Don’t necessarily rely on the old standbys. Don’t necessarily jump for the newest and shiniest idea. Keep a broader perspective. Remember that what used to work still can, and what you haven’t tried yet certainly might – and most of all, remember that every situation, every announcement, every product, every day is different and requires more of you than a cookie-cutter approach!

Take a look at the rest of our health care PR tips from our “25 Years, 25 Lessons” series.

In June 2010, MCS conducted media relations activities for client MannKind Corporation at the American Diabetes Association’s 70th Scientific Sessions, where Phase III data were being presented for MannKind’s lead investigational product, AFREZZA™ – a novel, ultra rapid acting insulin being developed for adult patients with diabetes that is currently under regulatory review by the FDA.

MCS’ mission was to seize the spotlight from other significant ADA news, including major, controversial clinical trials, to help build awareness of AFREZZA within the diabetes community. To ensure that AFREZZA was one of the meeting’s top newsmakers, MCS leveraged the 12 AFREZZA abstracts that were being presented at ADA, one of which included an abstract highlighted in The Lancet, the world’s leading medical journal, and presented during a special ADA symposium. Highlighting AFREZZA’s unique attributes and the latest clinical findings, MCS developed press materials and conducted remote and onsite media relations to secure 10 interviews for MannKind executives and positive coverage in dozens of top mainstream, trade and social media outlets, including FOX News, Medscape Medical News, XM Radio and the blog Diabetes Mine, reaching an audience of over 400 million to date.

With frequent trips around the world for medical meetings, conferences and congresses, we at MCS have become adept at international media relations. Check out some tips from our staff who recently returned from Rome and China!

Global Communications Success Story: EULAR 2010 – Pan-European Data Briefing

In anticipation of the pan-European launch of MSD/Schering-Plough’s next-generation anti-TNF SIMPONI™ (golimumab) for various rheumatic diseases, it was important to reinforce the need for new safe and effective treatments. MCS organized an international press briefing to premiere SIMPONI data to an international audience of journalists and stakeholders at the 2010 European League Against Rheumatism (EULAR) congress in Rome. The event, which convened a panel of three leading pan-European rheumatologists and a rheumatology nurse, required flawless coordination, communication and execution alongside MSD colleagues to encourage local journalist attendance. The briefing attracted 19 journalists from seven countries, leading to articles in international trade, consumer, broadcast and wire outlets. 

Activities in China

The People’s Republic of China is one of the largest countries in the world, with a population of over 1.3 billion people; however, even major newspapers in China rarely have specific health or medical reporters. When there are health reporters, they very rarely speak English. Therefore, Mandarin should be considered your language of choice when communicating health information in China, and the material should be presented in very consumer-friendly style, to make it easy for a non-specialist reporter to understand and to communicate to the public. When conducting any type of professional exchange in China, whether with a reporter, a physician, or a business colleague, it’s important to remember that etiquette differs. This site provides useful tips to prepare you for business interactions in China.

Take a look at the rest of our health care PR tips from our “25 Years, 25 Lessons” series.

Redefining the meaning of the 3 R’s, MCS has contributed towards the 2010 publication of PR News Media Training Guidebook, which contains articles and case studies on topics ranging from media pitching and messaging to social media and relationship building with journalists. An article authored by Todd Forte, MCS Executive Vice President, defined the new 3R’s as “Rapid Response Required” as it relates to communicating during crisis situations in which events rapidly unfold. In an era that combines a constant 24/7 news cycle with a seemingly endless supply of information resources and vehicles, the article emphasizes the necessity of having a comprehensive communications plan in place when bad things happen to good companies. A step-wise approach to preparing this plan is outlined in the article. Todd is no stranger to crisis communications, having spent more than a decade in the commercial nuclear power industry prior to his more recent posts in healthcare PR, including 12 years at MCS.

Take a look at the rest of our health care PR tips from our “25 Years, 25 Lessons” series.