O'Dwyer's Oct. '18 Healthcare & Medical PR Magazine - 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

Statement of Ownership, Management & Circulation as required by U.S. Postal Service Form 3526-R. 1. & 13. Publication Title: O'Dwyer's. 2. Publication No.: 0003-525. 3. Filing Date: Sept. 19, 2018. 4. & 5. Frequency of issue/Number of issues: Monthly/11. 6. Subscription price is $60 annually. 7. & 8. Mailing address of publication and general business office is 271 Madison Ave., New York, NY 10016. 9. Publisher (Jack O'Dwyer) and Editor (Jon Gingerich) are at 271 Madison Ave., New York, NY 10016. Stockholders: John R. O'Dwyer, Christine O'Dwyer, and John M. O'Dwyer, 271 Madison Ave., New York, NY 10016. 11. There are no holders of bonds, mortgages or other securities. 14. Issue date for circulation data to follow is September 2018. A-I: Extent and nature of circulation: A. Average No. of copies each issue during preceding 12 months: 1,200. Actual No. of copies of August 2018 issue: 1,000. C. Average paid and/or requested circulation during preceding 12 months: 920. Actual paid and/or requested circulation for August 2018 issue: 779. E: Average total non-requested distribution by mail and outside the mail for preceding 12 months: 48. Actual non-requested distribution by the mail and outside the mail for August 2018 issue: 0. F: Total average distribution for preceding 12 months: 968. Actual distribution of August 2018 issue: 779. G: Average number of copies not distributed preceding 12 months: 232. Actual number of copies of August 2018 issue not distributed: 221. H: Average of total distribution and copies not distributed for preceding 12 months: 1,200. Sum of total August 2018 issue distributed and not distributed: 1,000. I: Average percent paid and/or requested circulation for preceding 12 months: 95%. Actual percent paid and/or requested circulation for August 2018 issue: 100%. I certify that all information furnished above is true and complete. Jack O'Dwyer, President, J.R. O'Dwyer Co.

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