Advancing Innovation in Dermatology donates $50k to American Academy of Dermatology

Apr 15, 2014

Pascale Communications was on the scene at the annual American Academy of Dermatology (AAD) with two of our great clients, Advancing Innovation in Dermatology (AID) and Novan Therapeutics.

pascale communications healthcare pr nyc AAD denver convention

During the event, AID announced they had made a very generous donation of $50,000 to The Magic Wand Initiative, a charity created by renaissance man Rox Anderson, MD. Anderson, both a doctor and inventor, focused his creative efforts during his time at Harvard Medical School in Boston. Dr. Anderson has already devised and employed many innovations in the field of dermatology, and hopes this initiative will yield similar success.

pascale communications pr rox anderson md

The donation aims to aid the development of a diagnostic tool to more properly diagnose the condition “Cellulitis,” a commonly misdiagnosed skin infection caused by bacteria. Cellulitis is often misdiagnosed as psoriasis, another more commonly known chronic skin condition. While they have similar symptoms, their causes and treatments are vastly different.

The initiative utilizing the donation is led by Daniela Kroshinsky, MD, MPH.  Dr. Kroshinsky is an assistant professor in dermatology, Harvard Medical School, and Director of Pediatric Dermatology and Director of Inpatient Dermatology, Education and Research, at Massachusetts General Hospital and MassGeneral Hospital for Children.

PC was happy to represent both of these companies during their critical partnership, and we hope the best for their initiative and advances in dermatology!


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“Excuse me, but where is your office located?”

Apr 10, 2014
One of our offices is located in New York. Another office is in the tail end of Appalachia, a third is in Pennsylvania, and fourth is on the peninsula in New Jersey. How do we maintain so many offices? Simple; all of our offices are our homes!
My name is Patrick Brannan, and I’m the newest “office” on the tip of that peninsula. I’m a recent college graduate from Rowan University with a Bachelor’s Degree in Writing Arts, and I’ve been brought on to aid the PC Social Media team. I have a strong writing background, composing everything from broadcast radio and news to screenplays and creative nonfiction during my time at the university. You can find samples of my work on my website at 
I come from an environment where college courses are being taught online, but I never imagined a successful company like PC could be comprised of so many hard working individuals working from home! It’s quite inspiring to see how well oiled this virtual PR machine runs.
I aim to learn as much as I can about social media from PC’s SM team. The world of writing and communication has evolved tremendously since I entered college. With the ease of uploading words and pictures to the internet that anyone with a phone can access, I hope I can keep up with it all!
As PC’s functioning Social Media Intern, I am also in charge of this blog. Expect some interesting weekly news as I develop this forum!
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PC Has Two Nominations for the OWL Awards!

Mar 28, 2014


owl awards pascale communications eye care

The Ophthalmic Women Leaders annual awards nominees have been announced and voting is open! OWL is the preeminent nonprofit organization for the professional development and advancement of women in the eye care industry. Their annual OWL Awards honor those who stand out and excel in the field of eye care.

This year, Pascale Communications is proud to announce that we have two PCers who have been nominated for different OWL awards. Our fearless leader of Pascale Communications, Georgette Pascale, has been nominated for the Catalyst Award. The Catalyst Award honors an individual who has demonstrated leadership in supporting the advancement of women.   

Pascale Communications’ other OWL Award nominee is Michael Elofer, Account Executive at Pascale Communications, and he is nominated for the Rising Star Award. The Rising Star Award honors an emerging leader in the ophthalmic space.

Pascale Communications is very proud of Georgette and Michael and wish them the best of luck at the awards ceremony on April 28th. Voting is open and go to to cast your vote.

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Social Media and what it can do for private practices

Mar 20, 2014

Social media is a constantly expanding field that is always defining and redefining best practices. Pascale Communications‘ Digital Media team is comprised of Laura Wyant and Sean Locklin. Together they are constantly trying to adjust the sails to make for a smoother ride for both our public relations clients and for our own social presence.


