Carrie Jones

As RFK Jr. takes the reins at HHS, 2025 could mark a pivotal year for health communications. In an era where public health narratives are shaped often by platforms like TikTok rather than by the CDC, the need for science-backed education has never been greater. Patients are increasingly using social media to self-educate, which makes clear, compelling, and evidence-driven storytelling critical. And yes, some of this will be from corporations/brands but at the end of the day we will have to lean on trusted voices. I see certified physicians and patient-led communities playing hero roles in bridging the gap between credible data and accessible communication. Companies like MedFluencers and Savvy Cooperative are already leading the charge, proving that health literacy and authenticity can coexist on these platforms. With rare disease communities already demonstrating how empowered, knowledgeable patients can drive better outcomes, could this become the evolving model for all healthcare communications?

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Mark your calendars! So excited to offer this free 3-part marketing webinar TA series this fall in September, October, and November. If you’re in HIV, public health, or just interested in how to better market for social good, come join us. You can join for one, two, or all three sessions. #marketing #publichealth #advertising #HIV #socialgood #technicalassistance #onlinelearning #datavisualization #graphicdesign #communications #publichealthcommunications

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I just got back from moderating an all-star panel on public affairs communications at the 2024 PRWeek Healthcare Conference in NYC. Huge thanks to panelists Ray Carson of The ALS Association, Ryan Anderson of HCA Healthcare, and Jake Farmer of Walgreens. After working with these experts on impactful state legislative and amendment campaigns, I can confidently say they’re among the nation’s most savvy government relations leaders. It was great having such a wealth of knowledge and expertise on one stage! Here are 6 public affairs tips and takeaways from our discussion — all relevant whether you’re advocating in healthcare or another industry: 1️⃣ Know Your Lawmakers Tailor messaging strategies based on knowledge your lobby team gains from their deep connections in the state capital, combined with insights from your PR team. Research key lawmakers to understand how personal experiences may influence their decision-making, such as work history or unique perspectives like military service. 2️⃣ Offer Clear Solutions Lawmakers don’t want to act as problem solvers for every issue. Ensure messaging offers clear solutions and positions your organization as a partner, not just another special interest group. Demonstrate how you’ve implemented private sector solutions and highlight the need for statutory or regulatory changes to overcome remaining obstacles. 3️⃣ Go Local Share local insights, relationships, and constituent stories when communicating with lawmakers. Identify advocates in each member’s district who understand your top issues and can speak on your behalf. Local perspectives can tip the scales in your favor, often outweighing the influence of capital insiders. 4️⃣ Build Coalitions National advocacy groups on the fringes of the political spectrum are increasingly using state legislatures as a farm system. Counter these vocal fringe voices by investing more time and effort in recruiting trusted coalition partners. 5️⃣ Be the Early Bird Public affairs is a team sport. Assemble your team – including lobbyists, PR professionals, and lawyers – early in the planning process. Invite them to strategy meetings to foster collaboration. Don’t wait until legislative session to activate your PR outreach and grassroots advocacy efforts. 6️⃣ Trust Your PR Team! Engage a PR firm that specializes in public affairs and gets how the game is played. Lean on them to help define a clear narrative, develop messaging, and provide ‘air cover’ with consistent positive messaging to combat misinformation.

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Valuable insights from WE Communications health team detailing the connection between corporate reputation and physician's prescribing decisions. Also goes deeper into the different layers of corporate reputation, from corporate to disease-specific and product level nuances.

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🚨👇𝐍𝐄𝐖 𝐀𝐑𝐓𝐈𝐂𝐋𝐄: **CCOs are getting a seat at the C-suite table** Elevating the role of communicators is something many of us have been focused on for years. As Dustin Siggins shares in this article that has been happening more frequently, which is a very good thing. However, elevating the role of chief communication officers also comes with new expectations for how those leaders operate within an organization and deliver results. I added my perspective on this topic along with Stephanie Roberts, Jeremy Tunis, Jeff Berkowitz and Nick Lagalante, MPS. Check it out! #communications #pr

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Calling all healthcare communications professionals! 📢 The MikeWorldWide MWW Health team wants to hear what you think! If you take our survey you will be entered to win a free pair of Apple Airpod Max 🎧. How do you perceive AI, Social Media, Cybersecurity, Crisis Communications, and more? Take this quick 3-minute survey to participate and contribute to your peers across the industry. Your insights matter! #healthcare #communications #AI #SocialMedia #CyberSecurity #CrisisCommunications #survey

