The Latest From the Schwartz Blogs

The countdown is on for RSA 2012 and in a few weeks, thousands of people will descend on Moscone Center for educational sessions, new product launches and discussions on next-generation cyber threats.

Vendors have many wonderful opportunities at the show to meet with influential journalists, industry analysts and other IT security experts as the show ‘unofficially’ kicks off a busy year in marketing, sales and public relations for many technology companies.

Being practical and creative is the best way make an impact at the show.

Schwartz MSL’s ‘Road to RSA’ provides pointers on how to make a marketing and public relations impact at the show.  Enjoy!

Social Media Working Group for Medical Device Companies
01-31-2012 2:47:43 PM EST

The majority of medical technology marketers navigating the social media waters have been waiting for an update or course of direction from the FDA regarding social media. Since holding a public hearing in 2009 on the “Promotion of FDA-Regulated Medical Products Using the Internet and Social Media Tools,” the FDA really hadn’t issued any guidance on what medical device companies wanted most—how to respond to adverse-event reporting via the emerging medium of electronic media.

As a healthcare public relations agency, we are constantly speaking with clients about Facebook, Twitter, Linked In and other vehicles to reach key audiences. While some medical device and pharma companies have jumped right in, others are more cautious, wanting to hear from the FDA before making a splash (if you let me continue with my water metaphors!).

In December, 2011, the FDA came out with a Draft Guidance but instead of focusing on adverse-even reporting like people expected, it provided recommendations for responding to unsolicited requests for off-label information related to their products. Check out the full report from the FDA.

This will most likely be a hot topic for discussion at the first meeting of the MassMEDIC working group on social media which is being held on Friday, February  3 (8:00 am) at Schwartz MSL. With participants from Philips, Palomar, Smith & Nephew and Vention Medical and moderated by Schwartz MSL Healthcare Practice Leader Jim Weinrebe, we expect a lively and educational session focused on how marketing, legal, regulatory and HR can work collaboratively. The event is open to all MassMEDIC members. Check back here for insights from the group that will be developing best practices for members.

B-Sides A Go During RSA
01-31-2012 12:54:54 PM EST

For those people that heard the recent rumors about the demise of Security B-Sides, it is being reported that the event will go on during the RSA Conference 2012 after all.

This year, RSA Conference organizers denied sponsors of their show the chance to sponsor another event within close proximity to Moscone Center.  With plummeting sponsor dollars B-Sides was likely to close the doors on this year’s event. But because of a generous sponsor the show will go on.

Read more of Steve Ragan’s coverage below:

http://www.thetechherald.com/articles/RSA-Conference-denies-bullying-B-Sides-San-Francisco/16142/

Med Tech Marketers - Don't Be Left On the Social Media Sidelines!
01-24-2012 3:33:45 PM EST

If you are a med tech marketer trying to make sense of how and when to engage in social media as part of your overall marketing mix then you don’t want to miss our next healthcare social media event. Schwartz MSL and MassMEDIC are co-hosting a free social media best practices working group for MassMEDIC members at our new conference center on Friday, February 3 at 8:00 a.m. in Waltham.

Representatives from Philips, Palomar, Smith & Nephew and Vention Medical will participate in a roundtable discussion on social media practices to discuss how marketing, legal, regulatory and HR can work collaboratively.

You'll also get insight into the FDA's draft guidance which was released in December 2011. Don't hold your breath - it's not comprehensive, not that you expected it to be - it offers suggestions on how to respond to requests related to off-label information for products. There is some good commentary out there -- check out  AdAge.com and the WSJ's Health Blog if you haven't already.

Reminder, the event is open only to MassMEDIC members and is free of charge

To register for the program, send an email to info@massmedic.com

Pay Attention to Mobile Health at HIMSS '12
01-13-2012 12:29:29 PM EST

By Brenna Hagy

HIMSS 2012 is right around the corner, and healthcare IT (HIT) companies are revving their engines to make the most of their time at the show. The Schwartz MSL Healthcare IT Practice Group spoke with Eric Wicklund, one of the industry’s top trade reporters. Eric is the editor at the newly launched mHIMSS website. He shared with us what he is looking forward to at the show and what topics and trends he’ll cover.


1.         What are you most looking forward to at HIMSS 2012?

HIT X.0, a sub-conference that will showcase some emerging mobile technologies, is sure to feature and attract the movers and shakers in healthcare. Also, the Exhibit Hall floor will offer an array of new and exciting tools and services. The Interoperability Showcase should also be interesting.

