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// May 29th, 2004 //

The latest PR Strategist examines the buy photoshop 5.5 challenges facing firms and pros specializing in health care PR. There is buy photoshop 5.5 specific advice for pulling together a health care PR team:

In lieu of the buy photoshop 5.5 dream team of generalists pulling in specialists as needed, the best firms today establish teams of specialists with a buy photoshop 5.5 generalist at the helm. The team leader, who must also be buy photoshop 5.5 an astute manager, will cull the right people with the right talent and buy photoshop 5.5 put them to work …

For example, if you buy photoshop 5.5 were putting together a team for a product that treats rare disorders, like amyotrophic lateral sclerosis or buy photoshop 5.5 Huntington’s Disease, you buy photoshop 5.5 might tap into an issues-management specialist for availability, compassionate use and buy photoshop 5.5 pricing issues, an advocacy/professional-relations specialist to buy photoshop 5.5 work closely with the patient and neurology community, a science writer to buy photoshop 5.5 help demystify the mechanism of action (MOA) of the drug and how it works in the body, and so on.

The leader who cannot orchestrate his or her team (often strong practitioners in their own right) will align the buy photoshop 5.5 wrong people with the wrong skill sets with complex client business.

If you have access to a media database, the May issue of Pharmaceutical Executive deals with the buy photoshop 5.5 practical challenges of health care PR, including articles on:

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Surveying the messaging landscape

The art of advertorials

Press releases and the FDA

But what are the competencies of a successful health care PR pro? See after the jump.

More from Michael Roth, writing in PR Strategist:

The balanced health care PR professional should have buy photoshop 5.5 a working knowledge of the following areas, regardless of his or buy photoshop 5.5 her specialty:

Product communications (pharmaceutical, medical technology, OTC)

Corporate communications (reputation management, corporate philanthropy, investor relations, internal communications)

Media relations (financial, consumer, trade, professional)

Multicultural communications

Crisis communications

Clinical trial recruitment

Marketing (advertising, medical education)

Advocacy and professional relations

Public affairs (legislation, lobbying)

Medical insurance (Medicaid, Medicare)

Intellectual property (patent, trademark, copyright)

Hospitals (formulary, safety issues)