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Communications & New Media Oct. 2021 I Vol. 35 No. 6
The healthcare issue OCTOBER 2021 | www.odwyerpr.com
Vol. 35, No. 6
Oct. 2021
EDITORIAL
6 38 ELEVATING HEALTHCARE
PROVIDER COMMS
AMERICANS BULLISH
ON FUTURE 8 40 CREATING THE
9
‘PERFECT FIT’
DELTA VARIANT DOOMS
42 54
TRAVEL RECOVERY HOPES COMMUNICATIONS
10
CAN YOU MANDATE FOR THE COVID ERA
44
BETTER HEALTH?
CUTTING THROUGH THE
WHEN HEALTHCARE
IS POLITICIZED 12 NOISE OF POLITICS
PROBLEMS WITH THE
COVID NOMENCLATURE 14 46 PURPOSE-DRIVEN MODEL
FOR HEALTH EQUITIES
PHARMA MARKETING
IN A HYBRID WORLD 16 48 COMMUNICATIONS ARE
CRITICAL TO PUBLIC HEALTH
HEALTHCARE’S NEW
FACES, MINDS AND VOICE 18 49 EFFECTIVE HEALTHCARE PR
IS MORE THAN AWARENESS
WHAT PR PROS NEED
20 50 65
TO KNOW ABOUT ESG FROM STIGMA TO
SOLUTION
ACCOUNTABILITY THAT
MEETS THE MOMENT 22 52 HEALTHCARE LEADERS CAN
24
NEW OPPORTUNITIES BE CATALYSTS FOR CHANGE WWW.ODWYERPR.COM
54
FOR HEALTHCARE Daily, up-to-the-minute PR news
PROFILES OF HEALTHCARE
THE GAMECHANGERS
OF HEALTHCARE 26 COMMUNICATIONS FIRMS
HEALTHCARE COMMS
IN A COVID WORLD 28 65 RANKINGS OF HEALTHCARE
COMMUNICATONS FIRMS
THE POWER OF PATIENT
STORYTELLING 30 68 WASHINGTON REPORT
EDITORIAL CALENDAR 2021
32
January: Crisis Comms. / Buyer’s Guide
AN AGENDA TO CLOSE COLUMNS March: Food & Beverage
HEALTH DISPARITY GAPS
66 PROFESSIONAL DEVELOPMENT May: PR Firm Rankings
34
Fraser Seitel July: Travel, Tourism & International
STRATEGIES TO SUCCEED August: Financial, I.R. & Prof Services
IN A CROWDED MARKET 67 FINANCIAL MANAGEMENT
Dominic Rovano
October: Healthcare & Medical
November: Technology & Social Media
ADVERTISERS
5W Public Relations . . . . . . . . . . . . . . . . . . . 3 G&S Business Communications. . . . . . . . . 15 MCS Healthcare Public Relations. . . . . . . . 57
The Bliss Group. . . . . . . . . . . . . . . . . . . . . . 33 GCI Health. . . . . . . . . . . . . . . . . . . . . . . . . . 17 Padilla . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 43
Cerrell Associates, Inc. . . . . . . . . . . . . . . . . 21 Hager Sharp . . . . . . . . . . . . . . . . . . . . . . . . 45 PAN Communications, Inc. . . . . . . . . . . . . . 19
Coyne Public Relations. . . . . . . . . . . . . . . . 25 ICR . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 53 Public Communications Inc. . . . . . . . . . . . . . 9
Real Chemistry . . . . . . . . . . . . . . . . . . . . . . 47
Crosby. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31 imre, LLC. . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
The Reis Group. . . . . . . . . . . . . . . . . . . . . . 13
Crosswind Media & Public Relations. . . . . . 35 JPA Health. . . . . . . . . . . . . . Inside front cover Ruder Finn Inc. . . . . . . . . . . . . . . . . . . . . . . 29
Edelman . . . . . . . . . . . . . . . . . . . . . . . . 36, 37 Landis Communications Inc.. . . . . . . . . . . . . 8 Stanton . . . . . . . . . . . . . . . . . . . . . . . . . . . . 51
Finn Partners. . . . . . . . . . . . . . . . . Back cover LaVoieHealthScience . . . . . . . . . . . . . . . . . 11 Team Salud. . . . . . . . . . . . . . . . . . . . . . . . . 27
FTI Consulting Strategic Communications. . . 39 M Booth Health . . . . . . . . . . . . . . . . . . . . . . 41 TogoRun . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
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. 14, 2021. 4. & 5. Frequency of issue/Number of issues: Bi-monthly/7. 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 (John O’Dwyer) and Editor (Jon Gingerich) are at 271 Madison Ave., New York, NY 10016. Stockholders:
John M. O’Dwyer and Christine 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 October 2020. A-I: Extent and nature of circulation: A. Average No. of copies each issue during preceding 12 months: 900. Actual No. of copies of August 2021
issue: 900. C. Average paid and/or requested circulation during preceding 12 months: 566. Actual paid and/or requested circulation for August 2021 issue: 532. E: Average total
non-requested distribution by mail and outside the mail for preceding 12 months: 253. Actual non-requested distribution by the mail and outside the mail for August 2021 issue:
260. F: Total average distribution for preceding 12 months: 819. Actual distribution of August 2021 issue: 792. G: Average number of copies not distributed preceding 12 months:
81. Actual number of copies of August 2021 issue not distributed: 108. H: Average of total distribution and copies not distributed for preceding 12 months: 900. Sum of total
August 2021 issue distributed and not distributed: 900. I: Average percent paid and/or requested circulation for preceding 12 months: 69%. Actual percent paid and/or requested
circulation for August 2021 issue: 67%. I certify that all information furnished above is true and complete. John O’Dwyer, Publisher, J.R. O’Dwyer Co.
EDITORIAL
The perils of pandemic disconnection
W e’re almost two years into this pandemic, and big surprise, business leaders are des-
perate to get employees back into the office. For months, companies have been setting
return dates and beginning the slow crawl back to normal. Unfortunately, our “great
wait” has been complicated by a recent surge in COVID-19 cases due to the Delta variant, once
again postponing those plans and confirming the concerns of employees who remain leery of
EDITOR-IN-CHIEF
Kevin McCauley
kevin@odwyerpr.com
in-person work amid ongoing health and safety concerns, all of which has reignited the debate
on what role office life plays in post-pandemic America. PUBLISHER
John O’Dwyer
According to an August Gartner survey of more than 200 executives, two-thirds of organiza- john@odwyerpr.com
tions (66 percent) reported delaying re-opening their offices in light of the lingering pandemic.
