
Digital communications transform how research information in every area of our ic conditions through
media works, whether it’s the 200-year-old lives, from cooking to politics. The appli- cloud-based services
newspaper or a two-month old blogging cations of this transformation to how we that enable people to
platform. relate to our personal health are already ap- store and access health
Digital media is inviting readers to be- parent and are making their mark — and records while on the go.
come part of the narrative. When the Wall waves — on how consumers consider their Personal investment John Bianchi
Street Journal publishes an important sto- right to know and ultimately engage. in digital communica-
ry geared for the Tuesday print edition “Many consumers expect to own their tions — driving news and social engage-
— thanks to digital media — readers are health journey,” said Michael Heinley, ment — is the mark of the early adapter.
already viewing the story online Monday Partner, Health, Finn Partners, and former We no longer wait for tomorrow’s paper
night and talking about it on social media WebMD VP of Corporate Communica- when it’s news that’s vital to our pocket-
that evening. Opinions are being formed, tion. “Reporters are also consumers and book or medicine chest. Digital media un-
allies and pundits taking sides and positive approach access and timing of company leashes the “power of now,” and as agencies,
and negative comments appearing before information through the lens of: ‘are you we must harness it, or our clients will be left
the traditional media hit takes center stage. worthy of my trust?’ Failure to move quick- behind, or worse. More importantly, from
The information exchange game is in mo- ly is seen as stalling or massaging the facts.” the moment fast-moving social media re-
tion hours before the paper appears at the Likewise, if we consumers go to the doc- porters share a point of view on their chan-
corner newsstand. tor’s office for a blood test, we’re no lon- nels, physician leaders, patient advocates
As communications professionals, we ger content to wait for the paper results. and other reporters interact and put their
need to tell stories with impact and res- In many cases, they’re available online stake in the ground. The sharing of accu-
onance. We need to move beyond think- for our access the same moment that the rate, authentic and compelling editorial
ing about securing the “big placement” to physician’s office is notified. Here, curiosi- and content is how we facilitate a conver-
sparking the “big conversation” that chang- ty — once cited as the danger that “killed
es mindsets and behaviors. We can no lon- the cat” — saves lives. Spurred to action, we _ Continued on page 17
ger look at pursuing traditional media and may do our own research on the risks and
10 OCTOBER 2018 | WWW.ODWYERPR.COMFEATURE
Change is healthcare’s greatest opportunity
And as more employers build out their own
The healthcare industry’s biggest pain points are also playing an care delivery networks, it will no longer be
important role in driving transformation and innovation. By Ryan Lilly enough to be one of a few insurers in a giv-
W
en geography either.
hile the healthcare industry has replacement or care you receive. Already, we’re seeing more examples of
been talking about evolving for The pricing issue isn’t even limited to the provider organizations charging a monthly
decades, we finally stand at the care we receive from our doctors. It also ex- fee. Regardless of the model, it’s clear that
precipice of real change. With disruptors tends to the pharmacy. This is another slice the normal structures are being challenged
like Amazon, Berkshire Hathaway and JP of the healthcare pie under increasing scru- with an eye toward lower cost and increased
Morgan pushing in, and mega-mergers tiny for its pricing models, which again, is quality.
like CVS and Aetna challenging traditional unlike just about anything we see in any For healthcare orga-
models of care, the pillars of this long-stag- other industry. While biopharma break- nizations, this means
nant industry are finally being challenged. throughs are resulting in specialty drugs highlighting differen-
Couple this with skyrocketing out-of- for rare conditions which have historically tiators like patient en-
pocket costs and increasingly empowered equated to a death sentence, many come gagement tools, access
healthcare consumers, and healthcare’s sta- with million-dollar price tags. While ex- to telehealth or intui-
tus quo just doesn’t seem possible. citing, these innovative drugs are only im- tive user experiences. It
Exactly what the “healthcare revolution” pactful if we can get them into the hands of means looking toward
will look like remains to be seen, but it’s dif- the patients who need them. And for many, a future which may see
ficult to imagine the industry looking the the cost is simply too prohibitive. your organization deliv-
same in five or ten years. No matter where Quality of care ering different messages Ryan Lilly
your organization falls within the healthcare While the cost of healthcare is top of mind to different stakeholders.