2.         What sessions are you looking to attend?

I’m looking forward to any and all tracks and other sessions having to do with mobile health, including those dealing with telehealth and telemedicine. I’m particularly interested in sessions examining how mHealth tools may be adopted to improve clinical workflow, and monitor and treat people with chronic conditions.

3.         What spurred the creation of the new mHIMSS website?

MedTech Media has been exploring the mobile health/telehealth market for two years and had identified it as a growing interest in the healthcare field. Combining our editorial expertise with the newly formed mHIMSS group seemed like a natural fit. The healthcare landscape of the future will rely more and more on new methods for delivering care and making sure it’s effective, and mobile health tools and telehealth will be at the forefront.

4.         Which topics and trends will you be covering on the new site?

Mobile health technology and practices, telehealth and telemedicine will be the three main topics. We will also focus on emerging and best practices, trends, consumer and professional applications, home-based healthcare, health and wellness tools, medical devices, grants, research and public policies, international programs, infrastructure, interoperability and data exchange, privacy and security.

5.         Do you think mHealth will be one of the top three trends at the 2012 show?

It’s a fast-growing trend, as evidenced by the number of mobile health and telehealth tools and projects seen in the Exhibit Hall at HIMSS11 in Orlando. Between educational tracks, the social media pavilion and HIT X.0 at HIMSS12, it’s safe to say mobile health will be one of the most discussed aspects of 2012.

6.         If you could tell mHealth vendors one thing, what would it be?

Don’t be afraid to be creative and experimental. The healthcare landscape of tomorrow will differ greatly from what we’re seeing today, with a shift away from facility-based care and toward mobile, home-based and telehealth care. Anything that can help the provider adapt to this new healthcare paradigm will be greatly appreciated.

HIMSS even has a mHIMSS track planned this year and Eric will be moderating a couple of panel discussions—take a break from the slots and check them out!

Schwartz MSL has created a Road to HIMSS 2012 Planning Guide to help you navigate the PR and marketing opportunities at the show, and give you useful advice on strategy, a timeline to help you plan ahead and even some tips on other fun things to do in Vegas. For further advice or information on how Schwartz MSL can partner with you, please contact Dave Close or Doug Russell in our Boston office at 781-684-0770, or Shannon Murphy in our San Francisco office at 415-512-0770, or send an email to healthcareIT@schwartzmsl.com.
 

War Stories and Business Ideas from CES
01-12-2012 3:59:03 PM EST

Walking through the halls of CES 2012, many people see flash and excess, maybe even view it as a signal that the economy is in recovery given that companies are spending money to share their story. What I saw was a lot of HARD WORK. Every banner that was visible to attendees was the thoughtful results of graphic designers, marketing teams, printers and who knows how many others --all before landing in the hands of someone with a forklift and support staff to dangle it from the rafters. 

In our work with client SimplyHired.com, we are closely examining the trends around employment and reminded regularly that it is a tough job market out there. The effort and enthusiasm from booth and convention staff was refreshing—no one was taking for granted the opportunity to earn a living.

On the flip side, attendees were grumpy! You couldn’t go anywhere in, around or near the convention center without overhearing a personal “war story” from one of the thousands of attendees. Gripes about cab lines, food options and the outrageous cost for any fill-in-the-blank item was the main topic of discussion. Many aspects of the convention experience is perceived as broken and it made me think “Where there is a market problem, enlies a business idea!” Cab shortages?

What about bike rentals or PediCabs?

Long lines for unhealthy lunch options? The hotels should sell healthy BROWN BAG LUNCHES! It would be nice to get people thinking about active-lifestyle alternatives.

Speaking of active lifestyles, there was an admirable cluster of Digital Health and Fitness  companies this year at CES. Everyone from Garmin to iHealth to Striiv, was showcasing new options for monitoring blood pressure and glucose levels or devices that keep you motivated to walk more (Striiv’s monitor, for example donates clean water to third world countries when its users hit certain milestones for daily movement).

I am anxious to see how this space shakes out from an adoption perspective. The amount of walking that was done over the course of the week makes CES attendees the perfect target for these devices. Maybe next year, someone can use the event as a test bed!

Other notable companies in the iLounge area were Mavizon, who was showcasing “Mavia” a socialization tool that ties into your car, Looxcie, a hands free camera with streaming capabilities, as well as Boost Case which won some CES award accolades for its slim cases that double battery life of your iPhone or iPod.  I also enjoyed seeing the buzz around one-time client Dish Network’s launch of “Hopper”

its new DVR offering. Hopper messaging was everywhere, but this is the one I wanted to bring back to the office. It would be perfect for an office group nap!

