Health reporting is more than making the evening news, its impact carries with it great responsibility. Information exchange is at the heart of a democratic society, and health information exchange delivered by qualified reporters, shapes the health and safety of our communities.

“The relationship between health and journalism has never been more necessary. Now is the time to recognize that the viral nature of the web and the rise of social media have created new patterns of consumption and delivery.”

The proliferation of news on the internet is transforming the delivery of health care. Medical professionals and communicators need to redefine their role in this digital age, but in order to be relevant, they must be actively involved.

“Physicians today must be more proactive with communications and media, it is more important than ever in today’s world. If we don’t make our voice heard, others will speak for us and may not express the views that we want our patients to hear.”

Media training is critical in a patient centric healthcare system. Practitioners need to be communicators. Many studies cite statistics that improved communication skills leads to more accurate diagnosis, patient compliance, more referrals, and reduced malpractice claims. Skilled communicators can have a tremendous impact on a patient’s lifestyle.

Every day we hear, “The web has changed everything.” But has it? Medical practitioners are still uniquely qualified to provide healthcare and medical news to the public. Experts can have control over a media encounter, therefore making media training imperative to ensure that when the opportunity arises to tell the good story that the real story is what is heard. The web has created myriad opportunity for medical spokespeople.

“You can be the best doctor, the smartest doctor, but if you can’t talk to your patients you aren’t really helping them.”

Health care consumerism and the rise of personalized medicine are increasing demands for transparency. Health institutions, providers and life science firms must adapt to a changing patient landscape; must embrace the digital technologies and must learn to market directly to the patient.

Every day Americans face health related decisions that make the need for understandable health information to be presented in accessible ways and that levels the playing field regardless of education level, age, race or income.

The 30th Annual Medical Communications Conference is designed for practitioners and communicators and administrators to claim their role in this era of media convergence and work to improve the nation’s health.