Schwartz Communications Feeds

RSA Conference 2012: What Type of News are Reporters Looking for?

Schwartz Communications Inc. — 2012-02-09T10:23:53-05:00

The million dollar question leading up to the RSA Conference every year is: What do vendors and their PR teams need to do to increase the number of interviews with reporters and editors?

Do journalists want product, research or partner news, or a combination?

Are they covering breaking news at the show?

Are they even scheduling interviews at RSA?

To answer these questions and improve the RSA experience for technology companies, Schwartz MSL conducted a survey of more than 50 leading IT security reporters that are attending RSA. The results paint a picture for vendors on best practices for success in 2012.

Click the image to see a full size version.

Schwartz MSL has had a long-standing presence at RSA and will have many IT Security Practice Group members at the show. The show is less than three weeks away but there is still time to make an 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.

Can B2B Manufacturers Use Social Media to Support Distributors?

Schwartz Communications Inc. — 2012-02-07T18:30:22-05:00

Just about everyone in marketing knows that many B2B companies are having a tough time integrating social media into their marketing mix. They understand they should do it, but oftentimes can't figure out how to do so. Plus, they're generally budget constrained, so can't hire experienced staff or consultants to create a solid strategy and then execute. The result is that many underfund initiatives centered on one or two social platforms and often skip right past the strategy step.

Certainly, there are examples of companies Getting It Right, but they feel like outliers at the moment.

One group of B2B marketers who I think are a part of that majority--those who are trying to figure it out, but not quite there yet--are manufacturers. A few weeks back, Derek Singleton blogged about this issue on Software Advice. Sourcing a Forrester Research report, he states that "only 30 percent of global manufacturers planned to increase social media spending in 2012."

Mr. Singleton is mostly interested in opportunities presented by social media for smaller manufacturers to do things like get feedback from customers and share their own thoughts. He's got several recommendations for those businesses. As I read his post, I wondered whether one additional use of social media for manufacturers, which often rely on networks of distributors to get their products into the hands of customers, might be supporting those partners by producing great social content that they can use.

The idea of creating social content specifically to fuel outreach by partners, who in turn touch customers, has been on my mind since reading "Drive B2B Channel Sales with Social Media Content" earlier this week on the Social Media B2B blog.

It seems to me that a manufacturer looking to explore how social media might work for them could consider the recommendations from both of these posts if they know they want to do more work online to support sales, but often work through distributors or other partners.

+++

For a reasonably recent (October 2011) look at how B2B marketers are faring with social media, download "Truth from the Trenches" from Penton Marketing Services. A few findings:

"81 percent of respondents told us they find online marketing moderately to extremely challenging."
"58 percent want [their] site to generate sales leads." [I'm shocked that the number is so low.]
"77 percent say their site is not that effective at generating sales leads."
Of those B2Bs using social media, 90% are on Facebook. Just 53% are on Twitter. Surprisingly, only one in three blog.

The Malware Report: VeriSign, Credit Card Processor, Hacked Multiple Times

Schwartz Communications Inc. — 2012-02-07T16:32:23-05:00

Here’s hoping that visitors to Tangled Web enjoy listening to The Malware Report, a weekly podcast sponsored by ESET and hosted by Schwartz MSL’s own Matt Grant.

Since 2007, The Malware Report has been dedicated to discussing the latest news and information related to Internet and computer security, including tips and best practices to keep users safe online. With the computer security threat landscape constantly evolving, IT managers and consumers need new ways to combat the ever changing threats.

This week’s topic: VeriSign, Credit Card Processor, Hacked Multiple Times.

Listen in here: http://www.newworldpodcasting.com/files/podcasts/eset/020212_ESET_VeriSign.mp3

If You Write it, They Will Come

Schwartz Communications Inc. — 2012-02-07T09:12:14-05:00

An understated fact from this past holiday shopping season was the torrid sales pace of tablet computers, especially iPads and the new Kindle Fire. For anyone watching developments related to content marketing and marketing automation, the news is significant, for these devices are useless unless there is something on them to read.

At least that's one of the findings in this year's "State of the Media Report," which was recently issued by the media tracking and analysis company Vocus. "When people hold a tablet in their hands and seek content to consume, they are willing to pay for it," the report quotes Rebecca Bredholt, managing editor, Magazine Content. The context of the analyses was the iPad's impact on magazines, but the implications of both tablet adoption and the Vocus study reach far wider.

It would seem that humans have an insatiable appetite for consuming media. I would love to see a study on the most prolific iOS apps. Something tells me that beyond apps for searching, the most popular category has to be news (even more so than games). That's because of our innate desire to gather content.

Enter content marketing. No discipline can have a greater impact on both SEO (affecting those search iOS apps) and materials that can be consumed by those tablet devices. Given the value of the content and the insatiable desire by all of us to consume it, consider two other realities: the shrinking universe of professional media and the low-cost of entry for becoming a content producer. The Internet today allows anyone to be a publisher, which means companies have a significant opportunity to fill the void left by shrinking professional journalism staffs.

Companies are hiring journalists to write content for their blogs. Many of Schwartz MSL's clients are signing up for our content marketing services, and we are driving the content creation efforts for them. When done correctly, such efforts aid SEO, increase website traffic, align to other marketing efforts and campaigns, and--when tied to a marketing automation solution such as HubSpot-- ultimately lead to leads and sales.

More fundamentally, the content marketing efforts work because, very simply, people want the content. To radically oversimplify the point, it really is a case of if you write it, they will come.

The Best Way To Recover From RSA, While Still at RSA

Schwartz Communications Inc. — 2012-02-07T09:07:32-05:00

By Lauren Bocskocsky

Heading to San Francisco for the RSA Conference? The largest event for IT security pros offers education, social networking and... well, numerous cocktail receptions. If you’ve attended before, you know what a whirlwind RSA becomes, and you understand the overwhelming desire to take a breather between endless meetings and scheduled events.

For that reason, Schwartz MSL is sponsoring-- for the second year in a row-- the Disaster Recovery Breakfast hosted by Securosis. It's being held on Thursday, March 1 from 8-11 a.m. at Jillian's in the Metreon (pretty much right across the street from the Moscone Center).

No need to worry if 8 a.m. is too early for your liking, or if you need to head out before the end--there are no speakers to listen to or materials to read–so come and go as you please. Relax, grab some food, and even pick up some "recovery" items to start your day off right.

We look forward to meeting some new people and seeing some friendly faces.

If interested in joining please send a quick RSVP email to rsvp@securosis.com.

(Editor's Note: This post was written by Lauren Bocskocsky, member of the Schwartz MSL IT security practice.)

The Journey to RSA

Schwartz Communications Inc. — 2012-02-03T11:14:34-05:00

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

Schwartz Communications Inc. — 2012-01-31T14:47:43-05:00

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

Schwartz Communications Inc. — 2012-01-31T12:54:54-05:00

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!

Schwartz Communications Inc. — 2012-01-24T15:33:45-05:00

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.

Moderated by Jim Weinrebe, healthcare practice leader for Schwartz MSL, the program will be a highly interactive session with attendees from the area's top med tech companies. You will walk away with keen insights into how to construct savvy marketing programs to engage with your key audiences to drive conversation, elevate brand awareness and boost community involvement.

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

Schwartz Communications Inc. — 2012-01-13T12:29:29-05:00

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

Schwartz Communications Inc. — 2012-01-12T15:59:03-05:00

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

Schwartz Communications Inc. — 2012-01-11T10:23:42-05:00

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?"

Schwartz Communications Inc. — 2012-01-11T09:15:36-05:00

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

Schwartz Communications Inc. — 2012-01-10T10:12:06-05:00

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

Schwartz Communications Inc. — 2012-01-05T11:32:25-05:00

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.

