10 Most Trusted PR Agencies In Healthcare May 2021 | Insights Care.

2021 VOL.05 ISSUE 02

Most Trusted The Right Outreach Emphasizing on the importance of PR for Small Businesses Constant Change The Evolution of PR and Communications

PR

Agencies in Healthcare

2021 Kristin Cahill Global CEO

GCI Health

Enabling Healthcare Organizations to Break Through

PR Agencies

Aiding Healthcare Organizations towards Success

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uilding the corporate profile of a healthcare brand has become a vital component in the health care industry. Public relations (PR) agencies not only help the healthcare organization to get a broader reach and credibility among patients and other stakeholders but also aids in the branding process.

They empower health brands to make a bigger impact through various tools including social media. A healthcare establishment’s success and trustworthiness depend largely upon its reputation. With PR agencies in place, a health care organization can rest assured that its reputation will be built, taken care of, elevated, and maintained to fetch maximum clientele.

The past couple of decades have seen a revolution in the healthcare industry, beginning with multi-specialty hospitals and then with tech-driven services and care. With more and more people becoming health conscious and patients refusing to compromise on their treatment and aftercare, the hunt for the best in healthcare has seen a steep incline. This in turn gave rise to fierce competition in the health care segment with each striving to deliver the best and meet the demands of people.

Moreover, people these days are more aware and well-read about health issues and would visit a health care center only after thorough research and inquiry. Gone are those days when the patient and his/her family took the medical practitioner’s word as the final one. Today, they prefer studying the issue, the repercussions or effects first and then also go for a second or even third opinion if they are not convinced of the first. This has put tremendous pressure on healthcare establishments.

Until a few decades ago, PR in health care was alien to people. Gradually, when PR agencies came into the picture it was primarily for creating awareness about the health care facility, their services and pathbreaking treatments (if any). These were done through press releases and press conferences, and later through websites and emails. Besides publicity, PR agencies also sent gratitude emails and/or gifts to patients and other stakeholders.

As technology progressed, so did the means of public relations. Social media and digital marketing occupied the centerstage of PR, and healthcare centers indulging in PR became a global name.

Today, most of the healthcare centers across the globe leverage modern day technologies which has increased the demand for PR agencies in health care. PR includes lot of market research and data analysis, studying the competitors and patient needs. Most PR agencies are into integrated health care marketing.

We stumbled upon few PR agencies in healthcare that have helped healthcare establishments reach their patient goals and commercial targets to the optimum, with painstaking efforts. As a tribute to their relentless service, we have featured them in our latest edition of Insights Care, 10 Most Trusted PR Agencies in Healthcare 2021.

We hope you enjoy reading this interesting issue.

Sumita Sarkar

Editor’s Note

C O V E R S T O R Y

08 GCI Health Enabling Healthcare Organizations to Break Through

ARTICLE

18

The Right Outreach

Emphasizing on the importance of PR for Small Businesses

30

Constant Change The Evolution of PR and Communications

14

Cura Strategies Breaking Barriers to Transform Healthcare

emotive Inspiring Change within the Healthcare PR Landscape

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22

Midas PR Pioneering Thriving Public Experiences for Healthcare

Whitehouse Communications Disrupting the PR Space for Quality Healthcare

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Editor-in-Chief Senior Editor

Sumita Sarkar Anish Miller

Managing Editor

Abhishaj Sajeev

Assisting Editors

Vrushali, Arran

Visualiser Art & Design Head Co-designer Art & Picture Editor

David King Asha Bange Paul Belin Priyanka Rajage

Business Development Manager Marketing Manager

Amy Jones John Smith Sarah Wilson, John Smith, Alex Vincent

Business Development Executives Sales Executives

Kelli, Bill, Anna

Technical Head Assistant Technical Head Technical Consultants

Jacob Smile Pratiksha Patil David, Robert

Digital Marketing Manager Assistant Digital Marketing Manager SME-SMO Executives

Alina Sege Amol Wadekar Atul, Gemson

Research Analyst Circulation Manager

Eric Smith Tanaji

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1

MOST TRUSTED

PR Agencies IN HEALTHCARE 2021

Company Name

Featuring

Description

Cura Strategies curastrategies.com

Anne Woodbury Co-founder and CEO

CURA Strategies is an integrated strategic communications and public affairs agency exclusively focused on health care and wellness.

emotive emotiveagency.com

Jo Spink Founder and Creative Strategist

emotive is a leading global healthcare communications agency that transforms lives by inspiring change that has a positive impact on people's health.

GCI Health gcihealth.com

Kristin Cahill Global CEO

GCI Health is one of the most highly recognized global integrated healthcare communications agencies in the world.

Jarrard Phillips Cate & Hancock jarrardinc.com

David Jarrard President and CEO

Jarrard Phillips Cate & Hancock has provided trusted strategic communications counsel to healthcare leaders guiding their organizations through high-stakes times of change, challenge and opportunity.

JPA Health Communications jpa.com

Diane Wass Managing Director

JPA Health is a full-service public relations, marketing and advocacy agency with offices in Washington, Boston & London

Midas PR Group midas-pr.com

Karin Lohitnavy Founder and Master Connector

Midas PR is one of Thailand's leading PR agencies offering a complete range of award-winning communications services, including traditional PR, crisis communications, event management, influencer campaigns, digital communications, content development and design.

Noisy Trumpet noisytrumpet.com

Fran Yanity CEO

Noisy Trumpet is an integrated digital and public relations agency designed to tout your brand as an industry leader across all marketing channels.

VIVA! Communications vivacommunications. com.au

Kirsten Bruce Founder

VIVA! Communications is an award-winning, Sydneybased health and wellness communications agency, founded in 2002.

W2O Group w2ogroup.com

Jim Weiss CEO

W2O is a diverse and inclusive leading agency for analytics-driven, digital-first healthcare marketing and communications.

Whitehouse Communications whitehousecomms.com

Chris Whitehouse Chairman and Director

Whitehouse Communications is an independent issues-led communications agency specialising in public affairs, policy analysis, media relations, crisis communications, stakeholder engagement and events management.

Kristin Cahill | Global CEO

We are inspired by People and apply this mantra to our work in healthcare and with our team.

