Posts Tagged ‘healthcare public relations’
BMI. CPR. NICU. PCP. RN.
The health care industry is chock-full of acronyms.
Take any one to 10-letter concoction and it likely carries meaning in the medical world. Amid the countless abbreviations that imply different things to different practitioners, there is one five-letter acronym that is critically important to anyone and everyone coming in contact with the health care industry.
That acronym is HIPAA.
HIPAA (the Health Insurance Portability and Accountability Act) has been around since 1996 and has evolved in scope and complexity over the past 16-plus years. HIPAA started out as an initiative that protected the health insurance coverage of workers as they changed employment, and has morphed into a multifaceted federal guideline designed to safeguard electronic health care records, enhance data security and ensure patient privacy.
HIPAA guidelines emphasize the protection of patients’ personal information and establish limitations to disclosing identifying information. In today’s modern, information-driven world, one wrong data transfer, human error or lost laptop could spell absolute disaster for any health care organization, big or small.
Companies must learn from the mistakes of others, educate their employees, make HIPAA a regular discussion point and start taking privacy policies seriously in order to stay in business.
Paying the Price
In 2009, CVS Caremark paid nearly $2.25 million dollars for a HIPAA violation because some CVS locations were throwing patients’ personal information away in unsecured trash bins. Since, federal authorities have taken a strict stance on enforcing privacy regulations.
Just last year, the UCLA Health System was forced to pay an $865,000 fine due to improperly disclosing the records of Tom Cruise, Britney Spears and Maria Shriver, among others. In this case, employees of the UCLA Health System allegedly snooped into the celebrities’ records and simply viewed information that wasn’t meant for their eyes.
“People are under the general misconception that because someone is an employee of a facility or a provider, that they can look at any type information,” said Patricia Sanchez, an attorney at Fenton Nelson in Los Angeles, specializing in the development of corporate HIPAA compliance plans and policy manuals. “Employees should only be handling the minimum information necessary to complete given tasks, otherwise they are going outside of their permitted disclosure.”
Educating the Workforce
Sanchez has seen her share of HIPAA-related mistakes, having represented a number of California’s most reputable health care organizations. From faxed papers and computer screens being publicly visible to company Facebook posts disclosing patients’ identities, Sanchez has pinpointed that a lack of education and attention are the primary reasons for violations.
“The biggest problem is that companies are not educating the workforce on what true access to health information is,” said Sanchez. “We like to help our clients through the process of being HIPAA compliant. They need help developing policies and procedures, training their staff, conducting walk-through assessments and pinpointing any red flags.”
To prevent a HIPAA violation, Sanchez recommends that companies create their own, custom-tailored HIPAA policy and make sure to keep a detailed paper trail of any HIPAA-related training.
“Companies are going out there and buying products and services from lawyers and consultants that aren’t tailored to their needs and they’re not getting help with implementation,” said Sanchez. “Documentation is so important. In an audit, they ask for all of the acknowledgements, all of the signed personnel sheets… you must have a paper trail of everything you do. Everything needs to be documented.”
Keeping it Fresh
In addition to providing quality care, adhering to HIPAA guidelines has become a top priority for many health care organizations across the United States. One of those organizations is HealthCare Partners Nevada, a leading Las Vegas-based coordinated care network consisting of more than 270 physicians and over 1,000 employees.
“We are constantly educating our employees,” said Denise Warren, Clinical Compliance Specialist for HealthCare Partners Nevada. “Every employee of [HealthCare Partners] is required to take a yearly online course and participate in continual training.”
HealthCare Partners Nevada has six full-time employees devoted to HIPAA, plus a HIPAA privacy officer and a 20-member “privacy committee.” The privacy committee meets quarterly, along with the company’s IT department, to review the company’s compliance with HIPAA regulations and patient privacy guidelines.
“It really is a team effort,” said Warren. “We all work together to assure our patients’ privacy and general wellbeing.”
Taking it Seriously
HIPAA is no laughing matter to the companies who take a proactive approach to their patients’ privacy. With potential fines, government audits and patient lawsuits looming with a simple mistake, it certainly helps to be organized.
“Companies need to start looking at HIPAA very seriously,” said Warren. “The federal government just started doing audits… before they had never done privacy audits and recently hired a firm to come out and make sure everything is okay. They’re not starting with the big companies and hospitals, but with the private practices.”