There has been a lot of talk about what the value of social media is- the dreaded ROI discussion. While Laura and Sean were at Social Media Week 2014 they attended lectures crafted around the topic of ROI that ended with no concrete answers or steps to share as it is such a developing area of social media.

This is frustrating for businesses, large and small alike, as it is difficult to determine how much time and money to spend on your social efforts. It is also hard to determine how much new business social media really brings home at the end of the day.

Pascale Communications’ Digital team believes social media delivers in many ways:

  • Improves SEO and website ranking
  • Creates opportunities for B2B and partnerships
  • Personalizes for your company/brand; emotionally ties to your audience
  • Provides background on how you run your business (everyone loves a sneak peek)
  • Positions you, your employees and your company as industry experts
  • Creates the space for audience feedback so you can learn more about how you can shape your business model to become even more successful

What about for a private practice? All of the above apply to small business as well as companies and brands!

After performing an assessment to understand what platforms work best for your practice’s mission there are tools you can use to fine tune your social presence.

LinkedIn, for example, offers B2B potential as well as a professional audience to share your information with. The tools and analytics you can pull from LinkedIn can inform you as to what the demographics of your audience are comprised of, what content performs best and much more. Practices can inform their audiences as to what cutting edge technology they offer, what doctors and specialists are making a name for the practice, what speaking events the staff will be attending and partaking in, what recent press they have received and, of course, what accolades the practice has been awarded. There is even room for testimonials to be woven into your content planning in addition to the facts of the practice- and we all know individuals respond to emotional content the most. The professional audience on LinkedIn pays attention to the way businesses are making themselves stand out against competition. Having all of this information in one place and regularly updated is invaluable for patients to have at their fingertips.

Kevin Pho, doctor and healthcare expert, has a very compelling article on the potential benefits of doctors and practices contemplating dipping their toes into carving out a social media presence for themselves.

The digital media team at Pascale Communications is more than happy to continue the conversation or provide an assessment of your current social media efforts and can recommend a path that will help lead you to success.

If you are considering starting a social media presence for your practice and have questions please reach out to to learn more.


Contact Team New Biz Today!

Mar 5, 2014


Pascale Communications is pleased to announce introduce Team New Biz!

Being a virtual healthcare PR firm, Pascale Communications decided to whip up an email address for potential partnerships or clients interested in learning more about healthcare PR. The new address is – reach out and someone from Pascale Communications will respond to your inquiries promptly to take the next steps of our journey together!

To better serve you, please make sure you add all the proper contact information including your name, the name of the company you’re calling about, email and phone number. This way, we can get aligned and have info ready when we reach out.

Pascale Communications is a virtual healthcare PR firm with roots in NYC. We offer public relations services like medical writing, event planning, social media, marketing and consulting. Pascale Communications specializes in the pharmaceutical, medical devices, and eye care industries. Our consulting branch, PCc, caters to all clients and projects outside of the umbrella of healthcare.

People often ask, so here’s a head’s up: What it is like working in a virtual world?

Pascale Communications sends social media team to Social Media Week 2014!

Feb 28, 2014

Pascale Communications’ social media team has returned from spending the past week in New York City for Social Media Week. Located in the Chelsea neighborhood of Manhattan, Social Media Week provided an innovative conference to showcase the best of social media and best practices. Our team, Laura Wyant and Sean Locklin, were privy to lectures from leading industry experts in the field of social media and got a sneak peek of the newest anticipated trends for 2014.

Pascale Communications Social Media Team Laura Wyant and Sean Locklin

Pascale Communications Social Media Team: Laura and Sean

The exhibitions ranged from practical applications, such as creating a powerful Vine video, to exploring future discussions, such as privacy/disclosure laws in posts. However, the one main point that seemed to resonate throughout the conference was networking and engagement. Sure, humans can build the most advanced programs on our smartphones, but if we do not engage each other the technology is useless.

The social media technologies that stood out at Social Media Week 2014 were Vine, Instagram and Pinterest. According to Sean Locklin, Digital Media Associate for Pascale Communications, “I was surprised to hear that Pinterest is expected to be the best platform for business in 2014.” Moreover, after a talk by the Pinterest gurus at TailWind, annual trends, such as the Christmas season, pick up steam much earlier than one would expect and harnessing Pinterest will allow a brand/company to gain the most exposure.