GCI Health

Enabling Healthcare Organizations to Break Through

C O V E R

S T O R Y

10 Most Trusted PR Agencies in Healthcare 2021

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cross the healthcare spectrum, the reason why PR and marketing are considered essential lies in the fact that every organization needs a voice to not just reach but make a tangible and measurable impact with patients and other stakeholders. From brand awareness to the launch of a platform for patients, PR companies are the best bet for companies to achieve their objectives.

This edition, 10 Most Trusted PR Agencies in Healthcare, 2021 places the spotlight on agencies that leverage modern technologies and deliver the best of their potential to drive associated healthcare organizations towards success.

One prominent name among such agencies is GCI Health, one of the most highly recognized global integrated healthcare communications agencies in the world. Headquartered

in New York, GCI Health creates breakthrough, people-driven programs that drive tangible results for its clients and the people they serve.

In the following interview, Kristin Cahill, the Global CEO, shares with us in brief about the company's journey since inception and how it has gained a stronghold in the healthcare PR niche.

Below are the highlights of the interview: Please brief our audience about GCI Health, its values, and vision.

GCI Health's vision is to be the best healthcare agency in the world with a mission to recruit and retain the most talented people in integrated communications. We are inspired by People and apply this mantra to our work in healthcare and with our team.

We share our clients' desire to improve the health of all people around the

It's important to take a step back and pay attention to the world—and people— around you.

We have world and work tirelessly to contribute to their ambitious goals.

Our approach to communications is rooted in looking at all stakeholders—patients, caregivers, healthcare providers, policymakers, reporters, and payers—as people with distinct perspectives that shape how they think about health. And we carefully curate a culture that is catalyzed by the belief that people should be as successful in their personal lives as they are in their professional ones.

Tell us how you have set yourself apart from the competition through your expertise in healthcare PR and communication?

GCI Health is 100 percent focused on health, which means we immerse ourselves in the overall healthcare environment, stakeholders, and media trends. We have a rich heritage in scientific storytelling, and pride ourselves on being able to translate complex concepts into meaningful content.

Our People at the Center approach puts individuals at the forefront of our brand communication strategies, helping to demonstrate the human side of healthcare, whenever possible. At the corporate or category level, we work with our clients to showcase their Authenticity in Action, developing bespoke thought leadership platforms that marry their unique areas of expertise and passion with tangible proof points that eschew corporate speak and embrace a more real way of communicating.These mechanisms are combined with a data-driven approach to content dissemination that ensures our clients' stories are reaching people where they are.

What other services does your company offer, and how are you making an impact in the global healthcare industry?

GCI Health has built an amazing network of healthcare communicators around the world. We pride ourselves on taking a truly integrated approach to global communications, working seamlessly across markets to find synergies, and activating on-theground expertise, as needed.

To that end, we have transformed our global public affairs offering to reflect the increasing interconnectedness of today's government, public health, and advocacy stakeholders. Our efforts are grounded in public health to drive a global agenda for everyone, everywhere, fueled by advocacy to bring communities together and inspire change and solidified through policy to ensure infrastructure is in place for change. We have also globalized our media and content capabilities to reflect the dissolution of boundaries that the last few years have inspired.

Kristin, please brief us about your journey in the healthcare industry.

globalized our media and content capabilities to reflect the dissolution of boundaries that the last few years have inspired.

appreciate that everyone at GCI Health has a shared passion for healthcare, and I'm thrilled to be able to pay that forward to the next generation of people in our agency.

In college, I was drawn to studies of the brain because it stunned me how little we actually know about this fascinating organ. I considered medical school but decided that healthcare communications would allow me to immerse myself in science while also tapping into my creative side.

Being an experienced leader, share with us your opinion on how the adoption of modern technologies and platforms in PR and communication has transformed the industry and what more could be expected in the near future?

I joined GCI in an entry-level position nearly 20 years ago and have had the opportunity to work on some of the most exciting breakthroughs and campaigns in healthcare since then. I love that we are always learning something new and that we get to champion innovation every day. I also

Despite the significant challenges facing our industry, GCI Health grew 28 percent in 2020 – in large part due to our work in the digital, design and production spaces. These teams were able to adapt quickly to remote content capture and development thanks to technology platforms that have made

We want to continue to strategically expand our global footprint, ensuring we have a truly integrated approach to media and content.

the virtual world tangible. We have also embraced several new tools that allow us to listen to stakeholders in real time, measure the impact of our work and constantly optimize our approach. This next level of measurement will be essential to the continued growth and credibility of communications in the next decade.

provided collaborative virtual solutions to sustain and enhance operations. We instituted new Ways of Working, encouraging people to take breaks throughout the day and week so they did not feel constantly tethered to their desks, gave mental health days, and took a high touch and individualized approach to staff support.

Taking into consideration, the current pandemic, and its impact on global economies, how are you driving your company to sustain operations and ensuring safety of your employees at the same time?

What would be your advice to budding entrepreneurs who aspire to venture into the healthcare PR sector?

The last year has been unprecedented.

It was essential for us early on in the pandemic to make sure our team felt supported and safe. We doubled down on the flexible working style we were already promoting pre-pandemic and

Read and listen! I always find inspiration in unexpected places – whether it's a conversation with a healthcare provider, a brainstorm with our team or a literary classic on the weekend. It's important to take a step back and pay attention to the world—and people—around you.

Given how intertwined healthcare is with life, these things all offer great perspectives.

Where do you envision your organization to be in the long run and what are your future goals?

As we look ahead, our focus is threefold. We want to transform the impact and influence of communications in healthcare through data-driven insights and analytics and digital-forward storytelling. We want to continue to strategically expand our global footprint, ensuring we have a truly integrated approach to media and content. And we want to redefine what it means to have the best culture in the business, championing inclusivity, flexibility, and equity.

Breaking Barriers to Transform Healthcare

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he ongoing COVID-19 pandemic has put the whole healthcare sector in turmoil. While lack of resources was a huge problem the solution needed more than bridging the talent and resource gap. To make sure the healthcare sector is able to handle such a crisis, there's a need for strong collaborative efforts towards transforming healthcare.

CURA Strategies is one such agency that has been focusing on transforming health care since its inception in 2016. As a bipartisan integrated strategic communications and public affairs agency CURA Strategies has been helping clients break down barriers that are preventing healthcare solutions, be it a product or a policy change, from getting to people who need it most.

CURA, Latin for care, concern, attention to others, exemplifies the company's role towards its clients, team, and the health care system.

