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

There’s no question that the 2012 NFL playoffs had fans on the edge of their seats and left many excited to see a rematch between the New England Patriots and New York Giants in Super Bowl XLVI. Being a New Jersey agency, our employees are partial to their New York teams and had a few “bias” predictions for the upcoming game:

Jennifer McGuire, Director of Client Services: This is the game that the New England Patriots have been waiting for since their undefeated season came to a crashing end in 2008, when the wild card New York Giants deservedly stole their projected Super Bowl championship. This revenge will make this game a pretty tough one for the Giants to take on. But being a die-hard Giants fan, I refuse to make predictions in an effort to prevent jinxing, so all I can say is ‘GO G-MEN’!

Amanda Merced, Sr. Account Executive: I’m a JETS girl rooting for New York, so Big Blue all the way. G-Men! Although I would have loved a Giants vs. Ravens bowl, the Pats got lucky and made it in.

Amy Keitel, Account Executive: Many will say that this is an opportunity for the Patriots’ to get revenge for the Giants’ win during the 2008 Super Bowl, however I think this is the Giants chance to solidify themselves as the elite team in the storied New York – Boston rivalry!  It’s time for the Giants to prove to the world that they are just as unstoppable as they have been during the 2011 post-season.

YouTube has come a long way since primarily showcasing music videos, movie trailers and people injuring themselves by attempting those stunts they probably shouldn’t have in the first place. Today, YouTube is widely used as a means of communication by   messengers (those looking to share information) and audiences (those in search of).  In an industry where our job is helping to foster effective communication, we see the value in utilizing YouTube as tool for both messengers and audiences.

Consider the following… Due to demanding schedules, doctors often have a limited amount of time to spend with each patient, but what if there was a way the patient could “take the doctor home” with them? Enter YouTube. By way of video communication via a simple link, doctors can provide patients with detailed on-screen overviews, explanations and answers that meet their specific needs. Next time the patient sees their doctor time can be focused on addressing specific questions or concerns based on what the patient has learned from the YouTube video.

YouTube is customizable to fit many communication needs, but as a general rule of practice, it’s helpful to remember the following:

• State your message clearly – viewers should walk away with a better understanding of something
• Know your audience – make the video accessible to them
• Make it interesting -   dull doesn’t keep attention

-Meredith Mandato, Account Executive

MCS has supported its clients on 5 of the 7 continents (there doesn’t seem to be a high demand for PR support in Antarctica – at least not yet). From press events and media relations to nurturing relationships with   patient advocacy groups, we deliver branded messages that change behaviors and influence key decision makers around the world. Learn more about our global capabilities and experience here.

These days it’s not all that uncommon to see business cards or resumes stamped with links to personal Facebook pages and Twitter handles. In fact, social media is the most mainstream it has ever been. Even hospitals are catching on.  More and more are taking to Facebook, Twitter, FourSquare and other media outlets to better connect with patients and communities.

With the presence of social media becoming larger, it is essential for hospitals and healthcare providers to rethink their marketing strategies. The proof is in the pudding with 34 percent of consumers using social media to search for health information, according to recent data(http://www.healthcareos.com/299/healthcare-social-media-strategy/). Here are just a few ways hospitals are making social media work for them:  

• Raising funds for new buildings via Facebook applications
• Tweeting live procedures
• Developing specialized blogs
• Registering hospital locations and/or emergency rooms on FourSquare
• Recruiting employees through LinkedIn forums

 From improving patient care, to engaging media and new staff, hospitals are finding social media crucial to the growth of their organizations. Have you seen any successful ways in which hospitals or healthcare companies are leveraging social media platforms?   

-Dana Karpinski, Sr. Account Executive

Good communication is simply about knowing your audience.

Whatever the reason for the communication – be it issuing a policy statement, imparting new information, or giving the State of the Union address – at the basic level, good communication needs to engage the audience.  

So, how do you do it?  First, a little advance research to get a better understanding of who they are, and what’s important to them is needed. Research methods can range from anything as simple as reviewing past news articles about your audience, or interviewing members of the organizations where they belong. For better insights and some quick results, consider conducting an online poll through Facebook, LinkedIn or SurveyMonkey, or if time and budget allow, a focus group or in-depth market research study is useful.

