Blog | G2 Communications Inc.-Medical Practice Marketing

Sep 10 2012

Have Fun Communicating Science to the Masses

Oftentimes in the world of public relations, medical treatment press releases read like excerpts from a clinical research report. Scientists say, ‘Here are our findings. Read it and believe.’ The pain caused by reading them might require treatment from the device being announced! Why such pain? Because the press release lacks the human element – the patient that could benefit from the treatment. Remember reporters write stories – about people.

According to an article in Wired Magazine, titled, “Why Science Needs to Step Up Its PR Game,” clinicians grumble about conveying results in simple language. After all, it took months (or years) of sweat equity to achieve the study results. Translating it into simple language would diminish all the hard work that has gone into the research. Precision of language takes priority over effectively communicating the message. The scientists think facts should speak for themselves. But what about reaching the laypeople? After all, more than 60% of patients are researching their symptoms, diagnoses and treatments online these days. So scientists must build their cases for us non-scientists. They need to tell stories that move those of us who don’t have PhDs.

Make the news more personal. Let’s say you have a pre-market diagnostic imaging system that detects melanoma lesions at their earliest stages within minutes. While the FDA prohibits you from making specific claims you can serve as a media expert for related health trends and problems. Think of the dangers of indoor tanning, sun worshippers who still ignore sunscreen – issues surrounding your product.

With all the health and life style blogs, TV shows, blog radio shows, etc., there are numerous opportunities to educate patients about the risks and dangers of the diseases your product is being developed to diagnose or treat. Think of health columns published on magazine websites that you can link to your website; press interviews about tangential subjects, guest blog posts. Share a specific story of someone who ignored a pre-cancerous legion that turned into melanoma. Include how your company is working to solve this problem. Remember you’re communicating to patients – the beneficiary of your forthcoming product – not just your science peers.

Aug 27 2012

Pitching a story… a well-aimed, high speed curve ball

Pitches and hits, block and tackle… PR too is a competitive sport. And the World Series-worthy triumph? Getting a response to a query from a reporter at a top tier news outlet with, “I’d like to interview your C-level, mid-level or other company media expert. Landing this kind of interview tops a free day at a spa and front row seats to a Bruce Springsteen concert.

But unless you’re pitching the Apple IPad, achieving the interview request response from a David Pogue at the New York Times is allusive — typically 2 parts miracle, prayer and luck, and 1 part skill, research and a sense of humor. That assumes the technology has legs, affects society as a whole – or at least a segment or 2 – and doesn’t just improve upon an existing mousetrap.

So let’s talk about the skill part. Why do most pitches fail? Well first, think how crabby you’d be if you had to write, produce and file 3-4 stories a day, plus blog, tweet and post your own opinions, not related to your own stories. Now imagine getting 100 to 1,000 emails a day, depending on your stature, from PR people who haven’t taken the time to research your stories and know the subject matter you cover. That’s who we PR types are trying to engage. Quit before you start? Or strap on your protective gear and let the games begin!

First, know thy story. A description of your company’s new digital platform and one-way marketing messages do not tell the story. Remember composition 101? A story needs elements: a theme, plot, characters, action, conflict, setting, a point of view. People tell the story…

Your customer Lisa has multiple sclerosis and can’t walk without a walker, nor more than 10 steps without being tired. A 3-time triathlon winner becomes physically disabled; her future in ruins. Your startup’s new balance weighted medical device is changing Lisa’s future. Not only has she given up her walker, last week she hiked five miles, without support – just her balance weight device, and her 50 oz Camelbak and some trail mix.

Now that’s a story destined for CNN Medical News. Why? Life was severely hampered for our protagonist Lisa but she overcame her challenges with your product. It has the potential to help all people affected by diseases of the nervous system and you have the videos to prove it. It’s got characters, drama and a theme.

To pitch that story, distill its elements down to 4-5 hard hitting bullet point chunks: how many people in the US have MS; what are the worst effects of the disease; who was Lisa – before and after diagnosis; what happened to her post balance vest; what is the balance vest technology. Then offer the “actors” for interviews: Lisa, the vest inventor, the company CEO, an unbiased medical expert.

Stay tuned for pitch samples…

Aug 21 2012

How Facebook Ruined My Life

I remember when that dinosaur MySpace had parents reeling from seeing their hardware-pierced teens show and tell all on the worldwide web. You would think these deeply disturbing exposes would have mobilized moms and dads against the digital freedom fighters to render the netherworld of MySpace a shriveled up version of the Wicked Witch of the West, with virtue making a big comeback. Alas, the universe had other plans… a far superior, G-rated phenomenon called Facebook took toddlers, teens, parents, grandparents, friends and coworkers on a liking spree half way around the globe.

But those likes quickly became commodities, monetizing and advertising multi-media messages. Social media turned public relations on its ear. Hits and features were replaced by likes and fans, and thought leaders were made from Klout, not essays in a trade pub. It’s just no fun for us old fart public relations peeps. I recall the days when text in a newspaper print story was all the rage… when journalists, although they still thought of us as a necessary evil, at least had a phone number — and you could find it in an obvious place on a website! And occasionally they even answered your call – from a telephone on an office desk! Crazy I know!

Now journalists have to report, write, produce, upload, storify, glorify, tweet, dig, post, blog and Pin up their own stories. Talk about no respect. Who has time to pee let alone answer my oh so carefully crafted email pitches, complete with the most compelling story angles, stats, links and video clips all packed into 50 words. Can’t they at least commend my brevity?!

Still, cracking the code, finding that hidden jewel of a news hook, landing an interview for a client, and a story that not only makes a client’s day but actually has some value for the audience. Getting tweeted, posted and trended is nice too. That’s still where the juice is for this PR gal… and in the words of Fred Astaire (talk about great old farts…), They Can’t Take That Away From Me.”