Specialized coaching for the physicians, executives and spokespeople who face interviews where patient trust is on the line. When a treatment outcome or a clinical trial becomes a news story, you have seconds to protect your organization's reputation.
Healthcare media training prepares physicians, hospital spokespeople and health executives to speak clearly to reporters, regulators and the public. Jess Todtfeld, a former ABC, NBC and FOX producer, coaches on camera using de-identified or fictional scenarios to protect patient privacy. Media training typically ranges from $1,000 to $15,000 per engagement, depending on group size and scope.
Updated
The stakes in healthcare
Healthcare organizations operate at the intersection of medicine, regulation and public trust. A single misstatement to the media can affect patient safety perceptions, regulatory relationships and stock price.
Your executives and clinical leaders speak on behalf of patients and families who depend on your care. Every word matters.
Jess teaches a framework called the Sound Bite Quote System: a quotable answer in 30 seconds or less. Here is one answer, edited the way a producer or writer edits it.
Reporter“Your product was recalled last month. Why should anyone trust you now?”
Well, I think it’s important to understand that, you know, we take these things very seriously, and what I would say is that, at the end of the day, we found the problem ourselves, and, frankly, we fixed it in nine days, and going forward we are, sort of, committed to making sure that every customer hears it from us first.
We found the problem ourselves. We fixed it in nine days. Every customer hears it from us first.
Illustrative teaching example, not a client.
In a session you do this with your own answers, on camera, with Jess producing.
Get a quick quote
From ramble to quotable
61words
21 secondsTake 1
18words
7 secondsTake 2
For a physician or hospital spokesperson, the short version is the one a reporter can quote accurately.
What executives and clinical leaders in healthcare are asked, usually without warning.
Drug approvals, clinical trial results and safety warnings attract intense media attention. Regulators are watching how you communicate.
A HIPAA violation makes headlines. Your response needs to reassure patients, satisfy regulators and maintain trust in your security posture.
Explaining trial results to journalists who lack medical background requires precision without losing the story. One misstatement can derail patient confidence.
C-suite leaders often face unscripted interviews on patient outcomes, pandemic response and clinical innovation. Hospital leadership must be articulate and authoritative under pressure.
A patient safety incident or adverse event becomes news. Your CEO must respond with transparency and reassurance in the first 24 hours.
Your pharmaceutical company wins FDA approval. Journalists want to know efficacy, pricing and how quickly patients can access treatment.
A major network wants to profile your hospital's new research or treatment innovation. Your clinical leader must explain complex medicine in compelling, accessible terms.
Your organization is testifying before Congress or regulators. Your testimony is prepared, but media will be waiting outside.
Practical from minute one. Every tool is tested against real scenarios your team will actually face.
Navigate medical complexity in plain language while maintaining credibility with clinical and lay audiences.
Stay on message during FDA announcements, safety updates and clinical trial disclosures without over-promising.
Respond with speed and empathy when incidents occur, protecting your organization while respecting patient concerns.
Turn clinical trial results, outcomes data and health equity initiatives into stories journalists can tell.
Prepare your full roster, from CMO to medical directors, so every voice that speaks for your organization is polished, on message and camera ready.
Communicate the benefits and safe use of treatments, devices or pharmaceuticals without creating liability, in language patients and providers understand.
We start with your specific situation: the interview, the audience, the risk, the message. Nothing is generic.
Jess's Sound Bite Quote System gives leaders a repeatable framework for structuring any answer under any conditions.
Real exercises with hostile questions, off-topic pivots and camera situations that mirror what your leaders will face. Every run is recorded for playback.
Every participant leaves with personalized talking points and tools they can use immediately.
See it in action
In about 2 minutes, see what happens in a media training program built for physicians, hospital leaders and healthcare spokespeople.
The companion program
Physicians and hospital leaders present far more often than they give interviews. One rule drives most of the coaching. Begin with the most important number, data point or idea, rather than building up to it. Sessions are recorded, and the playback is where physicians finally see what the audience sees.
The audience runs from medical students to senior attendings. The talk has to stay rigorous for the experts and accessible for the learners.
Fifteen minutes to present two years of work. Structure and delivery are what get research cited, discussed and remembered.
A room of physicians required to attend but not required to pay attention. The talk has to compete with email and fatigue.
Two very different rooms with the same requirement: plain language and real empathy.
“Jess is a terrific trainer who works hard to create a positive learning experience that is both challenging and safe at the same time. He’s a fast thinker who presents challenges tailored to the client. He’s genuine, caring and professional in his approach to work. If I could check all seven boxes to describe his attributes and my experience of working with him, I would.”
“The entire session was very helpful, I will definitely stay in touch. You all did a great job!”
Case study
Five senior physicians in Los Angeles brought Jess in to prepare for a conference where journalists would be in the audience. They then added a second day for presentation training. Together they converted dense clinical jargon into stories and analogies. That made their research accessible to any listener, without dumbing it down.
Case study
Alyson Dutch, a publicist with more than 30 years of experience at Brown & Dutch PR, hired Jess Todtfeld to media train five doctors before a national campaign for 1MD Nutrition.
The doctors learned to open with one shared lead-in line, hold to two or three core messages and practice on camera with immediate playback, so the message survived a live camera.
Jess holds a 5.0 Google rating and dozens of public LinkedIn recommendations, backed by 90+ named client results across industries. Read our 5.0 Google reviews (opens in a new tab) LinkedIn recommendations (opens in a new tab) 90+ client results
The same program, rebuilt around the questions your field gets asked.
Yes. Healthcare media training is built around patient privacy from the start. Practice exercises use de-identified or fictional scenarios, and spokespeople learn how to discuss outcomes, incidents and clinical questions on camera without disclosing protected health information or speculating beyond what your legal and compliance teams have approved.
Yes. Translating clinical language into plain, quotable English is a core skill in these sessions. Physicians practice explaining trial results, treatment risks and safety updates in recorded exercises, then review the footage. Most see a dramatic improvement in clarity and confidence within a single session.
Media training typically ranges from $1,000 to $15,000 per engagement depending on group size and scope. A focused session for one spokesperson sits at the lower end, while multi-day team workshops with recorded practice sit higher.
Every session is led by Jess Todtfeld, founder of Success in Media. Jess spent 13 years as a television producer at ABC, NBC and FOX, and holds the Guinness World Record for the most media interviews given in 24 hours: 112 interviews completed, 96 officially certified. He has trained physicians, hospital executives and healthcare spokespeople for more than two decades.
Yes. They are two separate programs and healthcare clients frequently book both. Media training prepares clinicians and executives for reporters and cameras. Presentation training prepares them for grand rounds, medical conferences, CME lectures, patient education and board presentations. Many groups run media training on one day and presentation training on the next.
Yes. This is the most requested presentation format in healthcare. Physicians practice structuring the talk around clinical significance rather than the chronology of the study, using analogy and story to make data memorable, and handling peer questions with authority. Every run is recorded so the physician can watch the playback and see exactly where the room disengaged.
Yes. Group presentation training for departments, residency programs and medical practices is one of the most popular formats, and each participant receives individualized feedback on a recorded run. Training can happen on site at your institution, at our studio, or in a virtual session.
Lead with it. Most healthcare presentations save the most important number or finding for the end, and that buries the one thing the room actually needs to act on. We coach physicians and healthcare leaders to open with the finding that matters most, then build the case for it with story and analogy.
Your next interview matters. Let’s make sure your leaders are ready for it.
Personal reply from Jess’s team within one business day. Prefer the phone? Call (646) 233-1424.