The goal is self-evident: With six minutes remaining, the Atlanta Falcons must take the ball from their 15 yard line, drive 85 yards, and score a touchdown to overcome a five point deficit and win the game. Read more
When story ideas hit home, major media outlets are quick to respond.
That was the case recently, when an idea from a Lenz PR team weekly meeting made it all the way to Good Day Atlanta on Fox 5, with a three-minute segment on the dangers high heels pose to women’s health. Read more
Radio show adds extra hour starting Dec. 4
Would you like to check in with a doctor every week to keep up with vital healthcare news and information? You can, simply by turning on your radio to AM750 or Now 95.5 FM on Sunday afternoons.
The Weekly Check-Up with Dr. Bruce Feinberg will expand to two hours Dec. 4, broadcasting live from 3-5 p.m. Sundays on News/Talk WSB.
Brought to you by CuringProstateCancer.com, The Weekly Check-Up focuses on timely healthcare information with medical guests each week who share their expertise on subjects from autism to urology.
WSB Radio Program Director Pete Spriggs called The Weekly Check-Up an important addition to the station’s lineup.
“WSB listeners have a big appetite for medical news, and information that can help their own health. The Weekly Check-Up delivers that, in-depth. The show gives us an opportunity to keep listeners informed about trends in healthcare and how those issues impact their lives,” said Spriggs. “We are proud of our association with Lenz, and thrilled to be working with them on this important program.”
Since its launch this summer, The Weekly Check-Up has earned a 50 percent increase in listenership. The program covers topics from health and fitness experts, and features tips to help people live better and healthier lives.
The program is produced by Lenz, Inc., Atlanta’s healthcare marketing specialists since 1992. Lenz, Inc. offers marketing strategy and consultation, creative and interactive execution, PR, and more. LenzMarketing.com.
In addition to Lenz, Inc., current sponsors include:
RC Cancer Centers offers prostate cancer treatment with high cure rates, no cutting, and few side effects, and has treated more than 13,000 men from all 50 states and more than 40 countries. CuringProstateCancer.com.
Georgia Urology, P.A. is the largest urology practice in Atlanta and the Southeast. Our board certified urologists provide the finest urologic care available and strive for the best outcomes for all of our patients. GAUrology.com
The Village Vets pride ourselves on being a full-service hospital, capable of handling most medical and surgical problems. We provide a wide range of services such as preventative health care, dental care, surgery, boarding and grooming. TheVillageVets.com.
The Brain Balance Program® is an individualized and comprehensive approach to helping children with neurobehavioral and learning difficulties surmount their unique challenges. http://www.brainbalancecenters.com/
Dr. Michael A. Quiñones offers the highest quality medical care utilizing the latest techniques to prevent, detect, and treat a variety of illnesses. http://www.drqmd.com/
Good health and good living is at your fingertips with Atlanta’s newest healthcare news and information program—The Weekly Check-Up with Dr. Bruce Feinberg—airing Sundays at 3 p.m. on AM 750 and NOW 95.5 FM News/Talk WSB. The show, produced by Lenz, debuted on June 12.
The Weekly Check-Up with Dr. Bruce Feinberg is brought to you by Radiotherapy Centers of Georgia and will address a wide range of topics about healthcare, from current events and healthcare policy to daily tips for better health and fitness.
The live, hour-long show will include caller questions, fielded by featured guests and the show’s host, Atlanta oncologist Dr. Bruce Feinberg.
Dr. Feinberg called the show an important addition to the comprehensive information already provided by News/Talk WSB, the dominant Atlanta radio station for adults 35+. News/Talk WSB reaches 1.2 million quality listeners every week.
“We will help Georgians separate fact from fiction on the healthcare horizon as we discuss the latest news and treatment options for a wide variety of health issues,” he said. “We want to educate, inform and enlighten listeners and help them become equipped to live a better and healthier life.”
