Evelyn Tipacti's blog listings. Feed Zend_Feed_Writer 1.10.8 (http://framework.zend.com) http://www.profnetconnect.com/evelyntipacti Journalist Spotlight: Michele C. Hollow, Freelancer and Author Welcome to our SPOTLIGHT feature, where we highlight a journalist and ProfNet user to share their personal story and insight with you.

Michele C. Hollow works as a freelance journalist, editor, and author. She writes about pets, wildlife, the environment, and health.

Her byline has appeared in The Guardian, Fusion, The New York Times, Parade, Family Circle, NY Daily News, DIYNetwork, and other publications. She is a regular contributor to YourCareEverywhere.com, where she writes about health.

Her book, The Everything Guide to Working with Animals, was published by Adams Media. She wrote a middle grade biography on the Grateful Dead for Enslow Publishers and she and her son co-wrote a joke book about Minecraft for Sky Pony Press.

Her blog, Pet News and Views, covers pet care, pet lifestyle, and the people who work with and on behalf of animals. Michele also uses Pet News and Views to get companies to donate products to animal shelters and rescues. 

She is almost finished with her first middle grade novel and is looking for an agent.

She lives in NJ with her husband, son, and two rescue cats. 

We hope you find Bob's SPOTLIGHT enjoyable and informative. 


Did you know from a young age that you wanted to be a writer or did you start off doing something completely different?

Yes, I always knew what I wanted to be when I grew up. I had it down to two choices: writer or veterinarian. Later in my writing career, I started writing about animals.  

Where was your first professional job as a journalist?

I worked for a small daily in southern LA, which was a big change for someone growing up in the Bronx!

How long have you been a freelance writer and how did you start your career?

I've been freelancing for about 20 years. I worked FT as a reporter at Home Furnishing Daily, a Fairchild trade that covered the manufacturing and retail sides of home furnishings. After three years at Fairchild, I left for FT freelance work covering interior design. I queried Harris Publications (which just closed its doors) and got my first assignment. I wrote for several shelter publications.

Your preference seems to be writing about animals -- can you tell us about your blog and any other projects you’re working on?

It is! I've always loved animals. I took zoology courses at the Bronx Zoological Society when I was 13! I was too young to work and they let me into their program. When I have a keen interest in something, I work hard. Reading information about animals was something I enjoyed, and what was even better than that was being around animals. The zoologists were very generous with their knowledge.

It took me a while to publish stories about pets and wildlife. I started writing about animals seven years ago. I wrote a book called "The Everything Guide to Working with Animals" for Adams Media. From there, I started writing my blog, Pet News and Views. I mostly wrote about animal welfare. I'm not blogging that much these days. Thankfully, I'm busy with other projects. I'm working on a novel and have steady assignments.

I'm also writing two columns a week for a consumer health site called Your Care Everywhere. My focus here is to cover advice for caregivers and stories for parents of kids with special needs. My son has Asperger's, so it's a topic that I can identify with.

What do you like best about what you do?

I think of journalism as continuing education. You are always learning new things.  I know it's important to specialize, and I do. Yet, I've changed topics over the years. I started out writing about interior design, moved on to editing a bridal magazine, that led to travel writing, and then I got interested in health. I still, occasionally, write about interiors; that led to writing about pets in the home. From there, I moved on to wildlife and now I'm really interested in climate change.

Many of the topics I've covered have jumping off points that connect to one another. Bridal led to honeymoon travel writing, which led to family travel. Interior design led to pets, which led to writing about other animals--farm and wildlife. I was able to transition to climate change by focusing on wildlife. See, it's all connected!

I also like meeting people who work for and on behalf of animals. 

What advice to do you have for PR reps or for those who may want to pitch you a story?

I'm always looking for new health stories. If there is a new scientific study regarding childhood mental health, I'd be interested in hearing about it. Anything new on climate change is also welcome.

What should they always do?

Send a short press release or email describing the story.

Never do?

Don't send me info about products. I don't promote products. I get a lot of pet food and pet product releases, which I just don't cover. 

How can someone in PR get to know you and develop a positive work relationship with you?

Follow me on Twitter. I follow back. Read my articles to see what I cover. 

Do you have advice for members who respond to ProfNet queries?

ProfNet is good regarding no off-pitches. I really don't appreciate off-pitches. I'm on deadline when I post on Profnet, and don't want to go through a lot of emails that don't pertain to what I'm looking for. 

What type of experts do you like to work with?

For Your Care Everywhere, doctors, nutritionists, RNs, fitness experts, etc. who can tell me something that I can share with my readers about new medical breakthroughs--especially if it pertains to parents of special needs kids. 

For climate change and wildlife, I know a lot of experts and am open to meeting new ones. I just need new angles on old stories or stories that haven't been reported on yet. Yes, I know you've heard that before. I'm just repeating what my editors told me over and over again!

How do use social media?

I like Twitter. I post my stories and stories that are of interest to me. I'm on FB, too, but am not as big a fan of that site. I also have my own LinkedIn site. It's for people who work or volunteer with animals. It's called Pet News and Views, after my blog. 

Can you provide any tips for someone who’s thinking of becoming a freelance writer?

If you're serious about a writing career, read. Study online sites and read articles of interest to you. Send queries to editors. You can Google "How to write a query letter." Join an online professional writers' association. I belong to ASJA (American Society of Journalists and Authors). Take a writing workshop in your town. 

If you have a FT job, make time to freelance before you quit that FT job. Once you get your first few clips, the doors will open more easily.

