CBS: Cutting Edge Medicine (Medical News Series)
2005 Freeman Ave.
Kansas City, KS 66102
CBS Newspath, a division of CBS News that provides syndicated programming, is producing a series of news stories (approximate lengh: 90 seconds) that will focus on medical breakthroughs which will air in time for the May sweeps. The medical news briefs, that will be inserted into CBS newscasts, are an excellent sponsorship/PR opportunity for healthcare organizations positioning themselves as "cutting edge" providers. A single medical news story can generate 15,000 calls, says Elizabeth Blanchard, Cutting Edge producer. The news segments are ideal pitching opportunities for medical associations, research centers and pharmaceutical companies.
While there is no specific area in healthcare the news segments will focus on, the news segments will exclusively cover:
- New therapeutic interventions;
- Research that has been peer reviewed and published in reputable medical journals; and
- Medical breakthroughs that have broad application for a national audience.
SECTIONS
Cutting Edge segments will be distributed to 200-plus CBS affilliates on Newspath's 24-hour news feed, reaching up to 1 million viewers. Exclusive sponsorship is available for all of the segments, approximately 165 for the year or in increments of eight. There are also additional branding opportunities for sponsors and healthcare organizations that are included in the news segments through the Cutting Edge Web site that can be accessed through CBS's site at http://www.cbs.com.
EDITORS/LEAD TIME
PR Pitches:
Fax Number: 913/342-6767
Producer
Elizabeth Blanchard
Sponsorship Contacts:
Quinn Dalton: 336/574-0304
Kady Hommel: 913/661-0449
METHODS
This newsroom will only accept faxed pitches of no more than one page.
COMMENTS
Blanchard tends to work with seasoned healthcare PR professionals and regards them as invaluable resources.
When pitching her, include:
- The nature and scope of the medical breakthrough;
- Patient information to "humanize" the story;
- A brief explanation of the story's visual components, i.e. possible graphics, video demonstrations of procedures, etc.
- Full disclosure of the risks involved in the procedure, don't sugar coat!
For sponsors, each story will end with a sponsored tag directing viewers to get more information via the organization's Web site or toll-free number.