continuum, now is the time to look to the for many, quality of care also remains under We’re heading further away from sterile,
future and seek opportunities to do better. threat. Currently, around half of all physi- cold, acute settings and experiences, and
Fee-for-service model cians report being burnt out. Think about increasingly toward something that’s more
To understand where healthcare is head- that the next time you go to the doctor: like a spa, where aesthetic and customer
ed, it’s important to first understand where Your chances of getting a physician who is service are a priority. Anyone who’s been
we’re falling short, so we can anticipate still engaged in their profession are about to a modern urgent care can attest to this.
where change is needed most. Cost tops as good as a coin flip, which a truly scary The movement to transform and modern-
the list of complaints when it comes to care prospect for patients and for the future of ize healthcare isn’t limited to payers and
in this country. Many feel the fee-for-ser- care in this country. providers. Technology vendors are also
vice model we’ve built, by which providers These astronomical burnout rates are at- evolving to become more Apple-esque and
are paid regardless of patient outcomes, tributed to several different things, but two mirror the technologies we use in our per-
is a foundational flaw that drives up costs. of the most commonly cited culprits are sonal lives.
Think about it: would you pay a mechanic if mandated adoption of subpar technology Whether it’s employers becoming health-
they replaced a part and your car still didn’t and increased administrative workload. care providers, Amazon drones delivering
run? Probably not. But if your mechanic This is ironic, when you consider that tech- prescriptions or visiting the doctor via an
was a doctor, they’d get paid for the services nology has been positioned and marketed iPhone, major changes are on the horizon.
rendered, regardless of the outcome. to make doctors’ lives easier and improve This represents a huge opportunity from
This is changing slowly, as the industry patient care. a communications perspective, as the in-
shifts toward outcome-based reimburse- The above doesn’t even begin to scratch dustry will be looking increasingly toward
ment and away from fee-for-service. A little the surface of healthcare’s many pain points, thought leaders to help make sense of it all.
disruption from non-traditional healthcare but it begins to paint a clearer picture of the It’s up to communications professionals to
entities may be just the kick in the pants the areas where we’re falling short and where help paint the picture of change, articulate
industry needs to accelerate this change. subsequent opportunities for change exist. a value proposition and educate the market
Pricing and billing It’s not at all surprising that such a profit- as to how their organization is driving and/
Healthcare pricing and billing has also able and inherently risk-averse industry is or reacting to it all.
been increasingly scrutinized in recent slow to change, but there’s no more room in The worst thing the industry can do is
years. Unlike virtually every other industry, healthcare for “because we’ve always done resist these changes or turn a blind eye, as
what healthcare costs consumers isn’t based it that way.” While I don’t pretend to think the box has already been opened — and
on the cost to deliver it. Instead, healthcare that professional communicators will figure it doesn’t appear possible to shut it again.
costs are determined primarily by what this all out, I do know that we need to an- Much of the success of a revolution — like
providers can negotiate with insurers. This ticipate change and be prepared to address the one currently occurring in healthcare —
means that pricing isn’t fixed and is general- stakeholders that may not traditionally fall depends on collaborative idea sharing and a
ly tied to how much leverage a given provid- within our purview. sense of the greater good. This is something
er organization or payer has. Essentially, the Communicating differentiators to that more brands should keep in mind as
more members or patients fall under their address pain points they turn their gaze to the future. Whether
umbrella of coverage or care, the better their We’re already seeing healthcare organi- you’re Jeff Bezos, Seema Verma, Sanjay Gup-
chances of negotiating an ideal price. This zations reexamine their marketing efforts ta or a healthcare PR practitioner, change is
is why you can pay one price for a knee re- in anticipation of change. As patients find coming. And we all play an important role
placement in one city and three times that themselves with more options to access in defining what that change looks like.
amount in another. The increased price has and pay for care, it’s no longer enough to Ryan Lilly leads the healthcare practice at
nothing to do with the quality of the knee be a hospital or nearby physician practice. Matter Communications.