Whether you're a reporter, blogger, author or other content creator, ProfNet can help you with your search for expert sources. Send a query to tens of thousands of experts and PR agents to find an expert you can quote on virtually any topic. The best part? It’s free! Start your search now: Send a query

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Thu, 16 Jun 2016 13:21:01 -0500 http://www.profnetconnect.com/evelyntipacti/blog/2016/06/16/journalist_spotlight:_michele_c._hollow,_freelancer_and_author http://www.profnetconnect.com/evelyntipacti/blog/2016/06/16/journalist_spotlight:_michele_c._hollow,_freelancer_and_author Welcome to our SPOTLIGHT feature, where we highlight a journalist and ProfNet user to share their personal story and insight with you.

Michele C. Hollow works as a freelance journalist, editor, and author. She writes about pets, wildlife, the environment, and health.

Her byline has appeared in The Guardian, Fusion, The New York Times, Parade, Family Circle, NY Daily News, DIYNetwork, and other publications. She is a regular contributor to YourCareEverywhere.com, where she writes about health.

Her book, The Everything Guide to Working with Animals, was published by Adams Media. She wrote a middle grade biography on the Grateful Dead for Enslow Publishers and she and her son co-wrote a joke book about Minecraft for Sky Pony Press.

Her blog, Pet News and Views, covers pet care, pet lifestyle, and the people who work with and on behalf of animals. Michele also uses Pet News and Views to get companies to donate products to animal shelters and rescues. 

She is almost finished with her first middle grade novel and is looking for an agent.

She lives in NJ with her husband, son, and two rescue cats. 

We hope you find Bob's SPOTLIGHT enjoyable and informative. 


Did you know from a young age that you wanted to be a writer or did you start off doing something completely different?

Yes, I always knew what I wanted to be when I grew up. I had it down to two choices: writer or veterinarian. Later in my writing career, I started writing about animals.  

Where was your first professional job as a journalist?

I worked for a small daily in southern LA, which was a big change for someone growing up in the Bronx!

How long have you been a freelance writer and how did you start your career?

I've been freelancing for about 20 years. I worked FT as a reporter at Home Furnishing Daily, a Fairchild trade that covered the manufacturing and retail sides of home furnishings. After three years at Fairchild, I left for FT freelance work covering interior design. I queried Harris Publications (which just closed its doors) and got my first assignment. I wrote for several shelter publications.

Your preference seems to be writing about animals -- can you tell us about your blog and any other projects you’re working on?

It is! I've always loved animals. I took zoology courses at the Bronx Zoological Society when I was 13! I was too young to work and they let me into their program. When I have a keen interest in something, I work hard. Reading information about animals was something I enjoyed, and what was even better than that was being around animals. The zoologists were very generous with their knowledge.

It took me a while to publish stories about pets and wildlife. I started writing about animals seven years ago. I wrote a book called "The Everything Guide to Working with Animals" for Adams Media. From there, I started writing my blog, Pet News and Views. I mostly wrote about animal welfare. I'm not blogging that much these days. Thankfully, I'm busy with other projects. I'm working on a novel and have steady assignments.

I'm also writing two columns a week for a consumer health site called Your Care Everywhere. My focus here is to cover advice for caregivers and stories for parents of kids with special needs. My son has Asperger's, so it's a topic that I can identify with.

What do you like best about what you do?

I think of journalism as continuing education. You are always learning new things.  I know it's important to specialize, and I do. Yet, I've changed topics over the years. I started out writing about interior design, moved on to editing a bridal magazine, that led to travel writing, and then I got interested in health. I still, occasionally, write about interiors; that led to writing about pets in the home. From there, I moved on to wildlife and now I'm really interested in climate change.

Many of the topics I've covered have jumping off points that connect to one another. Bridal led to honeymoon travel writing, which led to family travel. Interior design led to pets, which led to writing about other animals--farm and wildlife. I was able to transition to climate change by focusing on wildlife. See, it's all connected!

I also like meeting people who work for and on behalf of animals. 

What advice to do you have for PR reps or for those who may want to pitch you a story?

I'm always looking for new health stories. If there is a new scientific study regarding childhood mental health, I'd be interested in hearing about it. Anything new on climate change is also welcome.

What should they always do?

Send a short press release or email describing the story.

Never do?

Don't send me info about products. I don't promote products. I get a lot of pet food and pet product releases, which I just don't cover. 

How can someone in PR get to know you and develop a positive work relationship with you?

Follow me on Twitter. I follow back. Read my articles to see what I cover. 

Do you have advice for members who respond to ProfNet queries?

ProfNet is good regarding no off-pitches. I really don't appreciate off-pitches. I'm on deadline when I post on Profnet, and don't want to go through a lot of emails that don't pertain to what I'm looking for. 

What type of experts do you like to work with?

For Your Care Everywhere, doctors, nutritionists, RNs, fitness experts, etc. who can tell me something that I can share with my readers about new medical breakthroughs--especially if it pertains to parents of special needs kids. 

For climate change and wildlife, I know a lot of experts and am open to meeting new ones. I just need new angles on old stories or stories that haven't been reported on yet. Yes, I know you've heard that before. I'm just repeating what my editors told me over and over again!

How do use social media?

I like Twitter. I post my stories and stories that are of interest to me. I'm on FB, too, but am not as big a fan of that site. I also have my own LinkedIn site. It's for people who work or volunteer with animals. It's called Pet News and Views, after my blog. 

Can you provide any tips for someone who’s thinking of becoming a freelance writer?

If you're serious about a writing career, read. Study online sites and read articles of interest to you. Send queries to editors. You can Google "How to write a query letter." Join an online professional writers' association. I belong to ASJA (American Society of Journalists and Authors). Take a writing workshop in your town. 

If you have a FT job, make time to freelance before you quit that FT job. Once you get your first few clips, the doors will open more easily.