In September, Google once again announced it would hold off on its return-to-office plans,
now slated for January 2022 (the tech behemoth had previously announced that workers would SENIOR EDITOR
return in October, and before that, September, and before that, July). Google’s latest flip-flop Jon Gingerich
followed similar announcements from Apple, Amazon, Facebook and Microsoft, all of whom jon@odwyerpr.com
have similarly postponed their office re-openings.
Employees are understandably frustrated by all this. A September study released by JLL found ASSOCIATE EDITOR
Steve Barnes
that 41 percent of respondents feel exhausted by their employer’s constant waffling on return- steve@odwyerpr.com
to-work plans, with another 32 percent claiming their employer hasn’t shared any plan with
them at all. CONTRIBUTING EDITORS
What’s compounding all this frustration is the fact that, after working from home for more Fraser Seitel
than a year, office life as we knew it is effectively an antiquated concept. Anytime there’s a disrup-
tion to the system, the world realigns in response. We adapt. People have relearned how to do
their jobs, we’ve grown accustomed to the work-from-home lifestyle and we want the benefits EDITORIAL ASSISTANTS
& RESEARCH
and flexibility we’ve been allotted these last 18 months to continue indefinitely. Some are plan- Jane Landers
ning on changing jobs if and when their employer asks them to come back. Suffice to say, no Melissa Webell
booster shot will address the adjustments we’ve made once the pandemic finally ends.
The benefits of virtual work are manifold. It’s good for the environment, and for working par-
ents, it provides a more manageable work-life balance. For companies no longer renting office Advertising Sales:
space, it’s saving businesses a fortune. There are all kinds of debates—and polls—circulating re- John O’Dwyer
garding how remote work has either boosted productivity or tanked it. I’ll just say productivity john@odwyerpr.com
at home probably depends on the individual worker and the job/industry in question. The only
thing that’s certain is that going back to business as usual will be a tall order. O’Dwyer’s is published seven times a year
While the benefits of remote work abound, I can’t help but consider the social costs to a life for $60.00 ($7.00 a single issue) by the
where many of us are no longer leaving the house. We talk about the physiological impacts of J.R. O’Dwyer Co., Inc.
COVID, but we rarely discuss the psychological effects that lockdowns and quarantines and es- 271 Madison Ave., #1500
sentially giving up on person-to-person interaction have had on our mental health. We’ve been New York, NY 10016.
riddled with anxiety from the beginning of this pandemic, and being removed from the people (212) 679-2471 Fax: (212) 683-2750.
close to us certainly hasn’t helped. We’re a social species; we value meaningful connections with
others. And do I need to mention that managing family life while trying to do one’s job isn’t © Copyright 2021 J.R. O’Dwyer Co., Inc.
exactly the ideal model of a work- and home-life in perfect balance?
Perhaps that’s why a well-publicized Morning Consult poll that appeared in The New York OTHER PUBLICATIONS:
Times in August found that nearly half (45 percent) of workers now want to return to the office
www.odwyerpr.com
full-time, compared to less than a third (31 percent) who want to be remain remote full-time. Breaking news, commentary, useful data-
People are feeling disconnected from the communities they had in the workplace, and there are bases and more.
clear benefits to the work we do when we’re allowed to collaborate in-person with others. It’s
human nature. O’Dwyer’s Newsletter
I can only speak from personal experience. Since March 2020, the creative writing class I teach A six-page weekly with general PR news,
has moved to the Zoom platform. Admittedly, there are benefits to remote teaching—the con- media appointments and placement
opportunities.
venience of not taking a train into the city, for one—but I’ve learned that teaching virtually will
never replace the experience of a live classroom, where eye contact, body language and allowing O’Dwyer’s Directory of PR Firms
students to collaborate in an analogue environment are fundamental to learning. It’s just not Listings of more than 1,250 PR firms
the same. Also, speaking only for myself: I like getting out of the house. I like having my work throughout the U.S. and abroad.
life and my home life partitioned. I don’t like the expectation of being on call all the time. I like O’Dwyer’s PR Buyer’s Guide
physical reality, I like seeing people. Products and services for the PR industry
It’s going to require a Herculean effort for business leaders to turn the tide and make in-person in 50 categories.
work the cultural norm again. Most likely, some employers will resort to offering incentives to
jobs.odwyerpr.com
lure workers back, be it a shortened work week or some sort of hybrid approach, where employ- O’Dwyer’s online job center has help
ees are allowed to work from home for several days and make office appearances for the rest. wanted ads and hosts resume postings.
Many will require employees to get vaccinated before they return, and of course, COVID safety
protocols will be around for some time. Whatever happens, it’s clear that the office environment
will never be quite what it was, and it will no doubt take time for us to adjust to yet another new
normal. Eventually, we’ll see each other again. I can’t wait.
— Jon Gingerich
6 OCTOBER 2021 | WWW.ODWYERPR.COM
REPORT
Americans bullish on future
A Ruder Finn report finds many Americans have a positive view of ership can boost positivity levels. It mea-
the past year despite its challenges, and most think that things will sured respondents’ connection to employ-
improve in the future. ers, healthcare and technology providers in
terms of transparency, dialogue and knowl-
By Steve Barnes
D
edge-sharing (or TDK, as the study puts it).
espite the difficulties and challenges itive views than did men and non-parents. A big majority (82 percent) of those who
of the past year, a new report from While 58 percent of men said they thought said they felt a high level of TDK with those
Ruder Finn finds that many Amer- positively about the last 12 months, that groups also took an optimistic view of what
icans have a positive view of the past 12 number drops to 35 percent for women. A the future holds, with only 31 percent of
months, and a majority think that things similar gap exists between non-parents (53 those reporting a low level of TDK having a
will improve in the future. percent positive) and parents (37 percent positive outlook.
