by Brandon Glenn | May 26, 2021 | Blog
As artificial intelligence (AI) continues its inexorable march towards consuming more and more jobs previously done by humans, it may be a question of when, rather than if, humans become the new horses.
Think, for a minute, about how absolutely essential horses were to the economy 200 years ago. With much of the economy still industrializing and dependent on agriculture, horses were vital to the farm work that produced the world’s food. With no automobiles, horses also played a critical role in transportation, delivering goods to market and enabling humans to travel in coaches or by horseback.
Horses were so important that the U.S. equine population grew six-fold between 1840 and 1900 to more than 21 million horses and mules, according to a report in Foreign Affairs. Then came the internal combustion engine, replacing horses with cars in cities and tractors on farms. The U.S. equine population plummeted to 3 million by 1960, a drop of 88% in just 60 years.
For decades if not centuries, a related debate has loomed, ranging from “The Grapes of Wrath” to “2001: A Space Odyssey” and many others: Will technology replace and make human labor irrelevant? (Given that McKinsey reported five years ago that “currently demonstrated technologies could automate 45% of the activities people are paid to perform,” this is a subject that should be a concern for all workers – and that was five years ago!)
Now, with the rise of AI in marketing and public relations, the “Are humans the new horses?” question has begun to hit a little closer to home for PR professionals. Today, we may use AI software for routine, manual, time-consuming tasks such as transcribing interviews. Tomorrow – as AI gets better and smarter, which it most certainly will – we may use AI to write press releases, product descriptions, website copy and the like.
Once AI gets good enough to do that, it will likely begin to take human jobs. Sure, companies will still need some humans to feed information into the AI software to help the software write a press release, but assistance from AI will mean that companies need far fewer humans to produce the same amount of output.
Already, we’re seeing some examples of PR and marketing AI software – just not the kind that is sophisticated enough to take human jobs in a significant way. Copy.ai promises an “end to writer’s block” by helping users “generate marketing copy in seconds.” (I signed up for a seven-day trial and played around the software a little bit to write a product description; it seemed pretty good.) Similarly, Contilt pledges to “put the power of AI at your fingertips” by using software to generate article drafts and do research. No doubt there are plenty of similar startups today, and there will plenty more in the future.
These companies like to sell their AI as tools that will help humans do their jobs, better, which is true enough in the beginning. Then the AI gets smarter, and it begins to approach, but not meet, humans’ ability to edit content or draft a byline, for example. At this point, we’ve started on the slippery slope to where AI’s “good enough” work product becomes so much cheaper for companies to produce than a human-written article, that “good enough” becomes the industry standard for all articles and human writers start to lose their jobs. What a time to be alive!
So what’s a concerned PR professional to do? Data scientist Michael McBride offers three points of advice:
- Don’t get cocky: In one notable survey, 90% of responders thought that up to half of jobs would be lost to automation within five years, but 91% didn’t think there was any risk to their job. Don’t fall into the “It can’t happen to me” trap. It can.
- Make a process map of your job (extreme kudos to anyone who actually does this!): Create a process map that “visualizes the set of decisions and actions that make up your day-to-day life.”
- Double down on soft skills: Professions that require a tremendous amount of empathy and human interaction are among those least likely to be automated.
The good news is that, as it stands in 2021, there are still PR jobs available. Humans haven’t become horses – yet. Nonetheless, prepare for the coming onslaught of AI as if your career depends on it, because it probably does.
by admin | Apr 13, 2021 | News
Award-winning Health and Health tech PR and marketing agency and innovative pharmacy solutions provider partner to amplify client successes and industry best practices
SCOTTSDALE, Ariz., April 13, 2021 – Amendola Communications, a nationally recognized, award-winning healthcare, health tech and life sciences public relations and marketing firm, announced today that FDS Amplicare has selected the firm as its public agency of record. Amendola is implementing a comprehensive media and communications program that will showcasethe success of FDS Amplicare’s collaborative work with clients and bring greater awareness of its pharmacy software solutions, which include business intelligence, medication synchronization, claims reconciliation and medical billing.
“We are strong advocates for community pharmacists, who have so many stories to share, explains David Roth, chief growth officer, FDS Amplicare. “It has been a challenge to break through the COVID news cycle, but Amendola’s broad experience and deep relationships with pharmacy and healthcare media and digital influencers is what got our attention and they have delivered since day one. They generated immediate visibility with creative storytelling in our top tier media targets and we look forward to ongoing awareness and market momentum.”
