Betsy Martinelli

The PR/Communications playing field is constantly evolving but these past few years have felt as if change has come at an accelerated rate. Especially in healthcare. I was curious as to what my colleagues in Communications, Engagement & Change at IWK Health were looking forward to (or dreading) in 2025. Becky Chapman, specialist, is interested in seeing what new ways we can use analytics and digital tools to better engage with those that aren’t desk-based. “The majority of our work force do much of their work away from computers so we need to make sure we’re talking to them in ways they can receive. We’ve talked about ways to communicate more through mobile and I think there’s a real opportunity there!” Kate Evely, specialist, is excited to share more progress updates about the new IWK Emergency Department as the project hits exciting milestones this year. “I’m also looking forward to improving IWK’s town hall meetings so that they better serve staff in an engaging and informative way.” “I think this year is going to be big for in-person communication and events, especially in healthcare. 2025 could re-introduce the pre-pandemic desire to communicate face-to-face and host more events in-person.” Kristen Lipscombe, senior advisor is planning on continuing to foster new relationships. “Over the past year or so, I’ve been learning from communicators who are newer to the industry, with their new perspectives, valuable insights and impressive talents using newer technology, so I look forward to continuing my growth in areas that are “new to me.” Terri Fraser, director, is foreseeing more real engagement and two-way communication. “A toll has been taken on this area since the pandemic and I think it’s foundational to any strong communication strategy. Throughout my career the projects that have been the most rewarding and successful were built on listening, trust and fostering relationships with audiences and partners.” Carole Bell, executive assistant, is anticipating supporting the team in working smarter, not harder. “I’m also excited to keep growing in my role and contributing to meaningful projects that make a real impact.” Darius Graff, digital and creative design, is interested in seeing how Google AI search results develop and whether we can control or affect it by tweaking website content etc. and how that can be monitored and measured. Darrian Thorne, senior advisor is looking forward to seeing more innovation and creative ideas from a communications perspective. “Achieving this will require continued collaboration and a shared commitment to making a difference through impactful messaging and meaningful support for families.” Andrea Slaney media relations specialist laments a dwindling media presence. “The media market will continue to decrease to the detriment of those wanting to get accurate health information out to the public and those relying on that precious resource.”

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👇📢 PR and communication pros: **DO NOT write anything YOU wouldn’t read.** ☝💯 That advice came up in a webinar yesterday. I think it’s spot on. Even when writing about subjects that might not personally interest us, we can ensure that our copy is: - Clear - Lively - Informative - Neither too long nor too short If it’s painful or boring for you to read what you wrote, odds are your audience will feel the same way. That's a great signal to edit what you're working on. Or maybe even throw it out and do something else! #writing #communications #pr #publicrelations

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🚨👇𝐍𝐄𝐖 𝐀𝐑𝐓𝐈𝐂𝐋𝐄: **CCOs are getting a seat at the C-suite table** Elevating the role of communicators is something many of us have been focused on for years. As Dustin Siggins shares in this article that has been happening more frequently, which is a very good thing. However, elevating the role of chief communication officers also comes with new expectations for how those leaders operate within an organization and deliver results. I added my perspective on this topic along with Stephanie Roberts, Jeremy Tunis, Jeff Berkowitz and Nick Lagalante, MPS. Check it out! #communications #pr

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⁉ Why do people like working in communications/PR? 👇 This movie quote always comes to mind: "For me, 𝐭𝐡𝐞 𝐚𝐜𝐭𝐢𝐨𝐧 is the juice." I think most communicators would answer in the same way. Days are often unpredictable. You have to move fast most of the time - often with less information than you need. It's good to embrace the "action" of the job, because that's what keeps the work exciting. ✋🔥But that action can also be a recipe for burnout. Understanding when to dial things down and focus on self-care, team development and long-term planning is critical. Doing both is possible, but requires self-awareness and intention. #communications #pr #publicrelaitons