Time to Protect Your Web Applications

Schwartz Communications Inc. — 2012-01-05T08:56:26-05:00

The last in our series of 2012 prediction posts is from Edward Roberts, director of marketing at Mykonos.

Edward Roberts, director of marketing at Mykonos

Mykonos Software CEO, David Koretz, stated that 2011 was the year “when sophisticated Web application attacks came of age.” But have companies started to grow up? Sony was the victim of multiple web attacks and lost over 100 Million records, closed down PlayStation network for 23 days at a cost of $171M, and will deal with many class action lawsuits for years to come. Now if a large technology corporation like Sony suffered this web attack rite of passage, surely every other company must be equally as concerned to avoid being the next victim?

It’s seems not. While most hackers acknowledge that web applications are easy to attack, and data can be stolen in a matter of minutes from a vulnerable site, the majority of companies have ‘nothing’ protecting their web applications. Let me repeat, ‘nothing.’ Many are even under the misguided impression that their network firewall or IPS is protecting their web apps.

And to exacerbate the problem, the minority of companies’ that deploy some form of security at the web layer do so only out of deference to compliance requirements and leave them as passive monitoring devices, rather than active preventative security solutions.

Today, the Web layer is largely undefended and as companies rush to build more web applications and move customer processes on-line, there will be continued growth in the millions of Web sites collecting and sharing data. With this comes increasing exposure to hackers who are probing the web every day looking for the next vulnerable company.

So the prediction for 2012 is simple, companies will look to protect their websites and deploy Web Intrusion Prevention Systems.

If they don’t, ask Sony what coming of age feels like.

Tech companies ask: "HIMSS - What's in it for us?"

Schwartz Communications Inc. — 2012-01-04T11:39:43-05:00

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.

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 in 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.

Why Cloud Computing Security Will Affect You In 2012

Schwartz Communications Inc. — 2012-01-04T09:46:28-05:00

Happy New Year and welcome back to Tangled Web! Our first post of 2012 comes to you from Bit9’s Director of Security Research, Dan Brown.

Bit9’s Director of Security Research, Dan Brown

It’s that time of year again: time for technology prediction blogs.

The common perception among those only vaguely familiar with cloud computing is that it’s a fringe technology – affecting only technologists and large corporations. The truth is that cloud computing is invading virtually everyone’s life whether they know it or not.

Do you own an iPhone or Android device? How about a Kindle or Nook? Soon even our cars will not be immune from the cloud invasion.

Don’t misunderstand me. There are lots of benefits to cloud computing. Siri’s magic is enabled by the cloud – your handheld device doesn’t have the compute power to do all that niftiness, and so all that speech recognition wizardry has to be offloaded to the almighty server across the Net. But what happens so often, is that this niftiness overtakes our better security judgment. Sometimes we need to step back and take stock of it.

The “cloud” is not an enigma to malicious attackers. Increasingly that façade is being broken down to its component servers. If you think corporate environments are rich targets, imagine all of the mobile apps and outsourced IT that are being hosted out there.

This post’s prediction dovetails with another recent prediction of mine. There I spoke about data being stolen from corporate environments by using data mules to walk it out the door – bypassing corporate security measures. But much of the same data might also be stolen these days by compromising the cloud. In the coming year we will see a significant increase in attacks on the cloud that will parallel the increasing use of the cloud in our daily lives. Security rule #1: if it’s an attractive target, it will be targeted.

Road to HIMSS - ACOs are Gaining Ground

Schwartz Communications Inc. — 2011-12-22T11:28:15-05:00

Recently, Health Data Management and other outlets reported that the Centers for Medicare and Medicaid Services has selected 32 delivery systems to participate in the Pioneer Accountable Care Organization program authorized under the Affordable Care Act. The Pioneer ACO is one of eight programs under the Affordable Care Act aimed at incenting providers to improve the coordination and quality of care while lowering costs by reducing unnecessary tests and focusing on preventive care vs. reactive care. Five of the 32 hospitals, including Partners HealthCare and Steward Health Care System, are in Massachusetts, which has been regarded as an epicenter for healthcare and technology innovation. Starting January 1, the federal program will give them a budget to care for their more than 150,000 patients, rather than a payment for each test or treatment. According to the Boston Globe, other participating organizations in New England are: the Beth Israel Deaconess Physician Organization, Mount Auburn Cambridge Independent Practice Association, Eastern Maine Healthcare System and the Dartmouth-Hitchcock ACO.

Schwartz MSL client, Simpler Consulting, is a lean management consulting firm that has helped more than 80 hospitals across the country cut costs and improve patient care. This week, Simpler’s clients Massachusetts-based Atrius Health and Wisconsin-based ThedaCare, were selected among the 32 healthcare organizations that will be participating in the Pioneer ACO program. In a recent Inside Healthcare interview, Dr. Eugene Lindsey, president and CEO of Atrius Health discussed how healthcare organizations are moving towards the ACO model. He remarked, “Exactly what it will look like when we get there is unclear. But they will allow physicians to work together to improve quality and improve stewardship of the healthcare dollar. That’s the part that’s attractive to us because that’s been what we’ve been trying to pursue all along.”

Mike Chamberlain, president of Simpler Consulting North America, added, “The desired results of accountable care organizations match up very closely to the proven results lean management in healthcare provides: cost reduction and coordination of care to ultimately increase patient satisfaction and improve patient outcomes. As healthcare organizations move towards the accountable care model, our clients are continuing to look to us as a resource to help them identify the best approach for successful implementation of ACOs.”

HIMSS 2012 will be a great venue for organizations who are involved with ACOs to discuss, network and learn more about this critical market in healthcare today. In fact, the HIMSS Knowledge Centers, a new exhibit at the conference this year located at Booth 6466, Hall D, will bring together educational sessions, case studies, exhibits and other resources on given topics. Accountable Care Organizations / Value-Based Purchasing is at the top of the list.

To learn more about opportunities at HIMSS 2012, 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, as well as 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.

The Threat Landscape for Small-to-Medium Sized Businesses in 2012

Schwartz Communications Inc. — 2011-12-19T14:05:45-05:00

Up next in our security predictions series is Austin-based Quarri. VP of Marketing Laurie Coffin discusses the threats SMB’s may face in 2012.

Quarri's VP of Marketing, Laurie Coffin

Today’s threat landscape is constantly evolving and 2011 has been a year many won’t soon forget after some of the biggest companies in the world disclosed breaches to critical data residing on their networks.

And it’s not just the big companies being targeted any longer. Small-to-medium sized businesses are increasingly being targeted. They are typically focused on growing their business, and as a result, rarely have a full IT staff that can effectively manage the information security of the entire organization, especially as it relates to data protection. These issues are compounded when you consider the use of mobile devices, growth in cloud computing and Consumerization of IT, also known as the ‘Bring Your Own Device’ phenomenon.

Cybercriminals also have a treasure trove of proprietary consumer information available in a few short clicks via social networking sites like Facebook, LinkedIn and Twitter. Spear phishing campaigns, “likejacking” on Facebook and shortened URLs are just some of the techniques we’ve seen over the past year and we can expect these approaches to get more sophisticated as we enter 2012.

To avoid becoming the next data breach headline, organizations of all sizes need to remember that the end user is one of the weakest links when it comes to information security. And not all attacks are external; a malicious or careless employee can cause significant damage to an organization if security precautions are not in place to prevent replication of your confidential information.

In 2012, vigilance is important as attacks to networks and mobile devices will grow in number and sophistication.

I'm Dreaming of a White 2012 Security Landscape

Schwartz Communications Inc. — 2011-12-15T14:00:33-05:00

Monday's 2012 prediction post is a look at the year ahead from Mike Paquette, IT security thought-leader and Corero Network Security’s chief strategy officer.

