04 February 2010
The ever-changing world of healthcare communications
Did you know health-related stories are one of the
fastest growing topics, in terms of column inches, over the last
five years? Whether it is a party political statement about the
future of the NHS or the latest research findings issued by a
charity or a Royal College, you can guarantee that at least one
health-related story is broadcast during every national news
bulletin.
With healthcare news stories becoming more sought-after
and up-to-the-minute news now available on a 24/7 basis, it is no
wonder that media providers are relying more heavily on healthcare
PR agencies to provide them with pertinent and timely news
stories.
The PR team at Merchant Healthcare Marketing receives in the
region of 50 media requests a day ranging from expert commentary on
sleep deficiency through to commentary on the latest government
healthcare initiatives. Every media opportunity is evaluated
against the type of outlet and client objective so we can ensure
that we are promoting the relevant brand message in order to drive
client referrals or new business opportunities.
With media owners not escaping the recession, many are
commissioning freelance writers to research and write their health
stories. Freelance writers often depend on having good working
relationships with PR agencies in order to generate quality health
stories that will help the media outlet sell newspapers and earn
them commission. Subsequently we have noticed an increase in the
number of calls and requests that we get from freelance writers. As
a result, we have built good relationships with the freelance
writers who get published within national newspapers, magazines and
within the healthcare trade media.
As well as responding to media requests, we work closely with
our clients to generate a well-balanced press activity schedule so
that we can proactively pitch stories. This generally involves
determining when new statistics, research, services or medical
innovations are due to be launched and scheduling the appropriate
time and mechanism that will successfully launch it. For example,
there is little point pushing a story around weight loss just
before Christmas and every reason to launch eye services when the
clocks go back, when more people notice eye problems.
Similarly, in times when there is no hard news, we help to
create news. This could be via carefully commissioned research
around a topical theme, to a publicity stunt to raise money for a
local charity.
As well as meeting clients we need to ensure that our media
knowledge is up to the minute and to this end, we meet and work
with regional and national print and online news editors,
broadcasters and select freelance writers to help determine the
news agenda. We inform them of client news and in return they tell
us about the stories they are working on where we could potentially
provide comment.
By nurturing strong relationships in this way we stay top of
mind for relevant media opportunities. As long as we have a good
reputation for delivering clinically backed, interesting content to
the media, it results in quality coverage that benefits our
clients.
On a daily basis, we scan the latest press stories and monitor
blogs and forums to ensure that we have broad knowledge of the
breaking news. We report findings and forward any placed stories to
our clients. No two days are the same. This week for example sees
us handling a filming opportunity with Sky news to promote an
innovative knee operation, co-ordinating the promotion of an
award-winning bariatric service, while crunching statistics for an
upcoming cosmetic surgery press release. Flexibility is the key to
our success.
In a nutshell, as healthcare communication experts we have to be
on the pulse of the latest news and opinion, while mediating
between what our clients want and what the public wants to hear.
The media recognises our place in the news generation process,
which is why we have successfully placed in excess of 50 media
stories in the last two months. We are the chameleons of the media
world, constantly adapting the way we work to meet client
expectations and the way we talk so that we engage with diverse
audiences.