Did you attend CES? Please send me a note at kangell at schwartzmsl dot com or comment here. I would love to hear your war stories or business ideas, maybe this time next year it will be in beta…


 

Tell Your Mobile Story at CTIA
01-11-2012 10:23:42 AM EST

This May, the wireless industry will gather for one of its biggest events, CTIA Wireless. In addition to the trade show packed with vendor booths, the event will offer a variety of educational sessions. This presents an excellent opportunity for executives at forward-thinking wireless and mobile companies to position themselves as thought leaders at one of the industry’s most significant events. CTIA is currently accepting proposals for potential panelists and presenters at the event. This is an excellent way to build a reputation as a leader in wireless. Here are some of the tips we offer to our clients seeking speaking positions.

•    Develop your proposal around a hot topic. The mobile industry is innovating quickly in a number of areas, from mobile payments to mobile device management, machine-to-machine communications and dozens of other areas that impact both consumers and businesses. These sweeping trends are catching the attention of CTIA attendees – your buyers. The speaking organizers at CTIA have assembled an agenda that helps explain emerging trends to attendees. In your proposal, focus on the emerging and broad trends where you can offer expertise.

•    Struggling to find a topic that’s best for you? Engage in discussion with analysts in your market space and ask them what they’re hearing from the industry. Your investors can also be useful in providing a bird’s-eye view. Also comb through magazines and blogs for the hot topics that are most relevant to the industry.

•    Develop relationships with decision-makers at CTIA. On a daily basis, CTIA staff and executives communicate with the industry’s leaders. Meet with influential leaders at CTIA team to share your opinions about industry trends from the front lines. You may then find yourself invited to speak on a panel.

•    Propose a full panel, not an individual speaker. Executives from the leading companies in the mobile industry are chosen as keynote speakers and panelists. However, if you’re with a smaller company, you’ll need to get strategic. Think of the relationships you’ve built and leverage them. Is there a well-regarded analyst that shares your views? Do you have a customer that can provide real-world insight into your topic? How about a key partner from a highly visible wireless organization? Assemble a panel with all of these experts and offer an irresistible proposal to CTIA.

•    If you are invited to speak at CTIA, pull out all the stops to make sure you ace the assignment. The CTIA staff closely monitor the success of individual speakers and panels. If your session attendees rate you highly, you have a greater chance of being invited back.

Make sure to get your speaking submission in by the deadline of January 15th. The competition for speaking opportunities is high, but the time spent in crafting a successful abstract is well worth the effort.

Need guidance in preparing a speaking submission? For further insight contact Schwartz MSL Boston at (781) 684-0770. The agency’s wireless practice represents some of the leading companies in mobile, and we can help you, too.

"HIMSS - IT Security Companies Ask: What's in it for us?"
01-11-2012 09:15:36 AM EST

Schwartz MSL’s IT Security clients often ask if attending HIMSS is worth their time and investment. Though many of these technology vendors often have customers in the healthcare vertical, they aren’t delivering pure-play HCIT products like EMRs, clinical decision support tools or healthcare billing platforms. Although HIMSS is the largest and most well-attended show dedicated to HCIT, the answer for IT Security companies and general tech companies, for that matter, isn’t so clear cut.

When discussing with clients the decision to attend or plan a larger presence through exhibiting or sponsorship at HIMSS, we pose the following questions:

What do you want to get out of the conference? In the past, even some of the largest HCIT vendors have commented that lead generation at previous HIMSS events has been moderate. Though the event attracts technology buying decision makers, the show is ‘noisy’ with hundreds of companies competing for booth traffic and general awareness. Typically, attendees are looking for specific HCIT solutions and may not yet be thinking about technology investments they should make to support a HCIT deployment. Where HIMSS may not always deliver in leads, it does provide a fertile environment for vendor networking. Dozens of companies announce partnerships and plant seeds for many more. A trip to Vegas may be a cost-effective way for your company to get some face time with bigger HCIT players.

One constant at HIMSS is the strong media presence. For companies that are new to the healthcare industry, there is a good opportunity to schedule introductory briefings with editors and analysts to educate them on how your technology fits into the HCIT landscape. As with any media outreach, they will be most interested in news, learning about your company’s overarching strategy and roadmap, and hearing about your customers.