Chief Strategy Officer Mike Paquette, Corero Network Security

While waiting for our 2nd New England snowfall of this season, I’ve given a little thought to a couple of trends that I’ve been starting to hear about as I deliver network-security presentations around the US. As background, it seems likely that in 2012, IT security issues, such as data breaches and DDoS attacks, will permeate mainstream media with increased attention on DDoS attacks as a means of crime, protest and political activism.

IT professionals will continue to maintain a “healthy paranoia” regarding the threats posed to their organizations by cyber-attacks of one form or another. Amongst IT Security professionals who focus specifically on cyber threats, we may see attitudes migrating from “healthy paranoia” to “siege mentality,” as targeted cyber-attacks continue to assault organization’s IT infrastructure, customer data, intellectual property and employee information. I think we’ll see a couple of interesting trends amongst IT security pros in 2012.

The Move toward Application Whitelisting

Application Whitelisting will gain traction in 2012 as a tool for managing risks associated with end-point malware. While not a new technology, adoption of restrictions on which files can execute on an endpoint device (desktop, laptop, tablet or Smartphone) will become more common.

The concept of application whitelisting promises virtually malware-free computing environments, but comes at a cost of inflexibility and would seem to fly in the face of the Web 2.0 usage model. In practice, several vendors have developed software solutions that utilize an application whitelist, but still allow flexible and Web 2.0-enabled Internet use. A nice article including a vendor list can be found on the SANS Reading Room.

The Shift to Whitelisting the Internet

Traditional approaches to promoting safe Internet browsing involve characterizing the “bad sites” on the Internet, either through content categorizing (rating sites for hate, porn, gambling, games, shopping, etc.) or IP Address reputation (rating IP addresses based on whether they have been observed hosting malware, being associated with phishing attacks, or participating in Botnets), and then blocking attempts to visit web sites that are listed on these blacklists.

In 2012, we will see the start of a trend toward whitelisting the Internet. That is, limiting Internet access of an organizations members to “highly trusted” web sites. You’ll notice that I did not say “known to be good” web sites, since it is common today that web sites of legitimate organizations are often compromised or infected without the site owner’s knowledge.

The challenge with this approach is even more obvious than with the application whitelisting: How do you get a reliable whitelist of URL’s while still allowing even basic use of the Internet, including search engines?

Early adopters of this technology will implement what might be called “whitelist-augmented” web access policies, usually in conjunction with other technologies such as Google’s Safe Browsing service, to allow basic search engine functionality. There is no doubt that using these approaches will cause disruption amongst the user base, as it may radically restrict Internet access.

The good news is that this kind of whitelisting shrinks the aperture through which malware can infect an organization’s computers and can indeed assist employers with managing productivity.

The bad news is that this technique will not eliminate the need to continue to use other defensive technologies like end-point anti-malware and network intrusion prevention technology.

How about a show of hands – anyone you know going to attempt this in 2012?

Warren Buffett Gives Solar a PR Boost: Are Solar Projects an Undervalued Asset?

Schwartz Communications Inc. — 2011-12-07T15:28:22-05:00

News today that Warren Buffett's MidAmerican Energy Holdings, a Berkshire Hathaway company, has bought its first solar power plant. This is the first time (to my knowledge) a Buffett portfolio company has bought into a renewable energy project. And if the granddaddy of buying undervalued assets was intent on making a BIG splash in his first forray into renewables, he certainly succeeded.

The Topaz Solar Farm is the second largest solar plant in the world among those that are operational or being constructed according to the CNN Money article. This means that Buffett has not only entered the renewables investment game, but has immediately thrust the topic of "solar as an undervalued asset class" to the top of the debate docket within the financial community.

The investment is a major and needed PR boost for a solar industry suffering from Solyndra's high-profile flame out, the anti-dumping complaint filed against Chinese solar manufacturers and uncertainty about the extension of the production tax credit (PTC) and 1603 treasury grants.

This news will remind market watchers that the solar industry is continuing to grow, even with policy uncertainty looming and the high-profile flameouts of a few outlier companies with poor business fundamentals. Bottom line: improvements in technology, project finance and project development could make solar projects one of the best emerging asset classes over the next 5-10 years. Just ask Warren.

The Road to HIMSS - Creating Video and Dynamic Marketing Materials

Schwartz Communications Inc. — 2011-12-07T10:23:27-05:00

HIMSS (Feb. 20-24, 2012, Venetian Sands Expo Center, Las Vegas) is not only the industry’s premier healthcare IT conference but an excellent venue for vendors to show off new services, product offerings, partnerships and other corporate news. Preparing for such a large show can often be overwhelming however— from collateral development to white papers and presentations to prospecting emails and videos.

Schwartz MSL can remove that stress from your HIMSS planning by offering several outsourced capabilities that will give you a competitive advantage before, during and after the show.

For example, MSL Studios Boston can help elevate your message with a digital video that brings your news to life when shown in your booth on the tradeshow floor. Videos can highlight new product or service announcements, customer case studies, partnerships, thought leadership and industry trends, acquisitions, survey results or any other type of announcement you will be making surrounding the show. Videos can be developed for use on booth monitors and by your sales force on mobile devices and tablets.

To capture your story and create your tradeshow video, MSL Studios Boston would come to your office to interview and film one or more spokespeople and then develop the video using those sound bites and other supporting graphics and images. Our digital team would work closely with your account team to take the burden off your hands and ensure an impactful video that is ready in advance of HIMSS.

MSLGROUP CREATIVE+ offers a wide range of world-class services including print, mobile and event creative support. For example, infographics have become a marketer’s best friend to help engage a widespread audience and promote your businesses, brands and products. By presenting information in a succinct and creative manner, infographics can quickly convey knowledge and engage viewers.

In addition to videos and infographics, Schwartz MSL can help with these collateral development needs:

PowerPoint Presentations
Brochures
Posters
Invitation Cards
Roll-up Banners
Collateral Design

The Schwartz MSL Road to HIMSS 2012 Planning Guide is designed to help you navigate the PR and marketing opportunities at the show, and give you useful advice on strategy, as well as a timeline to help you plan ahead and even offer some tips on other fun things to do in Vegas.

If you are interested in learning more about any of the services listed above, please contact Doug Russell in the East Coast office at 781-684-0770 or Shannon Murphy in our San Francisco Office at 415-512-0770, or healthcareit@schwartzmsl.com.

Learning from Bissel - A Trade Show Master

Schwartz Communications Inc. — 2011-12-05T09:24:58-05:00

Over the years, I have probably been to hundreds of trade shows. My clients frequently ask me what I think of trade show/Expo X and if they should exhibit/speak there.

To me it always boils down to:

Who will be there?
Will you have a chance to engage meaningfully with prospects (and the media/bloggers)?
How crowded will it be?
What commitment is involved.
How much will it cost?

This weekend I ran across a company that deserves praise for picking an absolutely perfect trade show for them - Bissel.

I took the family to LEGO Kidsfest. A three day 140,000 sq. ft. LEGO extravaganza.

One of the exhibits was "Big Brick Pile” a 50x100' file of LEGO bricks. At the end of the pile Bissel was there demonstrating the power of its Super Sweep Turbo (it is not a vacuum) to pick up LEGO bricks of all sizes.

Kids were lining up to use the sweeper, pick up bricks and dump them out again.

This is a great example of experiential marketing where the company identified a use of its product, and provided prospects a chance to try it in a real work environment. The Bissel staff was also handing out coupons and explaining the three different stores you can purchase the product at.

What really drove this home to me was after my four year old swept up LEGO bricks for the third time and almost go into a fight with a six year old over who got to pick up the bricks next - My wife turned to me, grabbed me by the collar, looked in my eyes and told me "I don't care about the 'husband rule' that says 'thou shalt not buy your wife appliances as a gift.' I want this. I want this. Do you understand me?"

