Public relations has a broad and flexible ability to educate key audiences about medical device companies' capabilities

August 19, 2010 by Anonymous

By John Smith

Unlike other marketing disciplines, public relations offers the broadest and most expansive opportunity to educate target audiences with the highest credibility, because of its nature as “earned” media versus “paid” media, e.g., advertising. It also enables medical device companies to achieve “thought leadership” status for its executives, researchers and physician champions through the publication of white papers, byline articles and opinion editorials, incorporating issues with which the company wishes to be aligned, such as ACOs. Public relations is an important component of the marketing and communications mix because it easily and flexibly incorporates issues into a medical device company’s messages. It is able to assess the nature of the world and markets and respond quickly as issues arise outside of a device company’s control, but which may affect their business and they might want to address.

As with all other marketing disciplines, public relations begins with positioning and messaging. Crafting the messages that will propel a medical device company’s sales efforts and mission forward and differentiate it from competitors is an art. Making sure corporate messages get maximum exposure in target markets is a science and the symbiotic balance of strategy and tactics. The balancing of art and science through news management that utilizes regular press releases and other news vehicles is foundational to an effective public relations strategy. News is distributed through wire services, distribution networks, individual industry contacts and social networks, and leveraged heavily through after-market activities.

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