By Mark Macias
Healthcare PR is one of the most effective ways to introduce your healthcare services to new clients, regardless of whether you are in the B2B or B2C space.
Earlier today, I met with a potential client in the B2B healthcare space that gets paid for their services via third-party insurance providers. Their marketing director explained her concerns about targeting consumers via the news media because she feared they didn’t have the money to pay for their services. She wanted to target insurance companies that pay the bills.
It sounds logical, but it’s also similar to the chicken or egg theory – which came first?
I think it’s more effective to target consumers first – and let them come to you. If your story gains traction, patients will call you or their insurance providers, finding out how they can qualify for your services.
But patients won’t know about your healthcare services unless they hear about it. You can try targeted ads, direct email marketing campaigns or even sponsor local healthcare fairs, but on a larger scale, nearly all consumers get their healthcare information from the news.
This is why nearly every local TV station and newspaper has a reporter devoted specifically to covering healthcare. News publishers know consumers turn to the local news for their healthcare updates.
During my time as Executive Producer with WNBC in New York, I oversaw three medical reporters and two medical producers, approving their scripts and story ideas. Those healthcare and medical segments frequently got higher ratings than most other hard news segments, which is why they were frequently the promoted story of the day.
How Healthcare PR Generates Leads in B2B
Let’s say you are a substance abuse treatment center that gets paid from insurance companies. Your internal data might show that consumers won’t pay out-of-pocket for your services, but that doesn’t mean a prominent story on your healthcare organization won’t drive consumers to seek out your services.
Macias PR works with a healthcare organization that gets paid primarily through government contracts. We secured a prominent profile story for them in the New York Post, which led to 800 calls in one day, according to their CEO. Those were all new patient leads who could potentially sign up for their services.
So if you’re looking for new ways to introduce your healthcare services to patients – including the B2B space – think first of the consumer. If you get them on board, the rest of the healthcare service providers will follow.
Macias PR was named the 2016 “Financial PR Firm of the Year – USA” and the 2015 “PR Consultant Firm of the Year – USA” by Finance Monthly. We have launched and led media campaigns for clients in healthcare, finance, tech and the nonprofit sectors. The founder of Macias PR – 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.