Four Modern PR Tactics for Healthcare Organizations

Since the invention of the printing press, the speed with which technology has stimulated innovation and disruption has only increased. Today, if healthcare public relations professionals want to create successful campaigns, more than ever they have to be up-to-date with best practices and tailor strategies and tactics to companies’ needs.

To help on that front, here are four PR strategies you should be using to help generate awareness for your brand and build stronger relationships with your customers:

Communicate your “why.” Social media has given everyone with a smartphone or an internet connection a voice. That has made it harder for brands to control narratives and fully deliver on their corporate promises. In other words, authenticity plays an enormous role in starting and maintaining genuine conversations with clients and followers. A natural interaction is the first step to building a strong relationship.

Collaborate with influencers. “Word of mouth, press coverage and endorsements, have long relied on one effective marketing tactic: third-party credibility.” Numerous studies have proven that friends’ and colleagues’ endorsements heavily influence buying decisions. Partnering with individuals and organizations that have cultivated large and loyal audiences is an efficient way to reach specific audiences with quality content.

Create content, not ads. Working together with influencers can be a good idea not only for their reach, but also because of their quality content. Interesting, engaging material – be it moving stories from employees or clients; funny tweets; adventurous videos – adds value to followers and improves chances of amplification. Healthcare companies need to understand what drives their audience, what their tastes and preferences are. It is also important to relay key messages across different types of materials. “Tools like sponsored posts and native advertising allow brands to create rich user-specific content that tells a relevant story rather than a repetitive promotion or sales pitch.”

Give traditional press exclusivity. With the rise of self-publishing platforms and social media, traditional news enterprises have more competition than ever. For them to stay relevant, they must have exclusive content. That is why a tailored pitch that meets the outlet’s coverage with a specific angle, and has not been passed on to any other player, highly increases chances of success. “Your brand has many layers. Find the right outlets to tell each aspect of your brand story to.”

Does your healthcare organization use these modern PR tactics? What PR tactics have you found to be most effective? Let us know!

If you’re in healthcare, insurance, technology or other professional services industries, and need help with a PR, marketing or social media campaign, contact Scott Public Relations.

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