I am positive my wife was not the only person with that reaction.

So a tip of the hat to the Bissel marketing executives, and a story for all companies to think about. Does your trade show participation and display create that type of reaction from prospects? If not, what can you do to create that scenario.

Forbes Recognizes Cerulean Pharma and WellDoc

Schwartz Communications Inc. — 2011-11-30T14:53:35-05:00

Schwartz MSL is delighted to congratulate two clients working with our Boston office, Cerulean Pharma and WellDoc. Both were recognized today by Forbes on its annual list of "America's Most Promising Companies."

Cerulean Pharma (Cambridge, Mass.) specializes in the design and development of nanopharmaceuticals. The company's lead candidate is in Phase 2a clinical studies with patients who have advanced lung cancer. Click on the animation below for a quick intro to Cerulean's technology.

WellDoc (Baltimore, Md.) uses mobile and web applications to close the loop between patients and healthcare providers. The WellDoc system serves as a coach to help patients manage disease treatment and to live healthier lives. This video tells you a little more about the company's mHealth solution.

The Schwartz MSL team sends our best wishes to WellDoc and Cerulean for their continued success.

Increasing Visibility on the Road to HIMSS 2012 -- Vectors to Vegas

Schwartz Communications Inc. — 2011-11-21T14:04:25-05:00

The HIMSS Annual Conference and Exhibit is a must-attend event for any healthcare technology (HCIT) company. From February 20-24, 2012, key decision-makers from the world’s leading innovators descend on Las Vegas for four days to discuss hot topics, meet with colleagues and set the agenda for the year in HCIT.

There will be more than 300 sessions to choose from, allowing healthcare professionals to customize their own agenda to meet their individual needs. Among the 23 educational topic categories: mobile health, clinical analytics, HIE, connecting with consumers, care coordination, accountability for care and meaningful use. Keynoters include Biz Stone, co-founder of Twitter; Farzad Mostashari, MD, ScM, National Coordinator for Health Information Technology; Dan Buettner, founder of Blue Zones and world renowned explorer; and political figures Donna Brazile and Dana Perino.

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

This Schwartz MSL Road to HIMSS 2012 Planning Guide is designed to help you navigate the PR and marketing opportunities at the show, and give you useful advice on strategy, as well as 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.

National Black Public Relations Society Conference--Celebrating African American Achievements and Promoting Diversity in PR

Schwartz Communications Inc. — 2011-11-18T15:53:18-05:00

BY LAUREN PITCHER

Wyonona Redmond, president of the National Black Public Relations Society (NBPRS) speaking at the opening reception held at the Harley Davidson Museum in Milwaukee

The National Black Public Relations Society (NBPRS) held their annual conference, October 27-30, 2011 in Milwaukee and this year I had the opportunity to be there. The theme for this year’s conference was: “The Network at Work: Managing Transitions, Techniques and Technology for Business and Career Success.” Some of the most respected African Americans in the communications industry were there including former journalists who started their own boutique PR agencies, corporate communications professionals, agency PR practitioners, bloggers, PR freelancers, authors and community relations professionals.

Throughout the conference I had the opportunity to attend a variety of workshops but one that particularly stood out to me was: “Breaking In & Staying In: Realities & Strategies for Blacks in PR.” The panel highlighted the importance of building relationships with co-workers to bridge racial differences and we discussed the value of not focusing on being the only minority at the company but rather being aware of how to constantly develop new skills, think outside the box, promote integrity and stay up-to-date with the clients business.

Although only 4.7% of the marketing, advertising and PR industries are made up of ethnic minorities, conferences such as this are a huge step to help diversify the industry, recognize African Americans in the industry and showcase their achievements. Wyonna Redmond, president of NBPRS, defines PR as this: “Our job in the public relations field is to communicate ideas, evoke feelings, shape images, enhance or change perceptions and build relationships.” More diversity in the industry will mean more perspectives and different ideas being shared, which can only lead to helping grow the industry. Carol Moseley Braun, the first African American female senator, said it best in her keynote address at the conference: “When all the cream is allowed to rise to the top, the butter is bound to be better!”

What's the Buzz for RSNA 2011?

Schwartz Communications Inc. — 2011-11-18T15:13:11-05:00

By Anne Lundregan

From November 27 – December 2, thousands will descend upon McCormick Place in Chicago for RSNA 2011. We spoke with Jim Knaub, editor of Radiology Today, who opined on the hot topics expected at this year’s conference.

Radiology Today Editor Jim Knaub predicts that austerity may once again be a dominant theme at RSNA. Hospitals and radiology practices are focused on maintaining profitability in a tough economic environment, Knaub notes.

“There’s a little bit of paralysis because of economic issues,” according to Knaub. “Healthcare organizations are trying to gauge the extent to which healthcare reform and deficit reduction will hinder imaging reimbursement. They’re also wary of how utilization review and the economy might affect procedure volume. They need to consider those threats to revenue before undertaking IT investments. As a result, many hospitals and radiologists are buying strictly what they need versus undertaking ambitious IT projects.”

However, Knaub notes, that a stealth issue usually emerges at RSNA every year, creating real buzz on the conference floor. Heading into RSNA, Knaub will be checking out the latest advancements in virtual colonoscopy protocol and acceptance. Virtual colonoscopy, also known as CT colonography, is less invasive than the traditional test and could result in more people being screened, Knaub notes. Screening tests such as colonoscopies or mammograms have been a heated issue pitting technology versus politics. Key questions include who should be screened, how often and when.

Schwartz MSL at RSNA

Several Schwartz MSL clients will be attending and exhibiting RSNA this year, including iCAD (Lakeside Center, Hall D, booth #811), iNTERFACEWARE (North Building, Hall B, booth #8547) and Circadence (North Building, Hall B, booth #7356)

iCAD Inc., an industry-leading provider of advanced image analysis, workflow solutions and radiation therapies for the early identification and treatment of cancer, will highlight several new features of their mammography CAD, MR image analysis and colon CAD products. Of note, the company will feature two works in progress including an MRI-guided prostate biopsy solution and a prostate MRI-TRUS fusion integration. iCAD will also showcase SecondLook® Premier, a customizable mammography CAD solution designed and developed using a 100 percent digital image database. (SecondLook Premier is now available in Europe it is expected to receive FDA clearance for sale in the U.S. in 2012.)

The company will also be demonstrating SecondLook Digital Multi-Vendor Solution and its latest version of VersaVue enterprise software for MR image analysis, which has been optimized to improve speed and includes an upgraded user interface and automated templates for images and charts.

iNTERFACEWARE simplifies HL7 integration and enables organizations to communicate with incompatible information systems and seamlessly integrate with multiple systems including EMR, EHR, HIS and PACs. With iNTERFACEWARE, radiology organizations can manage scheduling, registration, technologist and radiologists workflows as well as custom billing and reporting. At the show, iNTERFACEWARE will be discussing the latest version of its integration engine, Iguana.

A sneak peak at ROI reveals that radiologists and imaging centers using Circadence WAN optimization no longer worry about low-quality or intermittent Internet connections impacting large data files and unique image study transfers. Testing found enhanced throughput times without compressing images with more than 300% improvement in image transfer speeds. Stop by the booth to see the latest enhancements to its flagship MVO solutions, including multiple mobile deployment options, while the IT director from Imaging Associates of North Mississippi Magnolia discusses why and how his team uses Circadence solutions.

With hundreds of companies attending RSNA, Knaub and his staff are inundated with emails and phone calls requesting meetings during the show. It’s impossible for them to meet with every organization during the conference, Knaub said.

Knaub is interested in learning what news organizations can discuss and the potential impact on the industry. Hearing what’s coming and why it’s important is critical in helping Knaub and his staff decide with whom to meet.

