The public image makes up 63% of the value of most companies today. When a company is in crisis or its reputation suffers a major setback, it affects the company’s entire corporate existence and its stakeholders and it takes at least 5 to 7 years to overcome such a negative reputation. Hence, public relations has emerged as one of the best tools of communication in the past few years.
Similar to its major role in key industries such as corporate, cultural, political, education and sports, public relations has grown considerably in the healthcare industry. Organizations that wish to stay ahead of their competitors have been investing in public relations to ensure their message is clearly articulated and it reaches their target audience. A robust well-planned public relations strategy helps organizations to position themselves as thought leaders and stay on top of the ever-evolving channels of communication, including new digital technology platforms and changing public expectations.
Today public relations is no longer is a mere agent for publishing pharmaceutical information and projecting medical achievements. Rather it plays an integral role in bridging the communication gap between medical professionals, patients, medicine companies, government, statutory authorities, and the media as well.
Source of Healthcare Information
Publicizing announcements through press releases, public service announcements, or social media on information related to the developments in the healthcare industry or achievements of the healthcare organization is important as it helps to build both brand awareness and credibility, and also helps in getting a feedback from the community.
Source of Public Health Issues
With the help of public relations, an organization can easily become the major source of information on public health issues such as cancer awareness and immunizations. Bringing up these topics on nationally recognized days is a great way to announce these health topics. Apart from that, hosting events such as free health screenings, vaccinations, medicine distribution also helps the organization to reach out to the community.
Through additional programs or educational courses, organizations are able to provide health information to the community and get them directly involved in the process. This acts as a great public relations strategy, as organizations are able to spread their intended message to the public.
However, public relations cannot replace traditional advertising or digital marketing; rather it has to work in tandem with all other marketing strategies. Without integrating the strategies, stakeholders can become confused or the strategies may simply fail. For example, what good is it if there is a great advertisement in the newspaper of an organization while the newspaper has written an article on how people are unhappy with their services? Hence, it is important to bring a holistic approach to all your strategies of communication.
Apart from coordination with other departments, an experienced healthcare public relations firm can help an organization to stay on top of developing trends, alert to negative reviews, or research regulatory changes that can affect a brand’s reputation. They can serve as an organization’s spokesperson or their trusted advisor.
In order to build a brand effectively, and maintain a good reputation in the public eye, it is important for an organization to understand whom it wants to reach and develop effective strategies to communicate with them. Healthcare Public Relations firms help their clients create compact messages that resonate with their target audiences. Since multiple audiences exist within the healthcare industry, which requires different types of messages, these firms use different tones and language while sending the message to each audience.
In the crowded healthcare marketplace, standing out from the crowd is essential that can be achieved by building a brand presence that is credible and trust-worthy. Although attending networking events and exhibitions is a great way to start, but another way is through public relations.
A public relations agency can develop a customized strategic communications framework to help an organization communicate clearly and consistently through targeted media placements, innovative industry events that establish the brand as a thought leader, and attention-grabbing communications campaigns aimed at its target audience. It can also help to identify the best way to position an organization on digital platforms, including social media.
Rules and regulations in certain areas within the healthcare industry always tend to evolve and it can be difficult for organizations to keep track of all the changes and updates. A public relations agency stays on top of this and offers advice and accurate recommendations as necessary.
A trade publication or review is a powerful method to generate more business as well as to enhance the brand. When public relations firms work in tandem with the sales and marketing departments of an organization, they can lead to bigger media coverage for potential customers to see and generate demand.
Healthcare organizations are especially vulnerable to crises. A public relations agency helps to proactively plan for, train for, and be prepared to respond to any potential crisis that may arise. With the help of a public relations agency, an organization can handle any situation and communicate rapidly and effectively across many different platforms.
The most important role played by a public relations firm or a communications agency is the handling of communications and the reputations of their clients. However, other responsibilities include writing for internal publications and other materials, newsletters, and handling calls from the media.
How can we help you?
At Turiya Communications LLP, we effectively serve our clients within the healthcare industry by helping them identify the best channels to reach their audiences and tailor key messages accordingly to ensure the highest return on investment. We have created innumerable campaigns to launch new healthcare brands, developed successful public awareness programs to raise the profile of healthcare organizations and helped brands to establish their presence as thought leaders in the healthcare industry.
Get in touch with us today to learn more about how we can develop a robust public relations strategy to help your organization achieve your business goals!