Dr. Bruce Feinberg is widely recognized as a healthcare visionary, possessing a unique understanding of how health issues transcend Washington, D.C., hospitals and doctors’ offices, and each of our daily lives. Previously, Dr. Feinberg was instrumental in establishing Georgia Cancer Specialists, a Top 10 private cancer practice in the U.S. and a leader in advanced cancer treatment and research. Dr. Feinberg is the author of two best-selling books, Breast Cancer Answers and Colon Cancer Answers, and is often consulted by the national media, including The New York Times, Wall Street Journal, Forbes, and CNN.
Produced by Lenz, Inc., Atlanta’s leading healthcare marketing firm for two decades, The Weekly Check-Up with Dr. Bruce Feinberg is brought to you by Radiotherapy Centers of Georgia and will include featured guests from various healthcare fields, interviews with health and fitness experts, and tips to help people live better and healthier lives.
Presently, Lenz is orchestrating a PR campaign for ChemoOrders.com—a free web site that helps doctors and nurses administer current chemotherapy treatments in a more accurate and efficient manner. While it may not sound exciting, ChemoOrders.com may revolutionize the way cancer care is delivered to millions of patients. But only if people hear about it.
So, our challenge is to take a new product and make it a household name…without the luxury of an advertising budget. That’s where PR, or public relations, comes in. We need the media to write and talk about ChemoOrders.com for free. Thankfully, we’re not asking for favors. That’s because PR is “at its best, a win-win partnership between publicists, the clients whose products they promote, and journalists,” according to Eric Yaverbaum, Co-founder and president of Ericho Communications. That means a good story benefits everyone. We’ve got the story. Now, we just need to push persuasive messaging to the appropriate media with repetition.
Here’s how we’re doing it.
PLANNING To organize the process, we developed a publicity plan that includes a product summary and key messaging, goals and timelines, the media we’re targeting, and the distribution channels we’ll use. The publicity plan spells out where we want to go and how we’ll get there.
PRODUCT SUMMARY AND MESSAGING Step one is understan ding the product you are pitching so you can recognize and communicate its relative benefits. With ChemoOrders.com, Lenz is in a unique position because we assisted in product development––we helped create the site’s intricate coding that matches patient-specific information with an appropriate treatment plan at the touch of a button. So, we know the product, but need to tell its story to everyone else. Unlike many PR campaigns, this one isn’t marketing our product against others, but against the status quo, or current way of doing things.
Therefore, our messaging aims to meet two objectives.
1) Explain ChemoOrders.com’s benefits over the standard way of prescribing chemotherapy. To do that, we state in our press release that ChemoOrders.com enhances patient care in three measurable ways: a. By providing oncology professionals the latest treatment protocols, with strict adherence to the published dose, schedule, and administration guidelines. b. By dramatically increasing the efficiency with which chemotherapy orders and related documents are generated. c. By significantly reducing prescribing mistakes, administration errors, patient risk, and physician liability.
2) Address any perceived barriers to entry, i.e., reasons doctors and nurses might be hesitant to start using our new product. Persuading people to change behavior is difficult under any circumstances, but it’s nearly impossible if it takes more time, costs more money, or yields unknown results. We needed to communicate that, here, the opposite is true, so we developed the tagline “Fast. Free. Reliable.” and extended this theme across our messaging.
GOALS AND TIMELINES After some preparation in December, we decided the first phase of the campaign will run January – March. After three months, we will measure the results, evaluate our status, and determine what to do next. It’s always a good idea to set measurable goals, and to recognize the difference between PR goals and product goals. A PR goal would be 50+ media hits. A product goal would be a 50 percent increase in web traffic.
TARGETED MEDIA For starters, we identified three primary media audiences that will help us promote the product. Dozens of media outlets fall within each category.
1) Trade publications Oncology professionals read oncology publications, which are often hungry for relevant content. Getting ChemoOrders.com coverage here shouldn’t be too difficult, but will raise the web site’s profile among our target audience.
