Makovsky Team to Present at Pre-Conference Workshop Titled, 'Securing Corporate Credibility - Best Practices in Consumer Product and Medical Device Recall Communications'

Event Sponsored by the Center for Business Intelligence Scheduled for September 29-30 in Arlington, VA

NEW YORK, July 26 /PRNewswire/ -- "Given the current regulatory environment, the need for an effective recall communications strategy has never been greater. In this post-Vioxx environment, pharma and medical device companies need to consider how their product recall program will impact corporate reputation and future customer relationships," said Gil Bashe, executive vice president & director of the Health Practice at Makovsky + Co., one of the nation's largest independent public relations and investor relations firms.

Bashe and Makovsky Health Practice vice president Kristie Kuhl, JD, will be joined by industry speakers from Alcon Labs; Baker & Daniels; Cambrex BioScience; CV Therapeutics; Mitretek; Reed Smith LLC; U.S. Food & Drug Administration and other executives who will provide industry perspectives and case studies at the Center for Business Intelligence's Annual Product Recalls Summit on September 29-30, 2005 at the Sheraton National Hotel in Arlington, VA.

In their pre-conference workshop titled, "Securing Corporate Credibility -- Best Practices in Consumer Product and Medical Device Recall Communications," the Makovsky Team plans to address how healthcare companies should shift their approach to recall communications in light of the current hostile environment fueled by consumer skepticism about drug safety. During the workshop, participants will review four major product recall case studies (consumer device and hospital-system products) and determine what makes each situation unique; essential pitfalls to avoid and best practices to be retained.

Recommendations for what information is essential to communicate to third-party groups, health professionals, media and patients will also be outlined. In a special break-out session, the challenges -- legal, financial, marketing and communications -- toward making a recall decision will be discussed and analyzed.

About the presenters

Gil Bashe, APR, is Executive Vice President, Health Practice Director at Makovsky + Co. Prior to joining Makovsky + Company, Mr. Bashe served as senior public affairs and health policy counselor to health associations and biotechnology, dietary supplement, medical device and pharmaceutical companies. In 1999, he launched Health!Quest Global Communication Partners, obtaining $60 million in support from GTCR Golder Rauner, one of the nation's largest private-equity firms. He continues as a limited partner in GTCR Fund VII. He was listed as "one of the top 'brains' in the new world of work" by Fast Company magazine, and cited in Creating Covenants: Healing Health Care in the New Millennium as a "healer" for his recognition of the vital role communication plays in medicine as exhibited during his service as an airborne combat medic. Mr. Bashe is chair of the American Heart Association New York Affiliate. He is a co-editor of the book, Branding Health Services: Defining Yourself in the Marketplace.

Kristie Kuhl, JD, is Vice President, Health Practice at Makovsky + Co. Mrs. Kuhl joined Makovsky after gaining health policy experience as a co-founder of a national healthcare education foundation and providing public relations and crisis management counsel to pharmaceutical and medical device companies. Utilizing her legal and public relations background, Mrs. Kuhl is a counselor on issues that impact biotechnology, specialty pharma, dietary supplements and medical devices, and she specializes in helping clients build business through the honest navigation and communication of crises. At Ethical Strategies, Ltd., Mrs. Kuhl provided senior level counsel and managed the public relations and partnership-building activities in North America for 3M Drug Delivery Systems Division, 3M Pharmaceuticals and SkyePharma, Plc. In addition to managing healthcare clients, during which time she developed extensive knowledge of drug delivery, immunology, infectious diseases and oncology, Mrs. Kuhl directed the New York office of the London-based company. She was named a "Rising Star" in 2002 by the Healthcare Business Women's Association. She holds a Juris Doctorate from Quinnipiac University School of Law in Hamden, Connecticut, where she was the recipient of the school's highest honor, the Dean's Award.

About Makovsky + Company

Makovsky has been among the top independent agencies for most of the past 15 years. It has been a consistent award winner; client campaigns have been singled out with PRSA Silver Anvils, CIPRAs, PRSA-NY Big Apples and IABC recognition. The Agency Report Card of The Holmes Report has named Makovsky one of the top agencies for "Business-to-Business" Marketing and "Investor Relations" in the United States. The magazine described the company as follows: "It is an agency that does almost all the little things right. There is an emphasis on research and planning, on understanding the industries in which it works and the challenges facing its clients. That's why the Makovsky brand stands for excellence in client service." It also cited the firm for its ability in creating programs "that drive reputation and sales." Previously, the magazine named Makovsky "Best Managed in the U.S." and one of the "Top 12 Strategic Agencies."

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Source: Makovsky + Company

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