ishmpr webinar -- positioning your physicians as everyday experts

©Henson Consulting

tips & trends:

P os i t i o n i n g your P h ys i c i a n s as Ev E ry day E x P E rts

2

Victoria GestnerMedia RelationsAudiology, Arthroscopy

Jennifer BoroffMedia RelationsPediatrics, ENT

3

Who We are

• henson consulting (hc) is a boutique public relations and communications firm dedicated to providing clients with unparalleled strategy, creativity and results

• We are comprised of former big agency talent without the bureaucracy or price tag often associated with most agencies

• We are proud to work with a select group of high-profile national and regional clients

• We are known for our big ideas, bold thinking and for creating and implementing innovative, buzz-worthy projects and programs

• hc recently was honored by Pr news with the national award of “small Pr Firm of the year” for 2012.

4

capabilities

• Brand positioning• consumer marketing• cause-related marketing• celebrity/entertainment

marketing• Media relations• Business-to-business

communications• Event management• community relations

• crisis communications• corporate reputation

management• Foundation/

non-profit support• graphic design• video production• social networking• Website development• internal communications

consumer agency Perspective

5

TM

6

The Challenge a great chasm often exists between

physicians and the media

The Goal Bridge the divide between highly technical medical

knowledge and information the public can use

7

this webinar will cover:

• Learning your physician’s passions

• developing compelling tips

• thinking seasonally

• getting visual

• Planning ahead

8

Physician Passions

• doctors have invested decades in their specialties

• they very aware of how their work is perceived and of their competitors

• Medical passions generally aren’t media friendly

• the profitable services they provide matter most

Learning Your Physician’s Passions

9

translate Passion to Pr

• invite your physician to share his/her passions, face-to-face

• get an understanding of their central career goals

• Encourage them to elaborate on trends they’ve observed

• Fully understand the most lucrative arms of their work

Learning Your Physician’s Passions

10

approachable content

• Presenting your doctor as an expert is priority one

• But media also needs content that’s user friendly

• doctors are solution based and don’t always think in lifestyle terms

• tips channel knowledge into action and bridge the gap

Developing Compelling Tips

11

develop compelling tips

• shoot for 5 tips: Provides variety that gives the media options

• do’s and don’ts give concise advice that’s memorable

• Keep target audiences in mind (athletes, working professionals, moms)

• Let verbs take the lead to create authoritative imperatives

Developing Compelling Tips

12

seasonal appeal

• Editorial content above all must be timely

• Each seasonal change provides new media opportunities

• seasons spur lifestyle transitions with medical implications

• Physicians ground seasonal angles sometimes seen as “fluffy”

Thinking Seasonally

13

Work your angles

• Fall: allergies, Marathons

• Winter: colds/Flu, ice dangers

• Spring: injuries, training

• Summer: outdoors, travel

Thinking Seasonally

14

Let’s get visual

• More individuals consume tv media than print

• But medical jargon is hard to visualize

• Live demonstrations create memorable pictures

• Expert opinions anchor segments

Getting Visual

15

visual cues

• Build a segment around relatable props

• consider a physical demonstrations with athletic angles

• When leveraging patients on camera, screen with care

• offer a story arch with multiple locations (home, hospital, playground)

Getting Visual

16

always Plan ahead

• Magazine placements have great staying power

• national publications plan 6 months out

• Editorial calendars allow you to be strategic

• Editors appreciate thoughtful, useful content

Planning Ahead

Contact Your SHAPE Sales Representative at 212.545.4800

2012 Editorial Calendar

Be Fit. Be Fabulous. Be in SHAPE.

JanuaryNew Year, New You!•Special:Style Resolutions

•Fitness:Motivating Fitness Routines

•Beauty:The Active Girl’s Guide to Hair

•Food:Lighten Up Your Lunch (Sandwiches)

•Health:Get a Good Night’s Sleep

Closing Date: 11/2/11 On-Sale Date: 12/26/11

FebruaryThe Love Your SHAPE Issue•Special:SHAPE/Men’s Fitness Sex Survey Results

•Fitness:Couples Workouts

•Beauty:Sexy Skin

•Style:Lingerie for Every Body Type

•Food:Guilt-Free Superbowl Snacks

•Health:Women and Heart Disease


MarchSexiest Bodies in Hollywood•Special:The Hottest Body in Hollywood

•Fitness:Celebrity Trainer Workouts

•Beauty:The Perfect Canvas: A Guide toFoundation, Primers, And More!

•Food:Recipes from Celeb-Owned Restaurants

•TheSkinnyOn:St. Patty’s Day

•Health:Depression


AprilSpring Forward/Spring Recipe Special•Special:Recipes

•Fitness:SHAPE’s Annual Shoe Awards

•Beauty:Green Your Routine

•Food:Throw a Greener Party

•Health:Spring Clean Your Appliances


MaySummer Spectacular•Special:Sun Smart Awards

•Fitness:Outdoor Workouts That Firm and Burn

•Beauty:Nail It!