Anne Woodbury, CEO, and Co-founder of CURA Strategies shares her goal behind co-founding the company.

“Our mission is to take exceptional care of our clients so they can transform the health care system and improve lives,” says Anne.

“If something can help people live healthier or longer, we believe people should know about it and be given a chance to access it,” she adds.

In the following interview Anne shares her journey into the healthcare sector and how CURA Strategies with CURAge and bold leadership is operating to improve society and helping others.

Anne Woodbury CEO, and Co-Founder CURA Strategies

Brief us about how you have set yourself apart from the competition through your expertise in healthcare PR and communication?

While we offer the full suite of integrated communications services like most other PR firms including campaign development, paid/earned/social media strategy development and execution, stakeholder engagement, and creative and brand services, what sets us apart is our public affairs, government relations, and coalition development expertise.

With nearly half of all health care dollars coming from government-funded sources, government legislation and

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10 Most Trusted PR Agencies in Healthcare 2021

We believe we can help our clients navigate the policy landscape better than any other PR agency and it is this unique capability that helped us secure the distinction of Global and North American New Agency of the Year by PRovoke in 2018 and landed us nearly 20 other industry awards.

What other services does CURA Strategies offer, and how are you making an impact in the global healthcare industry?

Another unique offering is CURA's ability to be the turn-key staff for campaigns, an uncommon proposition for a strategic communications agency. We serve as the staff for many of the coalitions we've built, including Advocates for Opioid Recovery, Mental Health for the US, and Honor the Gift handling strategic planning and leadership responsibilities for the initiatives, day-to-day operations, and stakeholder engagement along with communications strategy and implementation.

We're able to seamlessly execute all aspects of the organization, from ideation and initial branding to strategy development and daily operations. Through these coalitions, we are shaping health policies to improve lives.

For example, through our work with Honor the Gift, a national patient-centered campaign created and managed by CURA Strategies and supported by a national coalition of kidney and transplant organizations, we successfully helped pass legislation to extend Medicare's immunosuppressive medication coverage that others have attempted but failed to pass for over 20 years.

This new law will ensure that kidney transplant patients will never have to worry about coverage for their immunosuppressive medications.

Brief us about your journey in the healthcare industry.

It's hard to believe that I've worked in Washington, DC for over 27 years and have been on the front lines of so many health care reform and transformation efforts. My first professional job was working for my local Congressman, Newt Gingrich, just six months before he became Speaker of the House - that was an exciting four years, to say the least. I followed him to the American Enterprise Institute, serving as his project assistant on a health care transformation project.

We spent three years speaking with CEOs in almost every

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If a client is seeking to make systemic transformational change in health care and is looking for a trusted partner, we want CURA to be their rst call. That is our goal.

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regulation can narrow or expand access to innovations with a stroke of a pen. Organizations can thrive, or wither, based on their ability to anticipate and influence policy decisions.

In the five years since our company was founded, we've created, launched, and managed eight national issue-based coalitions to influence policymaking and/or raise awareness of an important health issue.

industry as background for our book, Saving Lives and Saving Money, which outlined what a transformed health care system could look like. The book received bipartisan endorsements and served as the intellectual foundation for several state and federal health policy initiatives. Newt and I then worked together to launch the Center for Health Transformation, a cross-industry coalition for which I served as Chief Health Advocate.

After 12 years, I wanted to try something new and found a home at FleishmanHillard. Although I was doing a lot of communications work at that time, I had little knowledge about what public relations were or that it was an entire industry. I had no idea what a 'capes deck' was and I had never used the word 'creative' as a noun in my life.

FleishmanHillard's regional President, Paul Johnson, brought me onto the team and I'll be forever grateful.

After four years at FleishmanHillard, I opened the D.C. office of TogoRun, which was then a specialty health care arm of Omnicom and a sister agency to FleishmanHillard, which I managed for seven years. One of the most careerbuilding assignments was serving as the global leader for the Philips Healthcare team for three years. We were supporting corporate communications and marketing and did very little public affairs work for them initially.

It became abundantly clear to me that my communications clients and most of the health care C-suite have a narrow view of government's influence over their business and thought little of the tremendous win-win opportunity there could be in public affairs and advocacy as a driver for corporate reputation and market shaping. Through my work at TogoRun, bridging the divide between government affairs and communications became a strong interest area of mine.

Although I adored TogoRun and my team and will be forever grateful for my Omnicom experience, I was interested in working on my own terms and took the leap to start CURA in 2016. We wanted to be a health care agency that works with transformational clients and to be known

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Even if you do everything right, you could quickly lose the business because of things that are out of your control.

For example, the CEO changes and deprioritizes your project, your client contact quits, and the new person wants to bring in the firm she worked with before or take the business inhouse, or the product does not get approved. Having a mix of clients helps you spread out the risk. Also, be very deliberate to hire the best people you can find.

for issue-based communications and great team culture. I feel very good about how far we have come in five years.

Taking into consideration, the current pandemic, and its impact on global economies, how are you driving your company to sustain operations and ensuring the safety of your employees at the same time?

My team's mental and physical health and well being are always my utmost concern. To take care of our clients and provide the exceptional client service that CURA is known for, we must first take care of ourselves and our team.

When the pandemic hit, our company immediately shifted to fully remote work and I gave my team the flexibility they needed to cope with this global crisis. I offered mental health days and flex hours, as well as converted their transportation stipend to a food stipend.

Thankfully, we are in an industry where business is primarily conducted digitally. So, despite the pandemic, we maintained a very healthy revenue in 2020, gaining several new clients, and our team has not missed a beat in providing exceptional client service.

I would've never imagined that a year into this pandemic we would still all be working from home and exclusively communicating via Zoom and phone, but our team has adapted tremendously, and we entered into 2021 with our strongest pipeline yet.

What would be your advice to budding entrepreneurs who aspire to venture into the healthcare PR sector?

Health care is a big part of the economy. Keep your mind open to opportunities, but also consider subspecializing in a particular area of health care. To the extent you can, also try to have a diverse client portfolio of different sized clients so your business is not reliant on one big client.

Where do you envision your organization to be in the long run and what are your future goals?

We just celebrated our fifth anniversary. During this time, we have found our unique sweet spot in issue-based communications. That certainly includes advocacy, but it is also about stakeholder engagement, corporate thought leadership, or as we call it, thought partnership, and asking big questions, and catalyzing and convening other missionminded entities to help find the answers.

