Dear BAMf Podcast: Episode 53 with Mimi Gadsden

Dear BAMf // Episode 53: Mimi Gadsden of Doctor.com explains how to ask media to meet in person post-pandemic.

In this episode of the Dear BAMf podcast, we speak with Mimi Gadsden, VP of Strategic Events & Marketing Operations at Doctor.com. Her work at Doctor.com has helped its clients reach over 100M patients monthly, giving an unfair advantage in their online marketing. In this episode, Mimi answers tough marketing and PR questions from our listeners, including this one about how to ask media to meet in person post-pandemic.

Dear BAMf,

My company's CEO is heading to DC next weekend for some meetings and is really eager to talk about making a media tour out of it. That said, I'm not sure how journalists feel about in-person meetings since the pandemic is still happening and there's much changing. Do I risk offending them by reaching out to ask what's the best approach here? 

Listen now to hear how Mimi advises this writer to move forward.

Dear BAMf: Episode 53

Episode 53 highlights:

• (2:00) What is Doctor.com?

  "Doctor.com is a company that updates information about physicians in hospitals throughout the world wide web," explains Mimi. The company's network allows for accessible communication between doctors and patients. Mimi explains Doctor.com in more detail, saying - "What we do is we make sure that the information we syndicate out to our third-party sites is accurate and patients can reach doctors or they can reach the hospitals. Then we make sure that from a patient side, you're able to read reviews on that doctor on numerous sites."

• (03:30) What are you most proud of accomplishing in the last 12 months?

  Mimi joyfully shares how Doctor.com's acquisition was huge a source of pride saying, "When I first started with doctor.com, I knew the objective and the goal was to get acquired, so I do feel like I was a part of the team that helped move that needle forward." 

• (09:19) Do you have a favorite way to tell a story?

  For Mimi, nurture campaigns and patient client journey stories are the best way to convey a narrative. Mimi explains, "When you have that emotional attachment, you're able to make decisions." Mimi sees the power of identifying with a story but it does not stop there, employee surveys are just as important. Mimi suggests, "Create a trend survey in their industry at the beginning of each year of the prior year because those numbers and those statistics are just amazing to see."

• (16:40) Is it too soon to meet media contacts in person, and do I take the risk of asking?

  Mimi's first response is, yes, take the risk of asking. To be most effective and tasteful Mimi suggests to listeners, "Create a best practices document that could be modified." This way your team can have an agreed strategy before ever crossing that bridge. In addition, Mimi notes that reaching out to media you are already friendly with is ideal. Mimi says, "Have a conversation with a few of your best media contacts. The ones that you have established cultivating relationships with, the ones that feel the closest to you, and gauge how they feel." For more tips on talking to media contacts please read, "3 Ways to Develop a Strong Working Relationship with Journalists."

What is Dear BAMf?