Whether you're a reporter, blogger, author or other content creator, ProfNet can help you with your search for expert sources. Send a query to tens of thousands of experts and PR agents to find an expert you can quote on virtually any topic. The best part? It’s free! Start your search now: Send a query

0 Comments - Leave a Comment
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0
Media 411: Tips for Assignment Editors

Being a journalist is tough -- stress and responsibility are an everyday thing. Just ask any assignment editor. They’re the heart of a newsroom and where almost every story begins. They find the stories by fielding calls from the public, listening to scanners, reading news releases (yes, it still happens), plan the stories and assign them to a reporter. They’re producers and troubleshooters and also make the suggestions as to whether or not a story should be covered.

I'd like to share a column from NewsLab titled “Advice for assignment managers,” and although it’s a few years old, what it offers still holds true today. Here’s an excerpt (with a link to the full article above) and one of the biggest takeaways from the piece:

“As an assignment editor you will be constantly bombarded with questions and requests. It is not important that you know all things, it is important that you know how to find all things. The newsroom must have confidence that ‘you’re on it.’ They need to know that you are filling their requests. You should anticipate possible questions and requests they may have and begin working on them before the request is made. This will help to develop their confidence in you.”

I also had the opportunity to speak with a veteran of the TV news business who’s been at it for two decades. He’s an assignment manager with one of New York’s most watched newscasts. He wanted to remain anonymous, but had some great advice for assignment editors everywhere:

  • Be very active on social media. Most videos, stories and tips are born in a social media site.  
  • Be proactive and not reactive. Anticipate a story by preparing contacts, interviews and other sources
  • Always watch the competitors.
  • Know your market. Focus stories to your market.   
  • Create build and maintain good contacts in key places.  

What other bits of advice do you have? Please let me know in the comments below. 

Whether you're a reporter, blogger, author or other content creator, ProfNet can help you with your search for expert sources. Send a query to tens of thousands of experts and PR agents to find an expert you can quote on virtually any topic. The best part? It’s free! Start your search now: Send a query

0 Comments - Leave a Comment
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Fri, 10 Jun 2016 13:09:57 -0500 http://www.profnetconnect.com/evelyntipacti/blog/2016/06/10/media_411:_tips_for_assignment_editors http://www.profnetconnect.com/evelyntipacti/blog/2016/06/10/media_411:_tips_for_assignment_editors

Being a journalist is tough -- stress and responsibility are an everyday thing. Just ask any assignment editor. They’re the heart of a newsroom and where almost every story begins. They find the stories by fielding calls from the public, listening to scanners, reading news releases (yes, it still happens), plan the stories and assign them to a reporter. They’re producers and troubleshooters and also make the suggestions as to whether or not a story should be covered.

I'd like to share a column from NewsLab titled “Advice for assignment managers,” and although it’s a few years old, what it offers still holds true today. Here’s an excerpt (with a link to the full article above) and one of the biggest takeaways from the piece:

“As an assignment editor you will be constantly bombarded with questions and requests. It is not important that you know all things, it is important that you know how to find all things. The newsroom must have confidence that ‘you’re on it.’ They need to know that you are filling their requests. You should anticipate possible questions and requests they may have and begin working on them before the request is made. This will help to develop their confidence in you.”

I also had the opportunity to speak with a veteran of the TV news business who’s been at it for two decades. He’s an assignment manager with one of New York’s most watched newscasts. He wanted to remain anonymous, but had some great advice for assignment editors everywhere:

  • Be very active on social media. Most videos, stories and tips are born in a social media site.  
  • Be proactive and not reactive. Anticipate a story by preparing contacts, interviews and other sources
  • Always watch the competitors.
  • Know your market. Focus stories to your market.   
  • Create build and maintain good contacts in key places.  

What other bits of advice do you have? Please let me know in the comments below. 

Whether you're a reporter, blogger, author or other content creator, ProfNet can help you with your search for expert sources. Send a query to tens of thousands of experts and PR agents to find an expert you can quote on virtually any topic. The best part? It’s free! Start your search now: Send a query

0 Comments - Leave a Comment
]]>
0
Tips for Journalists on Approaching People Affected by Tragedy Covering tragedies is part of the job when you’re a reporter. It’s never something reporters like to do, but there’s no escaping it. If there’s been a homicide, you cover it. If there’s a fire, you cover it. You’ll likely encounter relatives of the victim, someone who’s lost their home, or someone else whose life has just been turned upside down.

Speaking to people who’ve either lost loved ones, witnessed a tragedy or who were involved directly in some way whether it be through a natural disaster, murder, fire, accident or something else, need to be spoken to carefully. It’s something that fills you with dread but it’s always part of the assignment. It breaks your heart. You’re human, although some may feel you’re not since you have such “nerve” to ask someone who’s been devastated how they’re feeling and sticking a microphone in their face.

How should you approach someone who’s hurting? Scott Sobel, a senior strategy and communications executive at communications firm kglobal and former major market and network journalist with several journalism awards, provided some advice:

  • Ask a friend, law enforcement officer or other mutual contact for an introduction to the grieving interview subject.
  • Always start conversations or interviews with the expression of condolences.
  • Mention any commonalities or empathy, as in, “I have kids, I can’t imagine what you are going through having just lost your child.”
  • Preface sensitive questions with a qualifying phrase, such as, “Mrs. X, I’m about to ask a very tough question about your loss, of course, you don’t have to answer. Do you mind if I ask …?”
  • If your question needs a linchpin answer, you might explain the social redemption aspect of the interview subject’s cooperation. This approach can also be used after you are first introduced and after you express condolences. Example, “Thank you for the interview, your help here will prevent other accidents in the future.”
  • Reconsider your interview request or questions when you see the subject becoming emotional, combative or physically unable to answer. The judgement is yours depending on circumstances.