2) Local media In Atlanta, we consider local media to be everything from the Atlanta Journal-Constitution to the free dailies that collect dew on your front lawn. The audience isn’t as targeted, but doctors and nurses also read mainstream media, and the cumulative effect of a dozen stories in the Atlanta press could dramatically increase web traffic and catch the eyes of our primary target, the national media.
3) National health and business media This is unquestionably the largest investment of resources, but offers the greatest return as well. Whereas the trades and local publications might reprint your release the day they receive it, landing a story in the Wall Street Journal usually takes connections, weeks of effort, and plenty of luck. But the pay-off is huge: A single article in the WSJ business section could transform ChemoOrders.com into the new standard of cancer care.
DISTRIBUTION CHANNELS With the ChemoOrders.com release, we’ll use three primary distribution channels. I’ve listed them here from most narrow to most broad.
1) Mailing Members of the media love personal attention, and so small, memorable gifts that don’t insult their integrity can go a long way. We’ll pick a targeted group of reporters we want to cover our product and send them a package with the press release, some information about Lenz, and a token gift that is relevant to the story—perhaps a ChemoOrders.com pen or mouse pad. Each package goes out with a personal note. One week later, we’ll follow up, ask about the gift, and see if we can help with a story.
2) Blasting Through the years, Lenz has developed a deep database of local, regional, and national media contacts that we push our clients’ news out to on a regular basis. It’s too long and varied to deserve the personal attention described above, but they’ve covered our stories before, know our names, and will return our calls. We hit each of these contacts with a blast email or fax, depending on their preference.
3) Wiring Like many PR agencies, Lenz subscribes to a newswire service that distributes our clients’ releases to thousands of media outlets nationwide. These are people we don’t know personally, but want to reach. The distribution can be specified state-by-state or nationwide, to a general or specific news field, or to a combination of both. Equally important is the service’s ability to post our release on dozens of news wires where reporters often go looking for an interesting story on a slow news day.
CUSTOMER SERVICE ChemoOrders.com.com is one customer of ours. Each of our media contacts is another. We try to serve them well. Reporters are more likely to cover our story when it’s easy for them. We give the media our cell phone numbers and return their calls immediately. We supply additional product details and background information on their interview subjects. We ask what else we can do. Like all sales, selling to the media is about developing a relationship. We make sure ours are good ones.
TRACKING There’s nothing more satisfying than learning that all your effort produced a story, and nothing less frustrating than wondering if your product was covered somewhere without your knowledge. That’s one reason we track the media we get. Another is to show our clients that their investments are paying off. We track the media in these ways
1) We read everything we can Don’t make this your only tracking method because you’ll miss something. But, reading for yourself provides a sense of your product’s visibility to the average consumer.
2) We ask the media to let us know if something is running Be careful with this one, too. Most reporters are too busy to let everyone they write about know when something is running, and some resent the request. Still, your media relationship should be a partnership focused on producing quality news. When this is the case, your contact might be as excited about the story as you are, and more than happy to call with the big news.
3) We use media alerts Google, like most of the search engines, offers free and unlimited news alerts. We get an email when our selected keywords appear on their news page, and they get another web visitor. It’s win-win, but not 100 percent reliable. A lot can slip through the cracks. You’ll learn this when the local paper covers your story, but Google never lets you know.
4) We use tracking services Tracking services are the most reliable way to determine if your story has run. They use similar technology as Google––with an added manual component––but cast a much wider net that picks up more news. There is an expense involved, but Lenz, like most PR agencies, offers the service to its clients for free.
SAYING “THANK YOU!” Journalism can be a thankless profession. When a reporter covers our story, we let them know how much we appreciate it with a hand-written note and phone call. They deserve it, and will remember us next time.
Lenz recently launched a major media campaign for Georgia Retina—the largest retina-only private practice in Georgia—with the theme Better Eyesight Is In Your Future.
