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Thursday, February 25, 2016

How Medical Organizations Can Benefit From Media Relations

Physicians can greatly benefit through media relations for many reasons. Most patients and consumers get information concerning recent medical breakthroughs, studies or news via traditional media. The physicians often portrayed in the media are deemed to be trusted experts. They have a high likelihood of being sought after by potential patients and consumers. Public relations (PR) as a field that is not essentially marketing, but rather an effective strategy of educating and informing the general public. Two keys to a clearly a successful media campaign are information and education. Press coverage not only gets seen by the target market; it attracts patients and promotes the credibility and validation of the physician.

"The medical marketing technique that has proven time and time again to be highly effective in building credibility and trust is PR. While traditional advertising has been successful in marketing medical practice, there are some risks associated with the approach. There is no single patient who enjoys the feeling of being sold. Patients are more comfortable and readily willing to see a physician they can fully trust. They want to rely on someone they think has the best medical skills to help them to attain optimal health and well-being. Appearing in media platforms evidently builds trust and validation," said Jim Sebesta, spokesperson for .

Physicians introducing novel treatments or procedures rely on their relationship with the media. The media serves as the perfect platform for delivering the message of trust, safety, success and expertise. It is important to establish credibility and validation factors. Formulating decisions that concern medical treatments and health care can be terrifying for many consumers and patients. For this reason, they always hesitate to be subjects for trying a newly introduced medical procedure. Targeted public relations can play a vital role in establishing a sense of trust. Greater trust should be established for more sensitive or newer medical procedures. PR will therefore be crucial in establishing the trust in question.

As mentioned above, an effective campaign for medical PR does not solely entail marketing. It also involves conveying useful information and sensitizing the public. Effective media relations campaigns inform and educate people. It is fundamental for physicians to view and carry themselves as mentors. To establish themselves as medical field experts, physicians can use media to showcase their skills and communicate their stories. The stories or skills presented will eventually reach the target market and build a thriving medical practice.

Thursday, February 18, 2016

Meghan O’Hare Joins GdB

Minneapolis-based creative agency Gabriel deGrood Bendt (GdB) has hired Meghan O’Hare as a designer and user experience (UX) specialist.

Meghan brings an array of design and UX expertise to GdB, having worked at multiple design firms on a range of different media. Meghan most recently served as a senior UX designer with Best Buy Corporation. In her role at GdB, she will be responsible for a full range of design work with a focus on digital visual design.

“Meghan really embodies our spirit of Always Thinking,” said GdB creative director Doug deGrood. “As digital becomes more and more of what we do, Meghan will be a great addition to our team.”

Meghan, an Olson alum, also worked extensively for Target Corporation.

Job - ICUC - Social Media - Account Manager

Spong has named Christine Michaelis as vice president

Spong has named as vice president of the agency. She is based at the agency’s Minneapolis headquarters.

Michaelis joined Spong in 2014 as a managing counselor, providing leadership to client teams in both the fast-growing food and nutrition and the home and design practice groups.

As vice president, Michaelis will continue in her account leadership role for clients Arla and Sherwin-Williams, and will also oversee the client relationship management leadership team.

Michaelis also serves as co-chair of the Minneapolis Chapter of the Interpublic Group (IPG) Women’s Leadership Network. In this leadership role, she has
organized events that help empower and promote the advancement, retention and recruitment of women in the industry.

Prior to Spong, Michaelis spent six years with Exponent PR in Minneapolis.

“Christine joined Spong two years ago, and has quickly proven herself to be an important member of our team,” said Julie Batliner, president of Spong. “The combination of her positive leadership, coaching and mentoring as well as her ability to drive business results for her clients and the agency puts her in the cream of the crop. We look forward to her success as vice president.”

Saturday, February 13, 2016

Wednesday, February 10, 2016

Gdb - Park Dental Clips Tooth Fairy's Wings

Gabriel deGrood Bendt (Gdb) out of Minneapolis is helping Park Dental highlight its local doctor-owned status and reputation for personal care via the TV spots described below.