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Last week, I had the chance to attend the PRWeek Healthcare Conference in NYC with my colleague, Theresa Liddy Dolge. I enjoy this conference every year, not simply because it’s fun to reunite with former colleagues and clients, but we get to hear from and connect with industry leaders on some of the most pressing health issues. Here are some of the biggest learnings we took away: 👩‍⚕️ Women’s health was a hot topic, with period positivity serving as the opening keynote. While progress has been made in how we talk about and treat menstruation, women in the US – more than in any other country – still face shame and restrictions related to their periods, including a lack of free period products in schools. Brands have an opportunity to lean into existing gaps to address women’s health head on and educate consumers in a positive way. 🤝🏼 Authenticity is key in creating partnerships to advance health equity. Organizations that meet communities where they are can make a bigger, more positive impact. 🔓 Weight stigma and bias are pervasive in our society. Although we’re seeing significant innovations in how we treat excess weight with anti-obesity medications, they are out of reach for many people living with obesity due to high costs or supply issues. It’s clear we can’t simply educate about obesity and weight health – we have to support and advocate for systems that ensure greater access to treatment. 👩🏾‍🤝‍👨🏻 What we say and how we say it is critical – particularly when trying to reach historically disregarded communities. From grassroots organizations to advocacy at the state level, it’s important for healthcare communications to be backed and informed by research and have set KPIs to maximize impact. As healthcare continues to evolve, our mission at Inizio Evoke Comms remains the same, to make health more human. I’m proud today and every day to be part of a forward-thinking global agency that supports clients in advancing health and wellbeing for patients and communities around the world.  #PRWeekHealthcare #Pharma #Communications 

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Thanks for having me on your podcast, Dana Snyder. This case study proves the power of listening. Have a listen and let me know what you think: https://lnkd.in/eFHBbH6H

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Time and time again, we see social media influencer campaigns promoting healthcare topics or brands miss the mark 🤦‍♀️ but as a mom [and millennial swiftie...IYKYK 💁‍♀️], this one hits different.   At Inizio Evoke Comms, we pride ourselves in developing authentic and compliant activations that tap into the power of influencers to help improve health and wellbeing. Being a mom, I empathize with Brittany and the parents of kids with life-threatening food allergies. In this case, she deserved better counsel and her followers deserve complete and accurate health information – especially when it comes to their kids.   This feels like another missed opportunity. When #InfluencerMarketing in healthcare is done well, you can change the trajectory of someone’s life for the better. You can help someone learn about a new community where they finally feel seen, give them the confidence to have a difficult conversation, or direct them to learn more about a potential medicine or reach a diagnosis they’ve been searching for. We can do better! What healthcare influencer campaigns have you seen flop, or even better, which ones have you seen hit the mark?   Here’s the story 👇

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>>>> 81% of surveyed physicians say corporate reputation influences their perception of medicine value at least moderately. (I can't get 81% of my family to agree to a pizza topping, so this is a staggering number!) Our latest #WEBrandsinMotion health report, "Reputation Rules: Unlocking Physician Prescribing Power," has a TON of fascinating, actionable takeaways for pharmaceutical companies, like the stat above. The full #ReputationRules report is at this link and is very much worth your time: https://lnkd.in/g3VcQzJv Kudos to my WE Communications Global Health colleagues on this powerful report!

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Here is my LinkedIn Year in Review from Co-Author. In 2024, I witnessed health care innovation come to life through the stories we helped tell. From groundbreaking sepsis diagnostics to the first-ever bone marrow transplant using cryopreserved donor marrow, it's been a privilege connecting medical breakthroughs with the journalists who bring these stories to light. This year reinforced what 40+ years in communications has taught me: when breakthrough medical innovations meet strategic storytelling, we can help change lives. Some notable developments we helped bring to public attention: • First successful bone marrow transplant using cryopreserved donor marrow (Ossium Health) • Novel rapid sepsis detection technology (Immunexpress) • Revolutionary esophageal cancer screening (Lucid Diagnostics) • Breakthrough COVID-19 protection for immunocompromised patients (Invivyd) Three stories that particularly resonated with audiences: "FDA Authorizes New COVID-19 Drug" Coverage in STAT News of vital protection for immunocompromised patients https://lnkd.in/eS2e9vtQ "NYT Coverage: New Protection for High-Risk Patients" Making complex treatments accessible to broad audiences https://lnkd.in/e2baJ_gu "First-Ever Bone Marrow Transplant Using Deceased Donor Tissue" FOX News coverage of a medical breakthrough opening new possibilities https://lnkd.in/eVZn7JXx To the journalists who helped tell these stories across NPR, ABC, New York Times, Wall Street Journal and beyond - your commitment to accurate, accessible health and science reporting makes innovation meaningful to those who need it most. Looking ahead: translating complex medical innovations into stories that drive understanding and access remains my focus in 2025. Every story toldhas the potential to change lives.

