Here are 6 ways PR can help.
Accessible, quality information has a strong impact on healthcare decision-making. Unfortunately, there is no short supply of medical misinformation online, which can chip away at the sense of trust between patients and providers. Misinformed patients are less likely to seek proper and timely care. This also impacts providers and their ability to care for patient needs, which can contribute to burnout and turnover.
Sixty percent of patients say they want more information when deciding where, when, and how they receive care. About 30 percent of these patients do their own research before making healthcare decisions.
Healthcare systems can set themselves apart by proactively and consistently providing credible medical information to the public through healthcare marketing, specifically through a public relations strategy. An integral part of health communications is the ability to translate complex jargon and facilitate open communication between providers and patients. This will reduce reliance on misinformation from social media or other sources.
The right PR strategy helps spread credible medical information while fostering a relationship between the system and the public. Here are six ways to achieve these objectives through your PR plan:
- Share human stories. Using patient or physician’s stories that ladder up to something larger, such as a trending topic in the news, will show your organization’s unique value.
- Spokespeople are important. Ensure that you are providing reporters with spokespeople who are engaging, and not using canned statements. Reporters want to talk with specialists who are knowledgeable but can articulate a complex topic in an easy-to-understand and captivating way.
- Diversify your PR channels. There are pros and cons to both traditional and digital channels, but using a good mix of both is the secret to optimizing your success and reaching your target audiences. Repurpose all materials from press releases, bylines, and webinars across all your owned and shared channels to get the most value and return on effort.
- Awards, awards, awards. Incorporate relevant product, people, and organizational awards into your PR strategy. These awards increase brand awareness, tap into new audiences, and generate positive news for your organization.
- Build relationships with influencers. Engaging with influencers can help increase awareness, elevate your positive brand sentiment, and inspire website traffic.
- Make sure you have a clear goal in mind, always. Use your organization’s objectives as a guideline for your goals. Make sure that every PR tactic you are using aligns with your organization’s objectives and just makes sense.
How does credible information impact decision-making?
Providers are increasingly experiencing burnout, and while misinformation certainly is not the sole reason, it does impact their ability to do their job. A PR strategy can give power back to providers by allowing them to showcase their expertise and passion for helping people.
Equipping consumers with reliable information is key to dispelling anxieties and helping them make confident healthcare decisions. In a world where misinformation swarms, being well-informed not only eases fears about seeking medical care but also ensures timely interventions, ultimately reducing risks and costs for both patients and healthcare systems.
Understanding that medical decisions involve both emotional and rational factors is crucial. Armed with accurate information, consumers can navigate these complexities with confidence. Likewise, when healthcare systems prioritize providing trustworthy and caring guidance, they foster a relationship of trust with consumers, who are more likely to choose them when the need for care arises.
Informed consumers make empowered patients and empowered patients lead to healthier outcomes for all.