Choosing a Healthcare Public Relations Firm
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, there is a code of conduct that the U.S. Food and Drug Administration (FDA) maintains with regard to marketing and advertising practices for pharmaceutical, biopharma and medical device products. When you choose a PR agency, you must find one that has a clear understanding of the FDAs evolving guidelines because that knowledge may have a substantial impact on your business. Make sure that the agency also possesses a thorough understanding of the regulatory processes that apply to the products and services your company develops and markets.
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.
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.
A final area that healthcare companies need to explore is the PR agencys expertise with social media and other newer forms of communication to reach patients, physicians and advocacy groups. Many traditional media outlets, including newspapers, magazines, TV and radio, have been substantially impacted by declining advertising revenues and some are unable to devote much editorial space to industry news. PR firms can still reach target audiences using social media or other online techniques in addition to working with traditional media. The PR agency you choose should be on top of these trends and be experienced in planning and executing on the type program that your healthcare company requires.
Lloyd Benson is an Executive Vice President with Schwartz Communications. He currently oversees the agencys award-winning healthcare public relations practice.