Healthcare IT Public Relations vs. Marketing: It Pays to Have Both

Where traditional marketing usually focuses on selling products or services, healthcare IT public relations focuses on managing relationships.Your business stands at a crossroads of opportunity. With healthcare IT projected to become a nearly $30-billion-dollar industry by 2024, there’s never been a better time to consider your long-term marketing strategy and what PR can do to help reach those goals. Where traditional marketing usually focuses on selling products or services, healthcare IT public relations focuses on managing relationships, reputation, and broader public perception. Partnering with an experienced agency can increase brand awareness and credibility, position your executives as go-to experts in the field, and even help your company stay ahead of any potential crisis.

Building Trust and Credibility

In an industry where data security, patient privacy, and the reliability of technology solutions are paramount, credibility is not just a nice-to-have. It’s a competitive advantage. Public relations works to establish and maintain that credibility by showcasing expertise, managing reputation, and fostering trust within the healthcare community. This is accomplished through a combination of:

  • Media relations: People are more likely to trust your messaging when it comes from a third party they trust. This makes earned media a valuable tool for your overall marketing strategy. By fostering relationships with trade publications and journalists that specialize in the healthcare industry, you gain access to perhaps the most effective way of reaching your target audience.
  • Content creation: Press releases, company blogs, social media, case studies, and whitepapers are all examples of content that can improve your brand’s visibility and position you as a trusted expert in your field.

Effective Thought Leadership

A well-thought-out PR strategy also helps with reputation management through thought leadership. Your target audience will often be others within the healthcare industry, so identifying opportunities to stand out as a trusted expert can do wonders for attracting new business and securing public trust. This could mean contributing content to a respected trade publication or applying for speaking engagements at industry events.

Crisis Communications

Preparing for a crisis is an unpleasant but necessary part of running any business, and the healthcare IT industry is no exception. At Ripley PR, we encourage clients to be proactive. By identifying potential risks, putting communication plans in place, and strategizing your company’s messaging beforehand, you are more likely to respond to a crisis effectively and minimize any long-term impacts if one does happen.

From media relations and content creation to media training and crisis communications, our specialists at Ripley PR have decades of combined experience taking care of a variety of client needs.

If you’re interested in taking your marketing plan to the next level with an agency that understands healthcare IT public relations, please call us at (865) 977-1973 or contact us online.

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