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Have These 2 Free Resources to Understanding What’s Relevant to Your Health Audience?

inkwellness_audience-craves

In case you haven’t heard, the phrase “Content is King,” is gone like most of Downton Abbey’s gentry estates. The new ruler? “Relevant Content is King!”

Oh, boy. What’s this? Well, relevant content is information that your audience craves. Not such a new monarchy, is it? We’ve been shouting, “Know your audience!” from the turrets for quite awhile. But, how do you know what your health audience needs, wants, or can’t live without? Continue Reading →

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Series: Free Back Stage Pass. Share Health Conference Information. Technique #3: Interview the Presenter

I’m changing it up a bit.  Thinking our last post “Thought Leaders” needs a little more attention.  We’ll continue that topic later.  For now, let’s finish up with Health Conference Coverage and then we’ll go deeper, later with Thought Leaders.  Deal?  Read on to round out our series on Health Conference Coverage.

Continuing with our series on sharing health conference information with your audience, today we’ll discuss specifics about interviewing health industry thought leaders, Technique #3.

You’ll recall from “Bird’s Eye View“, that there are three techniques we’ll cover:

1. Summarize health conference session information, on behalf of your organization.

2. Interview a “thought leader” in the health industry who has attended a specific conference session.

3. Interview the conference presenter.

Jump back to Free Back Stage Pass to set the scene for the following information.

Technique #3:  Interview a Conference Presenter.  Continue Reading →

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Series: Free Back Stage Pass: Bring Health Conference Info to your Customers. Technique #2 Health Industry Thought Leaders

Continuing with our series on sharing health conference information with your audience, today we’ll discuss specifics about interviewing health industry thought leaders, Technique #2.

You’ll recall from “Bird’s Eye View“, that there are three techniques we’ll cover:

1. Summarize health conference session information, on behalf of your organization.

2. Interview a “thought leader” in the health industry who has attended a specific conference session.

3. Interview the conference presenter.

Jump back to Free Back Stage Pass to set the scene for the following information.

Technique #2: Whaddaya Think? Get a health care thought leader’s response to conference sessions.

First, answer these three questions: Continue Reading →

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Series: Free Back Stage Pass. Sharing Health Conference Information. Technique #1 Your Own Personal Stamp

Continuing on with our series on sharing health conference information with your audience, today we’ll discuss specifics about providing your customers with your health company’s professional summary,  Technique #1.

You’ll recall from “Bird’s Eye View“, that there are three techniques we’ll cover:

1. Summarize health conference session information, on behalf of your organization.

2.  Interview a “thought leader” in the health industry who has attended a specific conference session.

3.  Interview the conference presenter.

Jump back to Free Back Stage Pass to set the scene for the following information.

Technique #1:  Summarize the Conference Session  on behalf of your organization.

Most of us can write a pretty tight summary.  The idea is to share the information, in your company’s voice, with consumers, customers, followers, and your own employees.  Remember, you are doing this not only to share but to position your organization as the “go-to-guy” for all that is new and trending in your industry.  Here are a few tips: Continue Reading →

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Series: Free Back Stage Pass: Bring Health Conference Info to your Customers. Bird’s Eye View.

So, now I’ve got you thinking, right?  If you’re not, go on back to my first post of this series and think again.  Health conferences are a hot bed of cutting edge information.  They feature the best and the brightest.  They have that Vegas-like aura that at once sucks all natural air and light out of the conference center and breathes inspiration and renewal into its attendees.  Share this with your clients.  They want to know.  Let’s face it: time, money, travel are all barriers to people attending conferences but why should those things be barriers to receiving the information?   The Back Stage Pass Series is going to outline for you how to utilize written communication to position yourself as an expert who is in the know.

Three Techniques for Health Conference Coverage.

1. Summarize conference session information, on behalf of your organization.  This means you or one of your employees attend a relevant, current, cutting edge, or even controversial session and summarizes the information for your audience.

2.  Interview a “thought leader” in the health industry who has attended a specific conference session.  Get his/her point of view regarding the information’s relevance, potential impact on the industry, and expectations of how the information comes into practice.

3.  Interview the conference presenter.  Most likely a thought leader, eh?  Understand additional insights the presenter has.  Gather his/her thoughts on feedback received after the presentation.

