By Liz JohnsonAs MGMA's media relations representative, I take all the media calls for the Association. That makes for a career that is certainly exciting, sometimes unpredictable and always entertaining.
Folks often ask me what reporters are covering respective to MGMA, and the answer is a moving target. Today more so than any time in my six-and-a-half-year career with MGMA, it's all about the slumping economy.
Trade and consumer reporters want to learn how the economy is affecting you in terms of patient behavior, your ability to adopt health information technology, business practices, financial viability and the ability to keep your group going. Publications are examining the effect of the financial downturn on medical groups, and seeking MGMA's input on solutions to improve your bottom line, such as better inventory management.
And as always, MGMA President and CEO William Jessee, MD, FACMPE, is out there burning shoe leather, representing your side of the issues. You may have seen that Dr. Jessee was nominated to be among Modern Healthcare Magazine’s Top 50 Most Powerful Physician Executives. He has been featured on this list since its creation in 2001. Cast your vote and ensure group practices advocates are represented!
As this article in Crain's Detroit Business points out, your role as "plate spinners" is among the most challenging in health care in this fiscal environment. If you are a practice leader who has noticed a major change in patient volume, patient behavior or your bottom line as a result of the economic slump, get in touch with me. I know some reporters who would really like to speak with you!
Of course, the big news for January was MGMA's launch of Project SwipeIT, which the media covered well, including our outreach publicizing support of the initiative by UnitedHealth Group and Humana.
I talk with many MGMA members each week, and some of them aren't accustomed to contact with the media. You may not realize what a great resource your local community media can be to your practice. I'll leave you with two tips that may help you interact with the media.
- Tip 1: The news that's fit to print (or broadcast). First, assess the topic you want to discuss or "pitch." Ask yourself whether your news is timely, interesting and relevant to a wide audience. Stay away from announcements that are obviously self-serving or product-focused. Try to link your organization's news to broader trends in the marketplace or health care issues that affect everyone.
- Tip 2: Know your audience, know your audience, know your audience. The most common grievance from reporters is that communicators and sources fail to do their research. Take the time to learn reporters' beats. Would they cover your news? Would the media outlet's readers/viewers/listeners be interested in your news item? Find out whether reporters prefer story ideas by e-mail or phone calls. This is an easy way to make allies of reporters and increase the chances of your news being read.
Liz Johnson, MGMA's senior public relations manager, is always available to answer your media relations questions.
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