Hot Areas in Marketing: Why Pursue a Career in Healthcare PR?

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Presentation made by Ilyssa Levins at NYU on October 5, 2011 to the Master's Program class of "Public Relations Specialties," taught by PR veteran Saralie Slonsky.

In the 35 slides included here, Ilyssa describes her career path and the industry itself.

She founded her company, Center for Communication Compliance, in 2008 which offers pharmaceutical and medical device companies training and certifications in regulatory compliance.

www.communicationcompliance.com

For more information and specific PR case histories, contact Ilyssa at ilevins@communicationcompliance.com

Class Description: http://www.scps.nyu.edu/course-detail/PRCC1-GC2220/20113/public-relations-specialties

Published in: Business, Health & Medicine
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  • 37
  • Hot Areas in Marketing: Why Pursue a Career in Healthcare PR?

    1. 1. Why Pursue A Career in Healthcare PR? Ilyssa Levins, President and Founder Center for Communication Compliance 212.361.9868
    2. 2. <ul><li>NYU grad like you </li></ul><ul><li>35 years in healthcare </li></ul><ul><li>Worked through ranks </li></ul>Why Me
    3. 3. Our Focus Today
    4. 4. <ul><li>Healthcare PR: </li></ul><ul><ul><li>Helps save lives – opportunity to give back </li></ul></ul><ul><ul><li>Is a highly specialized niche </li></ul></ul><ul><ul><li>Requires a very broad and deep skill set </li></ul></ul><ul><ul><li>Demands effective crisis management skills </li></ul></ul><ul><ul><li>Means operating under intense scrutiny because there are so many regulations </li></ul></ul>What You Need to Know To Make A Decision
    5. 6. <ul><li>You are right in the middle of very hot topic </li></ul><ul><ul><li>Political, economic, patient empowering </li></ul></ul><ul><ul><ul><li>Access to healthcare </li></ul></ul></ul><ul><ul><ul><li>Patient centered healthcare </li></ul></ul></ul><ul><ul><ul><li>Healthcare reform </li></ul></ul></ul>Trends in Healthcare
    6. 7. <ul><li>Healthcare PR: </li></ul><ul><ul><li>Helps save lives – opportunity to give back </li></ul></ul><ul><ul><li>Is a highly specialized niche </li></ul></ul><ul><ul><li>Requires a very broad and deep skill set </li></ul></ul><ul><ul><li>Demands effective crisis management skills </li></ul></ul><ul><ul><li>Means operating under intense scrutiny because there are so many regulations </li></ul></ul>What You Need to Know To Make A Decision
    7. 8. <ul><li>You can learn by osmosis </li></ul><ul><li>Science can be intimidating </li></ul><ul><li>Good writing is critical, as always </li></ul>Learn the Lingo: Science Background Not Required
    8. 9. The world in which you operate <ul><li>Document </li></ul><ul><li>need </li></ul><ul><li>Validate science </li></ul><ul><li>Establish </li></ul><ul><li>value/quality </li></ul><ul><li>Drive demand </li></ul>Phase 1 Phase 2 Phase 3 <ul><li>Trials </li></ul>Approval Survival Window <ul><li>Go/ </li></ul><ul><li>no Go </li></ul><ul><li>Unleash </li></ul><ul><li>advocates </li></ul><ul><li>Maximize sales </li></ul>Year 1 Year 2 Month 6
    9. 10. Issues Enhance Advocacy & Media Relations Tell me a story [ ISSUE] CLIENT GET MY BRAND IN THE NEWS [ brand ] TELL ME A STORY [ issue ] MEDIA BREAKING NEWS HUMAN INTEREST/LIFESTYLE <ul><li>Pivotal research </li></ul><ul><li>published in </li></ul><ul><li>major journal </li></ul><ul><li>Medical </li></ul><ul><li>consensus </li></ul><ul><li>guidelines </li></ul><ul><li>Approval/new </li></ul><ul><li>claim </li></ul><ul><li>Crisis </li></ul><ul><li>Quantifiably improved </li></ul><ul><li>quality of life </li></ul><ul><li>Celebrity link </li></ul><ul><li>R&D trends </li></ul><ul><li>Scientific discoveries </li></ul><ul><li>Case history (grassroots) </li></ul>BUSINESS <ul><li>Earnings </li></ul><ul><li>Marketplace </li></ul><ul><li>overview </li></ul><ul><li>Management </li></ul><ul><li>profiles </li></ul><ul><li>Trends </li></ul>A D V O C A C Y