FDS Amplicare has more than 30 years of experience in delivering pharmacy software solutions ranging from claims reconciliation and medical billing to business intelligence, patient communications, and Medicare plan selection. By combining proven technologies and pharmacy clinical and financial expertise, these solutions help pharmacies and their patients save time and money while delivering quality patient care.
Welcoming FDS Amplicare’s industry-leading pharmacy software solutions to the agency roster, Jodi Amendola, CEO of Amendola said, “We value FDS’ commitment to advancing financial and operational efficiencies of community-based pharmacies. It aligns perfectly with our results-oriented approach and passion for improving the healthcare system. It has been a pleasure to leverage their unique data, client successes and vision to the fast-changing market.”
To learn more about Amendola, visit www.acmarketingpr.com. To learn more about FDS Amplicare, visit www.fdsrx.com or www.Amplicare.com.
About Amendola Communications
Amendola is an award-winning, insights-driven public relations and marketing firm that integrates media relations, social media, content and lead gen programs to move healthcare, life sciences/pharma and healthcare IT decision-makers to action. The agency represents some of the industry’s best-known brands as well as groundbreaking startups that are disrupting the status quo. Nearly 90% of its client base represents multi-year clients and/or repeat client executives. Amendola’s seasoned team of PR and marketing pros understand the ongoing complexities of the healthcare ecosystem and provide strategic guidance and creative direction to drive positive ROI, boost reputation and increase market share. Making an impact since 2003, Amendola combines traditional and digital media to fuel meaningful and measurable growth. For more information about the industry’s “A-Team,” visit www.acmarketingpr.com, and follow us on Twitter and LinkedIn.
About FDS Amplicare
FDS Amplicare strengthens the health of pharmacies and their patients. Through the delivery of innovative software products and services, we enable the evolution of the clinically focused New Era Pharmacy, empowering our clients to provide comprehensive pharmacy and clinical care services for their communities. To learn more about FDS Amplicare, visit www.fdsrx.com or www.Amplicare.com.
by admin | Jan 28, 2021 | News
Healthcare IT PR agency aims to amplify voice of enterprise-ready virtual healthcare platform through media engagement
SCOTTSDALE, Ariz., Jan. 28, 2021 – Amendola Communications, a nationally recognized, award-winning healthcare and technology public relations and marketing firm, announces that virtual care leader eVisit has selected the group to manage its media outreach and thought leadership initiatives. The decision comes after an extensive review of other national agencies.
Founded in 2014, eVisit started with the goal to simplify the way healthcare organizations deliver care to their patients, regardless of where they are. As a result of the COVID-19 pandemic, telehealth has accelerated and virtual care solutions are a crucial way health systems and hospitals are delivering patient care and staying competitive. As a market leader, eVisit aims to ensure virtual visits are as easy as possible for providers and their patients, all while enhancing care quality.
“We are tremendously excited for this partnership with the Amendola team,” says Bret Larsen, CEO and Co-founder, eVisit. “We chose Amendola because of the team’s energy and passion for earned media, their keen ability to see a good story and their expertise in healthcare. As we continue toward our vision to simplify healthcare delivery to everyone, everywhere, we welcome their contribution with more eyes on our mission, technology and services, as well as to help us amplify eVisit’s unique position in the marketplace.”
Amendola joined forces with eVisit shortly after the virtual care leader raised $14 million in series A funding. In 2020, eVisit also saw their inclusion in the 2020 Gartner Market Guide for Virtual Care Solutions, which names eVisit as a Representative Vendor and cites the five critical capabilities to look for when selecting a virtual care solution. A tremendously useful tool for healthcare leaders, a complimentary copy of the Oct. 2020 Gartner Market Guide for Virtual Care Solutions can be accessed by clicking here.
Amendola will leverage its media relationships to help showcase eVisit’s services, innovation, consultative approach and customer successes, with an emphasis on securing exposure opportunities through media, speaking and other engagements for company leadership, its customers, and the providers and patients who benefit directly from the eVisit solution.
“Amendola thrives by telling stories. We earn media engagements by focusing on education, and by digging deep to find interesting angles that writers and reporters will want to delve into,” says agency CEO, Jodi Amendola. “As virtual care becomes the norm, it’s an honor to work with eVisit, a company whose founders are mission-driven and believe in the need to simplify healthcare delivery to everyone, everywhere.”
