There are many types of companies that may choose to work with a healthcare or medical public relations agency. These companies market medical devices, pharmaceuticals, biopharma products or perform research in the life sciences. Calling upon the expertise of a PR firm may be necessary in order to help develop a winning strategy for reaching constituencies that can include patients, doctors, payors, thought leaders, healthcare advocacy groups and investors. Which factors are most important when evaluating a public relations agency?
There are many public relations companies from which to choose. Most provide a range of services, but really specialize in a just few things. Its important to understand your own needs and to focus your search on PR agencies that have matching areas of strength.
Second, and equally as critical, is to identify firms that have a tight focus on healthcare companies and a historical track record to support any marketing claims they make. Make no mistake, medical PR is a highly specialized discipline and while some larger, general business PR agencies may have dabbled in serving healthcare businesses, companies are much better served by engaging an agency that has walked the walk before.
For example, the U.S. Food and Drug Administration (FDA) has a clear code of conduct for marketing and advertising to which medical device, drug and biopharma companies must adhere. The PR agency that represents you needs to have a clear understanding of evolving guidelines and how they may impact your business. The agency must also have an intimate understanding of the regulatory processes that your key products are navigating.
Additionally, companies should seek to find an agency that has successfully developed and executed PR campaigns that are similar to what you are seeking to accomplish. For example, if you are exploring the use of public relations as a tool in clinical trial recruitment, then find an agency that has run recruitment campaigns before. The same would apply to items like announcing important scientific data or meeting a key regulatory milestone. Have each agency you are reviewing show you examples, or case studies, of previous successful campaigns in these arenas.
The people who are being put forward to manage your assignment deserve special attention. Some agencies have only a broad and collective experience in healthcare public relations instead of the particular medical experience you may need. Consider that the specific experience of the people you work with will have a direct bearing on the success or failure of your venture.
Identifying the right PR firm to represent your company will involve meeting these people and discussing your objectives and measurements of success. Ask for their medical credentials and accounts of their prior achievements that are relevant to your situation. Understanding their capabilities and level of experience will ultimately help you make the right decision for your business.
Another item that all healthcare companies now need to perform due diligence on is the agencys capabilities and performance in newer, non-traditional forms of public relations, including what is broadly defined today as social media. Traditional media outlets such as newspapers, magazines, television and radio are all built on advertising revenue models that have been hard hit by the economic downturn. Increasingly, healthcare companies have been turning to emerging, online techniques to connect with clinicians, patients and advocacy groups. In this ever-changing environment, it is critical that the PR agency be on top of these trends and have relevant experience in conducting campaigns of this type.
About the Author:
Lloyd Benson is an Executive Vice President with Schwartz Communications. He currently oversees the agencys award-winning healthcare public relations practice.
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