Dr. Sheila K. Collins, a writer, keynote speaker, improvisational artist, and performer, also gave me some suggestions. Her award-winning book, Warrior Mother: Fierce Love, Unbearable Loss and the Rituals that Heal tells of her journeys with two of her three adult children and her best friend through their life-threatening illnesses and deaths. 

Dr. Collins says, "The issue you are looking at, how reporters approach victims of tragedy is a critical one, not only the reporter and the person being interviewed, but, in the radio and television media, the journalist becomes a model for the public as they encounter someone in their own neighborhood or network experiencing a tragedy. The most frequent comment I get from people about dealing with someone
else’s grief is, 'I don’t know what to say.'" 

Here are some ideas from Dr. Collins to consider:

  • Police on the TV cop shows often begin their conversation with a family member of someone who has died with “I’m sorry for your loss.” Even though it can come off as scripted, the statement acknowledges that at this point, for the person, it is the loss that matters most.
  • It would help if journalists could be trained to recognize the signs of when a person is in shock so they can avoid bombarding such a person with detailed questions about what happened. For a person in shock these are unanswerable questions and risk traumatizing the person further.   
  • I would like to see more emphasis on questions that may serve the needs of the person being interviewed while giving information to the journalist and to the public. Lead-ins to such discussions might include:
    • "Do you feel able to talk with me right now about what’s happened here?"
    • "What would you like the public to know about this situation?"
    • "Can you help me understand…?"

Regardless of whether you’re a new journalist or a seasoned veteran, covering a tragedy is never an easy assignment. Just remember who you’re dealing with, put yourself in their shoes and think of your approach.

Whether you're a reporter, blogger, author or other content creator, ProfNet can help you with your search for expert sources. Send a query to tens of thousands of experts and PR agents to find an expert you can quote on virtually any topic. The best part? It’s free! Start your search now: Send a query

0 Comments - Leave a Comment
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Thu, 12 May 2016 14:36:30 -0500 http://www.profnetconnect.com/evelyntipacti/blog/2016/05/12/tips_for_journalists_on_approaching_people_affected_by_tragedy http://www.profnetconnect.com/evelyntipacti/blog/2016/05/12/tips_for_journalists_on_approaching_people_affected_by_tragedy Covering tragedies is part of the job when you’re a reporter. It’s never something reporters like to do, but there’s no escaping it. If there’s been a homicide, you cover it. If there’s a fire, you cover it. You’ll likely encounter relatives of the victim, someone who’s lost their home, or someone else whose life has just been turned upside down.

Speaking to people who’ve either lost loved ones, witnessed a tragedy or who were involved directly in some way whether it be through a natural disaster, murder, fire, accident or something else, need to be spoken to carefully. It’s something that fills you with dread but it’s always part of the assignment. It breaks your heart. You’re human, although some may feel you’re not since you have such “nerve” to ask someone who’s been devastated how they’re feeling and sticking a microphone in their face.

How should you approach someone who’s hurting? Scott Sobel, a senior strategy and communications executive at communications firm kglobal and former major market and network journalist with several journalism awards, provided some advice:

  • Ask a friend, law enforcement officer or other mutual contact for an introduction to the grieving interview subject.
  • Always start conversations or interviews with the expression of condolences.
  • Mention any commonalities or empathy, as in, “I have kids, I can’t imagine what you are going through having just lost your child.”
  • Preface sensitive questions with a qualifying phrase, such as, “Mrs. X, I’m about to ask a very tough question about your loss, of course, you don’t have to answer. Do you mind if I ask …?”
  • If your question needs a linchpin answer, you might explain the social redemption aspect of the interview subject’s cooperation. This approach can also be used after you are first introduced and after you express condolences. Example, “Thank you for the interview, your help here will prevent other accidents in the future.”
  • Reconsider your interview request or questions when you see the subject becoming emotional, combative or physically unable to answer. The judgement is yours depending on circumstances.

Dr. Sheila K. Collins, a writer, keynote speaker, improvisational artist, and performer, also gave me some suggestions. Her award-winning book, Warrior Mother: Fierce Love, Unbearable Loss and the Rituals that Heal tells of her journeys with two of her three adult children and her best friend through their life-threatening illnesses and deaths. 

Dr. Collins says, "The issue you are looking at, how reporters approach victims of tragedy is a critical one, not only the reporter and the person being interviewed, but, in the radio and television media, the journalist becomes a model for the public as they encounter someone in their own neighborhood or network experiencing a tragedy. The most frequent comment I get from people about dealing with someone
else’s grief is, 'I don’t know what to say.'" 

Here are some ideas from Dr. Collins to consider:

  • Police on the TV cop shows often begin their conversation with a family member of someone who has died with “I’m sorry for your loss.” Even though it can come off as scripted, the statement acknowledges that at this point, for the person, it is the loss that matters most.
  • It would help if journalists could be trained to recognize the signs of when a person is in shock so they can avoid bombarding such a person with detailed questions about what happened. For a person in shock these are unanswerable questions and risk traumatizing the person further.   
  • I would like to see more emphasis on questions that may serve the needs of the person being interviewed while giving information to the journalist and to the public. Lead-ins to such discussions might include:
    • "Do you feel able to talk with me right now about what’s happened here?"
    • "What would you like the public to know about this situation?"
    • "Can you help me understand…?"

Regardless of whether you’re a new journalist or a seasoned veteran, covering a tragedy is never an easy assignment. Just remember who you’re dealing with, put yourself in their shoes and think of your approach.