What are you most looking forward to at this year’s RSNA? Sound off in the comment section below or tweet us @SchwartzPRx.

SimplyHired.com Helping The White House Get Veteran's Back to Work

Schwartz Communications Inc. — 2011-11-08T13:20:14-05:00

Yesterday, the White House announced a plan to help put veterans back to work with the assistance of Schwartz MSL client SimplyHired.com, which gives veterans access to more than 500,000 job listings from its “veteran-friendly companies” job search filter.

This initiative marks a huge milestone in our country’s commitment to repaying the debt of gratitude that is owed to all men and women in uniform by providing military veterans with immediate access to employers who are committed to hiring veterans.

The reality is that many veterans return home to a stark reality: high unemployment rates and rising costs of food, shelter and services in nearly every state. That’s where companies like SimpyHired.com are now stepping up to help make the transition from deployment to employment easier for our veterans and their families. So how does the plan work?

In addition to the White House’s plan to provide other new resources for veterans, Google, the U.S. Department of Veteran’s Affairs and SimplyHired.com have been working together to develop the Veteran’s Job Bank, pulling from more than 500,000 specially-tagged job postings on

SimplyHired.com that feature opportunities from veteran-committed companies all over the country. As more employers undertake to become part of the Veterans Job Bank, Google will index these new job postings to help increase the available jobs for veterans on NRD.gov.

To learn more about how to mark your company’s job postings as Veteran-committed so that you can be a part of President Obama’s commitment to put veterans back to work, please visit https://www.nationalresourcedirectory.gov/home/instructions_for_employer_participation.

Written By: Amanda Chagoya

Clean Power Finance's SPI 2011 Mobile App

Schwartz Communications Inc. — 2011-10-20T13:04:11-05:00

We wanted to call out some of the innovative marketing and PR activities solar clients are pursuing during Solar Power International 2011 (SPI) next week, and since the iPhone 4S just came out and everyone now seems to be permanently glued to their smartphones and mobile devices, we thought the first mobile app for SPI would be an interesting topic.

If you’ve ever been to SPI, you—along with the more than 24,000 solar professionals who are slated to attend this year’s event—know that it’s the place to be if you want to learn about the latest solar industry trends from enterprising and innovative companies working to build a competitive market around clean energy. Yet, as captivating as this four-day conference can be, navigating an enormous conference center with more than 1,000 exhibitors can be a difficult task, particularly when you’re searching for a specific company and only have ten minutes to find its booth. Clean Power Finance, a solar financing company that recently announced its $75 million Google Fund, is partnering with SPI to help all those sun-lovers in attendance locate key events, seminars and more through a brand-new SPI Mobile App.

This mobile app, the first of its kind to be used at SPI, is designed to guide attendees to maps, news and other pertinent information as it develops onsite at the conference. Everything you need to stay on schedule and connected is on this app, which is available at the iTunes app store (search “Solar Power International” to download it for free).

The SPI Mobile App includes the following:

•    Navigating the event with an interactive floor map that uses GPS;
•    Managing your schedule in real time;
•    Searching exhibitor listings and products by keyword, and download company information;
•    Viewing the schedule of conference sessions and special events;
•    Receiving real-time show alerts and RSS news feeds;
•    Interacting through social media;
•    Accessing show documents;
•    And much more!

SPI Mobile is available for iPhone/iPod Touch and Android, or as a web-based application for all other smartphones including BlackBerry. So take advantage of mobile technology while exploring the future of solar energy technology; make sure you stay up-to-date on SPI activities, hit up all the speaking sessions you want to hear, and don’t get lost in the crowd. Enjoy the show!

Steve Jobs remembered

Schwartz Communications Inc. — 2011-10-06T07:05:55-05:00

Steve Jobs passed away yesterday. The news came to me last night the same way it did for many others: via a post on my Facebook news feed. I didn’t read it on my iPhone because I was at home, using my MacBook Air.

In the coming hours and days, we’ll read and hear many eulogies of Steve Jobs. For many, he was the inventor of our times. He was a creative genius who brought simplicity and elegance to high tech products. He always seemed to be one step ahead of everyone else in the high tech world, forcing others to catch up.

I never met Steve Jobs, but he changed my life. I am old enough to remember the first generation of PCs that ran DOS, an operating system that required memorizing a long list of command codes to simply type a memo. I was working in publishing, and one day, a Macintosh computer arrived on my desk. It was shaped like a child’s wooden block set on its end. It lacked an internal hard drive. Instead you saved your files to the same disk that held the MacWrite and MacPaint software.

More importantly, you didn’t need to memorize anything because the Macintosh had menus with the commands right on them and icons you could click. It was the first intuitive GUI for a PC. I fell in love. From publishing, I went to a high tech startup developing Macintosh networking equipment, and from there, eventually, to high tech PR.

Jobs referred to the Macintosh design team as artists. Their signatures were engraved inside the original Mac cases. For many years, I kept that original Mac but eventually discarded it. I wonder if their signatures were inside.

Over the years, Apple’s reputation rose, fell and then rose again. It was never the biggest PC maker, but it set the bar for user interface design because of its unique fusion of artistry and technology. Jobs changed the world again with the debut of the iPod, which transformed the music industry. Just when the mobile phone giants were coasting, Jobs brought out the iPhone and forced the entire industry to innovate to catch up.Then the iPad came along and it quickly made laptops look, well, so yesterday.

So here’s the question everyone is asking now: can Tim Cook, or anyone else for that matter, replace Jobs at Apple? Will anyone else see just far enough into the future and deeply enough into our psyches to make entire industries obsolete? Part of me hopes the answer is yes, because Apple is a great company. And part of me knows the answer is no, because there was only one Steve Jobs.

Pew Study Dissects Relative Popularity of Local News Sources

Schwartz Communications Inc. — 2011-09-30T09:42:25-05:00

The Pew Research Center's Project for Excellence in Journalism and Internet & American Life Project, along with the John S. and James L. Knight Foundation, has released the results of a phone survey of more than 2,000 American adults who were asked about local news sources. The report, "How People Learn About Their Local Community," is a must-read if you run local programs or otherwise target local or regional media.

The report is the first of its kind because it parses out types of local information consumed through different types of media. The authors explain that "[c]onventional research has tended to ask people about local news and information generically with some variation of a simple question: Where do people turn most often for their news? Asked that way, the majority of people answer local TV .... And this new survey, too, finds that local TV is the most frequently used medium for news and information ...."

However, and I'm highlighting, "[t]his survey also took a new approach as well, asking people about the information sources they rely on to get material about 16 different specific local information areas. The result is a more complex portrait of how people learn and exchange information about community. The new data explodes the notion, for instance, that people have a primary or single source for most of their local news and information."

So, more people use TV to get local news and information than any other single source, but if you pull apart types of information, other sources rise to the top of the list of preferred media.

Pew offers an interactive tool that lets you examine responses based on age of the respondents and type of information. They say that age is the most important factor in determining preferred media type. "Simply put," the authors say, "one generation into the web, older consumers still rely more heavily on traditional platforms while younger consumers rely more on the internet. Among adults under age 40, the web ranks first or ties for first for 12 of the 16 local topics asked about." They move on to explain that newspapers and TV outpace the web in terms of sources for local info sources for people over the age of 40.

To me, this means that local healthcare programs that prioritize coverage with local TV affiliates and newspapers are still critical for reaching older audiences, but that communicators should be sure to look for every opportunity to secure coverage with local bloggers and other online outlets to reach younger people.

The report also points out that almost half of all adults get information on their smartphones or other mobile devices. This is terrific reminder for all marketers that their web presence should be designed with mobile users in mind.