Overall, almost half of the respondents positive). A high level of TDK with healthcare pro-
(48 percent) to Ruder Finn’s FutureThink Not surprisingly, economic status was viders was linked to an increased likelihood
Index study said that they felt positive about another major marker of how respondents of getting a COVID vaccine or using a wear-
the events of the past year, with 37 percent viewed the past year. Almost seven out of able health device, while those with a closer
saying their feelings were neutral, and only 10 (69 percent) of those who described their TDK connection to their employers were
15 percent labeling the last 12 months as financial status as wealthy were positive more likely to update their resumes or take
negative. about the past year, while only 31 percent a professional development course.
When it comes to the future, 58 percent of those who said they were low-income felt “In this new age, businesses and their lead-
said they think their lives in terms of career, the same. ers are emerging as primary, trusted sources
health and technology will improve, with 24 Boomers were not as happy about the past of information, and they are becoming true
percent registering a neutral take on their 12 months as their younger cohorts, with influencers,” said Ruder Finn CEO Kathy
prospects and 18 percent having a negative only 30 of them voicing a positive view. Bloomgarden. “It is crucial that leaders and
view. That contrasts to 52 percent for Gen X, 49 businesses consider their impact and how
In two measures of who picks up much of percent for Millennials and 55 percent for their actions can help both close the gaps in
the tab for work-from-home living, parents Gen Z. sentiment we see across demographics, and
and women both had significantly less-pos- The study also finds that business lead- improve the outlook of society overall.”
8 OCTOBER 2021 | WWW.ODWYERPR.COM
Delta variant dooms travel recovery hopes
The Delta variant has dealt a blow to high hopes that the travel business had for a speedy recovery
from the pandemic as more than a quarter of respondents to a Brandon Agency poll say they won’t
even plan for a trip in 2022 or beyond.
By Steve Barnes
C OVID-19 remains a major hurdle for
the travel industry, according to a
new study from The Brandon Agency
and TravelBoom Marketing.
While the agencies’ COVID-19 Trav-
most recent local mask requirements for
the destination (75 percent), followed by
cleaning protocols at the property (68 per-
cent) and the open status of local restau-
rants (67 percent).
were: “I will travel again when I feel safe,”
“I will travel when I am comfortable,” and
“I will travel when I am vaccinated.”
The COVID-19 Travel Consumer Senti-
ment Study surveyed 1,902 individuals on
el Consumer Sentiment Study found that When asked what would encourage them Sept. 1, with 1,844 providing complete re-
almost eight of out 10 potential travelers to travel again, the top three responses sponses.
surveyed (79 percent) had been fully vac-
cinated, nearly half said they were either
hesitant to book a vacation—or won’t be
booking one—due to the emergence of the
Delta variant.
More than a quarter (27 percent) of re-
spondents said that they won’t even start to
plan a trip until 2022 or later. Even those
who were currently thinking about taking
a trip voiced hesitation, with 39 percent in-
dicating that they would not actually travel
until sometime next year and 33 percent
saying they would not book their trip until
2022.
The biggest concern for 30 percent of
those surveyed was the fear of interactions
with other guests, with fears of circulated
air (25 percent) and budget concerns (23
percent) following close behind.
Keeping trips close to home seems to up
the comfort level for many travelers, with
most respondents saying they’d be willing
to drive up to three hours away from their
homes within the next month.
But there was an overall reluctance to
take longer trips, with 45 percent of re-
spondents saying that they would not be
willing to fly to a travel destination within
the next year.
One thing that could sway more travelers
toward hitting the road again is flexibility
on the part of travel providers. Eight out of
ten respondents indicated that they could
be persuaded to book a vacation during the
pandemic if they were allowed to change
their travel dates without penalty.
Another plus for travelers: cleanliness.
For 82 percent of respondents, deep clean-
ing hotel rooms between guest visits would
make them more willing to stay in a hotel.
In addition, almost seven out of 10 (68 per-
cent) said that keeping rooms vacant for 24
hours between guests would make them
more likely to check-in.
Travelers also are asking that travel des-
tinations keep the lines of communication
with potential visitors open. At the top of
the list of what they want to know are the
WWW.ODWYERPR.COM | OCTOBER 2021 9
FEATURE
Can you mandate better health?
How a new leadership model can help shape healthier behaviors for a healthier future.
By Kathy Bloomgarden
A mericans are struggling through
work-life balance exhaustion, an
overload of dark news and a pan-
demic that seems to extend forever. And
yet, Ruder Finn’s recent FutureThink Index
es are often more impactful than national
influencers. Health professionals need to
be paired with religious leaders, advocacy
groups and peers to increase dialogue and
create an environment of understanding.
need to use the tools and not drop out of
these systems, which is where a TDK con-
nection can make a difference. Americans
with high TDK connection a re 78 percent
more likely to use new technologies than
found that as a society, we remain mostly To increase personal relevance, we also people with medium or low TDK connec-
positive about our futures, with 58 percent need to explore the factors and channels tion.
of Americans feeling positive about what’s that influence each demographic cohort. Reaching the underserved
to come in terms of career, health and tech- For example, our study shows that vaccine We also need to double our efforts to
nology. rates correlate directly with people’s levels reach more segments of
The Ruder Finn FutureThink Index is a of TDK connection: the percentage of Gen the population, espe-
new tracking study that aims to measure Xers with high Health TDK connection is cially those who have
how Americans think about the future, and more than twice that of Gen Z; and the per- suffered from low ac-
explores how the Transparency, Dialogue centage of people in cities with high Health cess to healthcare. The
and Knowledge connections respondents TDK connection is 50 percent-plus high- FutureThink Index
have with businesses and providers impacts er than in the suburbs or rural areas, with shows populations who
their outlook and behaviors. The study em- knowledge-sharing being the most sig- are uncertain about
phasizes healthcare as a critical force im- nificant driver of positive change in those their outlook for the
pacting people’s futures: as the pandemic groups. future are increasingly
goes on, with additional waves of COVID, The impact of approaching healthcare less likely to act to bet- Kathy
we still need to battle the healthcare needs through a transparency, dialogue and ter their own health. Bloomgarden
of the population to get back to normal or knowledge sharing lens has impact beyond Consider that rural
to build back better. There are several areas just vaccinations. Americans with high residents are among the most vaccine hesi-
which are urgent: vaccinating more of the Health TDK connection are overall 37 per- tant group in America, despite the fact that
population and adopting healthier behav- cent more likely to take personal action to people in rural areas are at an increased
iors, improving health through individual improve their health: 22 percent more like- risk for severe COVID-19. CNN highlights
use of new technologies and reaching more ly to change eating diet and habits, 55 per- that 80 percent of rural Americans live in
of the underserved population. The index cent more likely to use a wearable health locations designated as “medically under-
lends insight into how to progress in each device and 45 percent more likely to start a served,” with lower access to regular doctor
of these three areas that are fundamental to new prescription medication. appointments and consistent healthcare
improving health. Adopting new technology tools insurance.
