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Vertical Industry Media Perspective: Health care and Life Sciences
We support clients' key thought leadership issues and help them introduce new devices, products or medicines.

We help medical associations raise awareness about a medical conditions, such as asthma or medical issues such as Radon gas.

Just as important, we understand the business of health care and life sciences companies, and use that knowledge to help our clients achieve business goals beyond product introductions…announcing VC funding, industry partnerships, and licensing agreements.

Based on decades in the field, we understand the needs of medical/health and science reporters, and what it takes to successfully pitch health care and life science stories.

Personal health reporters are all interested in the latest trends, studies and tips. And even local media devote space to the business of health care – driven by concerns about increasing costs of medicines.

That's where our experience and knowledge can help our clients: our long-time experience in working with health care and life sciences media and our knowledge based on monitoring the media.

It is critical to understand the differences between the types of health care and science reporters. Newspapers typically have four types of beats: health policy; the local health care system; medical advances and personal health.

Many papers, such as The New York Times and Washington Post, have personal health columnists. In fact, most medical or personal health coverage is news-you-can use, also known as "service" journalism; tips and advice on how to live healthier, how to prevent accidents, how to detect illnesses, etc.

Broadcast reporters need good footage to go with their stories; reporters at local news generally focus on awful mishaps or touching medical miracles. Reporters at consumer magazines look for interesting studies or advice about prevention, especially diet and exercise. Even the Wall St. Journal features exercise tips each week.

Here's a list of the types of stories we've found medical reporters typically follow:

  1. Health Policy, Regulations and Legislation: We've been paying attention to this since President Bush's proposals limiting stem cell research – it's become even more important today.
  2. Pharma, Biotech and Financial News: mergers; financial news for publicly held companies, investment opportunities; and new pharmaceutical pipeline.
  3. Health Providers & Insurance: impact of regulations on insurance companies; financial outlook; future of medical treatment.
  4. Research and Science: scientific discoveries and medical advances including research studies about foods, heart disease, and cancer.
  5. Medical Products and Technology: significant advances in medical care and updated protocols.
  6. Safety-related: botched operations, medical accidents; problems at hospitals; horrible malpractice cases or other scandals
  7. Service-oriented: cancer screening, best US hospitals, doctors; the declining state of online medical portals.

We can help clients introducing new devices, products or medicines…or medical associations seeking to raise awareness about a medical issue…companies dealing with issues management or facing a crisis. For more about our health care experience, click here.


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