The spring 2011 campaign on radio stations WSB 750AM and 95.5 FM focuses on the cutting-edge services the practice provides. The nine physicians of Georgia Retina are board certified ophthalmologists who specialize in treating conditions of the retina and vitreous. The practice, with eight locations in the metro Atlanta area, selected Lenz in 2010 to shape their communication efforts.
The campaign messaging stresses that for the past 15 years, Georgia Retina has built a solid reputation based on the belief that providing the best care starts with the minds behind the technology:
“Look into the future, and what do you see? Whatever it is, you probably didn’t include quality eyesight on the list. But for people facing chronic vision loss, their future is unclear. Thousands of Georgians are affected each year, and thousands of Georgians turn to the innovative offices of Georgia Retina for help.”
The radio spots direct listeners to a landing page on the Georgia Retina web site where they can learn more about the practice.
Georgia Cancer Specialists is getting a fresh new look just in time for spring.
Designed by Scott Sanders, Creative Director at Lenz, the new look is an evolution of the existing logo with fresh graphics, a new typeface, and bright colors that create a clean, contemporary look.
The leadership at Georgia Cancer Specialists was involved throughout the creative process, which lead to “an evolution, rather than a revolutionary change.” The logo will be phased in on signage and printed materials throughout the year, Sanders said.
Those intimately familiar with the former GCS logo, developed in 1999, may notice the removal of the practice tagline, “The Cancer Answer.”
“The Cancer Answer remains the practice tagline,” said Lenz CEO, Richard Lenz. “In fact, by separating the tagline from the mark, we will be able to feature it more prominently and more clearly communicate its meaning to the public.”
While logos reflect the brand they represent, most companies refresh and refine them every 10 to 15 years, Sanders said. Additional evolutions to the GCS brand identity will be rolled out throughout the year.
Lenz, an integrated marketing company located in Decatur, GA, recently assisted DeKalb Medical in launching a re-branding effort that includes a new hospital name and logo. Lenz also worked with the hospital and another agency, Milwaukee-based BVK, to develop an advertising campaign centered around the tagline, “Pushing Beyond.” The campaign features print, TV, online, and radio ads, as well as billboards and bus wraps.
“‘Pushing Beyond’ is descriptive of a new attitude at DeKalb Medical that says we are dissatisfied with the status quo in healthcare. Our culture as an organization is to stretch further, address the broader issues patients and families with illness face, and to do whatever it takes to help. Sometimes we do the unconventional and sometimes that surprises people, but we embrace innovation and respect the passion our employees and physicians have for their work. Our patients feel it and it’s time to share this attitude with our community and those unfamiliar with us,” said DeKalb Medical president and CEO Eric Norwood.
With its newly improved and strengthened services, DeKalb Medical found a new name would help “reintroduce ourselves to our community and signal a new era,” Norwood said. By dropping “Center” from its former name, “DeKalb Medical Center,” the hospital hopes to more clearly communicate its three-campus system that includes DeKalb Medical at North Decatur, DeKalb Medical at Hillandale, and DeKalb Medical at Downtown Decatur.
Richard Lenz, president and CEO of Lenz, said he is “proud to support DeKalb Medical because they care about the health and overall well-being of the community.”
Cheryl Iverson, vice president of business development and marketing at DeKalb Medical, expressed gratitude for Lenz’s hard work. “We’ve been thrilled to find and work with Lenz, which is right here in our own community. Their approach to helping us launch the name, logo, and campaign actually personified the “pushing beyond” attitude we’re communicating. It’s been a great partnership.”
DeKalb Medical is a not-for-profit hospital system serving approximately 500,000 patients annually. A leader in progressive medical technology and compassionate care since 1961, the hospital system includes the 451-bed DeKalb Medical, the 76-bed DeKalb Medical at Downtown Decatur, and the 100-bed DeKalb Medical at Hillandale.