Throughout history, the pharma, biotech and medical device industries have been defined by the relationship between these  businesses and their key customers, namely physicians. In the past few years, this relationship has been dramatically transformed. Fewer field reps are calling on fewer doctors who are willing to or have the time to be “detailed.”  Technology – e-detailing, e-prescribing, electronic health records – has changed the paradigm of personal promotion. The rep-doctor rapport is measured less by making product budgets than by bringing value to the provider and his or her practice. The latest wrinkle is the pending “Sunshine Act” that will focus a spotlight on how much companies compensate physicians to speak or act on their behalf. And the overriding trend that threads through all these other factors is an economic one: today, the healthcare industry is compelled to do more with less.

These challenges have compelled the industry to revisit its commercial model. One company that has taken a fresh look is our client Qforma, a leading provider of advanced analytics and predictive technologies for health sciences companies.  In an interview just posted online in MD+DI magazine, Kelly Myers, CEO and co-founder of Qforma, highlights the role and impact of physician influence networks: (http://www.mddionline.com/article/what-manufacturers-can-gain-understanding-physician-network).

Physicians influence each other, and there are networks of physicians – primary care and specialists – who collaborate in the care of a patient and impact each other’s decisions. Twenty percent of physicians are probably affecting the behavior of the other 80%, but the most influential doctors often aren’t the busiest ones who are seeing the most patients and writing the most scrips. Identifying these physician social network connections has changed how physicians are valued, enabling companies to more efficiently segment and target their messaging on disease awareness and product differentiation.

At MCS we like to stay ahead of the curve on all things healthcare. Qforma’s “Social media-meets-Moneyball- meets-data analytics” perspective on how healthcare decisions are being made is certainly in that place.

-Jeff Hoyak, President

Did you know that every four minutes someone dies from stroke?  It’s the fourth leading cause of death in America and affects more women than men. 

MCS is proud of the work we have done over the last several years to help raise awareness that stroke is a medical emergency and to call 9-1-1 if you think you or a loved one is experiencing a stroke.  In recognition of Stroke Awareness Month, take the time to remember the acronym F.A.S.T  – a quick test that can be utilized to help you recognize the signs and symptoms of stroke.

• Face – Ask the person to smile.  Does one side of the face droop?
• Arms – Ask the person to raise both arms.  Does one arm drift downward?
• Speech – Ask the person to repeat a simple sentence.  Are the words slurred?  Can they repeat the sentence correctly?
• Time – If the person shows any of these symptoms, time is important. Immediate medical attention may limit the effects of stroke. Therefore, call 9-1-1 or get to the hospital immediately.

 For more information visit www.stroke.org

-Brian Thompson, Sr. Vice President

With 2012 campaigns already underway and 2013 planning right around the corner, we thought it would be interesting to hear from our employees about which campaigns have been some of their favorites. Here’s what a few had to say:

Eliot Harrison, Vice President: One of my favorite campaigns involved a partnership, in support of our client’s nail fungus solution, with the Road Runners Club of America on a nationwide tour called the “Best Feet Forward” campaign. The team used an elaborate tow truck, also known as the “Toe Truck,” which made stops around the country to multiple marathons and provided free nail fungus screenings to marathon runners, a group particularly susceptible to the condition. It was interesting to see first-hand the prevalence of this issue in addition to a general lack of awareness among patients. The creative play on words with “Toe Truck” caught the attention of our audience right away which is why this campaign will always be remembered as a favorite!  