While HIPAA may seem daunting, scary and downright tedious at times, Sanchez said that it is only enforced to keep patients safe and make health care organizations stronger.
“It really forces people to be organized and to know where everything is,” said Sanchez. “When you really, really become HIPAA compliant, you become paperwork and data compliant and know how information is relayed back and forth.”
Volunteers in Medicine of Southern Nevada, a nonprofit organization dedicated to providing the uninsured with access to preventative and comprehensive medical care, has retained MassMedia Healthcare Marketing as its public relations agency of record.
“MassMedia has experience in creating and implementing campaigns for a variety of health care organizations,” said Paula Yakubik, managing partner of MassMedia Healthcare Marketing. “Our dedicated team has the tools necessary to assist Volunteers in Medicine of Southern Nevada bring public awareness to its compassionate and driven mission.”
Volunteers in Medicine of Southern Nevada was established in 2008 by Florence Jameson and a group of concerned citizens wanting to provide access to health care for Southern Nevada’s working families. Their mission is to identify, understand and serve the health and wellness needs of Southern Nevada residents who do not have access to health care.
To learn more about Volunteers in Medicine, visit www.vmsn.org.
By: Ryan Tarkowski — @ryantarkowski
As Media Relations Specialist, Ryan Tarkowski works with account executives to oversee the media interactions of health care clients, HealthCare Partners of Nevada, Nevada Head Start State Collaboration and Early Childhood Systems and Women’s Cancer Center.
He brings nearly a decade of news experience to MassMedia. Working in radio and television as a producer, reporter, assignment editor and talk show host, he learned how to tell a compelling story in a limited amount of time. MassMedia Health sat down with Ryan to talk about how health professionals can get the most out of opportunities.
What makes for a strong health care news story?
In general, news is anything that is timely, unique or novel. Stories that do the best job of holding the attention of the audience will be covered by the media, so conflict, failure and scandal often generate the most interest.
Beyond these generalities, what constitutes news varies depending on the medium, the outlet and the individual reporter or editor.
Why should a doctor or medical professional care about media relations?
Being called upon as an expert source by the media allows you to reach patients and potential patients in a way not offered by traditional advertising. Media provides you with a third-party endorsement in the eyes of the audience. People generally believe that if the reporter trusts you they should, too.
When crisis situations arise, a strong relationship with the media helps ensure that your story is presented in a fair manner. That is why it’s important to always return a reporter’s phone calls – every interaction is an opportunity to build goodwill. Even if you do not agree to the interview, offer to help with the story in another way.
What do I need to know about reporters?
The most important thing to remember is that reporters are just doing their jobs. They are usually working on tight deadlines so they appreciate someone who is available, prompt, and concise. Reporters are often not experts on the stories they cover so it is your job to answer their questions with understandable, accurate information delivered in an interesting way.
What can I do to become more “media friendly”?
- Be available. Reporters don’t always interview the best source; they interview the first source that returns their phone call.
- Avoid sales pitches. Pitching your business can discredit you.
- Be honest. Nothing can ruin your relationship with a reporter faster than giving false information.
- Do your research. Ask what the story is about before your interview and try to anticipate the reporter’s questions.
By: Georgeann Pizzi – @gpizzi & Pam Myers – @pammyers310
Adults more than 55 years of age account for nearly 25 percent of the population in Southern Nevada. This demographic segment continues to grow at an increasing rate. According to the U.S. Census Bureau, the number of Americans over the age of 65 will double by 2030. Because seniors are large consumers of health care, medical groups must be keenly aware of this demographic shift from not only a service standpoint, but also as it relates to their communications efforts. In the new era of online and digital marketing, doctor groups should not lose sight of the power of traditional media and its ability to reach senior patients.
The goal of any outreach or advertising campaign is to convey your message to your target audience and the first step is to find out how they obtain information. Pew Research recently reported that nearly 70 percent of seniors read newspapers and magazines as their primary news sources. Further research shows that despite the shift to online communication, seniors continue to consume news mainly through traditional media, including print, television and radio. Despite these compelling statistics, a blanket campaign across traditional media channels will not ensure you’re reaching the right audience. There are specific TV networks, radio stations and publications that rank high among the senior population and others that reach only a small segment of this group.
