Monday, December 17, 2012

Spotlight: Healthcare Law - What's that actually like?

Today I had the pleasure of speaking with Fatema Zanzi, an Associate in Healthcare Law at Drinker Biddle. I bet a lot of you are in the same situation: a lot of friends are lawyers, but like me, you don't really know exactly what they do and what a lot of the terms mean.  

I found out from Fatema that healthcare law is an area that allows for a wide-ranging practice that may not get as repetitive as some other areas of law, which is good to know if you're considering how to specialize within the legal profession.  Because you may have an organization like a hospital as a long-term client, you could end up helping the organization with all kinds of situations as a healthcare law expert, as opposed to taking on many clients with the same type of case again and again.  It allows you to develop a strong area of expertise while still keeping things interesting over the long term.

I also got to hear from Fatema about some general terms I've never totally understood such as clerkships as well as her perspective on family and women's issues that come up at large firms like hers.  
  
[I called Fatema around 8:30pm...]

FZ: I’m still at work…

ES: Is that a common occurrence?

FZ: It depends.  Some weeks are busier than others and this week was actually okay until today.  I typically take Fridays at home because I work 80% of full-time, but as of January 1, I’m going to become full time.

ES: Is that something you had planned for a while or is it just that things are getting busy?

FZ: I think things are getting busy. Plus, I am at the stage where it’s time to prove myself in order to become a partner.  So in order to achieve that goal, I kind of have to put things into high gear.

ES: It’s something you think about when you’re younger, becoming a partner, and suddenly now it’s actually almost here.  Is your husband a partner at his firm?

FZ: No, but he’s close to that stage too. He’s a year ahead of me out of law school, and he did an 18 month clerkship for a federal judge, so that changed things up for his timeline.

I’ve never understood clerkships.  
How do they work?  
Why did he decide to do one?


ES: I’ve never understood clerkships.  How do they work?  Why did he decide to do one?

FZ: It depends on the firm.  Some firms will tell you that they’ll give you credit for your clerkship year and you’ll remain on the same kind of lockstep year as every other person you started with who graduated the same year as you from law school, while other firms will say they’ll dock you a year. 

Sometimes it’s kind of loose, because they want to see whether you’ve gained the experience that you needed at the clerkship to benefit your particular practice.

My husband worked at one firm for three years, then did a clerkship, and then moved to a different firm, which is not typical.  Most people graduate from law school, then do a clerkship, then go to their law firm.

ES:  Was he really burned out after the first three years or something?  Did he just need a change?

FZ: Yeah, he was at one of the mega-firms with 1,000+ attorneys across the world, and he just got burned out and needed a new direction, and this opportunity popped up that was just what he needed.

ES: Well it’s good that he was able to do that and that it worked out for him then.

FZ: Yeah.  I don’t know if he ever told you the story, but the guy that we bought our condo from – he was actually the clerk for that same judge.  When we went in for our inspection, he was there, and we were chatting and he mentioned that his judge was looking for a clerk for the following year.  So it’s funny how that worked out. 

And then even funnier, our neighbor below us was looking for a clerkship and asked my husband if his former judge was looking for somebody, so now that particular condo has bred three clerkships.

ES:  But doing a clerkship isn’t something you were interested in doing?

FZ: No, clerkships are actually something more useful if you’re going to be a litigator.  I’m a healthcare attorney, basically a corporate and regulatory attorney who works in the healthcare industry only.  So because I’m an industry practice lawyer instead of a subject matter practice lawyer, I don’t practice real estate or patent law.  I practice in an industry, and being an industry practitioner, you really do everything for your clients. 

I do employment agreements and I deal with litigation as well, but I usually work with a litigator.  The litigator will be the expert on the procedures of the court and I’ll be the one who knows the subject matter and the client. 

It’s interesting because you really do get a broad-based experience because your clients in the healthcare industry really need you for everything under the sun that they need to run a hospital or whatever, and then you find the subject matter experts to assist you as needed, but you yourself are kind of the healthcare expert. 

So you know the regulatory scheme that these particular clients deal with.  And it’s one of the most highly regulated industries, so you kind of need to know all the various regulations that interplay, and a regular real estate lawyer won’t know the healthcare aspects of a real estate deal in healthcare.

ES: What would be the healthcare aspects of a real estate deal?

FZ: Here’s an example.  Two really significant laws in healthcare are part of the regulations around curtailing fraud and abuse in the Medicare and Medicaid programs.  One is the Anti-Kickback Statute, which basically prevents any person from offering or receiving a kickback, or some type of remuneration, for referring someone for any services or items that are covered by a federal healthcare program.

Let’s say in the real estate context, I’m a physician and I want to lease some space owned by a hospital, and I’m also on the staff of that hospital, and I refer patients to the hospital regularly.  Because of that referral relationship where I refer patients regularly, those services like lab services or whatever services I refer the patient for, they may be covered by Medicare, Medicaid, Tri-care, etc. 

There’s a financial relationship that’s being created because I’m also paying a lease payment to that hospital, so they want to make sure that you’re not receiving any kind of benefit for referring patients.  A bad scenario would be where a hospital who had a suite they were going to rent out to a physician might give it to the physician for an under-market rent because they knew that the physician was going to refer a lot of patients to them.

The Stark law is very similar, only it’s more limited to referrals for certain services and it’s only limited to Medicare and Medicaid patients, not just anything in the federal healthcare program, and it’s limited to physician referrals, not referrals by anybody or anything. 

So in my real estate example above, the lease could be with a pharmaceutical company or with a medical device company, or a vendor of healthcare supplies whose supplies are covered by the federal healthcare program.  But Stark is more limited. 

But to know those laws is so essential, and just a general real estate lawyer won’t necessarily know that it applies in a hospital/physician lease.  And so you typically need to have a healthcare lawyer who knows the nuances of what can and cannot be in that lease working with a real estate lawyer who knows the basics of real estate.

ES: So is that common, for somebody leasing space in a hospital, to even know that they need a healthcare lawyer to help guide them through that process?  Or is it the real estate lawyer who says to the client, “Look, I really need to bring in a healthcare law specialist because this is beyond what I know how to do?”

FZ: Yeah, that’s typically the case, or they don’t really service clients like that.  If they’ve done physician or hospital leases, they should know of the healthcare laws, and if they don’t, they typically bring in a healthcare lawyer.  I typically represent only hospitals, and they will typically only use lawyers who are healthcare attorneys. 

ES:  I had no idea how many hospitals were in the Chicagoland area, like thousands, and I have only really heard of the main ones and never really paid that much attention to the others but apparently there are so many.  So I guess that’s good for you because you always have a lot of business.

FZ: Right – and especially in this climate of health reform, with the Affordable Care Act and everything else that was passed in 2010 and is now being implemented, with a million regulations being drafted day in and day out, I feel like I’ll never be unemployed in this economy – unless I royally screw up I guess.

...Especially in this climate of health reform... I feel like I’ll never be unemployed in this economy – unless I royally screw up I guess.

ES: How do you stay on top of it all with everything changing so quickly?

FZ: Right –I was recently speaking with an attorney who just joined our group, fresh out of law school.  She went to Michigan and took one Intro to Healthcare Law class but doesn’t have a ton of experience.  She was just asking me about what she has to know and how she can get to know about the industry and keep up with everything. 