How advanced is your healthcare messaging? The healthcare industry is experiencing dramatic changes in terms of payment and care delivery models. HCIT will play a big role in supporting new models, such as pay-for-performance and ACOs. The industry recognizes a huge potential for support technology – particularly storage and security components that will be critical as more healthcare organizations digitize their records while working to comply with regulations, and IT consulting and integration to optimize IT investments and manage complex IT networks. Technology companies that want to succeed in the healthcare vertical must clearly articulate and illustrate their value proposition for their product and services within the healthcare market and be prepared to relay those messages to many audiences at the show, namely vendors, analysts, media and attendees. Schwartz MSL leverages our healthcare experience to help clients craft healthcare-specific messaging.

Can you tell a customer story? One of the best ways to advance your healthcare-specific messaging is to use a healthcare customer. Inviting a customer to join you at HIMSS – whether at a booth or on the show floor – is a great draw for media. Reporters and editors want to hear firsthand how your customers use your technology to meet their needs.

Here is a strategy that worked well for Schwartz MSL client Circadence, a company that provides WAN and network optimization solutions, at HIMSS 2011. Although they didn’t have a customer on hand, Circadence executives met with key reporters, including Jim Knaub at Radiology Today, and shared the experience of their customer Imaging Associates of North Mississippi Magnolia (IANMM), which uses Circadence MVO to ensure rapid, reliable and secure delivery of large image transfers. The executives recounted the customer’s process from evaluation through implementation while communicating clear, quantitative ROI. The result: a follow-up conversation between the customer and editor after the show, translating to a cover story. To view that story, visit Radiology Today. Since the story ran, Circadence has expanded its presence in healthcare, providing WAN and network optimization for images, electronic health records and now the ability to access critical healthcare information on any mobile device.

After reviewing these questions, consider dipping your toe in the HIMSS pool by sending a few executives as attendees. Investing in attendee passes is much less expensive than sponsoring a booth, plus it gives executives the time to walk the show floor and network with other vendors, potential partners and the media. Register before January 23 for the standard rate.

Schwartz MSL has had a long-standing presence at HIMSS and will have HCIT practice group members at the 2012 show. We’re less than eight weeks away, but there’s still time to plan and make a significant impact.  For further advice or information on how Schwartz MSL can partner with you, please contact Bill Keeler in our Boston Office at 781-684-0770, or send an email to bkeeler@schwartzmsl.com.

What Journalists Want at HIMSS '12
01-10-2012 10:12:06 AM EST

by Shweta Agarwal

Journalists attending HIMSS 2012 are filling out their calendars, planning their schedules and starting to look at which vendor meetings will be worth their time. If you are looking to get your company or product on the docket of the influencers who can elevate you above the noise, now is the time to put the wheels into motion.

Instead of inundating the inbox of every single media attendee on the HIMSS media list, plan ahead and craft a meaningful public relations strategy that can help put your company in front of the right audience. Joe Goedert, a prominent and respected healthcare IT (HCIT) reporter at Health Data Management and someone with whom Schwartz MSL has worked for many years, offered some tips to make the meetings at HIMSS successful. He encourages vendors to get in touch with the editors well in advance as schedules fill up fast. Typically, editors review all the meeting requests to shortlist the companies they want to meet with and assign them to appropriate staff members. Do not panic if you don’t hear from journalists immediately. Give them some time to plan their schedules before you follow-up again.

Joe also emphasizes the significance of staying away from marketing speak and technical jargon when describing your product or service. However cool your product or technology may be, unless you can’t explain the benefits upfront in simple English, you will not be able to engage with a reporter for long. Always have an elevator pitch ready that clearly articulates the value proposition that you bring to the market.

Joe offers many other useful tips on how vendors can make the meetings at HIMSS more meaningful and productive in this blog post, titled, “Tips for Meeting with Reporters at HIMSS.”

With 4,700+ exhibitors hoping to secure mindshare from 30,000+ delegates and media attendees, it’s easy to get lost in the noise. Planning early and maximizing your strategic communications program before, during and after the event is an absolute must.

Schwartz MSL has created a Road to HIMSS 2012 Planning Guide to help you navigate the PR and marketing opportunities at the show, and give you useful advice on strategy, a timeline to help you plan ahead and even some tips on other fun things to do in Vegas. For further advice or information on how Schwartz MSL can partner with you, please contact Dave Close or Doug Russell in our Boston office at 781-684-0770, or Shannon Murphy in our San Francisco office at 415-512-0770, or send an email to healthcareIT@schwartzmsl.com.

