ESMO COMMUNICATION:
A GLOBAL CHALLENGE
Gracemarie Bricalli
ESMO Head of International Affairs
AIOM national workshop for medical-scientific journalists Reggio Emilia, 24-25 June 2016
GLOBAL COMMUNICATION FOR A GLOBAL AUDIENCE
ESMO is across oncology worldwide.
We communicate not only with members and the
media, but also with researchers, other healthcare professionals, patients, health authorities,
politicians and industry
Our ESMO 2020 Vision is the backbone of all our communication activities:
• Pillar 1 Integrated cancer care
• Pillar 2 Specialised education
• Pillar 3 Sustainable cancer care
SO WHAT DO OUR
AUDIENCES WANT
FROM THE MEDIA?
FEEDBACK ON WHAT OUR AUDIENCES WANT FROM THE MEDIA – AND WHAT CAN IT DO BETTER
EUROPEAN KEY OPINION LEADERS:
WE SHOULD ALL BE ON THE SAME SIDE
“Many oncologists are too modest. They have a tough job and dedicate all of their time and effort to cancer patients.
They are not able to do what they are ‘expected’ to do, which is cure all cancer patients. We need more support
from the media about the good that we do.
We want to feel the media is on our side.”
FEEDBACK ON WHAT OUR AUDIENCES WANT FROM THE MEDIA – AND WHAT CAN IT DO BETTER
WORLD HEALTH ORGANIZATION:
SHOULD I BE A VEGETARIAN?
“It has been crazy here answering phone calls ever since the media picked up the IARC classification of red and processed meat as a carcinogen. IARC is a WHO agency and people are calling to ask if they should be vegetarians!”
FEEDBACK ON WHAT OUR AUDIENCES WANT FROM THE MEDIA – AND WHAT CAN IT DO BETTER
LOW AND MIDDLE INCOME COUNTRIES:
GAME-CHANGER
“Global communications has been a game-changer in allowing oncologists in Latin America, Asia, and Africa, to have access to the latest information at the same time as
everyone else. We now have access without having to leave home.”
PRACTISING ONCOLOGISTS: AVOID FAST-FOOD REPORTING
“Without the media oncology would no be possible in community hospitals that work outside of the large academic networks. However, the media need to make
sure they check the facts in press releases and their references. I have found errors in the reporting, for example proposing second-line treatment based on first-
line treatment literature. They need to avoid ‘fast-food reporting’ and taking shortcuts.”
FEEDBACK ON WHAT OUR AUDIENCES WANT FROM
THE MEDIA – AND WHAT CAN IT DO BETTER
PATIENTS: PLEASE DON’T GIVE US FALSE HOPES
“Many patients believe what they read in the media.
However, the media often ‘hype’ new developments that will only be ready in 10 years. This creates false
hopes for families in despair to believe that the
treatments are available already now. Some oncologists also ‘hype’ their new discoveries to gain international attention. The media and oncologists should strive not
to be successful but to be of value.”