Jeff Hoyak, President: As a starstruck movie buff, I’ve always enjoyed implementing PR campaigns that involve Hollywood-type celebrities as spokespeople. I was excited to work with veteran character actor and movie villain Richard Kiel, the giant, scary-looking guy who played Jaws in the James Bond films, to raise public awareness of acromegaly, the pituitary disorder that affected Richard throughout his life. It was an equal pleasure to collaborate with the extremely affable Christopher Knight, aka Peter Brady on The Brady Bunch, who was our voice for an initiative to educate parents about the psychosocial impact of acne on teenagers. But my all-time favorite “celebrity” spokesperson was FBI Special Agent and famed profiler John Douglas, a chronic sufferer of deep-vein thrombosis (blood clots) who partnered with us on a program to help consumers “profile” themselves for risk of DVT. John was a very engaging and fascinating fellow, with a trove of great stories about his investigative work on some of the landmark criminal cases of our time. The thread that tied John, Chris and Richard together was that they were personally invested in the health issues they highlighted, and they counseled the public with credibility and conviction.

Laura de Zutter, Sr. Director of Client Services: Of all the campaigns I’ve worked on during my years at MCS, I’d have to say my favorite ones often involve working directly with patients. Hearing patient stories about how they have overcome obstacles and their appreciation for available treatment options is one of the most rewarding parts of our job. In particular, I recall working with one individual who was so happy with his current psoriasis therapy that he was ready to create his own nationwide crusade so his story could be shared with others. The patient was featured in local newspaper articles, made an appearance on his local news and also shared his personal story at the company’s annual meeting.

A twist on the old “Practice Makes Perfect” adage, I received some great advice this week that is applicable to any situation, including public relations: Lather. Rinse. Repeat.

Advice applicable to just about any situation: Lather. Rinse. Repeat.#advice #justdoitalready

— Amanda Merced (@AmandaMerced) May 1, 2012

In order to stay ahead of the game, a person, company or agency must embrace the notion that there is always room for improvement. Regardless of specific industry or craft, the determination to learn, adapt, and produce new and innovative products is key to survival. Focusing on healthcare, this can mean the survival of existing or new brands, products, campaigns or ideas. 

At MCS, our goal is to establish and facilitate your key objectives while employing our expertise and creativity. In every one of our brainstorms, we ‘lather up’ our most creative and strategic ideas, eventually ‘rinsing out’ and concentrating on the tactics most valuable to you. Although some may see the brainstorm as the most innovative part of the process, we shine when the unexpected happens and we must ‘repeat’ the process within new guidelines. This practice—our mentality—has consistently developed strong results-driven programs for our clients.

-Amanda Merced, Sr. Account Executive

The evolution of online news has radically changed the way we not only receive the news (instantly), but it has evolved the way the general public responds to it. Years ago, if a reader identified with a story on a personal level he or she would grab a pen and a piece of paper and write a letter to the news station  in hopes that someone would open it and respond in the following week’s edition.

More recently, the “Letters to the Editors” section has become a viable source for sharing opinions; however, there is a filtering system in place which hinders the unwanted comments from being posted. With the launch of online news-sites anyone with an opinion can comment on an article and the author’s credibility, or undermine the article’s main thesis. 

The question is – do these comments change the way people perceive the original article? Now, I’m a news junkie, and after countless amounts of “comment digging,” I’ve come to the conclusion that there are three main reasons people comment on a health-related article. 

1. A person has a personal connection with the topic (e.g. a story on diabetes or another type of disorder) and would like to share a personal experience related to the story.
2. A professional in the industry would like to comment on a factual error or praise a theory being discussed.
3. People (most likely outside of the medical field) are venting because a certain drug or therapy did not work or is too expensive. 

Take a quick look at a story from The Star-Ledger discussing New Jersey autism rates. In total, there are 49 comments from a mix of the three categories listed above. Regardless if the comments are right or wrong (and remember all of them are just people’s opinion), they become part of the story.

At MCS we work with our clients to strategically address how best to respond to online comments. Implementing the right message the first time is important, and our job is to ensure our client’s message is not misinterpreted or misconstrued.  More importantly, our tactical messaging provides our clients with advantages over their competitors in the media.

-Matt Coppola, Account Representative

For any PR savvy organization looking for a highly cost-effective outlet to reach a diverse audience, radio is the weapon of choice. More than 93 percent of the population tunes in on a weekly basis, according to a 2012 National Listeners Report.  