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Jaqueline Pantoja (Nichols) has collaborated with Econsultancy to publish an editorial article on the challenges & opportunities for health comms in the coming year. Inightful and actionable, as ever 💡🙏

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I share in this video one thing that healthcare comms and public affairs pros should pay attention to in the next couple weeks.

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When nearly half of the public and a third of health policymakers are unable to identify chronic obstructive pulmonary disease (COPD) as a lung disease, it’s time to Speak Up. This disease can be debilitating and impacts an est. 391M people, creating burdens on their families and health systems around the world. Action is needed. We can be the catalyst. At AstraZeneca we’re proud to be founding members of the influential campaigning coalition, Speak Up for COPD. Today alongside our partners, we’re launching The Global State of COPD Report, which provides policymakers with a solutions framework and best practices to transform care for people with COPD. We need you to #SpeakUpforCOPD and bring it to the top of policy agendas. Check out the report, share it, lend your voice, create change: https://lnkd.in/eCEQ7KM8

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The PR/Communications playing field is constantly evolving but these past few years have felt as if change has come at an accelerated rate. Especially in healthcare. I was curious as to what my colleagues in Communications, Engagement & Change at IWK Health were looking forward to (or dreading) in 2025. Becky Chapman, specialist, is interested in seeing what new ways we can use analytics and digital tools to better engage with those that aren’t desk-based. “The majority of our work force do much of their work away from computers so we need to make sure we’re talking to them in ways they can receive. We’ve talked about ways to communicate more through mobile and I think there’s a real opportunity there!” Kate Evely, specialist, is excited to share more progress updates about the new IWK Emergency Department as the project hits exciting milestones this year. “I’m also looking forward to improving IWK’s town hall meetings so that they better serve staff in an engaging and informative way.” “I think this year is going to be big for in-person communication and events, especially in healthcare. 2025 could re-introduce the pre-pandemic desire to communicate face-to-face and host more events in-person.” Kristen Lipscombe, senior advisor is planning on continuing to foster new relationships. “Over the past year or so, I’ve been learning from communicators who are newer to the industry, with their new perspectives, valuable insights and impressive talents using newer technology, so I look forward to continuing my growth in areas that are “new to me.” Terri Fraser, director, is foreseeing more real engagement and two-way communication. “A toll has been taken on this area since the pandemic and I think it’s foundational to any strong communication strategy. Throughout my career the projects that have been the most rewarding and successful were built on listening, trust and fostering relationships with audiences and partners.” Carole Bell, executive assistant, is anticipating supporting the team in working smarter, not harder. “I’m also excited to keep growing in my role and contributing to meaningful projects that make a real impact.” Darius Graff, digital and creative design, is interested in seeing how Google AI search results develop and whether we can control or affect it by tweaking website content etc. and how that can be monitored and measured. Darrian Thorne, senior advisor is looking forward to seeing more innovation and creative ideas from a communications perspective. “Achieving this will require continued collaboration and a shared commitment to making a difference through impactful messaging and meaningful support for families.” Andrea Slaney media relations specialist laments a dwindling media presence. “The media market will continue to decrease to the detriment of those wanting to get accurate health information out to the public and those relying on that precious resource.”

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For agencies and brand marketers looking to advance the GLP-1 conversation, here are a few thought starters. https://lnkd.in/eKeKquDz Written by Eric Weisberg of Havas Health & You

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The @AmericanCancer Society released new Breast Cancer Statistics. Building upon the progress we've made in reducing breast cancer mortality rates requires more people to have access to breast cancer screening and care. Advancements and progress are inequitable. Learn more at: cancer.org/breast-cff-2024

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