To effectively reach seniors through advertising, it’s important to take your strategy a step further and do the research necessary to gain clear insight into their behavioral patterns. Important aspects to consider include what communities or areas have higher concentrations of senior residents, what publications are specifically devoted to this group, what television and radio stations have the highest concentration of viewers and listeners, and what programming and day parts are most popular. The answers to these specific questions will help guide where and when you place your advertising, and it will ensure your efforts are reaching the right group.
MassMedia Healthcare Marketing has conducted a number of focus groups on behalf of our clients to get direct feedback from seniors with regard to their communication preferences. Our findings consistently show that seniors are loyal to specific radio and television stations and print publications, and that they listen, watch or read their trusted sources on a daily basis. This is good news for marketers and we can be confident our placements will achieve favorable reach and frequencies relative to our advertising dollars.
With its moderate year-round climate, Southern Nevada is fast becoming a retirement destination for seniors throughout the country. As a result, there are a growing number of niche publications and special sections that specifically serve the senior community. The Las Vegas Review-Journal publishes a monthly supplement to its daily paper with content for senior residents. Master-planned senior housing communities, including Del Webb’s Sun City Anthem and Sun City Summerlin, publish their own magazines. These are great opportunities for doctor groups to promote their services to seniors through highly targeted advertising, which can be much more affordable than marketing to the general masses.
While traditional media remains king among most seniors, it’s important to note that adults over the age of 65 are using the Internet at an increasing rate. For that reason, online advertising should always be considered for your advertising mix. Remember, advertising is only one way to reach the senior community. The best approach is always an integrated one with grassroots, public relations and direct marketing strategies and tactics.
By: Melissa Gonzalez – @mmariegonzalez
This September, MassMedia Healthcare Marketing was hired by Women’s Cancer Center Foundation for Research, to plan and execute an awareness walk entitled “Owareness – A Walk for Ovarian Cancer,” a sequel to last year’s Owareness Rally. The challenge of this year’s event was to build on the success of the previous year’s rally by developing it into a community walk to grow additional support and have a more lasting impression for the cause. The new objectives included building support with strategic partners and influencers, overall execution and raising increased community-wide awareness.
The team developed a strategic plan which included media relations, social media, promotional materials, website updates, sponsorship outreach and special events coordination.
The agency revised the name from “The Rally for Owareness” to “Owareness – A Walk for Ovarian Cancer” to communicate the key message and purpose of the event without changing the established Owareness branding. Fliers, posters, e-blasts and the Owareness website were updated from the previous year to promote news of the event.
NFL Hall-of-Famer Jerry Rice became the name celebrity and to raise awareness for the event, promotional materials were distributed through multiple channels, including the Women’s Cancer Center office and OB/GYN offices throughout Southern Nevada. Tthese materials were also provided to ovarian cancer groups and organizations such as the Ovarian Cancer Awareness Network (OCAN) in Southern Nevada.
The agency’s team used the Women’s Cancer Center and Owareness social media platforms to make announcements, promote sponsors, engage new supporters, and provide education about the detection of ovarian cancer. Videos of patient testimonials, community partners and physicians were also posted to social media sites. In the two months leading up to the event, MassMedia grew the Owareness Facebook page by 81 likes, the Twitter page by 68 followers and quadrupled the amount of engagement from the previous year.
To further its reach, the agency partnered with OCAN, which assisted by promoting the event to its members, support groups and other cancer organizations throughout Southern Nevada.
In addition to the promotional outreach, the MassMedia team also assisted the center with outreach to sponsors. The agency contacted many service providers of the Women’s Cancer Center to secure support and help offset costs associated with the event. More than 13 companies provided their support and helped fund the cause.
The event was held on Saturday, September 24 at the University of Nevada, Las Vegas (UNLV) student union. The one-mile walk took place throughout the tree-lined interior of the campus. Sponsors were allowed to set up booths around the perimeter of the event. Balloons, signage and a DJ helped create a fun atmosphere. Dr. Nick Spirtos, director of the Women’s Cancer Center; Jerry Rice; Mayor Carolyn Goodman; Congresswoman Dina Titus and cancer survivors spoke to the crowd.
Approximately 200 people attended the event, doubling last year’s attendance. The attendees included survivors, patients, family members and community leaders. The agency secured interviews on five TV stations and segments on various news and radio talk shows. The event also received positive press coverage in several print publications. The Owareness social media pages continue to grow with 262 Facebook fans and 1,394 Twitter followers to date.
