Welcome to Marty's Medical Musings

We love doing healthcare PR at Palin. And we've got views about the best way to do it. We're proud of our campaigns and we like to tell people what we've achieved.

So whether you want to check out the latest written blog from Marty below, watch our latest video production, get some 'tips' for improving your PR function or catch up on our latest success stories, this is where you do it.


Client contributions to great campaigns

PR consultants are programmed to be focused on client service. We go above and beyond what is expected to ensure a positive, long-term working relationship. But this “can do” attitude sometimes creates an imbalance in the agency-client dynamic.

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Topics: Healthcare PR, #publicrelations, clients, proactivity

Efficiency is more than a cliché in Australian healthcare

Imagine a lobbying program that pushed for no more funds to be given to the Australian health system. Or a PR campaign that urged no more investment in medical science.

Imagine if the campaign catchcry was “We’ve got enough. We just need to use it better!”

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Topics: Healthcare PR, opinion, healthcare variation

Blockchain and healthcare: Government policy the main barrier to adoption?

The Federal Government announced in the May Budget the creation of a ‘My Health Record’ for every Australian that will begin from mid 2018. But just as this centralised and expensive project achieves launch velocity, a relatively new technology is gaining traction that could change record keeping, the Internet and almost every aspect of life. That technology is BLOCKCHAIN.

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Topics: Healthcare PR, health, blog, barriers

The creative conundrum and other dilemmas in big Pharma marketing

There were three standout themes for health-focused PR agencies in the latest Pharma In Focus White Paper (Marketing in Australian Pharmaceutical Companies in 2015/16). They were creativity, procurement and quality.

First creativity. Boy, what a can of worms! Agencies say clients “place little value on creative solutions, preferring a tried and tested approach”. Well that may be the case with some companies. But agencies also acknowledge that clients “called for creativity in tackling problems”.

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Topics: Healthcare PR, public relations, pharma, PR, creativity, strategy

Firing up the machine to turn a launch into a campaign

What kind of communications approach can turn the launch of a new report or new clinical data into a real campaign of advocacy?

It’s a more important question than people realise.

Marketers get all worked up about the possibility of using PR because they’ve got some new clinical paper being published or they’ve commissioned some expert to do a big review of their disease area.

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Topics: Healthcare PR, public relations, health PR, PR, disease awareness, advocacy

More blurred lines when opinions become news

Why are Sonia Kruger’s views on immigration regarded as legitimate news?

It’s a question some very experienced and respected journalists continue to wrestle with.

ABC broadcaster Richard Glover seemed at a loss recently to explain how someone’s views on immigration could possibly constitute genuine news.

He commented last week1 that “the surprise for me is that [celebrity opinions] are picked up by other media and then reported as if it’s news in itself. It is a change from even five years ago”.

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Topics: Healthcare PR, PR, newsworthiness, journalism, opinion, content, news, media, Sonia Kruger, new media

Seven steps to a positive reputation for Australian medical companies

For all the talk about the importance of a “positive corporate reputation”, there is surprisingly little written about what tangible actions you should take to build one. What specific themes should be the focus for Australian medical and pharmaceutical companies that aspire to lift their organisational reputation?

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Topics: Healthcare PR, health PR, pharma, blog, healthcare pr blog, martin palin, pharmaceutical industry, corporate profile, Corporate reputation

Social media and reputation: Simplifying the equation for Australian healthcare companies

What do wine and social media have in common?

They are two topics about which a lot of rubbish gets spoken.

So here I want to at least have a go at simplifying social media. I’ll leave viniculture to others.

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Topics: Healthcare PR, Best Practice PR, healthcare marketing, social media, content marketing

PR’s constant renewal

None of the cells that make up your bones, skin and muscle as a kindergarten kid are still alive when you are an adult. They’ve done their job, died and been replaced by new cells.

The notion of “business as a living organism” got me thinking about how much things have changed in business since my own consultancy made the transition from start up to young adult.

The name and essence of the business is essentially unchanged since our doors opened when John Howard was in his first year as Prime Minister. But now none of the people in the Palin Communications team are the same, it’s in a different location and what we help clients achieve now is unrecognisable from back in the day. It’s the same organism but it’s composed of different cells.

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Topics: Healthcare PR, public relations

When content is not strategy (or how to get retweeted to millions of followers)

People who work in PR are used to explaining to clients that a good media relations strategy is almost always completely detached from the content of "the media release". 

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Topics: Healthcare PR, Best Practice PR, Social Media and Community, Medical marketing


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