Not New, Not Known, But Better

August 1, 2012 | Blog | 0 comments

At my first appointment with my new Ear, viagra canada Nose and Throat (ENT) specialist, I was hesitant to tell him my line of work, fearing he might think different of me knowing that I’m a MedTech PR specialist, particularly one with a client that makes products for ENT surgery. I fessed up and then came the uncomfortable conversation around the ethics of promoting medical devices to consumers.

This has been in the back of my mind for months now but I’ve come to the realization that the reason why I can sleep at night is that I’m promoting a technology that has been proven to be better than what is out there – better for doctors, better for patients, perhaps even better for healthcare in general if it cuts down on costly complications and gets people feeling better sooner.

My client, Microline Surgical, is a private company without the big marketing dollars that are driving many of the competitive technologies out there. The technology is not new, it is not well-known but based on my conversations with ENTs throughout the U.S. it is better than what the big guys have to offer – and that’s precisely why I’m proud to say that I am promoting it to not only other ENTs but also to potential patients.

Any PR professional walks a fine ethical line. I worked for a large advertising agency early in my career that would not take on liquor or cigarette companies as clients. I’ve learned to be selective in which clients I represent, turning down business when appropriate, and jumping at the chance to represent promising technology, services and solutions.

Just recently, I began working with a MedTech start-up in the U.K. called GlySure that is developing a continuous blood glucose (CBG) monitoring system for critical care patients.  One of the coolest things is that there is research showing the clinical need for this type of technology. Various companies have tried to develop CBG systems, including some big players in this space, but no one to date has been able to do it right.  Based on the results of an ICU Pilot Trial, it seems GlySure is on the right path. They anticipate starting clinical regulatory trials in the U.S. and Europe this fall.

I certainly don’t want to come across as a saint – those who know me know this isn’t the case (particularly those who were with me on the Nellcor Roadshows back in 2000) – but as hokey as it sounds, I believe PR consultants must be willing to stand behind what they are promoting.

Kara L. Nadeau

Founder and President of KLN Communications, Inc.