After months of planning and outreach to organizations and sponsors in the medical industry, MassMedia raised more than $20,000 for the foundation to go toward research, helping uninsured and underinsured ovarian cancer patients pay for chemotherapy treatments and continued education in the community about detection and screening for the disease.
By: Aimee Romero
Getting your practice in front of the public through the media is an invaluable opportunity. Many think of it as “free advertising,” but it shouldn’t just be perceived this way. The public knows that a practice cannot pay to be featured or quoted in a media outlet. It must be thought of as a credible source by the media, a non-biased third party. Thus receiving media coverage also establishes your practice as a trustworthy source by the public.
However trying to receive coverage is not easy. You can send out press releases about your company or you can try to pitch a story to a reporter that will include your practice, but you are rarely guaranteed editorial space in the paper or news broadcast. You are also in a sense competing against numerous other companies or practices that are all vying for coverage as well.
Below are a few tips to keep in mind when pitching the media:
- Journalists and producers get numerous pitches daily, so you must craft your pitch carefully to make sure it is unique, useful, newsworthy and will stand out.
- Determine which media outlet would be most interested in turning your pitch into a story by knowing your target audience and what publication they read or types of news they watch.
- Find the reporter or producer that covers the healthcare field in their outlet. Do the research so that you are contacting the right person right off the bat instead of jumping through hoops to find who the appropriate person is. One way of doing this is by going through recent news stories and determining what reporters are doing health stories.
- Attract the reporter by showing them that you follow their stories and take an interest in it. Provide them angles that you think they will appreciate based on their previous stories and on events and happenings in the healthcare field.
- Similar to making sure you contact the right person the first time, keep it short. Recognize how valuable their time is and that you would like them to do the story because it is in their best interest, not just yours.
- Stay on the reporter’s or producer’s top of mind or radar by keeping in touch. When they have a story and need a source that you or your practice would be a good fit for, then they may be more inclined to reach out to you.
Follow Aimee on Twitter at @AimeeDRomero or contact her at email@example.com
If correctly utilized, media can be a powerful third-party endorsement for your practice. Recently, Good Night Pediatrics was able to position themselves as excellent sources for health-related news stories and promote their practice through the media.
Six years ago, Good Night Pediatrics opened its first all night urgent care for children in Phoenix. The popular practice was an instant hit with parents. Five years later, three more clinics were operating in Arizona and business was booming.
Last year, Good Night Pediatrics expanded to a new state and opened its first clinic in Southern Nevada. After a year of slower-than-expected business, the practice managers contacted MassMedia to develop a plan to grow the number of new and returning patients. They wanted to get the word out that Good Night Pediatrics was a new urgent care alternative to the emergency room. They wanted parents to know that this was the best place to take sick kids in the middle of the night.
Good Night Pediatrics had two main message points to communicate with potential patients.
1) They are experts in children’s health care.
2) They are open every night, including weekends and holidays and every child sees a pediatrician rather than a nurse practitioner or ER doctor.
MassMedia recognized Good Night’s unique business model as an opportunity to position its doctors as excellent sources for health-related news stories. Good Night Pediatrics’ physicians are experts in children’s health care and urgent care, which makes them an interesting expert source to health reporters. Good Night has another unique attribute that makes them an attractive interview, especially in the 24-hour news world – it is open all night long.
On February 3, a report was released that ranked Nevada last in the nation in health care for children. MassMedia immediately seized on the opportunity and secured a television interview with the doctor and a tour of the facility for the local Fox news station.
That night at 10pm and 11pm, the local Fox affiliate reported the story live from the lobby of Good Night Pediatrics and used Dr. Sandy Kalm as an expert source on the state of health care in Nevada. Dr. Kalm was presented as a very knowledgeable person in this area, making her a legitimate expert to discuss this topic. Dr. Kalm explained that Good Night came to Nevada in response to the need for an overnight urgent care for children. The two key message points were reinforced during the broadcast; the practice specializes in children’s health care and the facility is open all night. The news station also interviewed several parents who were delighted with the care their children received at Good Night Pediatrics.