This is where CURA shines. We love working with change-makers, building coalitions, engaging diverse stakeholders, and leveraging the right communications tools at the right time to lean in on issues, while also building our clients' reputations.

This is a key reason we have a team of bipartisan government relations professionals in-house. Beyond making new laws, the government also serves as a regulator and a payer and is one of the biggest influences in health care. If change is what the client seeks, there is likely a government lever that needs to be pulled.

We try not to put ourselves in a box. Some may see it as patient advocacy, market access, market-shaping, thought leadership, government affairs, public affairs, cause marketing, or social marketing. If a client is seeking to make systemic transformational change in health care and is looking for a trusted partner, we want CURA to be their first call. That is our goal.

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ON Emphasizing for of the importance PR small

businesses

he price of success is hard work, dedication to the job at hand, and the determination that whether we win or lose, we have applied the best of ourselves to the task at hand.” This quote by Vince Lombardi, executive, head coach, and NFL player relates to the struggle and hardship of small business owners.

T

This attracts more potential customers and encourages your target audience to talk about your business.

Constantly bringing up your brand name in a positive light – by influencers, journalists, happy customers, or satisfied employees – creates a positive aura around your business and certainly helps you grow in the long run.

While small business owners start with a will, dedication, and determination lack of time, budget, and resources always create hurdles on the way. Thus, many entrepreneurs find it difficult to grow a business.

#2 Go for more effective PR When lacking the budget or resources to grow a business, many people choose marketing and brand advertising to attract more attention and sales. However, Microsoft cofounder Bill Gates would take a different approach. “If I was down to my last dollar, I would spend it on PR,” he has said.

Moreover, start-ups and small businesses need to put themselves out as much to create brand awareness and reach the right audience. So, where does one start? How do you grow your business and brand awareness at the same time? One great way to use your resources to grow your business is by doing PR. Now, people have different notions and perceptions about PR for the business. Lord Chadlington, CEO at Huntworth PLC, aptly sums up the importance of PR for the business.

“PR is about creating content and managing communications in whatever format it is.”

Essentially, PR is about earning your audience's attention and trust, which also follows free publicity of your brand and its offerings.

Let's see the reasons why small businesses should consider adding PR strategy in their business expansion blueprint. #1 Stretch your budget In the initial days, small businesses have to consciously spend every penny and every penny needs to stretch farther in terms of results it brings back. And how does that relate to incorporating PR in your strategy?

Well, getting influencers and journalists writing about your offerings and spreading the word for your brand won't cost too much. Moreover, this word-of-mouth recommendation creates organic buzz around your brand right at the start.

Confused? Well, there's no doubt that every business needs marketing and brand advertising especially to thrive in the digital era. However, when it comes to gaining trust and growing sales, earned publicity, be it through client testimonials or word-of-mouth, is more trusted by the audience than advertising.

According to a study done by Nielsen, when it comes to influencing your consumers PR for business tends to be 90% more effective than advertising. Moreover, earned recommendation and mention of your brand is more effective than the paid ones. #3 PR in collaboration with marketing Now, there's no piking in between marketing and PR. As said earlier, both hold certain benefits and needs in your business growth. When done right, instead of competing, PR can complement your marketing efforts.

For example, sharing useful, practical, educational, and inspiring content will win people's attention and trust. It may sound difficult, but to incorporate PR into your marketing strategy all you need is a good plan and dedication, and determination to implement it.

Here's a little tip to get you started. Try to know your audience's pain point and empathize with them as much as

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The Right Outreach

possible. And you will get insights and ideas to incorporate things in your content that your audience finds valuable. #4 PR prevents problems Other than spreading good publicity, preventing and controlling bad publicity is another task for businesses. For small businesses that rely on word-of-mouth publicity, bad words by unhappy customers or employees, scandals, and a potential lawsuit can put a dent in your brand credibility.

Using PR in the right way and at the right time can mitigate bad publicity also help you stay on top of what's being said and shared about your business. That way you make sure that the information being spread about your business is accurate.

whether it's an ad or article lives on the internet for a long.

So, the content you share through your PR strategy helps boost your brand visibility over time.

Moreover, other bloggers, news writers, and even customers may link to the relevant news articles on your brand that further gain your business more attention and brand awareness. Also, sharing timely and relevant stories across different platforms will help you in ranking higher in search engines which will bring back more potential customers and in turn grow your revenue and reputation as a brand in the market.

PR to boost your brand visibility In this era of digital and social, every piece of content

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emotive Inspiring Change within the Healthcare PR Landscape

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midst the ongoing chaos of the COVID-19 pandemic and a series of lockdowns, WHO launched #HealthyAtHome to help the world combat coronavirus. The initiative addressed not only the easy ways of staying physically active and adopting healthy habits but also emphasized mental health and healthy parenting. The healthy parenting section is filled with fun animated videos, children's books, and other creative content to help parents make kids understand the COVID-19 situation and also easily instill hygienic habits in them.

In addition to WHO, many hospitals, healthcare organizations, and NGOs have taken a creative approach to educate and empower people about the ongoing pandemic.

But who manages and oversees these creative campaigns and promotional plans? The answer is the healthcare PR agency.

And among the leading global healthcare PR and communications agencies is emotive, which has been disrupting the healthcare PR field and transforming lives since its inception. Jo Spink, the Creative Strategist at emotive, shares the highlight of her time working with the agency. "Working with exceptional people, from clinicians and stakeholders to fundraisers and patients, and of course, building strong relationships between our clients and the talented PR team has been a privilege," she says.

Read the following interview where Jo has shared how she became the creative strategist of emotive, and how the agency has helped its clients tangibly improve the healthcare space through its innovative thinking and strategic approach.

Jo Spink Creative Strategist, emotive

Please brief our audience about your company, its values, and vision. emotive is a leading global healthcare communications

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10 Most Trusted PR Agencies in Healthcare 2021

Driven by our strategic insights and original thinking, we raise awareness, change behaviour, and influence policy to deliver tangible improvements in healthcare. Throughout all our work, we embrace our key values of collaboration, empowerment, integrity, imagination, and agility.

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We are making an impact because we understand that clinical research and data is so much more than numbers; it has the power to change lives.