Act Two: Schwartz MSL

Schwartz Communications Inc. — 2011-09-15T01:00:42-05:00

I want to share some really exciting news about Schwartz Communications. After 20 years of independence, we’ve become part of MSLGROUP---one of the world’s largest public relations and engagement agencies.

It takes something special to change two decades of independence. And we’ve found it in an amazing organization with talented employees, terrific clients, and a shared passion for storytelling in all its mediums. Our unique and shared strengths mesh very well.

As Schwartz MSL, we’ll continue our focus on “innovation companies of all sizes” and the technologies, treatments and services that transform business, save lives and conserve our natural resources. But as part of an outstanding industry leader, we now have a new assortment of engagement and marketing services, and a network of thousands of additional experts in more than 80 MSLGROUP offices worldwide.

We’ve moved to a truly global stage, and Schwartz MSL will continue to lead the way in delivering the reach, influence and creative service offerings our clients need to create new markets or transform existing ones. We hope you’ll enjoy our next act, which you can follow here in our blogs and on Twitter at @schwartzmsl.

Cleantech PR: Military Appetite for Renewable Energy to Grow more than 10X According to Pike Research

Schwartz Communications Inc. — 2011-06-17T12:43:50-05:00

With the 2010 midterm elections resulting in a GOP majority in the House, a lot of pundits predicted that federal government support of renewable energy would dry up. But now it looks as though support for renewables will come from what is widely regarded as the most conservative of all government institutions: the US military.

According to a new report from Pike Research, military deployments of renewable energy will increase more than 10x over the next two decades. According to a release outlining the report, “military agencies’ spending on renewable energy technologies will continue to rise rapidly over the next two decades, growing from $1.8 billion per year in 2010 to $26.8 billion by 2030. The majority of this spending will be for Mobility applications including portable soldier power as well as land, air, and sea vehicles. Energy for Facilities operations will represent a significant portion of the market, as well.”

This is a public relations and public affairs win for solar, wind and biofuels, as the industries try to continue to win the support of some democrats and social conservatives whose fates are not directly tied to coal, natural gas or oil production in their states or districts. Given the remoteness of many military installations, distributed generation makes a lot of sense.

This should come as no surprise, given recent buzz around military test driving renewable energy systems on bases and the most recent Quadrennial Report which identify climate change as a direct threat to national security.

On the heels of Total's acquisition of SunPower, this is another piece of great news and validation for the industry.

Enviance & Earth Day Bring Together Green Thought Leaders for Blogathon

Schwartz Communications Inc. — 2011-04-22T09:52:45-05:00

I remember in fifth grade having to write an essay on "what the Statue of Liberty means to me" and being impressed by the number of different points of view expressed by my classmates for what seemed to me to be a one-angle topic (freedom). Well today, we will see what Earth Day means to people around the world and I think the number of different interpretations would be mind boggling.

We get to see a small sample of this disparity between how people view Earth Day and the different issues they view as important on Enviance's blog page. The company is today hosting an Earth Day blogathon featuring 24 different posts in 24 hours from thought leaders across different business disciplines. IDC, Ovum, The451, TriplePundit and a number of others will offer up posts discussing some of the issues they see as core to environmental stakeholders (i.e. all of us) on this 41st Earth Day.

Yours truly contributed a post about how Earth Day has finally transcended the (and I say this affectionately) "Tree Hugger" audience it has traditionally been associated with. Instead, it brings together a growing coalition of surprising stakeholders, activists and proponents, all of whom see sustainability as core to the environment, our economy, our security and our future. Who are those stakeholders? How has Earth Day finally moved to mainstream relevance? By learning a simple PR lesson. Click on over to find out more...

Happy Earth Day!

Cleantech PR: California 33% RPS Music to Renewable Project Developers' Ears

Schwartz Communications Inc. — 2011-03-15T10:43:41-05:00

“They’ve moved the cliff out one year,” was the paraphrased response given by one executive of a Schwartz solar client when asked about the US Treasury grant program that got extended late last year. The program, allowing solar and wind project owners to get an uncapped 30 percent of a project’s value in the form of an up-front grant, is one of the beneficial federal programs that has helped preserve investment in renewable energy.

Another Schwartz client once said that the biggest lynchpin to stimulating massive amounts of solar and wind development was some sort of long-term, cohesive policy that gave project developers, financiers and owners certainty through a project’s entire lifecycle. The issue? If a wind farm takes years to design, permit and install, then a 12 month policy doesn’t do much for reassuring the bankers on project cost and IRR.

So while an RPS target almost a decade off isn’t the “killer app” in renewable energy policy, it does send a message to market stakeholders that a state, country or region could be a healthy market for years to come. That brings us to a bill expected to pass the California Assembly this week that will set an aggressive 33 percent renewable portfolio standard, requiring utilities to get one-third of their energy from renewable sources by 2020.

California taking the lead on policy is nothing new—the California RAM FiT program is just one example of policy that had cleantech companies excited. But it is critically important that it continue to lead the country toward a more sustainable future, as federal policy becomes neutered by a Republican-controlled House intent on curtailing the efforts of EPA and California to regulate greenhouse gases and giving polluters a free license to emit whatever they would like with no controls.

You’ll hear a lot about an “energy tax” which is how renewable energy and environmental opponents will cast AB 32 and other California policy over the next 3-6 months. But make no bones about it, any policy that spans the life of energy projects will have a positive impact on energy security, environmental health and job creation in California and nationwide.

The tug-of-war over clean energy spending

Schwartz Communications Inc. — 2011-02-16T14:23:13-05:00

In recent weeks, clean energy and green technology has become a high-profile arena for the tug-of-war between Republicans’ desire for spending cuts and the president’s desire for innovation and research. The presidential budget released Monday only brings this issue into even sharper focus, as it provides the first concrete mechanism for each side to begin enacting its platform.

President Obama’s $3.7 trillion budget calls for $8 billion in clean energy spending across all federal agencies, more than the $6.6 billion Congress approved for clean energy programs in 2010. The budget calls for $148 billion overall for research and development, $46 billion of which would be paid for by reducing subsidies to the oil and gas industries. The president’s proposed allotment of $27.2 billion for the Department of Energy (DOE) represents an overall decrease of 12.7% from the Department’s 2011 funding level. Similarly, the president’s budget proposes $8.8 billion in funding for the Environmental Protection Agency (EPA), which constitutes a. 11.2% decrease from its 2011 funding level.

The Republican counterpoint to this budget is the House GOP’s Continuing Resolution (CR), which will be debated on the floor this week. The government-funding bill is expected to cut $3 billion from EPA, an amount which represents approximately one third of EPA’s available discretionary spending. The bill is also expected to cut approximately $1.5 billion from DOE, and $107 million in climate change-related programs.

However, the president’s proposed budget does call for increases to certain programs within EPA and DOE, notwithstanding the overall reductions in funding levels. The budget provides for increased spending for DOE’s National Nuclear Security Administration (NNSA), for example, as well as for an increase (to above-historic-levels) for EPA programs to help states comply with pollution regulations.

Which agencies and programs receive cuts or increases to their budgets, and in what amounts, will be determined over the next four months as both parties work to determine and finalize federal funding for fiscal year 2012.

Is Security the next big PR Message for Renewables?

Schwartz Communications Inc. — 2011-01-18T17:54:50-05:00

One of the biggest changes in renewables over the last decade was the shift in motivation from environmental to economical. Through rapidly decreased costs and major policy changes, solar and wind became a viable alternative and even a strategic economic investment for many businesses and individuals. Economics is still the driving message, but a new and interesting message has emerged: National Security.

A recent op-ed piece in the New York Times, calling for renewables and energy efficiency for military operations, highlights that a staggering 1,000 troops have been killed in fuel-related missions during the wars in Iraq and Afghanistan. Considering that total deaths in these wars are estimated at less than 6,000, energy security is becoming a key issue to military officials.