Park Dental Clips Tooth Fairy's Wings
New campaign from GdB touts a more enlightened approach to dentistry

The Tooth Fairy (who happens to be named Carl…who knew?) stars in a new TV campaign from Park Dental, which operates 40 doctor-owned practices throughout the Twin Cities and western Wisconsin.

In the first of four spots, a Park Dental dentist explains to the Tooth Fairy that times have changed and maybe it's time he hung up his wings.  He counters by saying maybe he could evolve and become the Tooth Ninja.  Subsequent spots feature various attempts by the Tooth Fairy to hold onto his day job (or night job, as it were).

"Park Dental has been an innovator in dental care since it was first established in Brooklyn Center in 1972," said Brian Delgado, marketing manager for Park Dental.  "This lighthearted campaign serves to position us as the forward thinkers in the category and remind people that our practices are owned by dentists who are emotionally invested in their patients."

Park Dental’s theme line "With you every smile of the way" speaks to that relationship.

Gage Hires Mark Iverson as CRO, V.P. of Business Development

Gage, a Minneapolis-based engagement marketing agency, announced today it has hired Mark Iverson as chief revenue officer, vice president of Business Development.
Iverson brings extensive experience providing global sales, operations management and business development for a variety of firms—from start-ups to multinational firms—across diverse industries. Prior to joining Gage, he was a vice president of business development for Fision Holdings Inc.’s Insurance and Financial Services Division. He previously served as a senior vice president of Sales & Products at, and as a group vice president and general manager for Digital River. He received his bachelor’s degree in business administration and marketing management from the University of St. Thomas in St. Paul, Minnesota.
“We’re pleased to welcome Mark as the new leader of our Business Development team,” said Tom Belle, president and CEO, Gage. “Mark’s most recent experience in martech makes him well qualified to bring our marketing, digital services and engagement platforms to leading channel and consumer marketing companies. We look forward to Mark helping grow our client roster of world class brands.”

Job - Mall of America - Community Relations Coordinator

2016 - APR Study Workshop

APR Study Workshop
Friday and Saturday, February 26-27, 2016
Minnetonka School District Office
5621 County Road 101
Minnetonka, Minnesota

Registration Information:
FREE and open to all interested PR practitioners (no PRSA membership required)
Please register at 

Don’t put it off any longer! APR accreditation is the fastest, most practical way to upgrade the strategic value you bring your organization, and position your career for advancement. Explore or start the four- to six-month process at this workshop featuring some of Minnesota’s most seasoned and dynamic presenters. This small-group, two-day course in key knowledge, skills, and abilities (KSAs) covered by the exam is one of PRSA’s most comprehensive and inspiring professional development workshops. Understand the process better, jump-start your study, see sample portfolios, and get early feedback on your application or questionnaire—all in a supportive group of peers. Or just come and learn best practices in PR--with no obligation to start the process!

For a detailed schedule and agenda or other questions, email Janet.Swiecichowski, APR

To further explore APR, go to

Why I Wish I'd Earned APR Years Ago (by Holly Donato)

Tuesday, February 09, 2016

Job - MarComm - Social Media Engagement Manager

Friday, February 05, 2016

Job - Vital Images, Inc. - Manager, Marketing Communications

Thursday, February 04, 2016

Job - MN IT - Communications Content Specialist

Tuesday, February 02, 2016

Job - National Marrow Donor Program - General Public Marketing Intern

ImpediMed selects Maccabee

ImpediMed Limited, a Carlsbad, California-based global medical technology company that has announced the US commercial launch of its L-Dex system for the clinical assessment of lymphedema, has chosen Maccabee as their public relations, content marketing and social media agency. L-Dex is the first product of its kind to utilize bioimpedance spectroscopy (BIS), a non-invasive system for measuring tissue composition and fluid status.
Maccabee will serve ImpediMed in partnership with Minneapolis-based StoneArch, ImpediMed’s healthcare marketing agency of record.

Thrice-named one of Minnesota’s “100 Best Companies To Work For,” Maccabee is a public relations and online marketing agency providing clients with exceptionally strategic and creative media relations, social media strategies, inbound/content marketing and corporate communications counsel from its headquarters in the North Loop District of downtown Minneapolis. Learn more about Maccabee at and, and find the agency on FacebookTwitterLinkedInYouTube and Pinterest.
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