VLOG of the Month: Media Takes “Hands Off” Approach to FTC Native Advertising Compliance According to D S Simon Report
To link to post: http://bit.ly/ofJ4N Winner, National Association of Medical Communicators Health Communications Achievement Award. Sanjay Gupta discusses the important role of Medical Communicators, how to get your story on CNN and the role of the U.S. Surgeon General.
“What we do as doctors, we communicate. More than anything else. We are communicating one on one with patients. But we are also communicating to the masses through the various media. That’s the role of the Surgeon General and the cabinet secretaries. If you can’t get that message through no matter how good it is, it is going to fall flat. So I think that the fact that a person who does television as well as being a doctor would be considered for this position shows the emphasis and consideration for this sort of work, which I think is terrific.”
“The people who are doing it [medical reporting] have to do their homework with great diligence, more so I think than any other scope. But also I think we need to make it engaging as possible to actually send a message that people remember. People tend to change their lives based on the content that they hear and you want to make sure you’re changing those lives, big or small, in a very meaningful positive waRead More
“Almost all the patients I end up using [as characters in Grey’s]…are based on real patients or a group of real experiences with patients.”
“Brand integration is enormous…I’ve actually seen more modern prototypes coming out in Grey’s than I did on the floor of the actual convention.”
“The pictures of doctors as a whole human being or flawed human beings has really progressed…and you sort of have this feeling that in a way it’s an image of medicine, it’s the brilliance of medicine that’s sort of pushed to the point of breakdown and that is to some extent a reflection of what’s happening in medicine today.”
“We had one episode where an equipment malfunction was part of the plot…so we had to be very careful about what the equipment is and how it can relate. In general, there’s an emphasis on [wanting to include] the state of the art, and we get great cooperation from manufactuRead More
Dr. Laura Jana discusses the need to balance Mommy Bloggers life experiences with trained doctor’s information in health communications.
Some of Laura’s VlogViews:
“The reason why mommy bloggers have risen to such a high status level in the media world is because they really give that human voice and the reality of parenting. They have something good to say. But they’re wielding enormous power now…and they don’t necessarily have to maintain the same credibility that I do as a physician that a journalist does with reporting. You think they would, but look who is talking and where they have gotten there info from.”
“You don’t want to be dispensing direct medical advice when your talking to a million viewers because then you’re not acknowledging that there is important information you need on an individual basis…Anybody giving any sort of health related information, you’ve got to watch and say if they’re giving that information and you think they shouldn’t be, there is a reason why they shouldn’t be.”
“When I’m looking toRead More
Surgeon at the Cleveland Clinic, discusses what it was like to be caught in the media firestorm surrounding the first near-total face transplant in the US.
We did it at a very fast pace. We were excited, yet calm. We were in our own environment. We were sort of cloistered in the operation room and it went very, very well.”
“After we got permission from our media department, we scheduled a large media release…From my understanding, it was one of the biggest media events in the US last year, and I was scared. My heart was racing; I was sweating…The surgery was much easier than the media event.”
“What is a face? Our face is really our public outlook of the world and how the world perceives us. It affects everything about us…You need a face to face the world.”
Some of Maria’s VlogViews:
“Some things don’t change. [When communicating medical stories] you always want to keep it simple, keep it very easy to understand for the viewer. The biggest thing that has changed, though, is how much is going on the Web now. Every story I do for the Evening News now automatically gets transferred to the Web.”
“It’s actually easier for [people I cover] to watch [their story on the Web] because they’re often still working at the time the evening news airs…They get the chance to watch it later in the evening after they get home…And they will often pass it on to other people they know to show what they did.” “I’m at least required to do one [story] a day, but sometimes two or three depending on the needs of the newscast. It’s a high-pressure time frame.”
Some of Kevin’s VlogViews:
“People still want information in a way that is easily understandable and we try and pitch to different audiences to a great extent. I think our audience is hungry for this sort of information and we gets lots of feedback and lots of mail…we’re obviously reaching the market in a lot of ways.”
“We don’t do the MTV/VH1 approach…energetic, frenetic. We like to delve into a subject with some depth like a Jim Lehrer kind of thing, and say, “look help us explain this, what are the common questions, how does it relate to me and people come away with a much a much better understanding.”
Top 50 PR Thought Leader Jerry Schwartz, President of G.S. Schwartz & Co., and co-founder of Digital Power and Light discusses how PR professionals can stay on top of the changes and challenges facing the industry.
Some of Jerry’s VlogViews:
“The biggest problem right now is that everybody who walks through the front door says, ‘I want social media.’ Social media means a lot of things. The term itself is the hot new buzzword because a week ago it was social networks, and so this keeps changing fairly rapidly. But they do want something that is social media, that involves something like facebook, something like youtube going on in their programs to reach different target audiences. Even if sometimes unfortunately those target audiences are not relevant to the sale of their product or service”
“We created a term that we trademarked called Technoscape™ and a Technoscape™ is an analysis that we do of a target audience of any client and how they receive information…everyone gets their information differently from a different mix of media, and I think you need to analyze each target audience, and how they get their information.”
“We’re relRead More
Some of Cat’s VlogViews:
“The Today Show right now is of course focused on budget friendly ideas…How to buy essential electronics, so even though the economy is bad, we still need to buy tools to help us through the workweek. So, what you need to know in tech, needs versus wants, size of space, budget, things like that.”
“It’s better if you can get a hold of something that’s unique or that something that everybody needs that’s at a cheaper price, and then do the work. Research, do the effort. It’s worth it.”
“If you want me to post on my website or on a blog, do the write up as if it were in my voice. So, think what I will think is cool, write it up as if I’m speaking, so if I like the product, I will post it.” Check out Cat on Twitter!
Some of Sue’s VlogViews:
“I have clients now that are saying ‘I don’t care about print, I don’t care about magazines. What I care about is that online buyer, because that’s the power. That’s who is going to buy my products and I want you to get to that person.’ So we’re finding that in our budget and in our planning, we just focus on the internet and sites where they need, and we look at the target audience and really narrow that to people that are going to click through to that site and make that action that the client wants.”
“One good hit on the internet can be much more than all of the dozens of other small sites or print or other kinds of mediums for that client.”
“The most important thing is to look at the whole media span that you can deliver and decide where it’s going to be most effective. And we’re being asked more and more to do things on the internet. And that means we’re havingRead More
Dawn Wilcox, General Manager of the Los Angeles Office of Allison & Partners, discusses how companies can find the right non-profit to partner with and make the most of the relationship.
Some of Dawn’s VlogViews:
“Charities are thrilled to get the call that a corporation is interested in them. We take them through a process, not unlike where we just took the corporation through, where we do a full external audit with them to make sure the people they reach and work with would be a good fit for this corporation. Are they financially sound? Do they have a strong board of directors? And really looking at assets that they can give the corporation in return for this partnership.”
“We tend to get pretty excited when we see non-profits in that [social media] space. Because we know that there resources are typically focused on the program service that they’re offering or the research that they’re funding. So it is an extra step for them to be at the forefront, out in social media. The ones we’ve seen that use it and use it well, really understand their audience and they know where they are and how to reach them.”