Targeted, strategic B2B public relations campaigns can have an enormous impact on your healthcare IT company’s bottom line. Sharing your success stories and your clients’ experiences can attract prospects and help your sales team close deals.
Here are 4 things to consider when evaluating public relations for your company:
- Develop clear business development goals. This is one of the first things we do at Ripley PR when working with a new client. Do you want to increase your online demo downloads? Leads? Website traffic? We continually measure the success of each component in our strategy, but your goals must be clear, measurable and realistic.
- Narrow your target audience. You may need to create several key messages that resonate with each of your target audiences. A message that resonates with a hospital CIO may not resonate with the CNO.
- Don’t forget you have competition. Shrinking newsrooms often means shrinking editorial space which leads to an even greater competition for media coverage. We must constantly look for new and relevant angles to keep your story fresh and interesting.
- PR rarely changes a business overnight. Public relations should be an ongoing process. Short-term and long-term goals should be identified. While extensive media coverage does occasionally happen immediately, a public relations strategy may take some time to gain traction.
A successful B2B public relations campaign can achieve tangible outcomes. If you partner with an experienced agency that truly gets your business, your healthcare IT company will surely reap the rewards.