We hope everyone has enjoyed our “Getting to Know” series featuring journalists, industry thought leaders and fellow colleagues. You may have noticed that we went a bit over 20 interviews - but since we got such a great response, we wanted to include everyone! One theme consistent among the healthcare PR and marketing practictioners as well as the journalists we spoke with—working in healthcare is exciting, challenging and most of all rewarding. Perhaps David Freeman said it best: “healthcare has a way of stripping the business veneer away and reminding you of what’s at stake and how you make a difference in a way that I imagine few industries can.”
Schwartz Healthcare Practice Leader and Executive Vice President Nigel Smith, closes out our special 20th Anniversary series with a video commentary on what’s next for public relations, including content marketing and the vital incorporation of digital, video and SEO with traditional PR. Enjoy!
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Posted by Lauren Arnold on December 9, 2010 at 11:13 AM
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Name: Sherry Feldberg
Title: Director
Company: Schwartz Communications
My first Schwartz healthcare client was: Philips Medical Systems.
What I like most about working in healthcare is: the opportunity to empower people to take charge of their healthcare by educating them about the latest tools available for a variety of conditions/ diseases.
When I’m not working, I like to: spend time with my family, watch my favorite shows including Grey's Anatomy, Private Practice and Mad Men, and travel.
Who had the biggest influence on your career?: That's a tough one. Pretty much every Vice President in Schwartz's healthcare practice has helped me become the professional I am today.
People would be most surprised to learn that: while I tend to be "type A" at work, I am not quite that way at home. For example, sometimes I leave the dishes unwashed in the sink and my daughter's toys all over the living room before going to sleep at night. The horror, I know!
If I wasn’t in healthcare, I would probably be: a therapist.
You can find me: sfeldberg@schwartzcomm.com, @sherryfeldberg; http://www.linkedin.com/pub/sherry-feldberg/11/81a/465
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healthcare PR,
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Posted by Lauren Arnold on at 9:43 AM
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Name: Doug Russell
Title: Vice President
My first Schwartz healthcare client was: Over the past five years at Schwartz, I’ve shifted to an account load that predominantly consists of healthcare IT clients. But some of my earliest work here touched on the healthcare vertical (Honeywell Specialty Materials with pharmaceutical packaging), also some of my HR-focused clients were heavily focused on staffing solutions for the healthcare industry.
What I like most about working in healthcare is: It’s fun to see a company go from “stealth” mode to becoming a leader in its field and make meaningful contributions to how healthcare is delivered. I’ve also greatly enjoyed collaborating with organizations dedicated to helping wounded veterans, those with physical disabilities and families struggling with depression.
When I’m not working, I like to: Travel, ski, try new restaurants, read, enjoy my ever-growing music collection and spend time with my wife and ten year-old son, Nate. Do things that are related to Italy, where I grew up. Collect miscellaneous things like advertising icons, antique apothecary jars and vintage vinyl.
Who had the biggest influence on your career?: Over the years, I’ve been lucky to have many mentors here at Schwartz. This place attracts a smart and talented bunch. It’s been a particular pleasure working with and learning from Dave Close, our GM, and frequent collaborator on dozens of projects in our healthcare technology practice.
People would be most surprised to learn that I: I can speak fluent French…in Russian.
If I wasn’t in healthcare, I would probably be: I would be working for an organization dedicated to solving global health issues – I especially admire the work of the Gates Foundation.
You can find me at:
drussell@schwartzcomm.com
http://www.linkedin.com/in/douglasrrussell
http://twitter.com/DougRRussell
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healthcare IT PR,
healthcare PR,
public relations,
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Posted by Risa Goldman Burgess on December 8, 2010 at 2:29 PM
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Name: David Freeman
Title: President
Company: Freeman & Associates Consulting
My first job in healthcare was: My first job in healthcare was as a PR Specialist and Tradeshow Manager at HP Medical, in the headquarters operation. I was 26 years old and I remember the feeling of awe when I first came to the company for an interview (the first of 9 interviews). HP was famous at the time for its open workplace environment (read low cubicles). As I rounded a corner I looked across a huge expanse of desks and people and computers on every desk!
