Demand Creation: Looking for the Ability to Supply Needed Marcomm Outcomes for Success

As we live in a world where marketing and communications are blended into integrated strategic communications for most organizations, it is important to remember that for all this to work – everyone has to be able to play in the ‘same sandbox.’ Sounds easy, but it is not. History has shown this to be true in several outfits. As more companies, especially health organizations and health groups, look at their SWOT analyses – it is important to note what marketing, pr, social media, and owned media can all bring to the table together is the recipe for success and achievement. When an organization asks about what kind of outcomes they are looking for, if these groups are not working together, no amount of time or money will help the organization get what it needs (nor will the consumer/patient).

The chart to use with your marcomm group: marcommchart

So the next time a group of marcomm professionals gathers to find out what the organization needs and what those individuals can do to fulfill those needs, look at the following chart marcommchart to see if everyone in the group knows what it ‘owns,’ what it is responsible for, and what it is willing to do to share/trade/contribute content to help others with what they are doing and help them succeed on behalf of the organization. Otherwise, watch the competition surpass you and serve their customers/consumers/patients/news media/other stakeholders better. Seems so simple – but this chart should start the conversation to help enhance what you have and how to make it work better and more efficiently, or realize your organization has a non-integrated marketing communications program – and that you need to fix this now.






marketing, media, media relations, Owned media, social media

Words To Live By for a Communications Professional

When I was in Washington recently, I had the good fortune to visit the Martin Luther King, Jr. Memorial. Remarkable man but even a more remarkable person who knew how to lead in great times of strife and deal with not-so-nice people. What struck me was one particular quote etched on a nearby wall that rings true for every communications professional that needs courage in times of trouble. You will always have issues that you need to cope with – and that colleagues and bosses don’t always want to deal with. We live to promote the good news and manage the bad.

But as his words underscore, it is how you deal with adversity that makes you a successful practitioner – not flying high when times are flush and the stories are good. I think about what Dr. King says every time I recall a pr problem I have encountered. It makes the work worth it, despite the scars.



Crisis communications, media relations

Watch Where We Go This Year at the American Institutes for Research

As 2012 unfolds – and health and healthcare continues to grab headlines and be a major part of people’s lives, the year promises to be an exciting time at the American Institutes for Research’s Health Practice. We will keep you posted on all the work we are doing at AIR Health to improve people’s lives through our exciting work – both for government and non-government partners and clients.

AIR is proud to be a research-based, evidence-driven non-profit/non-partisan organization. We apply research to benefit individuals, organizations and community. For 65 years, AIR has met the needs of important government, foundation, university and private industry clients. We also make partnerships and become an extension of the companies that we work for in order to help them run initiatives that improve the human condition, too.

AIR Health makes research relevant by:

Stay tuned. It promises to be exciting here and we want to communicate developments with you.

For more info on AIR, go to:

Jeff Molter

Principal/Communications & Social Marketing/Health Program








health sciences communications, medical communications, publications, research communications, social media

My new adventure: Principal, Communications & Social Marketing, Health Programs, American Institute for Research

In January 2012, I was appointed as a principal, comms and social marketing in Health Programs, for the American Institutes for Research. This 65-year old firm (they developed the MCATs), based in Wash DC, has $300 million in revenues, 1600 people in 31 offices worldwide, and does an amazing amount of work in health, education, social and behaviorial sciences to better the human condition. AIR does work for the NIH, CDC, foundations, universities and many other groups. They make research relevant.

I will be based in Atlanta for AIR and will help lead health programs and create new business opportunities for them.

See news release:  I Have Joined the American Institutes for Research as a principal in comms and social mktg for their Health Programs –


You can read more about AIR at:


My announcement at Times Square






Crisis communications, media, media relations, medical communications, multimedia, publications, research communications, social media

Book Party for Best Practices in Health Communications


My book chapter on crisis communications (a case study of the Duke Hospital Organ Transplant Mismatch) is included in this college textbook (chapter 7); you can access by going to:  …. I recommend you also get the book and read chapter 6 – great branding strategy at Children’s Hospital of Boston….Health Industry Communication is available on

Crisis communications, health sciences communications, media relations, medical communications

Plan Now to Live Through a Crisis Later

No one expects to wake up to a crisis. But they do happen, and they can happen to you and your organization. Never fool yourself. They can happen in New York City; Dekalb, Illinois; Blacksburg, Virginia; or Durham, North Carolina.  Here’s an excerpt from a book chapter I recently wrote on health crisis communications.  It provides a brief overview of what you need to think about and how to start. There’s also a link to the entire chapter that provides helpful information and a case history on the Duke Hospital organ transplant crisis that I was a part of.







Crisis communications, health sciences communications, media relations, medical communications, multimedia, Uncategorized

Social Media’s Evolving Role in HealthCare

When the Earthquake Hit DC, Some Tweeted to NYC Where People Knew About it 30 Seconds Before They Felt Tremors

An interesting article by Wendy Lynch. Describes how hand-held devices can help epidemiologists and may be able to assist in quickening the pace of medical research.


What Makes a Good Medical Story: 10 Rules to Remember


In the medical communications business, communicating health information to the public is important – but also a responsibility to all involved to make certain that reader or viewer gets the “whole” story. Doesn’t happen that often.  Please read this post; it tells everyone in our business (and the public) how to decipher medical research properly. Thanks to Gary Schwitzer for teaching this to health communicators and to Dr. George Lundberg for repeating 10 simple but sold rules to determine the veracity of health research.



medical communications, research communications

Team Spirit Builds a Winning Mentality


This is a very sharp oped written by my friend Sanyin Siang from Duke’s Fuqua School of Business and the brains behind the Coach K Leadership Conference — ties in Coach K’s philosophy of business with how he runs his basketball team. Very insightful reading and germane to today’s business climate.




Crisis Communications – The Duke Hospital Transplant Mismatch

I have written a chapter on crisis communications in a new textbook – Health Industry Communication: New Media, New Methods, New Message (Nancy J. Hicks & Christina Nicols, Jones & Bartlett Learning, 2011).  My co-author is Richard A. Puff. The book was released in August 2011. “Crisis Communications in the Health Sector” covers health crises, how to prepare for such crises or prevent them before they happen, understand the role of a communications specialist during a health crisis, and manage such situations. Richard Puff is Assistant Vice President for Public Relations and Communications at the University of Cincinnati Academic Medical Center.


health sciences communications, media relations, medical communications, publications, social media