Individual responsibility for new health We learned a great deal from the pan- These audiences are not receiving regular
behaviors demic about how technology could trans- and authentic communications that shape
As the current wave of COVID and the form most industries. The increase in their thinking and therefore are suffer-
Delta variant illustrate, we still need to telemedicine has skyrocketed to 38 times ing from what we term “Negative Future-
reach those who remain vaccine hesitant. higher than it was before the pandemic, Think,” which, in fact, leads not only to
Businesses and leaders have tried both according to McKinsey & Company. The things like health instability but also more
vaccine requirements and incentives, and amount of money being poured into dig- overarching stagnation toward action and
the President has just announced vaccine ital-health startups is already upwards of change.
mandates for government workers, asking $14.7 billion in 2021 as reported by the The good news is that the American
businesses with more than 100 employees Wall Street Journal. 2021 is projected to be Dream is alive and well; a new leadership
to mandate vaccines or submit to week- the most-funded year to date for the digi- model has built better connection with
ly testing. But it doesn’t only have to be a tal health sector. From smart watches and Americans, helping to shape a positive
stick-or-carrot approach. Making a mean- other wearables to at-home COVID tests, FutureThink across all demographics. We
ingful connection with those who are resis- there’s a wave of innovation that could help have learned a great deal about the health-
tant must also be part of the solution. Our people to improve their health. care gaps we have to fill coming out of
study shows that when people have high One example is how technology is help- the pandemic. With a new commitment
TDK connection with healthcare leaders ing ameliorate the increased levels of men- to increasing transparency, dialogue and
and providers, they’re 20 percent more tal stress experienced during the pandemic. knowledge-sharing, we can improve con-
likely to get vaccinated. This means that During the pandemic, about 42 percent of nection to achieve better healthcare out-
leaders who exercise and encourage trans- employees globally said their mental health comes.
parency, dialogue and knowledge-sharing declined. Employers have sponsored digi- Kathy Bloomgarden is CEO of Ruder Finn.
have a significant impact on vaccine pos- tal health offerings on demand, including The Ruder Finn FutureThink Index study
itivity. Going forward, we must emphasize meditation apps, online therapy sessions, was designed in conjunction with Full Spec-
educational efforts to share knowledge digital biomarker apps, analytic tools that trum Insights and surveyed a representative
about vaccinations and COVID as well collect remote data from wearables and sample of 2,000 18+ year old Americans be-
as stimulate a dialogue with those who provide guidance on when to seek help to tween July 25 and August 28, 2021 on Poll-
are trusted in the community. Local voic- boost positive mindsets. Of course, people fish.
10 OCTOBER 2021 | WWW.ODWYERPR.COMFEATURE
When healthcare is politicized
How healthcare communicators and marketers can help reduce
stigma and increase access to quality care. So, how can healthcare communicators
and marketers fight back against the stigma
By Amy Rosenfeld and Megan Kay that’s created when healthcare is politicized
O n September 1, women awoke to learn ican medical system and face regular prej- and increase access to care for all patients?
that Texas had enacted a new law ban- udice and discrimination by healthcare Cut through the headlines and legal
ning abortions after six weeks of preg- providers. According to a report by the speak: Don’t expect the
nancy. The Texas law, which prohibits abor- Center for American Progress, transgender average person to un-
tion before most people even know they’re individuals, compared to the general pop- derstand the nuances
pregnant, is one of the strictest abortion ulation, suffer from more chronic health of state law or Supreme
bans we’ve seen. As if it wasn’t cruel enough, conditions and experience higher rates of Court precedent. Peo-
the law also authorizes private citizens to health problems related to HIV/AIDS, sub- ple seeking healthcare
sue abortion providers and anyone else who stance abuse, mental illness and sexual and in states with restrictive
helps a woman get an abortion, including physical violence. laws often feel confused,
the Lyft driver who gives a woman a ride to Just as with abortion, transgender health- stressed and desper-
the clinic or the friend who helps a woman care is currently under attack: By April of ate. Craft clear, direct
pay for the abortion. this year, 2021 had already broke records language that provides Amy Rosenfeld
Like other abortion restrictions in this by becoming the worst year for anti-trans- essential information,
country, this law will disproportionately im- gender legislation since the Human Rights and above all, connects
pact low-income, immigrant and commu- Campaign began tracking data more than patients to the services
nities of color. According to a report from 15 years ago. Across 33 states, at least 117 they need.
the Guttmacher Institute, Texans will now anti-trans bills were introduced, many of Normalize the conver-
have to travel “20 times farther to get a safe which restricted or banned transgender sation: In recent years,
and legal abortion, increasing travel times healthcare. we’ve seen PR cam-
an average of 3.5 hours by car or bus each Notably, Arkansas became the first state paigns centered around,
way.” This is on top of the burdens faced to pass a bill prohibiting doctors from pro- “Abortion is Health-
by women seeking an abortion, like taking viding gender-affirming care, including care,” “Our Clinic is
Megan Kay
time off from work or school and finding puberty blockers, hormone therapies and Open” and “Care for Ev-
childcare. transition-related surgeries, to minors in a ery Body.” Create campaigns that focus on
Abortion restrictions have far-reaching move the ACLU said would “send a terrible reducing stigma and supporting a count-
impacts felt across the country. More than a and heartbreaking message” to transgender er-narrative that normalizes reproductive
dozen states have tried to pass similar abor- youth. Texas is also pushing anti-transgen- and gender-affirming services.
tion bans, but have been unsuccessful. Now, der legislation that would “classify gen- Center patients: Whether a political de-
with the precedent set by Texas, these states der-affirming treatments like hormones and bate is about controlling women’s bodies
are emboldened to try again. surgeries as child abuse and ban puberty or gender-neutral bathrooms, what’s so of-
How does this impact the millions of blockers provided by a physician.” ten missing from these conversations is the
women of reproductive age who live in these Legislation like this is incredibly danger- real-life experiences. Elevate the voices of
states? The shock, desperation and fear felt ous. Trans youth are already more likely to marginalized people in earned and owned
by women as they try to access abortion experience suicidal thoughts than their cis- media to keep the focus where it belongs.
