Role of Public Relations in the Healthcare Industry

The rapidly developing scientific and medical advancement has taken the Healthcare industry to new dimensions. To keep the pace and to stay ahead, the Pharmaceutical business, Biotech industry and Healthcare providers need to form a strong voice and presence has never been so crucial.

Factors affecting the Healthcare Industry

  • Competition:The development and availability of higher-end technology has made this industry brimming with competition. The rising competition has made it more difficult for the industries to stand out from the crowd. The need for brand recognition, a strong consumer reach and extensive network is at an all-time high.
  • Scrutiny:These days, strict scrutiny and guidelines are being applied on the industry. Unawareness about these rules can hamper the company severely. A proper guidance is vital to tackle the obligations.
  • Knowledgeable patient community:With the influence of the Internet, the patient community is more informed about the diseases and the symptoms. Medical forums and group discussion on online platforms are providing answers for the patient’s numerous queries. Patients come forward to hospitals only to gather information about pharmaceutical practices and drug usage.

In this case, Public Relations play a major role in establishing prominence of Healthcare providers in this dynamic and complex market. Public relations assist in 4 main areas.

  1. Communication

The Healthcare Industry has multiple audiences where a customized message needs to be instilled in the minds of every sector of the public. For the Pharmaceutical industry, their target audience is both the customers and the physicians. They need to bring forth the benefits of using the medicine to the customers. Whereas, in terms of physicians, they must spring out why this medicine or drug is better and why they should prescribe the same to their patients.

This diverse message must be delivered distinctly and that’s when Healthcare Public Relations steps in. They act as the bridge between the public and company.

  1. Credibility

The healthcare sector runs importantly on credibility. A reputation of a Healthcare provider forms the fate of the company’s enhancement. Public Relations incorporate its advantage of third-party endorsement to show the company in good light. When a person, not even remotely related to the company, speaks in favor of it, the impact on the audience is higher. Through articles and reviews, Healthcare Public Relations form a positive opinion.

In this sense, Brand recognition plays a crucial role. Public Relations agencies specialized in Healthcare provide superior counsel and strategic planning in creating a strong brand.

  1. Counsel

Public Relations offer an outsider’s perspective during crisis. This gives a different outlook to the problems and assists in tackling the same. In case of strict guidelines and procedures, these Public Relation firms provide useful counsel on the ever-changing procedures of the industry.

  1. Media Relations

To make the company’s presence felt, Healthcare Public Relations firms utilize their extensive network of media relations to make the company’s presence felt. Introducing the brand in industry events, news articles and business meets spikes the interest of the consumers, resulting in more recognition.

In a nutshell, Public Relations in Healthcare industry help in,

  • Establishing and maintaining a strong and positive Brand recognition.
  • Conducting product launch and other corporate events.
  • Incorporating PR activities such as press release, news and articles to create buzz.
  • Fostering the company’s relationship with media and professionals.

The True Meaning of Public Relations

Samantha Jones, the wild one in “Sex and the City”, is in public relations. Public relations is the method of communicating among organizations. Through this industry, a business builds up, sustains and manages the image it would want to project to other establishments.

With that definition of public relations, it is clear why Samantha has that kind of personality. Being an extroverted individual and open to new possibilities and situations are the two prime factors needed in public relations.

By tabulating public attitudes depending on the procedures, policies and interest of an organization, a public relations officer is able to execute actions or programs that would allow them to mediate and work with one another on the best possible way. It is also the process of grouping together the varied perceptions of a business’ targeted audience when it comes to dealing with real prospects and entities.

Public relations involve the evaluation of the opinions and attitude from the generating public. It also implements and formulates the procedures and policies for the organization in order to communicate well. This coordination in the programs develops good will and rapport with other industries.

Public relations must always be two-way. By fostering a good relationship between the two establishments, the public constituents (in this case the public relations officers) were able to do their jobs.

To give you a clearer picture on how public relations work, here are some examples.

1. There are some corporations that utilize the MPR or the marketing public relations in order for them to share information the information on the products they distribute and manufacture to their possible clients. Normally, the sales of these products are short or long term, but because of the public relation process, the corporation has branded it on the market.

2. Corporations can also serve as the vehicles in reaching out to the politicians and legislators who could help in regulations, taxes and other public relations communication, as long as these people are fully supporting the program.

3. Non-profit organizations like hospitals, social services, human service agencies, schools and universities turn to public relations in order to spread the word of their fund-raising programs, awareness programs and staff recruitment. It also helps in increasing the patronage of what they are providing to society.

4. When running for public office, politicians resort to public relations so that they can attract a good number of votes and raise money. If they are able to be successful in the ballot box, then they use this to promote their means and to also defend their position in the office.

Public relations have been defined over and over again throughout the years but it redefines itself. This is because the clients involved in this industry constantly evolve in terms of goals and aspirations, thus most people who are not in the business often misconstrued what the profession is all about.

Basically, the general idea of public relations is advertising, branding and marketing. Anything that involves the media is the responsibility of the public relations officer. He encourages magazines, newspapers, radio and TV to print or air good things about the services and the products. This promotion will reach their targeted customers therefore generating an increase on sales and patronage.

Naturally, for a company to succeed in public relations, his team must include a good mix of background so that the insiders know what the outsiders want and deliver exceedingly well.

Basic Marketing & Public Relations For Non-Profits

Marketing is a way of determining a particular need of a particular group of people and solving that need. It isn’t sales. Sales is a component of marketing. Marketing for nonprofits presents a special challenge because you typically have no tangible product. You are “selling” a warm fuzzy. So how do you market for nonprofits?

To effectively market your organization, you must first know a few things about yourself.

1. Determine what business you are in. Can you boil your mission statement down to something really short and sweet? For example, Habitat for Humanity is in the business of building decent, affordable homes for families in need.

2. Determine the key message(s) you want to get out. There’s probably one or two things that you really want to say to the public and to your target audience. Habitat may have a key message of “Everyone should have access to a decent, affordable home.”

3. Identify your target audience(s). There are probably a few specific groups of people that you want to reach with your key messages. For Habitat, churches are a target audience because they provide a lot of financial support and volunteers. And there may be other great target audiences for Habitat, too.

Once you are clear about yourself, your messages and your audience, you can put together a plan for marketing.

1. Position your organization. What is the thing you hang your hat on or differentiate yourself from other similar organizations? Are you the only one providing the service you provide? Have you been around the longest? Are you the best? Once you figure this out, you can use it in reaching out to your target audience.

2. Develop and implement a communications plan. How will you communicate with your target audience? What techniques will you use? How often will you communicate with them? These are questions you must wrestle with. Your newsletter, website, brochure, and annual report are all tools you can use for communicating with your target audiences.

Consider how you will work with the media as part of your communications plan. Think about the target audiences you want to reach and develop a list of appropriate media contacts. For example, you don’t need every reporter at the News Sentinel on your media list. You may only need the food section editor or the health section editor.

3. Determine how you will measure success. Are you looking for an increase in donors? An increase in donations? Being able to measure success will help you know when your marketing efforts are working.

Marketing isn’t something you can do once and forget about, so be prepared to work on your marketing and communications activities year-round.