Interviews

Great Expectations

A survey by HealthNewsReview.org published in the current issue of PLoS Medicine shows that the media could do a better job at covering medical news.

An analysis of 500 stories on medical topics by U.S. consumer print and broadcast media showed that “journalists usually fail to discuss costs, the quality of the evidence, the existence of alternative options, and the absolute magnitude of potential benefits and harms.”

These observations may be right, but what do you expect from the media, particularly consumer outlets? Space and time is money, all information is dumbed down, long form pieces don’t sell ads and eyeballs, and there will never be this level of desired accuracy. That’s what blogs, Web sites and peer-reviewed academic journals are for.

Some findings:

Posted by Shawn Whalen on June 20, 2008 at 12:27 PM
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Health Editors Talk

A quick note to healthcare marketers, PR Newswire is offering a complimentary webinar on Thursday, May 8, 1:00 pm EST, on how to pitch top health editors.
 
Panelists include:

- Valarie Basheda, Managing Editor, WebMD
- Susan Cowen, Health Tab Editor, Houston Chronicle
- Carol Gentry, Editor, Florida Health News
 
They’ll discuss:
- How health reporting has changed in recent years
- Current and future trends in health and medical reporting
- How to truly get journalists' attention
- Pitching a feature: What to do - What to avoid

Click here to register. 
 
On another topic, I wanted to applaud the Consumer Focused Healthcare blog for covering the interesting topic of medical misdiagnosis and second opinions in their interview with Evan Falchuk of Best Doctors. The interview is here.   It’s worth a listen to.

Posted by Shawn Whalen on May 7, 2008 at 9:34 AM
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HIMSS Tips from Heathcare IT News

HIMSS is a few weeks away. I provided some HIMSS PR tips in a past post you can read here.

Healthcare IT News Reporter Fred Bazzoli sat down with colleagues Brian Bogie and Rebecca Phillips for a Q&A to provide his perspective on what the media is looking for during those few moments you have together during the show.

Q: Describe how Healthcare IT News covers HIMSS.

A: Because of the size and scope of HIMSS, it is a difficult show for the media to cover. It's typical for media staff to spend two to five days at the conference, and just like everyone else, we have long days at HIMSS. There's lots of meeting people, note-taking, writing at odd hours, late meals. Depending on responsibilities, reporters schedule zero to 12 meetings a day. In fact, our reporters will probably have 100 overall meetings with companies at HIMSS.

Given this hectic schedule, our time together is short. However, there are several things that companies can (but all too often don't do) to stand out. Your goal during the briefing is to build a long-term relationship with the media, one that begins at HIMSS and lasts beyond.

Q: What are your tips for standing out from the vendor crowd at HIMSS?

A:  Recognize that that each publication has a particular niche, specialty, or purpose. Some publications are looking for case studies from the provider standpoint; some are looking for vendor information; some are looking at how IT relates to specific modalities. Our publication, Healthcare IT News, highly values time-sensitive news. Know and be ready to provide the media with what they are looking for.

Q: What are some secrets to good briefings?

A: If you or your PR firm "pitched" an angle - an exclusive, a customer case study, a specific executive or spokesperson­ - make sure that is what you provide us with during the briefing. Not coming through, or baiting and switching, is the fastest way to burn bridges with the media.

Continue reading "HIMSS Tips from Heathcare IT News" »

Posted by Shawn Whalen on February 7, 2008 at 4:05 PM
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Talk with Forbes' Dan Lyons

Not directly related to healthcare IT but interesting nonetheless, Fake Steve Jobs blogger and Forbes reporter Dan Lyons sat down with us recently to discuss the blogosphere.  Listen to the podcast here.

Posted by Shawn Whalen on December 4, 2007 at 10:51 AM
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Defining Quality Healthcare

My May 1 post, "Our Hidden Health Crisis: Misdiagnosis" was well received. The healthcare quality issue continues to be confusing, as providers, payors and consumers grapple with how to judge quality.  The core of healthcare quality is correct diagnosis and treatment, period.  Here is a client guest blog post by Best Doctors' President Evan Falchuk on the subject. 

"Quality" Healthcare:  What Does it Really Mean?

By Evan Falchuk, Esq.

Three years ago, the Rand Corporation's The First National Report Card on Quality of Health Care in America reported that patients in the United States have a 50% chance of getting the right care.  The media jumped on the story, calling it "coin-toss medicine," and it helped spark a national quality improvement movement.    