    10. 11. <ul><li>Healthcare PR: </li></ul><ul><ul><li>Helps save lives – opportunity to give back </li></ul></ul><ul><ul><li>Is a highly specialized niche </li></ul></ul><ul><ul><li>Requires a very broad and deep skill set </li></ul></ul><ul><ul><li>Demands effective crisis management skills </li></ul></ul><ul><ul><li>Means operating under intense scrutiny because there are so many regulations </li></ul></ul>What You Need to Know To Make A Decision
    11. 12. <ul><li>Write a press release </li></ul><ul><li>Create B-roll </li></ul><ul><li>Contact an advocacy group </li></ul><ul><li>Negotiate with a celebrity </li></ul><ul><li>Develop a radio series </li></ul><ul><li>Craft a tough Q&A </li></ul><ul><li>Execute an event </li></ul><ul><li>Pitch the media </li></ul><ul><li>Talk to an investigator </li></ul><ul><li>Release a white paper </li></ul><ul><li>Make a client presentation </li></ul>Day in the Life
    12. 13. The Tactics Professional Association Newsletters “ Hometown” Local Media Advocacy “ Grapevine” Medical Meeting Events Awards Magazine Supplement Pharmacy Events/Education Consumer Media Push (health, lifestyle, business) Consumer Association Newsletters Professional Journal Media Relations News-making Issue
    13. 14. Leverage the Power of Advocacy Relationship Audit Lend a Hand Before Asking Advocates for Help Recommendations for Partnerships Shared Agenda Define brand messages in positive terms Diffuse impact of dissenting voices Neutralize negative situations Communicate to additional allies White Papers Hearings Letters Events Articles Clinical Trials
    14. 15. Many Stakeholders Healthcare Professionals Physician Nurse Behaviorial Psychologists Pharmacist Payer
    15. 16. Many Stakeholders Clients Marketing Managed Care Market Research Communications Clinical and R&D
    16. 17. <ul><li>Tough to be truly interactive </li></ul><ul><li>But must have online presence </li></ul><ul><ul><li>Digital content push </li></ul></ul><ul><ul><ul><li>Little exchange </li></ul></ul></ul><ul><ul><li>Analysis and monitoring </li></ul></ul><ul><ul><ul><li>Twitter – what everyone is saying </li></ul></ul></ul><ul><ul><ul><ul><li>Preparedness tool </li></ul></ul></ul></ul><ul><ul><ul><ul><li>News bits </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Engage in dialogue (disease awareness) </li></ul></ul></ul></ul>One Note: Social Media
    17. 18. <ul><li>Healthcare PR: </li></ul><ul><ul><li>Helps save lives – opportunity to give back </li></ul></ul><ul><ul><li>Is a highly specialized niche </li></ul></ul><ul><ul><li>Requires a very broad and deep skill set </li></ul></ul><ul><ul><li>Demands effective crisis management skills </li></ul></ul><ul><ul><li>Means operating under intense scrutiny because there are so many regulations </li></ul></ul>What You Need to Know To Make A Decision
    18. 19. <ul><li>Side effects cause patient death </li></ul><ul><li>Clinical trial fails </li></ul><ul><li>Competitor mounts attack </li></ul><ul><li>Company gets sued </li></ul><ul><li>Physician spokesperson indicted </li></ul><ul><li>Drug poorly positioned </li></ul><ul><li>Patient sues company </li></ul><ul><li>Class action suit </li></ul>Crisis Management
    19. 20. <ul><li>Scenario planning </li></ul><ul><li>Key messages </li></ul><ul><li>Press releases for each scenario </li></ul><ul><li>Holding statements </li></ul><ul><li>Spokesperson development </li></ul><ul><li>B-roll </li></ul><ul><li>Internal tool kit and execution </li></ul><ul><li>Media strategy and execution </li></ul>What Happens
    20. 21. <ul><li>FDA </li></ul><ul><li>OIG </li></ul><ul><li>PhRMA </li></ul><ul><li>AMA </li></ul><ul><li>ACCME </li></ul><ul><li>Advamed </li></ul>Agencies/Organizations Who “Regulate” Promotion of Rx Drugs and Devices
    21. 22. <ul><li>FDA </li></ul><ul><ul><li>Warning letters </li></ul></ul><ul><ul><li>Untitled letters </li></ul></ul><ul><ul><li>Corrective programs </li></ul></ul><ul><li>OIG </li></ul><ul><ul><li>Serious fines </li></ul></ul><ul><ul><li>Criminal charges against individuals and companies </li></ul></ul><ul><ul><li>Possible disbarring of the company from selling products to the government </li></ul></ul><ul><li>PhRMA, AMA, ACCME, AdvaMed </li></ul><ul><ul><li>Negative publicity, product liability </li></ul></ul><ul><ul><li>PhRMA Code part of state law in a number of states </li></ul></ul><ul><li>Employee litigation – whistleblower lawsuits </li></ul>Risks of Violations Damage to reputation
