Building an Effective Healthcare PR Strategy | Presspage

Healthcare PR is uniquely challenging, but with the right strategies and tools, your newsroom can become a hub for impactful storytelling and audience engagement.

Healthcare PR operates in a space defined by complexity, regulation, and scrutiny. Storytelling helps overcome these challenges by connecting with audiences on an emotional level, simplifying complex topics, and fostering trust.

By highlighting real-life examples and showcasing the human side of healthcare, you can build stronger relationships with your audience while reinforcing your organization’s credibility.

Here's how:

 

1. Expand Your Content: Inform and Inspire

In healthcare, how to write a press releases involves omitting technical jargon that can alienate non-expert audiences. Expand your content to include stories that resonate on a personal level while remaining informative.

Actionable Steps:

• Use accessible language: Translate medical terms into plain English.
• Share patient journeys: Highlight how your services have positively impacted lives.
• Incorporate multimedia: Videos, infographics, and images can bring stories to life.

Example:
Sana Kliniken, one of Germany’s largest private hospital networks, used Presspage’s newsroom software to centralize their communication. By incorporating multimedia content, they showcased how they handled challenges like staffing during the COVID-19 pandemic, positioning themselves as transparent and trustworthy.

 

2. Leverage Internal Expertise to Build Authority

Your staff is a treasure trove of expertise. Use their knowledge to produce authoritative content that educates audiences and addresses their concerns.

Why It Works:

• Credibility: Audiences trust information from healthcare professionals.
• SEO Benefits: Expert-driven content ranks higher on search engines.

Example:
Cedars-Sinai shares stories from its physicians and staff to educate the public about health issues. Their newsroom not only informs but also positions Cedars-Sinai as a thought leader in healthcare. By leveraging Presspage, they’ve created a platform that amplifies their expertise across a wide audience.

 

3. Use Storytelling to Build Trust and Connection

In an era of skepticism, storytelling humanizes healthcare organizations and bridges the gap between clinical achievements and public understanding.

How to Do It:

• Focus on patient stories that highlight the human impact of your work.
• Share behind-the-scenes efforts to showcase your staff’s dedication.
• Align your storytelling with trending health topics to increase relevance.

Example:
OhioHealth exemplifies this with their story about a nurse who adopted a dog from recovering patients. This heartwarming narrative highlighted their culture of care and compassion, resonating deeply with both local and national audiences.

 

4. Keep Your Newsroom Fresh and Relevant

A vibrant brand newsroom keeps your audience engaged and positions your organization as a dynamic, forward-thinking institution.

Tips for Staying Current:

• Maintain a content calendar: Publish a mix of press releases, blog posts, and featured stories weekly.
• Incorporate trending topics: Leverage current events to make your content timely and relatable.
• Use Presspage tools: Organize, schedule, and optimize your newsroom for maximum impact.

Example:
OhioHealth used their newsroom to provide real-time COVID-19 updates during the pandemic. By keeping their content relevant and consistent, they became a trusted resource for their community.

 

5. Combat Misinformation with Trusted Content

In the healthcare space, misinformation can have serious consequences. Combat this by producing credible, evidence-based content.

How to Do It:

• Publish FAQs that address common health misconceptions.
• Partner with experts to create authoritative, accurate articles.
• Use your newsroom to clarify and fact-check misinformation in the news.

Example:
Cedars-Sinai’s newsroom is a prime example of combating misinformation. By creating clear, science-backed content, they’ve established themselves as a reliable source for healthcare information.

 

6. Engage Diverse Audiences Across Multiple Channels

Healthcare organizations serve diverse populations. To ensure your message reaches everyone:

How to Tailor Your Content:

• Use social media to share quick, engaging snippets of your newsroom content.
• Create targeted email campaigns to reach specific demographics.
• Collaborate with local influencers to amplify your stories.

Example:
Sana Kliniken effectively used its newsroom to engage a wide audience during the pandemic. Their clear, multilingual communication ensured that key information reached diverse populations across Germany.

 

7. Highlight Organizational Values Through Employee Stories

Audiences connect with human stories. Highlighting the dedication of your staff can reinforce your organization’s mission and values.

Ideas for Employee-Centric Content:

• Profiles of physicians, nurses, and administrative staff.
• Stories of employees going above and beyond during crises.
• Features on how staff embody your organizational culture.

Example:
OhioHealth’s newsroom regularly features staff stories, such as their response to Hurricane Harvey. These narratives not only promote their values but also create a sense of pride among employees and stakeholders.

 

8. Stay Compliant While Being Creative

Healthcare PR operates in a highly regulated environment. While creativity is essential, compliance with regulations like HIPAA is non-negotiable.

Best Practices:

• Collaborate with legal teams to review all content.
• Use de-identified patient data to share impactful stories while maintaining privacy.
• Clearly communicate your organization’s commitment to ethical practices.

 

 

The Future of Healthcare PR: A Unified Approach

Healthcare PR is about more than just promoting services—it’s about building trust, educating the public, and fostering genuine connections. By leveraging storytelling, expert insights, and innovative tools like Presspage, your organization can create a newsroom that resonates with audiences and achieves measurable results.

Ready to Build Your Healthcare Newsroom?

• Organize and amplify your content with Presspage’s solutions.
• Streamline media inquiries with Presspage Connect.
• Discover more customer stories, like those from OhioHealth and Cedars-Sinai, to see how leading organizations are excelling in healthcare PR.