How We Create Successful PR Campaigns For The Healthcare Industry
Healthcare is one of the USA’s fastest-growing and most competitive industries. Investing in PR helps healthcare organizations maximize reach and influence, keeping competition at bay. With the right strategies, you can attract potential customers, build rapport with current customers, and cultivate industry authority and respect.
That said, the ever-evolving healthcare and media landscapes make it difficult to determine how to create successful PR campaigns. This article serves as a guide on how to develop successful healthcare PR campaigns. We uncover how our experts do it to help you hit the ground running.
Begin by understanding your client’s needs to create a campaign goal. Simply put, a campaign goal is a broad idea of what the client would like to happen. It could be anything from generating product and brand awareness to generating interest in their medical offerings.
Your PR goals should be specific, leaving no room for ambiguity or different interpretations. They should also be measurable and time-bound.
Check out how we helped Torrance Memorial Medical Center have a smooth merger and generate buzz for its newly acquired home health and hospice agency. The goal was to increase brand awareness and generate inquiries. Within one year, our campaign generated more than three million impressions and a lot of buzz for third-party endorsements and referrals.
High-quality, actionable content is king when it comes to successful PR campaigns. Quality content answers your audience’s questions, helps develop relationships, increases brand awareness, and builds trust. Most importantly, it establishes your healthcare brand as an authority in the industry.
To create high-quality healthcare content, you must have a PR content strategy. A content strategy prevents you from bombarding your audience with information they don’t need.
Social media platforms amplify PR campaigns to reach new audiences and existing customers. They also provide a perfect opportunity to interact with your target audience.
For example, our successful healthcare campaign earned Genomic Life 619,000 social media followers, bringing impressive organic engagement on LinkedIn and Instagram.
Here’s how to leverage social media for healthcare campaigns:
- Interact with your audience: Respond to their medical queries and share authoritative content to establish your brand as a thought leader.
- Engage influencers: Build relationships and collaborate with influencers to get positive exposure for your brand.
- Leverage user-generated content: Ask patients to post about their positive experiences with your brand or healthcare service. Use these experiences as testimonials and endorsements for your brand.
Today’s digital landscape requires all businesses to have a strong digital presence. You can increase your campaign’s reach by using different digital channels like a website, video, and chatbots.
A website is particularly pivotal to the success of modern-day PR campaigns. It serves as a go-to source for all information about your healthcare business. It also showcases your brand’s mission, services, and expertise.
You can make the most of digital PR channels by:
- Implementing SEO best practices: SEO practices like including relevant keywords in titles and subheadings and optimizing images help increase organic campaign visibility.
- Keeping your content fresh: Fresh and timely content keeps users engaged. Post about current health issues, tips for self-care, and new services you offer.
- Creating videos or podcasts: These will help to portray your brand’s story engagingly. You can also use video conferencing tools to have educational panels with healthcare experts and influencers.
Networking helps build contacts and mutually beneficial relationships with people from all industries, including industry leaders, peers, and influencers. Since healthcare providers serve people from all sectors, you can never have too many contacts.
The good thing about networking is that you get what you put in. The more you add value to your contacts, the more they will think of you when they have something to give in return. Journalists and influencers, for instance, can help secure your brand’s coverage and amplify your PR messages.
Press releases are an excellent tool for spreading newsworthy information about your healthcare organization. Crafting compelling press releases can help you reach a wide audience with key messaging and create interest in your company’s offerings.
Having a distribution team for your press releases ensures they are published on relevant digital and traditional platforms. In turn, your press releases get more views, increasing the number of patients who see them and become new customers.
Analyzing campaign performance helps you determine where your PR efforts stand and what to do to improve them. Analyzing campaign performance also helps you allocate resources more effectively in future campaigns to maximize reach.
You can measure your campaign’s performance by tracking the following metrics:
- Sales stats
- Social media reach
- Brand mentions
- Media impressions
- Website traffic
- Social shares
- PR keyword rankings
Well-executed PR campaigns help your healthcare brand build awareness, drive more traffic to your website, and increase patient engagement.
Do you need to lift your healthcare brand in the marketplace? The Hoyt Organization is an experienced PR agency that’ll help you create successful PR campaigns for your healthcare business. We have the know-how needed to develop excellent healthcare PR campaigns that resonate with your customers. Contact us today