Virginia Lau

What makes a health influencer? Find out by clicking here for a special podcast featuring Ray Kerins, SVP, communications, government relations, and policy, Bayer, and Eileen Sheil, executive director, corporate communications, Cleveland Clinic, who discuss authenticity, data and analytics, and much more as they share the tactics and philosophies that helped earn them places on the 2017 PRWeek and MM&M Health Influencer 50 list.

Participants
-Jenifer Antonacci, director, US public affairs, Incyte
-Karen Boykin-Towns, VP, corporate affairs, Pfizer Innovative Health
-Liliana Gil Valletta, cofounder and CEO, Cien+
-Lynn Hanessian, chief science strategist, health, Edelman
-Ray Kerins, SVP, communications, government relations, and policy, Bayer
-Larry Mickelberg, MD, life sciences agency lead, Deloitte Digital
-Laura Schoen, president, global healthcare practice and chair, Latin America, Weber Shandwick
-Eileen Sheil, executive director, corporate communications, Cleveland Clinic

Despite threats by the current administration to abolish – or at least significantly cut – it, the Affordable Care Act remains in place. Still, in addition to being a political football and a source of polarization, the legislation’s particulars remain one of the biggest sources of confusion. And in a marketplace where misinformation abounds and emotions run high, communicators in the space have their work cut out to break through the clutter to get the right information to the intended audience.

It’s a challenge indeed, but also a great opportunity, agree the eight industry leaders, including several from the 2017 PRWeek and MM&M Health Influencer 50 list, who gathered at the National Press Club in Washington, D.C. for this Bayer-hosted roundtable.

“There’s so much still unknown about so many segments of the Affordable Care Act,” says Ray Kerins, SVP of communications, government relations, and policy, Bayer. “We’re trying to be that voice of reason, that voice of trust to so many around the country.”

Crafting meaningful messaging to help consumers make smart healthcare-coverage decisions can be difficult when information is continually shifting. “We look to be that trusted partner that will be agile so when there are changes, we can help ensure that information gets out,” notes Karen Boykin-Towns, VP of corporate affairs, Pfizer Innovative Health.

With healthcare at 18% of the GDP, the stakes are high. “We try to stay on a really tight message about quality, access, and how we make care affordable to patients – and coverage is a big key,” explains Eileen Sheil, executive director of corporate communications at the Cleveland Clinic, who expressed concern that smaller hospitals in rural areas could be forced to close if they can’t join an integrated health system.

And it’s not just consumers who seek clarity on the subject. Employers do, as well.

Like many other business owners, Liliana Gil Valletta, cofounder and CEO of data-driven marketing agency Cien+, has moved from a traditional small-group offering to a healthcare stipend – a move that gives employees more freedom of choice, but also more responsibility to keep on top of changes in their coverage.

“It’s no surprise why 60% of business owners are against the Affordable Care Act,” she affirms. “It’s not because we don’t want to provide benefits.” However, an uncertain pricing model and unexpected premium hikes can force employers to shift responsibility to the employee.

More informed consumers
Some specialized patient populations have become so shrewd about healthcare options that communications pros have to work even harder to stay one step ahead of developments.

Laura Schoen, president of the global healthcare practice and Latin America chair at Weber Shandwick, cites HIV patients as an example of a group that has developed quite an understanding about which insurance programs offer the best coverage.

Jenifer Antonacci, director of US public affairs at Incyte, says her company is enriching its patient-assistance programs and is communicating with oncology patients about issues such as financial planning for long-term care.

“Within the cancer space, we have very savvy consumers,” she explains. “They sometimes know before we do what’s happening and can help us and make sure we’re staying one step ahead of it with them.”

All panelists effusively agreed that data is a game-changing tool when communicating on this issue.

“We have data that shows that when women have access to contraception, there’s less of a burden and impact on the overall society,” notes Kerins. “Bayer is working with a number of women’s organizations to expand access to contraceptives. We are trying to engage as many people on the Hill as possible to use real data to show how access to contraception can help individuals, as well as save taxpayer dollars.”

Panelists felt that in the face of new tax legislation, healthcare issues would continue to be in the spotlight – particularly as wealth remains unevenly distributed.

“If we don’t do a better job of creating and maintaining access, we will face quite a bit of a roller coaster as different constituents get out and express their disgust, anger, or fear,” warns Lynn Hanessian, Edelman’s chief science strategist, health.

And then there are developments that directly impact the marcomms sector. The White House is moving ahead with eliminating the DTC marketing tax deduction – a move the roundtable panelists find surprising considering that the current administration is positioned as being pro-business.

“There is a real risk that clients will not be able to deduct the cost of their marketing programs,” says Larry Mickelberg, MD, life sciences agency lead, Deloitte Digital. “What does that do to the communications platforms of these companies?”

