Healthcare is a broad field, and managing public relations within the industry can be particularly challenging. Our PR strategy for healthcare has a direct impact on people’s well-being, so it is essential to build trust, maintain a positive reputation, and disseminate factually correct information.
In this blog, we will delve into the key strategies and tactics that public relations professionals and healthcare organisations can employ to effectively reach and engage the right people while communicating key messages in a strategic manner.
Understand your audience and meet them where they spend time
The first step in crafting a successful public relations approach in the healthcare industry — or any industry, for that matter — is to deeply understand your target audience. This goes beyond basic demographics and involves identifying their pain points, concerns, and the media channels that resonate with them.
By gathering these insights, you can tailor your communication and social media strategies to effectively meet their needs and build trust. For example, if you aim to establish your organisation as a thought leader in clinical research, partnering with a B2B PR company can help you identify and target the most relevant media outlets and publications — those with a strong focus on the B2B healthcare industry, rather than lifestyle publications.
Social media can be a powerful tool, too, of course. Platforms like TikTok, Facebook, Instagram, and LinkedIn can and must be used to share news, updates, industry insights, and thought leadership — but it requires careful planning and preparation to ensure your message is getting across in the right way, on each platform.
In Singapore, TikTok has emerged as a key content consumption channel, with government officials, news publications, and healthcare experts leveraging its popularity to reach and influence a wider audience. Recent studies indicate that over 80% of Singaporeans use social media daily, highlighting the importance of a strong social media presence for healthcare organisations.
However, it is important to remember that different demographics consume online information differently. The young (and young at heart) are more inclined to obtain their news from video-centric platforms such as TikTok and Instagram, while Gen X folks might feel more familiar clicking through links on Facebook or reading about corporate movements on LinkedIn.
As communications professionals, we need to understand the unique strengths and user demographics of each platform, adjust our tone and style accordingly, and plan a pipeline of platform-differentiated content. To achieve this, conduct surveys, analyse social media insights, and engage in conversations with your audience to truly understand their needs and preferences.
Be transparent to build trust
In the healthcare industry, transparency, clear messaging, and honesty are not just important — they’re absolutely essential for building and maintaining trust, which is the foundation of effective public relations. Trust can be built in various ways, but if your message isn’t perceived as intended, you’re unlikely to make a meaningful impact.
Being transparent about any challenges or issues, such as the unavailability of certain medications or medical supplies, or temporary closures or reduced capacity in certain departments or facilities, and proactively communicating solutions, can help build trust with your audience. Similarly, clearly sharing information about your products and services, including potential side effects or limitations, demonstrates your commitment to their care and informed decision-making.
Raising awareness is also key to establishing trust — your audience may not know about your ongoing projects, research, and efforts. Find creative ways to showcase these lesser-known aspects of the industry, whether it’s through profiling dedicated staff, highlighting innovations through media pitches, or sharing patient success stories. By proactively communicating your commitment to progress and patient care, you can foster trust and strengthen your reputation within the healthcare community.
Build relationships with key stakeholders
Building relationships with key stakeholders, including other healthcare partners, patient groups, community partners, and, of course, media friends, is crucial. This can help you better understand their needs and concerns and tailor your communication strategies accordingly. It also helps you stay informed about changes in the healthcare industry, such as new legislation or regulations, which can impact your organisation.
Healthcare is a very specific industry, and it isn’t hard to identify key stakeholders. However, these relationships are contingent upon establishing trust and mutual benefit to make our work much easier — not just in our day-to-day operations but in tougher times, too (ahem, crises). These relationships may also open up new opportunities for joint public relations engagements.
Monitor your online community in a timely manner
In healthcare, feedback and responding to consumers — often online — is an exercise in time management. The delicate nature of healthcare discussions makes proactive PR management particularly crucial. Any issues or questions that arise are typically time-sensitive, as your audience needs access to accurate and reliable information promptly.
Managing feedback and comments online is essential, as they can significantly impact your reputation. By responding quickly and addressing concerns promptly, you demonstrate that you are listening and committed to providing solutions and support, fostering trust and enhancing your overall brand image.
Always be ready for a crisis
Dealing with people’s health means that, inevitably, at some point, you will face negative sentiments and unforeseen issues. It’s important to have a well-structured communications plan in place to address these challenges before they escalate into a full-blown crisis.
Your PR crisis plan should include:
- Clear protocols for internal and external communications, including media relations, specific to the healthcare industry.
- Pre-approved key messages and talking points tailored for different audiences and scenarios.
- Readily available media resources, such as press releases, statements, and FAQs, to facilitate timely and accurate responses.
By taking a proactive approach, you can effectively manage potential crises, safeguarding your organisation’s reputation and maintaining the trust of your stakeholders.
Last but not least, be familiar with the regulations in your local market
In Singapore, healthcare communications and advertising fall under the purview of the Healthcare Services Act (HCSA). These regulations prioritise accuracy and transparency, ensuring that patient well-being and informed decision-making remain central to all healthcare PR and marketing efforts. Think of these regulations not as handcuffs, but as guide rails that help us craft compelling narratives that not only educate and inform but also connect with our audience on an emotional level when appropriate.
For assistance with your healthcare communications needs, reach out to us at [email protected], a leading public relations agency in Singapore.