Ready to dig in?  Then hang on.  Continue Reading →

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Free Back Stage Pass: Bring Health Conference Info to your Customers

Be in “the know.”

Back in the days when I worked in in-patient rehabilitation, I always took advantage of my yearly continuing education benefit.  Each employee was allowed an annual stipend to further his or her skills, paid for by the department.  In exchange for this free education, each employee attending a conference or course was expected to present the information learned to the rest of the rehabilitation staff within two weeks of completion.  The process integrated learning ingested in the classroom by creating teacher of the student and it extended the “bang for the buck” put out by the hospital’s rehab department because the knowledge was shared with the entire staff for the cost of sending just one.

“Brilliant!”  I thought to myself when I learned from a medical writing collegue that this process is alive and well in the pharmaceutical world.  Independent companies, mostly open- source online, provide blow by blow coverage at relevant conferences keeping their subscribers up to date with the latest research, knowledge, practices, and trends throughout their industry. These companies hire writers to attend the most attractive presentations and pay them to write a report, which appears on their website within 24-48 hrs of the presentation.

I immediately thought of the forrest of booths budding with marketing professionals in khakis and logo golf shirts that crowd the conference hall, that looks like any other conference hall and how their time could be used for things other than re-arranging the give-away key chains.  I began thinking of my conversation with my fellow medical writer and brainstorming ideas about how other health companies could tailor these same methods of sharing employeed by those in the pharmaceutical world.  Everyone wants the latest.  Everyone wants the greatest.  The newest.  The coolest.  Everyone wants to be the first.  How many of us would pass up bragging rights to the coveted “back stage pass?”

What can you learn from this?  How can providing cutting-edge information to  your customers be mutually beneficial?  And what are some strategies to integrate conference coverage into your up-to-the-minute subject matter expert position?  Think blog.  Think website.  Newsletters.  Eblasts.  Yes, you the man! Continue Reading →

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WordPress Meet Up: 5 Resources for a Better Blog

A blog is a key opportunity for health and wellness companies to build community, share information, and establish expertise.  WordPress is a fabulous (and free) tool, a tool about which I, myself, am in the infancy of learning.  I attend a local meetup for WordPress users, designers, and programmers and would like to share a few resources I found super helpful.  Watch for changes I make in the process and implement some yourself! Continue Reading →

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Human Subjects and Your Own Internal Review Board

Our subjects in health and wellness communication are humans.  Humans read what we write.  Humans follow what we advise.  Humans buy what we promote.  That is a pretty heavy responsibility.

In his presentation to AMWA-Southeast about the CDC (Center for Disease Control), Dennis Tolsma MPH spoke about one of the CDC’s greatest blunder: The Tuskegee Syphillis Experiment.  Much has been written about it but, to boil it down, the research failed the people, the “human subjects”, involved in the study.

Bringing this blunder down to our own day-to-day functions, let it teach us that what we say matters.  When we communicate health information and education to people, real people, we are responsible for ensuring it is reliable, responsible, and never forget the potential human impact in our quest for sales, money, research.

Put in place your own IRB, internal review board, formal or informal.  Surround yourself with professionals who add expertise and perspective to your communication.  Surround yourself with people who have your clients’ best interests in mind.  Surround yourself with the people you serve to ensure you understand their needs, beliefs, culture, rights.  Never disconnect yourself from the latter group.  Pass your stuff through your IRB on a regular basis.  We all need reviewed, challenged, questioned.  It’s our responsibility to our fellow human beings.

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PIPA isn’t Kate’s Sister…

Confused with copyright laws regarding online information?  Many are.  PIPA is one of 2 bills before congress (the other being SOPA) that seek to address concerns on this topic; although, many are upset that these 2 bills focus energy in the wrong direction and will actually limit the sharing and developing of free information on the internet.  Check out this Huffington Post article to see how this legislation may affect your web, blog, and on-line marketing.

http://www.huffingtonpost.com/gary-shapiro/oppose-pipa-and-sopa_b_1063468.html?ref=ces-2012

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Engaging Health Writing? The Growing Trend in Health and Wellness

Want to make your best customers and employees life- long partners in your health business?  Have you heard about the field of engagements and incentives?  Many big-hitters in the health field have.  See what you can learn for your own health and wellness business.  Search white papers on the subject of health and see a wide open field of people just waiting to jump on your band wagon.

http://www.enterpriseengagement.org/

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