Have a Healthcare Play? Consider Going to HIMSS 2012
01-05-2012 11:32:25 AM EST

by Mercedes Carrasco

Schwartz MSL’s tech clients often ask us if attending HIMSS is worth their time and investment. These technology vendors might have a significant play in the healthcare vertical, but aren’t delivering pure-play HCIT products like EMRs, clinical decision support tools or healthcare billing platforms. Although HIMSS is the largest and most well-attended show dedicated to HCIT, the answer for general tech companies isn’t so clear cut.

When discussing with clients the decision to attend or plan a larger presence through exhibiting or sponsorship at HIMSS, we pose the following questions:

What do you want to get out of the conference? In the past, even some of the largest HCIT vendors have commented that lead generation at previous HIMSS events has been moderate. Though the event attracts technology buying decision makers, the show is ‘noisy’ with hundreds of companies competing for booth traffic and general awareness. Typically, attendees are looking for specific HCIT solutions and may not yet be thinking about technology investments they should make to support a HCIT deployment.

Where HIMSS may not always deliver in leads, it does provide a fertile environment for vendor networking. Dozens of companies announce partnerships and plant seeds for many more. A trip to Vegas may be a cost-effective way for your company to get some face time with bigger HCIT players.

One constant at HIMSS is the strong media presence. For companies that are new to the healthcare industry, there is a good opportunity to schedule introductory briefings with editors and analysts, to educate them on how your technology fits into the HCIT landscape. As with any media outreach, they will be most interested in news, hearing about your company’s overarching strategy and roadmap, and customers.

How advanced is your healthcare messaging? The healthcare industry is experiencing dramatic changes in terms of payment and care delivery models. HCIT will play a big role in supporting new models, such as pay-for-performance and ACO. The industry recognizes a huge potential for support technology – particularly storage and security components that will be critical as more healthcare organizations digitize their records while working to comply with regulations, and IT consulting and integration to optimize IT investments and manage complex IT networks. Technology companies that want to succeed in the healthcare vertical must clearly articulate and illustrate their value proposition for their product and services within the healthcare market and be prepared to relay those messages to many audiences at the show, namely vendors, analysts, media and attendees. Schwartz MSL leverages our healthcare experience to help clients craft healthcare-specific messaging.

Can you tell a customer story?
One of the best ways to advance your healthcare-specific messaging is to use a healthcare customer. Inviting a customer to join you at HIMSS – whether at your booth or on the show floor – is a great draw for media. Reporters and editors want to hear firsthand how your customers use your technology to meet their needs.

Here is a strategy that worked well for Schwartz MSL client Circadence, a company that provides WAN (Wide Area Network) and network optimization solutions, at HIMSS 2011. Although they didn’t have a customer on hand, Circadence executives met with key reporters, including Jim Knaub at Radiology Today, and shared the experience of a customer, Imaging Associates of North Mississippi Magnolia (IANMM), that uses Circadence MVO to ensure rapid, reliable and secure delivery of large image transfers. The executives recounted the customer’s process from evaluation through implementation while communicating clear, quantitative ROI. The result: a follow-up conversation between the customer and editor after the show, which became a cover story. To view that story, visit Radiology Today. Since the story ran, Circadence has expanded its presence in healthcare, providing WAN and network optimization for images, electronic health records and now the ability to access critical healthcare information on any mobile device.

After reviewing these questions, consider dipping your toe in the HIMSS pool by sending a few executives as attendees. Investment in attendee passes is much less expensive than sponsoring a booth, plus it gives executives the time to walk the show floor, and network with other vendors, potential partners and the media. Register before January 23 for the standard rate. And while you’re there, take advantage of Las Vegas in February and dip another toe in the pool at Venetian’s Tao Beach.

Schwartz MSL has had a long-standing presence at HIMSS and will have HCIT practice group members at the 2012 show. We’re less than eight weeks away, but there’s still time to plan and make a significant impact.  Schwartz MSL created a Road to HIMSS 2012 Planning Guide to help you navigate the PR and marketing opportunities at the show. Download the guide for free here.

For further advice or information on how Schwartz MSL can partner with you, please contact Dave Close or Doug Russell in our Boston office at 781-684-0770, or Shannon Murphy in our San Francisco office at 415-512-0770, or send an email to healthcareIT@schwartzmsl.com.

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