By Mark Macias
The bar for securing healthcare and health tech stories is much more difficult with local and national news outlets, which means your media strategy and editorial campaign need to be that much stronger from the start.
Generally speaking, healthcare and medical reporters are more educated and more suspicious of stories that aren’t backed by science or peer-reviewed studies. Yes, that is a very broad statement but during my time with NBC and CBS in New York (as an Executive Producer and Senior Producer respectively), as well as my journalism years in Phoenix and Miami – I repeatedly observed how medical and health reporters analyzed story ideas with more skepticism.
This difference in editorial style was even more pronounced in New York.
Healthcare PR in New York
During my time as Executive Producer with NBC, I oversaw the consumer, health and medical units, approving scripts and story ideas from producers and reporters. It was much harder to sell medical reporters on news stories. Even when I – as their boss – wanted to pursue a medical story, I frequently had to sell the medical reporters on the substance or research behind the story.
These reporters were also more educated. The medical and health reporters with NBC all had post-graduate degrees that included an MD from Harvard, an MD from Yale and a PhD from Princeton. The medical reporters at CBS also had MD and experience in the hospital.
I’m sharing this information not to brag, but to help you see that if you want to run any media campaign targeting the health or medical reporters, you must make sure your media strategy is full of substance. Don’t think you can get away with fluff, or internal science that has little merit outside of your company.
Take the time to identify strong editorial angles that are backed with objective research. If you take these initial steps before you launch your healthcare or health tech PR campaign, you will have more success with your media placements.
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.