Whether you're a reporter, blogger, author or other content creator, ProfNet can help you with your search for expert sources. Send a query to tens of thousands of experts and PR agents to find an expert you can quote on virtually any topic. The best part? It’s free! Start your search now: Send a query

0 Comments - Leave a Comment
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Implementing Communications Strategies to Elevate Patient Engagement The Healthcare Public Relations and Marketing Society of Greater New York (HPRMS) recently presented a panel discussion with AccentHealth regarding ways to optimize performance by implementing new ways to elevate patient engagement in order to drive results through strategic communication planning.

Today’s healthcare providers face increased accountability for patient care, patient satisfaction as well as greater competition. Donna Turgeon, the senior vice president of patient education services, and Erin Fitzgerald, the vice president of marketing at AccentHealth, gave detailed advice on how to:

  • Determine goals and what success looks like for your company.
  • Understand the wealth of resources available to increase patient engagement.
  • Create a marketing plan to reach those goals that begins within the walls of your organization and branches via multiple channels (e.g., digital solutions, events, contests).


Determine

You should align with internal stakeholder to define what success us for your organization. Success varies from organization to organization so it’s a good idea to get an idea of what would be considered a success. Here are some common goals to help you get started:

  • Increase patient retention.
  • Meet meaningful use requirements.
  • Manage practice more efficiently.
  • Update technology in your practice.
  • Enhance patient engagement.
  • Improve health outcomes.

Understand

Get involved in the community and put a face behind your brand. Leverage digital channels to advertise your involvement and keep current and prospective patients in on the action.

Within your organization

  • Host a free event with an on-site dietician.
  • Give a seminar on a health issue in which you specialize.
  • Have an open house/community meeting.

Outside of your organization

  • Sponsor a health fair.
  • Host a heart walk.
  • Facilitate a health screening.
  • Donate to a local charity.
  • Attend a conference.

Leverage Digital Channels to Market Your Practice & Retain Patients

Accurate and consistent information across all channels is the key to improving your reputation, increasing your ability to be found, and driving new patients from the web.

Examples

Social Media -- Facebook -- Stay connected with patients between appointments to increase likelihood of rebooking.

Online Directories -- Healthgrades -- Easily manage your online reputation.

Search Engines -- Google -- Gain a competitive advantage by coming up first in search results.

Email marketing -- Patient Newsletter -- Send alerts and health tips to keep patients engaged with their health.

Create

Having a TV spot professionally produced and buying local advertising can be costly, time consuming, and overwhelming. That’s where point-of-care patient education companies can help.

3-Step Approach to Creating a Balanced Marketing Plan

Build a foundation using point of care communication:

  • DIY Marketing: Create your own marketing materials and distribute throughout your organization. Promotional flyers, for example.
  • Patient Education Companies: Many provide complimentary marketing services, allowing you to broadcast professionally produced messages on state-of-the-art technology throughout your waiting and exam rooms.

Maximize Impact by Using Your Creative on Other Channels

Utilize your professionally-produced messages to branch out across multiple channels such as:

  • Digital Signage
  • Social Media
  • Internal/Patient Newsletter
  • Company Website

Target Additional Messaging As Needed

While you plan your marketing efforts, be sure to align with internal stockholders to prepare messaging to support your other initiatives such as:

  • New resourced for patients (patient portal)
  • Office expansions/changes (renovations)
  • Events (internal and external)
  • New service lines
  • Highlight new physicians and technologies

If your organization is not yet focused on patient outreach, start small and scale your efforts using channels that are performing best.

Optimize

Optimize patient engagement by setting clear goals and testing new tactics:

  • Measure your current baseline (patient retention rate).
  • Align internally on your goals (goal of patient retention rate).
  • Test tactics to optimize performance (contests/special promotions).

Benefits of Creating & Refining Your Marketing Strategy Starting at the Point of Care

  • Guaranteed patient reach.
  • Improved patient retention and engagement.
  • Decreased expenditure by utilizing complimentary practice messaging services.

Health System Case Study: Increasing Patient Engagement Starting at the Point-of-Care

AccentHealth’s Patient Education Solution

Driving Engagement Through Innovative Digital Products in Waiting and Exam Rooms:

  • Digital Exam Room Solution: Wall-mounted display features a patient education tablet and condition-specific brochures.
  • Digital Patient Education TV: Credible and engaging patient-focused educational content produced by CNN’s Medical Unit.
  • Educational Health Posters: Features relevant facts and digital extensions so patients can interact with additional content.

Case Study: Resolving Business Challenges Through Point of Care Marketing

Challenge: Raise patient awareness about and participation in monthly health events.

Work-Around: Dedicate valuable staff time to design and hang flyers on walls in the waiting rooms, as well as call patients to make them aware of the session and encourage them to register.

Solution: Leverage custom practice messaging on their AccentHealth TV to expose patients to the event details while they wait.

Results: Increased participation with less manual effort and increased staff productivity since they can focus on other activities to help drive practice success.

Whether you're a reporter, blogger, author or other content creator, ProfNet can help you with your search for expert sources. Send a query to tens of thousands of experts and PR agents to find an expert you can quote on virtually any topic. The best part? It’s free! Start your search now: Send a query

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Tue, 10 May 2016 14:48:45 -0500 http://www.profnetconnect.com/evelyntipacti/blog/2016/05/10/implementing_communications_strategies_to_elevate_patient_engagement http://www.profnetconnect.com/evelyntipacti/blog/2016/05/10/implementing_communications_strategies_to_elevate_patient_engagement The Healthcare Public Relations and Marketing Society of Greater New York (HPRMS) recently presented a panel discussion with AccentHealth regarding ways to optimize performance by implementing new ways to elevate patient engagement in order to drive results through strategic communication planning.

Today’s healthcare providers face increased accountability for patient care, patient satisfaction as well as greater competition. Donna Turgeon, the senior vice president of patient education services, and Erin Fitzgerald, the vice president of marketing at AccentHealth, gave detailed advice on how to:

  • Determine goals and what success looks like for your company.
  • Understand the wealth of resources available to increase patient engagement.
  • Create a marketing plan to reach those goals that begins within the walls of your organization and branches via multiple channels (e.g., digital solutions, events, contests).


