Crisis Communications: Surviving The Storm

Whether it’s a product recall, a class-action lawsuit or an environmental disaster, almost all medical device companies will need to navigate a crisis at some point. Medtech Insight spoke to top public relations experts about how to plan ahead, get through the crisis and clean up afterwards.

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Crises for medical device companies take many forms. They might be actual physical storms, like Hurricane Maria’s damage to Puerto Rican medical device plants. Or they could be more metaphorical ones, as when news programs like 60 Minutes focus in on alleged patient safety issues around specific devices. Other common crisis areas might include high-profile recalls, executive firings and perceived financial improprieties, among others.

But whatever the specific issues at stake, public relations professionals that work with the medical device industry agree on one...

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