services is unprecedented. According to gender counterparts, and one crisis hotline Back to basics: Healthcare is personal and
the Bixby Center for Global Reproductive for transgender individuals saw a 72 percent it’s private, but fears over lack of privacy is
Health, research shows that, “carrying an increase in calls from Texas compared to the a documented barrier to many seeking ser-
unwanted pregnancy to term is dangerous previous year, suggesting that anti-trans- vices. Confidentiality in medical treatment,
to a woman’s physical and emotional safety,” gender legislation has a direct effect on the especially related to sexual and reproduc-
and may result in “more women keeping in mental health of transgender individuals. In tive health, is a protected constitutional
contact with violent partners, which puts addition, one 2019 study from the Williams right. Don’t underestimate the importance
both women and their children at increased Institute found that trans adults who can’t of including “privacy” and “confidentiality”
risk of violence.” For women across the na- access hormones and other gender-affirm- wherever sensitive services are listed.
tion and throughout the world, these laws ing care report higher rates of suicide at- Replace political jargon with facts: Avoid
increase abortion stigma, which shames tempts and ideation. using inflammatory or misleading terms to
and silences women who seek abortions— According to advocates, it’s no mistake describe reproductive and transgender care
as well as abortion providers—and increases that bills restricting women’s and trans- and correct others when you come across
the occurrence of unsafe abortion. gender healthcare are surging at the same it. For example, the phrase, “late-term abor-
Abortion is certainly not the only health- time, calling it a “coordinated attack.” Jules tion” was created by anti-abortion politi-
care service that’s been politicized. Trans- Gill-Peterson, a history professor at Johns cians and isn’t a term used in medicine. Yet,
gender individuals have been fighting for Hopkins University, explained that an- it’s heard over and over again by opponents
their right to healthcare for decades, with ti-abortion and anti-transgender healthcare of abortion and mainstream journalists.
Medicare only recently lifting its ban on bills “share the same kind of idea. They are Ensure the terminology you use is medical-
gender confirming surgeries in 2014. Re- really restrictive infringements on bodily ly-accurate.
search shows that transgender individuals autonomy, on individual rights and the state
are consistently underserved by the Amer- taking an aggressive, moralizing police role.” _ Continued on page 23
12 OCTOBER 2021 | WWW.ODWYERPR.COMFEATURE
Problems with the pandemic nomenclature
What the COVID-19 pandemic has taught us about the power of
words, and how the language we use impacts patient behavior. vaccine may not have been ideal. Hesitancy
sounds responsible, thoughtful and even
rational. Now, for some, there was good
By Michael O’Brien reason to be “hesitant,” such as those with
A s public health officials dis- health crises. EUAs, and their predecessors, severely compromised immune systems or
cuss whether to call subsequent have been used for decades to provide crit- women who are pregnant or breastfeeding,
COVID-19 vaccinations “boosters,” ical treatments in a timely manner, from for example. But for the vast majority of
fearing it gives the impression that previous a new strain of influenza A in 1976 to the those deciding not to get the COVID vac-
inoculations weren’t effective—some pre- H1N1 pandemic in 2009. cine or delaying receiving the shot, their
ferred “third dose” or “final dose”—chalk it But those health threats didn’t affect as reason wasn’t vaccine hesitancy; it was sim-
up to yet another debate about words and many people as COVID-19 and they didn’t ply vaccine “refusal.”
nomenclature related to the worst global require every single American to take no- Across the country,
pandemic in a century. tice. Again, the name gave the impression medical and public
COVID taught us many things about the vaccines were rushed or otherwise health professionals
public health, patient behavior, health eq- weren’t safe. debated this small yet
uity and more. But it also taught health Another unfortunate name was “mRNA,” meaningful distinc-
communicators about the seriousness and or messenger ribonucleic acid. We all saw tion. Was “refusal” too
dire consequences of poor word choices, the numerous claims that these vaccines strong? Was it judg-
unfortunate correlations and the complex- “alter our DNA.” Of course, this isn’t true, mental? In the end,
ity of language when it comes to conveying but it’s challenging to communicate highly “hesitancy” seemed to
an urgent public health message to every complex scientific concepts to nonscien- be an acceptable catch- Michael O’Brien
human being on Earth. tists. What many thought was that RNA all that allowed people
Let’s start at the beginning of the pan- sure did sound like DNA, so it must be true. who had no legitimate reason not to be
demic, where one of the very first oppor- As communicators, we spent months vaccinated to seemingly get a pass.
tunities to clearly communicate with a explaining that mRNA simply provides On the other end of the spectrum, those
frightened public led to, perhaps, a misstep. the instructions for our cells to make a who refused to be vaccinated were ma-
In late April 2020, with rising COVID cas- harmless piece of the spike protein found ligned as “anti-vaxxers,” a term often as-
es and the public fearful, a public-private in COVID-19, and thus teach our bodies sociated with small but vocal groups ded-
partnership to accelerate development how to fight off COVID. But, to some, they icated to sowing distrust about vaccines,
and manufacturing of vaccines, therapeu- simply couldn’t get past the name. Would including some who still believe that some
tics and diagnostics was launched. It was this issue have risen to the surface had the vaccines cause autism, a long-dispelled
called Operation Warp Speed. While it vaccine technology been named something myth. Associating all of those who do not
may have seemed like a good idea to high- else? get a COVID vaccine with a fringe group
light speed—even if named after a fictional On a side note, and another example of is unfair. Some of these people cannot get
“Star Trek” term—what wasn’t considered an esoteric regulatory process that’s a mys- vaccinated. They could be under 12 years
was how that moniker would be perceived tery to most Americans, is the naming of old, or have conditions contraindicated for
months later when the government asked the COVID vaccines after full FDA approv- the current vaccines, or truly not have ac-
people to trust that vaccines developed at al. Pfizer/BioNTech chose a brand name of cess to a vaccine. To demonize these people
“warp speed” were safe. Comirnaty, which appears to be a combina- by comparing them to conspiracy theorists
I spent the better part of the past year tion of community, mRNA and immunity. and carnival barkers promoting debunked
working for a large hospital system, where The tortured mashup was widely panned scientific theories and faux claims of per-
I witnessed firsthand the consequential and endlessly mocked on social media and sonal freedom isn’t helpful.
