Physician Relations, Part 1 of 2
Given the expanding consumer interest in a wide range of health news, being proactive about pitching creative news stories using physicians is a PR must.
According to a survey released earlier this year by The National Health Council in Washington, D.C., 82% of Americans believe health/medical reports can help them lead healthier lives and 58% report a favorable change in behavior to improve their health. (Also, see HPRMN article, "New Survey Finds Health Information Credible..." Jan. 8, 1998.)
Often, the physician who gets the hot soundbite within a newscast, or the respectable quote in a front page newspaper story, is the physician who understands how the media works - from the intense deadlines to the need for patient perspective.
Convincing busy physicians that making time for media interviews is important is an uphill PR battle. Media training workshops that include journalists' perspectives are a step in the right direction.
The University of Miami School of Medicine's (UMSM), "Media Savvy 101" workshops, which target 1,000 medical faculty members, show the "behind the scenes" development process of news stories, using broadcast and print journalists.
"A lot of the faculty didn't understand the immediate needs of the media, we had to explain how small the window of opportunity is," says Rebecca Riordan, UMSM's director of media relations. In addition to providing the media's perspective, the sessions educate physicians about:
- Crafting effective talk points for the media;
- Distinguishing between the media needs of print and broadcast; and
- Being proactive about pitching news stories, like providing local perspective to national medical news, being awarded a research grant and offering interesting patient profiles.
Launched in 1996, the bi-annual sessions have generated requests for customized training from two UMSM department administrators in obstetrics and the trauma division. These sessions tackled crisis communications and rapid media response and each attracted an audience of 30 physicians, Riordan says.
Media training also provides physicians with more confidence. When the international spotlight turned on the Iowa Methodist Medical Center and the septuplets who were born there, the physicians involved felt ready for the attention because they had five to 10 years experience working with the media.
The physicians were able to discuss the complex medical procedure in layman's terms as well as their deep connection to the family, says Ronald Hanser, whose communications firm, Hanser & Associates, preps IMMC physicians for the media.
Demystifying Complex Issues
Increasing pharmaceutical innovation is creating exciting demand for eloquent physicians who have mastered the art of demystifying complicated drug treatment plans and medical procedures.
Most recently, Pfizer's Viagra VNR reached more than 100 million people, thrusting the physicians who were involved in the clinical trials into the international spotlight, but urologists on the local level were also sought for "hometown" perspective.
"[National media] want to talk about the research, medical advancements and possible side effects of drugs because the general consumer is much more educated and proactive about their health," says Philip R. Sheldon, executive VP at Porter Novelli in New York.
Getting physicians prepared for national media intensifies the need for PR professionals to:
- Develop clear, concise messages and talking points;
- Pull out three to five facts that will appeal to general public;
- Use key visuals like animation, graphics, illustrations;
- Show the risk/benefit ratio, particularly for drug launches; and
- Stress that physicians encourage consumers to talk to their local doctors about the medical procedure.
Local Media First
It's also useful to have physicians earn their media stripes on the local or regional level before speaking with the national media, especially if they are responding to a controversial topic like managed care, says Corinne Russell, VP of The Widmeyer Baker Group in Washington, D.C.
As a former Washington, D.C., television reporter and press secretary, Russell brings a fresh media "sound bite" perspective to training physicians. Her advice for pitching the media on creative news angles includes:
- Maintain the physicians reputation by making sure the talking points are always medically sound and accurate.
- Keep up with new medical technologies and groom physicians on how to convey information in "consumer" terms.
- Resist the temptation to have physicians comment on "pop culture" social trends that will detract from their being taken seriously. (UMSM, Rebecca Riordan, 305/243-5671; Hanser & Associates, Ronald Hanser, 515/224-1086; Porter Novelli, Philip Sheldon, 212/601-8031; The Widmeyer Baker Group, Corinne Russell, 202/667-0901)
Editor's Note: In an upcoming issue HPRMN will discuss the controversial trend of some media outlets exclusively using physicians from healthcare organizations that advertise with them. Have you encountered closed doors because the physicians or medical experts you represent don't have an advertising stake in the medium you're pitching. If so, please contact Editor Ann McMikel at [email protected].
Firms That Prep Docs For The Media
- Blue Streak Communications Company, Los Angeles. Contact: Aviva Diamond, 213/655-2583.
- Center for Media Training, Austin, Tex. Contact: Bob Karstens, 512/236-8181.
- Hanser & Associates, West Des Moines, Iowa. Contact: Ron Hanser, 515/224-1086.
- Katcher, Vaughn & Bailey, Nashville, Tenn. 615/248-8202.
- Hetrick Communications, Indianapolis, Ind. Contact: Bruce Hetrick, 317/262-8080.
- MMA Public Relations, Baltimore, Md. Contact: Mike Szimanski, 410/385-0775.
- Miller/Geer & Associates, Cerritos, Calif. Contact: Jay Geer, 562/467-2020.
- Porter Novelli, New York. Contact: Phillip Sheldon, 212/601-8031.
- The Widmeyer-Baker Group, Washington, D.C. Contact: Corrine Russell, 202/667-0902.