First penile transplant in U.S. makes history, headlines
Surgeons at Mass General took to Periscope and other social media channels to discuss the sensitive procedure. Others, meanwhile posted congratulatory wishes. There was a glut of crude comments as well.
It’s a proud and somewhat awkward moment for communicators and clinicians at Massachusetts General Hospital.
Surgeons met with reporters Monday to discuss how they delicately performed the nation’s first penile transplant. At the same time, communicators had to skillfully present the man’s story to the public with a fine balance of brand journalism,empathy and respect.
The preparation, the private and the public
Health care communicators recognize there are numerous topics that are sensitive, embarrassing and difficult for patients and people in general to discuss in public. Infertility, sexually transmitted diseases and incontinence and aging among them.
However, the good news for PR and marketing pros at Mass General in Boston is that Thomas Manning agreed to put his face, name and story out for all to see. It did take some time. RELATED: Get social media “next practices” from the big four platforms.
Become a Ragan Insider member to read this article and all other archived content.
Sign up today
Already a member? Log in here.
Learn more about Ragan Insider.