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agency that transforms lives by inspiring change that has a positive impact on people's health. The PR & Advocacy team was recently formed through an exciting merger with Spink, an award-winning healthcare PR agency with more than three decades of experience.

Importantly, as an agency, we establish an emotive connection with our audiences because we know it's how something makes us feel that moves us to act.

affect change in the right way. Our expert team of scientific, digital and creative minds creates experiences that establish the emotive connection needed to inspire change across the global healthcare landscape.

Brief us about how you have set yourself apart from the competition through your expertise in healthcare PR and communication?

Our deep understanding of the drivers of change enables the emotive PR & Advocacy team to build bold and influential healthcare campaigns based on establishing a unique emotive connection with the audience.

Jo, please brief us about your journey in the healthcare industry.

My background is in consumer marketing, which means I bring a strategic perspective to everything I do. I've got a passion for getting under the skin of consumer behaviour and understanding how and why we behave in a certain way, and what triggers a behavioural change.

We draw from decades of market and consumer insights to ensure our work delivers meaningful and transformational results. Our specialist healthcare experience allows us to deliver strategic counsel that unlocks brands' potential and shapes commercial success. And whether we're educating clinicians, mobilising patients, or influencing stakeholders, we bring visionary, innovative thinking to our campaigns to create cut-through and make a real, positive difference.

Since launching Spink back in 1989, I've put service at the heart of the agency and I believe that it's this ethos, combined with our passion, creativity, and ground-breaking work, that has driven the agency's success and reputation as a healthcare specialist agency.

What other services does your company offer, and how are you making an impact in the global healthcare industry? emotive drives the advocacy and up-take of life-changing products, brands, and services with expertise in multiple therapy areas including rare diseases and advanced therapies. We provide the key areas of communications that make an impact in healthcare. In addition to PR & Advocacy, we also offer Medical & Scientific and Brand & Patient communications.

Working across all stages of the product lifecycle on a range of strategic, educational, and commercial materials, we are helping more people get access to the treatments and services that will have a positive impact on their health.

We are making an impact because we understand that clinical research and data are so much more than numbers; they have the power to change lives. These pieces of information just need to be expressed to those who can

Over the years, the real highlight has been the privilege of working with a diverse range of exceptional people, from clinicians and stakeholders to fundraisers and patients, and of course, building strong relationships between our clients and the talented PR team.

The merger with emotive provides an incredible opportunity to work with a wide array of talented professionals with scientific and medical expertise. This new venture is already benefiting both our clients and employees alike, and I am eager to see what the future holds for the PR & Advocacy team.

Being an experienced leader, share with us your opinion on how the adoption of modern technologies and platforms in PR and communication has transformed the industry and what more could be expected in the future?

Technology has transformed many aspects of PR, as it has other areas of our lives. The media we target, our interactions with clients and journalists, and the ways we reach our audiences are different from a decade ago. We

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incorporate a strong digital or social media component into virtually all our campaigns because we understand that this is how people want to source information.

written and verbal communication skills and a hardworking attitude. Employers and clients want to work with someone with 'can do' positivity.

Undoubtedly, the pandemic has accelerated our adoption of technology. For example, over the past few years we have seen medical congresses offering greater digital capabilities, such as live streaming. However, COVID-19 forced them to move from predominantly in-person events to fully online experiences. The success of the virtual congresses that we have run for our clients indicates that hybrid meetings are more likely to occur in the future with as many online attendees as in-person delegates.

Where do you envision your organization to be in the long run and what are your future goals?

We are very excited about our future with emotive. As the PR & Advocacy arm of a leading healthcare comms agency, we have access to best-in-class scientific expertise with enhanced technology and creative capabilities, and this is already opening new opportunities with more life science companies.

Although technology has changed many of the ways that we deliver our campaigns, the strategic heart of communications remains the same. We still want to engage consumers, healthcare professionals, policymakers, and stakeholders in a shared conversation. This is how we will continue to transform opinions, challenge misconceptions, and inspire change.

Taking into consideration the current pandemic and its impact on global economies, how are you driving your company to sustain operations and ensuring the safety of your employees at the same time?

COVID-19 has impacted our working practices; however, it hasn't negatively affected our business. In fact, we have been exceptionally busy with more new business pitches than ever and the pandemic hasn't had any negative impact on our existing client budgets.

We put this down to our outstanding PR team who have worked remotely since March 2020, except for a few socially distanced days in the office last summer. They have been incredibly hard-working, professional, and resourceful throughout.

We are looking forward to welcoming everyone back into the office in July when UK government guidelines permit.

We are introducing a new flexible working policy that allows our people to choose where they work four days each week because we know they'll always get the job done.

What would be your advice to budding entrepreneurs who aspire to venture into the healthcare PR sector?

Healthcare PR is a fantastic sector to work in for anyone creative, dedicated, and motivated by making a difference to people's lives. It's good to have some healthcare industry knowledge but not essential as it's possible to learn on the job. Indeed, our PR team members come from a variety of backgrounds. I'd say that it's more important to have strong

We are looking to expand our client portfolio and work on more international initiatives, such as our behaviour change campaign for the Global Hygiene Council that is helping to improve health outcomes by promoting the link between hygiene and health on a global scale.

As an agency, emotive is always working to inspire change that has a positive impact on people's health. Looking to the future, we aim to widen our reach by making a global impact across more markets. www.emotiveagency.com

Exhibiting Excellence "One of the best agencies we've worked with. They always deliver what they say, which is extremely uncommon in PR. They are always professional and reliable." – Lanes Health "The team consistently demonstrates a passion for Reckitt brands and contributes insightfully and strategically into all elements of the marketing plan to ensure the PR campaigns build effectively on the brand's plans as a whole." – Reckitt "The team created assets and a campaign that delivered the perfect outcomes for Orchid. We have sometimes struggled with our share of voice in prostate cancer but this campaign has certainly changed that and we are now in a stronger position to capitalise on this in both the political and public arena." – Orchid, Fighting Male Cancer

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Midas PR Pioneering Thriving Public Experiences for Healthcare

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he ongoing COVID-19 pandemic has highlighted the importance of robust healthcare in our lives.

While more people are fending for healthcare services at hospitals, putting strain on already struggling healthcare systems across the world, most of the pharma sector was doing its deed by focusing on researching and developing the COVID-19 vaccine.