SMW Pinterest Tailwind Pascale communications

SMW Pinterest lecture by Tailwind

Social Media Week provided great information for both large and small companies of all industries. According to Pascale Communications’ Manager of Digital Media Laura Wyant, “It was a great few days where I was surrounded by keen minds and intense energy. When the week wrapped I was left feeling invigorated and inspired. I can’t wait to apply my takeaways to PC’s social media planning and to our clients’ social media!”

Thank you to Social Media Week and New York City for allowing Pascale Communications to be a part of their conference. Check out the photos below to see Pascale Communications’ Social Media Team’s experience from the conference.

Second Sight Adds Facebook and Twitter

Feb 14, 2014

second sight pascale communications

Pascale Communications is happy to announce that Second Sight has recently expanded their social media presence to include Facebook and Twitter. Initially Second Sight had just a LinkedIn page that got them started on the road to social networking.  Now with the addition of Facebook and Twitter, their online presences will expand even further!

Second Sight creates and develops implantable visual prosthetics to help the visually impaired get a glimpse of the world around them.  Last year the FDA approved the ‘Argus Retinal Prosthesis System,’ which is a device that can help folks with late stage Retinitis Pigmentosa. Just last month, surgeons at the University of Michigan Kellogg Eye Center performed the first implant eye surgery.

Take a minute to peruse their website to learn more about this groundbreaking innovation in eye care. Additionally, follow and like their new social media channels on  Facebook and Twitter; Second Sight offers up excellent industry news and important company updates.

Ophthalmic Consultants of Connecticut Announces LinkedIn Expansion

Feb 13, 2014

Ophthalmic Consultants of Connecticut pascale communications

Our client, Ophthalmic Consultants of Connecticut (OCC) recently expanded their social media efforts from Facebook with Pascale Communications to include LinkedIn. OCC’s LinkedIn page will allow them to share important company news, share information about what services they offer and update about noteworthy eye care topics.

LinkedIn company pages are an important asset to businesses serious about carefully crafting their social presence. It makes the business more professional and gives more important updates than the business a normal business website. When was the last time your website was updated? It also gives extra exposure to those people hunting for the right product or services while improving your SEO.

Ophthalmic Consultants of Connecticut (OCC) is a highly qualified specialist in eye care surgery and they will help with glaucoma, cataracts, Lasik, and more. Please check out OCC’s site to found out more and be sure to follow them on LinkedIn and like them on Facebook!

Pascale Communications Welcomes Ora, Inc.

Feb 5, 2014

ora, inc. ophthalmic vision eye care ophthalmology

Pascale Communications would like to welcome our new client, Ora, Inc.! With over 30 years of experience, Ora, Inc. is an independent ophthalmic contract research organization (CRO) and product development firm. They have locations in both the United States and Japan with an experienced staff of over 100 strong.

(Related: See who Ora, Inc. is and why they stand out in the field of Opthalmology)

Their expertise helps their clients bring the molecule to the market, which is lead by a team of 6 ophthalmologists, 15 PhDs, and a global network of ophthalmic investigators. Need proof? Over the past 30 years Ora, Inc. has helped their clients achieve 30 FDA approvals!

(Related: See why Pascale Communications is the right choice in healthcare public relations)

We are very excited and pleased to have Ora, Inc. on board so that we can share our expertise in vision care and public relations with them.  Pascale Communications’ hope is that we can grow together and help advance the field of ophthalmology.

See The Ads From Super Bowl XLVIII

Feb 3, 2014

Last night was the time of the year where most of the country, besides Denver and Seattle, tune into Super Bowl XLVII to see the billion dollar cinematic dramas known as Super Bowl commercials. 2014 was another year of goofy, sad, and inspiring 30 – 60 seconds anyone could hope for.

Let’s take a moment and go through some of the Super Bowl XLVIII ads from last night. Some where great and others…not so much.

