The Rise of Expert Voices: The Media and Health Care


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Short version: The mass media can't do it all. Let's have more doctor/nurse/etc. bloggers!

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The Rise of Expert Voices: The Media and Health Care

  1. 1. The Rise of Expert Voices: The Media and Health Care NYEMHPA New York, November 28, 2012 Ivan Oransky, MD Executive Editor, Reuters Health Treasurer, Association of Health Care JournalistsAdjunct Assoc. Prof. of Journalism, New York University
  2. 2. Why Is It So Bad?
  3. 3. Who Covers Health?In a national survey of U.S. health and medicaljournalists: • Nearly 70% had at least a bachelor’s degree • 19% reported having a master’s degree; • 4.5% had a doctorate; about 3% were M.D.s • Almost half had a degree in journalism • 13% had a degree in communications • 8% were ‘‘life sciences’’ majors Viswanath K et al: Occupational practices and the making of health news: A national survey of U.S. health and medical science journalists. Journal of Health Communication 2008; 13:759–777.
  4. 4. Who are Today’s Media, Really?
  5. 5. Who are Today’s Media, Really?
  6. 6. What is Reuters Health? THREE WIRES COVERING 110 STUDIES EACH WEEK Reuters Medical News Keeps physicians, researchers and other medicalprofessionals informed of developments in their field Reuters Health eLine Wellness and health care for the general public Reuters Health Industry Briefing Business information for the healthcare community
  7. 7. How Reuters Health Chooses Stories• Impact factor• Likelihood of changing behavior/clinical practice• Strength of evidence• Novelty
  8. 8. How Reuters Health Covers Stories
  9. 9. How Do Others Cover Stories? Schwitzer G. How do U.S. journalists cover treatments, tests, products, and procedures? An evaluation of 500 stories. PLoS Medicine 2008 doi:10.1371/journal.pmed.0050095
  10. 10. How to Get Reporters’ AttentionFrom: System AdministratorTo: Oransky, Ivan (M Edit Reu Hlth)Subject: E-mail Quota Warning - Your Mailbox is 80 percent ofits allowable sizeSent: Apr 29, 2011 8:00 PMYour mailbox exceeds 400,000 Kilobytes (KB) in size. Yourmailbox size is currently 510187 KB.When your mailbox size exceeds 500MB, you will be unable tosend mail until enough messages or other items are deleted toreduce the size below 500MB.You will continue to receiveincoming email until your mailbox reaches 1,024MB (1 Gigabyte),at which point all inbound email will be returned to the sender.
  11. 11. What You Can Do• Develop relationships – Answer calls – Don’t hype – Don’t just call when you have a paper published – Send newsworthy items and ideas from other groups – Be an reporter’s back pocket expert• Help news offices write better press releases
  12. 12. Pitch Less, Tip More
  13. 13. Use Social Media to Develop Relationships with Reporters
  14. 14. How Sources Develop Relationships with Reporters – and Vice Versa
  15. 15. Use Twitter• Follow reporters to see what they’re interested in• Don’t use it to send the same thing to 30 reporters
  16. 16. Avoid Jargon• Talk to me like I’m your smart 14-year-old nephew
  17. 17. Start Your Own Blog
  18. 18. Start Your Own Blog
  19. 19. Start Your Own Blog
  20. 20. Start Your Own Blog
  21. 21. Start Your Own Blog
  22. 22. Get to Know AHCJ
  23. 23. Get to Know AHCJ• >1,200 members in every U.S. state, >25 countries• Strict membership guidelines: Journalists only• Annual conference with workshops, newsmakers, more• Conference partners: NACHRI, Children’s Hospital of Philadelphia, Children’s Healthcare of Atlanta, Seattle Children’s Hospital• Website has reporting guides, blog, tipsheets, other resources
  24. 24. Let’s Work to Avoid This
  25. 25. Contact Info/Acknowledgements @ivanoransky (better) Thanks: Nancy Lapid, Reuters Health