FEEDBACK ON WHAT OUR AUDIENCES WANT FROM
THE MEDIA – AND WHAT CAN IT DO BETTER
HOW ESMO SELECTS INFORMATION TO COMMUNICATE
ESMO Press Committee and
Press Office
ESMO Faculty of over 300
experts Scientific
Committees for ESMO events
ESMO
Communications Department
ACCURATE INFORMATION FROM A RELIABLE SOURCE
– VISIT OUR ONLINE PRESS ROOM
ESMO MEMBER COMMUNICATIONS
SCIENTIFIC
ESMO Scientific eNews ESMO eNews
NON-SCIENTIFIC Diversified channels for diversified needs
SUBSCRIPTION-BASED OPEN ACCESS
ESMO website OncologyPro
Annals of Oncology ESMO Open
ESMO MEMBER COMMUNICATIONS
Diversified channels for diversified needs
TRADITIONAL MEDIA NEW MEDIA
BROAD DISTRIBUTION ESMO Congress Newspaper TARGETED DISTRIBUTION
ESMO YO Newsletter President’s Letter
ESMO MEMBER COMMUNICATIONS
Diversified channels for diversified needs
Social Media
ESMO COMMUNICATION WITH PATIENTS
Patients are the driving force behind everything we do
DISSEMINATING KNOWLEDGE AND PROMOTING EQUAL ACCESS TO
QUALITY CARE
Cancer Guides for Patients ESMO Cancer
Advocates Working Group
ESMO Patient
Advocacy Track Advocacy in Action
Forums
ESMO AND THE MEDIA
PRESS RELEASES – AND
COMMENTATRIES LIVE AND VIRTUAL PRESS
CONFERENCES AT CONGRESSES – AND PRE-CONGRESS BRIEFINGS
We communicate with the media globally, across Europe and in individual countries
INTERVIEWS AND VIDEO COMMENTARIES
– ALSO FROM MAJOR CONGRESSES
SOCIAL MEDIA
We communicate with the media globally, across Europe and in individual countries
ESMO AND THE MEDIA
GLOBAL COMMUNICATION FOR A GLOBAL AUDIENCE
EVIDENCE- BASED
SOURCE DATA - SCIENTIFIC
JOURNALS
MEDIA
LOGIC
EMOTION
ONCOLOGISTS PATIENTS
ESO JOURNALISTS PROFESSIONAL
DEVELOPMENT COURSE AT ESMO CONGRESS
2014 MEDIA TRAINING FOR
ESMO SPOKESPERSONS
We communicate with the media globally, across Europe and in individual countries
ESMO AND THE MEDIA
ESMO OPEN
WWW.ESMOOPEN.BMJ.ORG
ESMO Open, our online open access
journal – a new resource for the
media
ESMO COMMUNICATION WITH PATIENTS
Patients are the driving force behind everything we do
DISSEMINATING KNOWLEDGE AND PROMOTING EQUAL ACCESS TO
QUALITY CARE
Cancer Guides for Patients ESMO Cancer
Advocates Working Group
ESMO Patient
Advocacy Track Advocacy in Action
Forums
MEDIA COVERAGE OF ESMO 2014
Statistics of media coverage at ESMO 2014
WE NEED EACH OTHER!
ESMO CONGRESS 2010, MILAN
A successful collaboration with Italian media
354 journalists from 32 countries onsite 95 journalists were Italian
3,500 news clips in trade and mainstream media
Over 200 outlets represented: 80% in the medical/health/science sectors
18% mainstream press (national and international); 2% in the business and financial sector
32 press releases issued to the international media
+ 3 to the Italian press, highlighting Italian trials and practice-changing studies 7 press conferences organized for the international media
+ 3 for the Italian press
ESMO MEDIA COVERAGE – SOME ITALIAN EXAMPLES
27 Sept. 2014
29 Sept. 2014 01 July 2014
04 Nov. 2015
ESMO – OUR GLOBAL NETWORK
•
CANCER PROFESSIONALS (researchers, pathologists, nurses, etc.)
•
PATIENT ADVOCATES
•
EUROPEAN AUTHORITIES
•
EUROPEAN NATIONAL ONCOLOGY SOCIETIES (like AIOM)
•
PARTNER SOCIETIES WORLDWIDE (like ASCO)
•
INDUSTRY
•
WORLD HEALTH ORGANIZATION (official relations status)
IN SUMMARY
Let’s continue to work together to communicate about cancer science in the most accurate, reliable and independent manner
ESMO is here to answer your questions, and to provide you with a global context and a balanced viewpoint
Please come to us for more information, interviews and whatever else you need to communicate what’s happening in the world of
cancer science today - and what’s planned for the future Patients come first for ESMO and we respect the seriousness of their condition and the intercultural issues of the many countries
we operate in: we offer guidance for the media as well as information
AND NOW IT IS MY TURN TO ASK…..
WHAT DOES THE
MEDIA WANT FROM ESMO – AND WHAT
CAN WE DO BETTER?
SEE YOU SOON AT…
esmo.org
twitter.com/myesmo facebook.com/esmo.org
youtube.com/user/ESMOchannel/
plus.google.com/+EsmoOrgMedicalOncology/videos linkedin.com/company/European-society-for-
medical-oncology
FOLLOW US ON:
Contact the ESMO Press Office: media@esmo.org