Literally I’m on like five or six different listserves.  I receive email alerts from various associations – I get emails daily from the American Healthcare Lawyers’ Association.  I get alerts from the BNA Health Law magazines daily.  So I subscribe to various listserves that keep me abreast of the main developments in Health Law on a daily basis. 

In the four or five different emails that I get, that pretty much covers the latest and greatest.  I also get probably four or five periodicals too.

It’s hard to keep up – sometimes you have to take a half a day and just catch up – it’s constant and you just have to keep on top of it or your clients will ask you a question and you’ll sound really dumb if you don’t know about it. 

It’s hard, but for me, the reason I went into it is because it’s so interesting and in particular, it has so many effects on the healthcare of people that interests me.  Every one of these regulations is going to affect the way we get health care indirectly or directly in this country.  So, it makes me want to keep up with it because I want to know what’s happening.

ES: What do you think about Obamacare?  How do you feel and how have your clients been reacting?

FZ: It’s kind of a mixed bag.  I think in general, they’re happy that something is happening with respect to health care reform because costs are spiraling out of control and hospitals’ profits, if they have any, are miniscule.  It’s like 2-5% - it’s so small.  Hospitals desperately need help.

For most hospitals, their most regular and/or largest payers are the government – Medicare and Medicaid.  And Medicaid has not been paying as regularly because most state budgets are totally cut and it’s really hard to get Medicaid payments on a timely basis, and a lot of services that used to be covered are not covered by Medicaid. 

And with Medicare, there are just so many changes in terms of what services are covered as well.  Obamacare is changing what is covered as well. 

The whole healthcare industry is being redesigned right now, which I think is a good thing.  In the past, the way the industry was being paid, or providers were being paid, was based on the amount and/or frequency of services provided. The shift now is going to be reimbursement based upon the quality of your service, which is a huge paradigm shift in the healthcare industry.

It requires more coordination of care amongst providers – from the physician, to the hospital, to the home health agency, to the nursing home – all of these various providers on the continuum need to coordinate care better because, guess what?  They may start getting a single payment based on that episode of care vs. various specific payments to each one of those providers that they used to get. 

They’re going to get one payment, and what they’re going to have to do is manage their costs so that payment is actually worth something to them, and I think there’s going to be more efficient and coordinated care being provided, and people are going to get dinged if they can’t provide the care with the quality outcomes that are standard in the industry.

For example, there are penalties against hospitals if you get a post-surgical infection and you’re readmitted within 30 days.  With things like that, payers are getting pretty savvy and saying, “We’re not going to pay you for that second admission because you didn’t do something right in the first admission.”

ES: Is there some workaround for that that hospitals are going to start doing to avoid that kind of penalty?  Like keep patients longer, or say the readmission is due to something unassociated with the initial admission, or something to keep them out of trouble?

FZ: What they’re actually doing is coming up with more standardized protocols based on evidence.  It’s kind of looking at medical evidence and looking at what are the best pathways and protocols and implementing those clinical protocols at your hospital, and then measuring how often you implement those protocols.

For example, taking a group of physicians and saying, “we’re going to measure how often you prescribe an antibiotic after surgery to prevent infection, and if it’s 100% of the time, you will automatically realize a reduction in your infection rate post-surgery.”

It’s kind of surprising that this doesn’t happen in the healthcare industry already, but for a long time, physicians just kind of did what they wanted to do.  They’re professionals; they’re able to determine what they want and what they don’t want for their patients.  And now, what they’re saying is “well, in order to get the best outcomes, you have to follow this protocol because it’s based on evidence and this entire hospital’s going to adopt this protocol for this type of care, and we’re all going to be measured against this protocol.”

ES: I read an article (in the New Yorker, I think) that mentioned an example of a hospital that did research and figured out they would only cover a certain brand of knee implant.  The surgeons could substitute something else if they wanted and the cost was equal to or below this certain one, but they determined that the quality of this particular implant was completely adequate and there was no reason a surgeon should increase the cost to the hospital or patient just on their own preference.  So, I feel for the physicians who are so used to doing things a certain way, but I see the need for this change.

FZ: I think the whole key when implementing these types of protocols is to get physician buy-in.  And really, it’s exciting to look at the evidence and figure out what really makes sense.  I’m sure when that hospital came up with that protocol for the knee replacement device, they tapped a whole bunch of physicians; they asked them what they liked to use for their patients and what had the best outcomes; and decided, “Okay, let’s use this.”

That way, they’re able to determine exactly what their cost is every time they do a knee replacement, or at least their spectrum of costs, and if they know that every knee replacement is between $5-6,000 for each patient, then they’re actually able to make profits off of that cost because they’re able to keep that cost at that level.

ES: It’s amazing how inefficient of an industry it is.  Maybe it’s due to the pharmaceutical manufacturers and the insurers reimbursing at nonsensical rates?

FZ:  Yeah, I think all of that’s part of it.  One of the things with Obamacare is the whole concept of an accountable care organization where physicians and hospitals basically team up and enroll these Medicare beneficiaries into this accountable care organization and they pretty much budget a fixed cost per beneficiary, and they need to manage that person’s care for that fixed cost.  It’s kind of back to the days of the HMO where you got a case rate for every patient who was part of your HMO. 

I don’t think [patients are] all looking for the Cadillac service.  They’re looking for good outcomes at a low cost so they don’t have to pay a ton of money out of pocket.

It’s basically managing care within a certain cost amount with good outcomes, and not compromising care to that patient.  Which, at the end of the day, I think is what patients want.  I don’t think they’re all looking for the Cadillac service.  They’re looking for good outcomes at a low cost so they don’t have to pay a ton of money out of pocket.

ES: It’s crazy to think of how much money is spent in the last year of life in this country.  We spend so much money keeping people alive for such a short amount of time.

FZ: Lots of times, families don’t think about these things and are suddenly put in situations like, “should we pull the plug” type of situations.  Or, should we not provide this really expensive surgery when it’s not going to have a good outcome for the 90 year old mother.

ES: What about physician-assisted suicide?  Does your practice deal with that at all?

FZ: I actually haven’t dealt with that.  We’ve definitely dealt with the persistent vegetative state issues like the Schiavo case.  I don’t really do as much in my practice with that though.

ES: It’s great that you’re in such a rich area of law where you deal with so many different types of cases and you don’t get as bored.  You mentioned the real estate example as something you deal with a lot – are there others that are somewhat routine for your or that you’ve handled several times that are interesting?

FZ: Yeah – there are a couple areas I really enjoy working in.  One is with hospital governance.  Most of my clients are hospitals.  Most people don’t know this, but most hospitals are not for profit, tax-exempt organizations that are, under state law, charitable institutions and, under federal law, exempt from tax.  So they don’t have that any shareholders. 

The hospital is a community asset.  The board of the hospital, their fiduciary duty is to the community, not to any one person to make a profit. 

So you know, you kind of deal with a lot of governance issues with respect to how hospital boards should act and how they make certain decisions.  One of the areas that I’ve worked a lot in is that hospital boards are required to grant privileges to physicians to allow them to practice at a hospital. 

