By Mark Macias
Many entrepreneurs and business owners think PR is just a vehicle for reaching consumers. Actually, a targeted PR campaign can in many ways be more effective than consumer media campaigns.
Consumers are typically bombarded with media. Businesses continually try to market products and services to us. But it’s not as saturated in the B2B media space. We read the trades as a way to stay on top of trends and learn what is happening in our industry. It’s a very captive audience.
Earlier today, we secured a prominent, front-page story for our healthcare client in the American Journal of Managed Care. This trade publication gets 140,000 unique visitors every month, according to Cision Digital Reach. And that audience is just for their news site. It doesn’t include the readers who are subscribed to the magazine where a 7-inch ad costs $12,888, according to the audit bureau, BPA Worldwide.
How B2B PR Works for Business Development
Our client’s story in American Journal of Managed Care, which you can read here, spoke directly to providers, explaining how their technology is making providers more efficient and improving health outcomes. This is a story every CEO, CFO and COO healthcare provider wants to read. This thought-leadership from the client’s CEO spoke directly to potential new hospitals and providers, explaining how their technology worked.
In addition, this editorial was shared on social media by the publication and others. We don’t surf Facebook and Linkedin for the ads; we look for the content. Think about that the next time you look at Linkedin. Are you looking at the ads on the side, or did you log into to see what is happening in your industry?
Macias PR was named the 2015 and 2016 top PR Firm of the Year – USA by Finance Monthly and 2017 Strategic PR Firm of the Year. The founder – Mark Macias – is a former Executive Producer with NBC and Senior Producer with CBS in New York. He is also a PR contributor with CNBC, providing media analysis, insight and crisis advice on timely business topics.