It was a great start in healthcare because I had the opportunity to learn about HP’s entire portfolio as well as travel to conferences like the American Heart Association and American College of Cardiology, where I got to interact with clinicians, sales reps and marketing professionals from around the world.
What I like most about working in healthcare is: It’s of course trite to say that I work in healthcare to make a difference. And that the industry attracts good, smart and caring people. All true. But working in an office, caught up in conference calls and cross-functional meetings, a challenging regulatory environment, demanding quality system requirements, it can be easy to forget why I feel so passionate about being in healthcare.
However healthcare has a way of stripping the business veneer away and reminding you of what’s at stake and how you make a difference in a way that I imagine few industries can. Every time I visit a hospital on business, suit and tie, folio in hand, there’s a moment when the environment breaks through and I realize that I’m surrounded by people in crisis and that I’m connected to assessing and preserving health.
I was a pediatrics product manager when the first Iraq war broke out. We were racing to develop a pediatric transesophageal ultrasound imaging transducer. The miniaturization of the electronics was pushing state of the art at the time but my clinical trial sites at children’s hospital in the U.S. and U.K. had conveyed how important this innovation would be to assess surgical repair of congenital heart defects from behind the heart, out of the sterile field, after the repair but before the chest was closed.
The European OEM firm we were working with to develop the transducer had a sister division that got caught up in the night-vision scandal and the State Department put the entire company on hold for business with the U.S. Six months in on a scheduled nine month project we scrambled to find an alternate firm to work with to restart our effort. Our schedules slipped and while we kept our clinical trial sites informed, one day the head of Pediatric Echocardiography from the largest of the U.S. children’s hospitals reached me by phone at my desk. He proceeded to tell me about a patient they had lost on the table the day before and that the transducer might have saved the patient’s life. He was upset and emotional and asked me what was taking us so long.
Similarly, I was involved with Schwartz to build awareness of sudden cardiac arrest from the early days when every new airline placing AEDs on board was still news. At each turn, as we worked with corporations, public places, schools and home users, the calls would come in…hi, my name is (pick a name)…and I’m just calling to thank you because my (husband, father, daughter…) was saved by your device.
It’s that vital connection to people, to saving and preserving lives, that keeps me loving this industry.
When I’m not working, I like to: We have four kids and I love spending time with them. Other interests include music (jazz and chill), taking nature photographs, writing poetry, and keeping up with the world and technology.
Who had the biggest influence on your career?: A woman named Cynthia Danaher, who was at HP, has been the most influential person on my career. She heard me interacting with customers on the trade show floor (when I was in my first healthcare job) and recruited me to work in the ultrasound business. She demonstrated a mix of three qualities as a manager that I admire to this day: (1) The ability to personally connect with people, (2) Passion for advancing the business, and (3) Intellectual rigor of the work she did and asked of her team. I learned an enormous amount from Cynthia and HP about management, marketing excellence, and corporate ethics.
People would be most surprised to learn that I: Went to a canoe/survival camp when I was 15 years old in Northern Canada where I learned to portage wood canvas canoes for up to five miles and survived 5 days in the woods with nothing but a match and a knife.
If I wasn’t in healthcare, I would probably be: If I wasn't in healthcare I would probably be an unknown writer.
You can find me at (email, Twitter, LinkedIn):
Web: www.freemanb2b.com
LinkedIn: http://tinyurl.com/26shj26
Blog: www.freemanure.wordpress.com
Twitter: @freemanb2b
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Schwartz Communications
Posted by Jayme Maniatis on December 7, 2010 at 12:31 PM
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Name: Lauren Arnold
Title: Vice President
Company: Schwartz Communications
My first Schwartz healthcare client was: Cyberonics in 1997. We started working with them 4 days before FDA approval so it was a hectic and demanding week like I had never experienced before. From faxing reporters the news release to FedExing press kits, how we do things may have changed, but what has remained constant since that FDA approval is the thrill of seeing news stories that have an impact on patients and their families.
What I like most about working in healthcare is: the great life-changing impact our clients’ technology has on patient’s lives and their families. From artificial hearts to participation in life-saving clinical trials to digital hearing aids that allow grandparents to hear their grandchildren clearly for the first time, the technology and medicine we publicize is making people’s lives better every day.
