MCS is pleased to mark the 10^th anniversary of our collaboration with the Head and Neck Cancer Alliance (formerly the Yul Brynner Head and Neck Cancer Foundation) to provide PR support for their annual Oral, Head and Neck Cancer Awareness Week (www.OHANCAW.com). Since 2002 we have partnered with this not-for-profit client on public and media relations campaigns designed to increase awareness ofthese cancers and drive public and provider participation in the free screenings held nationwide during OHANCAW (which this year is April 22-28).  Last year nearly 12,000 people were screened at some 300 sites around the country. Many were referred on for immediate consultation due to suspicious findings, which no doubt saved lives due to early detection and intervention.

Our work with the Alliance typifies MCS’ relationship with many of our clients: long term, enduring, and with an end goal, in concert with achieving the client’s business objectives, of empowering patients to improve their health:

• For the past 18 years, as the PR agency of record for Genentech’s Activase, we have implemented programs to educate the public about stroke.
• Since 2006, we have worked with CSL Behring to heighten awareness of two little-known but very serious disorders, von Willebrand disease and hereditary angioedema.
• For the last nine years, we have advanced global understanding of several auto-immune diseases due to our work on Merck’s biologic Remicade.

At MCS, we favor longevity – both in the relationships with our clients and the lives of patients who benefit from our clients’ initiatives.  

-Jeff Hoyak, President

What better way to break up the doldrums of winter than with the thought of a warm, sunny get-away. We’ve asked a few of our employees to tell us their favorite vacation spot, and here’s what they had to say:

Todd Forte, Executive Vice President: Martha’s Vineyard is by far my favorite vacation spot. It is a special place where my family and I spent time each summer for several years when my children were growing up. MV is caught in a time warp, where ordinary people (and celebrities) walk down streets lined with stately homes of whaling captains from the 19^th century and nary a McDonald’s or Pizza Hut is to be found anywhere on the island.

Amanda Merced, Sr. Account Executive: My favorite vacation spot is Atlantis, Paradise Island. My family has a timeshare there and without fail, every time we go, we come back with great memories and stories of a wonderful time with family and friends.  

Jeff Hoyak, President: There’s no question that my favorite vacation spot is Cape Cod, Massachusetts. It’s like the Jersey shore, only with quaint New England ambience and without Snooki and J Woww. You stand on the Cape Cod National Seashore – an absolutely breathtaking vista from anywhere on the coast – and wonder why you would ever want to set foot in an office again. Oh, and the seafood isn’t too shabby either.

As the influence of social media grows, the impact of traditional media has been questioned more and more. Who reads a newspaper these days when your news can be delivered through tweets? Who watches television or listens to the radio when you canwatch clips on YouTube? While it is true that readership and viewership numbers are declining, traditional and social media work in concert to change consumer behavior. There is no need to choose one over the other. The key is finding the right balance, especially for health information.

While the traditional assumption is that mainstream media provides the “hard facts”, as recent Pew Internet research has shown, social media focuses more on exchanging this information with others. For example, according to their research, one in four internet users with a chronic condition say they have gone online seeking the advice of others with similar health concerns. That said, though, mainstream media often acts as a catalyst for those discussions. Combining these mediums in a way that works best for each individual campaign and its target audiences allows for the best saturation of messages.

-Laura de Zutter, Sr. Director of Client Services

In 2011 alone, MCS attended and provided support for 18 national and international medical meetings and congresses (hello frequent flyer miles!), ranging in scope from cardiology and rheumatology to stroke and diabetes. Whether it’s on-site media relations or organizing large-scale press events, we’re skilled in delivering results for our clients. Learn more about our medical meeting support here.

According to most studies, people’s number one fear is public speaking.

If the thought of getting up in front of a group of people leaves you with sweaty palms and weak knees, consider these tips on how to control the butterflies and put your best foot forward:

• Know your material: Rehearsal is key when giving a presentation. If you have time, practice giving your speech to someone and ask for feedback.

• Know your audience: Greet some of your audience members as they arrive. You’ll find it easier to speak with people you just met than to complete strangers.

• Know the room: Arrive early prior to your presentation and walk around the room. Practice using the microphone or visual aids. This will help you feel more comfortable during the real thing.

• Relax: Remember to smile, pause and breathe during your speech. This will give you time to think thoughts through and transform nervous energy into confidence.

And most importantly:

• Be yourself: Don’t try to be anything you are not. Know your natural strengths and weaknesses. Some people are funny, so add humor. Some are enthusiastic speakers and can easily work up a crowd. Each of these abilities can be used to connect with your audience and keep them engaged.

So the next time you find yourself preparing for a presentation or a public speaking event, approach your task as an opportunity to gain valuable experience. Apply the above tips to your routine and you’ll be surprised at the end result. Master your fear and get up on that soapbox!

-Dana Karpinski, Sr. Account Executive

Avidly watching re-runs of Mad Men while working in this industry has made one thing abundantly obvious, women have and will continue to be key household decision makers.  While in no way do I agree with the ladies who lunch mentality and stereotype, women have a sphere of influence all our own , which has transitioned that term to the more appropriate, ladies who launch.  

The ladies I’m speaking of are the online entrepreneurs who, while they may not actually be selling something, are presenting opinions and developing a camaraderie among fellow decision makers that drives action.  These women are bloggers, social media queens who know your audience better than many brand managers.  I’ve had the pleasure of working with several noted bloggers in the healthcare industry and can attest to the vastness of their reach and return.  Many female bloggers are also moms, making healthcare and safety a top focus of their discussions.  While blogs may range from the grand to the specific, the interesting to the mundane, you can be certain that there is a group of people discussing your topic online.  

A successful blog may not have millions of followers, but often times, is subscribed to by a focused group of similarly influential bloggers who may identify with a post and ‘pay it forward’ through their own social media channels.  Whether your plan includes partnering with a blog, offering product reviews or even just identifying and following your consumer market, it is important to look to these women, these bloggers, and recognize the influence they have.

-Amanda Merced, Sr. Account Executive

Noted author, educator and communications theorist, Herbert Marshal McLuhan, first coined the phrase, “the message is the medium” in 1964. As experienced communicators, we’ve come to incorporate the essence of his observation in almost all of our work. Where this maxim is particularly relevant , and potentially of greatest benefit, is in our work with third-party organizations on behalf of our healthcare industry clients.

We have a long history in working with professional, patient and consumer organizations whose interests align with those of our clients. This history reflects a level of trust and confidence in our ability to strategically match those interests and to deliver messages that are meaningful to all parties directly to decision makers. The credibility associated with these organizations, as recognized by the media and policy makers, translates to messages that are typically viewed as being objective, accurate and fair; bringing a value-added dimension to the story that rarely can be matched when relayed by a corporation or business.  

The message here, as delivered through our medium, is to seek out those third-parties that can best represent your interests and open a discussion that will ideally lead to a mutually-beneficial collaboration. While the messages you share will likely not feature brand names (hence the objectivity) they can certainly reflect those unique attributes that are important to your clients and of value to the end-user of the information. I can think of no better definition of what is commonly called, a win-win situation.

-Todd Forte, Executive Vice President