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Top Five Tips for Communicating about Artificial Intelligence in Healthcare

Jul 5, 2018 4:39:06 PM / by John Kouten, CEO posted in digital communications, digital marketing, life science marketing, life science PR, life science communications

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Artificial Intelligence (AI) is all around us and is improving almost every facet of our lives. As a life science-focused public relations firm, JFK Communications is most interested in how AI will improve human life and how the Biotech and Pharmaceutical industry will utilize AI.  Already we are seeing companies such as Insilico Medicine collaborating with GSK to accelerate drug discovery.  As well as Flatiron, which is using big data, technology and AI to improve cancer outcomes one patient at a time.

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Public Relations ROI: Reporting Results that Grow Budgets

May 29, 2018 10:04:36 AM / by John Kouten, CEO posted in digital communications, digital marketing, life science marketing, life science PR, life science communications

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Public relations return on investment (ROI) is a constantly debated topic. Unlike sales, advertising, and marketing -- public relations has traditionally been more difficult to track. So how do you know if your PR efforts are accomplishing what you set out to accomplish?

The following list can help:
  • Plan the work; work the plan. All public relations plans should include objectives, strategies, tactics, timelines, budgets and expected outcomes. The public relations agency and client should be in agreement regarding reasonable expectations.
  • Establish mutually agreed-upon metrics. After the PR agency and client agree on metrics, it’s the agency’s job to report and deliver on the metrics. One of the best ways to do this is by tying results back to the client’s main objectives.
  • Build relationships. While difficult to quantify, most clients desire strong relationships from its PR partner. Relationships with media, KOLs, patient advocacy groups, and influential academic and governmental press officers. Set a goal of how many relationships you will establish and nurture for your client.
  • Quantify media placement value. Negotiate with your client the value of different kinds of earned media placements. A national mainstream TV or newspaper placement may carry more weight than an online trade magazine.
In addition to these considerations, good PR firms should also develop dashboard metrics for the following PR deliverables:
  • Development of approved media messages;
  • Number of journalists relationships;
  • Social media engagement metrics;
  • Number of patient advocacy engagements;
  • Development and maintenance of an online press room;
  • Number of blogger relationships;
  • Development and management of an issues management process;
  • Development of approved corporate Q&A; and
  • Number of media-trained spokespersons.

Dashboard tracking should be used to efficiently track metrics. ROI Dashboards report successfully completed, in progress, and failed-to-complete metrics. Dashboards help keep an honest and open relationship with the client and the agency. It can reveal flaws in a plan unknown in the beginning of the relationship.

If your agency is not offering any ROI or dashboard metrics, ask them why. If you are not requiring any ROI metrics from your agency, you should consider building expectations up front. This will contribute to the agency/client trust and contribute to a long-term relationship and PR success.

If you are seeking better PR metrics, please download our new E-book: Maximizing Public
Relations Agency ROI -- A Focus on Life Science Organizations.

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Rare Diseases are Not so Rare

Mar 7, 2018 4:00:46 PM / by John Kouten, CEO posted in digital communications, digital marketing, life science marketing, rare diseases, orphan drugs, life science PR, life science communications

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JFK Communications attended the sixth annual Rare Disease Day in Trenton.  This critical event was convened to draw attention to the need for greater awareness of, and investment in, rare disease treatments.

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Top 10 Life Science Blogs

Feb 21, 2018 3:46:22 PM / by John Kouten, CEO posted in digital communications, digital marketing, life science marketing

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As life science marketers and communication experts, we must stay abreast of the 24-hour pharma, biotech and medical technology news cycle. Our life science public relations partners rely on our ability to stay plugged-in and apply this knowledge to our strategic communication consulting.

Following is our top-10 list of life science blogs to keep life science marketers plugged-in and on the pulse of the pharma/biotech industry.

Feedback welcome! Let us know why this list stinks and why yours is better. Thanks for reading!!

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Use Infographics to Tell Your Complex Life Science Story

Oct 23, 2017 10:55:59 AM / by John Kouten, CEO posted in digital marketing, content marketing, life science marketing

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As life science communicators, we know that the story is everything. And, as we witness the emergence of new technologies designed to treat diseases in a more effective and targeted way, the stories can get very complicated. The explosion of immuno-oncology treatments and gene expression profiling tools will improve our ability to deliver precision medicine solutions through increased efficacy, fewer side effects, and improved economic outcomes.

But with all these improvements, life science innovators are challenged to explain these advances to the non-scientist. Physicians, patients, caregivers, and investors need help understanding these complex technologies.

Infographics to the Rescue

A picture is worth a thousand words. An infographic (information graphic) is a representation of information in a graphic format designed to make the data easily understandable at a glance. Infographics can also simplify large amounts of data, graphically reveal data patterns and relationships and show data variables over time. Infographics predate writing as a means of disseminating information -- cave drawings are probably the earliest known example. People were also creating and using maps before the advent of written language.

Thankfully the proliferation of smart-phone technology and an almost universal access to digital media channels, provides an ideal palate for infographics. Digital media channels enable the development of infographics combined with the powerful benefit of liking, sharing, commenting and dialogue.

Top 5 free Infographic Tools

Thankfully a plethora of tools exist to help you get started making your own infographics.
  1. Canva: Canva helps make design simple. Whether you’re a design newbie or a seasoned professional, Canva makes creating designs and documents easy through its collection of professionally-designed layouts.
  2. Infogram: Infogram offers over 35 interactive charts and more than 500 maps to help you visualize your data. Create a variety of charts including column, bar, pie, or word cloud. You can also add a map to your infographic or report.
  3. Visme: Visme helps turn static infographics into interactive infographics with built-in animations. When you share your infographic as a URL, visitors will see the animated infographic upon visiting and as they scroll down the page depending on the animations you have set.
  4. Venngage: Venngage is focused on infographics. Unlike many other services who offer to create slideshows, reports, and wireframes, Venngage promises that it can help you to create a beautiful infographic in just three easy steps.
  5. Piktochart: There's a team of designers behind Piktochart’s 500 infographic templates. Templates are updated on a weekly basis and include icons, photos/videos, charts, and maps that you can drag and drop into your infographic – there's no need to search around the web for hours to find what you need.
We welcome your feedback. Please let us know if this information has been helpful. Please feel free to share any feedback regarding our blog, especially your experience utilizing infographics. And if you need help developing your infographics, please reach out and challenge us.
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Start-Up Life Science Dilemma – To PR or not to PR?

Oct 11, 2017 12:14:49 PM / by John Kouten, CEO posted in public relations, digital marketing, life science marketing

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As the leader or CEO of a life science start-up or mid-stage, your company reputation and your proprietary technology are your main priorities.

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