The impact of digital technologies in the healthcare sector has been reoccurring news for a while now and it is unlikely to be any different this decade, especially given the government’s announcement of £200 million worth of funding for leading digital trusts.
So, as a healthcare technology provider, what does this mean for you? For starters, it provides a fantastic opportunity to generate media coverage and harness new industry connections. However, this can’t be done with an overt focus on your solutions. Your product alone is unlikely to ever be the story!
Perfecting your healthcare technology PR strategy
Instead, a successful PR strategy for your healthcare technology business is dependent on your ability to create content that will resonate with people – be they patients or medical staff – and the challenges they are facing. This means two things. Keeping up to speed with the healthcare initiatives, plans and papers that are filling the pages and online sites of the key media and using this vital context alongside other traditional ‘storytelling’ approaches to ensure you reach (and engage with) your desired audience.
Follow the trend
The NHS’ Long Term Plan, which recognises the importance of technology in helping reduce the mounting pressures on its services, is just one of many policy narratives you should know about.
You should also keep track of the technology trends that are revolutionising the healthcare sector right now and weave some of them into your story where appropriate. This might be the role of Artificial Intelligence (AI), big data, remote care or connected care.
In AI, for example, we continue to see new advances that are helping people live longer, fuller and happier lives. Robotics are now being used to help surgeons perform more precise surgical procedures while body scans using AI and deep learning can analyse scan images faster than human radiologists (up to 150 times faster in some cases).
Meanwhile, connected care is a huge topic because the sector is often criticised for its lack of data sharing. It means tools that deliver shared patient care records across multiple environments have been a long time coming and have a natural place in wider industry narratives that might form a key part of your PR strategy.
Ultimately, healthcare technology moves fast so don’t assume you know everything. Keep your finger on the pulse by reading the news and swatting up on government policies. Also invest time in speaking with industry peers for expert insight.
How to get your healthcare technology story noticed: Download your free guide
Armed with all of this knowledge, you will be in a far better position to craft a story that is not only relevant to your business but one that will resonate with the media and other key audiences. Attempt to promote your company and its products or services without any reference to the policies or trends driving the healthcare industry and your message will seem irrelevant.
Of course, this is just one part of a solid PR and communications strategy which is why we have developed a guide for healthcare technology providers wanting to be seen and heard.
In the guide, which you can download below, we explore what makes a compelling and successful healthcare technology PR campaign. This includes the issues you should look out for, top tips for presenting your story and the different ways you can reach your target audience.