“America, in medical advertising and communications, leads the world in terms of innovation, communication to patients, and digital communication,” adds Schoen. “Let’s not cut its legs.”

A cut to the Orphan Drug tax credit was another concern raised by the panel. Current law allows companies to write off 50% of the research costs of developing drugs for diseases that strike fewer than 200,000 people. Now, the credit will drop to 25%.

“The Orphan Drug Act is one of the most successful pieces of legislation in terms of starting innovation and really protecting people who might not ordinarily have access to medicines,” asserts Antonacci. “It’s troubling that something like that could be up for consideration.”

Meanwhile, Hanessian brought up initiatives in Oregon specifically designed to attack vaccines access. “Problems we thought were solved, ” she says, “might not be now.”

All of these issues combine to create understandable concern about the pharmaceutical industry’s overall image – a challenge all communicators in the space must – and can – overcome.

“We must put ourselves at the highest level point we can to support the communities we serve, whether that’s our CSR program, patient-assistance programs, however we do it.” explains Kerins. “We work with both sides of the aisle because, at the end of the day, we’re trying to find that compromise.”

The opioid epidemic has reached crisis stage. Healthcare brands that don’t re-craft their messaging in response to shifting U.S. demographics will be left behind. In the March issue of PRWeek, find out our esteemed roundtable’s thoughts on these and other major issues impacting the healthcare sector.

Click here for “Insights from a Health Influencer,” a video featuring Bayer’s Ray Kerins in which he discusses his brand’s policy priorities, community partnerships, and staunch belief in the importance of authenticity.

There is a huge opportunity to inspire the millennial generation to massively disrupt the health and science communications field, to work tirelessly to find innovative ways to provide vital health information to those who need it most
Michelle Gross, Spectrum

 

We are all caretakers, just as we are all children, siblings, spouses, parents, friends, and even patients. When a loved one is sick, we all experience the gnawing preoccupation over their well-being. We scour the internet until 3 a.m. searching for answers. We look for just the right physician with just the right specialization. We call our brother’s best friend’s sister, a doctor who may have a medical connection we can use.

On the surface we’re gathering information that could potentially facilitate our loved one’s recovery. But what we’re really searching for is hope.

My career in communications has been spent building and working on diverse teams of health communicators. The common thread that binds us all together is that we have a shared passion stemming from these experiences. For many of us, it’s why we got into the field in the first place. Our experience as a patient or caretaker is a large part of what makes us passionate about sharing the potential of new medical developments and treatment options. We sleep easier at night knowing we played a small role in creating new hope.

It’s no secret that the health landscape is changing rapidly. Over the past 20 years, science has moved from broad-based population treatments to customized healthcare treatment decisions tailored to each specific patient. In addition, the rise in information availability has put an overwhelming amount of complex health information at patient’s fingertips. The field of communications itself is also evolving, becoming increasingly multi-faceted, fast-paced and digital.

Health communicators are on both front lines, making sure patients and their caregivers are able to keep pace with understanding advancements in health, breaking the science down and making information understandable, accessible, and relevant – all in new ways.

As I look to the future, at the massive health innovations on the horizon, I can see great opportunity. Particularly for individuals who are passionate about helping, who want to make the world a better place and who thrive on lending their skills to help the greater good.

Health communications is a tough job. It requires dedication, grit and perseverance. Some say it’s a higher calling, while all say it gives a sense of purpose.

Coincidentally, this is exactly what millennials want. A recent Deloitte survey found that 6 out of 10 millennials cited “a sense of purpose” as part of their calculation in accepting a new role. Once in a position, studies show that the main factor in whether millennials will remain at their company or not (beyond compensation and benefits) is having their passions used and fulfilled (53%).

Helping the greater good

In fact, another study found that 62% of millennials would take a pay cut to work for a socially responsible company (the U.S. average is 56%), suggesting millennials will make tradeoffs for work that they feel helps the greater good.

All this is to say: millennials have the passion to be game-changing health communicators.

As this next generation enters the work force, it will be crucial to find those whose passions align with the mission of health communications and want to work to help patients and make a difference, as well as those who can navigate and adapt in the quickly changing landscapes.

There is a huge opportunity to inspire the millennial generation to massively disrupt the health and science communications field, to work tirelessly to find innovative ways to provide vital health information to those who need it most. And at the end of the day, health communicators of all generations — those who are in the field today and those who will be in the field tomorrow — will sleep a little easier believing that we’ve all played some small part in igniting new hope.

Michelle Gross is the managing director of Spectrum, an independent health and science communications firm that uses science and storytelling to drive game-changing conversations. Michelle leads Spectrum’s biopharma practice and has more than 20 years of communications experience working with the top global pharma brands.