12 OCTOBER 2018 | WWW.ODWYERPR.COMFEATURE
Healthcare’s challenger brands
Why brands in the medical device world require a different
approach to marketing.
that indicates performance, surgeons can
By Amy Fisher
A
take the first step toward interest and trial.
challenger brand is exactly what it technologies, brands and devices they’ve Education can be a powerful tool when
sounds like — a brand that, as an had success with in the past. Getting their approaching investors as well. While an in-
emerging company or division of attention for a new, unproven and unfa- depth technical explanation may resonate
an established company, is challenging the miliar device can be nearly impossible, with surgeons or even patients, this isn’t
status quo. It’s an organization going up especially if they don’t know your brand’s necessarily the best way to reach early-stage
against a market leader to solve a new or name. investors.
existing business challenge. But a challeng- While these challenges make market- Brands need to adapt the message to
er brand’s main selling point is its approach, ing difficult, it’s not impossible for device convey market and research data, educat-
how it aims to solve challenges by tackling brands to take on traditional industry lead- ing investors on the
the problem from an entirely new angle and ers. Challenger device brands must simply offering’s importance,
shaking up how end users view the market take a different approach. without clouding it
in the process. Hold focus groups with industry jargon.
And shake things up they have. Surgeons can play an important role in The investor messag-
Uber, Airbnb and HelloFresh are chal- the development of any device. As a chal- ing must answer ques-
lenger brands that successfully broke lenger brand, a device must hit a home run tions they care about:
through the noise and changed the way with its stakeholders, and what better way How much does it cost
we see transportation, accommodations to ensure surgeons are on board than to al- to make? How much
and grocery shopping. Beyond these new low them to guide its creation? does it cost the patient Amy Fisher
“household name” brands, the medical In surgeon focus groups, brands can be- and the health system?
industry also has its fair share of challeng- gin talking about a device category and so- How much margin is possible? What are
ers — whether it’s introducing a new way liciting feedback during the initial design the risks? What makes it unique in the mar-
to screen for diseases, a new implantable and development process. ket?
heart device or a different delivery method Product managers can explain the tradi- Challenger brands must convince inves-
for vaccines, there are plenty of companies tional ways a procedure is done, the limita- tors there is a realistic potential for the of-
disrupting the market with a new approach tions of that method and the offering being fering to earn a percentage of market share
to solving an old problem. created. Then, ask for input. Do they see as it goes up against incumbents.
Most challenger brands — especially any obvious flaws? Are there barriers that Work with thought leaders
start-up challengers — face obstacles when would prevent them from adoption? Do Identify the key medical organizations
attempting to capture attention and market they see the value in the product? What that are influential with your stakeholders
share for a new idea: low brand awareness, would ultimately convince them? How and develop a strategy to share research
limited resources and lack of understand- would they use it? and educate these groups. Having trusted
ing from buyers to name a few — but the Focus on education leaders in the industry — with no ulterior
medical device industry in particular must Medical device brands can’t promote a business interest — support your research
overcome more hurdles than others. product before getting approval on a sub- lends credibility to your brand story.
Rules and regulations mitted Premarket Notification or 510(k) Med device challenger brands can stra-
Most challenger brands can prep the mar- from the FDA, but it’s possible to share trial tegically partner with thought leaders by
ket before launch, building excitement with data or research. enlisting them to author and share relevant
sneak peeks and big disruption promises. Data-driven and science-backed educa- content or inviting them to be spokespeo-
Think about how Apple had long promoted tion is the name of the game. Think of it ple for media and at industry events.
a portable, simple, connected computer, so as the difference between a peer-reviewed Keep in mind there’s a spectrum of how
when it launched the iPad, buyers were al- journal article and a promotional brochure. coordinated these efforts can be. For ex-
ready lined up. One educates and the other sells. ample, you can work closely with specific
Because of the nature of its heavily regu- Clinical trial data and research can help thought leaders, carefully mapping out the
lated industry, device brands can’t rely on educate surgeons, using data to show com- partnership agreement, or you can share
pre-launch tactics. In line with FDA regu- parisons of existing solutions and how a a “toolkit” with brand information and
lations, these companies must be extreme- challenger device could be an improve- resources and take a more hands-off ap-
ly careful about medical claims and are ment over existing solutions. By using re- proach.
unable to prime the market unless they’re search-backed education tactics to reveal Most importantly, the thought leader
providing scientific, educational materi- gaps and opportunities, the challenger must maintain their credibility, meaning
als that follow strict FDA guidelines. Any brand can effectively prime thought leaders you’ll need to refrain from overprescribed
pre-launch marketing must be factual and in the market for its eventual FDA approval talking points, allow the thought leader to
formal, and designed only to explain the and launch. express information in their own voice and
labeled usage, techniques, safety and risks Research also is an effective way to over- stay transparent with your stakeholders.
