Are you in the healthcare field? Do you want to find your target audience and show them how you can help improve their well-being? Well, a public relations strategy just might be the key. Your audience can find you online, but we should never assume that they will. Even with excellent SEO, you might miss out on reaching that one person who is in dire need of your services without a solid PR strategy. If your marketing strategy is missing PR, we’re here to help. To get you started, here are a few considerations as you build a robust healthcare PR strategy.
1. Identify Newsworthy ContentInformation is changing rapidly in the healthcare industry. Topics of conversation can sometimes change before you even have time to put out a story. That’s why you must stay on top of what is relevant and timely—because that’s what your audience needs to hear. Preferably, you would be the first to give them this information, allowing them to view you as a leader. Your PR team should always look for the most relevant information to share that will add value to your audience’s lives. Try to identify newsworthy and engaging content that people outside your organization either want or need to know. Make sure that all content fits the following criteria:
- Easy to understand
2. Build Relationships with the Local MediaNetworking is a powerful tool in any type of business, and the media is no exception. Your relationship with local reporters, journalists, and media outlets can skyrocket the effectiveness of your overall PR strategy. When local media professionals know you on a first-name basis and understand the value you bring to the table, they are more likely to reach out to you with questions or to work with you on stories for their outlet.
3. Become a Subject Matter ExpertYou have experience and knowledge in your healthcare specialty that others will find helpful, but you have to find a way to share it outside of your office. One way to do this is to become a subject matter expert (SME) for different channels, such as local media, social platforms, and podcasts. Once you focus on becoming a thought leader in your industry and sharing what you know with those around you, your audience will begin to look to you as their go-to resource for information on that subject. Reach out to those in the media, letting them know what you specialize in and that you are flexible and available when they have questions.
4. Submit to HARO RequestsIf you want to hit the ground running and offer advice now, you can subscribe to receive HARO emails. Each email will be a list of requests from media outlets asking for firsthand experience or thoughtful insight into particular subjects. Review the emails to see if there is an opportunity that you could contribute to and take the time to write to the journalists—submissions are usually fairly quick. When a journalist chooses your insight to feature, they will also cite you as the source and link your business, providing you with valuable backlinks that increase your SEO success.
5. Consider the Channels You Will UseYour healthcare content is only successful if you reach the intended audience. You want them to take action or learn something from your information, right? So, it’s important to consider where your target audience will be most likely to find your content. A few options are:
- Online and print healthcare publications
- Your website
- Social media
- Local or national news
- Billboards or other public displays