6 PR and marketing strategies for the healthcare sector

by | Oct 16, 2020 | Public Relations

When it comes to PR for a specific industry such as healthcare, there are certain steps that you should take to market efficiently. You need to be able to reach the correct audience while giving off the best image you can, and there are some efficient ways of doing that. Here are some marketing tips to help a healthcare business with their marketing strategies:

Know your target

Like with any marketing strategy, you must know the target audience before anything else. When it comes to working in or studying healthcare, there are only a certain number of people who would be interested, and there is a lot to waste by advertising to everybody. The first and most important step, therefore, is to understand exactly who your target is. With healthcare, most likely, this will be students and other practitioners of healthcare, as well as those who are interested in increasing their knowledge about health.

Engage with social media

Digital media is extremely important in these days of technology. Once you know the audience that you will be targeting—social media is a great place to start. You can create your own kind of image on there with a combination of the words you use, the content you produce, and the pictures that show up on your pages. A medical company will want to come across different to a beauty company, as an example, so make sure everything that is being put out there is as clean and professional as possible. The great thing about social media is, once you have found the right kind of people to follow, you will then find more and more like them. You can choose who you appeal to and who will be coming to take a peek at your business.

Many students are open about their interests on social media, with many doing online nursing courses from RN to NP, and they will be a great target for you. Seek out this audience of people to successfully reach those who will be interested in what you have to offer.

Traditional PR and advertising

Traditional PR, like television appearances and newspaper articles, is still a good way of getting your name out there. Choosing the correct newspapers and what kind of time your advertising would air is important to appeal to the people you want to. TV advertisements might not reach your target as much as other areas; however, it is a great way of getting your name in the minds of the general public.

Showcase your expertise by blogging

Blogging is beneficial to your brand as it allows you to control your own narrative. You want to come across as professional and having articles that show that style will make you more trustworthy overall. There is also the added benefit of it reaching search engines, so people will be more likely to find you. It also gives you a certain human aspect, as you will not just be a business; you will have a voice and a human side.

Identify the right media outlets

You will want to place your name in articles to reach your audience, so you will want to seek out media outlets who already target your niche audience, like a healthcare blog. This will help you mitigate the amount of advertising wasted on those who will not care for your business. It might not reach quite as many readers as more general blogs or magazines, but the readers will be more likely to be interested—think quality over quantity.

Seek out influencers

Influencers are a huge part of the online experience, and they are the ones businesses count on for exposure. There are influencers for everything these days, from beauty to food to—yes—healthcare influencers. The great thing about social media influencers is that their audience treats them like old friends and trust them with their opinions; there is a reason they work so well. Reach out to a specific influencer who talks deeply about healthcare and find out how they can promote you. Many are on Instagram, Twitter, and YouTube, where a lot of your audience will be. It is a simple way of getting your name into a well-trusted mouth.

Healthcare PR can be somewhat different from other brands, as healthcare is an area that needs to be entirely trusted by the target audience. These simple strategies will help you come across as professional and appeal to the audience who are interested in the latest healthcare brands and news updates.

Steve Conway
Steve Conway is a content marketing professional and inbound marketing expert. Previously, Steve worked as a marketing manager for a tech software start-up. He is passionate about discovering new software that will that will advance his already well-honed digital marketing techniques.


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