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Thinking about starting a PR program for your healthcare technology company? Before starting down that road there are a few things to consider as the healthtech industry is still new and changing by the minute.
How does your business fit into the overall healthcare landscape? What problem does it solve and how big is the problem? These are all questions to ask before jumping into healthtech PR – and to continue asking all the time. Once you’ve figured out how your company is different (and better) than the competition as well as how to talk about it to the media, you’ll be on track to begin building a public profile.
We’ve put together five key tips to help get your healthtech PR started on the right foot:
As mentioned above, the healthtech industry is evolving rapidly with new advancements coming in rapid succession. As a company you must be willing to adapt to an ever-changing industry. Stay on top of the news and what’s going on in your field. That way, you can pivot with your product as needed. Plus, you’ll have an idea what reporters may be looking to write about.
As with PR generally, customers that are willing to speak will always make your story more appealing to reporters. Without real people telling the story, it is still in hypothetical territory. In healthcare, see if you can get patients involved. Bring the story down to earth by combining patient testimonials with expertise from doctors. Many times the patient’s story will more palatable to a general audience that is unfamiliar with the healthcare industry at large. On the other hand, doctors will be able to contribute more technical details. Having two sides to the story will make it more interesting on various levels.
Mix traditional PR methods with creative ideas. Today pictures and video are everywhere. With healthcare technology in particular, it can be very helpful to use images to help journalists understand how your product works. Especially for TV, if your product is visually appealing, it will have a better chance of being featured. Perhaps your product is a wearable, for instance. Show pictures of people using and engaging with the technology in realistic ways.
Even for healthcare players, mobile is becoming more and more popular as a way to access information. Once you get a reporter’s attention, you can bet they are going to research your company. Don’t expect that they will only be using a computer to do this. Make the information easily visible for people who may be travelling or just more comfortable using a smartphone or tablet for research. They will want to find information quickly and be able to read it on smaller screens.
Earn media coverage by proving the effectiveness of your product with research and clinical trials. This is a crucial step to get the ball rolling and generate interest in your business. No reporter wants to waste time learning about technology that doesn’t really work.
If you’d like to discuss how we can help your healthtech company build a media presence, as ever, please get in touch.
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