Ms. Plorin and her team focus on providing strategic communications solutions to healthcare and other C-suite executives nationwide.
Here are some excerpts from the interview:
NBJ: What lesson have you learned that you wish you had known earlier?
Ms. Plorin: The customer’s perspective is overwhelmingly more important than a company’s intention, leadership or latest investment. If you’re not conveying “what’s in it for me” to your customer, don’t bother communicating.
NBJ: Besides the Affordable Care Act, how is your industry different now than it was five years ago?
Ms. Plorin: Social media continues to influence all industries in ways we are really just starting to leverage. Anyone with a laptop and an Internet connection can hold an online press conference, launch a new product or initiate a smear campaign. Good or bad, everyone is a journalist; everyone is a marketer.
NBJ: What advice would you give others looking to get into healthcare?
Ms. Plorin: Read. We have so many good news sources and good aggregators out there. Take time every day to read and learn about your industry.
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