Quality continues to be a hot buzzword in healthcare. But, until recently, the industry has not looked at the issue of getting the right diagnosis and treatment as the fundamental quality metric. A recent report by the consulting firm Hewitt (The Road Ahead: Emerging Health Trends 2007) shows that this may soon change.  Employers are beginning to target the root of the issue and are looking for solutions that influence the interactions between providers and their patients.

This focus on quality at the point of care is long overdue. Patients and their physicians need solutions that help them work together to get the right diagnosis and treatment.

The "Fog of Care"

It is a story familiar to anyone who has been or knows someone who has been seriously ill.  The patient has doubts about her diagnosis and treatment, but finds it hard to get good answers.  She never feels she has enough time with her doctors.  And when she goes on-line to fill in the gaps, she finds as many new questions as she does answers.  What may be surprising is that doctors report the same frustrations and uncertainties.  It's really what could be called the "fog of care," and its representative of a healthcare system that doesn't work.

Continue reading "Defining Quality Healthcare" »

Posted by Shawn Whalen on July 11, 2007 at 3:26 PM
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60 Minutes is Knocking

Communicating in a Crisis

Part Nine in a Continuing Series on PR Strategy and Tactics for Healthcare IT Marketers

Despite the best-laid plans, a sudden disaster challenges PR pros to do their best thinking on their feet. The stakes are highest in the first few hours because the initial media coverage creates perceptions that linger. Let's discuss crisis communications with insights drawn from the Schwartz Communique newsletter.

Communicating information in a crisis is never as easy as it sounds, primarily because the information itself is often scarce. This leaves corporate and PR pros in a sticky situation, trying to satiate a hungry media with little to offer.

We at Schwartz have had first-hand PR experience with crisis communications. One powerful example was the aftermath of an explosion and fire at a plant owned by West Pharmaceutical Services, Inc. By responding quickly, compassionately and responsibly to this terrible accident, we were able to help West weather a difficult time for the families of those hurt, the employees and the company itself. The West team stayed focused on three guiding principles throughout the ordeal:

Continue reading "60 Minutes is Knocking" »

Posted by Shawn Whalen on March 6, 2007 at 4:33 PM
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Wall Street Journal Reporter Interview

Here is an interview with Amy Dockser Marcus of The Wall Street Journal, drawn from the Schwartz Communications Healthcare Newsletter. Useful advice for PR practitioners.

Schwartz: What makes a good pitch? What do you look for when evaluating a medical therapy or diagnostic to feature in Personal Journal section?

Marcus: To make a good pitch, you have to read Personal Journal. It is clear to me from a pitch when someone has never bothered to read the newspaper or the section and so has no understanding of what kind of stories we run.

Personal Journal is heavily oriented toward consumer service information. We want to break news, but it also has to be news that someone can use right then or in the immediate future. Diagnostics or new medical therapies that won't be available in the doctor's office for the next five years may be fascinating and work for some other section of our paper, but we won't write a story about them in Personal Journal.

I am interested in learning about diagnostic tests and new therapies that will transform in some way how diseases are treated. The pitch should explain why this is a significant change from what is traditionally done or what kind of major difference its use will make in the health of a consumer.

Schwartz: What is your view of disease awareness months? What are the requirements for making that kind of pitch newsworthy?

Marcus: Personal Journal in the past has rarely written about disease awareness months. We are interested in breaking news about diseases no matter when they happen during the year. We do not run general stories about disease awareness months. The only way we would consider this is if there is a genuine news story, emerging trend, new treatment, new diagnostic test, or some other news-related development related to the disease. Even then, we'd probably just run a straight news story about the development rather than focusing on the tie to a particular disease awareness month.

Schwartz: What do you think of the use of celebrity spokespeople?

Marcus: It doesn't matter what any of us think, they are here to stay. It won't make a pitch more appealing if a celebrity is backing the use of a particular product. But if there is an unusual or newsworthy reason why the celebrity got involved, that might be interesting to know.

For more PR strategy and tactical advice, please click on the "PR Strategy and Tactics" category to the right.

Posted by Shawn Whalen on January 29, 2007 at 3:30 PM
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Marketing View on Blogging

Blogging has moved from fringe to mainstream marketing. Healthcare technology has its tribe of bloggers, and the vendor big boys such as Microsoft and IBM run respectable healthcare blogs. Schwartz sat down with blog design and strategist Steve Turcotte, president of Backbone Media Inc., to discuss how blogging should be pursued by healthcare IT vendors. Turcotte explores such issues as:

- Why blogging, and why now?
- What is good corporate blogging strategy?
- What about commenting outside of your corporate blog?
- How do you transparently comment without spin?