Radio is an age-old communication medium that endures by adapting to the current culture, revitalizing its brand and expanding its presence online. Did you hear about a contest on your drive to work this morning? Was your phone tucked away and out of reach? Not to worry—stations supplement their on-air content with online content; directing listeners online for:

• New music and YouTube videos from up and coming artists
• Blogs discussing everything from controversial issues to celebrity buzz
• Live Twitter and Facebook feeds to interact with the hosts (i.e. request a song, ask a question, make a shout out)
• Interviews, podcasts and website links that you heard, liked and want more information on

The opportunities are limitless.

As a customer purchasing airtime, developing a PSA or proposing a media tour, radio functions as an efficient way to drive traffic to your website. As a perfect example, on my way in to work today, I heard a host talking about the top 5 designer discount websites. Rest assured, I’ve already bookmarked those sites and am looking forward to searching through them during my break!

At MCS, we use radio as an interactive forum to distribute our clients’ messages. What better way to generate understanding of rare disorders or call attention to national awareness campaigns? Patients, spokespersons and physicians have the chance to speak candidly with a variety of listeners, and those listeners have an equal opportunity to share their point-of-view. It has become an excellent stage to raise the profile of nonprofit organizations who can’t afford the flashy television commercials or magazine advertisements.

-Lauren Abel, Account Executive

For those of us who were unable to travel to Washington, D.C. this week for TEDMED 2012, myself included, we now sit glued to our screens and smartphones eagerly taking in everything we can—blog posts, articles and tweets from @TEDMED or with the hashtags #TEDMED, #TEDMEDLive, or #TEDMEDchallenges. 

What I am eagerly (and rather impatiently) waiting for is the voting to end and the final selection of the 20 Great Challenges to be revealed.

This week, “TEDMED, a community of leading-edge thinkers and doers from a variety of disciplines who are passionate about imagining the future of health and medicine, is hosting the Great Challenges Program at the TEDMED 2012 conference. TEDMED believes that before America can effectively address its most complex and persistent health issues, we need a broader, richer understanding of the challenges facing health and medicine today and in the near-term future.”

Although all 50 championed challenges are wonderfully thought provoking, only 20 are chosen to be highlighted throughout the year. In my own mini selection process, I couldn’t justify pitting conditions, diseases and diagnoses against each other, but rather chose topics that could trigger innovation and provide broad benefit to ANY patient, doctor or researcher.

Here’s my vote for the Top 5 Challenges:

1.   #7: Medical Innovation: Balancing Risk and Rewards

• Innovation, to an extent, is the byproduct of trial and error. In order to reap the rewards of new and improved therapies, it is expected that there will be some risk involved along the way. As I see it, the challenge of medical innovation is to accurately define, understand and communicate the benefit vs. the risk.

2.   #11: Making “Informed Choice” Work Better

• Physician and consumer awareness campaigns abound! With the influx of information on various treatment options for any number of conditions, it is paramount that there is consistent and accurate messaging between both groups to facilitate optimal results.  Now that we’ve been informed…

3.   #18: Improving Medical Communication

• We must improve the ways in which physicians and patients communicate! In public relations, efforts to motivate patients to open discussion with their physicians and vice versa can range from awareness initiatives, video how-tos and development of key talking points. Even with these great communications tools, there is always room for improvement.

4.   #23: Eliminating Medical Errors

• The advent and adoption of electronic medical records has opened a world of doors to physicians and healthcare corporations. Paper or electronic, the goal is to reduce the number of medical errors and decrease the fear of malpractice.

5.   #50: Developing Tomorrow’s Medical Leaders

• My personal favorite – The acceptance, mentorship and belief in tomorrow’s leaders is something that must occur across the board. Today’s leaders, who are held in the highest regards and have paved the way for numerous innovations, are the teachers of tomorrow’s leaders. By providing today’s students with the opportunity to shine, you open doors to potentially groundbreaking innovations. 