Being on staff at a hospital means that you have medical staff privileges at a hospital – you have clinical privileges to perform certain services.  So I’ve done a lot of work with hospital boards and their executives as well as medical staff.  Medical staffs are kind of an interesting mix – the hospitals under hospital licensing acts as well as federal laws are required to delegate the task of credentialing a physician to become part of their medical staff.  They need to delegate that activity since most hospital boards are made up of non-physicians. 

They need to delegate that task to physicians, and so they delegate it to this body that is the medical staff.  And it’s basically all of the physicians that are appointed and have those privileges at your hospital, and they can have different categories of privileges – some physicians are very active at the hospital; other physicians are consulting physicians who come once in a while.  Some physicians are employed by the hospital; some physicians are independent have their own practice; but they are all part of the medical staff of the hospital. 

So this body has a very interesting relationship with the hospital board as well as the administration of the hospital and that can cause all sorts of strife, especially when it comes to appointing someone to the medical staff and giving them clinical privileges or suspending someone’s clinical privileges and basically telling them to leave.  It can be a big issue because if you suspend someone’s clinical privileges, that person can no longer admit or provide services to patients at that particular hospital.

I’ve worked with hospitals and their physicians to create certain documents that govern the medical staff.  Usually there’s a set of bylaws that govern the medical staff and all sorts of policies and procedures that the medical staff has to follow. 

And then I’ve also worked with them on how to deal if there’s a physician who’s performing below the standards of care or who’s a disturbance to the other physicians at the hospital, who’s harmful to the patients or shows up drunk to the E.R., who never answers his or her pages and doesn’t show up if he/she’s on call. 

There’re all sorts of issues and you end up suspending them or doing some type of corrective action with them and I work with hospitals in dealing with those types of scenarios when they have to take some type of corrective action against a physician.  So that’s definitely an area that I enjoy – that whole body of law that deals with medical staff issues.

Then in other things that I do right now, I think mergers and acquisitions are happening at a very frenetic pace because everybody’s trying align themselves with other people.  They realize that they need to cut costs because they’re not going to get paid as much, as providers.  So everyone’s just trying to affiliate with somebody else, whether it be via merger or some type of acquisition or some other type of affiliation between organizations.

Those deals are interesting because I’m mostly dealing with nonprofit boards of hospitals and how they navigate this whole system of affiliating with another not-for-profit hospital or health system, and all the things that go along with that.  It becomes interesting because oftentimes there’s a ton regulations they need to overcome. 

In Illinois for example, there’s a board you need to get approval from in order to change the ownership of a hospital.  So if you’re going to sell your hospital to another entity, you’re going to have to go through that board. 

The state attorney general has rights to review your deal because it’s community charitable assets that are being transferred, so the state attorney general has the right, under their Charitable Bureau, to oversee that.

And then there are things associated with Medicare, and being a Medicare provider, that you need to change if you’re going to change the details of yourself as a provider.

Then there’s a ton of antitrust stuff that goes along with all of that too.

ES: So there’s a lot of consolidation in the industry because they all feel they can cut costs if they join forces?

FZ: Yep, that’s what’s happening.  And not only with hospitals buying hospitals, but hospitals are also buying up physician practices left and right because many physicians don’t want to be independent anymore.  They want to be employed.  Many physicians don’t have the margins that they used to and they can’t keep up with the overhead because they’re not getting reimbursed at the rates that they used to from various payers including government payers.  So they realize that it’s probably just more efficient for them to become employed. 

And there’s interesting ways you can become employed – you can become employed directly by a hospital, or you could be employed by a hospital’s controlled subsidiary that is a medical group.  So you have a bunch of physicians that are part of this medical group that is technically controlled by the hospital, but they have some say in the governance of that medical group still, so they don’t feel like they’re completely employed quote-unquote by the hospital.

ES: I’m always a little fuzzy on those physician groups.  I always wonder if Northwestern Memorial Physician’s Group is part of the hospital…  It’s like they purposely try to make this all confusing and you get bills from like five different entities.

FZ: Yeah, they’re affiliated. 

ES: I feel like just that medical campus could keep you employed for a long time.  I don’t know – it’s confusing and all I know is that I’ve paid a lot of bills to a lot of different people.  Hopefully that’s something that Obamacare will address and make it a little clearer to the patient!

FZ: Those academic medical centers have their own nuances too, because you’re dealing with medical schools as well as the hospital, and sometimes even the university which the medical school is part of, so you have a ton of charitable/nonprofit institutions that you’re working with.  It becomes complicated.

ES: Is this area of law something you intentionally chose and thought would be interesting, or is it something you kind of fell into like the other recent grad you said just started in your group?

FZ: It’s interesting because several healthcare lawyers that I’ve spoken with thought about going into a healthcare career, whether it be a physician or other type of healthcare career.  I actually was pre-med in undergrad but was a history major and kind of kept my options open, and when I graduated, I kind of thought I had to take a couple years off and think about whether I really wanted to do medical school, because I know it’s a long haul. 

I decided to work for a consulting firm and it was in the heyday – it was in 2000, and everybody was getting these great consulting gigs.  I ended up at a firm that focused on healthcare consulting.  I worked at hospitals all around the country and we would have projects where we went into hospitals and we’d do all sorts of things to help them cut costs and manage their revenue better. 

We’d look at their entire revenue cycle and see areas where there were hiccups, where they were not efficiently collecting on their revenue, whether it be back office stuff where they were getting denials from payers because they weren’t processing their claims right, to front end stuff like when you get a patient in the door, are you registering them appropriately and getting their basic payer information.

We would help hospitals cut costs based on the way a patient was progressed through a hospital.  For example, does it take a long time, once a patient was discharged, to turn over that room to another patient?  Because every time that room sits empty, that costs the hospital money.  Does it take them four hours or one hour to get it ready for the next patient to come in? 

And not just rooms, but are they doing lab services in a timely manner?  So we would do lots of studies like that, and once we had done our assessment of the situation, we would come up with a whole bunch of recommendations and we would then sit and help them implement them.  We would basically be a counterpart to one of their managers and we would be on site to help them implement all the recommendations.  And some of these projects lasted six, seven months.  And when I was consulting, I would basically live in that city for that time.

ES: It’s interesting to hear these details because I was a consultant straight out of college, but we didn’t get staffed on site like that.  But I had friends who did, and I always wondered about more of the specifics of the projects.  And also, I remember that jobs like that would position it as offering “great travel opportunities” to undergrads who were applying to them, but the truth was that you’d be living out of a hotel in Tampa or wherever four nights a week and have no life.

FZ: Yep, pretty much.  So back to your question, the whole healthcare law thing started to seem interesting because I was dealing with a ton of regulatory issues while I was consulting, having to deal with government payers and rules and all sorts of issues that are very consulting-oriented that also had a legal overlap, so I figured I’d apply to law schools that had healthcare certificates and focused on healthcare. 

Loyola has a certificate through their Institutefor Health Law – it’s actually a pretty rigorous program in order to become a healthcare lawyer when you graduate.  You actually have taken a substantive amount of classes that can help you in your career.  The last two years, the majority of my classes were healthcare focused.

ES: Did you find that they were practical?  A lot of people I know complained that law school was too theoretical and not practical enough when it came to working at a law firm.

