The healthcare issue - O'Dwyer PR
Communications & New Media
Oct. 2018 I Vol. 32 No. 9
THE HEALTHCARE ISSUE
OCTOBER 2018
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w w w. o d w y e r p r. c o m
Vol. 32, No. 9 Oct. 2018
EDITORIAL
6 41% OF COMPANIES SPEND
$500K/YEAR ON DIGITAL PR
TRUST IN MEDIA
8
REBOUNDS, SAYS STUDY
DIGITAL TURNS THE
9
TABLES ON INFLUENCE
10 CHANGE IS HEALTHCARE'S
GREATEST OPPORTUNITY
HEALTHCARE'S
12
CHALLENGER BRANDS
14 STORYTELLING FOR THE
CONNECTED CUSTOMER
16
THE ART OF CHANGE
GENERATION GAPS
17
18 RETURNING VALUE TO
PHARMA'S VALUE
20 USING DATA TO ENGAGE,
EDUCATE CONSUMERS
22 SOCIAL MEDIA'S TRUST
CRISIS HITS HEALTHCARE
24 TALKING EVIDENCE IN A
POST-TRUTH WORLD
26
MARKETERS EMBRACE WOMEN'S HEALTH
28
DEEPER RELATIONSHIPS ARE KEY TO PR SUCCESS
30 MAKING MEDICAL CRISIS
MANAGEMENT PLANS
32
5W Public Relations.........................................3 Bliss Integrated Communication .................. 25 Crosby .......................................................... 37 Crosswind Media & Public Relations ........... 11 Edelman ................................................. 38, 39 Finn Partners ................................. Back cover GCI Health.................................................... 27 Health Unlimited ........................................... 19 ICR................................................................ 55 Jarrard Phillips Cate & Hancock, Inc. .......... 41
TO RAISE MONEY, RAISE YOUR VISIBILITY
34 HEALTHCARE COMPANIES NEED TO TAKE STANDS
36 PR AND THE HEALTHCARE STARTUP
40 RAISING THE PROFILE OF `HOSPITAL MARKETING'
42 ELIMINATING THE STIGMA AROUND MENTAL ILLNESS
44 NURTURING CREATIVITY IN COMMUNICATIONS
46 PR STRATEGIES FOR PUBLIC HEALTH
48 RETURNING TRUST TO THE LOCAL HEALTH EXPERIENCE
50 PEOPLE IN PR
20
69
WWW.
Daily, up-to-the-minute PR news
51 COMMUNICATIONS `MUST HAVES' IN AN ACQUISITION
52 HEALTHCARE, TODAY AND TOMORROW
54 PROFILES OF HEALTHCARE PR FIRMS
56 RANKINGS OF TOP HEALTHCARE PR FIRMS
69 WASHINGTON REPORT
72
COLUMNS
PROFESSIONAL DEVELOPMENT
70
Fraser Seitel
GUEST COLUMN
71
Richard Goldstein
EDITORIAL CALENDAR 2018
January: Crisis Comms. / Buyer's Guide February: Environmental & P.A. March: Food & Beverage April: Broadcast & Social Media May: PR Firm Rankings June: Global & Multicultural July: Travel & Tourism August: Financial/I.R. October: Healthcare & Medical November: High-Tech
ADVERTISERS
JPA Health Communications........................ 33 LaVoieHealthScience ................................... 29 Matter Communications ............................... 31 MCS Healthcare Public Relations ................ 49 MERGE Atlanta............................................. 15 Omega World Travel .................................... 59 Padilla........................................................... 35 PAN .............................................................. 43 Peppercomm................................................ 53 Public Communications Inc............................ 9
Racepoint Global.......................................... 23 rbb Communications ...................................... 8 The Reis Group ............................................ 21 ReviveHealth ................................................ 47 Sard Verbinnen & Co. .................................. 45 Spectrum ........................................................ 5 Syneos Health .............................................. 13 W20 Group ........................... Inside front cover Weber Shandwick .......................................... 7
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