With summer rapidly approaching, MassMedia is now pitching Dr. Kalm as a source for stories that involve heat exhaustion in children. She will provide the signs and symptoms of this heat-related illness as well as prevention tips. In doing so, Good Night Pediatrics and its competitive advantages will be highlighted in the stories as well.
The future media coverage obtained will continue to reinforce Dr. Kalm as an expert in children’s health care and will increase her name recognition in Southern Nevada. This will lead to increased awareness of Good Night Pediatrics in addition to more patient care for the urgent care clinic.
Paula Yakubik, managing partner of MassMedia Healthcare Marketing, discusses the importance of having a website, how it can streamline your practice, tips to keep in mind when building a website, and the impact that utilizing search engine optimization (SEO) can have on your website.
1. How important is it for a medical practice to have a website?
It is vital that in today’s information-driven society all medical practices have an online presence. Before launching any formal marketing plan, you should establish this presence. More and more Americans are turning to the Internet to do their research, comparisons and decision-making.
According to a recent study done by the Pew Research Center’s Internet and American Life Project, in 2010 approximately 61 percent of American adults looked online for health information. Physician practices that integrate an Internet strategy into their overall marketing plan have a better chance of achieving success. Your patients and customers are online looking for information and providers. If you are not there, they will seek out a second source. A well-planned, informative site that is easy to navigate will benefit both the physician and patient.
2. How can a website help a medical practice cut costs?
A good website can help any practice save time and money. A useful website will cut down on the number of phone calls into your practice by including information such as directions to the office, hours of operation, frequently asked questions, and links to healthcare information that website visitors may find helpful. A medical practice’s website should also include downloadable patient forms that patients can fill out prior to their appointment.
3. What are some key tips to keep in mind when building a website?
First, your healthcare website should be geared towards making your potential patient’s decision easier and both potential and loyal patient’s experience better. Content drives action. The content on your physician website should be built specifically for your target audience. Tell them a story about your services and your practice that they can relate to. What visitors really want is content that first describes the problems they face and then provides details on how your practice solves these problems.To do this, you need to know your audience well.
Next, hire a professional consultant. I know most of you have a cousin or a sister who can throw together a website, but if you are going to do it, do it right. Find a consultant that specializes in healthcare, understands how to market to a specific target audience and clearly understands how a website can increase your practice’s patient volume.
It is also important to remember that all marketing initiatives should be strategically integrated into your site and should ultimately tie back into the website as it can assist in tracking and measuring the success of marketing tactics.
4. What is SEO? Does every website need to have it?
Your website should be one of your practice’s greatest marketing tools. If your customers go online looking for your product and services and they can’t find your website, they will seek out another provider or another source. Even worse, what if they type in keywords specific to your practice and your website does not come up. What’s the point of a great website, if no one can ever find it?
It’s no longer enough just to have a great website. It needs to be created and formatted correctly so that your potential customers can find it. We believe if your website does not rank or appear on the first page of a search on Google, Bing or Yahoo, that you are losing potential customers.
Search Engine Optimization (SEO) strategies work to get your practice placed on the first page of searches by utilizing keywords your customers are typing in to find you. Web developers and programmers specialize in SEO services. They work with each of the major search engines everyday to make sure they are up-to-date on their unique specifications and that they have a keen understanding of what is new and required of our customers to land on page one.
Great SEO will increase traffic to your site, which will increase the opportunity for your practice to gain new patients.
Paula Yakubik is a partner with MassMedia Healthcare Marketing. You can follow her on Twitter @Pyakubik. She can be reached directly at (702) 433-4331 or firstname.lastname@example.org.
Heidi Hurst, MA is the Director of the Northern Nevada Immunization Coalition (NNIC). She talks to MassMedia about the implementation and success of their 2010-2011 flu vaccination marketing and public relations campaign.
Heidi has more than16 years of experience in nonprofit program management. She joined NNIC in 2007 and has since lead the coalition in fiscal partnerships, strategic planning and project management. Heidi specializes in coalition building and advocacy.
How has your experience been using MassMedia’s services (scope of work, outcomes, etc.)?
Overall it has been great. MassMedia’s response has been really fast, which was important to this campaign. The campaign wouldn’t have worked without it. Also, even though there were people in the Vegas office working on the campaign and people locally in Reno working with us, everything felt seamless and ran smoothly.
Why was it imperative to create a marketing outreach campaign for the influenza vaccination?