FZ: Yeah, a lot of them really were because they were taught by adjunct faculty who were practitioners, or faculty that were former practitioners.  So it was very practical.

One of the classes was like, here’s a fact scenario that you might get presented in real life if you were an associate at a law firm, and you had to review laws, draft a memo, and present the solutions or options to the client hospital or executive.  So we’d have to do that as a project.

I think it definitely teaches you the underlying laws that are healthcare-specific and also in healthcare, there are a ton of acronyms, so you just need to know the industry really well.

ES: That must have been really empowering coming out of school and feeling so directed as opposed to being in that kind of generalist zone.  It sounds like you had a really good experience in law school.  It seems like the more focused you get in one direction, the easier it is to get a job when you come out and the more you get out of it.

FZ: Yeah, for sure, and actually the people that were part of that Institute for Health Law, I’m still close to to this day.  They come to all the Health Law Bar events and I go to a lot of the Loyola Institute for Health Law events, and we’ve kept a close alumni connection afterwards. 

And every time they have a person who’s going to graduate form that program, we get an email from the program director with two or three resumes of people we should consider hiring for our group.  So in the past couple years, we’ve taken a couple people from that program.  In a lot of ways, it really does help.  And I kind of know what we’re getting when we get someone from that program.

ES: So it’s a really nice pipeline for your firm and for the graduates as well.  It’s so unique for people coming out of school to have that kind of strong connection already, to feel like you actually have a really good chance of getting a job in the field you want.

When we last spoke, we talked a little about being a woman in your field.  Is there anything you want to share about that?

I think it’s definitely still a very male-dominated industry.  I don’t know for sure, but I bet it’s around 10-20% of law firm partners that are female.

FZ: Yeah, sure.  I think it’s definitely still a very male-dominated industry.  I don’t know for sure, but I bet it’s around 10-20% of law firm partners that are female.  It’s so interesting because if you look at statistics of graduates from law school, you’ll see it’s pretty much 50/50 male/female, or even more females than males graduating. 

But it’s such a triangle because if they join a law firm and once they progress in their careers, most of those females leave law firm practice and go into other areas and you have a very small percentage of females getting to the partnership ranks of a law firm.  It’s definitely an issue that we deal with on a daily basis.

In fact, it’s kind of interesting that we’re talking this week because just this week, our firm’s women’s committee – the committee that is supposed to bring women’s issues to the firm’s management – had a meeting within our subgroup to talk about our maternity leave, or parental leave, policies, and our alternative work schedule policies. 

We wanted to come up with something that was inviting and fair to both men and women when it comes to parental leave, when they have children, and how to celebrate that process and also when they come back how to help them transition back into the practice. 

Hopefully there’s going to be a shift as more females join the ranks of management at law firms, which is still very hard to do because it’s just a numbers game – there just aren’t as many females to join the ranks because not as many females last to that level.

ES: Is it just that women don’t like the grind and the hours, especially after they’ve had kids, or what is it that causes the drop in numbers?

FZ: I think it’s a number of factors – one is that the lifestyle is demanding and you have to be available to your clients in this world 24/7, and you have to produce at a law firm in order to profit the law firm, so you have to be able to go out and get clients and you have to do projects and keep yourself relevant, and that’s a lot to balance when you have children.  It’s very hard for you as a part-time lawyer in a law firm to move up the ranks quickly. 

As with any other profession, in order to become better at this profession, you need to get a lot of experience and do a lot of different projects, and have that visibility amongst clients to be someone that they want to hire to do their legal work.  So, in order to have that visibility, to learn and get all those experiences, you just have to be available and being a part-time lawyer doesn’t really work in this type of service industry when your clients really need you full-time.

So, I don’t do shift work.  I’m on the clock all the time, and for the most part my firm is reasonable so I’m not working late nights all the time and I’m not working weekends all the time.  There are some exceptions to that rule.  That’s my firm.  There are other large firms out there, especially the New York law firms, where you work weekends and nights and that’s typical.  So, that’s not the case thankfully in my particular practice in my law firm but in many large law firms where partners are making a million plus a year, that is definitely required that you work that many hours and that you work all the time. 

So that’s just the nature of the beast in a way and women I think naturally just feel like they don’t want to put themselves or their families through that, so they decide to opt into other legal professions like in-house or other types of legal consulting work, or joining a smaller law firm that is more flexible with their time, or putting up their own shingle and becoming independent lawyers.  Or get out of the practice of law generally. 

I think there is a high burn-out rate in the profession overall because it is so demanding, especially in the big law firm world, but for women it becomes a matter of, “do I want to go home and spend time with my family this weekend or do I want to write this brief or memo for a client, or be available to travel to a client site on a dime?”  For many women, it’s just not worth it.

I’ve been able to make it work because thankfully in the healthcare industry, you’re dealing with a different breed of professionals.   You’re dealing with charitable organizations and I think they handle things differently.  You’re not asked to stay up through the night or work on a weekend for my clients.  Of course there are emergencies once in a while, but it’s not all the time.

And also, it’s an issue of role models.  If you don’t see role models ahead of you on the path, it’s hard to get to that point.

ES: I totally feel you on that issue, because that’s how I felt at the consulting firm I worked at right after college.  All the partners were men, and truthfully I wasn’t incredibly passionate about what I was doing, but that combined with not seeing an easy path to advancement made it impossible for me to keep going.  If you don’t have a tremendous amount of talent and passion for what you’re doing, I think it’s virtually impossible to make your way up the ladder without role models to light the path and mentor you.

FZ: I agree, and that’s exactly the case here.  I think there are a lot of women lawyers of my age who are trying to change that, because we feel it but we also hear from our clients that they want a diverse team and are demanding that – not only female vs. male, but also diversity in ethnicity and color etc. 

We also hear from our clients that they want a diverse team and are demanding that – not only female vs. male, but also diversity in ethnicity and color etc. 

And so one of the things that a lot of law firms are struggling with and trying to become better at is promoting and retaining that talent and figuring out the cause of them leaving.  It’s a minority issue too.  There just aren’t as many minorities in the upper ranks either.  It’s a huge issue – I don’t see a woman there, so what’s my role here?

Given the service industry that we have, what can we do to retain talent and make work life more reasonable and balanced for everybody?  Because our generation’s males are much more family-oriented and want that work-life balance more than our fathers did.  I don’t think it’s necessarily a female issue, but just a work/life issue for everybody.

ES: Yeah, and not just when it comes to paternity leave.  You’re right, men are becoming more family-oriented, and also are being looked to for more of the childcare and household needs too.  Women of our generation expect their husbands and partners to take on more work at home and with the family, so they also need more flexibility from the office to do that.  Women do still do more than men in that area, but compared to our parents’ generation, it’s way more balanced. 

For my husband, and for me too, it was unthinkable that he wouldn’t take at least a week off when our son was born.  I really needed him there, and he wanted to be there.  And fortunately his firm has a flexible policy and he was home for close to two weeks (while still doing work remotely.)  But I know he felt a little uncomfortable with it even though technically it was allowed, and also he’s told me about other guys he works with who were back right away after their kids were born.

FZ: In our firm, men are entitled to twelve weeks just like females are for parental leave.  And the male never takes the full twelve weeks, and just the fact that that happens is wrong.  Our view of that concept needs to change.  We’re starting with the females.

