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Large corporations often use press releases to foster public relations and communicate notable business updates to the market and major shareholders. For smaller healthcare IT organizations, press releases can play an important role in:
- increasing awareness
- building credibility
- generating leads
Press releases are a key component of a well-rounded content marketing strategy. Distributed through trade press, they offer healthcare IT organizations the opportunity to achieve broader reach than organic marketing efforts.
It’s best to frame press release content as something new and important (“news”). They should focus on topics that demonstrate company growth, as well as proof points. As such, they carry a different appeal—and potentially greater credibility.
The Role of Press Releases in Healthcare IT Product Marketing
The healthcare industry places a strong emphasis on continuing education. Healthcare executives, physicians, IT professionals, and other stakeholders often use releases to stay on top of industry news and trends. They’ll skim their favorite trade publications and news feeds for titles that catch their attention. Some popular sites include AuntMinnie, ITN, and Radiology Today.
In this way, press releases serve as an effective channel for healthcare IT marketers to get in front of otherwise time-constrained decision makers.
Press Release Best Practices
Press releases should be informative and fact-based. Distributed by reputable trade publications, they are inherently more credible and therefore appealing to the scientific and evidence-based nature of healthcare professionals.
As short-form marketing content pieces, they are similar in length to a blog. However, there are key steps to achieve the best possible distribution and pickup by relevant trade publications. Take care to adhere to the following content best practices:
1) Title. The title of your press release should use an action verb. Include keyword(s) that are compelling to your target audience and drive your SEO efforts. The release should grab the magazine editor’s attention.
2) Introduction. Get to the point! Communicate the “who/what/why” behind the announcement within the first few sentences. Present important news point(s) in the first paragraph.
3) Stick to the Facts. Press releases should be informative in nature and not be promotional. Present meaningful news the reader will find important; informing the reader with tangible facts. Avoid hyperbole and marketing jargon.
4) Be Succinct. Focus on concisely communicating newsworthy events. Try not to exceed a single page in length (500 and 700 words). Include one or two paragraphs to provide a bit of relevant background information.
5) Include Hyperlinks. Linking your website, other releases, and supporting information is a great way to improve SEO. It also enhances credibility of the content. If the wire service or trade publication does not include the links, at least you can include them in the version posted on your website.
6) Include Quotes. Incorporate a meaningful quote from a new customer or business partner. This is a great way to personalize the release and further enhance credibility.
7) Closing. To be most effective, be sure to include an “about” section at the end of your press release. This content provides the reader with additional context about your company and product. Include a link to your website and contact information to drive lead generation.
How to Plan a Press Release
It’s ideal to plan press releases within the context of your broader content marketing strategy. However, significant, newsworthy events should drive timing.
The most beneficial forms of press release for building credibility include announcements about:
- a secured investment
- new partnerships
- customer acquisition
Maximize the impact of such announcements by waiting until the relationship has been successfully stabilized. Make sure the product has been in use long enough to show tangible clinical, financial, or operational benefits. This makes proof points and testimonials more meaningful and appealing to key stakeholders.
The launch of a new product also provides excellent, newsworthy content. In many cases, it can be beneficial to plan these press releases around industry conferences, trade shows, or other relevant events. Doing so assists in generating extra “buzz” and helps drive visitors to your booth.
Conversely, you can also employ product releases that don’t align with a specific event. Leveraging times when news is slow helps increase the chance your press release gets “seen.” It’s less likely to get lost in the noise of a busy news cycle.
Integrating Press Releases into your Content Marketing Strategy
Press releases are an essential component of a well-rounded content marketing strategy. By announcing significant events to the market and leveraging trade publications’ robust (yet targeted) distribution, press releases are excellent credibility and awareness generation tools.
Like other forms of marketing content, you can also redistribute press releases across a variety of channels, like:
- company website
- social media
This extends their life and value within your broader marketing program.
Do you have an upcoming newsworthy event that would benefit from a press release? Our team of product marketing experts can help you develop compelling content and connect with trade publications targeted at key healthcare IT stakeholders. Contact us to learn more.
