By Anitra Schulte from Henson Consulting When it comes to consumer friendly content, a great chasm exists between physicians and the media. Public Relations professionals are charged with bridging that divide. The challenge? Physicians have a breadth and depth of knowledge so medical and technical that it rarely translates to the mainstream media without a hefty translation. At the end of this webinar, listeners will understand the importance of: getting to know your physicians’ passions, developing tips in your media pitch, thinking seasonally, thinking visually, and planning, planning, planning.

1. tips & trends:
P os i t i o n i n g your P h ys i c i a n s
as E v e ry day E x pe rts
©Henson Consulting

2. Jennifer Boroff Victoria Gestner
Media Relations Media Relations
Pediatrics, ENT Audiology, Arthroscopy
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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.
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4. Capabilities
• Brand positioning • Crisis communications
• Consumer marketing • Corporate reputation
• Cause-related marketing management
• Celebrity/entertainment • Foundation/
marketing non-profit support
• Media relations • Graphic design
• Business-to-business • Video production
communications • Social networking
• Event management • Website development
• Community relations • Internal communications
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5. Consumer Agency Perspective
TM
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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
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7. This webinar will cover:
• Learning your physician’s passions
• Developing compelling tips
• Thinking seasonally
• Getting visual
• Planning ahead
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8. Physician Passions Learning Your Physician’s 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
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9. Translate Passion to PR Learning Your Physician’s Passions
• 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
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10. Approachable Content Developing Compelling Tips
• 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
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11. Develop Compelling Tips Developing 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
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12. Seasonal Appeal Thinking Seasonally
• 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”
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13. Work Your Angles Thinking Seasonally
• Fall:
Allergies, Marathons
• Winter:
Colds/Flu, Ice Dangers
• Spring:
Injuries, Training
• Summer:
Outdoors, Travel
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14. Let’s Get Visual Getting Visual
• More individuals consume
TV media than print
• But medical jargon is hard
to visualize
• Live demonstrations create
memorable pictures
• Expert opinions anchor
segments
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15. Visual Cues Getting Visual
• 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)
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16. Always Plan Ahead Planning Ahead
• Magazine placements have
great staying power Be Fit. Be Fabulous. Be in SHAPE.
2012 Editorial Calendar
• National publications plan January
New Year, New You!
• Special: Style Resolutions
• Fitness: Motivating Fitness Routines
• Beauty: The Active Girl’s Guide to Hair
• Food: Lighten Up Your Lunch (Sandwiches)
April
Spring Forward/Spring Recipe Special
• Special: Recipes
• Fitness: SHAPE’s Annual Shoe Awards
• Beauty: Green Your Routine
• Food: Throw a Greener Party
6 months out
• Health: Get a Good Night’s Sleep • Health: Spring Clean Your Appliances
Closing Date: 11/2/11 On-Sale Date: 12/26/11 Closing Date: 2/1/12 On-Sale Date: 3/26/12
February May
The Love Your SHAPE Issue Summer Spectacular
• Special: SHAPE/Men’s Fitness Sex Survey Results • Special: Sun Smart Awards
• Fitness: Couples Workouts • Fitness: Outdoor Workouts That Firm and Burn
• Beauty: Sexy Skin • Beauty: Nail It!
• Editorial calendars allow
• Style: Lingerie for Every Body Type • Style: Swimsuits that Fit (and Flatter) Every Figure
AARP THE MAGAZINE | advertise.aarp.org
• Food: Guilt-Free Superbowl Snacks • Food: Cinco De Mayo Made Healthy
• Health: Women and Heart Disease • Health: Boost Your Body Image
Closing Date: 12/7/11 On-Sale Date: 1/30/12 Closing Date: 2/29/12 On-Sale Date: 4/23/12
March June
you to be strategic
Editorial Calendar 2012
Sexiest Bodies in Hollywood The Bikini Body Issue
• Special: The Hottest Body in Hollywood • Special: The Culmination of SHAPE’s 3-Month
• Fitness: Celebrity Trainer Workouts Action-Oriented Diet and Fitness Plan,
• Beauty: The Perfect Canvas: A Guide to The Bikini Body Countdown AARP The Magazine is written exclusively for 50+ Americans seeking to enhance
• Fitness: Tone Your Trouble Zones
Foundation, Primers, And More! their quality of life as they age. Strong service journalism, compelling storytelling,
• Food: Recipes from Celeb-Owned Restaurants • Beauty: No-Fuss Summer Beauty
first-person essays and celebrity profiles are presented in a warm, vibrant and
• The Skinny On: St. Patty’s Day • Food: Foods That Fight Belly Fat
• Health: Migraines
inviting format that encourages readers to reflect, engage and enjoy.
