Healthcare in the News for 2005 Future Care 2005 Sponsored by MCOL

1. Healthcare in the News for 2005Future Care 2005Sponsored by MCOL Presented by Peggy C. Frank, MBA

2. The Healthcare Trends Driving Coverage in 2005 Is your organization missing out at grabbing headline attention-getting news? Don’t let the competition leapfrog your ability to garner the news coverage that your organization deserves! • Find out what the reporters have designated as their focused healthcare coverage stories for 2005 • See how reporters weave in trends with local, regional, state, and national news • Learn how to play the ‘news of the day’ game • Leverage your news coverage possibilities • Become the recognized expert • Media Interview tips Frank Public Relations Worldwide

3. The Reporter’s Notebook: Top predictions for 2005 • Healthcare quality and availability • Healthcare costs: Where money meets medicine • Drugs: Safety, Rationing, Pricing, Reimportation, Clinical Trials • Obese Americans • Healthcare IT: Hospitals, Providers, Health Plans, Patients • Employers: Cost saving strategies for insuring employees • Clinical Issues: AIDS, Cancer • Medicare Costs (Drug benefit kicks in 2006) Frank Public Relations Worldwide

4. How to Jump on the Coverage Bandwagon! Now that you know what is top of mind for reporters, think about how your organization can attach itself to these issues. Here’s some tips and coverage beats from nationally recognized reporters who recently participated in a Healthcare PR seminar, hosted by BullDog Reporter. These are story angles that they cover and will be pursuing for 2005. Get ahead of the competition, and pitch story ideas to these reporters. Don’t stop here. Look at the media where you get your news, look at the bylines, and pitch to these reporters, too. Your news coverage for 2005 is only limited by your media savvy. Frank Public Relations Worldwide

5. BusinessWeekCatherine Arnst, Sr. Writer • Focus is on medicine, early stage development • Cancer treatments, research into brain, new medicines for pain, bio-engineered tissue, high cost of drugs, drug rationing, immunology, and neuroscience, Alzheimer’s. • Cathy_Arnst@businessweek.com Frank Public Relations Worldwide

6. U.S. News and World ReportSusan Brink, Senior Writer • Focus is on health and medicine: How the healthcare system impacts the consumer • Medicine, clinical drug trials, obesity, how healthcare delivery system works for consumers, health insurance, managed care, the uninsured, and clinical topics, such as cancer, AIDS Sbrink@usnews.com Frank Public Relations Worldwide

7. San Francisco ChronicleVictoria Collier, Business Writer • Focus is on covering the business of healthcare, regionally • “Where the money meets medicine” • Local issues: Insurance, hospitals, health plans, drugs costs, legislation • National issues: Medicare Vcolliver@sfchronicle.com Frank Public Relations Worldwide

8. CBSMarketWatch.com Laura Gerencher, Healthcare Reporter • Focus on breaking news • FDA, drug recalls, clinical news, healthcare incentives/financial, conflict of interest, consumer-driven healthcare, the uninsured • Also writes weekly “Vital Signs” column – how to get most value for your dollar, cost saving strategies laura_gerencher@wgbh.org Frank Public Relations Worldwide

9. National Public Radio (NPR)Helen Palmer, Senior Health Desk Correspondent • Focus on daily health and business coverage • Medical liability or law suits filed against major drug companies and food companies for obesity, improving quality of care, FDA, drug costs, health care prevention Frank Public Relations Worldwide

10. The ‘News of the Day’ GameHow to Play to Win • Now that you have an idea of what some key reporters cover, think about your organization. Tap into the power of today’s headlines, by linking what your organization does with the “news of the day.” • Take the list of hot topics that reporters will be covering for 2005 and see how your organization impacts these trends. • If you read an article or hear a news report and you can demonstrate how your organization’s product or service offering may mitigate the challenge or problem addressed by the report, pick up the phone or email the reporter. • News is a two-way process. Reporters need YOU and visa versa. Build rapport with reporters to gain a reputation as “expert” in your industry. Establish you and your organization as he source to go to for background information as well as quotable quotes. Frank Public Relations Worldwide

11. Media Training Getting to Know Them • Vital Link to the Public • Communicating information • Shaping public opinion • Message, idea, point of view Frank Public Relations Worldwide

12. Get the Most Value from your Interview • Define Your Message and Stick to It • It is your agenda • Message track • Supporting Points • Audience • Q & A • Prepared, focused, positive Frank Public Relations Worldwide

13. Control the Interview to Get the Results YOU Want • Stay in charge • No hypotheticals • No negatives • Stick to your area of expertise • Don’t sell your first born child –you don’t need to give it all away • Whatever you say will can and may be used against you! Do not say anything that you do not want printed or repeated. Frank Public Relations Worldwide

14. Hostile Situation Helpers • Rapid fire questions (choose one) • Words in your mouth (restate your message) • Friend (no, reporter) • Untruth/distortion of fact (correct mistakes) • Controversial/critical (not my area of expertise--but what I do know is……) • Interrupts (politely assertive) Frank Public Relations Worldwide

15. Basic Ground rules for Interviews • On the record/off the record • Background • Not for attribution • Audience • Purpose • Others interviewed • Accuracy Frank Public Relations Worldwide

16. Interview Preparation Tips • Know the audience/interviewer • Prepared, message track, builds • Anticipate, Agenda • Research • Direct, Brief, No Jargon • Practice out loud, stand up, mirror • Body language/eye contact Frank Public Relations Worldwide

17. Feedback You Can Live With • You can’t predict that you’ll always be quoted accurately • You can’t review the article before it’s printed • YOU CAN BE WELL PREPARED! Frank Public Relations Worldwide

18. References BullDog Reporter PR University seminar, Thursday, December 2, 2004, “Leading Healthcare Business Journalists Predict Tends Driving Coverage in 2005.” www.infocomgroup.com

19. Frank Public Relations Worldwide About Frank Public Relations Worldwide Frank Public Relations Worldwide is a strategic health care public relations, investor relations, and marketing company, based in Los Angeles, CA. Principal Peggy C. Frank, MBA, has more than 28-years experience in all facets of healthcare PR and marketing, including 18 years in hospital public relations, and 4 years in managed care public relations. Frank Public Relations specializes in small and medium sized companies with modest public relations’ budgets. Clients include healthcare technology, insurance, biotechnology, physicians, hospitals, health plans, laboratory services, and physician management organizations. Pfrank@frankpr.com, or 818.735.3591. Frank Public Relations Worldwide