Are you a healthcare company looking to find ways to deliver effective medical education and generate demand with your target audience? This may be the first time you have ever felt the need, or perhaps, you have been down this road before with little or no success.
Either way, if you’re new to healthcare PR, or just looking to shift things in a new direction from the last, we’re here to help!
Here are three simple-yet-effective ways to prepare to launch a successful healthcare PR campaign in 2020 and beyond.
1. Know your audience
When it comes to understanding your audience, these three questions can provide you with a great start: Where do they live? Where do they get their media from (online, print, radio,etc.)? What are their interests? This will help in developing the right message that appeals specifically to them.
As it pertains to healthcare PR, there is no “one size fits all” approach. At Pascāle, we have the complete know-how when it comes to connecting clients with target audiences, from local consumers, to global healthcare providers, and anywhere in between.
Take, for example, a new medical device that has recently launched for lung cancer treatment, catered specifically to smokers or those with lung cancer. The manufacturer wishes to sell this device to a region of the United States, directly to pulmonologists, and not to consumers. These are all important characteristics that help define that company’s target audience.
Whether you have already come to the conclusion that this is your audience/or are looking for ways to be more precise, we can get you there!
2. Understand the landscape of media and outlets in your industry
A successful healthcare PR campaign requires the right platform to broadcast your message. Just like the aforementioned audience example, you want to familiarize yourself with relevant news outlets that your target audience is likely to read.
When looking for target media and outlets, ideally you want to find publications that specialize in the type of information you have to offer and reach the specific audiences you want to address. Depending on the message you wish to convey, you could focus solely on publications relating to clinical content specific to pulmonology (per the example above) or even add a secondary category like medical technology or healthcare business.
3. Tailored messaging to your audience
When trying to reach multiple audiences with your product or service, the way you convey your messaging can have a huge impact on your success. Messaging targeted towards doctors may be different than that of consumers, and vice versa. Either way, there may be different ways to position your story, keeping in mind that messaging will need to correspond with your respective audiences.
For example, one would pitch a more technical, clinically-focused story highlighting data and patient outcomes to publications whose primary audience is physicians. This is a great fit, as doctors are likely to be seeking specific content about how the device works in practice and how it can help their patients.
On the other hand, when targeting more general healthcare technology-focused outlets, a story on how the device is an innovator or a game-changer from a technology standpoint would be more appropriate.
Get in touch with Pascāle today
When you need an effective healthcare PR strategy, turn to the public relations experts at Pascāle Communications. Why stress over learning how to build a public relations campaign from scratch when you can let experienced PR experts handle it for you?
To learn more about the public relations and digital marketing services we offer, visit our Services page. On the other hand, if you’re ready to get started on a fully-customized public relations plan for your healthcare company, contact us to schedule your appointment or call us directly at (412) 526-1756.