On the Path Productions -- Health Info-entials in Action

SAN FRANCISCO, CA, Jun 30 (MARKET WIRE) --
Health Info-entials(TM), a term coined by Edelman Public Relations, is
the word du jour for communication and social media professionals, but
for Christopher Springmann, experiencing the active synergy of interested
parties and information technology beats new buzzwords any day.

"The San Francisco Chronicle ran a very flattering story on our Life Love
& Health daily show on Monday morning," said Springmann, Executive
Producer of On The Path Productions LLC, a San Francisco health media
company. "Yet, a Google alert about the article hit my inbox before the
paper hit the porch, while multiple Twitters about the piece found me
first at Starbucks. That's amazing."

Edelman defines health info-entials as people who are involved in health
issues and who gather and share information about health.

"I just returned from a marketing conference, 'HealthCare New Media,'"
said Springmann, "and the word there was 'brand convergence.' That's the
ability to virally reinforce the brand through these enormous
self-feeding, self-perpetuating social media loops."

In a story called "On the Path Productions -- Radio Health Spot Packs In
Tips," Chronicle reporters Justin Berton and Sabina Vrhnjak described how
Springmann, after many years as a photographer and journalist, saw the
power of reaching under-served socioeconomic groups with concise,
information-rich programming on critical health issues. "The show may be
short, but it tries to pack in a wealth of information by inviting
physicians, nurse practitioners and even patients to discuss the disease
process, from the recognition of symptoms to getting a correct diagnosis
to exploring treatment options and outcomes," Berton and Vrhnjak wrote
about Life Love & Health's 90-second format.

When asked about the effectiveness of communicating meaningful content in
one-and-a-half minutes, Springmann provided two examples. In the first, he
described rattling a jar of kidney stones at the microphone to help
listeners empathize with the discomfort of a foreign body in a sensitive
place. In the second example, he talked about a listener who was motivated
to have a colonoscopy when she noticed rectal bleeding the day after
hearing an LLH show about colon-rectal cancer. Her doctors discovered and
removed a forest of precancerous polyps.

The article also quoted Joanne Buckley, Executive Director of the National
Association of Medical Communicators, and Steve Heilig, Director of Public
Health and Education for the San Francisco Medical Society.

Buckley described how traditional media outlets are squeezing health
stories out of the picture as they downsize their news operations, and how
she sees a cottage industry of health media outlets on the rise. "It's
difficult to measure how many are out there," she told the Chronicle, "but
I take a call every day from someone who wants to learn how to do it."

Heilig said that, with so many new players in the field, his biggest
concern is about accuracy of information. He always urges listeners to
check out the sponsors and underwriters of any given broadcast, and he
expressed his confidence that LLH provides valid health data.

Life Love & Health has been on the air and on the web since 2003, but
Springmann also spoke about an expanded format launched last summer on
HealthRadio.net. This hour-long program (not including commercial time,
news and station ID), is available in four 11-minute, stand-alone
segments. "Most people listen to the radio on their own time, or on the
Internet, or in their cars," he observed. "They don't listen as long as
they used to." And as a health info-ential, Springmann hopes to make the
most efficient use of his audience's limited ear time.

To read the San Francisco Chronicle article, go to
http://www.sfgate.com/cgi-bin/article.cgi?f=/c/a/2009/06/28/DDJT17796M.DTL.

About On the Path Productions

On The Path Productions LLC (OPP), founded by radio personality and
motivational speaker Christopher Springmann, produces popular radio
broadcasts including Life Love & Health and Body Language as well as
custom webcasts and house-branded newsmagazines, focused on health and
lifestyle issues. Sponsored and underwritten by leading brands, trade
associations, foundations and healthcare organizations, OPP's 1000+ radio
shows have reached millions of consumers, opinion leaders, policy makers
and healthcare influencers via satellite radio, public radio affiliates
and major retail in-store radio; New Media distribution including
HealthRadio.net; plus the Voice of America and American Forces Network.
For more information about On the Path Productions, visit
http://www.onthepathproductions.com/.

Contact
Christopher Springmann
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