For this and other reasons, the military has recently been stressing the importance of energy independence, both domestically and abroad. The DoD recently launched the Environmental Security Technology Certification Program (ESTCP), to procure and test promising new renewable energy technologies (full disclosure, Schwartz client Skyline Solar was selected). A renewable energy marketer couldn’t ask for a better type of exposure—Military endorsement is a great GR tool, particularly when working with republican officials. Furthermore, these companies now have a chance to build a relationship with the US military – a group with literally the world’s deepest pocketbook.

Outside of the military, Hawaii is another example of security as a benefit to renewables. The state imports nearly all of its fuel resources, which isn’t cheap and certainly isn’t secure. Because of this, Hawaii has become is perhaps the most ambitious of all states, seeking to shift to 70 percent renewable energy for the entire state by 2030. Governor Linda Lingle has sought for quite a while to make energy security part of the conversation. A state making such a huge leap into renewables, and focusing on energy security, is all the more reason marketers should consider adding security to their messaging

Because this conversation is still new, smart marketers will begin discussing energy security early (thought leadership, press release key words, contributed articles) to not only steer the conversation in their favor and build a long-term voice on the subject, but even to build SEO. A Google search of the key words: “Renewable”, “Energy” and “Security”, doesn’t turn up a single vendor on the first page—leaving the window wide-open to those who want to initiate the security conversation.

Fortunately also, the shift in messaging may not be that extreme from what many are already doing. Most of the key words and messages associated with economic benefits (reliability, cost-effectiveness, scalability) remain just as important from a security perspective. A quick project installation time may also be beneficial to stress, for entities looking to interfere with operations as little as possible. Pay back period and ROI, on the other hand, may be less important of a message.

Regardless of how security fits into your company's message, if your product is near-ready or already shipping, the emphasis on energy security should be on your radar for 2011.

The Evergreen Solar PR Nightmare: Shareholders and Taxpayers are Strange Bedfellows

Schwartz Communications Inc. — 2011-01-12T11:31:28-05:00

In one of the most disappointing moves in the era of taxpayer and policy-backed cleantech, Evergreen Solar announced that it will close its Devens plant and lay off 800 people. This after taking $58 million in state taxpayer money to construct the plant.

As a PR professional and as someone who works for a firm that also offers GR services, there is no silver lining in this news. In an political era of absolutes and no middle ground, Evergreen has given clean technology naysayers ammo to argue that government support of renewables is a bad idea.

As someone who lives in the Bay Area, but grew up 20 miles west of Devens in a small town called Westminster, I am sad for Central Massachusetts, which could certainly use the 800 paid jobs and seeds of a new industry that Evergreen had planted.

As a realist, it has reinforced what has long been a belief of mine: That when a company has a choice between shareholders and Joe and Jane Taxpayer, they will choose shareholders every time as is their obligation as a public company. Does this mean that the government shouldn't invest in helping develop private industry in its region to stimulate jobs? No. But it may give the government pause about exactly the type and size of investment they should make.

Would it be great it just one company stood up and said, "margins be damned, we're going to stick by the commitment we made to the state of X and the millions of taxpayers who have supported us?" Sure. But they would be hammered by investor lawsuits immediately thereafter and likely have to reverse course.

So what is the only potential savior in this situation? That another company that can compete on cost while manufacturing in Massachusetts acquires the plant and starts production soon, similar to what Tesla has done with the NUMMI plant in Fremont. We have to hope that those skilled, 800 workers get their jobs back with a company committed to the region.

From a more macro point of view, it begs the question if more regions should take a page from Ontario and set a requirement that a certain percentage of product included in a system must be manufactured locally to qualify for a tax credit. Otherwise, there is little incentive for companies--especially public companies--to maintain a facility that increases its cost. Either that, or governments need to take a harder look at making more small, early-stage investments in companies that aren't yet beholden to Wall Street.

Green Policy Update: Reverse Auction Market FiT, Solar PEIS, Treasury Grants & Cap and Trade

Schwartz Communications Inc. — 2010-12-16T17:15:53-05:00

While many predicted the midterm elections would play Ebenezer Scrooge to Cleantech's Christmas, it turns out that state and federal government agencies have swooped in to spread some Green cheer. With two major announcements today from the CPUC and Bureau of Land Management (with assists from the DOE and DOI), the number of renewable energy projects in California, Texas and the Southwest will likely get a huge boost.

The CPUC today approved California's proposed reverse action market feed-in tariff (RAM FIT) which promises to drive the development of 1GW of renewable energy in California alone.

In a separate announcement, the DOE and DOI today announced the conclusion of the Solar Programmatic Environmental Impact Study which has identified the federally owned land most suitable for utility-scale solar development in six southwestern states. The study will allow solar to receive accelerated approval for projects on publicly owned lands identified as ideal sites for solar development.

Other important developments this week include more details on California's long-awaited move to implement cap and trade on carbon-intensive businesses, and the extension of renewable energy grants in the House version of the Bush tax cut bill. While proponents of the grants were hoping for at least a three-year extension (one of Schwartz's clients likened a one-year extension to "pushing out the cliff"), it gives the industry 12 months to push for a longer extension. And though cap and trade at the federal level appears dead and meaningful energy reform policy is unlikely to pass the new House, government agencies appear to be flexing their muscles on behalf of the Cleantech industry.

Get Ready for AHIP 2010

Schwartz Communications Inc. — 2010-06-04T13:13:59-05:00

By Melissa Bruno

Don’t let the heat and the glare of flashing neon lights on the Vegas strip distract you at next week’s America’s Health Insurance Plans (AHIP) Institute show (June 9-11). Much like the sun-baked Nevada desert, the payer community has taken quite a beating, particularly over the last year, so it should make for an interesting environment.

Schwartz Communications caught up with Eric Wicklund, managing editor of Healthcare Finance News to get his thoughts before he heads out West. Keeping true to his healthcare finance beat, Eric will be on the lookout to see “whether any big healthcare finance deals will be made or broken on the casino floor or at the poker table.”

Like many vendors, members of the press and attendees, Eric’s most interested in the mood at the show––especially since insurers are being portrayed as the villains in Washington and on Main Street. He wants to know, “will they be apologetic or will they take a hard line on responsibility for rate increases?”

At Institute, make sure to set some time aside to catch the sessions for the latest news, challenges and trends in the payer space––many of them will examine the impact of the healthcare reform bill on payer/provider interactions, the adoption of technology, reimbursement and improving the cost and quality of care, not to mention the renewed interest in wellness and preventative care and the latest hot topic: HIEs. With all that's on the docket, there's ample opportunity to use the conference’s focus on these high-level trends to make your company––and news––relevant to the bigger stories that reporters are going to be focusing on in coming months.

Finally, we’ll leave you with a few PR tips from the strip to help you survive Vegas unscathed:

• Stay hydrated. Between air travel and high temperatures, you won’t be on you’re A-game if you aren’t getting enough H20.

• Know the show. Institute has limited exhibit hall hours––usually centered around food and drink––so if you’re planning on making the rounds to network and see the vendors, know the hours, plan ahead and avoid the snack lines to make the most of your time: Wednesday, June 9: 5-7 p.m., Thursday, June 10: 10-10:30 a.m.; 2:15-3:45 p.m. and 5:45-7:00 p.m. and Friday, June 11: 9:30-10:00 a.m.

• Gamble with money, not the media. The Institute press room is in Neopolitan IV, but keep in mind that reporters will spend most of their time in meetings or writing stories for pending deadlines, so tread carefully. If you come upon an unoccupied reporter, introduce yourself, hand over a business card and make note to follow-up with them after the show.

See you in Vegas!