Armed with what you know, get your audience to trust the message as well as the messenger by telling a personal story – either one of your own, or about someone you know. Drawing your reader or listener in with a story that’s relatable to them will keep them engaged, help you to further your message, and quite possibly, influence how they think, and motivate them to take action.

Finally, whether your message is meant for the ear or eye, a well organized, short, and to the point message demonstrates how much thought and care you put into your communication. It also shows you know and respect your audience.

-Carol Ready, Vice President

Do health awareness weeks/months still resonate with the public and media? Absolutely. But the days of building a health awareness campaign around just a week or month and thinking that alone will carry your message are over.  There’s a lot of competition out there for the public’s attention.

A quick glance at a 2012 list of National Health Observances put out by the Department of Health and Human Services found here (http://healthfinder.gov/nho/nho.asp) confirms that. So making sure you have strategically put together a program that will appeal to your audience is more important than ever. Have you partnered with a reputable third-party organization whose mission it is to help promote awareness around the disease or condition? Have you organized activities that can provide a compelling call to action for the public? (Our client The Head and Neck Cancer Alliance (http://www.headandneck.org) hosts oral cancer screenings to coincide with their annual week.) Is there a well-known patient or a patient advocate who can serve as the face and spokesperson for your campaign? Is there a new study or survey that can make your outreach even more compelling?

The most important thing to remember is – like public relations, itself – awareness is a marathon, not a sprint. Building a cohesive year-long communications plan that incorporates tactics in support of an awareness week or month is always the most effective approach.

- Brian Thompson, Sr. Vice President

The old year is gone, the new year has begun, and healthcare industry pundits have already recycled their annual predictions that dire times await pharma and biotech over the next 12 months.  The 2012 forecast seems particularly harsh, as if the Mayan calendar has switched its end-of-the-world prophecy for an end-of-the-pharma-business one.  

Not that the analysts don’t have support for their doom and gloom. More than a dozen blockbuster drugs, representing $30 billion in US pharma sales, are scheduled to go off patent this year. Here in New Jersey, long considered the unofficial world hub of pharma, the industry’s contribution to the state economy declined 17 percent last year over 2009, a drop attributed mainly to consolidation, global competition and economic uncertainty. The silver lining in this cloud is that last year the FDA approved 30 drugs and biologics, although few of them look to be the kind of billion dollar sellers that are scheduled for patent expiration. (Several target rare diseases, which is good news for those patient populations).

As 2012 unfolds and companies pursue various strategies to replenish their pipelines – acquisitions, in-licensing, niche markets, personalized medicine, etc. – there is one constant that will not change. The industry is the primary source of innovative research and breakthrough therapies that save, extend and improve the quality of lives, and address unmet medical needs. That’s a message that pharma and biotech can confidently continue to deliver to all of their stakeholders.

MCS wishes a happy and healthy new year to all our industry colleagues.

-Jeff Hoyak, President

As we look to welcome in 2012, we asked our team to recall their 2011 resolutions in addition to ones for the New Year. Here are a few of their responses  :   

Jeff Hoyak, President: For most of my adult life, since college, I had a mustache. A few years ago, it started to turn gray (along with my hair). In 2010, one of my colleagues advised me that I would look younger if I “lost the ‘stache.” I took her counsel to heart and resolved to shave it off. On New Years Day 2011, I did just that and have not sported facial hair since.    

Carol Ready, Vice President: This New Year, I resolve to be more mindful of the environment by digging the reusable shopping bags out of the back of my car and using them every time I shop; making regular use of reusable water bottles rather than relying on bottled water, and putting a stop to the ton of unwanted catalogs that I receive in the mail.

Lauren Abel, Account Executive: My New Year’s resolutions for 2011 were to pay off my undergraduate student loans and live the vegetarian life for a year. Both successful! Giving up meat was difficult—especially around the holidays, but I stuck to it. I whipped up some delicious new concoctions and learned that despite common belief, mushrooms are not the enemy.

Tis the season for giving! MCS gave back to our local community by organizing a food drive for the Community FoodBank of New Jersey.  Throughout December, our employees collected non-perishable goods for those in need. Check out our video below, and for more information on how you can give to this worthwhile cause go to http://www.njfoodbank.org/

Happy Holidays and Best Wishes for the New Year to all!