A vision for advanced health care – with patient-centered and near instantaneous delivery of care – is a feature of many sci-fi movies. With vast inefficiencies and skyrocketing costs, along with the deepening strain of health care workforce shortages, providers and payers are turning to technology to solve complex problems.
Marketing executives in advanced health care technology platform companies are seeking to gain ground by positioning their solutions’ differentiation against competitors, the status quo solution and, in some cases, a current paradigm altogether. Public relations can serve as a powerful mechanism of reach and influence within the marketing mix. However, it can be tricky to continually derive high levels of value without the correct approach.
In no other segment of the media are there more complex narratives and specificity in language – and amateur approaches show up fast in their ineffectiveness. For differentiators to resonate, the approach and technology narrative must rise to the level of advanced audiences and have a relevant and compelling news hook. When it does, the benefits to marketing are immediately definable in leads and credibility.
When thinking through a health care PR campaign, what should marketing executives know? What misconceptions are wasting their time?
While there are many nuances to health care PR, here are three approaches to help elevate your ROI:
1) Warm up the media
Plan on a program that requires “warming up” targeted media. Health care technology platforms are red-hot right now. Funding continues to pour into these innovative companies, and, as a result, it creates a competitive environment for coverage. Meaningfully earned media attention is going to require iterative approaches to targeted media over a period of weeks. The concepts need to be top-notch to break through the noise, and the PR team needs to be highly proactive to convert opportunities.
2) The right mix is important
Don’t put all the eggs in the press release basket. Press releases are an important mechanism, but the coverage they provide is less and less valuable when compared to one-on-one outreach and thought leadership strategies. Few news releases are going to be able to really capture nuanced differentiators that may be transformative, but hard to instantly understand. Look at exclusivity strategies for complex news, and pair it with a complimentary thought leadership push.
3) Custom build your targets
Let the experts decipher the top tier in the health care trade media – it’s more complex than most marketers assume. There are Tier 1s that target providers or payers, and there are Tier 1s that target providers and payers. Some outlets that were once at the top of the game have been surpassed by other outlets. There are some old classics that have less reach yet provide meaningful resonance with a spot-on audience. There are also mega-technology trades that have impactful health care segments. All media lists should be custom-built and aligned. Set assumptions aside to unlock the opportunity.
Today’s new technologies are overcoming some of the most powerful barriers to early detection, wellness and population health. As artificial intelligence, machine learning and advanced automation move through numerous applications, we are seeing health care transform at a rapid clip. Public relations can help marketers reach key decision-makers and offer the opportunity to deeply and more thoroughly communicate the benefits of a highly complex application. PR needs to be part of an aggressive marketing strategy to win over categories and drive customers. That said, the method of execution matters in PR, in terms of the ability to deliver returns. Creating a strategy that is paired with fine-tuned tactics is central to creating successful, long-term outcomes.
Our team is deeply experienced in leveraging PR to help innovation companies own their category. Get in touch to request a briefing today to learn more about how we can create major coverage to advance your new platform.