Interestingly, maybe the reason males in management are pushing this agenda with the parental leave or family leave, and more flexible work arrangements, is because their own daughters are facing these issues, some of them lawyers at big law firms.  So they’re seeing, “wow, my daughters are dealing with this at their firms, so maybe we have these issues at our firm.”

...Maybe the reason males in management are pushing this agenda with the parental leave or family leave is because their own daughters are facing these issues, some of them lawyers at big law firms.  

ES: Right, or maybe their daughters are giving them a hard time about it and pushing them to treat their coworkers fairly on this issue.  Daughters can exert really strong pressure on their fathers.

FZ: Maybe in ten years, after some of these things do change, there will be more females who decide to stay at their firms and become partners.

ES: Even if men don’t take the full amount, just making the symbolic statement of offering them the full twelve weeks of leave is a strong thing.

FZ: And the other policy statement we’re pushing for is that taking those twelve weeks, essentially a quarter of a year, for parental leave won’t affect your movement through the ranks.  For a female who goes on leave and is only there for 75% of a year, that won’t impact her career progression.  The training in the management ranks to let management know that that’s how we’re now looking at things is important. 

And the same goes for alternative work schedules.  At first when my son was born, I was only in the office three days a week and worked from home a half day, so I worked 3 ½ days.  Then I increased to 80% and now I’m increasing to 100%, but I’m going to try to still work from home one day (with nanny coverage that day.)  I want to be at home as much as possible..

ES: Well, it can take a while to change cultural norms but it sounds like you’re headed in the right direction.  Before we wrap up, I had one more question: what do you think the most important qualities are to excel in your job?

FZ: Hmm.  That’s interesting.  I mean, I think the typical “lawyer” qualities of being diligent, meticulous, attention to detail type of person is important in any law career in general because that’s what you pay your lawyer to do – to look at the details!  So I think that’s kind of a given.

In this particular healthcare practice, you really need to have somebody who is compassionate, because you’re working with a different type of industry.  You’re dealing with people for the most part that take care of people. I feel very personally invested in all of my clients because I know that I’m helping them achieve their goals, which are very noble.  And those goals are being able to care for people and make sure that they’re giving a high quality of service.  They pride themselves on that, and I want to enable them to pride themselves on that.  So, I feel like you need to be compassionate enough to work with these mostly charitable organizations.

What differentiates one lawyer from another is the level of service you provide, and if you feel like you can trust them and get ahold of them and get their service in a timely and efficient manner. 

I think service is a really important thing – this is a service industry after all.  Being able to provide timely, efficient, and responsive client service is vital.  That’s becoming more and more important in the legal industry because there are a ton of lawyers and everybody pretty much knows the law. 

What differentiates one lawyer from another is the level of service you provide, and if you feel like you can trust them and get ahold of them and get their service in a timely and efficient manner. 

ES: Well Fatema, you’ve provided so much thorough information about working in healthcare law as a woman.  Thanks so much for speaking with us today!

Thursday, December 6, 2012

Spotlight: Sports & Entertainment Marketing - How They Make Stars Look "Just Like Us", and More!

Tanya Silverstein, Burns Entertainment and Sports Marketing


I recently sat down with Tanya Silverstein, Vice President of Entertainment Partnerships at Burns Entertainment and Sports Marketing.  You know when you see a celebrity photo where that celebrity is using a branded product of some sort?  That's her job.  She makes that happen, from facilitating the pairing of the celebrity with the brand to hiring the photographer and getting the magazines to print the photo.  

I was so fascinated to hear more details about this process, as well as about how she got into this highly competitive field and what it took to advance to her position.  Read on to learn more about the ins and outs of entertainment/sports marketing, from what those luxury gifting suites are really trying to do, what "influencer marketing" means, and how someone like Michael Strahan ends up getting photographed holding ten 7-Eleven coffee cups.

ES: Hi Tanya!  Why don’t you tell me your title and a little about what you do?

TS: My title is Vice President of Entertainment Partnerships.  I work at Burns Entertainment and SportsMarketing.  We’ve been around for almost 43 years now, and we are one of the premier talent negotiating/entertainment marketing companies in the business.  Most of what we’re known for is hiring celebrity experts on behalf of corporations and brands. 

So the same way a talent or celebrity would have an agent, we are the agent for corporations.  A corporation would come to us and say, “We want someone who fits X, Y, and Z qualifications.  We have this much budget.  These are the services we want.  This is the target demographic we want to reach out to.”  We bring them a list of people and negotiate on their behalf and act in their best interest in the negotiation process. 

Mostly what we’re known for is talent negotiations, which we do on a global scale, but we also have a Speakers department, a Music Licensing department, an Estate licensing department, an International department, and within the Endorsement department, there’s a Public Relations department who does PR campaigns and an Advertising department that does ad campaigns. 

In addition to working in talent negotiation, I also run an integrated marketing and influencer marketing department, so I run all of our celebrity gifting.  When a brand wants to bring a product to market and they want to mail it to a bunch of celebrities, or they want to be reactive because they see that someone carries a product in their purse and they want to say, “Thank you for carrying our product in your purse, and here’s more of it,” or they want to be backstage at the Emmy’s, that’s something that my department arranges for them.

ES: Wow, that’s a lot of information.  There are so many things I want to talk about.  Have you always been in this particular area within the company or have you held any other roles?

TS: I’ve been at Burns now for the past 5 years.  Before that, I lived in New York and worked at what is now MSL Group and before that, I was at Ketchum Entertainment Marketing which is now KetchumSports Entertainment.  I was working both on the PR side doing brand “pitch & place” as well as talent negotiations and a little bit of gifting, but a lot of entertainment PR.  But for the past 5 years, I’ve been doing what I’m doing now at Burns.  I took a lot of my PR background to bring it to Burns and work with the PR agencies. 

ES: So, when you see something in the fashion part of US Weekly and it’s like, “Katie Holmes has been seen carrying Burt’s Bees lip balm,” is that what you’re involved with?

TS: Yes.  Maybe 50% of those are true, and probably 75% of those are paid for.  So if you see a picture of Denise Richards putting cat litter into her trunk in the parking lot, that cat litter company paid her to do that.

ES: Wait, I thought the stars were just like us!

TS: Exactly.  There was a photo the other day in US Weekly I think of Michael Strahan carrying those Obama/Biden cups from7-Eleven.  I don’t know if you saw it. 

ES: I did see that actually, and I specifically noticed it because I remarked to myself, “what a bipartisan group of friends or employees he must have,” given he had an equal distribution of red and blue cups in the carrier.  It actually seemed staged simply because it was so implausible to me that he would have that many Republican friends, but the fact is I noticed it and thought about it, and now we’re talking about it so I guess it was money well spent by 7-11!

TS: Well, that was a paid placement.  7-Eleven or their PR agency or someone, somewhere down the line called a photographer and said, “take this picture” and then they pitched it to the magazines.

ES: So, they paid Michael Strahan to get the coffee, and then arranged with this photographer to take a photo at a specific time?

TS: It’s called a setup shot.  Whoever reads this will be disappointed to know that so many of these things really aren’t true.

ES: I think we all know that deep down…

TS: It makes you very cynical working in this industry.