About Amendola
Amendola is an award-winning, insights-driven public relations and marketing firm that integrates media relations, social media, content and lead-gen programs to move healthcare, life sciences/pharma and healthcare IT decision-makers to action. The agency represents some of the industry’s best-known brands, as well as groundbreaking startups that are disrupting the status quo. Nearly 90% of its client base represents multi-year clients and/or repeat client executives. Amendola’s seasoned team of PR and marketing pros understand the ongoing complexities of the healthcare ecosystem and provide strategic guidance and creative direction to drive positive ROI, boost reputation and increase market share. Making an impact since 2003, Amendola combines traditional and digital media to fuel meaningful and measurable growth. For more information about the industry’s “A-Team,” visit www.acmarketingpr.com, and follow us on Twitter and LinkedIn.
About eVisit
eVisit simplifies healthcare delivery with its market-leading virtual care platform. With eVisit, healthcare organizations can deliver faster, more accessible virtual care using their own network of providers, regardless of specialty. eVisit works seamlessly across enterprise service lines and departments to improve outcomes, reduce costs, and boost revenue. Based in Mesa, Ariz., eVisit helps more than 100 healthcare organizations, including the largest systems in the U.S., innovate and succeed in today’s changing healthcare market. eVisit is a Representative Vendor in the Gartner 2020 Market Guide for Virtual Care. Get your complimentary copy here. For more information, visit evisit.com.
Gartner does not endorse any vendor, product or service depicted in its research publications, and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner research publications consist of the opinions of Gartner’s research organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.
by admin | Dec 15, 2020 | News
Award-winning health IT agency offers guidance applicable in virtually any industry
SCOTTSDALE, Ariz., Dec. 15, 2020 – Amendola Communications has built an outstanding reputation as one of the leading public relations, marketing, and social media firms serving healthcare, health IT, and life sciences organizations. So it’s no surprise that its blog, peppered with contributions from the entire team, would become a favorite destination for information among organizations, reporters and others within those industries.
While healthcare is always on their minds, the reality is the advice proffered by the award-winning agency extends well beyond its core healthcare market. In fact, as these posts demonstrate, most of the content generated and topics covered are applicable in virtually any industry. Here’s a quick sample from the past few months.
In “Branding: Be Yourself, Earn Engagement,” the post describes how CEOs and other organizational leaders can stand out among their peers by being authentic and really saying something about what’s happening in the world, or their world, rather than playing it safe. It uses the example of Elon Musk, CEO and Founder of Tesla Motors, SpaceX, and other companies to show that being yourself and taking a stand rather than putting out vanilla pap is a way to create an indelible brand and drive intense loyalty and engagement in the market. READ MORE >>
Of course, the COVID-19 pandemic has been an all-consuming story for pretty much everyone this year. It has been such a sentinel event you might think all the old rules have gone out the window. The post “Revisiting ‘The Four Ps’ of Marketing During a Pandemic” takes this topic on head-on. It shows that these tried-and-true principles still apply, but must be adjusted to reflect the reality in which we’re currently living. READ MORE >>
Then there is the agency’s advice on “Breaking Into the Policy World Through Public Relations.” Government policy can have a profound effect on organizations as well as industries. Yet many in both simply shrug their shoulders at the prospect of influencing policy, assuming it requires a significant investment in heavy-duty lobbyist firms. Yet that isn’t always the case. This post describes strategies organizations in a variety of industries can use to help ensure policy decisions go their way – or at least do not work against them. READ MORE >>
Finally, for those interested in the personal side of business there is this heartfelt homage from agency CEO Jodi Amendola to the influence her mother has had on her career. Written shortly after receiving the news that Kamala Harris would become the nation’s first female Vice President, “Women Leaders: A Tribute to My Mom,” recounts the lessons her mom, Thelma Kurzweil, taught her throughout her life, including the importance of just being a good person and taking responsibility for your own happiness. Sadly, Thelma passed away shortly after Jodi’s blog was published in November and we are not sure if she had a chance to read it but, as Jodi said, “Nothing was left unsaid.” READ MORE >>
This is just a sampling. The Amendola blog has been around for several years, offering timely and evergreen advice that covers the gamut of activities of interest to PR, marketing, social media, digital content and other allied professionals. This information is offered free, so be sure to explore it in-depth and subscribe.
About Amendola Communications
Amendola is an award-winning, insights-driven public relations and marketing firm that integrates media relations, social media, content and lead gen programs to move healthcare, life sciences/pharma and healthcare IT decision-makers to action. The agency represents some of the industry’s best-known brands as well as groundbreaking startups that are disrupting the status quo. Nearly 90% of its client base represents multi-year clients and/or repeat client executives. Amendola’s seasoned team of PR and marketing pros understand the ongoing complexities of the healthcare ecosystem and provide strategic guidance and creative direction to drive positive ROI, boost reputation and increase market share. Making an impact since 2003, Amendola combines traditional and digital media to fuel meaningful and measurable growth. For more information about the industry’s “A-Team,” visit www.acmarketingpr.com, and follow us on Twitter and LinkedIn.
