healthcare digital pr

Healthcare PR is the use of communication tools, such as social media accounts, press releases, and traditional media pieces, to spread a message related to public health management or medicine.

Digital PR has breathed new life into the healthcare industry by strengthening the visibility of hospital services.

It has given doctors and health specialists the opportunity to showcase their services to the digital world. The pandemic has made it abundantly clear that medical PR has a direct and widespread effect on people’s physical wellbeing. All kinds of healthcare organizations can benefit from effective PR efforts.

Healthcare PR Landscape

Interest in healthcare PR has intensified as a result of the pandemic. Medical facilities in the digital age are drawing patients from outside their practice areas. People nowadays do not assume that one particular hospital is as good as the next.

Customers go through reviews, broadcast media placements, and other signs of trustworthiness that medical facilities put out. Healthcare PR often discusses medical developments, health problems, and health solutions that the public should know about. Given below are the best practices for healthcare PR.

Adapt to the Consumerization of Healthcare

Consumerization is just a term for people shaping the market instead of the other way round. For instance, now anybody in the city can search Google before dialing 911. Digital PR efforts can add value to the patient experience. Frictionless navigation should be prioritized by healthcare PR professionals.

They should also use SEO to facilitate early-funnel contact when consumers are seeking a trusted resource. For people looking for care nearby, hospitals should show up in local search results pages. While consumerization may force practices to change, the companies that can adapt can build trust and create long-lasting relationships.

Survey Patients Digitally

Healthcare marketers should survey patients digitally. Data should be aggregated and used to extract insights as to where offerings are failing to meet the demands of the modern healthcare consumer.

One effective way to survey customers would be to send surveys to patients to gain insight into their experiences and what they expect from a healthcare organization.

Improve Data Collection

To be able to give patients the kind of experiences they expect, a health organization needs to know its patients. Hence, data should be gathered around patient journeys.

There should be surveys, billing records, and medical records, which would be constituents of a good electronic health record. Data should be gathered around marketing touchpoints.

PPC Advertising

PPC advertising refers to the process of publicizing healthcare services on search engines, social media platforms, and other channels. With PPC advertising, the advertiser only pays when the ad is selected by a targeted audience. Healthcare is a tough segment for advertisers to navigate successfully. Fundamental contact information should not be overlooked in PPC advertising.

It is a common oversight to neglect name, address, and phone number. Convenience often influences healthcare decisions. Proximity to home or office impacts about 63 % of decisions made. Google’s location target Adwords helps focus the advertising.

The PPC keyword list also plays an important role in increasing visibility. PR professionals should have a clear understanding of words and phrases that trigger ad campaigns. It should be taken into consideration that the search vocabulary of patients is likely to be diverse.

Discover more from Ronn Torossian

Ronn Torossian’s Professional Profile on Muck Rack
GuideStar Profile for Ronn Torossian Foundation
Ronn Torossian’s Articles on Entrepreneur
Ronn Torossian’s Blog Posts on Times of Israel
Ronn Torossian on SoundCloud

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Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected public relations executives. Throughout his career he has advised leading and high-growth businesses, organizations, leaders and boards across corporate, technology and consumer industries. Torossian is known as one of the country's foremost experts on crisis communications. He has lectured on crisis PR at Harvard Business School, appears regularly in the media and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. Torossian's strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, a Top Crisis Communications Professional by Business Insider, Metropolitan Magazine's Most Influential New Yorker, and a recipient of Crain's New York Most Notable in Marketing & PR. Outside of 5W, Torossian serves as a business advisor to and investor in multiple early stage businesses across the media, B2B and B2C landscape. Torossian is the proud father of two daughters. He is an active member of the Young Presidents Organization (YPO) and a board member of multiple not for profit organizations.