Strategy of the Week

This week's healthcare PR strategy: putting a face to the research. Too much important health research falls to the bottom of reporters' in-boxes because there's no human
interest angle to go along with those key statistics. John Schmidt, SVP with Edelman and manager of the firm's American Health Care Association account, represents 12,000 long-
term care facilities nationwide. About 80 percent of the more than 1.6 million people confined to nursing homes are paid for by Medicare and Medicaid, Schmidt says. But the
funding for those programs is under constant threat.