Healthcare IT PR 101

a.k.a.Everything you ever wanted to know about healthcare

technology public relations, but were afraid to ask because you thought you were supposed to know the

answer already…

April 7, 2014

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What is considered part of public relations?

Planning and strategyPositioning/messagingNews releases /media alertsPitch developmentTrade show support AwardsCrisis communicationsNews monitoring and analysisAnalyst relations

Investor relationsThought leadershipContent developmentArticle/ case study / white paper writingSpeaking opportunitiesMedia kitsMedia trainingMeasurement and reporting

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I think PR is going to be effective for my organization, what do I do first / next?

1. Positioning and messaging 2. Strategy3. Inventory of assets:

• Thought leaders• Thought leadership concepts• News• Data

4. Budget5. Internal vs. external resources6. Media lists7. Editorial calendar8. Speaking / awards calendar9. Rough map of next six months10. Go!

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Can I have a copy of my media list?

Yes!

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Should I do a press releases?

Is a release the right vehicle?What should they be about?

NewsMomentum (wins, growth, hires, partnership)Offerings (new products and services)Issues (maybe)

What shouldn’t they be about?Does anyone read them?Will they get coverage?

Not always, may need to set expectations.

How often should I do them?Will they be good for my SEO?

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What makes a good press pitch?

Aligned with focus of publication, issue and reporter/editorSignificant or buzz worthyTimely (just / is about happen, or ties into something that just / is about to happen)BriefEasy to understandNo sales pitches:

CustomersDataExperts“Consultants”

Delivered thoughtfully, politely, persistently, and with ability to discuss topic and flexible approaches

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How do I build good relationships with key reporters?

Give them what they needOffer credible, interesting pitchesBe flexibleKnow what you are talking aboutDo your homeworkEmpathizeMeet themDon’t let them downStay classy

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How do I know if I should engage a PR firm?

You have more to do than you and your team can doYou feel like you are leaving opportunities on the tableYou want a resource that is more flexible than a hireYou want to leverage existing relationships vs. building your ownYou have budgetYou need another marketing voice at the table internally

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What is the right division of labor with between the agency and the client?

Resources, politics and culture will largely dictate this, but try to:

Do the things you need to do Herd senior leadership, liaise with sales, cajole customers, negotiate budgets, etc.

…and have the agency do what they are best at Writing releases, pitching media, drafting abstracts, handling logistics, etc.

Divide up the rest as budgets and skillsets allow

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What kind of care and feeding does an agency require?

To get the most out of your agency investment, you need to provide:TimeContent, ideas and feedbackCustomers, thought leaders and dataGood communicationA collaborative approach.

Ask don’t tellSucceed and fail as a team

Polite professionalism, occasional gratitude Humor and perspective help a lot too

In return, you should get:Hard work and responsivenessResultsGood ideasProfessional insight and guidanceProfessionalism, gratitude, humor and perspective

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How do I measure the success of my PR program?

Some popular approaches:Set goals you know you can crushMeasure what you can easily measureMeasure things that look good to the board/CEOMeasure what matters (vs. competition, by message, etc.)

Does your organization buy into the value of PR?If yes, then measure the quality and quantity of your PR

Quantity is easyQuality is subjective but criticalBenchmark and stretch

If no, then you have to quantify impact on sales, which is tricky

I shall not attempt to define the kinds of material I understand to be embraced within the shorthand description "hard-core pornography“ …But I know it when I see it.

Justice Potter Stewart,  Jacobellis v. Ohio  (1964)

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How do I get my company to see the value of my/my agency’s work?

Classic rookie mistake: assuming everyone gets how useful the PR program isAlways be selling the value of the program, communicating, soliciting feedbackLeverage those PR results as much as possibleInternal email distributionsIndividual article promotion to sales with guidance on how to useLots of reporting

QUESTIONS?

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About Aria Marketing

Founded in 1999, healthcare’s integrated, full-service communications agencyHealthcare consulting firm roots (Gartner Healthcare) drive our thought leadership approachThe premier source for first-class strategy, creative, PR, social media, interactive and writing under one roofExperts in launching healthcare technology companies and executing comprehensive communications programs that distinguish brands and help achieve business goalsExperience with all healthcare B2B segmentsRight-sized to tackle today’s challenges and tomorrow’s by offering strategic creative and PR counsel from senior management, as well as full-service tactical supportOur growth comes primarily from word of mouth referrals

Some Current and Former Aria Clients

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