ES: Well this is great because I think we all know that this happens, but I’m curious about the actual mechanics of how it happens.  And of course you don’t have to get specific about dollar amounts, but any information on this is enlightening.

TS: Sure – people can get paid anywhere from $1,000 to $20,000+ for a photo depending on who they are and what they’re doing.  It can be something as simple as someone wearing a certain type of blue jeans walking down the street, and the magazine saying “so and so’s wearing this brand.”  Or a purse, or a watch.  It can be as simple as that, or it could be like Michael Strahan carrying coffee cups.

ES: There were a lot of coffee cups in that picture.  And they were perfectly divided between red and blue.  I mean, come on.  So are you always combing through magazines keeping track of these mentions so that you can stay on top of what’s going on?

TS: Well, part of my job, and sometimes it can become redundant unfortunately, is to read a lot of the gossip blogs and the weeklies, literally with a highlighter, and highlight paid placements so that we can put it in our database that this person was paid by this product or company. 

Then, let’s say for example that Starbucks calls us and they want Michael Strahan, this way we can say, “by the way, do you know that in November 2012, he did this for 7-Eleven coffee?”  And they might say, “Oh that’s no problem,” but this way they know.  That’s one reason clients come to us – because we have a lot of this information and we keep track of it.

In addition to going through that, we also put if someone’s seen on a shoot – if someone’s done a commercial, been named a spokesperson, has an ailment.  I think Brooke Burke announced today that she has thyroid cancer.  I think she put it on a YouTube video today in the afternoon sometime.  It’s  a pretty big deal, so the first thing we do is go through our system to see what pharmaceutical companies we work with, to see, would they be interested in this news?  We reach out to them and say, “did you know XYZ was happening?  This was just announced.”  

ES: So how does your day to day job go?  Do you know you have to do certain things every day at a certain time, or certain magazines come out on a certain day etc.?

TS: Well in New York, the magazines hit store shelves on Wednesdays, but in Chicago we don’t usually get them until Fridays, and sometimes depending on the mail, we won’t get them until Monday.  So sometimes we’re a little bit delayed but if we’re looking for something specific that we know is going to hit because we have a placement in it, we’ll call people in New York or L.A. and say, “can you pick up this magazine for us?”

ES: So usually you need your hands on it quickly if you’re looking for something specific that you organized, but the combing through to fill in your database isn’t as time-sensitive?

TS: Yeah, and 99% of what’s in the magazine is going to be online.

ES: Do you know if certain features are or aren’t online so it would be worth more to get featured in a certain part of the magazine that would also get covered online, or not really?

TS: Not really.

ES: So what’s your day like?

TS: I usually get into the office around 8/8:15 and I think unfortunately, or fortunately depending on how you look at it, the outcome of our job is a lot more interesting than doing the job itself.  Of course that’s the case for a lot of jobs.  It’s different every day.  It depends on who’s doing what. 

Right now I’m working a lot with overseas, so I might have a call with Europe first thing in the morning, or with Africa first thing in the morning, or at night – tonight I had a call at 7:30 with Singapore on a project.  Most people are really considerate of time zones.  Sometimes they’ll take late nights and sometimes we’ll take late nights. 

Very rarely will you have a call in the middle of the night but I was on one project with teams in Africa and Asia so we did have to do a middle of the night call.  So if I have international calls, I’ll do those first if it makes the most sense. 

Then any research we’re working on, any contracts that have to get out that day, any emails that came in overnight from overseas – I’ll deal with all that stuff.  It always changes, but most of my day is taken up doing New York calls in the morning and L.A. calls in the afternoon. 

ES: What are you working on overseas?

TS: The same things.  We don’t do a lot of gifting overseas because the traditions and cultures are just different, but there’s definitely a lot of international talent negotiations.  Burns does a lot for Unilever.  South Africa is my market and I do a lot of the South African local talent, as well as international talent. 

Depending on what it is, sometimes there’s an agency that says, “We want this person” and then we go out and get them, or sometimes they’ll say, “This is the type of person we want.  Find us a local person.”  And then we have people in local markets around the world who will help us source those people. 

Personally, I couldn’t tell you who the celebrities are in the Philippines, but we have a person in Asia who is very familiar with all of the Asian markets and can just pick that out, just like we can do in the US or in the UK. 

ES: So you have consultants around the world who can help you with that type of request and handle those negotiations?

TS: Depending on who the person is, and depending on the program, and whether the contract is written in English or not…  If the contract is written in English, then usually we’ll do it out of Chicago, but if the contract is written in the native language, then usually our consultant will write it and we’ll assist them in the negotiations.  Sometimes it’s a partner company, sometimes it’s a freelancer.  It depends where they are.

ES:  So you’re engaged in getting these athletes or celebrities to do all kinds of different things from the photo placements to being spokesperson and attending events or speaking on behalf of these companies?

TS:  Yes.

ES: So is it ever the case where an athlete or celebrity might not work out as well as you would have hoped?

TS: I think it can be the case that you might not get the results that you’d want, but I think that’s part of the vetting process, part of having a good agency to make sure that whoever you’re contracting will fit within your needs.  Not every single program’s goal is to get media, and not every program’s goal is to raise awareness.  So long as the talent is reaching that specific goal, no matter what it might be, then I think it’s a successful program. 

Sometimes clients may be disappointed, and unfortunately there are some times that we do tell the client, “you know what, maybe you should think about X, Y, and Z because this person can be very difficult to work with,” or their lawyer’s going to be very difficult to work with, and then they miss all their deadlines because the lawyer is, in fact, very difficult to work with but the client wouldn’t listen to us.

Part of the reason why companies hire us is because we do have that insight.  What makes us different than our competitors is that we do have excellent customer service and we understand our clients and look at them as partners. 

At the end of the day, we’re not going to make or break our business, and I’m not going to make or break my year, on one job.  I mean, it could be a fabulous job and it could truly make your year, but this business is relationship based, and we need to make sure that we have a great relationship and are able to get a referral from someone and they come back to us for their next job.

ES: I think that’s true for just about any business.  It’s so important.  Now, thinking about the gifting aspect of your job, what is your goal?  Like, when you’re part of a gifting suite for an awards show or something…  You hear about celebrities going into these gifting suites where they can just grab anything.  Are they just giving it to their friends or housekeepers, or…


TS: Sometimes.  I mean, I think that you need to make it appealing to the talent.  You’re not going to win over big if you don’t have the right packaging.  And when I say packaging, I don’t mean what your actual package of your product looks like.  I mean your display, the people presenting it, the way it’s presented. 

It’s what I was saying before.  You can have a gifting suite where, entering in, your goal doesn’t always have to be publicity.  Your goal can literally just be awareness of a new product.  Or, it can be 100% publicity.  Totally depends on what your expectation is out of the lounge or out of the gift. 

Maybe you don’t care if it gets printed up in a magazine.  Now, it’s always a bonus to be able to get both, I think, for anyone.  But there are a lot of brands that have the awareness, that don’t need the awareness, that are totally okay with not having the media and just making sure that they have that touchpoint of putting it in that person’s hands.  Or maybe they do just want that photo.

Next week is the American Music Awards.  They’re doing a big gifting suite backstage, and it’s going to be open during rehearsals, it’s going to be top-of-the-line people.  You’re going to have all of the presenters and performers that are going to be back there. 