• Health: Depression
Closing Date: 2/1/12 On-Sale Date: 3/26/12 Closing Date: 3/28/12 On-Sale Date: 5/28/12
• Editors appreciate thoughtful,
DECEMBER/JANUARY FEBUARY/MARCH APRIL/MAY
Contact Your SHAPE Sales Representative at 212.545.4800
Heart Health Month
HEALTH HEALTH HEALTH
Health Report Painkillers Health Report Lab Results Decoded Health Report Joint Pain/Tendinosis
Nutrition/Food The Good Nut Nutrition/Food What is Gluten? Nutrition/Food Smart Snacking
Dr. Oz–Feel Your Best Dr. Oz–Feel Your Best Family Health
useful content
24 Hours to a Longer Life Women’s Heart Health Dr. Oz–Feel Your Best
Article Your Personality and How it Family Health Sleep Apnea Latest Treatments on Snoring
Affects Your Weight Article Age-Proof Your Brain Article The War on Cancer
40 Years Later
FINANCE FINANCE
Money Report How Good Money Report Time Banking FINANCE
Are Your Financial Instincts? Money Report
Liz Weston–My Two Cents
Liz Weston–My Two Cents Readers’ Medical Care On Sale Social Security Update
Most Pressing Money-Related Queries Liz Weston–My Two Cents
Ron Burley–On Your Side
Ron Burley–On Your Side Readers’ Customer-Service Issues Cost of Good Financial Advice
Readers’ Customer-Service Issues Ron Burley–On Your Side
Article The War on Savers
Articles Readers’ Customer-Service Issues
Stretching Your Nest Egg Article Helping Parents with Money
TRAVEL/LEISURE
Game Plan for a Good Management as They Age
Food/Home
Retirement
Intimate Entertaining at Home
TRAVEL/LEISURE
TRAVEL/LEISURE Entertainment Books/Movies
Food
Food/Home Christmas Cookies, Travel The Best Sunsets in America Cinco de Mayo Celebration
or The Joys of Having an Peter Greenberg–Value Travel Entertainment Books/Movies
Adventurous Palate Five Places Around the Globe
Where The Dollar is Still King Travel Great Gardens of America
Entertainment Books/Movies
Peter Greenberg–Value Travel
Travel Cruising
FEATURES Article Retreats
Peter Greenberg–Value Travel
Movies for Grownups Annual
Entertainment Editorial Franchise
FEATURES
Inspire Awards Annual Editorial
Franchise Honoring 10 People Who
Make a Difference
LEARN MORE 646.521.2500 / advertise@aarp.org
11/11
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17. Make No Small Plans Planning Ahead
• Create a list of targeted
publications
• Obtain their editorial calendars
• Scour for themes that match
up with existing pitches and Midwest ENT & Hearing
passions
Editorial Calendar Opportunities 2012
Publication Month Pitch Topic Practice/Pitch Idea
Published Trigger
Reader’s Digest February November Health (cancer, heart ENT: 5 signs
disease, diabetes, stress, Hearing: 5 signs
sleep, memory and more)
Ladies Home February November Special: The Health Issue Hearing: Women and
Journal hearing loss
• Build relationships with an eye
Parents March November Your Child Health: ENT: Allergy
Seasonal Allergies
Reader’s Digest April December Health/Wellness: Control ENT: Allergy related and
Your Allergies: The letting the outside in
Latest, Greatest Sneeze
Relievers
O May January Aging Hearing: Women and
toward ongoing spotlights
hearing loss
Better Homes & May January Health: Seasonal ENT: Allergies
Gardens Allergies
Ladies Home May January Health: Asthma ENT: New pitch
Journal
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 New pitch
Your Doctor’s Visit
Parents July March “little insomniacs” ENT: SBD, Hulett
Better Homes & July March Summer Health Hearing: McLorn
Gardens
Ladies Home August April Health: Sleep Disorders ENT: SBD, Hulett
Journal
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 Hearing: “loudest pitch”
City?”
Family Circle September May Back-to-school Health ENT: food allergies
Guide 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
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18. Any Questions?
Jennifer Boroff
jennifer@hensonconsulting.com
@JenBoroff
Victoria Gestner
victoria@hensonconsulting.com
@VictoriaGestner
www.hensonconsulting.com
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19. Thank You!
Jennifer Boroff
jennifer@hensonconsulting.com
@JenBoroff
Victoria Gestner
victoria@hensonconsulting.com
@VictoriaGestner
www.hensonconsulting.com
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