Media Contact:
Marcia Rhodes, Amendola Communications, mrhodes@acmarketingpr.com
by admin | Dec 1, 2020 | News
Agency honored for high impact PR, thought leadership and digital campaigns during pandemic year
SCOTTSDALE, ARIZ., Dec. 1, 2020—Amendola Communications, a nationally recognized, award-winning healthcare and technology public relations and marketing agency, announced today that it has been named a finalist in Ragan’s 2020 PR Daily Awards in multiple industry and award categories, including Healthcare Media Relations Campaign of the Year and Grand Prize—PR Campaign of the Year for Biofourmis, Healthcare Thought Leadership Campaign for Air Methods, and Thought Leadership Campaign for Kaufman Hall.
Ragan’s 2020 PR Daily Awards represent the organizations and communications teams behind the best communications campaigns, projects, initiatives and content from the past year. Through clear strategy, sharp creative, and flawless execution, Amendola was able to generate hundreds of media placements, secure key thought leadership opportunities, drive social media and digital engagement, and propel awareness and positive perceptions.
Amendola’s nominations include:
Healthcare Media Relations Campaign of the Year and Grand Prize: PR Campaign of the Year for Biofourmis—With Amendola’s strategic guidance and execution, Biofourmis secured nearly 100 media placements in 12 months, focusing on thought leadership and brand awareness. Notable earned article placements included the Wall Street Journal, Boston Globe, Tech Crunch, Axios and Business Insider as well as top national healthcare and health IT trade media. Following a headquarters move from Singapore to Boston, the company went from being virtually unknown in the U.S. market to becoming top-of-mind experts for reporters covering digital therapeutics, artificial intelligence, remote monitoring and wearables.
Healthcare Thought Leadership Campaign for Air Methods—The Amendola/Air Methods “No Membership Required” campaign ran between November 2019 and June 2020. With extensive media outreach, the NMR campaign outlined Air Methods’ commitment to continued high-quality air medical services as well as its focus on eliminating potential financial burdens for its patients. Amendola skillfully communicated this message to show what Air Methods has done to revolutionize medical care in the air while also serving as patient advocates. Amendola’s aggressive outreach and content development generated 209 organic media placements in national, trade and local media, and its digital campaign earned more than 21 million video plays, 25 million impressions, and more than 21 million post engagements.
Thought Leadership Campaign for Kaufman Hall—Amendola developed a PR campaign focused on how hospitals and health systems confronted COVID-19 from a financial perspective. Built on a steady cadence of outreach to media across national, business and trade publications, the program generated 159 original placements, 115 of which were initiated and secured in three months, starting on March 1, 2020. Key placements appeared in Crain’s Chicago Business, Bloomberg News, Modern Healthcare, Inside Higher Education, Bank Business and the Chicago Tribune.
“These nominations are a testament to our teams’ dedication to outstanding and measurable results for our clients,” said agency CEO Jodi Amendola. “It is especially gratifying to be honored during the toughest news cycle I can remember in my 30 years in the business because of the COVID-19 pandemic. It really speaks to the talented team at Amendola and the strong relationship we have with the media and our clients. In each of these three campaigns, Amendola’s account teams provided unmatched results and value to our clients. We strive to find new and interesting ways to tell our clients’ stories, identify opportunities, and deliver award-winning results—and this news is a validation of that approach.”
In addition to earning these finalist spots with Ragan’s 2020 PR Daily Awards, Amendola Communications has earned numerous awards for its market leadership in PR and marketing.
About Amendola Communications
Amendola is an award-winning, insights-driven public relations and marketing firm that integrates media relations, social media, content and lead gen programs to move healthcare, life sciences/pharma and healthcare IT decision-makers to action. The agency represents some of the industry’s best-known brands as well as groundbreaking startups that are disrupting the status quo. Nearly 90% of its client base represents multi-year clients and/or repeat client executives. Amendola’s seasoned team of PR and marketing pros understand the ongoing complexities of the healthcare ecosystem and provide strategic guidance and creative direction to drive positive ROI, boost reputation and increase market share. Making an impact since 2003, Amendola combines traditional and digital media to fuel meaningful and measurable growth. For more information about the industry’s “A-Team,” visit www.acmarketingpr.com, and follow us on Twitter and LinkedIn.
Media Contact:
Marcia G. Rhodes, VP, Amendola Communications, mrhodes@acmarketingpr.com
