Crisis Management
AMA Calls Sunbeam Deal an 'Error'
After being hit with a wave of criticism, the AMA is attempting to salvage its credibility and reputation by renegotiating the terms of the Sunbeam agreement.
Under the well-publicized arrangement that landed front-page coverage in top dailies like the Washington Post and Chicago Tribune, the nation's largest group of physicians would endorse nine medical products by Sunbeam (Delray Beach, Fla.) for the first time (see HPRMN, 8/21/97).
Critics from the AMA's membership and public advocacy groups immediately unleashed their disapproval of the "endorsement" deal, blasting the association for not testing the Sunbeam products and excluding other companies with better products.
But the AMA was quick to acknowledge the crisis by firing off a three-point action plan to "reaffirm [its] principles" in a press release quoting Thomas Reardon, AMA's chair (the group is not doing any media interviews about this snafu). Here's a rundown of its strategic next steps:
- The AMA will not do any product endorsements in the healthcare field. In Sunbeam's case, the AMA's identification on product packages will be changed so that its role is "unambiguously depicted as the supplier of healthcare information. and not a product endorser."
- The AMA is asking to be released from its exclusivity arrangement with Sunbeam.
- The AMA will not accept any money from the Sunbeam deal, beyond the cost to produce the health information materials for the program. (AMA, 312/463-3340; Sunbeam Corp,, 561/243-2100)
24-Hour Access to Crisis Management Advice Offered
ESIS, Inc. (Philadelphia), an insurance services company operating within the CIGNA Property & Casualty network, recently formed an alliance with Atlanta-based Crisis Management International (CMI), to provide 24-hour crisis control support services for hospitals. This alliance taps into CMI's expertise as the nation's largest organization of crisis psychologists and former FBI agents dealing with the "human side" of corporate crises. (They were used for high-profile cases like the World Trade Center bombing, Hurricane Andrew and the Oklahoma City federal building bombing).
Crisis management services will include:
- structuring a protocol for what management's response should be;
- providing psychological first aid;
- establishing crisis communications pointers; and
- accelerating the return to normal business operations.
(ESIS, 215/761-3668)
Marketing Campaigns
Pro Bono HIV Campaign Enlists Healthcare Support
To promote universal HIV testing of all pregnant women, Los Angeles-based Baxter Gurian & Mazzei, Inc.(BGM), a medical/healthcare marketing agency, recently launched a pro bono campaign targeting consumers and professionals through medical and healthcare marketing channels. Sponsored by The Pediatrics AIDS Foundation in Santa Monica, Calif., and in conjunction with The Advertising Council in New York, BGM has developed a series of print and outdoor ads as well as TV spots (produced by the Disney Corp.).
The professionally directed campaign cites compelling stats from the Centers for Disease Control emphasizing:
- 90% of all babies born to HIV-positive women can be free of HIV;
- Worldwide HIV infection rate is rising the fastest among U.S. women and children in the U.S.;
- 6,000 HIV-infected women in the U.S. give birth each year, and
- Many of these women are not aware that they are infected while pregnant (or before).
One of the key goals of the campaign is to enlist physician support of voluntary HIV testing for their female patients who are pregnant or considering pregnancy. So far, the AMA has provided a toll-free number for healthcare professionals to call for educational materials.
The camera-ready black-and-white ads are available to all medical and healthcare professionals. For more info, call Eleanor Mirasol or Kristen Moore at BGM, 310/914-5050.
Interactive Ventures
Patients Get Wired with Recovery Info
Patient information efforts are getting an interactive boost with a new customized in-hospital TV system and the World Wide Web. Healthway Interactive Inc. (Austin, Tex.), a leading provider of interactive education, information and operational support for the hospital industry recently linked with Menlo Park, Calif.-based Diba Inc., a supplier of information appliance technology, to bring personalized, real-time health and medical information to patients via the Internet.
Hospital patients can use the customized TV system and Web browser while in their rooms, to:
- Access information specific to their illness;
- Receive recovery advice and
- Surf the Web for entertainment purposes.
In addition, hospital guests can access this health information from a waiting room. (Healthway Interactive Inc., 512/502-3620)