1. Communications Affinity Group
May 21, 2012
Tamara Ruggiero
Vice President, Communications and Marketing
American Kidney Fund
and
Chair, Communications Affinity Group

2. Housekeeping Announcements
 Will mute phone lines so that we all can hear
 Will take questions at end of each presentation
 Will record the presentation
 Problems during the presentation?
 Contact us at kgarrity@nhcouncil.org or
202-785-3910
© National Health Council

3. Tamara Ruggiero

4. Matt DoBias
Health Care Reporter, PoliticoPro

6. Questions & Answers
Matt DoBias

7. Kim Richardson
Strategic Experts Coordinator, WebMD

8. Raising Awareness and Reaching
Patients on WebMD
05/22/12 8

9. “A Different Normal”
http://blogs.webmd.com/chronic-conditions
05/22/12 For Internal Use Only 9

10. Rising Above Restrictions
Vision
– Illuminate the reality
– It’s about the people,
not the conditions
– Create a collective voice
Opportunity
– Reach audience
– Personalize the
condition
– Provide resources
05/22/12 For Internal Use Only 10

11. Rising Above Restrictions
Vision
– Illuminate the
reality
– It’s about the
people, not the
conditions
– Create a collective
voice
Opportunity
– Reach audience
– Personalize the
condition
– Provide resources
– Raise visibility
05/22/12 For Internal Use Only 11

12. Organization Participation
Plan
– Organizations surface
bloggers
– Bloggers create content
– WebMD posts and
programs the content
in appropriate areas
Participation
– Ad-hoc posting
– Flexible schedule
– Responding to
comments is optional
– Support from WebMD
05/22/12 For Internal Use Only 12

13. Participating Organizations
The ALS Association
American Association on Health and Disability
American Kidney Fund
CaringBridge
Mesothelioma Applied Research Foundation
National Eczema Association
National Foundation for Ectodermal Dysplasias
National Marfan Foundation
National Psoriasis Foundation
Parent Project Muscular Dystrophy
Prevent Blindness America
Sjögren’s Syndrome Foundation
Society of Nuclear Medicine
05/22/12 For Internal Use Only 13

14. Reader Engagement
This is my first time on this site an I am thrilled I have someone to vent to.
Knowing you are not alone with this disease is a good feeling. Our problems
are those that are difficult for other's to comprehend, thus, we don't look
sick. - Debra Sue (comment on “Breaking the Silence”)
I love the above courage and inspirations you all have given me. It truly helps
to talk to someone who also knows chronic pain. Believe me I pray a lot.
-Julie (comment on “How to Find Smiles”)
What a help to realize there are other people out there who are dealing with
chronic conditions. If we are not able to meet in person this can be our
support group. What a miracle the Internet is. – Susan (comment on “A
Balancing Act”)
More topics like this should be in all doctor's offices, hospitals, and any
health care facility. Anywhere it can be read by those who are so blind to
those of us who suffer. We need to get our voices heard. Now not later. –
mek53151 (comment on “Relationships and Invisible Illnesses”)
05/22/12 For Internal Use Only 14

15. Getting Involved
Contact WebMD (karichardson@webmd.net)
Identify bloggers
– Patients, doctors, administrators – whoever has a story to tell and is
dying to tell it
Brainstorm topics
– Topics should be “big picture”, using the specifics of the condition to
frame and inform, but focusing the message on the impact of the
condition not the condition itself
– Posts can mention (and link to) the organizations when appropriate,
but should not be about the organization
Send post to WebMD for publishing
– Posts should be 300-500 words
– Written to 6th grade reading level
– Also needs a headshot and bio of author (bio is 50-75 words)
05/22/12 For Internal Use Only 15

16. Questions & Answers
Kim Richardson

17. Communications Affinity Group
May 21, 2012
Tamara Ruggiero
Vice President, Communications and Marketing
American Kidney Fund
and
Chair, Communications Affinity Group