We wanted to create something new that hadn’t been seen before. The problem with flu season is that it’s always the same message, delivered in the same way and people stop listening. We wanted to give people the message in a new and fun way.
What elements did this campaign include and were they effective?
We thought the billboards were really effective. We received several comments on them. They were colorful and well placed which made them stand out. The blog was also something we received good feedback on and that was nice since it was something new for us. We also liked partnering with the banks in rural areas. It was a great opportunity for regional outreach and it worked. The rural communities were supportive. From publishing stories in the local paper to handing out collateral, it really helped out.
Describe some of the feedback you’ve received in response to the InFLUence Others: Get Vaccinated campaign?
Our coalition members really liked the campaign, which was important to us. We do an annual strategic planning survey and through this we received really great feedback on the campaign, better than we have on previous campaigns. Our coalition members are not marketing people, so if they saw, liked and responded to the campaign that’s a really good sign. They are a sample of the general public who we also received comments from here and there at events.
Also, the campaign was well branded. I just think the play on the title, tagline, the t-shirts, and everything all came together nicely. The fact that the campaign has won an ADDY Award is a testament to that. We have also submitted the campaign to the National Influenza Vaccine Summit and hope to be hearing back from them soon.
What was your favorite part of the entire campaign?
I thought having people hold the “I Can InFLUence” sign and taking pictures of them was a lot of fun. We posted these pictures on Facebook and they were well received. The Facebook flu shot application was also a great element and I was surprised to see how many were sent, it was a lot! Our Facebook fan base and interaction definitely increased during this campaign. We have never had the opportunity to incorporate social media in that way or to that extent, and it was a lot of fun!
What was the biggest challenge for the campaign and do you think it was overcome?
The biggest challenge was the timeline. I remember thinking when I was writing out the RFP that it would be tough, but everyone at MassMedia really stepped up and did an incredible job with it. We basically had everything designed, done and ready to print within the first week; I have never had that happen before.
By Paula Yakubik
Social media has gotten very big, very fast. Many would conclude that healthcare is somewhat late to the party. Here are 5 reasons why your practice and healthcare organization should engage.
- 500 million people have a Facebook account, 200 million are on Twitter and there are now 148 million active blogs. I try to explain to most of my clients that the Internet and social media is changing the world much like the telephone did. Many of you were not around, but the telephone made it so we no longer had to send messages by the pony express or the telegraph. It changed the way people communicated with each other and cut down dramatically the time it took to get a message to someone. This is what the Internet is doing. And rather than fight it, you should embrace it and have it work for you and your practice. Done right, your social media sites and a good website can save your practice money.
- A recent study by the Pew Internet Research study, said that 61 percent of adults look online for healthcare information, while only 25 percent of American adults looked online for this information in 2000. 83 percent of these users have looked online for information about health topics ranging from information about a specific disease, treatments, alternative medicine, health insurance, healthcare providers, medical facilities and ways to stay healthy.
- 60 million consumers now use new media to share their health experiences online and look to join online communities with similar symptoms and ailments. Approximately 1,200 Facebook communities advocate for cures for chronic illnesses. Patients are more connected, diverse and sophisticated than ever before. We here at MassMedia call it the word of mouse. It has replaced the word of mouth.
- 72 percent of e-patients search for medical information right before or after a doctor’s visit. While patients value their doctor’s expertise and advice, that will not stop them from searching the Internet and reading website articles and blogs to try and self-diagnose themselves. Patients like to come into a doctor’s office pre-informed about a condition they think they may have and once they leave with a diagnosis they will turn to the Internet to find out more information about it.
- 93 percent of e-patients say the Internet has made it possible to get the medical information they need. Does your practice have an online presence? What will someone think if they Google your practice and there is no site? What will someone think if they don’t find a site and worse yet, come across those pesky doctor review sites in which an unhappy patient last month took to the Internet to show his or her disdain for your front office clerk? Even worse, what if they Google your site and an outdated, horrible site comes up? What does this say about you and your practice? A good online presence will help you establish your credibility. It’s usually the aspect of your brand that patients will experience first so make sure it’s a good one.
Paula Yakubik is a partner with MassMedia Healthcare Marketing. You can follow her on Twitter @Pyakubik. She can be reached directly at (702) 433-4331 or email@example.com. MassMedia Healthcare Marketing’s website is massmediahealth.com