negative effects the concept of speed had late-night television. There are undoubtedly endless other
on a concerned public. “The vaccines were Moderna went a completely different terms we could analyze, and with the ben-
rushed!” was the constant refrain, causing route, with plans to brand their fully ap- efit of hindsight make other choices. This
medical, government and public health proved vaccine simply as SpikeVax. It’s column isn’t intended to criticize, as gov-
experts to spend precious time and re- pithy, memorable and action-oriented. ernment, public health and pharmaceuti-
sources convincing people that the science And to most Americans, will probably cal companies were working night a day to
was sound; it was just the administrative elicit a positive vibe. But does it really mat- save our lives. We owe them all a debt of
timeline that was rushed. It only partially ter? I would say it does, as these vaccines gratitude. There certainly was no ill intent.
worked and many physicians and frontline are probably the most studied and familiar Regulatory and pharmaceutical nomencla-
health workers loathed the Operation Warp pharmaceuticals in the history of the world. ture was never created with a public health
Speed name. So, Moderna saw their naming construct as crisis in mind or to be easy to understand
Vaccine uptake was also hampered by an opportunity to connect with patients by the general public. And maybe that’s the
FDA nomenclature. Not to debate the ar- and Pfizer/BioNTech went a more tradi- problem.
cane world of government regulations, but tional pharma route, and perhaps missed In the heat of a global pandemic, with
“Emergency Use Authorization” doesn’t ex- an opportunity. nearly 670,000 lives lost and over 41 mil-
actly elicit confidence in a life-saving vac- The way we labeled those who weren’t lion people contracting a deadly disease in
cine. EUAs are a critical tool used by the vaccinated is also a public health lesson. the United States alone, the general pub-
federal government during extraordinary First, calling people “hesitant” to receive the _ Continued on page 23
14 OCTOBER 2021 | WWW.ODWYERPR.COMFEATURE
Pharmaceutical marketing in a hybrid world
The COVID-19 pandemic has created an opportunity for the pharma industry to rethink how it handles
business, marketing and communications.
By Ritesh Patel and Kristie Kuhl
I t’s a well-known fact that the COVID-19
pandemic has forced many industries to
re-evaluate how they market, sell and en-
gage with their customers and other stake-
holders. We’ve seen words like “contactless”
files, using data that will enable an under-
standing of the day in the life of a customer,
their workflow, their channel preferences,
their referral behavior, their brand senti-
ment, their specialty and their prescription
in the most efficient and accessible way.
The focus should be on creating something
that will enable a universal HCP profile by
brand, by the franchise or for the enterprise.
Content
become a brand attribute and “curbside habits at an individual level. Once we have Crucial to the experience is creating
pickup” a norm. Customers have begun to a true understanding of the day in the life of content that’s relevant,
accept and expect a hybrid model of digital our customers, we can design experiences contextual and con-
and analog (safely) engagement for prod- that fit into their workflow and meet their sumable/usable. It’s
ucts and services. We live on our mobiles. needs, as opposed to interrupting them. amazing that in 2021,
We buy more from ads on social media and This experience design model will give pharma companies are
expect things to be delivered to us at the pharmaceutical companies the opportunity creating 32-page PDFs
press of a button. to derive value; however, to realize it, they for HCPs to review on
The healthcare industry hasn’t been im- will have to build advanced digital experi- their mobile devices.
mune to this new world. Between March ence capabilities similar to those deployed Once you’ve defined
and June 2020, we began to see lockdowns. by leading retailers, airlines, telecom com- the persona and jour-
Ritesh Patel
Clinical trials came to a grinding halt as panies and consumer goods companies. ney, mapping content
people weren’t able to visit the investigator Data types and creating
sites. Hospitals, suffering under the weight Digital technologies have opened up a content that is relevant
of the influx of COVID patients, began new world for the pharmaceutical market- for that moment in
to lock down the buildings. Meetings and er. Sales reps, medical-science liaisons and the journey is crucial.
events were cancelled. All the things the patient-service teams can inform and influ- Snackable and sharable
pharmaceutical industry relied on were be- ence patients, physicians and caregivers, ei- content, visual content
ing shut down and locked down. ther in person or via mobile devices, using that educates and in-
This accelerated the use of digital tools apps or on social media. With the advent of forms, and video are
and also the focus on Omnichannel, with the EHR, healthcare consumers are already increasingly prevalent
almost the entire pharma and biotech in- starting to use patient portals for their med- in our personal lives. Kristie Kuhl
dustry adopting “Veeva Rep Triggered ical records and to communicate with their Our brains have been
Emails” as the new communications and physicians; and they use apps to fill scripts rewired to view visual content first. Creat-
sales tool. Then came Zoom/Teams calls, prescriptions and online patient communi- ing the right amount of content, managing
virtual meetings, use of video and invest- ties to speak to with other patients with the the content, storing the content and creat-
ment in digital advertising (mainly ban- same disease. ing an agile methodology and framework
ners). An example of an integrated approach to for approval of content in the new hybrid
Fast forward to 2021, the pharma in- using data for marketing is none other than world is crucial. Finally, embracing a model
dustry is coming to terms with this new Google. Google tracks your search habits of create once, publish everywhere, across
world and the words “Omnichannel strat- (Google), video viewing habits (YouTube), owned, earned and paid channels is some-
egy/Roadmap/Capability” are permeating Email messages (Gmail), Internet browsing thing we encourage.
