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?
The first thing healthcare companies should look at is the match between their own requirements and the range of services offered by the healthcare PR firm. There are many agencies out here but no two provide or specialize in exactly the same thing or things. It is essential that companies clearly identify what deliverable they are seeking and find a firm that focuses on providing that result to their clients.
Another point for healthcare companies to consider is that the PR firm should be able to support any claims they make about their capabilities with a track record of work with medical companies. Medical PR is not the same thing as general public relations. It is a highly specialized discipline in which most agencies have little to no experience. Companies that are looking for a partner to present information about their therapies, products or research should look for a PR agency that has directly relevant experience and knowledge.
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 actually working on your account are also vital. While there is usually some benefit from working with an agency that has a broad, collective expertise in healthcare public relations, ultimately it is the people who are working with you on your account that will have the most direct bearing on your success or failure.
Before engaging a firm, ask to meet the people who will actually be doing the work for you. Ask for their medical PR credentials and for examples of some of their past successes that may be relevant to your own situation.
As changes in technology bring forth greater opportunity to provide better products and services, so has it brought changes to the way public relations is conducted. In addition to traditional forms of media coverage such as television, radio, and print, today's public relations firm must embrace and be fluent with other forms of Internet-based delivery to be successful. One approach is through work with social media to reach patients, advocates, doctors and others. In a shifting media environment, its crucial that the PR agency you select have experience using online techniques to connect with your target Audience.
More Information:
Lloyd Benson is an Executive Vice President with Schwartz Communications. He currently oversees the agencys award-winning
healthcare PR practice.
Categories