Determine

You should align with internal stakeholder to define what success us for your organization. Success varies from organization to organization so it’s a good idea to get an idea of what would be considered a success. Here are some common goals to help you get started:

  • Increase patient retention.
  • Meet meaningful use requirements.
  • Manage practice more efficiently.
  • Update technology in your practice.
  • Enhance patient engagement.
  • Improve health outcomes.

Understand

Get involved in the community and put a face behind your brand. Leverage digital channels to advertise your involvement and keep current and prospective patients in on the action.

Within your organization

  • Host a free event with an on-site dietician.
  • Give a seminar on a health issue in which you specialize.
  • Have an open house/community meeting.

Outside of your organization

  • Sponsor a health fair.
  • Host a heart walk.
  • Facilitate a health screening.
  • Donate to a local charity.
  • Attend a conference.

Leverage Digital Channels to Market Your Practice & Retain Patients

Accurate and consistent information across all channels is the key to improving your reputation, increasing your ability to be found, and driving new patients from the web.

Examples

Social Media -- Facebook -- Stay connected with patients between appointments to increase likelihood of rebooking.

Online Directories -- Healthgrades -- Easily manage your online reputation.

Search Engines -- Google -- Gain a competitive advantage by coming up first in search results.

Email marketing -- Patient Newsletter -- Send alerts and health tips to keep patients engaged with their health.

Create

Having a TV spot professionally produced and buying local advertising can be costly, time consuming, and overwhelming. That’s where point-of-care patient education companies can help.

3-Step Approach to Creating a Balanced Marketing Plan

Build a foundation using point of care communication:

  • DIY Marketing: Create your own marketing materials and distribute throughout your organization. Promotional flyers, for example.
  • Patient Education Companies: Many provide complimentary marketing services, allowing you to broadcast professionally produced messages on state-of-the-art technology throughout your waiting and exam rooms.

Maximize Impact by Using Your Creative on Other Channels

Utilize your professionally-produced messages to branch out across multiple channels such as:

  • Digital Signage
  • Social Media
  • Internal/Patient Newsletter
  • Company Website

Target Additional Messaging As Needed

While you plan your marketing efforts, be sure to align with internal stockholders to prepare messaging to support your other initiatives such as:

  • New resourced for patients (patient portal)
  • Office expansions/changes (renovations)
  • Events (internal and external)
  • New service lines
  • Highlight new physicians and technologies

If your organization is not yet focused on patient outreach, start small and scale your efforts using channels that are performing best.

Optimize

Optimize patient engagement by setting clear goals and testing new tactics:

  • Measure your current baseline (patient retention rate).
  • Align internally on your goals (goal of patient retention rate).
  • Test tactics to optimize performance (contests/special promotions).

Benefits of Creating & Refining Your Marketing Strategy Starting at the Point of Care

  • Guaranteed patient reach.
  • Improved patient retention and engagement.
  • Decreased expenditure by utilizing complimentary practice messaging services.

Health System Case Study: Increasing Patient Engagement Starting at the Point-of-Care

AccentHealth’s Patient Education Solution

Driving Engagement Through Innovative Digital Products in Waiting and Exam Rooms:

  • Digital Exam Room Solution: Wall-mounted display features a patient education tablet and condition-specific brochures.
  • Digital Patient Education TV: Credible and engaging patient-focused educational content produced by CNN’s Medical Unit.
  • Educational Health Posters: Features relevant facts and digital extensions so patients can interact with additional content.

Case Study: Resolving Business Challenges Through Point of Care Marketing

Challenge: Raise patient awareness about and participation in monthly health events.

Work-Around: Dedicate valuable staff time to design and hang flyers on walls in the waiting rooms, as well as call patients to make them aware of the session and encourage them to register.

Solution: Leverage custom practice messaging on their AccentHealth TV to expose patients to the event details while they wait.

Results: Increased participation with less manual effort and increased staff productivity since they can focus on other activities to help drive practice success.

Whether you're a reporter, blogger, author or other content creator, ProfNet can help you with your search for expert sources. Send a query to tens of thousands of experts and PR agents to find an expert you can quote on virtually any topic. The best part? It’s free! Start your search now: Send a query

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Smart Freelancing Strategies for 2016 On Tuesday, May 3, we hosted our latest #ConnectChat, "Smart Freelancing Strategies for 2016," with our guest Lynn Freehill-Maye, an independent writer and co-chair for this year's American Society of Journalists Conference (ASJA).

Lynn discussed how to manage your time, marketing yourself, using social media, how to keep your career as a freelance writer fun, the ASJA conference in New York and more.

Please follow @ProfNet and @ProfNetMedia on Twitter for more information on future chats or check back right here on ProfNet Connect for details.

Lynn, please tell us about yourself and how you began your career as an independent writer.

I’m a proud journalism grad from @DrakeJMC, where I gained all the tools to report & write. I reported at Virgin Islands Daily News and edited @TheAlcalde. But the happiest three years of my life have been since I went freelance! I’ve lived and written on four continents now. There’s nothing like the time and geographic flexibility of freelancing.

What is your role with ASJA (American Society of Journalists and Authors)? 

Oh, I’m proud to be a member of @ASJAhq, the nation’s leading organization of nonfiction writers! This year I’m co-chairing the national conference, #ASJA2016, with my friend @cindykuzma.

Why is it a good time to be a freelancer at this point in time?

