How to Handle Negative Press

Remember the good old days when the only reason a reporter called your pharmacy was to get your professional opinion on a certain medication? Unfortunately, that is not the only reason a reporter might call upon you.

We are all quite aware of the negative press community pharmacy has been receiving this year. Whether the negative press is directed at your pharmacy or a competitor, knowing what to do in this situation is vital. The Keep Your Pharmacy Open team asked Jeff Crilley, an Emmy Winning TV Reporter out of the Dallas/Fort Worth area to help the Pharmacy Community.

“Mike Wallace is Here to See You”

By Jeff Crilley, Emmy Winning TV Reporter

There’s an old saying in corporate America, “You know it’s a going to be a rough week when your phone rings and your receptionist informs you that Mike Wallace is waiting in the lobby.”

Over the years, the famed 60 minutes correspondent has barbecued many a CEO on national TV. But as a journalist with more than two decades of experience, I can think of something even scarier---a rookie reporter on deadline covering a juicy scandal at your pharmacy.

Here now are three tips to dealing with a media crisis that I hope you’ll never need:

1) “No Comment” isn’t an Answer

I don’t care what your attorney says; “No comment” won’t cut it. I give my free crisis communications talk all over the country and I’ve spoken to dozens of bar associations. Guess what? They don’t offer media courses in law school. Attorneys are simply told to tell their clients not to talk to the media. “We won’t try this case in the court of public opinion,” is the reason most attorneys will give their clients.

But while they’re waiting for your day in court, your business is making headlines and customers are shopping for another pharmacy. I’m sorry, folks--“No comment” doesn’t make the story go away. It just goes on without you.

2) Face the Media Head On

It doesn’t mean you have to get into details of the case. Simply face the media and give reporters a statement that shows your concern. Even a short statement delivered from the heart will go a long way. Here’s something you could say that even your attorneys shouldn’t have a problem with—“We’ve devastated by the news. We’re trying to figure out what happened ourselves. But we can tell you that our employees are devastated and we’re asking for everyone’s prayers as we try to get through this.”

3) The Messenger is as Important as the Message

I’ve seen this time and time again---someone is sent out to face the media and they aren’t able to communicate. Remember, whoever talks to reporters becomes “the face” of your business. In times of crisis, whoever can best communicate the heart of your business should be the person dealing with media. It doesn’t matter how much money was spent designing the outside of your business, it’s the spokesperson who will be the architect of the message and will set the tone for the coverage. Put all egos aside and decide who is the best person to convey the heavy heart of your business.

Jeff Crilley is an Emmy Winning reporter who speaks at no charge on the subject of media relations. He’s the author of Free Publicity, the first PR book ever written by a working journalist. For more information on his book or to book him to speak to your group, visit http://www.jeffcrilley.com/.

Do you have a comment or question for Jeff? If so, post it here.

Is Anyone Else Dizzy from the All the Changes to Medicare Part D?

~Attention Medicare Patients, Caregivers, and Pharmacists~

As we prepare for 2008, many Medicare patients, their caregivers, and their pharmacists are trying to figure out the newest changes to Medicare. As if figuring out Medicare Part D the first time wasn't difficult enough.

Well, one pharmacist has had enough and wrote his Representative to give his thoughts and solutions. We are going to share this email with you here. As you read this letter, please think about what you can do to light a fire under your state Representative to get our Medicare crisis resolved. Our elderly population needs all of us to step up and follow this pharmacist's example.

11/28/2007

Representative Rick Larsen
United States House of Representatives
1529 Longworth House Office Building
Washington, DC 20515

Dear Rick:

From time to time you have been able to stop in our pharmacy when on
Lopez Island and I always felt you listened to our concerns about health
care. I thought I'd share with you what I call the Medicare Part D
Merry-Go-Round. Each year the Medicare patient must reevaluate their
respective Medicare Part D drug plan, only because the coverage that they
had during the current year can and does change each year.

Plans have low balled premiums only to raise them in latter years
with the hope that most Medicare patients won't change their plan. If they
don't raise their premium they change what they cover. If that isn't enough
the plans then still covers their drugs, but then changes the copays, or
other criteria for their drugs. This is a unbelievable complicated system
for our seniors. We try to help our patients make sense of the changes, and
when we can we provide education to them to show what their plan was, is or
will be. Again most of the plans are betting that the patient will not
change plans.

I've got a good grasp on the system and it takes me hours to
evaluate the plans, can you imagine how a Medicare patient that isn't
computer savvy feels? This system needs to be fixed and fixed now. Think
about these common sense ideas.

1. Make a fixed list of drugs that are covered for a basic, premium and
deluxe plan.
2. Make copays fixed for generics and brand name.
3. Get the rebates that are lining the pockets of the managers of these
plans into the patients pocket by getting rid of the donut hole.
4. Let the PBM's make their money by being claims processors, not slight of
hand artists in hiding their rebate dollars.
5. Remove the self-referrals that the PBM's are making by steering the
Medicare patient into their own mail order pharmacies.
6. We need to allow medications to stand on their own two feet for their
effectiveness, not how many TV ads that can generate.
These direct to consumer ads are adding huge amounts to the cost of
prescriptions in this country. We all know that more dollars are spent on
promotions than on research.
7. Finally make one plan ran by Medicare itself, not by the private plans.

Our elected officials have the power to change this system and it
must be changed. What is important is getting quality care to our seniors.

Respectfully,


Richard C.McCoy,Jr.R.Ph.
Lopez Island Pharmacy
Lopez Island, WA 98261
360-468-2616 x103

***Reproduction and publication rights are granted on this letter to
any group or individual ***

If we all take action like this one pharmacist, we can make an impact. However, the time to act is now. To find your State Representative, click here.