Implementing an Integrated Marketing and PR Strategy for Healthcare Brands
Are you a healthcare marketer looking to modernize your public relations strategy and take your content marketing game to the next level? Are you hearing a lot about how you need public relations, content marketing, social media engagement and connections with healthcare influencers, in order to grow?
Today’s healthcare landscape is dynamic and rapidly changing. Shifting federal and state policy mandates, new care delivery models, the informed patient, downward pressures to reduce costs, and the promise of technology to better connect care and treat disease proactively are creating a unique inflection point unlike anything we’ve seen. At the same time, our core healthcare stakeholders are changing the way they seek, consume and share information.
Employing a strong integrated marketing and PR strategy can be a key move to reach the next level.
Earned, shared and owned strategies all intersect and magnify each other. The difficulty remains in the million moving parts to this strategic approach. Integrated marketing and PR agencies know how to create, produce, promote and leverage a great story so you can move your healthcare brand past the infancy stages into a connected company. At this critical juncture, you can’t afford to miss out on what integrated agencies have to offer.
Social media is viewed as the second most effective digital marketing tactic for customer retention purposes, behind only email.
Some hear “social media” and think only of Facebook, Twitter and maybe LinkedIn. While tweeting a few times a day on industry topics or posting daily on Facebook and LinkedIn is a viable and inexpensive way of getting messages out there, social media opportunities can extend well beyond these channels without breaking the bank.
Cambridge BioMarketing launched a social media campaign around International Rare Disease Day that targeted advocates, caregivers and the general public via social media netting 1.4M+ total impressions. Read the case study to learn more.
In particular, emerging healthcare businesses and brands have a distinct advantage when it comes to social media promotion. Why? Because active social media users love talking about what’s new. Perhaps it’s the most promising new treatment for a rare disease, or a new virtual assistant to make physicians’ documentation easier. Healthcare social media provides a powerful means of connecting with your brand’s customers, patients and advocates.
Combining your PR and social media tactics is a winning strategy. Integrated PR and social media services ensure that your brand gets the spotlight in today’s “always-on” world.
Healthcare Trends
Are you ready to act quickly and increase your brand’s thought leadership by leveraging breaking news? Trend jacking is one of the most effective tactics in the PR arsenal. It allows you to position your brand, its executives and experts as a thought leader by including your perspectives in coverage around trending industry issues. Additionally, by incorporating commentary on breaking news into social media programs, organizations can position themselves as resources on hot topics, inspiring new connections and creating urgency around issues that impact their constituents. You can hack the news cycle and react quickly to breaking news.
There is a myriad of examples on how to apply this to specific healthcare sectors. It could include topics such as the zika virus (providing information on how to avoid exposure or news on vaccines in development); CTE (sharing concussion facts and treatment options); or healthcare data breaches (discussing how best to prepare for and mitigate compromising sensitive information).
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