No news is good news, right? Well, that’s not quite the case in healthcare tech PR and marketing, especially when you’re trying to get your client’s name and story out in the world. Even if your client is working every day on improving its product, software or piece of tech that’s going to change the industry, there are going to be lulls on the breaking news front.
So how do you keep your client at the forefront of reporters’ minds? What will ensure readership, even if your client has no “news” to announce?
Thought leadership campaigns can be strong ways to build relationships with media when there is no breaking news. Having a bold point of view or opinion can also establish your client as a resource journalists can return to for comment on more timely stories.
It’s important to think bigger than having your client quoted in a press release, and search for media opportunities beyond a standard executive profile. Comprehensive and effective thought leadership campaigns show subject matter expertise, build trust with the audience, and reinforce authenticity, all without relying on self-promotion.
For example, have you considered having your client record quick videos to post to LinkedIn? Pick something to get people talking, or offer advice on how to approach a common industry issue. Twitter conversations could also be a good starting point, offering thoughtful and genuine explanations.
Remember: when crafting a byline or responding to a Q&A, be sure your client avoids a one-sided rant – develop a conversation that offers opportunities for real discussion.
SEO campaigns will often discuss the importance of “evergreen content,” but what exactly does that mean? Evergreen content is content that’s always relevant – something that readers can come back to for information on a particular topic. Having interesting, undated content on a website will keep customers informed and will be found by search engines.
Lists, “How To” articles or just pieces that explain common industry terms or practices are all examples of evergreen content. Holiday or seasonal articles, studies and numerical reports are not considered evergreen because they can change over time.
Let’s say that your client provides healthcare cloud security to hospitals and health systems. It might be beneficial for them to write a blog highlighting what the Health Insurance Portability and Accountability Act of 1996 (HIPAA) says about cloud security. Or maybe a blog post defining the different healthcare data storage options – on-premise, cloud or hybrid – could work as well.
Potential customers will often search an organization’s website for information, which is why your client must ensure that they have accurate, informative and helpful data available. Regularly adding applicable evergreen content is a key way to keep your client at the top of the Google search page.
The news cycle will ebb and flow, but just because an occasional slow down happens does not mean that you can’t get quality stories out there for your clients. Crafting the right thought leadership campaign and maintaining strong website content will help establish your clients as innovators in their field.