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Is February Heart-Marketing Month?

Heart disease and February: What relationship could be more cozy? From the scary risks of shoveling snow (yep, you could die, so be sure to lift a little at a time), Mercedes-sponsored red dress parades and government-sponsored National Wear Red Day®, to tips for identifying heart attacks in women (men, you need a different month I guess), February has all the important stories to improve your awareness. Such a polite term “awareness.”

But I wonder, now that the Internet is upon us and people are seeing their insurance rates and co-pays skyrocket, if maybe we’re shooting ourselves in the foot with all this heart-month marketing hype. People are sick and tired of testing “just to be sure.” It’s starting to directly cost them a fortune, and people are frustrated at having to pay a fortune for healthcare, let alone heart care.

I know, I know — I should be at the forefront of working with patients to stomp out heart disease. And goodness, people DO need to be attuned to diet, exercise, and weight loss. But the reality is, if we’re giving you the 10 latest tips on how to detect a heart attack, we’re probably a bit too late.

That’s the problem with all these press releases: While there’s a need to raise “awareness” of heart health, there’s also a very real need for people to take us — heart disease professionals — seriously to help cut costs in healthcare here. The last thing our healthcare system needs is more frivolous testing. Yet this is exactly what all this marketing does for our healthcare system — and it helps those with the largest PR budgets most of all. Read more »

*This blog post was originally published at Dr. Wes*

Healthcare PR Puffery: A Year-End Review

Healthcare journalists are buried under a mountain of public relations material sent to them every day of every week of every month. I don’t even work in a traditional news setting, yet I’ve made it onto the distribution lists of countless PR people.

The picture on the left shows a pile of video news releases sent to one TV health news reporter over a relatively short time span.

Here’s my year end look at just some of what was sent to me this year. Imagine what the New York Times, USA Today, the TV networks, and others receive.

I get countless emails from PR people offering interviews with their experts on:

• Seasonal Affective Disorder (SAD) — including an offer of an interview with a “celebrity trainer” who claims to have trained Julia Roberts, Cindy Crawford, Jennifer Aniston, Claudia Schiffer, and Kim Kardashian. (Were they all SAD?)

• A leading NY dermatologist invited me to “sip on champagne” and sample his new “daily nutrition for skin” cream.

• “For the more than 50 million Americans suffering from frequent heartburn, the thought of Halloween celebrations can truly be scary.”  — PR for NYC gastroenterologist who is also consultant to makers of a heartburn drug. One of his tips: “Don’t just stock up on treats, prep your medicine cabinet” with the proton pump inhibitor of the company for whom he consults. Read more »

*This blog post was originally published at Gary Schwitzer's HealthNewsReview Blog*

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