After painstaking months of spiking COVID-19 cases and death rates in December 2020 first COVID-19 vaccine developed by Pfizer-BioNTech was approved for emergency usage. While the news of COVID-19 vaccines

by Pfizer and other companies was widely appreciated bringing these brands in focus, it's the extensive support and unique public strategies of their healthcare PR agencies that have contributed to the growth of such companies on a global platform.

Midas PR is one among the renowned PR agencies and an award-winning communications consultancy based in Bangkok that has leveraged extensive local connections and international expertise to support the growth of a wide range of international clients. These comprise of very significant players in the medical and pharma industries, including Pfizer, Bayer, Cigna, Miskawaan Health group, and Takeda, right through to regulated health and wellness product providers looking to make a name for themselves and expand to new markets.

Karin Lohitnavy Founder, and Master Connector Midas PR

Established in 2007 by Karin Lohitnavy, Owner, Founder, and Master Connector, the company has paved a successful path and crossed several milestones now operating within a network of 96 partner agencies globally through associations with PROI (Public Relations Organization International) worldwide and PRCA (Public Relations Communications Association) in South-east Asia.

Read the following interview where Karin has shared the uniqueness of Midas PR and how the consultancy is

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10 Most Trusted PR Agencies in Healthcare 2021

Brief us about how you have set yourself apart from the competition through your expertise in healthcare PR and communication?

Our commitment to the success of our clients stems from the values upon which we base our offering, and those are honesty, a diverse international skillset - our staff collectively speak 15 languages fluently - and ultimately providing a good return on investment.

We also focus on providing a rewarding working environment for our staff to enable them to be the best possible versions of themselves. We also offer various training workshops so they can enhance their skills and leadership development. We have worked with and cultivated strong partnerships with hospitals, universities, NGOs, and government helping us to use these valuable connections for clients to achieve their goals.

In Thailand, no specialized agencies are providing their services only for healthcare. To breach this gap our team caters to the healthcare sector specifically. We provide our clients with extensive experience in bespoke training for executives and senior management in key message communication, crisis comms, interview preparation, and media communication generally, and more recently in responding to evolving situations and potential sensationalization in the sphere of social and digital media.

We develop interactive workshops which are effective in putting the client's representatives in real-world (and sometimes quite stressful) scenarios and involving media partners as part of the programs.

What other services does Midas PR offer, and how are you making an impact in the global healthcare industry?

Our typical support package for clients looking for a full 360-degree integrated contract spans strategic services, communications planning, content strategy, influencer marketing, market research, brand positioning to general business planning assistance.

We handle all content creation, including press relations materials, localization, editorial, speechwriting, and other tactical documents as part of a much wider strategic brief, spending a lot of time at the beginning of our partnership on developing an understanding of the client's goals and identity.

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Our vision is to be a leading PR rm in Southeast Asia, and that is a journey that inspires us to constantly improve, demonstrate our core values and be increasingly competitive.

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disrupting the healthcare PR sector with its mindful approach.

This is before proceeding to study core stakeholders and key audiences before any strategic development begins. We are supporting one pharma client with a campaign that runs conjointly across 8 different countries, with Thailand serving as the regional communications hub.

Brief us about your journey in the healthcare industry.

I'm immensely proud that our company continues to work with the very top names in the pharma and medical services – Takeda, Bayer, Pfizer, as well as new, homegrown, and developing companies in the wellness and emerging fields like therapeutic Psilocybin and cannabis. By working with healthcare partners over the long term, we have effectively and consistently built our authority as the PR partner of choice to a growing number of eminent, high-capitalization international companies.

Our work in this area is rewarding as I find it an inspiration that much of the work done by these companies has a real impact at the frontier, leading to positive effects on both society and people's health outcomes.

Our agency is also part of the PROI APAC Healthcare Group, where we work in collaboration with the best PR practitioners in this sector and discuss new trends that will significantly impact the industry as well as provide valuable support for one another.

I believe we have real chemistry with our customers in the health sector. I also feel I can immediately draw parallels here with the Covid situation. There is an opportunity even in times of adversity to influence the economy and/or the tourist sector of a country and affect development. Takeda is a great example, a client for over 3 years now, and we are

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supporting the communication of its achievements in pioneering a full vaccine roll-out to combat Dengue.

We have also provided a high level of communications and on-the-ground support for Cigna with the Cigna Run Therapy program, the official miniseries, and previously with the sponsorship of the 'Bangkok Post Cycling Championship 2019.’

Being an experienced leader, share with us your opinion on how the adoption of modern technologies and platforms in PR and communication has transformed the industry, and what more could be expected in the near future?

The adoption of new technology has altered how we communicate, especially through traditional media. Social media has made PR more challenging where solutions are required to be more reactive and time-sensitive; however, it has also expanded the need for global organizations to build and deliver strong awareness and reputation management philosophies.

People can now work from any location, so we take advantage by bringing together a multi-disciplinary team working in different locations. Part of that reactive capacity empowers clients in crisis response situations (we provide a 24-hour crisis helpline, one of few regional agencies that provide this); but it is also important in designing and delivering messaging and campaigns that meet the client's brief quickly, which in turn helps in driving competitiveness.

Taking into consideration the current pandemic and its impact on global economies, how are you driving your company to sustain operations and ensuring the safety

of your employees at the same time?

Effective communications during any crisis are crucial to sustaining customer trust, supporting employee morale and confidence, and retaining company stability. We promote our key messages via social media, websites, press releases, and all manner of other public relations channels, so in this respect, we are agile and therefore operating independently of macro implications.

Of course, our employees' safety is paramount, and we have an excellent crisis management team that extends internally to support team members in need. We follow policies and procedures to provide the best protection for our employees, wear masks, and work remotely (when appropriate) to avoid the risk of spreading the virus, as well as circumventing any potential business impact.

We place a great deal of emphasis on the understanding of mental wellness and the importance of mental health. We have a blog section of our website which focuses on stress management, work-life balance, learning lessons for personal development, and so on, and a Thai language version of the resource on Facebook.

What would be your advice to budding entrepreneurs who aspire to venture into the healthcare PR sector?

Collaboration is key, and for companies to work in harmony with their chosen PR actioner in a mindset of transparency and shared goals is fundamental in delivering a strong base for growth. We achieve this through strategizing; that is, message creation, deliverability, and visibility of results, but the collaborative partnership is key to achieving success in this industry.