Depending on what it is, you might say, I just want to get a picture with the celebrity, and as that person, hypothetically, let’s say Taylor Swift, walks through the lounge and picks something up from each of those places, maybe the goal for the particular company backstage is to improve their social media.  So, they’ll take a picture and put it up on Twitter or Instagram or whatever they have, Pinterest even, and say, “Look – Taylor Swift is with our blah blah blah.”  That’s all they wanted.  They don’t care if it’s in US Weekly because if US Weekly picks it up, that’s great, but for them they needed social media and needed something to interact with their fans. 

Now, for something else, they don’t need social media, they’d much rather get that one hit in Us Weekly or People or whatever, and they’d much rather have that photo with the caption, “Taylor Swift is backstage at the AMAs taste-testing blah blah cookie, or whatever.”

ES: How is it determined what that goal really is?  And is that something you guys help develop or is it the kind of thing where the marketing department of that brand comes to you and is very specific about what they need?

TS:  It varies brand to brand.  And it’s a little bit of both.  Sometimes we’ll work with a company that says, “We’re not really sure what we want to do.  We have $30,000.  Tell us what we can spend it on most effectively.”  And we’ll come up with what they can do to spend the budget.  And some campaigns cost $5,000 and some cost $1 million. 

Sometimes it’s the end of the year and the brands have a “use it or lose it” attitude.  If a brand has a little bit more money and there’s a way for them to make a little more of an impact, and that way they can guarantee that that money is still there for them next year…  On the other hand, they could just use it for advertising. 

Also, there are a lot of terms out there like “hard dollars” and “soft dollars” and “above the line” and “below the line”, and different companies measure them differently.  I do know that “Working dollars” refers to something that you can define and is very quantitative, like, “I can put this print ad in this magazine and it’s going to be seen by this many people and based on statistics, my coupon is going to be redeemed a certain percentage.” 

“Non-working dollars” is stuff like gifting, PR and influencer marketing.  There’s no guarantee that it’s going to go in the media, it’s more risky, and harder to measure but you can potentially get more bang for your buck. 

Companies put a lot of formulas around it, and every company measures it differently.

ES: It sounds like “Working Dollars” is more conventional marketing and it’s more expensive but there’s an almost guaranteed “payoff”, while “Non-working Dollars” is the less expensive, new media stuff that’s not guaranteed but costs less.  I guess you have to get really creative with the way you stage a photo so that it’s more likely to get that big pickup.

TS: You’ve got to work with good agencies.  That’s why we work with PR agencies and creative agencies.  Sometimes our job at Burns is to execute the whole thing soup to nuts, and sometimes our job is just the celebrity component and the PR agency organizes everything. 

We would never execute a PR campaign – that’s not what we do – but when it comes to a staged photo, that is what we do.  So sometimes we will place the whole thing, soup to nuts, or sometimes we’ll just hire the celebrity and the PR agency, or Social Media agency, or whatever agency is doing the hiring that we’re working with, will do the placement, will hire the photographer, will do everything else.

ES:  What’s the time frame for the staged photos?  Do you make all the arrangements within like a week, or do these things sometimes take months to organize?

TS: It’s within a week.  You work with the photographer, and every single magazine has different dates that they close certain pages on.  Hypothetically, one of the magazines might close all of their photos on a Friday because they print on Saturday. 

They close certain pages on certain days, the book closes on Monday, they go to print Tuesday, and then they come out on Wednesday, which is what most do.  But Features close earlier than your “Seen and Heard” columns.  Those you can usually get in last minute, but it also depends on how good your placement actually is. 

ES:  Sometimes you see the same photo in Life & Style, and Us Weekly, and People.  Is that like your dream, to get into all of those with your placement?

TS: Yes.  I mean, for a company that’s doing a staged photo, absolutely that’s the best.

ES: As a reader, it’s annoying, but of course it’s drilled into your mind and that’s what the advertiser wants.  From what I’ve heard, sports/entertainment marketing is a such a tough field to get into.  Is it something you targeted and worked for throughout your career or did it kind of just happen for you?

TS: I just ended up doing it.  I knew I wanted to work in entertainment marketing and when I worked in PR, I put a lot of my focus on the entertainment side of it.  It’s all about relationships and I think it’s like that in any business.  It’s all being in the right place at the right time and finding the right connections, networking, meeting the right people and staying in touch with them.  You don’t have to be friends with everyone, but in the entertainment world, everyone knows everyone.  As big as it is, it can feel small that way like a lot of industries.  You can’t ever escape that everyone knows everyone.

ES:  So when you’re trying to reach out to a celebrity for the first time, how is it known who their “people” are?  How do you reach them?

TS: I think you just know, or you ask someone that you work with in the industry.  We have a lot of that information in our database.   There’s also a lot of websites that have the information on them that you can buy subscriptions to.  For the most part, it’s creating relationships with the agents and managers and they’ll tell you who they represent.  They tell you who you can reach out to them for.  It’s also just knowing who’s out there and the other companies that are out there.  You create a rolodex over your years of working.

ES:  So when you hear that Brook Burke has cancer, you know who her agent is and reach out to them?

TS:  Well, her manager – I don’t know if she has an agent but she has a manager – I actually did a deal with her for Suave Body last year or two years ago, and you just become friendly with people.  I called her rep out of the blue and identified myself, and since Burns has a lot of respect in the industry and we’re a major buyer, the agents and reps want to work with us.  We represent a lot of different brands and companies and if maybe their client doesn’t work for one of our programs, they might work for a different one.  It’s all based on relationship and power in mass buying.

ES:  Do you find that celebrities are pretty open to doing all this stuff or are they ever wary of “selling out”?  I mean, the reality stars certainly seem open to anything but some more serious actors might turn up their noses at getting paid for photos I would think.

TS: It depends on the person.  Some people don’t like to do it at all, and we know that, unless it’s the absolute perfect program.  Some people are notoriously difficult to work with and we also know that.  And some people are really wonderful to work with and will work on products and programs that they really believe in.  And some people will just work on whatever to stay relevant and make the money.

Without going into specifics, over the years, I think there’s a lot of brands who’ve made poor choices in the talent that they’ve used, but I think there’s a lot of brands who’ve made excellent choices in talent.  It just goes back to what your goal is.  If you could get the same job done with someone who’s half the price and have a bigger reach, is that more efficient than getting that huge name, paying them double, and not having them do as much work?  It really depends on the brand and what it is. 

When you’re looking at advertising, advertising is very solid, and someone’s appeal in-store when they’re walking past a counter, or flipping through a magazine, is going to be very different from watching someone on the news.  Just because someone is the right target for your brand, and is the right name for your brand in-store, doesn’t mean that the media is going to care about them.  It depends on, is it a PR program, is there a charity involved, does it have a call to action?

We’re working with Rachael Ray and Ziploc right now.  It’s a perfect fit because she uses Ziploc, she’s been a huge Ziploc fan for years, and it just makes sense.  She’s an iconic brand, Ziploc is an iconic brand, and it makes sense that she would use the product.  What doesn’t make sense is when you have a supermodel selling a vacuum.  Do you really think that person is vacuuming their house?  Probably not.              

