The healthcare and pharmaceutical industries have experienced change influenced by consistently renewed compliance regulations, pressure of cost and price and the international opening and subsequent globalisation of markets. Targeted communication is vital to make sure the right messages are reaching the appropriate target groups including healthcare professionals such as medics, pharmacists, patients, health, funds, and governmental authorities.
GlobalCom has specialist PR teams in London, Munich, Milan, New York, Tokyo, Stockholm focused solely on the public and private healthcare sectors working for leading brands to deliver messages and implement integrated marketing and communications campaigns.
“To achieve maximum global media attention for this product launch, we decided to work with GlobalCom PR Network. Within a very short time, the GCPR team developed an efficient and tailored PR campaign for about 30 countries worldwide. Both the B2B and B2C sectors were addressed in the corresponding local language.”
Kathrin Niemela, Management Board
The healthcare industry is one of the largest and fastest-growing industries in the world, therefore, public relations and the work of PR agencies in that field is becoming more important and crucial every day.
The healthcare and healthtech sector is experiencing remarkable growth, offering vast potential. Projections indicate substantial expansion, fostering innovation and opportunities for stakeholders. With continuous advancements and increasing market volume, the industry is set to drive significant progress in the coming years.
Governments and public health bodies, medical professionals, pharmaceutical companies and other organizations within the healthcare industry need to be able to clearly communicate their messages to the right audiences at the right times and using the most efficient channels.
Public relations can help them not only research the needs and interests of their audiences but also craft the right messages to reach them. Furthermore, as the environment becomes more competitive, it can help the businesses in the health sector position themselves as the leaders in their niches.
We have worked with some of the best-known organisations in the healtcare sector, delivering results that speak for themselves. From integrated marketing campaigns to cross-continent public relations and everything in between, we connect healthcare service providers and healthcare-related products manufacturers with their customers and partners.
GlobalCom is a well-established organisation with strong leadership and sound managerial infrastructure that can coherently and expertly plan, manage and implement PR campaigns for the healthcare sector.
Should we engage with public relations during a public image crisis?
We very much recommend that healthcare organisations develop the mechanisms and capacity to deal with public image crises before they take place, to avoid knee-jerk reactions and outcomes that may prove to be impossible to contain. This can mean training your in-house marketing and PR team to give media interviews, respond adequately to criticisms online and offline, create an emergency response plan for key stakeholders and other tactics.
Crisis communications is a specialism in its own right and it can be quite different than other PR activities in many respects, but especially in terms of urgency of action.
Is PR needed for a new product launch, or can we rely on press releases?
Like with other services under the public relations umbrella, the answer depends greatly on your organisation’s specific situation: market niche, type of service or product, audience needs and particularities, legal framework within which it operates, cultural specifics, and more.
In our experience, however, it makes a great deal of difference for companies when they work with a PR / marketing agency to launch a new product in the heath sector than when they don’t and rely on issuing press releases.
While press releases can play a role indeed in the larger strategy, in the majority of cases it can’t create momentum or enough exposure for the product or service in question. Multiple tactics and activities need to run in tandem, such as liaising with analysts in your niche, producing a well-optimised website to present the product, running paid campaigns online, and securing coverage in key industry media, among others.
What types of services can we expect as part of a healthcare PR campaign?
Our team creates unique communication strategies for each client in order to fit their brand identity and deliver the best results as possible. Besides media relations and specialised PR services (reaching out to B2B influencers, content writing, SEO, digital PR tactics etc.), GlobalCom conducts market research (a crucial part in understanding key audiences, the market) for its clients, handles crisis communication, analyst relations, and much more.
As our pool of agencies and independent marketers is rather large and comprised of many senior level specialists, we can easily adapt to emerging market needs and devise new solutions to new challenges.
We’d be very happy to discuss your specific needs.
Can you execute international healthcare PR campaigns?
We absolutely can, this is one of our key differentiators in the market. Due to the strength of our PR network, the experience of the agencies that make it and their worldwide, multicultural presence, we can run concurrent campaigns in multiple languages and channels, addressing a variety of audiences with entirely different needs.
Get in touch with us to learn more or read more directly on our International PR campaigns page.
How do you approach jobs in the healthcare sector from an ethical point of view?
Unlike with other sectors, any kind of communication plans in the healthcare sector can have a direct and widespread effect on people and their wellbeing. We understand this very well and we don’t make hasty decisions based on business KPIs alone.
The latest example of that is the COVID-19 pandemic. Governments around the world had to adapt their messaging as just one of the ways of trying to stop the spread of the virus and to keep the general public – as well as the key stakeholders like the medical staff – informed correctly and timely. This was made possible due to the fact that almost everyone today is smartphone savvy and can access information in mere seconds.
Fact-checking all information to ensure accuracy and that it follows the latest scientific consensus is always part of the work we undertake. This also means that we’re not going to take on jobs that we deem problematic from an ethical stance.
Does PR & marketing for the healthcare differs much from other sectors?
An element in which healthcare PR differs from other sectors is cultural differences. According to the US National Library of Medicine, patients can have many differences but the most profound ones are cultural and it can be a good thing because „some knowledge of cultural customs can help avoid misunderstandings and enable practitioners to provide better care“.
Other aspects exist as well, as it’s always the case with areas of knowledge that are prone to disinformation with major consequences for the society. For example, while emotions will play an important role in decision-making across all industries and societal events, the healthcare industry is especially vulnerable to this phenomenon and adopting the right tone of voice is essential.
GlobalCom PR Network has been working successfully with clients for more than 15 years. Our global PR network comprises some 80 expert agencies that can provide public relations services for the healthcare industry in over 100 countries worldwide, whether it’s healthcare service providers in the public or private sectors, medical equipment or drugs manufacturers, medical technology companies or healthcare education.
Use the adjacent form to get in touch with us about your healthcare PR campaign and we will get back to you in no time.
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