Business extols many traits as virtues: efficiency, hard work, profitability. Their value is unquestioned, both interpersonally and financially. We work to understand other people, and we go to extraordinary lengths to understand customer behavior. 

But one trait that does not receive very much attention is empathy.  It works in every area of our business – and when we are empathetic to our audiences we increase the odds of success exponentially.

When an event is planned, for example, one tends to focus on logistics – timing, location, execution – but if you spend time imaging the event from the perspective of several different audiences first, you will create an event that may be considerably different than the one you first envisioned, but eminently more successful.

There you have it! A quarter-century’s worth of MCS knowledge on the inner workings of the health care industry.

Our “25 Years, 25 Lessons” series of blog posts have revealed valuable tips on current practices in health care PR and timely topics, trends and issues relevant to the health care space. We hope you enjoyed reading these tips as much as we enjoyed sharing them!

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

There are two approaches to judging the success or failure of a public relations campaign. 

The first (and the most common) is rationalization.  Rationalization comes in many forms. It can be as creative, if not more, than the actual campaign. If the boss liked it, it was a success.  If there was coverage in the New York Times, it was a success. Or, it would have been a success if the media’s attention was not diverted by real news on the day of the press conference. Finally, the campaign bombed because even though the New York Times covered the story, your boss did not like the story.

As long as there are creative minds and bosses involved rationalization will be a part of the mix. But the employment of pre-determined metrics can provide a much clearer perspective of what worked and what may need a bit of tweaking.

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

Due to the regulatory restrictions on DTC promotion in Europe, it can often be more effective to convey messages through partnerships with patient-advocacy organizations. They can educate the public about diseases and available therapies: Who better to discuss the impact a disease can have than people with the disease themselves? Partnering with patient-advocacy organizations provides the credibility needed when raising disease awareness and delivering key messages directly to the consumer.

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

If you can measure whether a patient visited a physician as a result of a segment he saw on the local news or whether a physician has increased the number of prescriptions she writes for your product based on an article she read in a trade magazine, you’re demonstrating behavioral change.

Action metrics often come in an anecdotal form and can be overheard at events or meetings, posted on message boards or passed on through your sales force.

If your communications result in people changing what they do, you have truly achieved success.

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

While circulation numbers can be impressive, it can be even more important to look at how effective a placement has been in meeting your key objectives.

A positive article with all your key messages in a publication read by your target audience is much more effective than numerous articles in publications that aren’t read by your target audience.

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

This week’s lesson is a personal tip from one of MCS’ leaders. Communiqué magazine asked our own Jeff Hoyak, MCS president, for his insight as part of a virtual roundtable on this question: “What three qualities are most important in a successful leader in healthcare communications?”

This is what Jeff had to say:

“Rather than three distinct qualities, I would state that the current environment has yielded one overarching quality with three different aspects that is, frankly, a requirement to be a successful leader in this space. That quality is the passion, commitment and ability to be consistently on top of the following trends and how they are impacting and reshaping healthcare communications:

• Changes in the industry – Big pharma companies are merging again. Blockbuster drugs are going off patent, and generics are encroaching. The financial relationship between pharma companies and physicians is under a microscope. The FDA appears to be issuing more warning letters and is formulating new policies.  

• Changes in the media – Traditional print is on the way out, and online/social media (blogging, Facebook, Twitter, YouTube, et al) is well on the way in as the healthcare communications vehicle of the near future.

• Changes in the world — How are the health-care reform bill in the U.S., the economic woes in Greece, and the emergence of China as the most prized new global market affecting the industry?   

These three categories of change frequently intersect to alter the landscape. For example, given the explosive emergence of social media as a healthcare communications tool, the FDA is scrutinizing this phenomenon and taking exploratory steps to develop guidelines for its use.

Only when a healthcare communications leader has, with Zeus-like command and confidence, adopted a 10,000-foot view of these ever-evolving dynamics and how they fit together, is that individual in a position to direct his or her staff and provide sound counsel to their customers.”

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

When the immediate threat of a crisis passes, it’s seductively comforting to breathe a huge sigh of relief and return to business as usual. However, the fallout and subsequent consequences are likely just beginning.

Trust will need to be repaired and confidence restored. Uninformed second-guessing will surely challenge your decisions and actions. Recovery is as critical as early response when the smoke begins to clear.

Be sure to reach out to all your publics to ensure that no lingering doubts remain or misinformation goes uncorrected.

How you conduct yourself and the actions of your company during this recovery period will long be remembered by the people whose opinions and trust you value most.

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

In the event of a crisis or negative event impacting your company, the news media reporting on it should not be your only concern. Consider the stakeholders who have the ability to shape your business long-term in the aftermath of a crisis. Notifications regarding the event should be made to your customers, local elected officials and, importantly, your employees in an equally timely manner.

It’s particularly disheartening to hear bad news about a company from a third-party source, especially if it relates to your livelihood or business in some way. Always maintain a current list of important contacts external to your company. These sources may even be approached by the media, and it will be to everyone’s advantage if they feel comfortable and well informed.

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

When responding to a negative question from the media – “Did you cheat on your wife,?”  “Did you knowingly mislead investors?”  “Did your company falsify records?” – never repeat the negative in your answer, even in denial.

If you say:  “No, our company did not falsify clinical data,”  you are on record combining the phrases “our company” and “falsify clinical data.”

Answer the question truthfully – yes or no – and bridge quickly to a more positive message: “No – but the most important point that the public needs to know is…”

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

Get.

To.

The.

Point.

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