Read on for insightful advice for your own blogging efforts...

Continue reading "Marketing View on Blogging" »

Posted by Shawn Whalen on August 10, 2006 at 2:27 PM
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Burrowing into a Good Story

Q&A with BusinessWeek's Peter Burrows

Schwartz Communications sat down with online editor Peter Burrows of BusinessWeek. Here is the interview, drawn from Schwartz Communique, Vol. 2, Issue 4. Peter Burrows is one of the most highly regarded technology writers in the country. Topics here include Peter's start in journalism, elements of a good story and what he looks for in a pitch.

Continue reading "Burrowing into a Good Story" »

Posted by Shawn Whalen on July 26, 2006 at 1:56 PM
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Is Your Pitch DOA?

Q&A with Health Columnist Dr. Rallie McAllister

Dr. Rallie McAllister writes the nationally syndicated column "Your Health by Dr. Rallie McAllister." The good Doctor diagnoses PR and tells us how to prevent a story from being DOA. Here is the interview, taken from Schwartz Communications PR Perspectives newsletter, Vol. 2, Issue 4.

Schwartz: Can you describe what kind of health stories you look for?

McAllister: My goal is to write stories that inform and inspire my readers. It's fun to share the fascinating results of a recent clinical trial or news of an exciting medical discovery. The real challenge is to show readers how the information directly impacts their personal health or happiness, and then inspire them to take some kind of action. I'm trying to write stories that, once read, will compel readers to make positive changes in their lives. When it comes to health-related news, readers have one major question: "Why should I care?" If the story answers that question clearly and convincingly, it's likely to be a good one.

Schwartz: What makes for a good story (compelling patients, FDA decisions, published studies)?

McAllister: Facts, figures, and FDA rulings provide an important factual foundation for health-related articles, but you can't really count on any of these elements to inspire readers or motivate them to change. Readers want to be informed and educated, but they also want to be moved. That's why patient stories are so effective. When readers learn about the struggles and successes of real people, they instantly begin to relate and identify with them. Now, the information isn't just an abstract idea that barely registers in readers' brains, it's something far more powerful and unforgettable. It's a concrete reality that they've embraced with emotion and experienced in their hearts. Compelling patient stories help readers make an important connection, and to take ownership of the message you're delivering. These stories drive readers to say, "Hey! This is something that could happen to me, too."

Schwartz: Do you have go-to sources that you speak with regularly? What makes for a trusted source and/or great interview?

McAllister: My articles tend to have a relatively narrow focus-I'm trying to deliver a single message clearly and convincingly. Ideally, I'll interview one expert who is a recognized authority in the related field, and one patient whose life has been changed. This gives the article a greater depth, and a balance between facts and feelings. Trusted sources are professionals who have great expertise, education, or experience in the related field. I think readers attach far more credibility to experts who have a professional or academic interest in the topic, rather than a financial interest.

It's a wonderful experience to interview experts who are also believers, especially when their beliefs are backed by solid evidence. Great interviewees speak in two languages. One is the slow, patient, explanatory tone of a teacher, to ensure that the writer understands the story, gets the facts straight, and loses nothing in translation. The second language consists of powerful sound bytes, buzz words, and catch phrases that the writer can plug into the story to drive home important points.

Schwartz: Is the emerging trend towards playing a greater role in managing one's own personal healthcare changing the way readers consume health news?

McAllister: For better or worse, the once sacred doctor-patient bond no longer exists. Managed care and medical malpractice have basically pitted physicians and patients against each other as "healthcare providers" and "healthcare consumers." In the past, patients trusted doctors with their lives-literally. Now, modern day healthcare consumers consider themselves to be the captains of their own ships. They no longer rely exclusively on their doctors for medical information, and they're often skeptical of their physicians' decisions and diagnoses. These days, the media is the universal source of second opinions. Readers are careful, conscientious consumers of health-related news, and they consume it as if their lives depend on it.

Schwartz: What is the best way for PR professionals to reach you with story ideas?

McAllister: I'm always excited to see the words "I've got a great idea for a story..." in my e-mail. My address is www.rallieonhealth.com, and I welcome correspondence.

Posted by Shawn Whalen on June 26, 2006 at 3:37 PM
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So Who Do You Compete Against?

