A Healthcare PR agency will guide healthcare professionals how to grow their business. Influencer marketing is a rapidly growing discipline that relies on social media and blogs to gain huge audiences and make marketing campaigns more effective.
The local newspaper might draw some attention, but not as much as businesses that craft marketing strategies that reach a wider audience.
To help you get the most out of healthcare PR, here is our ultimate guide.
- You can measure the success of your healthcare public relations campaign
- Get PR coverage by creating the right content
- There are a variety of ways to reach relevant audiences with your content
- Getting in touch with the right people
- Assessing and measuring the effectiveness of your healthcare PR strategy
Our article outlines five actionable tips for healthcare marketing teams and executives.
1. Make a decision
Defining your healthcare PR strategy’s objectives is essential before you take any further action. This will help you stay focused throughout the campaign as well as keep track of what you’ve accomplished. PR can be used for a variety of purposes, whether it’s to increase sales or to improve brand awareness.
Use SMART goals to keep yourself on track. SMART goals are defined by the Professional Academy as:
- S: Specific – Exactly what do you hope to accomplish?
- M: Measurable – Can this goal be quantified?
- A: Achievable – Are you capable of reaching your goal?
- R: Realistic – will your resources allow you to accomplish this?
- T: Timebound – What is the timeframe?
An example of how healthcare PR might work would be to increase sales by 8% within the next three months.
If you plan to manage the campaign in-house or with an outside agency, you must thoroughly understand what you hope to accomplish with your healthcare public relations campaign.
The next step is to decide what your announcement will be and who will be interested in it once you have specific KPIs in mind.
It’s unlikely you’ll make the front cover of New Scientist if you’re creating your very first healthcare PR campaign (it’s possible, but not likely). If your idea is truly groundbreaking, it will garner the attention of the world right from the start – unless, of course, it is so unmistakably innovative that it will gain global attention right away.
2. Produce engaging content
There is a saying that says ‘content is king.’ Content provides the foundation for your online business. Can you give your audience some kind of value through the information you provide for them? Will they walk away feeling they have been benefited by what you have shared?
This type of content is known as compelling content in the marketing world. Content that sells is what we call it.
Consider this – you are reading this post on the blog of an agency that provides healthcare organizations with public relations services. It’s likely you will reach out to us if you find this article helpful. A compelling piece of content has that power.
People shouldn’t just love content the moment they see it. Content shouldn’t just be thrown together as soon as they see it. It should stick with them. According to a survey by Digital Authority Partners, 70% of consumers would rather read articles about a company than watch ads (one of the main reasons why we are all about content marketing and not display advertising).
One company that develops a health monitor, for example, might suggest that you keep track of your heart rate. Your app might be one of those benefits.
The content, however, should not be viewed as a sales pitch. A staggering 71% of buyers/readers claim that misleading content turns them off. It’s not about your profits, it’s about your customers.
According to 71% of buyers/readers, content they perceive as a sales pitch causes them to turn away. You should create content that focuses on the customer and not on profits.
Having quality content shared with friends, coworkers, and family allows it to be shared with their own circles, and so on. Media outlets and other businesses will be more interested in your content if it demonstrates a high level of engagement with a specific reader.