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Developing and distributing healthcare IT press releases is an important way to get the word out about your brand and products. In this industry, as in other niche markets with an educated audience, the point is not to get your story on the local TV news or newspaper. Rather, your goal should be to get it into trade publications that your target audience reads. As more people get their information online, you should look beyond traditional print media and strive to get access to bloggers and other thought leaders who write about relevant industry topics on purely digital platforms. In marketing parlance, this is referred to as ‘Earned Media’.
Remember, we are not mass marketing our wares; we are seeking a precise fit between customer and product. Choosing the right platforms to target will help your press releases reach the right audience. Here are four specific places to send your press releases for maximum impact:
Investment Sites and Startup Accelerators
If you are a startup or smaller company still seeking private outside investment, try sending healthcare IT press releases to investment blogs or startup accelerators. Potential investors always want to know about up and coming opportunities. They’ll be looking to these blogs and communities for the latest information. Make sure your press releases contain news and information that demonstrate to your company’s value to investors.
Industry Trade Publications
Healthcare trade publications are always looking for story ideas and news. You should send press releases directly to the editors of relevant industry trade publications. Make life easier for editors by sending detailed customer story ideas or pitches along with your press release. Be sure to articulate how those stories are relevant to their audience and how their readership might benefit from the story or news.
Trade Shows
If you distribute any press releases prior to key trade shows, you should also share these with the press office for the hosting professional society or trade show organizer. This ensures they are visible to the registered press that will be attending the show. This will increase the chances that trade publication editors or writers will stop by your booth to get more information about your ‘new’ product or announcement and write up your product in their post-show product summaries and announcements pieces. Here are some other ways to make your trade show marketing more effective.
Your Own Platform and Audience
You’ve invested time and resources into writing your healthcare IT press releases. So use them as content in their own right! Post press releases on your company’s News page to boost SEO and create a “credibility bank” for your brand. Press releases are a fitting complement to email and social media marketing for creating awareness. Whether you want to highlight a new white papers, customer case studies or other educational content, add press releases to your site. Incorporating them into a virtual press kit can also extend their reach to conference specific trade publications and coverage.
Public relations may look different now than it did decades or even just years ago. With so much media moving online, the platforms and channels change constantly. But the goal remains the same: to get stories told that articulate how potential customers could benefit from our solutions and how they may be impacted today by the problems we solve. If you need help crafting a public relations strategy for your company, contact us! We are experts at leveraging healthcare IT press releases and other public relations content to build brand awareness.