So many reasons to be excited about freelancing now! There are more outlets than ever -- new online publications, and more online content needs from traditional magazines. Culturally, I think we’re starting to value flexibility and work-life balance more—and freelancing has a definite appeal for that! And two more words: content marketing.  It’s smart storytelling from businesses and pays well! Content marketing is a growing side of freelancing.

Should a writer choose a specialty?

In a word, YES to choosing a writing specialty (or multiple). Many of us have wide-ranging curiosities, BUT choosing even a broad set of specialty topic areas really helps you focus publications to pitch. Specialties also help editors trust you as knowledgeable about certain subject areas. When you have a knowledge base, you save research and use time efficiently. And specialties help you develop a platform for if/when you want to write a book.

How can you increase your reach and have editors know you exist?

Twitter is a great start! Add editors to a list you start, like “GreatEds” then engage with them. Of course, pitching ideas directly is probably the single best way to connect with editors. Through @ASJAhq, we get the annual opportunity to meet editors in person, like this year at #ASJA2016, which always helps.

What are some of the best ways to market yourself?

Your own website is a nonnegotiable must-have to be a freelancer. It doesn’t have to be pricey, but it should be polished. Good news: pitching is marketing yourself! Send editors your ideas and link to your website. Look for surprising outlets. For instance, @jlwf says look at your direct mail. As a health writer, she contacted hospitals, etc., that sent her magazines and mailings. She now gets paid to write her own junk mail!

Is blogging a way to increase your visibility?

Yes, blogging can be extraordinarily effective! My blog is simple, a way to show editors my raw work and have occasional fresh draws to my website. For that my colleague @joanprice advocates a “rule-breaking” blog. Hers is on senior sex!

How do you leverage your writing with social media?

Headlines are the best attention-getters. Twitter’s 140 characters makes us better writers, teaching us to trim the fat. Don’t just say you’re a writer. Write in your voice -- the best way to promote yourself. Don’t just share your own content. Promote other writers -- and potential readers. No more than every five tweets should be about you.

What is the biggest mistake a freelance writer can make with regards to time?

So much to learn about time management! I’ve gained so much from author @lvanderkam on this. No matter how busy you are with projects, you must budget time to pitch and market yourself.

How do you resolve this issue of time mismanagement? It can keep you from getting the results you want so how do you fix it?

I tracked my time for one week, as @lvanderkam advises. How do you TRULY use the 168 hours we all have? First, measure that. For truly scary results, track the time you lose surfing online and on Facebook. (Pro tip: sign out!)

You MUST take regular, measured breaks or your mind will wander. I use the @PomodoroTech to great success. Blocks of 25-min concentration followed by 5-min breaks.

A lot of work goes into creating a freelance career – how can one keep it fun?

To keep freelancing fun, balance passion projects with big-payout work. @DawnReiss will share great thoughts at #ASJA2016. Follow your curiosity on those passion projects. Chase the stories that light you up. Develop a tribe of freelancing friends. Sharing ideas, contact info, feedback, jokes and support helps loads!

There's a misconception that freelancers don't help each other sometimes since it seems they're competing with one another. What's your take?

That's a real misconception—freelancers know there's enough business for all! Trusted friends help you flesh out ideas, outlets. Freelance writing is running your own business, so the rules of being an entrepreneur apply.

Do you recommend side jobs to keep a steady income and when (if) can you rely only on writing?

Side jobs can be good if they provide necessary income while you build up your freelance career. Side-job side benefits: if you're an extrovert who craves real-time interactions. A side job could also teach you a skill that’ll expand your skill set and increase your marketability. But no to side jobs if the work is taking you away from marketing time. You may be better off devoting that time to marketing each week and may make more money that way.

How do you keep the momentum going and keep getting clients?

Never neglect marketing! Always keep looking for new clients. From reaching out to local businesses to asking clients for referrals, there are always ways to grow your writing business. .@kellyjamesenger and her books have great marketing ideas.

Can you tell us about this year’s ASJA conference?

Oh, so pumped about the conference! #ASJA2016 takes place @RooseveltNYC May 20-21. We’ll bring together hundreds of authors, nonfiction writers and journalists with editors and agents.

We've got highly anticipated keynote and welcome addresses coming from @lvanderkam and @JoshLevs. We’re thrilled that New York Times Book Review editor @PamelaPaulNYT will be among the boldface names and the editor of @Harpers, @jamesamarcus, is among the many key speakers.

Business publications whose editors will field pitches include @Inc @FastCompany @FortuneMagazine @TheAtlantic. Editors from @BBCTravel @BudgetTravel @buzzfeedtravel @AARP will also field travel pitches. I could go on and on about the value of #writers #conferences in general and #ASJA2016 in particular.

Where can you register for it?

Register for #ASJA2016 at Asjaconferences.org . See you there!

Whether you're a reporter, blogger, author or other content creator, ProfNet can help you with your search for expert sources. Send a query to tens of thousands of experts and PR agents to find an expert you can quote on virtually any topic. The best part? It’s free! Start your search now: Send a query


0 Comments - Leave a Comment
]]>
Wed, 04 May 2016 14:30:34 -0500 http://www.profnetconnect.com/evelyntipacti/blog/2016/05/04/smart_freelancing_strategies_for_2016 http://www.profnetconnect.com/evelyntipacti/blog/2016/05/04/smart_freelancing_strategies_for_2016 On Tuesday, May 3, we hosted our latest #ConnectChat, "Smart Freelancing Strategies for 2016," with our guest Lynn Freehill-Maye, an independent writer and co-chair for this year's American Society of Journalists Conference (ASJA).

Lynn discussed how to manage your time, marketing yourself, using social media, how to keep your career as a freelance writer fun, the ASJA conference in New York and more.

Please follow @ProfNet and @ProfNetMedia on Twitter for more information on future chats or check back right here on ProfNet Connect for details.