If you haven’t done so already, go check out the challenges and VOTE for those you want highlighted in 2012!!!

-Amanda Merced, Sr. Account Executive

Medical centers throughout U.S. will take part in 15^th annual OHANCAW^®, April 22-28

Peter, who survived a rare form of oral cancer, is our spokesperson this year for the Head and Neck Cancer Alliance’s annual Oral Head and Neck Cancer Awareness Week (April 22-28), an initiative highlighted by free nationwide cancer screenings that MCS has supported for 10 years. Check out their website here: www.headandneck.org

Thanks to Peter for contributing his time to an important health cause!

NEW YORK, NY, April 3, 2012 – Popular recording artist, actor and former member of The Monkees, Peter Tork, who is himself an oral cancer survivor, is urging Americans to get screened for cancer during the 15^th annual Oral, Head & Neck Cancer Awareness Week^® (OHANCAW^®), being held nationwide April 22-28. More than 200 sites throughout the country will offer free oral, head and neck cancer screenings during OHANCAW, which is sponsored by the Head and Neck Cancer Alliance (HNCA).  Information about the free screenings and local sites can be found at www.headandneck.org

According to the American Cancer Society, an estimated 52,610 new cases of head and neck cancers will be diagnosed in 2012 with an estimated 11,500 of those cases resulting in death.

Mr. Tork is best known as a member of the iconic 1960s TV, recording and performing group, The Monkees, whose number one hits include “I’m A Believer” and “Last Train to Clarksville.” He was diagnosed in March, 2009 with adenoid cystic carcinoma (ACC), a relatively rare cancer that typically occurs in the salivary glands, on the lower part of his tongue. Following surgery to remove the tumor and courses of radiation, Mr. Tork was declared free of any detectable cancer.

“Fortunately, I am grateful to say my cancer was detected early enough for me to undergo successful surgery and follow-up treatment,” said Mr. Tork. “I encourage everyone to get screened for oral, head and neck cancers by taking advantage of the free screenings offered during OHANCAW at hundreds of local facilities throughout the country. Early detection and treatment can improve outcomes. Get screened and increase your chances for living a full and healthy life.”

“When oral, head and neck cancers are diagnosed early, these potentially deadly diseases can be more easily treated without significant complications, and the chances of survival increase,” said Terry Day, MD, President of the Head and Neck Cancer Alliance.  “Many Americans do not recognize the symptoms of these cancers, which underscores the importance of everyone getting screened properly, not just those at high risk such as tobacco and alcohol users.”

About Oral, Head and Neck Cancer

Oral, head and neck cancer  refers to a variety of cancers that develop in the head and neck region, such as the tongue, tonsils, sinuses, the larynx (voice box), thyroid and salivary glands, the skin of the face and neck, and the lymph nodes in the neck. 

Common warning signs are:

• Red or white patch in the mouth that lasts more than two weeks
• Change in voice or hoarseness that lasts more than two weeks
• Sore throat that does not subside
• Pain or swelling in the mouth or neck that does not subside
• Lump in the neck

Other warning signs that occur during later stages of the disease include:

• Ear pain
• Difficulty speaking or swallowing
• Difficulty breathing

The most effective prevention strategy continues to be the cessation of behaviors such as smoking, use of chewing tobacco and excessive alcohol consumption. Eighty-five percent of head and neck cancers are related to tobacco use.  Research has linked the increase of tongue and tonsil cancer incidence in young adults, a population traditionally at low risk, to the rise of human papillomavirus (HPV), a cancer-causing virus that can be transmitted through oral sex. 