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I'm trying something new and I'd appreciate your help. 🙏🏻🙂 Somewhere out there, amazing healthcare comms agencies are looking for evidence-based strategies to drive action for their clients. I want to meet them. We’ve had incredibly successful agency partnerships in other industries. I’m looking to replicate this success with similar agencies in healthcare. I know we can help them meet their objectives. After all, Exaltus specializes in transforming complex healthcare information into engaging visual stories that not only inform but drive action. And we have the evidence to prove it. 🔍 An independent study highlights the impact of our approach: - Over 90% of viewers felt motivated to act - 85% showed a significant increase in knowledge - Viewer self-efficacy more than doubled! Are you connected to healthcare comms agency professionals who would love to deliver these results to their clients and help improve patient outcomes? I'd be grateful for an introduction. Here are a few ways you could do it: - Tag a contact in the comments - DM me - Share this post with them, or with your network as a whole The video below will give them a quick overview of what we're about. Thanks so much! 🙏🏻 Carole #HealthcareCommunications #VisualStorytelling #WhiteboardAnimation #HealthcareMarketing

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🎥 Harnessing the Power of Video Testimonials for Healthcare Brands🎥 In the realms of healthcare, health IT, medical devices, and pharmaceuticals, trust and credibility reign supreme. Here’s why video testimonials are a powerful tool for these industries: 🔹 Authenticity: Real patient and client stories build authenticity and trust, showcasing genuine experiences and outcomes. 🔹 Emotional Connection: Videos create an emotional connection, making the impact of treatments, technologies, and products more relatable and memorable. 🔹 Clarity: Complex information can be simplified and communicated effectively through visual storytelling, aiding understanding and retention. 🔹 Credibility: Testimonials from respected professionals and satisfied patients bolster credibility, reinforcing your company’s reputation. 🔹 Engagement: Video content is highly engaging and shareable, extending your reach and influence across digital platforms. Humanize your brand and amplify your impact... and drive eyeballs to your life-saving and wellness-affirming solutions. #VideoTestimonials #Healthcare #HealthIT #MedicalDevice #Pharma #PatientStories #DigitalMarketing

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Calling all healthcare communications professionals! 📢 The MikeWorldWide MWW Health team wants to hear what you think! If you take our survey you will be entered to win a free pair of Apple Airpod Max 🎧. How do you perceive AI, Social Media, Cybersecurity, Crisis Communications, and more? Take this quick 3-minute survey to participate and contribute to your peers across the industry. Your insights matter! #healthcare #communications #AI #SocialMedia #CyberSecurity #CrisisCommunications #survey

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>>>> 81% of surveyed physicians say corporate reputation influences their perception of medicine value at least moderately. (I can't get 81% of my family to agree to a pizza topping, so this is a staggering number!) Our latest #WEBrandsinMotion health report, "Reputation Rules: Unlocking Physician Prescribing Power," has a TON of fascinating, actionable takeaways for pharmaceutical companies, like the stat above. The full #ReputationRules report is at this link and is very much worth your time: https://lnkd.in/g3VcQzJv Kudos to my WE Communications Global Health colleagues on this powerful report!

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As media viewership becomes more fragmented, smart healthcare organizations are looking to embed themselves into the stories that matter to their patients... Learn about this new healthcare marketing frontier: https://lnkd.in/gqrWnupg Playbook for Health #SwaayHealth #hcmktg

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What are the foundational steps Sponsors should take to design and execute more effective, efficient #clinicaltrials in the post-marketing space? 🔈 Hear from Flatiron Health’s Director of Clinical Operations, Josh Buddle on the potential we have within the space of post-marketing evidence generation, including the positive response we’ve received from running pragmatically-designed, #postmarketingstudies. Watch the full episode with Research Revolution: https://lnkd.in/edEGkzzM

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Healthcare Leaders, You Don’t Want to Miss This! We had the privilege of hosting a webinar with Susan Baier from Audience Audit Inc. alongside Tim Trull and Stephen Heitz from LAVIDGE. Together, we explored strategic insights designed for healthcare CMOs and marketing leaders facing today’s challenges. This discussion tackled critical issues such as: - Differentiating your brand in a crowded healthcare market - Demonstrating ROI to leadership while working within tight budgets - Building trust and long-term loyalty through patient engagement In this teaser, you’ll get a glimpse of how data-driven strategies and innovative thinking are reshaping healthcare marketing. Watch the full webinar on-demand: https://hubs.la/Q02_Gpf10 #HealthcareMarketing #CMOInsights #PatientEngagement #ROI #LAVIDGE #AudienceAudit

