Whether executives or industry leaders are discussing their company's latest innovations or sharing their personal journey to success, media relations offer a way for people to connect with their audience and make an impact in the world of business. Meet Daniel Casciato - publisher and managing editor of Healthcare Business Today.
With over 20 years of experience in the healthcare industry, Daniel has been at the forefront of healthcare journalism, specializing in product reviews and feature stories. As founder of Healthcare Business Today and a thought leader in the industry, Daniel’s dedication to the industry has landed him top-tier writing opportunities for numerous publications and clients including The American Heart Association, Choice Hotels, Crohn’s & Colitis Foundation of America, Cleveland Clinic’s Health Essentials, Health Union, EMS World and more.
Get to know a little bit more about Daniel and his thoughts on what makes a compelling pitch and what innovative healthcare trends are making headlines in 2023.
How did you get your start as an editor covering the healthcare industry?
I got into writing about 25 years ago in Pittsburgh as a freelance writer. With a portfolio of over 5,000 articles across various magazines, trade journals, and websites, I had already honed my craft and was ready for new challenges.
My entry into the healthcare sector was serendipitous. I was a writer for Western Pennsylvania Healthcare News. This prominent local trade publication allowed me to combine my knack for storytelling with my growing interest in health and wellness. After several years, I was elected to the role of editor where I had the opportunity to shape the publication's narrative, diving deeper into the intricacies of the healthcare industry.
The experience was transformative and sparked my desire to become a publisher. From this experience, I founded Healthcare Business Today, a testament to my commitment to providing valuable insights into the healthcare business sphere. I also helped my mentor and former publisher of Western Pennsylvania Healthcare News, Harvey Kart, launch Lake Oconee Health, a consumer-based digital magazine covering health and wellness.
My work with renowned institutions like the Cleveland Clinic, where I contributed to their health-related blog, Health Essentials, and Southwest Airlines, where I covered healthcare for their in-flight magazine, further solidified my credentials as a healthcare editor.
What makes a compelling news/op-ed pitch?
Timeliness and Relevance: The topic should be current and pertinent to ongoing discussions in the healthcare industry. It could be tied to recent advancements, new research, policy changes, or emerging trends in healthcare.
Significance: The pitch should highlight why this story matters to the healthcare community. Does it impact patient care, public health, healthcare policy, or industry practices? Why should healthcare professionals, patients, or policymakers care about this issue?
Unique Perspective or Information: A compelling pitch offers a fresh angle on a familiar topic or brings new information to light. This could be achieved through exclusive data, a unique case study, or a personal story that humanizes the issue.
What are some of the most exciting developments in healthcare that you're following closely right now?
Artificial intelligence (AI) and virtual care are transforming healthcare, with AI streamlining diagnostics and treatment recommendations, aiding drug discovery, and enhancing patient engagement through chatbots. Virtual care, amplified by the pandemic, has increased accessibility, offering consultations and chronic condition management from home.
Virtual reality is also emerging, revolutionizing pain management, rehabilitation, and medical training with immersive environments. As these technologies evolve, I look forward to seeing how they'll further reshape healthcare.
Are there specific topics/themes within the healthcare space that you haven’t covered that you would like to get more perspective on?
One area within the healthcare space that we wanted to take a deeper dive into is urban health. Urban areas present unique health challenges and opportunities due to their density, diversity, and complexity. These environments can profoundly impact the health and well-being of their inhabitants, influencing everything from access to healthcare services to exposure to environmental pollutants.
We’re also interested in the intersection of social determinants of health and urban living. For example, how do factors like housing, employment, and education – all intricately tied to urban environments – impact health outcomes? And, also, how can we address disparities in these areas to improve health for all urban residents?
What do you predict will be the most talked about trends, topics or themes in our industry for 2023?
It seems these days everyone is talking about artificial intelligence (AI). Are there any new developments that will change current healthcare practices? Are there aspects of AI that the healthcare industry should steer clear of?
No doubt AI is transforming healthcare with innovations such as predictive analytics for patient risk, AI-enabled imaging diagnostics, and personalized treatment plans.
However, the industry should be cautious about privacy and security concerns associated with AI, since patient data is sensitive and requires stringent protections. Also, while AI can aid in decision-making, it should not replace human judgment, especially in complex medical cases where a holistic view of the patient is critical.
With so much misinformation circulating online about healthcare, how do you ensure that the healthcare information your publication presents is accurate and unbiased?
Ensuring the accuracy and unbiased nature of our stories is a priority. Each piece of content is carefully reviewed and vetted for accuracy before publication. In addition, we sometimes consult with retired medical experts—when necessary—and also try to present a balanced view, discussing different perspectives on a given issue.
We also remain transparent about our sources, allowing readers to verify the information themselves. We list the credentials of our authors in a bio box at the end of each piece.
How do you see healthcare journalism evolving in the next decade?
As AI starts playing a bigger role in the healthcare system, there will be an increased demand for journalism that can demystify these complex technologies for the public, explaining in clear terms how they work and what their benefits and risks might be. This will require journalists to develop new skills and knowledge to accurately and effectively report on these topics.
We might also see more data-driven journalism, with AI being used to analyze large data sets to uncover stories or trends that might otherwise go unnoticed. This could lead to more in-depth and investigative reporting in the healthcare field.
What do you think healthcare providers and organizations can do to better engage with the media and the public?
They can better engage by being proactive in their communication, transparent in their operations, and empathetic in their messaging.
They should ensure they're accessible and responsive to media inquiries, regularly issue clear and informative updates about their work, and engage in public dialogues on health issues. Using social media platforms effectively can also help reach a wider audience and foster interaction.
Finally, they should not shy away from human stories, as these often resonate deeply with the public, creating a more relatable and humanized view of healthcare.
Daniel – Thank you so much for being our guest and sharing your insight!
Interested in learning how we can leverage our connections to help your brand tell smart stories? Reach out today!