As we mark the ninth anniversary of The Reis Group, I was inspired to look into the meaning of the number nine and some famous bits of wisdom attached to it. I learned that in numerology, nine is associated with completion, wisdom and spiritual enlightenment. It also represents the end of a cycle, encouraging reflection and letting go of the past to embrace transformation. The urgency of this point really hit home with me because the field of health care public relations is undergoing change unlike anything I have ever seen in my 30 years in the field.
A bedrock of our mission has been working with clients over the years to advocate for increased funding for health care and research, often to support the National Institutes of Health. But the federal government’s radical reduction in NIH funding caught me by surprise, a vivid example of how the world of health care has been turned upside down.
At a time when science most needs vocal champions, many prominent institutions have been muted by fear of financial retaliation. In addition to dramatic downsizing and leadership departures at federal agencies, those officials who remain face restrictions on travel, participation in public meetings, and other limitations, creating a dangerous thought-leadership void.
But with challenges come opportunities. Medical societies, associations, health systems, foundations and research institutes can seize the moment to amplify their voices, elevate their profiles, and use their expertise and credibility to lead the way in furthering the scientific enterprise in America—while also strengthening their reputation in the process.
To adapt to this new environment and take a public stand, we need to be cognizant of the nuanced language that is emerging amidst political polarization. For example, with some audiences the term “fact based” may resonate more than “evidence based,” and “self agency” instead of “prevention.”
This new reality means reframing your messages to speak directly to your constituents and ensuring that what you’re saying is simple and clear and will resonate with the people you want to reach. And it begins with solid stakeholder research to avoid creating an issues-management problem while you seek to further your organization’s goals and mission.
As we re-imagine how we talk about science and health, this does not mean changing our values. Our shared beliefs bring us together and unite us in our pursuit of vital and noble goals.
As the last of the single-digit numbers, nine carries the energies of all previous numbers, making it powerful and profound. It often signals a time for closure, generosity and emotional growth. I remain optimistic that these transformative times will bring about growth for me, my team, our clients and our nation.
