Innovative PR Strategies for the Healthcare Industry: Beyond the Press Release

Advancements in healthcare technology are transforming the industry at a rapid pace. Providers are grapling with how to leverage AI to better study predictive analytics and develop personalized treatment plans. Recent adoption of telemedicine and virtual care require innovative ways to protect client medical information. One possiblity is the use of blockchains to be in compliance with HIPPA. 3D printing is being used to create personalized prosthetics and implants for patients. The speed at which these technologies become available, can lead to missed opportunities to connect with existing and potential clients, drive awareness and adoption of the services, and build and maintain brand presence and reputation.

Rolling out a traditional PR strategy isn’t enough anymore. The way that customers engage with brands has evolved, and so healthcare PR strategies must evolve too.

In this article, you will learn why traditional PR tactics alone are not sufficient to support your practice’s growth and visibility in the market. You will also gain insights into what PR activities work, and how to utilize them to rise above your competition.

Why Traditional PR Tactics Fall Short in Healthcare

Traditional PR consisted of regularly writing and distributing press releases to print and broadcast media outlets, building relationships with journalists and editors, and actively seeking newsjacking opportunities to leverage a brand.

With the explosion of social media as a communication channel, media publications branching out into the digital space, and influencers gaining credibility as trusted informers of decision-making, traditional PR has had to evolve to incorporate these new landscapes into strategies and executions.

The healthcare industry in particular has had to reshape its approach to marketing and PR, being an industry so reliant on building client relationships and trust. Now, they have to connect more directly with target audiences. This means engaging with audiences where they spend the most time – Facebook, TikTok, X, and other social media channels.

Only sending a press release to a few newspaper and magazine journalists means your practice is only reaching a small portion of your target audience. That is, if the journalist even chooses to publish your content.

The bulk of your potential clients are consuming bite-size, engaging, educational, and informative pieces of content in carefully curated social media posts. They’re listening to soundbites on podcasts, and being “entertained” by hyper-localized and unique, but relevant, content that captures and holds their attention.

Innovative Approaches to Healthcare Public Relations

It’s clear that healthcare practices have to think far more innovatively and develop PR strategies that include broader digital platforms, as well as the traditional PR channels.

So here are four innovative public relations tactics to elevate awareness, build trust, and win more clients:

1. Craft A Clear And Consistent Message

When communicating information to your audience, the message needs to be clear, consistent, and simple across all channels – whether it’s social media, a radio interview, an educational article shared with a news and lifestyle publication, or using an influencer to communicate and amplify the message.

2. Know Your Target Audience, Where And How They Consume Information

Before you even launch your practice, you should have identified who your target audience is, their information playgrounds (where they spend time-consuming content), and their communication style.

This gives you the ability to communicate with them in their style and tone of voice so that they resonate with your brand.

3. Localize And Engage With Your Community

Healthcare practices will more than likely get the bulk of their clients from their local communities. So it’s important to engage with your community as often as possible. This could mean anything from hosting health and wellness workshops to being present at relevant events, or ensuring that you are sharing content with community publications.

4. Use Influencers To Amplify Your Presence

Social media influencers are the golden geese of getting your healthcare practice’s message out to the correct target audience. They can help build your credibility and grow trust in your brand within your audience.

This is because they can have an incredibly powerful impact on perception and decision-making within their follower community. If an influencer says your practice is the best for dentistry, then their 100,000-strong followership will trust them and believe it.

Do ensure, however, that you work with the right influencers. You want to collaborate with people that match your brand’s message and goals.

Case Studies: Creative Healthcare PR Strategies

Here are some case studies highlighting effective healthcare PR strategies:

Physician-Owned Organization Raises Awareness Locally

With the help of THO, South Bay Independent Physicians Medical Group, Inc., (SBIP) developed a monthly newsletter, planned a series of annual healthcare symposiums, and developed a comprehensive media relations campaign to boost its visibility within their local area.

Awareness For Mental Health And Addiction Treatment Center

THO secured PR coverage for a family of treatment centers through “real-time” news topics and supported local events and partnerships.

Read the full case study here.

Communication Of New Service Line Added To Medical Center’s Offering

When the Torrance Memorial Medical Center Center acquired a home health and hospice agency, THO crafted a two-pronged media relations and integrated marketing plan to communicate the merger and ensure it was seamless.

Final Thoughts

PR isn’t what it used to be – it’s so much more. And it offers the opportunity to reach a broader target audience with more innovative PR strategies and unique approaches to healthcare communications that can help your practice stand out from the crowd.

If you’re looking for help with your PR strategy, get in touch with our team at The Hoyt Organization today.