FUD Factors

Schwartz Communications Inc. — 2008-10-03T10:21:02-05:00

An Envision Solutions/Kelton Research survey found that 85.6 million U.S. adults, or 38 percent of the population, have doubted the opinion of their doctors or other medical professionals when it conflicts with information found online. Forty three percent of consumers ages 18 to 34 reported they doubted their health provider's advice when it conflicted with online sources.

Only 3 percent of Americans seeking advice about how to manage a serious medical condition would view patient developed online health information as trustworthy. I’m sure this perspective would change if a consumer was faced with a serious disease or condition, hence the popularity of sites like PatientsLikeMe.com.

Few consumers listed the government, the media or non-profits as credible healthcare information sources. The survey shows that a majority of Americans still view health providers as their most trusted source of medical information overall.

Docs Rate Plans

Schwartz Communications Inc. — 2008-09-30T13:15:32-05:00

The AMA recently issued its first health insurance report card grading how quickly and accurately doctors get paid. Docs hope the report card will reduce the cost of claims processing and help in contract negotiations with the health plans.

According to the AMA, the report card compares Medicare and seven national commercial health insurers on the timeliness and accuracy of claims processing. UnitedHealthcare had the lowest rate – only 62 percent of medical services billed were paid by them at the agreed rate. Aetna came in higher at 71 percent, and the Medicare at an impressive 98 percent.

What you can do: If you are a healthcare IT physician practice management or EMR vendor who facilitates electronic coding and billing, use the AMA report to highlight how you can improve payment rates for you customers. It's likely your solution improves reimbursement rates and speed, translating into a more efficient and profitable practice.

Costs and Opportunities

Schwartz Communications Inc. — 2008-09-28T18:11:40-05:00

Health care costs are expected to rise more than 10 percent into next year, says an Aon Consulting survey of 70 national health insurers. This is actually good, considering it’s the smallest increase Aon has seen in six years.

Employers take measures to combat such increases through new designs, adoption of CDHP and HSA plans. Costs are still rising to keep up with growing patient demand for services, the needs of an aging population and prescription drug and technology costs, according to Aon.

What you can do: If you are a healthcare technology vendor whose solutions help lower costs for employers, leverage surveys such as this to highlight the savings you can provide customers. Highlight employer group success stories in the HR and benefits trades. Consider a round table of customers and experts to put your solution in a trend story context.

EHRachusetts

Schwartz Communications Inc. — 2008-09-23T16:11:14-05:00

Here in Massachusetts, Gov. Deval Patrick signed legislation mandating hospitals and community health centers to implement interoperable electronic health records systems by Oct. 1, 2015, as a condition of their state license. The state will develop regulations to define EHRs.

The systems must be certified by Certification Commission for Healthcare Information Technology (CCHIT.) Further, the law mandates collection and reporting of quality and cost data by providers and insurers, for dissemination to consumers via a state Web portal.

For HCIT practitioners of EHR vendors, this gives you an interesting message point to weave into pitching any Massachusetts hospital or health center customers.

PHR Thoughts

Schwartz Communications Inc. — 2008-09-16T10:03:18-05:00

While it may take a decade for widespread adoption of PHRs, it will definitely happen. It is another medium for communicating your medical condition to a doctor, which today is done verbally. Data supplied into the PHR by health plans, or the doctors via EMR interchange, will be more accurate as patients memory – selective or otherwise – isn’t often reliable.

What will help doctors is a high degree of interoperability between the PHR and the EMR, otherwise it’s still easier to take down a patient’s information verbally. When the Certification Commission for Healthcare Information Technology (CCHIT) starts certifying PHRs this will hopefully be addressed.

Other obstacles that will be overcome with time is general technology acceptance by doctors. The old guard's resistence will be replaced by younger doctors who are more comfortable and trusting of technology. Ubiquity of PHRs via Microsoft, Google, health plans and hospitals will move PHRs from “nice to have” to “must have."

This presents PHR vendor PR folks with opportunities to highlight how their solutions are making adoption easier, helping facilitate the vision of universal PHRs.

Who Watches the Watchmen?

Schwartz Communications Inc. — 2008-09-09T05:54:28-05:00

University of Missouri researchers conducted a national survey and found that the majority of health journalists have not had specialized training in health reporting and face challenges in communicating new medical science developments.

Health literacy, as defined by the American Medical Association, is ‘the ability to obtain, process and understand basic health information and services needed to make appropriate health decisions and follow instructions for treatment.’

According to the UM press release, of the journalists surveyed, only 18 percent had specialized training in health reporting and only 6.4 percent reported that a majority of their readers change health behaviors based on the information they provide. The journalists had an average of 18 years of journalism experience and seven years experience as health journalists.

Journalists reported quoting medical experts, avoiding technical terms, and providing data and statistics, as the three most important elements to making health information understandable.

According to the survey, a majority of journalists reported believing that their readers understand information from medical professionals, but are not proficient with scientific information and more prone to believe health myths. The results suggest that newspaper journalists view their roles as information providers, while magazine journalists perceive themselves more as advocates for behavioral change.

PHR Factoids

Schwartz Communications Inc. — 2008-09-02T17:39:52-05:00

A recent Markle Foundation survey found that regardless of their interest in using an online PHR service, 79 percent or more of the public believe using an online PHR would provide benefits to individuals in managing their health. Fifty six percent cited worries about privacy and confidentiality as a reason for their reluctance.

Only 2.7 percent of adults have an electronic PHR today (representing about 6.1 million persons). Most (57.3 percent) do not keep any form of personal health records, and 40 percent keep some paper health records.

What you can do: If you're a PHR vendor PR person, utilize the survey findings to support your solution. Use the statistics in press releases or collateral to help make your case. Highlight the privacy and security safeguards that your product takes, given that privacy is a major obstacle to PHR acceptance.

Most Powerful?

Schwartz Communications Inc. — 2008-08-26T11:07:23-05:00

Modern Healthcare's annual "100 Most Powerful People in Healthcare" list for 2008 has been published and includes healthcare IT vendors in the top three spots.

1) Steve Case, CEO/founder of Revolution Health

2) Eric Schmidt, Chairman/CEO of Google

3) Bill Gates

4) Hillary Clinton

5) Barack Obama

6) Ted Kennedy

7) Arnold Schwarzenegger

8) George W. Bush

9) John McCain

10) Newt Gingrich

These popularity/political contests are amusing. As a healthcare IT PR practitioner it’s good to see the vendors in the top spots, as it indirectly helps all our causes. Personally I think none of them deserve to be there. Revolution, Google and Microsoft’s consumer health efforts are so early stage with virtually no users that they really should be in the low ‘teens.

No one seems to like Bush, but you can bet that doctors have privately thanked and rooted for him in not cutting Medicare reimbursement rates. That would put Bush from #8 to #1 no question. And Newt’s quasi-political think tank which charges vendors $50,000+ for representation is in many circles (as discussed by the Associated Press on occasion) a questionable operation. I could go on. But most people will agree that in our own real world, the most powerful person in healthcare is your or your child’s very own doctor.

Cloudy Outlook for PHRs?

Schwartz Communications Inc. — 2008-08-20T13:31:40-05:00

According to market research firm Gartner, government ITexecutives should investigate the impact of personal health records (PHRs) and health information exchange programs.

PHRs, such as Google Health, Microsoft HealthVault and ActivePHR from ActiveHealth Management, are free and controlled by the consumer and could achieve a high degree of interoperability with clinical systems operated by healthcare providers and other third parties, says Gartner. Microsoft recently announced a pilot project with Kaiser Permanente to enable data transfers between consumers' medical records and Microsoft's HealthVault online health site.

Gartner says these publicly available applications are built on important characteristics of cloud computing - they are enormously scalable resources that offer services directly to end users and to other IT products through an application program interface (API). Gartner reports they have the potential to achieve several important benefits: