McKerns Development Blog

A Resort by Any Other Name

Sat, 30 Jan 2010 10:38:00 -0500

Leslie McKerns

McKerns Development

www.mckernsdevelopment.com

Well I guess we’ve all heard the news – hotels are dropping the word “Resort” from their name faster than a hot rock. But not the hot rocks that get lovingly placed upon you at a resort. Oh, no.

Having carefully distinguished themselves as a resort getaway, hotels now find that they can only get business bookings by removing the word “resort” from their marquee.

Apparently too much scrutiny of the corporate event has caused resorts to devolve their brand. So, that dip in the hot spa better be for medical reasons. Like you shifted your scapula by throwing your hand in the air with good ideas.

This economy has left many with the surprised look of a too tight Palm Beach facelift. It is teaching that too-slow-to-react to a fundamental shift means you lose.

Who would have thought that people would be running from their brand? Well, when the brand no longer stands for something people want, or they want it but don’t want other people to know they want it, there is a shift away. And then the need for repositioning begins.

Well, if the name “resort” is up for grabs, I’m grabbing it. I’ll lease it out to you supermarket guys if you want to be a food resort where your apples are swaddled in foam wrap, tightened into place with shrink wrap and nestled in a warm basket.

http://www.mckernsdevelopment.com/apps/blog/

Life's Big Choices

Tue, 26 Jan 2010 16:16:00 -0500

Leslie McKerns

www.mckernsdevelopment.com

So I like reading Hemingway and D.H. Lawrence as much as the next girl, but sometimes I record and watch Little Miss Perfect too. How could you not?

Jordan (“older kid” 7?): The little kids have it easy. All they have to do is say something. The older kids not only have to say something they have to expand on it.

Yeah, some days I feel like that too – not only do you have to say something, you have to expand on it. And smile. And have a dance routine. And have “Wow Wear.”(Picture jazzy themed costume.)

Judge 1: There’s something not right about her hair. It sticks out a little bit on one side.

Judge 2: Is her hair bothering you?

Judge 1: Mnnhmm (nods yes).

Spoiler alert – Emily wins.

Emily: I want to be Miss America someday. But my backup plan if I don’t get to do that is I’m going to be a doctor or a veterinarian.

And for any of those, she’ll have to smile, say something and expand on it and have Wow Wear.

Reach us at www.mckernsdevelopment.com

Brands Change as Life Happens

Tue, 19 Jan 2010 14:36:00 -0500

mckerns@mckernsdevelopment.com

So I was enjoying an outing to Peanut Island with some buds the other day. Much hilarity and high jinks, (picture being left alone in Kennedy’s Bunker with all the cool stuff.)

Yep, you guessed it, as soon as the tour guide left (we looked innocent enough, and besides, what are we going to do – take the tiny cots? Or the buckets that serve as bathrooms?)

As the guys took turns sitting behind the President’s desk and mugging it up as President in command of the Cuban Missile Crisis, I realized this was much more fun thanthe original experience (being a little kid in Florida during the actual event) – but it did bring back memories of playing in my across the street neighbor’s actual bomb shelter. (Look you can crank the shaft for actual air! Look we’ll have these cans of food to eat and you won’t!)

Basically the Kennedy bunker is a glorified corrugated metal pipe stuck in some huge (well huge-ish) pile of sand with a hinged door that looks to me like one you’d find on a submarine. And painted a cheerful camouflage green (Hi! You can’t see me against this white sand!)

And so I pictured President Kennedy’s face when they led him on the tour (Look what we built for you!) Complete with tiny metal cots, a sad, sad desk and a couple of state of the art back in the day plastic telephones. (Even I had a better Princess phone than that – sniff.)

They said he had enough food for30 days. Now where he was going after 30 days we don’t know, with most of the world being flattened and irradiated.

Anyhoo—we are so much more sophisticated now. See how the toilet paper logo has morphed from the childish version to today’s recognized brand?

So. So much more sophisticated.

Reach us at www.mckernsdevelopment.com

When the Acid Won�?t Back Down

Tue, 12 Jan 2010 12:15:00 -0500

www.mckernsdevelopment.com

So, I’m always on the lookout for new chicken recipes. And that’s because it’s practically the only thing I eat, that and fruit and fruit juices. Oh, and who are we kidding - carbohydrates (hello my little friend.)

I dig out a recipe for chicken cacciatore and think I’ll try that. Hmn. Two cloves of garlic. Wimpy. Why not three, or more? After all, I shop Costco on occasion, and that occasion has produced whole garlic heads sold in its own super-long sleeve, similar to an evil Santa stocking.

So, caution to the winds, in they go. And I’m sautéing like a fiend and deglazing and it’s ready to eat.

And I learn something. Slightly too toasted garlic bits seek revenge in the night. Revenge in the form of heartburn. I remember once saying (snorting, actually), Who are these people? Who gets heartburn? And last night, I find out.

I have a paramedic friend who actually carries a baggie full of flat, pastel colored, chalky pills to chew for heartburn. But she’s a paramedic; I’m a publicist. I don’t have to jump on anybody and thump their chest and shock them (unless I want to.)

And I don’t have any of the pastel pills.

In desperation, I turn to the internet. And I find that you can eat apple slices, chew gum until the flavor disappears, drink mustard with water, drink a tablespoon of white vinegar, or drink a tablespoon of apple cider vinegar. And so I did the last one on the list.

And it works. Just like that.

And so today I’m thanking the internet for being there. Not just to research or dig out statistics – but for the little things – like making acid back down. And if I ever meet Al Gore, I will toss my arms around him in a big old bear hug. (Now, won’t he be surprised?)

Reach me at mckerns@mckernsdevelopment.com

It is Cold out Here. Iguana Cold

Fri, 08 Jan 2010 12:19:00 -0500

mckerns@mckernsdevelopment.com

So, I feel for the iguanas. (They are so cold they are falling out of trees.) And the news is showing a 3 year old girl picking up the stiff iguanas. Stacking them up like cordwood for iguana related needs, I guess.

It’s cold in Florida, and we’ve lost the weather-related smugness we normally have this time of year. In fact, I was walking on Duval Street in downtown Key West the other day and even the chickens and roosters looked cold, hunched in trees instead of strutting around. Even Hemingway’s cats looked downright miserable. They tell me that these cats protect their territory, but this day they just wanted warmth in numbers. (You could almost see them up on the wall beckoning in stranger cats with their six toes and weird thumbs. C’mere,they whisper, I’ll show you his typewriter.)

But, as I was there to evaluate marinas, let’s get to that. Now I’ll admit it’s hard to estimate the draw of a tiki bar when it’s 20 out because only the die-hards are going to be snuggling up to a beer or frozen rum runner while the wind is whipping up off the water like that. So, the tiki bar gets a pass, and we’ll call it an essential.

What else is unique or essential? First of all, there are a lot of marinas in the Keys, in fact, you’d be hard pressed to swing a dead cat (sorry Hemingway’s) and not hit a marina, so having a marina in the Keys alone is not unique.

The trick to a marina’s success is finding that sweet spot, the spot that keeps you out of the danger zone that caused the previous owner to go under. So what’s the draw for any particular marina?

Having a boat is not cheap, but there are levels of wealth, just as there are levels of poverty. What market level are you trying to reach? Big boats?

While the trend in boats is megayachts, you don’t see that in the Keys. No deep water or megayacht slips aside from the cruise ship spots along Mallory Square. Without that capability of docking the really big boats, your draw is only going to be local, no matter how big the fishing boat.

I’d love to see more marinas expanding their docks from fixed to floating, and with better configurations – a marina does not have to be what you can park horizontally along your seawall.

Is your sweet spot in numbers? Your “guys” are hanging around socializing, maybe RV or boat brought them there –and the key to getting them to stay there is cheap beer (and keep it coming), big screen tv’s, rip-roaring fun and games? If so, you’d want to market by numbers and expand your population both on water and land.

Is it exclusivity? If so, can you get enough to make it exclusive and still support the place? And can you get them locked down to a long enough commitment, or create a renewable, refresh-with-new-members market?

At least two of the properties I saw, had been or were soon to be marketed as unique and upscale. If you are going to do that, you have to ask, (as the boat owner will be) “Okay, I have money, therefore I could go anywhere, why would I go here?” If you can’t answer that, or have answered it incorrectly, you have a problem.

And if your place is “exclusive”, but your surrounding areas are awful, please think about controlling what your guests will see and experience before they arrive down the lane to your marina. Landscaping, attractive walls and gates, entry statement, signage, rerouting onsite traffic, changing entry approach…think about it all.

Do I have to upgrade, and if so to what?

First, there’s the physical plant. Do I need to tell marina owners that if your docks are mere splinters reminiscent of planking and your equipment (including life safety) is leaning into the water, you need to upgrade? Apparently, I do.

And maybe you guys don’t care about the bathrooms, but if you want to bring the women there, you should care. (If a bathroom is not spotless and upscale, a woman will hover over it and through it, not touching anything, except with wads of paper towels and clumps of toilet paper, and if your trash can is full, that paper will be squeamishly tossed onto your floor next to the bin, not in it.)

Reach me at mckerns@mckernsdevelopment.com

When Your Brand is Dogfood - or might as well be

Thu, 07 Jan 2010 17:04:00 -0500

www.mckernsdevelopment.com

An interesting (to me anyway) thing happened when I went to pick up my dog. She had been boarded for several days while I was out evaluating marinas in the Florida Keys. I picked this vet because of the kind, caring, attentive, personal and holistic touch they were broadcasting on their website. You know, their brand.

We care. We watch. Your dog is never alone kind of thing.

When I came to pick her up, her nose was raw and bleeding. A giant ragged hole in the top of her formerly black nose. I immediately suspected they fed her Kangaroo meat. That’s right. Kangaroo. Meat.

Why would I think that? Previous experience.

I returned from another trip to pick her up (at a different vet) and her nose had been worn bloody there too. Imagine my surprise when they told me, “We fed her Kangaroo Meat, and I guess she didn’t like it, because she pushed her bowl away so many times it wore through her nose.” Oh, I thought. I said to feed her chicken, but Kangaroo meat was handy, so we grabbed that? And they spun me out the door with the unfinished bag for later. Anyone listening?

So this trip, (now the wiser) I specifically made a point of telling them, “Now, don’t feed her any Kangaroo Meat. And if she pushes her bowl, change her food – she’s telling you no. Please watch her.”

I looked down at the dog’s bloody nose. I admit, I lost it with the vet. I yelled. She stormed back at me, “There’s nothing wrong with her! Anywhere you take her she’ll do this! I’m giving you FREE medicine to put on it.” (Like I was in there to score the free tube.)

Nothing like an apology from the heart. So, I was left with what my mother always says, “If I can’t tell you, I’ll let someone else tell you.”

Her veterinary brand? Caring and all? Might as well be dogfood. It certainly isn’t branded dog care. Her new tagline could be, Care without the caring.”

Now, that she could live up to.

Reach me at mckerns@mckernsdevelopment.com

How to Develop and Promote a Marina Brand

Sun, 29 Nov 2009 14:39:00 -0500

McKerns Development Case Study: Marina Group – Release and Rewind

www.mckernsdevelopment.com

Background

This now trademarked marina group is a brand concept springing from a hotel, office and apartment development company and its two principals coming to Florida in the 90’s scouting for land and investment opportunities. Their specialty is in finding underperforming properties, bringing them to profitability and holding them as long term performing, cash income assets.

The developers discover underutilized properties for sale that happen to have marinas associated with them. Interested primarily in the potential of the upland, one partner is quoted as saying that initially they are at a loss as to what to do with these waterfront assets, but soon realize that “these assets were ripe for a roll up.” The concept of a marina brand is born.

Specifically, McKerns Development is asked to come onboard as a public relations consultant and key member of the strategic planning team which includes the two owners, corporate management, the chief brand and marketing strategist and field personnel.

The ultimate public relations goal is to secure local, national, business, financial, consumer and trade press, position the brand as leading themarine and marina industry in Florida, create positive public awareness of the benefits of belonging to the brand, while securing opportunities for brand expansion into other US states, the Bahamas and the Caribbean.

Challenges and Opportunity

Historically, marinas in Florida are Mom and Pop operations and being natural waterfront amenities, no two are alike. The challenge is to create a recognizable set of characteristics that can be readily perceived as a brand despite the diverse physical properties of each marina site, to be able to promote the marina as branded destinations for vessel storage, yearlong waterfront activity hubs for fishing and boating and as seasonal and annual travel destinations.

Another challenge is to overcome the negative viewpoint that developers (and boaters) do not care about sustainability or about protecting natural resources, water quality and biological species. The third is to grow boating for the next generation and secure waterfront that is open to the public.

In the past, press coverage had been non-existent, and any focus on project awareness was directed towards developers of waterfront housing units (highrise or mid rise condominiums, single family residences) and on the sales campaigns for housing developers. Marinas were primarily seen as related entities and not as stand-alone assets.

Further, despite being a leading economic generator for the State, with more revenue produced than the Florida citrus industry, the marine and marina industry was sorely lacking in visibility and support.

Worse, was a daunting tax burden for marina owners, who saw their property taxes more than quadruple because owners were being taxed on “highest and best use” for their properties, which meant the potential for high rise condominium or hotel development (at the time), and not according to the current revenue generated as a marina. The threat was significant enough to potentially drive marina owners out of business, relegate properties to more exclusive development and reduce public access to the water.

The opportunity existed to capitalize on clean marinas and grow boating initiatives, to develop a brand that would have benefits significant enough to attract new and existing boaters, to position Florida as both a destination and as a point of entry to the Bahamas and the Caribbean, and to have a collective voice strong enough to support the industry and fair tax initiatives.

Strategy and Tactics

The first strategy was to develop a strong brand platform that would serve as the backbone for the marketing of the brand and support of the brand in public relations storylines, media outreach and messaging.

The Brand Platform was designed and based upon:

· a sound ecological platform,

· conservation of the marine environment

· actively supporting marine life research and rescue

· securing each site as a State of Florida Clean Marina ™

· a “unique in the industry”, Platform of Member benefits, essentially a yacht club with all the amenities and benefits at no additional charge, available simply with a lease.

· providing exceptional service (uniformed attendants and experienced marine professionals)

· reciprocal locations, trip planning and destination development

Brand Development meant perfecting a cohesive visual identity – logo, website, newsletter, stationery, note cards, rate cards, clothing and other branded merchandise, Membership cards, Membership Welcome Aboard kits (branded clothing and merchandise, discounts and gifts), uniforms, site and building signage and tradeshow booth.

Brand Development also entailed creation of the brand experience with social activities sundown events, breakfast events, get togethers, Bahamas Rendezvous and Island parties, fishing trips and other excursions, on-site cookouts, off-site picnics, holiday parties and happy hours, making each location a destination and gathering spot, inspiring loyalty in its Members and creating brand ambassadors as they invited other friends to become Members through a slip lease.

Brand Development also involved the creation and implementation of an amenity package. Along with a wet or dry slip at home port, Members enjoy the following at no cost: Reciprocal Dockage;Captain’s Lounge with complimentary gourmet coffee daily, local newspapers,marine publications, cable television and fresh fruit; locker rooms, restrooms and laundry facilities, Harbor Master’s Office with a full service office, useof copy/fax machines, copiers, internet access, mail delivery service and message centers; Concierge/Travel Service; Ships Store with soda, water, beer,ice, snacks and general marina supplies; logo merchandise including hats,visors, shirts, sweatshirts, and jackets; Membership Cards with benefits; Hurricane rated facilities. World’s largest marine forklifts; destination-rich beach and waterfront activities, tropical pool and waterfront decks, spas, saunas, pool tables, recreation rooms, tennis courts and weight rooms, valet parking, meeting rooms, access to award winning golf courses and gated security.

Results

McKerns Development embarked on a very deliberate campaign of media outreach, identifying each target publication in trade publications, boating and sports publications, luxury, leisure and travel, business and financial publications newspapers and online.

The message is – here’s a company that is unique because it is not selling slips, but leasing a lifestyle – yacht club with reciprocal locations and benefits with no cost beyond a lease; defending and protecting the environment, keeping waterfront access open to the public, growing boating for the next generation and promoting Florida as a multiple stop destination with land and water based activities and as a gateway to the tropical Caribbean.

McKerns Development developed a hybrid press release – part release part feature story and crafted pitches to major media resulting in extensive media attention.

The approach was to pitch the story to the media, provide relevant statistical research and backup, and actually write a feature story so that reporter would be able to visualize the story, slant and appeal to the reader.

As a result, the marina brand has generated millions of print impressions, and consistently positive media attention, appearing repeatedly in virtually every local newspaper, trade and business publication and on the cover with multiple spread pages in such publications as The Business Journal and The NewYork Times – Travel Section: Escapes: Weekend Getaways Section.

The marina awards and recognition program developed by McKerns Development for the brand resulted in the Awards: Marine Project of the Year Award, Marina of the Year Award, Southeast’s Top Project Award and Clean Marina ™ designation recognition for 12 marinas under the brand.

Contact:

McKerns Development

Leslie McKerns

mckerns@mckernsdevelopment.com

www.mckernsdevelopment.com

Visit www.mckernsdevelopment.com

Related Marina Pages on this site:

Marina Marketing

Marina Marketing Bio

Marinas and Related Upland

Marina Services

Marina Assets

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tags: how to brand a marina, marina marketing, public relations for marinas, building a marina brand

Healthcare PR and Communications

Fri, 20 Nov 2009 11:41:00 -0500

Healthcare PR and Communications

McKerns Development, a West Palm Beach, Florida based public relations firm delivers strategic public relations and media relations, strategic marketing and business development to the medical community, including a long term commitment to the marketing and branding of physician and healthcare practices. McKerns Development provides the correct mix of strategic marketing, branding and public relations for the medical practice.

McKerns Development Medical Specialty – Branding, Marketing, Promotions and Public Relations:

The firm has over 25 years of experience with those in the medical professions, including general and specialized medical fields, including physiatry, pediatrics, pain management, neurology,orthopedics, surgical, dental, plastic surgery, obstetrics and gynecology, nutrition, sports medicine, medical diagnostics, radiology, anesthesiology, physical therapy, occupational therapy, speech/language therapy, vision and cognitive therapy.

McKerns Development is an independent medical consulting firm, adept at defining a medical practice niche and promoting it through exceptional marketing channels and in national, international, local media and on the internet and through social networking channels. McKerns Development was recently nominated for the Bernays Excellencein Public Relations award, one of the highest honors in the public relations industry.

Medical Healthcare Marketing and Public Relations Services

McKerns Development is an independent public relations strategist providing the lead in marketing and public relations for the medical field and in the development and implementation of medical business and marketing plans.

Our Clients

Our clients include PR and program development for physician practices, medical inpatient and outpatient clinics, hospitals, medical advocacy groups, medical/related charitable organizations, pharmaceutical and medical product development groups, healthcare services, preventative healthcare, medical societies, medical support groups, medical fundraising agencies, medical insurance companies and Workers’ Compensation, laboratories, medical diagnostic centers, medical marketing and advertising agencies, senior and long term care, acute care, pediatric care, therapeutic services, senior living – continuous care, independent living, assisted living agencies and organizations and the professionals associated with them.

Healthcare Messaging

With the current interest in healthcare and healthcare initiatives there is a greatly enhanced need for consumer education and outreach and for effective internal and external messaging around services, positions and platforms.

McKerns Development provides strategic direction for initiatives and messaging campaigns, providing media relations and delivering messages directly to consumers through audio and video, television, radio, print, internet enhanced press releases, website content, articles, events, grass roots campaigns, advertising, newsletters, postcards, and all aspects of strategic marketing and public relations services.

Strategic Marketing and PublicRelations Services:

Public Relations & Media Relations Services

Press Releases

Advertising Services

Brand Strategy Services

Corporate Communications Services

Event Planning & Management Services

Professional Services Marketing

Specialist Services Marketing

Medical Marketing Plans

Medical Tradeshows and Displays

Marketing Budgets and Oversight

Market Research Services

Medical Manuals and Technical Sheets

Branded Informational Packets

Brochures

Direct Mail

PressKits

Media Relations

Community Relations

Health and Community Outreach Programs

Advocacy and Policy Preparation

Award Applications

MediaTraining

Media Directories and Custom Lists for print and broadcast media

Crisis Communications

Whitepaper research, writing and publication

Article Writing

Article Research and Publishing

Speech content writing, media and presentation coaching

Web Development, Web Content & SEO (Search Engine Optimization)

Internal and external medical and medical education publications, news releases, flyers, posters, employee handbooks and newsletters.

Scientific manuscripts

Position papers

Speaking engagements

Special Events

Corporate and Medical Training videos

Stockholder Reports

Newsletters

Direct Mail Campaigns

Interactive Web based campaigns

Relationship Marketing

McKerns Development consults with the stakeholders and the in-house professional team for the medical facility,medical practice or medical company in establishing and implementing strategic marketing plans to achieve the facility's and medical professionals’ specific objectives. McKerns Development provides comprehensive public relations and marketing programs to achieve both long and short term goals.

McKerns Development will consult with the medical practitioner and design an effective outreach program based upon personal relationship marketing. Such warm and effective programs can include small seminars and informational programs, clinic tours, speaking engagements and other effective and personal referral strategies.

Workers Compensation Strategies

Outreach Programs developed by McKerns development will evaluate, develop and enhance a Workers Compensation strategy for referral and successful, ongoing and repeat relationships. Strategies will be developed that complement what the physician and medical staff already does and recommendations will be made for continuing outreach marketing and public relations programs to reach this referral audience. Strategies can include online and social networking, newsletters, speaking engagements, conference participation and events participation.

Referrals – Medical, Legal, Insurance & Workers Compensation

The Medical Referral effort as practiced by McKerns Development continuously focuses its efforts on building close relationships with all sources of referrals including legal and medical referrals, insurance referrals and in creating lasting referral relationships with prominent physicians and prestigious medical centers.

McKerns Development develops the medical practice as a patient advocate, to provide a medical liaison between the legal professional or insurer and patients in obtaining prompt treatment, guiding the ill, injured and their family, ensuring effective, competent and thorough care.

McKerns Development consults with the physician and medical practice to develop systems of effective public relations and marketing to all sectors. McKerns Development provides the documentation of credentials and expertise and promotion of the physician as specialty physician experts used by attorneys in legal cases such as Personal Injury cases, developing the physician as a trusted and independent source of knowledge, assessment, diagnostics and treatment.

As Attorneys may require that the plaintiff patient go to an IME physician(s) for an independent examination/opinion, as to the injuries claimed, the physician will be positioned as an expert able to give an unbiased medical opinion of their findings.

Legal Case Work – Medical ExpertWitness

As physicians may be called on as testifying experts to give their opinion in deposition or court, McKerns Development is able to promote the expertise of the physician practice to develop this as a viable component of the medical practice based on expertise, competence and trust.

Website Strategies

McKerns Development will review each website to ensure that it is a powerful branding and marketing tool for the physician practice. We are able to recommend changes and implement changes offering your expertise to the world.

McKerns Development includes the internet and internet marketing as a powerful part of a strategic marketing platform. We write articles and press and place them on all major sites. These articles and press releases are read at each site. With the author's permission, other sites pick up these articles and place them on their sites, blogs, social media sites and newsletters. Your link to your website remains active and readers click through to your site. Your contacts grow exponentially, and we make sure that your content is valued and trusted by readers.

Branding the Physician Practice

The McKerns Development BrandingProgram will develop a positioning statement for the physician or medical practice, defining the niche and how it will be perceived. How will or do you want your patients to perceive your practice? What are the characteristics ofyour practice? What is unique about your offerings?

Brand Development consists of consultation and delivery of services with regard to brand creation and management.

Branding the physician practice includes: Positioning in Local, National Marketplace, Company Positioning inGlobal Marketplace, Inventory of Current Brand Identity, Awareness and Brand Equity, Inventory of Current Brand Message (Language and physical elements used to express brand), Specific Expertise, Differentiation of Professionals and Services, Reputation and Name Awareness, Practice Leadership, Star Power, Upand Comers, Referral Relationships, Business Model for Service Delivery, Innovation,Competitive Intelligence, Market Leadership, Market Research, Marketing Communications and Collateral, Press and Press Releases, Feature Stories,News and Events, Visibility Programs=Community, Visibility Programs=Charitable Cause, Visibility Programs=Events, Visibility Programs=Event Marketing,Visibility Programs and promotions, Advertising,Writing, Speaking, Articles and Whitepapers, Case Studies, Web and Internet Presence, List Ranking, Awards, Educational Participation, Recommendations for Brand Leadership and Consultation on Brand Dominance.

Events and Strategies

McKerns Development believes that the most effective outreach strategy is word of mouth through trust-building. It is through the efforts of testimonials from patients and their families that a practice is built, yet public relations can enhance and support these efforts. McKerns Development will assist in forming bonds and relationships through events and participation with organizations.

Medical Content Development

McKerns Development writes articles geared towards the understanding of the general public, and these articles generate traffic to the physician practice website and build trust and understanding of medical terminology, practices and procedures.

Our firm pitches feature stories to the media using extensive, deep reaching media contacts and relationships.The firm also writes technical medical articles and solicits speaking engagements and publication for the physician.

Ms. McKerns and the professionals with the firm have medical backgrounds and an extensive knowledge of medical terminology and procedures; and are adept at reading and interpreting medical articles and information and conducting further research for article development. Content articles for website and internet use dramatically enhances traffic to professional websites. The McKerns Development firm makes use of the latest search engine optimization techniques (SEO), maximizing exposure on the internet, including dramatically increasing traffic to the website.

McKerns Development works with external and internal agencies and handles promotions and press, creating,writing and managing media and branded marketing campaigns, including the openings, events and promotion reaching long and short term goals and the marketing and promotion of medical professional services.

Healthcare Reform:

Today we cannot talk about healthcare communications without discussing healthcare reform. Healthcare providers that successfully and seamlessly transition their practice with the coming new healthcare policies and practices will be those that have developed strategies that have an accurate, yet balanced vision and understanding of the direction of healthcare reform.

McKerns Development has been vigilant in monitoring the changes in the pending healthcare reform bills and the impact they will have on healthcare practices. Although there are many details yet to be worked out in these new proposals, we believe there could be substantial new opportunities for healthcare providers based on what they do best, provide outstanding, innovative patient care.

The call to reform healthcare has gone out among providers and consumers alike and consumers in particular have begun to take on a more active role when it comes to researching, finding and committing to a healthcare plan or provider. McKerns Development understands these challenges. We take an integrated approach to healthcare public relations, and as such are able to reach markets and consumers vital to keep an organization growing during these times of unparalleled change.

McKerns Development is well-positioned to help healthcare providers understand the changes that are coming to the healthcare system, to best apply those changes to their practice, and to accurately communicate this information to both patients and employees. We believe opportunities exist as an expanded population of Americans get coverage and seek care.

Heathcare Communications

The McKerns Development team views communications as an integral part of every healthcare organization’s overall business strategy. We deliver results by providing memorable, creative and effective public relations strategies that are tailored to the needs of our clients.

The McKerns Development team has experience in providing marketing, public relations and advertising services to healthcare providers and healthcare organizations including hospitals, private physician/ doctor practices, and insurance companies. Our team understands the healthcare market dynamics, industry issues and the subtleties imbedded in the complex health policy debate. We have proven marketing expertise and business knowledge across all segments of the Healthcare industry.

McKerns Development excels indeveloping multifaceted, customer-centric public relations campaigns and integrated marketing communications services that are strategic, creative, and effective. We address our clients' needs by creating customized, strategic marketing, public relations, and advertising solutions that deliver tangible results.