associated with the device. come surgeons’ aversions to risk. This mar- Creativity is key
The obstacles don’t stop there. Surgeons ket needs to know the challenger brand is Your challenger brand isn’t following tra-
are extraordinarily risk-averse stakehold- designed to be a better offering for both
ers. Understandably so. They like proven surgeons and patients. By sharing research _ Continued on page 17
14 OCTOBER 2018 | WWW.ODWYERPR.COMFEATURE
Storytelling in the age of the connected customer
How content with a focus on experiences and emotional marketing can keep customers connected
and create advocates for your brand.
By Dan Martin and Matthew Briggs
T oday’s healthcare landscape is rapidly
changing. Factors such as wavering
legislation, value-based care’s im-
pact on the physician model, pressure on
pharmaceutical companies to reduce costs,
tionate bonds from close relationships are a
major part of human behavior.”
Emotion-led marketing
Find a way to connect with your custom-
ers on a deeper, more emotional level. Do
personalization will help you engage your
target market and move
from awareness to con-
sideration to intent.
An ABM strategy
the introduction of wearables to the mar- you give them peace of mind? Do you make arms your sales team
ket and informed consumers are contrib- life easier? Use these triggers to strengthen with content that is
uting to this evolution. At the same time, your relationship and foster loyalty. En- meaningful to their
audiences — plans, providers, employers, hanced loyalty might be the most impactful respective prospects.
patients — are also changing the way in outcome of well-done storytelling, leading The key to ABM rests
which they seek information. According to more engagement with your brand. in the collaborative ef-
to DMN3, 72 percent of Internet users say Take, for example, a PAN client who fo- forts of the sales and Dan Martin
they searched online for health information cuses in the biopharma market, specifically marketing teams. To
within the past year. But the same message the rare disease space. Rather than promote work effectively, both
is not always appropriate for each of these one-off campaigns they have designed and sides need to be aligned
diversified audiences. executed on behalf of pharma and biotech and acknowledge the
So, what does this constant evolution companies, or differentiate on the novel benefits that ABM has
mean for your healthcare brand, and how treatments they helped commercialize, for to offer: increased ROI,
can you effectively utilize all that is available the past several years they’ve used Rare Dis- higher degree of per-
for today’s marketers to connect with your ease Day to elevate their story. This places sonalization, increased
target audience and grow brand awareness? the larger focus more holistically on rare conversion potential,
Employing a strong integrated marketing disease, making it personal by showcasing improved brand repu- Matthew Briggs
and PR strategy can be a key move to reach the patients and care givers who make up tation and better cus-
that next step. We distill three pillars inside this unique community. Through podcasts, tomer relationships.
that strategy — storytelling, brand advo- documentary movies, earned, owned and Creating brand advocates
cacy, emotional marketing — that, when shared media, they have taken their audi- Speaking of building better relationships,
combined, will help you take the content ence down a path via a well-thought out look no further than the earned-shared-
approach for your healthcare brand to the and executed content strategy, one that en- owned ecosystem to understand how they
next level in the age of the connected cus- gages the audience, solicits emotion and, in magnify each other to support an advocacy
tomer. effect, connects them more closely to the program that can take your storytelling to
Storytelling brand. Given that Rare Disease Day typi- the next level. At the end of the day, a big
Storytelling has become a buzzword in re- cally falls in February, they use this mile- part of your content marketing effort is sto-
cent years, but stories are still the best way stone as a jumping-off point to set the tone rytelling, not exclusively how you tell your
to create stronger connections with key of their content marketing, PR and com- story, but how those who engage with your
constituents, be they patients, providers, munications strategy for the remainder of brand, products and services tell it. Build-
health plans, policymakers or other influ- the year. ing brand advocates takes time and re-
encers. Yet, the question many healthcare Targeting your approach sources. It also takes a dedicated approach
companies and organizations continue to Personalized storytelling might seem to nurturing customers’ experiences, so
struggle with is: how do we use stories to particularly easy when thinking about tar- they become loyal and willing to testify to
create and nurture customer relationships? geting the patient in the context of a B2C your company’s vision.
