Healthcare is one of fastest-growing global industries – from pharmaceutical and medical device companies to health plans and hospitals. The nature of healthcare – dynamic, competitive and highly-regulated, necessitates effective public relations; understanding where a brand needs to be and how to get there, navigating new forms of communication, digital technology platforms and managing consumer expectations.
Public relations is an investment in the brand and the visibility of a healthcare organisation. The industry will inevitably continue to progress, which is why PR is essential to the success of a brand seeking growth and recognition.
PR is unique in its ability to nurture, nourish and protect a company’s reputation, credibility and brand recognition. Bottom line – healthcare public relations helps an organisation foster a clear voice in the industry and position it as a respected advisor in the field.
Progressive public relations, while always firmly focused on relationship-building, now expands beyond the traditional standard media release to encompass tactics such as content creation, social media, SEO, crisis and issues management and more. As an offset, PR can reach significantly larger audiences and engage them for longer durations. And while healthcare companies are striving to reach consumers, providers, payers, business decision makers or public policy makers, it is also essential they find new and innovative ways to increase engagement, connection and above all, trust.
The level of trust in a brand influences the way consumers and companies engage and do business
The level of trust in a brand influences the way consumers and companies engage and do business. Given the nature of the healthcare industry, many people are working with less information than they need or being asked to make decisions about which they feel unprepared or unqualified to make on their own. Potential customers must feel confident that they are making the right decision – whether it is for themselves, a family member or their company. This confidence stems primarily from trust.
PR helps a brand become a trusted industry voice through the creation of valuable, engaging and educational content; blogs, articles, case studies and more. Social media sharing has also established itself as a trusted source of information that customers see as credible and therefore will utilise to inform their decisions.
A successful PR campaign will see a company take an integrated approach to their public relations, while leveraging the components of trust to raise brand awareness, foster good relationships and implement desired actions.