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Three major medical societies were faced with negative media attention questioning the integrity of their members. The organizations joined forces and tapped our team to reinforce for policymakers and the public the value of the role their members play in healthcare delivery. The biggest challenge in deciding to work together on this issue was that all three organizations described the problem and solution with different language. To bring the three societies together with a consistent lexicon, we conducted message testing among key internal and external stakeholders to get their input. Results united the three societies on language and resulted in legislative victories.
A healthcare professional society engaged our team to develop a marketing plan to increase use of a care model practiced among their members, as well as to foster relationships with collaborative care partners. Their challenge was that many members mistakenly believed they were either already practicing this way or that they didn't have the time or support to make changes to their practice. To establish a clear understanding of the successes, challenges, and opportunities for this care model, we conducted a communications-impact assessment including a review of key studies, an audit of materials, social media analysis, and message testing with internal and external audiences. Through this process, we identified several key barriers and opportunities. We developed a value proposition that resonated with their internal members and external audiences and a marketing plan to advance the practice.
An established healthcare organization welcomed a new CEO and tasked our team with positioning this person as a passionate and innovative leader who is driving policy reform and advancing health equity. To do this, we worked closely with the client to develop a CEO platform. From there, we identified speaking engagements and awards that built the CEO's visibility among key audiences, secured high-profile media stories that included the CEO's perspective, and created a personal brand on social media.
In preparation for the launch of a new health product in an already crowded and highly contentious market, a well-regarded healthcare company charged our team with implementing an effective stakeholder strategy that would help neutralize negative sentiment, seed the ground for introduction of the new product. The way that the company was talking with consumers about the benefits of new product was alienating health care professionals. We needed to test and refine their messages. We gathered sharp insights about what language resonated most with them, what phrasing raised concerns, and what caused confusion. Our cumulative research efforts resulted in the successful product launch and opened the door for future collaborations with key stakeholder organizations.
A leading research institute wanted to expand its national profile as a major research center. To achieve their goal, we executed a three-pronged strategy: promoting the potential impact of their complex science, engaging key opinion leaders, and significantly expanding their presence in both national and trade media. Our approach has helped establish the research institute as a national leader, and the positive exposure has helped the institute surpass its fundraising and clinical trial recruitment goals.
Media relations is one of our hallmark capabilities. We are speaking with healthcare, business, consumer, and trade reporters on a daily basis. From releasing new reports, survey data, or making a big announcement, we know how to secure the high-quality and high-profile coverage your organization expects.
Many of our clients work in highly technical, "science-heavy" areas. We have extensive expertise shaping their messages and then finding the right dissemination channels. We assist them in bridging the gap between complex topics and the audiences who want to understand them.
The c-suite brand personifies the organization's performance, reputation, relationships, and outcomes. With today's ever-changing healthcare environment, there is critical need for CEOs, executive leaders, and issue experts to create a national brand that positively represents and impacts the organization's mission, vision, and values.
The ability to deliver effectives messages during media interviews, stakeholder meetings, or virtual presentations, is more essential than ever. We created a tailored approach to train busy healthcare professionals, scientists, and senior leaders on how to communicate talking points about their work to stand out and be heard.
An important part of developing an effective position or message is understanding the environment in which you want to have an effect. Conducting a communications-impact assessment with both internal and external audiences will create an approach that is grounded in research and shared values, and success that is measurable.
Our public education campaigns use multifaceted approaches to communicate important health information through patient education videos, special landing pages, tool kits, email newsletters, and more. We help our clients form strategic partnerships, engage key stakeholders, and place targeted stories, all to achieve increased awareness, understanding, and action.
Our team works closely with associations, foundations, corporations, and nonprofits to successfully manage important issues and bolster their reputations. Our efforts are grounded in message testing research and require strong internal and external communications plans to manage the message, neutralize critics, and strengthen support.
This article also appeared in PR News. When our clients ask our team to help them grow their membership or reach a new audience, we usually begin with message testing. It’s a critical part of the process for a solid communications strategy. Unfortunately, it is often skipped due to tight deadlines or limited budgets. But …