Public Relations and Marketing campaigns can help to shape and enhance a physician’s reputation, retain current patients, attract new patients, impact opinion leaders, and influence perceptions in the health care community.

McKerns Development believes in using a combination of marketing and public relations methods that build a memorable, unique image in the minds of a targeted audience.

Creativity, consistency and continuity are the keys to sustained success. McKerns Development creates multifaceted communications plans that get results using:

Public Relations and MarketingCommunications:

Public Relations

Media Relations

Media Research and Editorial Opportunities

News Releases, Press Kits

TradeShow and Event publicity

Event Management

Editorial Story Placement and Development

Speaking Engagements and Panel/Seminar Management

Community and Coalition Relations

Regulatory Communications

Investor Relations/Financial Communications

Corporate and non-profit communications

Crisis communications

Issues Management/Risk Communications

Advocacy Relations

Strategic Planning and Message Development

Production Services:

Video and Audio Production

Writing and Editorial Support

Graphic Design Services

Photography Services

Social Media Marketing

Logo Design

Brochures; Direct Mail

Stationery Packages

Collateral Material

Annual Reports

Newsletters(Writing, Editing and Layout)

Web Site Design

Our team of experienced communication professionals will translate your strategic objectives into an effective and successful campaign that hits all the marks by focusing in on unique needs and goals with a customized and cost effective program.

Visit www.mckernsdevelopment.com for information on this topic

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http://www.mckernsdevelopment.com/apps/blog/

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New Economic Reality for Architects

Fri, 13 Nov 2009 07:36:00 -0500

New Economic Realities in the Architectural Landscape

Architects are facing new economic realities, and this has changed the landscape of how architectural firms obtain new business and loyal clients. Many architects have never actually had a marketing program beyond responding to bid packages or responding to a steady flow of client requests. Now, entire market sectors are unfunded and overbuilt.

Relying on a printed brochure, static website with photographs of past projects and bios (performing the job of an online brochure) is no longer bringing projects to the door or leads to the pipeline. What to do?

McKerns Development is a specialist at assisting architectural clients to identify a niche for new projects and in bringing outstanding talent and expertise to new markets. McKerns Development will position the firm as a thought leader, and leadership is the new currency.

Architects responding to social challenges bring new relevance to their work. What are some of these social challenges? Basically, people are doing things differently; catastrophe in housing and work has caused a social shift. Offices and commercial spaces are emptying; generations are moving in together; homes and lifestyles are downsizing.

There is a need for thought leadership in architecture – what is to be the new direction in architecture to respond to these behavioral shifts?

Rapid response for re-building after disaster; affordable building systems for construction in the Caribbean or more remote areas; Small house designs and functions for living; offices for the digital age, replacing the large communal commercial office with collaborative and multi-functional use; adaptive reuse for unoccupied or underutilized space; energy efficient designs for new and retrofit projects; Green homes with multi generational capabilities, edible landscapes and captured water and energy; Green commercial spaces with multi-functional spaces; hospitality projects that capture the need to work and stay in communication; and an array of healthcare projects focused on prevention as well as treatment for our aging and needy population.

These are just some of the considerations; your own experiences and expertise will lead to more.

Opportunities exist to bring architectural talent to the forefront, through online global reach. Strategic Public Relations can be effective and cost effective. Built and un-built work can be released through embedded videos in websites, specialized mini-sites and YouTube, and promoted through social channels including LinkedIn and Twitter. Print can be leveraged through article writing and great editorial content. Speaking engagements can be secured and promoted before and after, with optimized press releases with links to websites and video.

Collaborations can be sought and firms can merge without changing locations or staff.

The architectural community can provide thought leadership and be rewarded, even in these economic times. McKerns Development is ready to listen and respond with effective strategic growth programs.

Public Relations for the Medical Profession

Mon, 14 Sep 2009 12:53:00 -0400

McKerns Development Medical Specialty Branding, Marketing, Promotions and Public Relations for the Medical Profession:

www.mckernsdevelopment.com

Ms. McKerns is a professional publicist and CEO of McKerns Development, a West Palm Beach, Florida based public relations firm delivering PR, press, and media relations, strategic marketing and business development for the medical sector and the medical specialties.

Need qualified, professional assistance with the marketing and strategic public relations of a long term or acute care hospital or clinic, medical firm, physician practice, medical professional organization, medical support group, therapeutic care, traumatic brain injury or senior living care?

McKerns Development has a long term commitment to the marketing and branding of physician practices and all related medical professions and groups. McKerns Development will deliver the correct mix of strategic marketing, branding and public relations for the medical practice.

The firm has over 25 years of experience with strategic marketing and public relations for medical related business and those in the medical professions, including general and specialized medical fields and those in support and treatment of medical conditions.