The answer is very simple in theory: per- approach. Think of all the relevant ways Just as brands build advocates in the
sonalized storytelling. It comes down to to showcase the value of benefits, cost and B2C space, so too can healthcare brands in
listening, learning and engaging with your care efficiencies, improved care, wellness, the B2B arena. Why? Because it all comes
customers. Take out assumptions and lead virtual care, chronic condition manage- down to a few core tenets: trust, reference
your audience along a journey without sell- ment, tobacco cessation and many other and reviews. If you hit on all of these criti-
ing or pushing them. Staying genuine and highly relevant and personal topics. cal elements, you’re on the path to building
authentic will increase brand awareness, It can be more challenging on the B2B brand loyalists. The winning combination
return higher engagement rates and, ulti- side, however, when trying to sell into of word-of-mouth marketing, trustworthy
mately, convert more qualified leads. providers or health plans. B2B marketers recommendations and online “reviews”
Keeping your content honest equates to are increasingly turning to Account-Based move a healthcare brand toward higher
authentic storytelling. Strive to provide Marketing strategies to optimize this ap- rates of consideration; therefore, the peer
customers with an opportunity to feel like proach. ABM is based on setting goals for testimonial holds the same weight as it does
they are part of a larger group. Research target accounts and communicating with for consumer brands. The challenge is guid-
from psychologists Roy Baumeister and prospects as a market of one. It’s a frontline ing their passion and honing their experi-
Mark Leary best describes this need in their approach to ensure marketing teams are ence to funnel into high-quality referrals
“belongingness hypothesis”: “People have speaking to individuals in the field, wheth- and, ultimately, drive sales.
a basic psychological need to feel closely er they fall in the top, middle or bottom of
connected to others, and that caring, affec- the sales funnel. The right positioning and _ Continued on page 54
16 OCTOBER 2018 | WWW.ODWYERPR.COMThe art of change
PR pros navigating today’s complex healthcare world should remember that they serve as guardians
of the art of change, and must communicate how healthcare leaders play a pivotal role in shaping the
industry’s ongoing evolution.
A
By David Jarrard
staggering number of exciting inno- changes necessary, science will be vital, but Be emotional. Care about the change;
vations are happening in healthcare. nothing happens without the art. connect the change to your emotions and
Most will fail. The danger of a less-than-artful approach the emotions of those whose behavior you
They will fail because, so far, the conver- to change is clear. Doctors, angered at a need to change. If you fail to do so, the
sations regarding the change current oc- compensation redesign, have ousted CEOs. emotional part of change still exists. Others
curring in healthcare have largely ignored Nurses frequently band together to block will fill in gaps you leave
the human element. initiatives. And while they may not be at with their own stories,
The healthcare system is made of people, the top of the food chain, clinicians are and that will not help
and people change because of how they the most trusted people within healthcare your cause.
feel, not facts they know. Therefore, health- institutions. Every year Gallup polls show Emphasize what will
care leaders looking to change their orga- nurses among the most trusted profession- stay the same. People
nizations must convey new tools and pro- als in America. In other words, it’s critical have a fundamental
cesses within the context of human reality. to have the people who’ll make health sys- emotional need for sta-
New technologies entering our field are tems run — and represent them to the pub- bility. Even though your
exciting, but no tactical or digital solution lic — on board for transformative work. proposed change may
will solve a cultural problem. But these core employees will reject a be sweeping, as you David Jarrard
Our job as healthcare communicators, recommended pivot if they can’t see how communicate it, include
more than ever, is to be the translator. We it impacts their lives, or they feel like the information about what won’t change.
must help leaders frame cutting-edge inno- leader doesn’t account for the reality of Even though there’s a merger, will your
vation within the boundaries of what’s do- their jobs. employees keep their jobs? Though you’re
able. We must build language around the Here’s an example: leaders making the introducing new technology, will you make
digital revolution that speaks to the heart. case for a merger don’t win the hearts and sure it won’t disrupt the workflow? Do your
Simply put, we are the guardians of the art minds of employees by citing cost efficien- values remain solid even though there’s a
of change. cies. Instead, they must explain how the leadership shift? If so, say it.
What is the art of change? merger enables the system to complete its Do more listening than talking. Being
The science of change is already part of mission. People back change based on how heard is often more important than any ac-
the industry’s discourse. The science of they feel; they use facts to support the con- tion that comes from being heard. So, when
the future will be AI, blockchain, machine clusion directed by their feelings. you’re rolling out a major change for your
learning. Now, we’re seeing data that makes How to start with the art of change people, set aside time to listen to them.
the case for change: declining inpatient ad- Communicators guiding healthcare lead- Schedule time for the right stakeholders to
missions, overuse of emergency depart- ers through the art of change can start talk to you about how they feel.
ments at hospitals and a cost structure by walking them through the following David Jarrard is President and CEO of
that has gotten out of control. To make the high-level steps: Jarrard Phillips Cate & Hancock, Inc.
HEALTHCARE’S CHALLENGER BRANDS the perfect place to let surgeons get up close TURNING TABLES ON INFLUENCE
_ Continued from page 14 and personal with a device, seeing the ben- _ Continued from page 10
efits first hand.
Half-day symposiums. Relevant trade sation that has influence and causes ripples
dition, so why stick to traditional commu- shows gather your key stakeholders in the to spread ever outward, affecting positive
nication tactics? To boost brand awareness same place at the same time. Take advantage change. If we embrace our core mission to
and stand out among established competi- of these opportunities by hosting a half-day make a difference through health commu-
tors, challenger brands may need to get cre- symposium before or after the show to offi- nications — to enable people to make in-
ative. Try a few of these strategies: cially launch a product (after FDA approval, formed decisions through access to infor-
Video assets. A compelling video can of course). mation — we will find a way to help clients
convey the problem with current market Above all, don’t be afraid to try new ways in the highly-regulated health space find
solutions, research or even surgeon testi- of communicating, as long as you stick to better avenues to social and digital plat-
monials from clinical trials. This approach the rules for your regulated industry. If form use. If not, others will tell their ver-
to education can go a long way in chang- you’re going to challenge the status quo and sions — accurate or not — of our stories
ing stakeholder perceptions and impact- fight for market share, you must be willing for us.
ing their willingness to engage with your to be bold, to communicate through chan- Gil Bashe is Managing Partner, Global
brand. nels that others are not and to share your Health, Finn Partners @Gil_Bashe. Kristie
Experiential marketing. The best way to research as often as possible. Challengers, Kuhl is Senior Partner, Health, Finn Part-
get surgeons to understand your offering is this is no time to be timid. ners @KPCK. John Bianchi is Vice Presi-
to get them to interact with it. For example, Amy Fisher is a Vice President in Padilla’s dent, Health - Social Impact, Finn Partners
a physical or virtual cadaver lab could be technology practice. @Jnobianchi.
WWW.ODWYERPR.COM | OCTOBER 2018 17FEATURE
Generation gaps
To reach Baby Boomers, healthcare organizations need to promote
media strategy.
an active lifestyle and pay closer attention to local media. According to Statista, 68 percent of U.S.
Baby Boomers use YouTube, which indi-
T
cates a fairly healthy appetite for online
By Liam Collopy
he oldest Baby Boomers turn 72 this Brightline Strategies, among people aged 65 video. Online video, of course, presents
year. But don’t call them old. and over, 59 percent of the respondents said tremendous opportunities for marketers
Seventy-four million strong, Baby they use the Internet to research a specific to illustrate their products and services.
Boomers, or those born between 1946 disease or medical condition. Among peo- And because Boomers didn’t grow up in a
and 1964, have redefined every stage of ple between the ages 55 and 64, 53 percent 240-character world they won’t be discour-
life, from childhood to parenting. So why of the respondents said they use the Web aged by long-form or serialized videos.
should aging be any different? for such purposes. Sixty-five percent of Boomers use Face-
Insurers, healthcare companies and However, percentages drop significantly book — in keeping with
medical providers eager to engage Baby among Boomers when it comes to using the trends showing that
Boomers need to jettison traditional ways Internet to speak with a healthcare provider older Americans have
of communicating with aging individuals. (doctor, nurse, pharmacy, etc.): For people started to colonize the
For Boomers, it’s about staying active while 65 and over, just 39 percent use the Internet social network from
at the same time dealing with myriad chal- to contact a healthcare provider; for people their younger counter-
lenges head-on. between 55 and 64, about a third of the re- parts.