PR Tactics: Answering the Competition Question

Part Three in a Continuing Series on Healthcare IT Public Relations

Departing from my usual issue-oriented focus, here is some media interview advice for healthcare marketers from the Schwartz Communique newsletter. Picture this scenario: You've worked hard to get your company in front of a reporter. The questions so far have been great, delving deeply into your company, its market and what makes your product great. It feels like the reporter is going to write a good story about your company.

Then it comes, the question you've been dreading: "So, who are your competitors?" Don't be frightened by this question. It's actually the perfect opportunity to frame your own landscape, positioning your company as you see it in relation to others. It also gives you yet another chance to communicate key messages.

Here are some ways to answer the question while gaining the greatest advantage:

Categorize -- Don't give your competitors free publicity by naming them right off the bat. Instead, start by mentioning the category of companies that can be considered competitive. You can then use the opportunity to stress what makes your particular technology or product unique.

Attribute -- Often the reporter pushes and wants company names. In this case, it's best to attribute your choices to a third party, such as an analyst firm. A line such as "some analysts who cover the space say we compete with Microsoft and Cerner..."

Choose Your Competition -- In business as in life, you're known by the company you keep. Carefully choose which companies you name as your competitors. Don't be afraid to compete with the big guys - this can signal your confidence that your offerings are unique and compelling enough to stand up to the fiercest competition.

Reframe -- If your competitor's name comes up, take the opportunity to re-position them to your advantage. Competing with an industry giant? Then you're the best-of-breed player with intense focus and the customers to prove it. Competing with smaller companies? Then you're the market share leader with all the momentum behind you. However, don't go into a lot of depth about your competitor's strengths and weaknesses. Instead, use that time in the interview to highlight your company's unique strengths.

The question can also haunt you if not handled correctly. Here are some things NOT to do:

Duck and Cover -- While a tempting response, saying "we have no competitors" is never the best course of action. Besides the fact that most reporters greet such answers with skepticism, many media and analysts see this answer as a signal that your market niche is too small to attract other
players.

Avoiding the Question -- If you avoid the question entirely, the reporter will be left to choose your competition for you. Frame the competition on your terms rather then leaving it up to chance.

Bashing -- Don't be baited into bashing the competition and risk getting quoted negatively. Take the high road whenever possible.

I look forward to your feedback on future topics for this occasional series on healthcare IT PR tips. These posts are gathered together in the "PR Strategy and Tactics" Category in the list at your right.

Posted by Shawn Whalen on June 19, 2006 at 2:07 PM
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Wanted: Control Freaks

Part Two in a Continuing Series on Healthcare IT Public Relations

Today's post continues our series on PR tips and tactics for healthcare marketers, drawn from the experts at Schwartz Communications. To get your key messages across, don't be afraid to take control of the media interview. While the interview process should not be antagonistic, driving the direction of the conversation will ensure that you tell your story effectively.

The process starts even before you sit down with the reporter. Get as much background information as you can about the reporter and the story he or she is writing before you talk. Then, at the start of the conversation, take a second to ask some basic questions such as: What is the interview going to be about? How much time do you have? Do you cover this industry or beat regularly? Armed with this information, you can tailor your interview accordingly.

• Stay on message--No matter what direction the interview takes, you should always stay on message. Each question is an opportunity for you to get one of your key corporate messages across. These messages should be thought out well before the first phone calls are made to reporters.
• The tough questions--A reporter may ask a question you don't want to hear or one that will take you off message. Don't let this throw you. Reply "That's a good question, and here's our perspective on the issue..." Supply a brief answer and segue to answer the question you wished they asked, reinforcing your corporate or product messaging.
• Just the facts--Be prepared to recognize and, if necessary, avoid theoretical questions, as they're bound to cause problems. Keep the interview grounded in facts rather than trying to answer a question of what may or may not happen if something else happens. Also, if a reporter misstates a fact, correct them. Otherwise you have tacitly agreed to something that is untrue.
• Silence can be okay--Do not feel the need to fill every void in the conversation, or you may end up saying something you'll regret later. Often a reporter is just using the silence to finish writing notes or look over the last few questions. Sometimes they're figuring out their next question and don't even notice that the pause has lengthened. If you feel compelled to say something, you can simply ask "Is everything I've said so far clear?"
• Open ended openings--Be prepared for an opening question like "What have you got for me today?" This often happens when a reporter is booked for a briefing on upcoming news. This is a golden opportunity to take control of the interview and tell your story your way.

For more articles like this, read our Schwartz Communique newsletters elsewhere on this site. I look forward to your feedback on future topics for this series on healthcare IT PR tips.

Posted by Shawn Whalen on May 12, 2006 at 10:02 AM
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