ES: I don’t know that you’re involved with this so much, but sometimes you’ll see a celebrity going to a restaurant or club…  Do you get involved with that at all?

TS:  We do appearances.  We’ll hire celebrities to walk a red carpet or to attend an event or a store opening or something along those lines.  Not everyone’s paid.  Usually a couple of them are paid and then everyone else follows.  You wonder when you’re looking at the photos, are these people really friends or are they just posing for a photo?  Sometimes celebrities literally meet 5 minutes before that photo is taken and then you see them partying and dancing on a dance floor.

ES:  I’m always pretty suspicious of that.  Sometimes it just seems so fake.

TS: But you still look at it, and you still know which clubs they’re going to, which means whoever put them there is doing their job.

ES: It’s such a huge business now because of the Internet and all the weekly magazines.

TS: The Internet made it so much harder for the weeklies to do their job, because they used to be the one stop shop for getting content out there, and now on the Internet something can get out immediately.  And a lot of the weeklies are competing against their own online publications. 

ES: And I guess they don’t want to publish a photo in the print edition that might be old news already from being online.  I really don’t care though.  I’m constantly scavenging for a recent Us Weekly or People at the gym or as I leave the airplane.  I feel like it’s a major score if I get a relatively current copy that’s lightly used.

TS: It really does keep consumerism alive.  People can say what they want about consumerism, but it keeps a lot of people in jobs, it keeps a lot of magazines on shelves, and it makes the world go round.

ES: It reminds me of processed food that way.  Not necessarily good for us, but it’s a major pillar of our economy and it employs a lot of people on so many levels.

TS: I think about all the people I work with, at all the different agencies, at all the corporations, and then you have to think about all the plants…  I just work with the marketing and business development teams, and then they have their packaging people, and their bosses, and their bosses’ bosses.  Across the board, there are hundreds and thousands of people relying on a shampoo bottle going out and selling.

ES: That makes it even more crazy when there’s a flop – it’s like, how did this happen?  It’s gone through a hundred different people.  How did this thing end up getting made that doesn’t work or breaks?  There are committee decisions getting made and the best product doesn’t always get executed.  I worked in marketing consulting right out of college and it was really easy to see how ideas get watered down during the research phase if a focus group doesn’t like something.

TS: And sometimes it comes down to cost – something might cost two cents extra to improve, but two cents over millions of bottles is a whole lot of money.

ES: Can you think of any funny/weird matches of products and celebrities?  Like you said, supermodel and vacuum – anything that’s rubbed you strangely?

TS: Well, I’m sure there’s something I could think of but I don’t necessarily want to call out some of my fellow marketers.  But without doing that, I think there truly needs to be a lot of thought put into what you were saying before about, how does it go through so many people and still be such a bad idea?  How can you put millions and millions into a Superbowl ad and still have it suck?  You need to qualify your choices and make sure that whatever your goal is, it’s reached.

For example, a lot of people might have thought that Charlie Sheen, or Jennifer Lopez, and Fiat – I mean, do they really drive Fiats?  But people know that ad, it got a ton of awareness, it broke into the market when Fiat was trying to drive awareness in the US.  And that was their goal.  They reached their goal. 

So whether it sold any cars because Jennifer Lopez was in the ad or not, I have no idea.  I didn’t do the spot.  But they brought it to market and people were talking about it.  And if that was their goal, which I’m assuming it was, they reached it.  So whether people think it was the right choice or not, who knows?  But they were talking about it.

ES: Right – because ads like the Clydesdales, I don’t know how much beer they sell, but you kind of say “that’s so cute” and then forget about them until next year.  Then some ads are so bad or weird that you actually notice them, and that’s probably better even though they aren’t as pleasant. 

Also, the Superbowl’s one thing because it’s live and most people don’t pre-record it to watch later, but at this point so much of TV is watched on DVR with people skipping commercials that a commercial has to be really special to stop someone in their tracks and make them watch. 

TS: And that’s why they’re spending a lot more money to do stuff in-store, a lot more in print or online and also in influencer marketing or PR.  Everything’s becoming much more of a 360 program because you can’t get away from it. 

You’ll also see a lot of commercials during FEPs, or Full Episode Players, when you’re watching TV online.  You have those thirty seconds that you can’t skip.   A lot of brands are putting ads there.  It’s cheaper than TV advertising.

ES: Right – it may not reach as many people, but the people that it does reach are specifically targeted and they can’t get away from it.

TS: They know exactly the target that’s going online to watch The Office or Ellen episodes, and you know those people are actively going online to do it, not just flipping through channels.

ES: You mentioned the term “influencer marketing.”  Does that just refer to celebrities being involved with the product?

TS:  It can mean a lot of different things to different people.  I use it to mean non-traditional marketing, so it would be the gifting, the setup shots, even an event, public relations, where you’re directing your outreach specifically to the influencer and then it trickles down to the consumer like a domino effect. 

Rather than consumer marketing, where you’re specifically using an ad to target you and me, I’d be using my product or my execution to target a celebrity, and the celebrity will then target you and me.

ES: You’ve touched on this a lot already, but what type of person could excel in this type of job?  You’ve mentioned how relationship-driven it is, but what other traits are important?

TS: You can’t be star struck, because at the end of the day, you’re not there to meet the celebrity.  Everyone will ask “who have you met?” – it’s the first question I get asked all the time.  But “the talent” are people, and they’re working, and it’s their job so the first thing is you can’t be stars truck.  You can get excited, because of course you get excited when you go to these things, but you have to realize that the celebrities and the talent are just doing their job.  They have a job to do; they’re in the public eye. 

You have to be really organized.  You have to be strategic.  You have to be creative.  You have to think ten steps further than anyone else because as we’ve been saying, it’s a cynical world, and if the consumer can see through it, then it’s probably not a good idea.

You need to understand demographics outside of your own.  At one moment I could be working on a candy product targeted at 16-25 year olds, and the next I could be working on a haircare brand targeted towards a 40 year old man, and the next minute I could be working on a pharmaceutical product for the elderly.  So you need to understand the marketplace and the demographics and be able to put yourself in any of those situations and not just think about yourself and what you would like to see.

I think it’s common sense, but also it’s knowledge of the industry.  As people, we may be aware of our generation, then what your parents like, and maybe what your younger siblings like.  But there are a lot of things I’m still learning about the Disney and Nick crowd. 

And then our interns will come in and we’ll mention someone like Phylicia Rashad, and they’ll be like, “who?”  And we’re like, “really?!”  It’s such a common name for someone in their 30s and 40s to know, but for someone who’s in their 20s straight out of college and has never seen the Cosby Show ever, they won’t recognize it.  So I think it’s really also important to know what you don’t know.

At work, they’ll talk about sports day in and day out and I’ll just have a blank look on my face.  That’s not my forte, but I know it’s not my forte.  That’s why other people are hired.  But when they talk about celebrities or television, I can tell you what the episode was, or what the person was wearing.  Everyone has their own strengths, and you need a good team to combine all those strengths.

ES: On that note, I think it’s time for us to wrap up.  Thanks so much for so much enlightening information about the Sports/Entertainment marketing world and what really goes into your job.  I’m sure we’ll all look a little differently now at all that celebrity “news” – but that won’t stop me from reading it.