    22. 23. FDA More than just drug approval
    23. 24. <ul><li>Over all product-specific promotional materials issued by or on behalf of a drug, biotechnology, or medical device company </li></ul><ul><ul><li>Advertisements in all media </li></ul></ul><ul><ul><li>Press releases, VNRs, brochures </li></ul></ul><ul><ul><li>Slide kits, letters to physicians, reprints </li></ul></ul><ul><ul><li>Video and audio tapes </li></ul></ul><ul><ul><li>Meetings </li></ul></ul><ul><ul><li>Formulary materials </li></ul></ul><ul><ul><li>Media tour materials </li></ul></ul><ul><ul><li>All materials used by sales force, e.g., VisAids </li></ul></ul><ul><ul><li>Oral presentations by sales force </li></ul></ul><ul><ul><li>Third-party statements (e.g., by physicians or other speakers hired by company) </li></ul></ul><ul><ul><li>Internet (Web sites owned or sponsored by companies) </li></ul></ul><ul><li>Law is criminal: violators have personal liability and can face criminal prosecution </li></ul>FDA Authority
    24. 25. <ul><li>Promotional activities must: </li></ul><ul><ul><li>Be within FDA-approved labeling </li></ul></ul><ul><ul><li>Reveal all material facts about the product </li></ul></ul><ul><ul><li>Be fairly balanced </li></ul></ul><ul><ul><li>Include full prescribing information (PI) for all materials (other than ads, which must have a brief summary of risks) </li></ul></ul>FDA General Rules
    25. 26. OIG The new big stick
    26. 27. <ul><li>When company promotes off-label, </li></ul><ul><li>and </li></ul><ul><li>Then physician prescribes product for off-label use, </li></ul><ul><li>and </li></ul><ul><li>Then government pays (reimburses) for that off-label use under one of its programs </li></ul>OIG Legal Theory (False Claims Act/Anti-Kickback Statute) This is fraud against the government
    27. 28. <ul><li>Whistleblowers get 15-30% of settlement fine </li></ul><ul><li>Recent cases have changed hiring and HR practices in drug/device companies, as well as how they deal with complaints internally </li></ul>How OIG Cases Develop
    28. 29. PhRMA Drives industry self-regulation
    29. 30. <ul><li>Establishes the relationship between physicians and other healthcare providers and the drug industry </li></ul><ul><ul><li>Gifts not of educational value prohibited </li></ul></ul><ul><ul><li>Further restrictions on meals - cannot take place at restaurants, but can bring in meals </li></ul></ul><ul><li>Has become industry goal/standard </li></ul><ul><ul><li>Adopted as state law </li></ul></ul>PhRMA Code on Interactions with Healthcare Professionals
    30. 31. AMA Professional standards for physicians
    31. 32. ACCME Protects integrity of Continuing Medical Education
    32. 33. AdvaMed Drives self-regulation in the medical technology and device industry
    33. 34. <ul><li>Healthcare PR: </li></ul><ul><ul><li>Helps save lives – opportunity to give back </li></ul></ul><ul><ul><li>Is a highly specialized niche </li></ul></ul><ul><ul><li>Requires a very broad and deep skill set </li></ul></ul><ul><ul><li>Demands effective crisis management skills </li></ul></ul><ul><ul><li>Means operating under intense scrutiny because there are so many regulations </li></ul></ul>What You Need to Know To Make A Decision
    34. 35. <ul><li>Professional and personally fulfilling </li></ul><ul><li>Paths </li></ul><ul><ul><li>Opportunity to grow with small agency </li></ul></ul><ul><ul><li>Larger agency provides foundation </li></ul></ul><ul><ul><li>Corporate (drug or device side) creates perspective </li></ul></ul><ul><li>Offshoots </li></ul><ul><ul><li>Event management </li></ul></ul><ul><ul><li>Pure media relations </li></ul></ul><ul><ul><li>Advocacy relations </li></ul></ul><ul><ul><li>Investor relations </li></ul></ul><ul><ul><li>Managed markets </li></ul></ul>Final Thoughts

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