3 PR resolutions to grow your healthcare IT brand

doctor consulting with senior patientWhy brand building, thought leadership and patient education should be the cornerstone of your communications strategy in 2020

It happened. It’s 2020. We made it through another decade. You might have taken a few oaths in the form of traditional New Year’s resolutions for

your personal wellbeing, but have you given any thought to what you’d like to resolve to do differently for your healthcare IT brand in 2020? If not, never fear, the healthcare IT public relations experts at Ripley PR have the answer.

Here are three resolutions we recommend you consider for your brand in 2020:

1.      Brand building

From Ripley PR content writer Jared Sebby:

“In healthcare, perception is reality. The way people see your company is all that matters, so making sure your values and successes are being publicized is key to building trust with your customers and patients.”

Your brand is more than just your logo or a tagline. It’s the essence of your products, services and values, and it sets an emotional tone for how patients, healthcare providers and potential investors interact with your brand.

Through a variety of strategies and tactics, public relations gives your brand depth beyond the surface level and helps build genuine relationships with your target audiences.

2.      Thought leadership

From Ripley PR account supervisor Grayson Shockley:

“Your chosen spokesperson, whether a founder or lead engineer, can be developed and positioned as a thought-leader and expert in the industry, speaking to the right audiences and generating credibility in your brand and abilities to stay on top of the changing landscape of healthcare.”

The healthcare IT landscape is one that is rapidly changing and the decade to come will be even more accelerated as new advancements in medicine and technology become available. It’s important that as a brand, you develop thought leaders in your company that can step into the limelight, discuss real challenges and solutions, and stay top of mind with your stakeholders.

The better your thought leader is at delivering the right message, the better your chances of staying ahead of the competition when it comes time to invest in, purchase or use your product or service.

3.      Patient education

From Ripley PR founder and CEO Heather Ripley:

“People have trouble trusting anything new, especially when it comes to their health. Media coverage of data breaches, malware and spyware can make them even less likely to trust healthcare IT. But a great PR message will calm their fears and build trust in your tech.”

Education is one of the most important aspects of public relations, and healthcare IT public relations is a combination of two complex industries — healthcare and tech — that together can often be a confusing ordeal to your average patient.

By crafting ongoing, educational messages, you can tap into your patient base and help them understand why they must adjust their health behaviors and how your product or service can improve their health status. “What’s in it for me?” can be just as important as why, in this instance, and being able to convey both clearly and simply is crucial to driving patient action alignment.

If you’re a healthcare IT company looking to make this your year, contact Ripley PR today. We’d love to talk with you about how to build off these resolutions for 2020 and beyond.

Joel Davis, Content Supervisor

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