About Oral, Head & Neck Cancer Awareness Week

Oral, Head and Neck Cancer Awareness Week^® (OHANCAW^®), coordinated by the Head and Neck Cancer Alliance (HNCA), is a week annually dedicated to educating the public about these potentially life-threatening but highly treatable cancers, and to promoting prevention, screening and early detection. OHANCAW is highlighted by the free screenings and related activities held at participating medical centers across the country. The screenings are quick, painless, and designed to advance early diagnosis, which can lead to better outcomes. OHANCAW is sponsored by the HNCA.

The 15th annual Oral, Head and Neck Cancer Awareness Week will be held April 22-28, 2012. The HNCA is encouraging all supporters to host a free screening event. For the past five years, Bristol-Myers Squibb has provided funding for the free screenings as part of the company’s support of OHANCAW.  For more information, please visit the OHANCAW website at www.headandneck.org.

About the Head and Neck Cancer Alliance

The Head and Neck Cancer Alliance (HNCA) was established in 2008 to create a coalition in the fight against head and neck cancer. Formerly the Yul Brynner Head and Neck Cancer Foundation, HNCA expands on existing strengths to enhance the overall effort in prevention, detection, treatment and rehabilitation. Our mission includes:

• Public awareness
• Research
• Advocacy
• Survivorship

HNCA seeks to enable an organized and strategic alliance of all stakeholders to dramatically shift the stage of discovery of head and neck cancers through united and collaborative efforts in prevention, early detection and research.  Its mission involves:

• Providing support to head and neck cancer patients throughout the year
• Supporting ongoing research in head and neck oncology
• Educating children and adults in the disease process, treatment and prevention of head and neck cancer

People use social media for a number of reasons – we catch up with old friends on Facebook, we make new connections on LinkedIn, we Tweet the latest news and information and so on. Alternatively, brands are using a variety of social media tools in marketing their products and services.  Companies are increasingly using social media to monitor conversations about their products, competitors, and industry, and engaging with their customers to build relationships.  While social media is not going to make a company a success overnight, it can allow a business to listen, react and grow faster.

Below are several reasons to use social media to help grow a business:

• Brand recognition – a company needs to go where their customers are – and customers are spending more and more time on Facebook, Twitter, YouTube, etc.
• Target messages directly to consumers – Social media tools enable direct engagement with consumers in conversation.
• Brand monitoring – Having a social media presence provides businesses with a better understanding of what current customers are saying about their products and services.
• Generate website traffic –Additional website traffic can be generated if regular updates are posted on social networks that link back to the company website.
• Find new customers through friends – Utilize personal social media accounts as potential avenues to promote the activities of your business.

While many healthcare companies continue to question the value of social media networking (regulatory and compliance departments debate this issue very often) there are number of healthcare specific organizations that have taken the plunge. The following applications are good examples of how social media can benefit the healthcare industry:  

• Reach mainstream media
• Provide accurate information to patients
• Train medical personnel
• Communicate in the time of a crisis        
• Tweet a live medical procedure

-Karen Dombek, Vice President

Question: Why is it that a crisis always seems to occur at the most inopportune time and when you’re least prepared to respond? Answer: If it didn’t, it probably wouldn’t be called a crisis!

Not to be glib, but this conundrum is typically at the root cause of why many businesses fare poorly when unexpected events occur. In fact, according to the IABC, more than one-third of companies and organizations do not have a formal crisis communications plan in place. And for those that do, only 29 percent update their plans on a regular basis. All in all, not a good formula for effective crisis management.

In an earlier time (read, pre-social media) senior executives and communications staff had several hours, if not days, to react and respond to a breaking crisis. Of course, the world of instant communications has changed the game so that minutes now make the difference between managing the information flow and hence the story, or being swept out to sea by a tide of misinformation and rumor. Consequently, corporate reputations and those of its leadership can be ruined in less than one news cycle.

At MCS, we have an expertise in crisis management and communications that reflects our 27 years of working exclusively in the healthcare industry. Whether it’s preparing crisis communications plans, training key spokespeople or counseling senior executives in their response, we’re ready and able to assist when bad things happen to good companies.

-Todd Forte, Executive Vice President