WebMD is one of the many websites that consumers are consulting for health info.

We spoke with Porter Novelli‘s new global director of health Susan Hayes the other day about some of the latest trends in healthcare PR. Among them is the move to online. Healthcare companies and brands have historically been slower to move to digital and social media because it’s closely regulated. However, with everything moving to the online world, that’s changing.

“It’s really about understanding where your influencers are and how to reach them,” Hayes said. Consumers and other target audiences are doing their research online, whether it’s about trying a new diet or finding information about various procedures. And the decision making process for many organizations has changed. So “following the purchaser and being where they are” is important, she said.

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New Career Opportunities Daily: The best jobs in media.

Barbara DeBuono

Dr. Barbara DeBuono has been appointed president and CEO of ORBIS International, a nonprofit that treats blindness and provides eye health care around the world. Dr. DeBuono was previously chief medical officer and global director of public health and social marketing at Porter Novelli. PN has appointed Susan Hayes to the global director of public health position. Hayes has worked at a number of firms previously, including her own, S. Hayes Consulting. In her new role, she’ll work out of the New York office reporting to Julie Winskie, global president, clients.

Lizelda Lopez has rejoined Ogilvy PR West as VP of the public affairs practice. Lopez was most recently an appointee in former California Governor Arnold Schwarzenegger‘s administration. Now, besides her work in the public affairs area, Lopez will help with multicultural outreach in California.

Burson-Marsteller has appointed Lisa Travatello to the position of global consumer and brand marketing practice chair and creative director. She’ll also sit on the Business Operations Team, which is comprised the firm’s senior execs. She was previously EVP and curator of creativity at Current Lifestyle Marketing and has served as EVP and chief creative officer at Weber Shandwick.

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New Career Opportunities Daily: The best jobs in media.