McKerns Development was recently nominated for the Bernays Excellence in Public Relations award, one of the highest honors in the public relations industry and carries these high standards to the strategic public relations, branding and marketing of medical groups.

McKerns Development is an independent consulting firm, adept at defining the company niche and promoting it through exceptional marketing channels and in national, international and local media.

The firm writes and pitches feature stories to the media using extensive, deep reaching media contacts and relationships. The firm also writes technical medical articles and articles geared towards the understanding of the general public and provides valuable insights in medical advocacy issues and in patient education.

Medical Content Writing

Ms. McKerns has an extensive knowledge of medical terminology and procedures; and is adept at reading and interpreting medical articles and information, and conducting further research for article and medical content development. Content articles for website and internet use dramatically enhances traffic to professional websites. The McKerns Development firm makes use of the latest search engine optimization techniques (SEO), maximizing exposure on the internet, including dramatically increasing traffic to the website.

McKerns Development works with external and internal agencies and handles promotions and press, creating,writing and managing media and branded marketing campaigns, including the openings, events and promotion reaching long and short term company goals and the marketing and promotion of products and professional services.

Medical Content Development and Professional Writing:

McKerns Development is a nationally recognized medical content developer and writer with hundreds of medical articles in print, electronic media and the internet,and press placements in national and international books, medical publications,online medical sites, magazines, news, financial and trade media.

Ms.McKerns, BA, BS, is a professional writer, and multi-published author of five books and numerous medical articles.

Medical Expertise, Programs, Lectures and Publications:

Ms. McKerns is the author and co-author of books, curriculum and courses for medical and therapeutic professionals, in publication with McGraw Hill and other publishers in the US and abroad.

Medical Books and Publications:

Therapeutic Education for the Child with Traumatic Brain Injury: From Coma to Kindergarten

Therapeutic Education for the Child with Traumatic Brain Injury: Continuing Education Courses for Medical and Therapeutic Professionals

Therapeutic Education for the School Age Child with Traumatic Brain Injury

Alternative Communication:Selecting and Using Alternative Methods for Non-Verbal Communication

Technical Evaluation and Observation of the Non Verbal Child

Medical Articles Written for General Audience:

Pain and the Sports Enthusiast. How to Get Back in the Game

Pain Management Treatments and Procedures

Born to be Wild--Pain and the Active Baby Boomer

Construction Injuries. Effective Pain Management and Rapid Care

Pain Management as a Method of First Resort, Not Last

Eliminating the Emergency Room Wait

What Does it Mean to be Board Certified?

What is Patient Centered Care?

What to Expect in Your First Pain Management Visit

Prolotherapy and Joint Stabilization

Defining Pain Management.Terms and Procedures

Senior Living and the Medical Care of Seniors

McKerns Development has worked in consulting and development for Senior Living for over ten (10 years) in programs and environments for Senior Living: Independent Living, Continuing Care Retirement Communities (CCRC), Assisted Living, Skilled Nursing, Alzheimer and Dementia Care. Ms. McKerns has conducted considerable research and has background in Aging in Place, Universal Design, Medical needs for the Aging population and in therapeutic settings and environments for senior living.

Pediatric Care

McKerns Development has twenty(20) years of experience in pediatric care practices and in the practices of therapeutic management of pediatric acute care, pediatric long term care, pediatric traumatic brain injury and rehabilitation, physiotherapy, pediatric neurological care, physiatry, pediatrics, visual therapy, cognitive therapy,speech therapy and occupational therapy.

Pain Management

McKerns Development is experienced in pain management clinics and pain management physician care practices, and in providing branded physician care groups for the non-pharmaceutical management of acute and long term pain.

Traumatic Brain Injury

McKerns Development has extensive experience in programs for the therapeutic medical treatment of traumatic brain injury, and has worked in promotion and development of content and programs for medical and therapeutic professionals in traumatic brain injury for more than twenty (20) years.

Medical Programs, Lectures and Consultation:

Ms. McKerns is the co-developer of curriculum, media and materials used for the Palm Beach County Charter Schools, Potentials Charter Schools in Boca Raton and Riviera Beach, FL, (Children ages 3-11 with developmental and traumatic disabilities including the need for non-verbal and assisted communication, wheelchair and assisted ambulation) blending traditional age and grade appropriate education with therapeutic intervention.

Ms. McKerns was a lecturer and speaker with the ARC of Palm Beach County (Developmental and Traumatic Disabilities) for 13 years, and was a consultant to the ARC Pediatric Deaf/Blind program.

Ms. McKerns has been on the Advisory Board of the American Lung Association for 2005-2007.

McKerns Development

264 Cypress Trace, Royal PalmBeach, FL 33411

T. 561-305-4264

mckerns@mckernsdevelopment.com