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The Power of Knowing Your Audience as a Communications Professional: Observations from a Concert. Who knew? 😉 (Bonus points if you know this reference) — Just got back from Pink’s concert here in North Carolina, and wow—I’m completely hoarse from singing my heart out! But as much as I went to have a blast, the communicator in me couldn’t help noticing how perfectly the show was tailored for the crowd. Most of the audience was Gen X, at least that is what I observed, and Pink’s team knew it. From the opening acts to the playlist of absolute classics we all grew up with, every moment was designed to connect. And it worked so well!! I looked around and saw everyone, myself included, totally engaged, reliving memories through every song. You have to always KNOW your audience. Whether your are a communicator, a sales or marketing professional, this is the key to successfully delivering your message or your product. For me, it was such a great reminder of how powerful it is to know your audience. Whether it’s creating a campaign, delivering a presentation, or just sharing your message—understanding who you’re talking to makes all the difference. It turns a good experience into something unforgettable. Tonight reminded me that, at the end of the day, it’s all about connection—and Pink nailed it. #Marketing #Communication #AudienceEngagement

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Too many times in #CorporateCommunications we work "inside out" - meaning we start with our company's goals, objectives, news, data, etc. and then work to help our audiences understand that information. While we must always be aware of how we support the company, we need to spend more time working "outside in" - understanding the needs, perceptions and knowledge of our target audiences; figuring out what channels influence them; and THEN surveying what assets we have internally that would help influence those audiences to adopt frames of mind more conducive to our goals. Key ways to do that: - Talk to sales and customer support frequently - they are on the front lines with customers and prospects. - Invest in target audience research - Conduct surveys, have first person conversations and/or purchase third party data. - Speak with partners. - Read social media posts in industry forums. - Read public comments on relevant regulatory matters. Have other ways to get in the head of target audiences? Share below. #PR #PublicRelations

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Mark your calendars! So excited to offer this free 3-part marketing webinar TA series this fall in September, October, and November. If you’re in HIV, public health, or just interested in how to better market for social good, come join us. You can join for one, two, or all three sessions. #marketing #publichealth #advertising #HIV #socialgood #technicalassistance #onlinelearning #datavisualization #graphicdesign #communications #publichealthcommunications

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We live in the Age of Disagreement. We build it as entertainment. In healthcare we work against a national backdrop of stressed-out colleagues who are trying their best to keep afloat. Yet, In the quieter executive suites of health systems, there’s a temptation for leaders to consult the same three voices and allow that triumvirate of C-suiters to solve all the issues without much outside input. As a leader, when was the last time your team brought a dissenting opinion to your office or to the team discussion? https://lnkd.in/eVPknqu8

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Our recent 2024 independent physician survey revealed how a lack of synchronization between HCP and #DTCmarketing affects physician-patient conversations and brand conversions. Check out our recent blog post to discover some of the untapped opportunities for healthcare advertising and how better alignment can make a significant impact. https://bit.ly/4bUmNWB

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Our recent 2024 independent physician survey revealed how a lack of synchronization between HCP and #DTCmarketing affects physician-patient conversations and brand conversions. Check out our recent blog post to discover some of the untapped opportunities for healthcare advertising and how better alignment can make a significant impact. https://bit.ly/3yVtvNN

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Watch our recent launch webinar to explore challenges and key drivers of commercial success for new launches. Learn insights on healthcare system readiness, integrated value and evidence, and stakeholder engagement. View now: https://bit.ly/4fVScKh

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Jaqueline Pantoja (Nichols) has collaborated with Econsultancy to publish an editorial article on the challenges & opportunities for health comms in the coming year. Inightful and actionable, as ever 💡🙏

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