throughout. So, what should we do? (Chrome), mobile activity (Android), stor- Channels and platforms
We should focus on a number of things age of content (Google Drive) and seam- There’s been an explosion of new chan-
for this new world: lessly and dynamically uses that data to nels and platforms for reaching and inter-
Experience: Defining and designing an generate art and copy that feels completely acting with our customers. It’s no longer
optimal customer experience. personalized. about broadcasting a message or sending
Data: Collecting and using data to in- This kind of approach, applied in the an email with a follow up visit. The personal
form our activities. pharmaceutical industry, should enable work should lead to channel preference as
Content: Creating relevant, contextual the industry to get back to the days of HCP one of the major artifacts. Digital is featur-
and engaging content. relationship management, where the com- ing more and more within integrated mar-
Channels: Engagement in the right plat- pany knew a lot about their customers for keting plans and therefore seamless expe-
form or channel, at the right time. a brand or a franchise, and long before the riences are emerging, but communicating
Technology: Tools for managing omni- industry got hooked on the “drug” known complex health information across chan-
channel engagement. as an iPad e-detail. nels, demographics and psychographics is
Experience design But before this promise of digital market- as challenging as ever. While the channels
Gone are the days of a basic healthcare ing can be achieved, the pharma company and platforms like WebMD, Medscape and
provider persona with prescribing behav- must create a strategy for collecting and Univadis continue to thrive and social con-
ior. Today, marketing and sales should tru- storing the right type of marketing data. tinues to grow, new platforms and capabil-
ly understand their HCP customers—and That begins with deciding which type of
their behavior—in order to create HCP pro- data to collect and how to store this data _ Continued on page 23
16 OCTOBER 2021 | WWW.ODWYERPR.COMFEATURE
Changing the faces, minds and voice of healthcare
How stories that focus on inclusive advancements in healthcare today can help increase access while
enhancing much-needed public confidence in America’s healthcare system.
By Anne Green
D iversity, Equity and Inclusion was
a growing priority across many as-
pects of the American healthcare
system before the COVID-19 pandemic
and the recent intensified focus on social
ly indispensable part of American health-
care delivery. Yet, it also opened the door
to expanded access for the 7,200-plus fed-
erally designated health professional short-
age areas identified by the Association of
Refreshed thinking can be seen in recent
uses for mobile healthcare models. Mo-
bile blood banks have been successful for
many years. In 2020, mobile strategies for
COVID-19 testing were deployed all over
and racial justice issues. Today, it’s diffi- American Medical Colleges in 2020. Sixty the U.S. In 2021, many states added mobile
cult to find a healthcare organization that percent of these areas are rural. The rest COVID-19 vaccine units for underserved
doesn’t emphasize its DE&I initiatives, pol- include economically disadvantaged ur- communities. These services could easily
icies and progress to at least some degree. ban areas and large pockets of non-English be expanded to place
COVID-19 shone a bright spotlight on the speaking individuals. Telehealth means greater emphasis on
systemic and often lethal economic, geo- that rural patients may not need to travel mobile primary care—
graphic and racial imbalances in the Amer- 60—or in some cases, far more—miles to filling a critical gap
ican healthcare system, and stakeholders of consult an internist or specialist. Non-En- necessary to manage
all kinds are demanding tangible change. glish-speaking patients may have easier ac- health at a population
Today, one central focus of DE&I efforts cess to medical translation services. level.
among healthcare enterprises is changing Although there’s nearly universal agree- Just prior to the
the “face” and “voice” of their organiza- ment that telehealth is here to stay, difficul- pandemic, the mo-
tions. This includes taking a critical look ties remain: varying and conflicting state bile physician practice Anne Green
at staffing to represent greater diversity in regulations, clinical availability, medical market—old-fashioned
the race, ethnicity and multi-lingual capa- staff and equipment to meet demand, lim- house calls—was estimated to be $350 bil-
bilities of their professionals, from front- ited mobile device telehealth capabilities, lion, with an estimated compound annual
line clinical staff to vital support functions. lack of access to technology among pa- growth rate of 5.1 percent between 2021-
This kind of intentional approach is critical tients in need, and guidelines for in-person 2026. Chances are good that post-pandem-
to building a foundation for immediate versus telehealth visits. The challenge is to ic growth estimates will be higher.
and long-term DE&I change. An import- make quality telehealth as easy and accessi- Changing the voices of healthcare
ant start, but only a start. ble as possible to reach more patients. As health organizations diversify their
Changing the minds of healthcare Novel and “refreshed” thinking workforces and provide more services to
A more difficult task is changing the Beyond technology, new thinking is expand healthcare access, communication
“minds” of American healthcare. That needed to meaningfully expand health- becomes especially critical. It’s not enough
is, the thinking, imagination and behav- care access. For example, to help solve the to “just do it.” A 2021 survey by a leading
ior of payers, providers, hospitals, clinics, growing shortage of rural doctors, well be- healthcare recruiter indicated that 50 per-
government regulators and ultimately, fore the pandemic, more than 40 American cent of healthcare employers believe that
patients. Innovative thinking is key to de- medical schools had created rural train- communicating their DE&I efforts offers
livering more equitable access to quality ing tracks. Two out of three graduates of the most room for improvement.
healthcare to America’s diverse popula- the Rural Physician Associate Program This is an indication that healthcare orga-
tions and patients. at the University of Minnesota Medical nizations of all kinds should double down
The rapid expansion of telehealth during School have gone on to practice in that on building awareness of internal and ex-
the COVID-19 pandemic is one dramatic state, and 40 percent of them practice in ternal DE&I goals, initiatives and progress.
example of innovative healthcare thinking rural locations. Of the 127 doctors who Educate and explain accessible services us-
and behavior in action. While telehealth graduated from the University of Colorado ing language and venues familiar to differ-
availability had steadily grown in recent Medical School’s rural track since it began ent populations. Leverage other healthcare
years, adoption lagged due to structural in 2005, 35 percent are practicing in com- and community partners to create a united
challenges as well as entrenched mindsets munities considered rural or frontier. front for communicating important issues
about the necessity of in-person encoun- Another example of innovative, inclusive and offerings. Be creative about partner-
ters. The pandemic was the mother of sud- healthcare thinking in action is the popula- ing with organizations in touch with key
den, accelerated progress. tion health mindset and community-level underserved populations. Find ways to
Recognizing the immediate priority for partnering pioneered by Health Leads, a communicate with people who are not
safety, in March 2020 the federal govern- non-profit organization. They help provid- “plugged in” to current technology. Making
ment announced the temporary expansion ers and payers understand that health for communications as diverse and inclusive
of 85 Medicare service items permitted by many economically disadvantaged patients as core DE&I goals and offerings is critical
telehealth. By April 2020, 63 state actions can include such basic needs as adequate to achieving changes that are meaningful.