We see a great deal of innovation in the medical sector

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Exhibiting Excellence

particularly, from wearables and smart healthcare to AIaugmented consultation, robot-assisted procedures, new therapeutics, automated claims processing by insurers and remote consultation, follow-ups, and assigning patients to the most appropriate specialist, all with real-time results reporting which drives improvement.

From the medical provider's perspective, ultimate patient care is the absolute goal, and so amplifying stakeholder efforts in developing, transforming, growing, and promoting its delivery and optimization is a key focus area for us as an agency.

Where do you envision your organization to be in the long run and what are your future goals?

Our vision is to be a leading PR firm in Southeast Asia, and that is a journey that inspires us to constantly improve, demonstrate our core values and be increasingly competitive. We continue to work closely with our partners at PRCA_SEA and strive to jointly create regulation for our industry built on raising the bar by which all industry participants can be fairly judged. Where there are widely accepted quality and performance metrics that are tangible, there is validity for industry contributors who are dedicated to improving the standards of the PR industry across the region. Therefore, we see ourselves as being a leader among our peers, which in turn constantly pushes us to innovate and stay out in front.

"I am pleased to provide a recommendation for Midas PR, hired by Cigna Thailand during 2019 as our chosen public relations agency.

During the time we have been working together, the Midas account relationship team has served us as a PR specialist and consultant for Cigna and was able to establish an excellent relationship and engagement between our company and media as well as the public. This has helped grow the market's awareness of Cigna and enhance our public profile, and in helping us achieve success from a PR perspective.

Midas PR has developed and implemented all our public relations campaigns and media management, starting with PR strategic planning and development through to execution and reporting. The team has excellent PR skills and a sense of what works, as well as a service-minded approach. Best of all, most campaigns were successfully launched and achieved impressive results which met measurable targets across every dimension. I am confident that Midas will provide you with impressive service and will never disappoint you. I am equally sure that Midas will add value to your company." – Khemmika Imthongbai, Cigna Thailand

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Evolution and of PR communications id you know public relations and communications are as ancient as the stories of Julius Caesar and Cleopatra? We know many influencers today thanks to the internet and social media who through these platforms share knowledge, information, experience and in return gain their audience's attention and trust.

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a huge part during war crises. Samuel Adams who was known as the Master of Propaganda of his time played a huge role in public relations during the time of the revolutionary war in 1773. Thomas Paine in 1776 wrote a pamphlet Common Sense to persuade the public to support the American Revolution.

However, a lot before the generation of today's powerful PR professionals came the personalities that have shaped the face of PR and communications to how we know, see, and experience it today.

PR as a profession From philosophers to leaders and freedom fighters, people throughout history had used the art and skills of communicating with the masses and led them towards fulfilling shared goals. After playing a pristine part during wars and freedom fights, PR entered the industry in 1820 as a choice of career.

Ancient personalities that pioneered PR Ptah-Hotep authored 'The Maxims of Ptah-Hotep' in 2200 BC, ancient literature that emphasized the importance of communicating with people. Socrates (470 BC – 399 BC) who we know as one of the founders of western philosophy strongly believed that the truth and transparency should be at the center of effective communication.

Aristotle (384 BC – 322 BC) wrote 'Rhetoric' an ancient Greek treatise that talked about the art of persuasion. Julius Caesar in 50 BC ordered the posting of the first public newsletter Acta Diurna.

Guess, the PR and communications we know and emphasize today have their roots dated back to ancient times. And from ancient personalities to historic events have shaped the foundation of modern PR. Historic events shaped PR and communications Talking about historic events we can't move forward without mentioning some. One of them would be when Johannes Gutenberg invented a printing press in 1440. In 1584 Sir Walter Raleigh sent exaggerated reports to England to attract new settlers to Roanoke Island.

The art of communicating and persuading the public played

Amos Kendall's influence as the press secretary of President Andrew Jackson pioneered PR as a career. Later in 1903, with Ivy Lee working as an advisor to John Rockefeller PR became a profession and a choice of career for many.

During that era in 1924, Basil Clark, the first PR professional in the UK established editorial services leading PR and communications to much as we see it today.

Edward Bernays, father of Public Relations authored a book called Propaganda in 1928 which PR professionals find influential to this date. Talking about PR professionals, it was Henry Ford who majorly resorted to Public Relations to publicize his company and its sales.

Inventions influencing PR It was during the 1800s to 1900s that communication inventions shaped public relations in a whole new way. It started with Samuel Morse's invention of the telegraph in the 1830s. Later in 1876, Alexander Graham Bell forever changed the way humans used to communicate by inventing the telephone. To date, the technology of this long-distance communication stands as a strong medium in interpersonal communications for personal and professional relations.

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Constant Change

Later phonograph and gramophone came into the picture in the 1870s. And with the invention of the motion picture camera by Thomas Edison in 1892, changed the face of PR and journalism for the coming years.

In 1901, PR could go longer and louder thanks to Guglielmo Marconi who introduced long-distance radio communication.

Rise of modern PR While electronic media has always been a strong part of PR evolution and expansion it was the introduction of the internet in 1969 that changed the game forever. With World Wide Web entering our lives in 1991 marked the rise of modern digital PR. In 1996, people started using Hotmail, the first web-based email service to communicate with each other. This form of communication was more personal and could only reach a certain number of people at a time. However, in 1999 with Bloggers becoming the first free blogging platform people could easily publish their content on the internet for everyone to read. To this date, blogging platforms play a crucial role in marketing and PR for personal as well as business brands.

PR in 21st century Today's young generation entered the 21st century with wide exposure and curiosity towards social media platforms Facebook and Twitter which were launched in 2004 and 2006 respectively. And later with the launch of smartphones the whole power of the internet was transferred from powerful personalities and professionals to the common public who today you as your business audience.

While PR and communications started as influencing an audience, today this audience has the power and freedom of social media to influence your brand image and marketing strategy. Think about it. Today, your customers, partners, vendors, employees have this power at hand. And one unhappy comment or irresponsible post on social media can impact your brand image and credibility.

Here again, PR works its part in support of marketing and advertising to mitigate such situations and make sure the right information is being shared about your business. And when done with keeping its pillar in mind – informing, influencing, and integrating people with people, PR and communications strategy will work wonders for your business growth.

