Publicity of CMEs

Continuous Medical Education, in short CME forms an important part in a doctor’s career. They begin their career attending CMEs which is essential to update their knowledge and end up themselves as speakers at CMEs. According to ICMR a doctor has to attend a particular no. of CMEs per year to upgrade themselves on latest developments in their area of specialization.

Informing media about CMEs and getting publicity for the same is very difficult or just next to impossible using the traditional methods of Public Relations. Doctors & clients often demand media publicity for such programs.

I agree pitching for stories and inviting media for it, is very difficult, but possibility cannot be ruled out. The PR consultant can take few steps to understand the CME:

1. Meet the concerned doctor and understand everything related to the CME, its benefits for Doctors, Patients and Society.
2. Get all the details from Client on this CME like schedule, speakers, topics of discussion, case study presentation, etc.
3. Speak to other well-known and established doctors practicing in this area of specialization and understand the CMEs importance from their perspective.
4. Scan and track online (internet) for news featuring these doctors quotes, to understand the area of specialisation of medicine.
5. Check whether any news is available on that particular specialization of medicine and related to the CME.
6. Source unique case studies from the concerned doctor, which will prove helpful to pitch to media.
7. Now draft a note based on all the info available and sought approval from the client.
8. Based on this available information prepare a strategy for media coverage.
9. Pitch to media (preferably meet media personally) and discuss this story with them. E.g. pitch to two mainline and two vernacular publications for stories. It is quite easy to invite two mainline pubs for an interaction with the concerned doctor. For vernacular and other media press release can be disseminated.
10. Invite at least three trade media publications to attend this event.
11. Post the event get a small brief on all the topics discussed and presented. Also get the presentations. Pitch to all the trade media publications based on the info available.
12. Also send this detailed information to all the doctors who were unable to attend this CME.

A Communication Consultants job is not only to get coverage but also inform all the stakeholders. The hospitals newsletter should contain information on such CMEs which could later be sent to Health correspondents of publications as reference material. Mailing such newsletters also highlights the healthcare provider’s initiative to upgrade knowledge and inform about new developments.

Evolution of Healthcare Communications and Public Relations

There was a time, when there were very less no of doctors available to treat patients. But with the growth in economy the number of doctors has increased and the patients numbers has also risen with the rise in new age diseases.
A new attitude among patients has been observed in last couple of years which the doctors never anticipated? The patients now are much more informed. Now, patients do their homework on the aliment they are suffering from, and information technology plays a crucial part in spreading information.

Patients now, are more prone to do a Google on their ailment they are suffering, the best doctor available, advisable treatment and medicines. With the information, patients have become knowledgeable; they now ask the doctor for more information on the ailments, diseases and debate on best possible treatments.

The media for quite sometime observed this trend and launched columns and wellness supplements in there publications. For that matter even TV Channels, Websites, Radio stations have dedicated special shows and sections for the public at large. Most of the issues are related to Health, Wellness, Fitness and diet. Through extensive coverage is given to Health based stories, New technologies in hospitals, successful case studies, Yoga, Wellness columns by eminent doctors, Q & A based columns, etc. These articles often quote expert doctors, and leads to awareness on the doctors expertise.

This phenomenon suddenly gave a boost to Healthcare PR. Healthcare PR professionals often publicize the doctors, treatment and diseases. Well this is for what they are known for. But they also do a lot of other things like

1. Provide information on wellness
2. Crisis management of medicines
3. Information on new diseases and treatments
4. Creating awareness on existing incorrect policies
5. Website designing
6. Doctor's brochure compiling
7. Promotion of CMEs

There are lots of other aspects where a Healthcare PR professional plays an important part. Healthcare PR professionals have become an intrinsic part in spreading word-of-mouth awareness and pubicing the Doctors Consulting business.