“Baby Boomers are skilled, adept and ex- spondents said they use the Web to contact Fishman said health-
perienced, so marketers need to use posi- a healthcare provider. care organizations and
tive words and not make them feel over Against that statistical backdrop, it’s im- medical providers can
Liam Collopy
the hill,” said Ann Fishman, Founder of portant that brands communicate with seriously boost their
Generational Targeted Marketing and au- Boomers via multiple media channels, such social media presence by setting up (and
thor of “Marketing to the Millennial Wom- as email newsletters, direct mail, online vid- steering) Facebook chats catering to Boom-
an.” “Don’t make the content scary or have eo, banner ads and community outreach. ers. “Baby Boomers don’t want everyone to
Boomers think, ‘I’d rather have the disease Digital analytics, of course, will help mar- know their business,” she said. “But they are
than the cure’ because the message spends keters to distinguish the healthcare needs willing to chat [online] with other Boomers
too much time rattling off all the negative of one segment of Boomers from another who may also be looking for medical advice.”
side effects of a medication. You need to and establish more personalized messaging Aside from You Tube and Facebook,
communicate with Baby Boomers in a way stemming from how Boomers within each Boomers seem cool to the other social
that shows results.” segment consume news and information channels: Just 21 percent of Boomers use
Fishman, whose clients have included All- and through which channels Boomers like Instagram and 19 percent use Twitter,
state Financial, American College of Car- to communicate. Statista said.
diology and Reader’s Digest, also stressed Go local Serve as a generational conduit
that marketing communications to Baby Hospitals, HMOs, pharmacies, assisted Baby Boomers are also known as the
Boomers requires a multigenerational effort. living facilities and home healthcare orga- “sandwich generation.” To wit, they have
While Millennials may know how to distrib- nizations should strongly consider localiz- kids (and grandkids) but also have parents,
ute and measure marketing campaigns via ing their marketing campaigns because as many of whom remain quite active while
digital and/or social channels, Baby Boom- people age they tend to travel less and stick others are on the decline.
ers should drive the creative to ensure the close to home. Indeed, the global home Healthcare companies can boost their val-
message resonates with the target audience healthcare market is expected to reach ue by providing Baby Boomers with infor-
and nothing gets lost in the translation. $517.2 billion by 2025, according to a re- mation and resources to help them locate
Use of language is crucial when communi- cent report by Grand View Research, pro- groups and organizations catering to their
cating with Baby Boomers because it estab- gressing at a CAGR of 7.8 percent during parents’ medical needs. From a marketing
lishes trust, regardless of the media channel the forecast period. standpoint, this is not to be underestimated
or the product or service being promoted. To cultivate relationships, healthcare or- because it makes Boomers’ lives’ easier and
Being sensitive to language is just one of ganizations could sponsor and host local provides some peace of mind.
several ways that healthcare organizations programs, conferences and events designed Millennials, of course, gravitate to-
can sharpen their overall communications to educate Boomers about exercise, diet, ward all things digital. To a large degree,
catering to this still-influential generation. and long-term care insurance products, that goes for Gen Xers, as well. Not so for
Be media-agnostic among other healthcare-related topics. Baby Boomers, who like to communicate
To be sure, many Baby Boomers are dig- Arranging such events also enables through multiple media channels. What
itally savvy and live online. However, there Boomers to meet with their peers, discuss truly distinguishes Baby Boomers — and
are plenty of Boomers — most likely ear- their healthcare concerns and strike up new what healthcare organizations must keep
ly ones — who prefer to communicate via friendships, which is vital part of staying top of mind — is that they want straight
analog and/or offline platforms. Like any active as one ages. talk focusing on how they can take better
generation, Boomers are not monolithic. Leverage social media channels care of their medical needs and those of
A lot depends on an individual’s specific It may seem counterintuitive consider- their extended families.
healthcare needs and where she resides in ing that the youngest Boomers are now in Liam Collopy is Executive VP of Harden
the Boomer-age spectrum. their mid-50s, but healthcare organizations Communications Partners, a Stanton
According to a 2017 study conducted by catering to Boomers need a robust social company.
18 OCTOBER 2018 | WWW.ODWYERPR.COMYou can also read
