Meeting Attended By:
Nina Sinisterra, Francesca Belluomini, Eloise E. Rodriguez and Carol Crisafi
Messaging for 2014
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40 th Anniversary nothing approved with expenses, only messaging will push this effort
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40 th Anniversary logo was created and is already on the website
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Going forward, Bristol PR will write the quotes for all press releases on behalf of the doctors and they review them.
March 2014
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March 21 st is the start of spring – do a press release to include spring fruits and vegetables, pollen, specific to area (strawberries and find other fruits, as well as which plants and trees bloom and flower). A list of the blooming ones may be found on the Fairchild website.
(Francesca, do we need to submit anything to them) THE POLLEN CALENDAR THAT YOU
SENT ME YESTERDAY
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March 30 th is Doctor’s Day ( This press release needs to be in front them quickly ) SO DOCTOR’S DAY IS N.1 AND BEGINNING OF SPRING N.2
IN CHRONOLOGICAL ORDER?

March is Nutrition Awareness Month (Michelle Obama started it
– use hashtags #letsmove, #nutritionmonth) THE #NUTRITIONMONTH HAS
BEEN USED ALREADY THROUGH SO.ME.

It is also the start of allergy season (the press release can include tips on how to prepare for Spring allergy season). (this needs to be done quickly, what do they need from us?) THIS WAS RELATED TO THE BLOG POST
ON POLLEN WHICH I HAVE STARTED PREPARING TODAY. CAN I
USE AND MENTION DR. RODICIO?

Easter is in April, but this one would need to be pitched early. (same here)

Celebrating Easter with food allergies, especially for kids (peanut-free, egg-free and milk-free Easter baskets). Include Easter allergy triggers.
(important) THE MOST COHESIVE WAY TO OPTIMIZE ALL
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COMMUNICATION FORMS WOULD BE TO INVOLVE THE DOCTORS
THAT WILL DO THE FOOD ALLERGY VIDEOS. (BLOG, VIDEOS,
PRESS RELEASE, SOCIAL MEDIA)

Ways to beat spring allergies and ways not to aggravate spring allergies.
April 2014 The main thing here is to complete the certificate and the training with DR. Shane.
In the meantime start colleting the info Eloise will need for press release and so forth. Machine info ( WHEN HE’LL CALL IN THE AFTERNOON I WILL
ASK HIM FOR HIS EMAIL AND EXPLAIN, OK?)

Possible press release - Can you be allergic to a medical procedure or implant? Nina to find out if any patient has been allergic to an implant.

Follow up Easter release in April
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April- NAB certified (only one certified south of Sarasota).

We can host a possible Media Day - weather & medical media members
(need 2 weeks advance notice to put this together). We will write the shell of the press release and leave the areas for the dates to be inserted. The following information is needed.
Dr. Shane is your best source for this
. o Information on the new pollen count machine ( o Information of Dr.
Rodicio’s certification o Information on the NAB certification o Only one south of Sarasota o How many certified in the U.S.? o Nina mentioned NAB is the only one accepted by the Academy of
Allergy & Asthma o Need one quote from Dr. Rodicio and one from Dr. Shane o Need 30 Giveaway Bags for Media Day – They should include: pens (I HAVE) , hats, chap sticks and other goodies, as well as a folder (I HAVE) with press release and information on the machine
(image of the machine necessary). We need to prepare this. I have the bags . NEED TO FIRST ASK ALL QUESTIONS TO DR.
SHANE. WHEN DO YOU WANT TO DO THE MEDIA DAY?
May 2014

May 6 th is Asthma Awareness Day
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Press release could include how dust and components from chalk can trigger asthma in kids

Dinner event in May to be hosted at a location like Smith &
Wollensky.
RECEIVED THE MENU, ROOM AVAIL FOR MAY 8 BUT
NEEDS TO BE RESERVED o Purpose is to recognize and thank doctors, which educating them.
Dr. Mirmelli to host this pilot program event.
o Event should be in Miami Beach with no more than 40 doctors and a guest each.
o Marketing goal is to change the usual things that have been done for many years and do something different that will leave to patient referrals and increased dialogue.
o Dr. Mirmelli to talk about anaphylaxis o Event needs to be scheduled before school ends o Room set-up should be u-shaped, need wireless microphone o May 8 th is a possible date o Pre-set menu, a regular dish and another vegetarian o Cash bar o Capital Grille in Brickell another possible option
June 2014
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Allergic to my partner – K9 (testimonial) – to be ready and pitched in May
– This is one of Dr. Llanes’ patients
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Another Dr. Llanes ’ patients is allergic to hair dye
Marketing/Social Media
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Ronald & Corey producing a series of five videos (3 min. each) to humanize connection with patients. We need to have testimonials and these will be used on the website in English and Spanish. Different doctors for English and others will do Spanish versions.
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To may also be used as b-roll.
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May be able to be streamed in the office waiting rooms.
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Subjects for videos include: o Contact dermatitis o Food Allergies o Immunotherapy/Allergy Shots 101 o Anaphylaxis o Asthma
Miscellaneous
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
Make suggestions for promotions to use with the flower and dog icons of the FCAAC logo.

Contact Tim Dodson again regarding Bronze Anvil
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Need pollination calendar for South Florida from Nina
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Suggest someone to do apps for FCAAC
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SLIT – sublingual immunotherapy (grass and peanut allergy, submitted to
FDA)
– not covered by insurance ($126-140 per month, looking to reduce the cost). Can be used to treat everything. Drops under the tongue. Need to get testimonials. How do they taste? It will be a longer treatment and it has to be much more diluted. Requirements: Adult, consistent and financial ability. Good business pitch angle. Not suggested for kids.
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Central mixing department creates treatments specific to each patient
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Gap in individuals ages18-40 in complying with immunotherapy.
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Send feature for S. FL Executive Magazine on Dr. Jaime Landman,
President & CEO. DONE
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Contact Miami Herald again for Dr. Pacin ’s column.
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