Lynn, please tell us about yourself and how you began your career as an independent writer.

I’m a proud journalism grad from @DrakeJMC, where I gained all the tools to report & write. I reported at Virgin Islands Daily News and edited @TheAlcalde. But the happiest three years of my life have been since I went freelance! I’ve lived and written on four continents now. There’s nothing like the time and geographic flexibility of freelancing.

What is your role with ASJA (American Society of Journalists and Authors)? 

Oh, I’m proud to be a member of @ASJAhq, the nation’s leading organization of nonfiction writers! This year I’m co-chairing the national conference, #ASJA2016, with my friend @cindykuzma.

Why is it a good time to be a freelancer at this point in time?

So many reasons to be excited about freelancing now! There are more outlets than ever -- new online publications, and more online content needs from traditional magazines. Culturally, I think we’re starting to value flexibility and work-life balance more—and freelancing has a definite appeal for that! And two more words: content marketing.  It’s smart storytelling from businesses and pays well! Content marketing is a growing side of freelancing.

Should a writer choose a specialty?

In a word, YES to choosing a writing specialty (or multiple). Many of us have wide-ranging curiosities, BUT choosing even a broad set of specialty topic areas really helps you focus publications to pitch. Specialties also help editors trust you as knowledgeable about certain subject areas. When you have a knowledge base, you save research and use time efficiently. And specialties help you develop a platform for if/when you want to write a book.

How can you increase your reach and have editors know you exist?

Twitter is a great start! Add editors to a list you start, like “GreatEds” then engage with them. Of course, pitching ideas directly is probably the single best way to connect with editors. Through @ASJAhq, we get the annual opportunity to meet editors in person, like this year at #ASJA2016, which always helps.

What are some of the best ways to market yourself?

Your own website is a nonnegotiable must-have to be a freelancer. It doesn’t have to be pricey, but it should be polished. Good news: pitching is marketing yourself! Send editors your ideas and link to your website. Look for surprising outlets. For instance, @jlwf says look at your direct mail. As a health writer, she contacted hospitals, etc., that sent her magazines and mailings. She now gets paid to write her own junk mail!

Is blogging a way to increase your visibility?

Yes, blogging can be extraordinarily effective! My blog is simple, a way to show editors my raw work and have occasional fresh draws to my website. For that my colleague @joanprice advocates a “rule-breaking” blog. Hers is on senior sex!

How do you leverage your writing with social media?

Headlines are the best attention-getters. Twitter’s 140 characters makes us better writers, teaching us to trim the fat. Don’t just say you’re a writer. Write in your voice -- the best way to promote yourself. Don’t just share your own content. Promote other writers -- and potential readers. No more than every five tweets should be about you.

What is the biggest mistake a freelance writer can make with regards to time?

So much to learn about time management! I’ve gained so much from author @lvanderkam on this. No matter how busy you are with projects, you must budget time to pitch and market yourself.

How do you resolve this issue of time mismanagement? It can keep you from getting the results you want so how do you fix it?

I tracked my time for one week, as @lvanderkam advises. How do you TRULY use the 168 hours we all have? First, measure that. For truly scary results, track the time you lose surfing online and on Facebook. (Pro tip: sign out!)

You MUST take regular, measured breaks or your mind will wander. I use the @PomodoroTech to great success. Blocks of 25-min concentration followed by 5-min breaks.

A lot of work goes into creating a freelance career – how can one keep it fun?

To keep freelancing fun, balance passion projects with big-payout work. @DawnReiss will share great thoughts at #ASJA2016. Follow your curiosity on those passion projects. Chase the stories that light you up. Develop a tribe of freelancing friends. Sharing ideas, contact info, feedback, jokes and support helps loads!

There's a misconception that freelancers don't help each other sometimes since it seems they're competing with one another. What's your take?

That's a real misconception—freelancers know there's enough business for all! Trusted friends help you flesh out ideas, outlets. Freelance writing is running your own business, so the rules of being an entrepreneur apply.

Do you recommend side jobs to keep a steady income and when (if) can you rely only on writing?

Side jobs can be good if they provide necessary income while you build up your freelance career. Side-job side benefits: if you're an extrovert who craves real-time interactions. A side job could also teach you a skill that’ll expand your skill set and increase your marketability. But no to side jobs if the work is taking you away from marketing time. You may be better off devoting that time to marketing each week and may make more money that way.

How do you keep the momentum going and keep getting clients?

Never neglect marketing! Always keep looking for new clients. From reaching out to local businesses to asking clients for referrals, there are always ways to grow your writing business. .@kellyjamesenger and her books have great marketing ideas.

Can you tell us about this year’s ASJA conference?

Oh, so pumped about the conference! #ASJA2016 takes place @RooseveltNYC May 20-21. We’ll bring together hundreds of authors, nonfiction writers and journalists with editors and agents.

We've got highly anticipated keynote and welcome addresses coming from @lvanderkam and @JoshLevs. We’re thrilled that New York Times Book Review editor @PamelaPaulNYT will be among the boldface names and the editor of @Harpers, @jamesamarcus, is among the many key speakers.

Business publications whose editors will field pitches include @Inc @FastCompany @FortuneMagazine @TheAtlantic. Editors from @BBCTravel @BudgetTravel @buzzfeedtravel @AARP will also field travel pitches. I could go on and on about the value of #writers #conferences in general and #ASJA2016 in particular.

Where can you register for it?

Register for #ASJA2016 at Asjaconferences.org . See you there!

Whether you're a reporter, blogger, author or other content creator, ProfNet can help you with your search for expert sources. Send a query to tens of thousands of experts and PR agents to find an expert you can quote on virtually any topic. The best part? It’s free! Start your search now: Send a query


0 Comments - Leave a Comment
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