Microsoft “Empowering”

Microsoft took the opportunity to remind their captive audience how technology has helped us evolve and to show us what they’re doing to bring the future closer. They decided to make their commercial dramatic without  any trendy music or silly antics. The commercial lived up to its name and left viewers empowered.

Heinz Ketchup “Hum”

Heinz brought us a cute and silly commercial showing how people struggle with getting the ketchup out of the bottle. It started off cheesy but redeemed itself with grandma’s social faux pas. Tip: To get the ketchup out of the glass bottle, locate the ’57′ on the side and hit it instead of the bottom of the bottle.

SodaStream “Sorry, Coke and Pepsi”

This was SodaStream’s first super bowl commercial and they used it to take a shot at Coke and Pepsi. With the help of Scarlett Johansson, we saw SodaStream trying to make their commercial go viral. Famous actress: check! Large dramatic musical number: check! Cheesy dialog: check!

Audi “Doberhuahua”

Audi gave us a disappointing commercial that was the brainchild of a stoner thinking, “What would happen if’ we crossed a Doberman with a Chihuahua?” The idea was childish, the graphics were poor, and the “Doberhuahua” reminded me of the dog from The Mask when he would put it on. Audi should have gone the inspirational route this year.

Audi Super Bowl Commercial Doberhuahua


Volkswagen “Wings”

Finally a car company who succeeded in creating  a funny commercial. The music was perfect for this commercial and the subtle jokes throughout (i.e. the wing sizes in the bathroom) were well placed. It ended with a phenomena that the leprechaun on the lucky charms box is all too familiar with.

Budweiser “Puppy Love”

Budweiser is notorious for flaunting their Clydesdales in their commercials. However, this year was a little different. I was pleasantly surprised at how well Budweiser’s commercial was done. At first it was their normal cheesy horse, but as the story unfolded, it ends up being a cute heartwarming tale reminiscent of Milo and Otis. Oh yeah, did I mention they sell beer?

RadioShack “The Phone Call”

RadioShack did a great job playing on the 80′s trend that is currently taking over pop culture. The commercial was jammed packed with cameos all touting their cliche role in whatever 80′s TV/movie/icon they were from. Great choice of music and my favorite part is seeing the California Raisins dancing on the shelf while Devo and Kid ‘n’ Play take the old equipment. Where were Bill and Ted?

Coca-Cola “It’s Beautiful”

Coca-Cola reminded everyone that America is a melting pot and that we are a diverse country with many wonderful citizens. They succeeded in bringing this inspiring commercial into the homes of millions. It was dramatic, bold, and inspirational. SodaStream said what now?

Butterfinger “Big Game Commercial”

Butterfinger put out a fun 30 second commercial introducing their new product. Showing us that peanut butter and chocolate is boring and we need some added fun mixed in. Bart Simpson is still the best Butterfinger’s spokesperson, though.

Bud Light “Up For Whatever”

This commercial was like a flash mob straight out of The Hangover.  This lucky individual, Ian, is unsuspectingly taken on a wild journey courtesy of Bud Light. Cameos by Arnold Schwarzenegger, Don Cheadle, and more.

Toyota Highlander “Terry Crews and Muppets”

The Muppets and Terry Crews have joined up to bring us a joyful ride in a Toyota Highlander. Unfortnaltey, it missed the mark. Terry Crews getting upstaged by Muppets? Come on Terry, you’re great in Brooklyn Nine Nine. 

Hyundai “Dad’s Six Sense”

Great commercial- it was both heartfelt and humorous. Actually, I quite enjoyed the near ‘epic fails’ that almost happened. Perhaps this could be a new genre of web vids?

Kia “The Truth”

Like Audi, Kia tried to be silly this year and did not succeed. Since The Matrix came out in 1999 and Morpheous now has Neo’s powers, none of this seems legit. For those of you who are not movie geeks, this commercial basically the screwed up the plot of The Matrix. However, it is always cool to see Laurence Fishburne as Morpheous!


Let us know which commercial was your favorite! Don’t forget to follow Pascale Communications on Facebook, Twitter, LinkedIn, and Instagram.