When I’m not working, I like to: spend time with my family, including my 7 month son who I’m still hoping will get my curly hair; read; and unwind watching tv.
Who had the biggest influence on your career?: My mentors and colleagues who inspire me daily to do the best job I can.
People would be most surprised to learn that I: think I would make a great detective, although I get scared easily.
If I wasn’t in healthcare, I would probably be: a writer of children’s books featuring my dog Piper and her Lazybones Detective Agency.
You can find me at: larnold@schwartz-pr.com, @LaurenaPR, http://www.linkedin.com/pub/lauren-arnold/2/42b/3a3
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healthcare PR,
healthcare public relations,
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Posted by Lauren Arnold on December 2, 2010 at 7:46 AM
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Name: Mike Miliard
Title: Managing Editor
Company: Healthcare IT News
My first reporting job was: My first-ever reporting job was as a writer for the Boston Phoenix, an alternative newsweekly where I worked for more than 10 years. My first big reporting job in the healthcare field was more recent -- at HIMSS10 in Atlanta this past February, just a few weeks after starting at Healthcare IT News. It was quite an introduction to an exciting and fast-moving industry!
What I like most about working in healthcare is: With so much going on across the breadth of the IT space, there's never a shortage of interesting stories to write.
When I'm not working, I like to: Get outdoors with my wife and explore my beautiful home state of Maine.
Who had the biggest influence on my career: Too many people to name.
People would be most surprised to learn that I: Have somehow never been to the West Coast.
If I didn't work in healthcare, I would probably be: In college, my dream was to work in academia as a James Joyce scholar; I even studied at his alma mater in Dublin.
You can find me at: mike.miliard@medtechmedia.com, http://www.linkedin.com/pub/mike-miliard/2/251/669
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healthcare IT PR,
healthcare PR,
healthcare public relations,
Schwartz communications
Posted by Risa Goldman Burgess on December 1, 2010 at 9:44 AM
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Name: Jon Siegal
Title: Director
Company: Schwartz Communications
My first Schwartz healthcare client was: the Sleep Well, Be Healthy campaign to raise awareness of obstructive sleep apnea.
What I like most about working in healthcare is: the positive impact our work has in improving the lives of patients.
When I’m not working, I like to: spend time with the two women in my life, my wonderful wife and my just-as-wonderful Labrador retriever. As a Patriots season ticket holder you can find me at Gillette Stadium in the Fall. Beyond that, I’m always on the hunt for the next great steakhouse in Boston or wherever my travels take me.
Who had the biggest influence on your career?: I basically fell into healthcare PR, so I can’t pinpoint one person. However, I soon realized the effect of our work and became hooked.
People would be most surprised to learn that I: began to lose my hair in high school. I enjoy being bald, but I didn’t have much of a choice.
If I wasn’t in healthcare, I would probably be: in aviation, sports or casino gaming.
You can find me at: jsiegal@schwartzcomm.com; @PRJon; www.linkedin.com/in/jonsiegal
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Posted by Lauren Arnold on November 30, 2010 at 9:33 AM
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Name: Amy Capetta
Title: Freelance writer for websites and national magazines, including AOL Health
Company: Independent
My first reporting job was: At a start-up teenage newspaper. It didn't survive very long, but it was fun while it lasted.
What I like most about working in healthcare is: knowing that my stories may be improving the lives of others.
When I’m not working, I like to: laugh, cook, bake, power walk, watch TV, go to the movies and shop for bargains.
Who had the biggest influence on your career?: It started with Judy Blume...she made writing seem so damn easy!
People would be most surprised to learn that I: Do my best writing while listening to Howard Stern.
If I wasn’t in healthcare, I would probably be: a therapist. Oh wait, that's still healthcare. Then I'd go the opposite (brainless) route and be a celebrity's assistant.
You can find me at: http://www.linkedin.com/in/amycapetta
http://www.twitter.com/amycapetta
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healthcare PR,
healthcare public relations,
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Schwartz Communications
Posted by Lauren Arnold on November 29, 2010 at 9:19 AM
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