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Whitehouse Communications Disrupting the PR Space for Quality Healthcare

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he Healthcare sector is predominantly focused on enhancing the patient experience. The need to provide high-quality care in a cordial and safe environment has led to the constant evolution of the healthcare sector. And with it rose the importance of Public Relations (PR) in the healthcare sector to help healthcare institutes to be the front runners.

However, in the competition of staying ahead, many PR Agencies often make the mistake of crafting a generic pitch and in turn, the brands fail to build trust in their patients.

Intending to disrupt the existing healthcare PR sector Chris Whitehouse, Chairman, and Director, founded Whitehouse Communications in 1998.

For over two decades Whitehouse Communications has established itself as a prominent healthcare PR agency by consistently supporting businesses, trade associations, charities, and campaigning groups in the UK and the European Union (EU).

The company, with its expert strategic communications campaigns, has been helping its clients to achieve their policy, regulatory, and legislative goals.

During an interview for the latest edition of Insights Care, Chris Whitehouse explained how The Whitehouse Communications is bringing real change for its clients.

“The Whitehouse Communications delivers real change for our clients, ensuring the political landscape supports the aims of both healthcare businesses and the public's well being. We further help achieve hard-hitting media coverage which gets the core messages out to an influential audience,” says Chris.

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10 Most Trusted PR Agencies in Healthcare 2021

Brief us about how you have set yourself apart from the competition through your expertise in healthcare PR and communication?

Healthcare PR has boomed through huge leaps in technology, changes in the political complexion of governments, and demographic trends. What we do differently is take the time at the beginning of a new brief to understand the niche sub-section of the healthcare space in which our clients, as well as the current media, legislative, and regulatory landscape, operate.

We identify the challenges and the opportunities that lie ahead and ensure that our clients are engaging with the right people, in the right way at the right time.

What other services does your company offer, and how are you making an impact in the global healthcare industry?

At Whitehouse, we offer a full range of communications services for consumers, businesses, or political influencers.

We are unrivalled experts in the healthcare policy space both in the UK and with the institutions and member states of the EU. Using this expertise, we can help health and social care businesses raise their profile, positioning them as thought leaders and so delivering the policy decisions that impact them.

We've changed European food law, created an opportunity for premises providers profitably to invest £3 billion in National Health Service infrastructure, protected the benevolent regulatory arrangements for suppliers of urology products, moved obesity up the public policy agenda also championed the role of special wound products.

The company also helped create a stem cell bank, defended the legislative position of food supplements and herbal remedies, and promoted awareness of the role of the children's air ambulance service.

We have also played a major role in helping bring the Olympic Games to London and supported a wide range of

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We'll continue to work with clients to deliver highly inuential campaigns in the healthcare policy sector, working for the good of healthcare workers, suppliers, providers, and patients.

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Read the following interview to know how, under the strong leadership of Chris Whitehouse, Whitehouse Communications is bringing real change in the healthcare space.

medical charities dealing with issues such as AIDS, ovarian cancer, cerebral palsy, and paediatric incontinence.

Being an experienced leader, share with us your opinion on how the adoption of modern technologies and platforms in PR and communication has transformed the industry and what more could be expected in the near future?

The world of PR continues to change rapidly as it has over the last few decades. Long gone are the days of pitching every story over the phone or a leisurely lunch. With the PR and communications sector no strangers to digitisation, multiple pitches for stories fly into journalists' inboxes every minute. For PR professionals, we've got to ensure that our stories are targeted, relevant, and genuinely newsworthy and of interest to journalists' readers.

Social media presents a relatively new, and rapidly evolving landscape for PRs to navigate. It is dangerous for those in the industry to ignore or underestimate social media's power. It's a platform that must be considered when looking at reputation management and it's an opportunity to connect with customers, prospects, and influencers to further the cause.

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Taking into consideration, the current pandemic, and its impact on global economies, how are you driving your company to sustain operations and ensuring the safety of your employees at the same time?

During the pandemic, The Whitehouse Communications experienced rapid and substantial growth. We've made 10 new hires and won new clients. This expansion of our team has allowed us to pursue new business leads more proactively and increased our skills base to offer an enhanced range of services.

Many organisations have realised that they must invest in PR and public affairs to shape the future of their sector to safeguard their business. When they invest in PR, they work with professionals who truly understand the media landscape and how to stand out from the crowd.

We sustained our operations through flexibility and the ability to adapt. Within a week of the pandemic hitting, we had refreshed all our existing clients' strategies to reflect the changing political and news agenda and ensure they could continue to contribute to the policy conversation. We moved all Whitehouse's PR and event operations online, adapting to technology that has proved hugely successful for the business through webinars, online roundtables, video interviews, and even award ceremonies.

We're incredibly lucky that our business can be operated from home relatively easily. However, just because our team can work from home doesn't mean we haven't invested in their well-being. We made sure that we offered staff a full range of home office equipment and hold regular virtual social events so that we can stay connected.

What would be your advice to budding entrepreneurs who aspire to venture into the healthcare PR sector?

Be bold, launch your own agency. You might fail, but at least you'll have tried.

Or find an agency whose client base chimes with your own interests, whether that lies in innovative tech solutions or STEM-focused pharmaceutical clients, soft care services, or built infrastructure; real interest is infectious and sells well.

Where do you envision your organization to be in the long run and what are your future goals?

We will grow and expand our team even further so that we can offer increasingly wide communications with more team members who are experts in their healthcare fields, incorporating an in-house digital and design team.

We'll continue to work with clients to deliver highly influential campaigns in the healthcare policy sector, working for the good of healthcare workers, suppliers, providers, and patients.

If you are interested in learning more about Whitehouse’s healthcare PR expertise and services, you can visit their website whitehousecomms.com or email Chris on Chris.Whitehouse@whitehousecomms.com

Words of Worth “Whitehouse has helped us rene our messaging on the value and potential role of LighterLife's programmes, whilst ensuring that we remain aware and fully briefed on the important regulatory developments that affect our sector.”

– Dr. Kelly Johnston, Head of Nutrition and Research, LighterLife “Whitehouse's professional insight and practical support have enabled us to signicantly raise the political prole of pancreatic cancer – in a way that is required to start to make a difference to those affected by this disease.”

– Clara Mackay, Deputy Chief Executive, Pancreatic Cancer UK

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