•Style:Swimsuits that Fit (and Flatter) Every Figure

•Food:Cinco De Mayo Made Healthy

•Health:Boost Your Body Image


JuneThe Bikini Body Issue•Special:The Culmination of SHAPE’s 3-Month

Action-Oriented Diet and Fitness Plan, The Bikini Body Countdown

•Fitness:Tone Your Trouble Zones

•Beauty:No-Fuss Summer Beauty

•Food:Foods That Fight Belly Fat

•Health:Migraines


AARP THE MAGAZINE | advertise.aarp.org

11/11

DECEMBER/JANUARY

HEALTHHealth Report Painkillers Nutrition/Food The Good NutDr. Oz–Feel Your Best 24 Hours to a Longer LifeArticle Your Personality and How it Affects Your Weight

FINANCEMoney Report How Good Are Your Financial Instincts?Liz Weston–My Two Cents Readers’ Most Pressing Money-Related QueriesRon Burley–On Your Side Readers’ Customer-Service IssuesArticles Stretching Your Nest EggGame Plan for a Good Retirement

TRAVEL/LEISURE Food/Home Christmas Cookies, or The Joys of Having an Adventurous Palate Entertainment Books/MoviesTravel CruisingPeter Greenberg–Value Travel

FEATURES Inspire Awards Annual Editorial

Franchise Honoring 10 People Who Make a Difference

FEBUARY/MARCH Heart Health Month

HEALTHHealth Report Lab Results Decoded Nutrition/Food What is Gluten?Dr. Oz–Feel Your Best Women’s Heart Health Family Health Sleep ApneaArticle Age-Proof Your Brain

FINANCEMoney Report Time BankingLiz Weston–My Two Cents Medical Care On SaleRon Burley–On Your Side Readers’ Customer-Service IssuesArticle The War on Savers

TRAVEL/LEISUREFood/Home Intimate Entertaining at HomeEntertainment Books/MoviesTravel The Best Sunsets in AmericaPeter Greenberg–Value Travel Five Places Around the Globe Where The Dollar is Still King

FEATURES Movies for Grownups Annual

Entertainment Editorial Franchise

APRIL/MAY

HEALTHHealth Report Joint Pain/Tendinosis Nutrition/Food Smart SnackingFamily HealthDr. Oz–Feel Your Best Latest Treatments on Snoring Article The War on Cancer 40 Years Later

FINANCEMoney Report Social Security UpdateLiz Weston–My Two Cents Cost of Good Financial Advice Ron Burley–On Your Side Readers’ Customer-Service IssuesArticle Helping Parents with Money Management as They Age

TRAVEL/LEISUREFood Cinco de Mayo Celebration Entertainment Books/MoviesTravel Great Gardens of AmericaPeter Greenberg–Value Travel Article Retreats

LEARN MORE 646.521.2500 / [email protected]

Editorial Calendar 2012AARP The Magazine is written exclusively for 50+ Americans seeking to enhance their quality of life as they age. Strong service journalism, compelling storytelling, first-person essays and celebrity profiles are presented in a warm, vibrant and inviting format that encourages readers to reflect, engage and enjoy.

17

Make no small Plans

• create a list of targeted publications

• obtain their editorial calendars

• scour for themes that match up with existing pitches and passions

• Build relationships with an eye toward ongoing spotlights

Planning Ahead

Midwest ENT & Hearing Editorial Calendar Opportunities 2012

Publication Month

Published Pitch Trigger

Topic Practice/Pitch Idea

Reader’s Digest February November Health (cancer, heart disease, diabetes, stress, sleep, memory and more)

ENT: 5 signs Hearing: 5 signs

Ladies Home Journal

February November Special: The Health Issue Hearing: Women and hearing loss

Parents March November Your Child Health: Seasonal Allergies

ENT: Allergy

Reader’s Digest April December Health/Wellness: Control Your Allergies: The Latest, Greatest Sneeze Relievers

ENT: Allergy related and letting the outside in

O May January Aging Hearing: Women and hearing loss

Better Homes & Gardens

May January Health: Seasonal Allergies

ENT: Allergies

Ladies Home Journal

May January Health: Asthma ENT: New pitch

Shape June February Health: Migraines ENT: New pitch Newsweek July 18 May Health Hearing: Women and

hearing loss Shape July March Health: Make the Best of

Your Doctor’s Visit New pitch

Parents July March “little insomniacs” ENT: SBD, Hulett Better Homes & Gardens

July March Summer Health Hearing: McLorn

Ladies Home Journal

August April Health: Sleep Disorders ENT: SBD, Hulett

Family Circle August April Hidden Health Triggers ENT: Allergies, Banas Parents August April Fixing Speech Quirks Hearing Shape August April Healthy Travel Guide Donzelli Reader’s Digest August April “How Healthy is Your

City?” Hearing: “loudest pitch”

Family Circle September May Back-to-school Health Guide

ENT: food allergies Hearing: testing/check-up

Newsweek October 31 August Health Hearing: Signs to watch for hearing loss and how to talk to a loved one

Newsweek December 5 September Health Migraines: New pitch

18

Victoria [email protected]@VictoriaGestner

Jennifer [email protected]@JenBoroff

www.hensonconsulting.com

any Questions?

19

Victoria [email protected]@VictoriaGestner

Jennifer [email protected]@JenBoroff

thank you!

www.hensonconsulting.com

ishmpr webinar -- positioning your physicians as everyday experts

Health & Medicine