were issued easing their policies and guid- food, decent housing, and refrigerators The DE&I urgency of now
ance for the use of telehealth services, in- to store certain critical medicines. They The American healthcare industry is
cluding a relaxation of requirements for “partner with local organizations to bring at a compelling inflection point in 2021.
telehealth practitioners to be licensed in- together services, treatments, technology, Healthcare is in the spotlight, but it’s also
state. data and resources in new ways to achieve under immense scrutiny surrounding vac-
Revised telehealth regulations make re- the health goals that matter most to that
mote access a more common and now like- community.” _ Continued on page 23
18 OCTOBER 2021 | WWW.ODWYERPR.COMFEATURE
What PR professionals need to know about ESG
Environmental, Social and Governance investments have grown in recent years, underscoring the
need for PR pros working in the health and science industry to begin incorporating ESG messaging
into their communications plans. By Lisa DeScenza
A s momentum continues to build in
the health and science industry on
ESG investing, public relations pro-
fessionals must consider ESG as they build
their strategic communications plans. De-
the leadership and good governance that is
so essential to sustainable growth, which is
why we are increasingly integrating these
issues into our investment process.”
In his 2021 letter to CEOs, Fink was even
sures. NASDAQ’s new rule released in Au-
gust requiring listed companies to have at
least two diverse directors or explain why
they don’t have them is another example of
the heightened awareness around ESG.
veloping a strategy around ESG includes more adamant in his views: “We believe Few industries have received more scru-
strong environmental initiatives as well as that when a company is not effectively tiny over the past year than biopharma.
C-suite executives who are committed to addressing a material issue, its directors And biopharma, by virtue of its nature—
building diversity and inclusion as part of should be held accountable. Last year, that of improving hu-
their corporate culture. BlackRock voted against or withheld votes man health—has a
The Environmental factors in ESG in- from 4,800 directors at 2,700 different very strong intrinsic
clude metrics relating to a company’s sus- companies. Where we feel companies and ESG focus and ap-
tainability, such as energy efficiency, car- boards are not producing effective sustain- peal. However, it has
bon greenhouse gas emissions and water ability disclosures or implementing frame- unique characteristics
usage. Social factors measure the compa- works for managing these issues, we will to address from an ESG
ny’s supply chain monitoring, observation hold board members accountable.” standpoint. Probably
of human rights, and workplace health With the Biden Administration’s focus the most significant are
and safety. Governance factors measure on the environment, growth in ESG invest- the challenges faced by
how well the company’s corporate activi- ing is likely to continue. Health and sci- the fact that research Lisa DeScenza
ties, management, and board are regulated, ence companies, particularly those larger and development is the main source of
including metrics such as executive com- small-cap and mid-cap firms, can no lon- value creation for the industry—where it
pensation, (minority) shareholder rights, ger ignore the huge pool of funds that these may take between 10 and 15 years of effort
board diversity, accounting, and compli- investors represent, as attention to ESG to progress from a scientific concept to an
ance. ESG investing was developed as an issues is becoming critical to long-term FDA-approved product. This places partic-
expansion of Socially Responsible Invest- competitive success. Furthermore, insti- ular emphasis on human capital manage-
ing, the first type of investing to consider tutional investors are making it clear that ment issues (attracting and retaining talent,
non-financial social and environmental they expect the companies they invest in workplace diversity and inclusion, etc.).
factors alongside a financial return. Unlike to take a proactive approach to ESG poli- The Biopharma Investor ESG Communi-
SRI, which is based on ethical and moral cies and messaging. While you might think cations Guidance, an important document
criteria and uses mostly negative screens, this role should fall to the investor relations developed by the Biopharma Sustainability
such as not investing in alcohol, tobacco professional, developing the messaging is a Roundtable—the result of some two-years
or firearms, ESG investing is based on the clear responsibility of the public relations of interviews with industry executives and
assumption that ESG factors have financial professional. investors on ESG—gives a high-level road-
relevance. As PR professionals developing strate- map that identifies ESG topics of unique
These three factors are considered when gic communications plans, we think about priority for the industry. These include:
measuring the sustainability and ethical where the company is today and where access to healthcare and medicine pricing,
impact of an investment in a company. ESG we’re heading in the future or who we want business ethics, integrity and compliance,
funds are an enormous factor in the inves- to become. Developing an ESG strategy is clinical trial practices, innovation in ther-
tor marketplace. Even during the worst of a long-term mission with specific attain- apeutics, diagnostics, business models,
the pandemic, when other traditional in- able goals along the way that must be part pharmaceuticals in the environment and
vestments have lagged, ESG investments of the strategic communications plan. ESG anti-microbial resistance, product quali-
have grown and now account for more contributes to a company’s reputation with ty and patient safety, risk and crisis man-
than 30 percent of total U.S. assets under many investors incorporating ESG into agement and supply chain management,
management. Last year, investors poured their financial decision making. PR profes- among others. While ESG issues can vary
a record amount of money into funds that sionals need to consider all the socially re- dramatically by industry sector, looking at
aim to help the environment and promote sponsible things that companies are doing the biopharma example helps set the stage
social good—more than double the previ- and use them as an opportunity to increase for thinking about integrated high-priority
ous year. And according to Morningstar’s awareness. As we prioritize our stakehold- ESG topics with your overall strategic com-
Sustainable Funds U.S. Landscape Report, ers, we need to incorporate not only inves- munications strategy.
that’s the fifth consecutive record yearly tors but, more specifically, ESG investors. So, where do we start? The first step is to
amount. This represents a huge opportuni- In June, the Securities and Exchange do an initial ESG analysis by identifying
ty for health and science companies to po- Commission released its spring 2021 priority focus areas and gaps with review of
sition themselves to attract this burgeoning rule-making list, which was full of pro- current ESG practices, peer practices, ESG
group of investors. posed ESG regulations. The main areas of rating agencies reports, and ESG reporting
In his 2018 Annual Letter to CEOs, interest included climate change, which and communications frameworks. Next is
Blackrock’s CEO Larry Fink wrote “a com- could be proposed as early as October or to research stakeholder perceptions of ESG
pany’s ability to manage environmental, November. Other areas of focus included
social and governance matters demonstrate board diversity and human capital disclo- _ Continued on page 23
20 OCTOBER 2021 | WWW.ODWYERPR.COMYou can also read
