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.
While it is a misconception that media placements can be earned solely through relationships with editors and writers, long-term relationships with healthcare editors at key trade magazines, national publications and online media can help to effectively position a medical device company as an industry leader. These relationships can open doors, but these professionals ultimately want a good story with good messaging on good issues for their readers. At the same time, most publications, both online and hard-copy, are constantly on the hunt for good content, so aggressive pitching to pursue every story opportunity that touches on relevant topics and trends can make a tremendous difference. Face-to-face meetings with key editors and writers at trade shows and on media tours can also develop a meaningful, ongoing dialogue that results in visible coverage, background, thought leadership quotes in an ACO story associated with a device company’s market or issues, as well as feature stories, case studies and bylined articles. Once placed, it is also important to leverage this media coverage in sales initiatives to ensure the maximum exposure from every piece.
Thought leadership is an important outcome of ongoing strategic public relations. Thought leadership is not established through a single activity, but rather through the use of many communications activities. If a medical device company can successfully establish itself as a leader in its industry, competitors will have no choice but to follow, and it will become evident to device companies’ target markets which company represents the best choice. One thing is certain: some company will be regarded as the thought leader in a market segment, and strategic public relations is an important component of that outcome. When a medical device sales representative’s bag is filled with unbiased articles that have appeared in third party publications, written by company executives or its clients, about innovations, thought leadership opinions and a vision of the future, the chance of closing a sale increases dramatically. This will be especially true as device company customers begin to look for solutions to the ACO mandate and device companies increasingly address this issue in editorial venues. And the ability to link this valuable content from a device company or other websites directly to its buyers increases the exposure a thousand fold. It is important to cast a wide net to identify article opportunities, and then write in a style that eliminates all perceived marketing bias, making sure that every article advances the desired corporate messages.
And finally, no discussion of public relations and communications would be complete without serious consideration of social media. Business communications is in the midst of a radical transformation through the emergence of social media – from self-publishing on blogs to instant communication on Twitter and networks like LinkedIn and Facebook. If managed correctly, social media can be harnessed as a powerful tool for a medical device company’s business. If ignored, competitors will have a significant opportunity to gain an advantage. A solid public relations strategy should leverage social media as another powerful dimension of its communications strategy. That, plus ongoing execution, will keep a medical device company ahead of this rapidly changing phenomenon.
My next and final blog in this series will discuss how social media has become a critical component for a medical device company to communicate its value and mission to its customers, whether they relate to ACOs, product, or corporate vision.
John Smith, a vice president at Dodge Communications, has more than 20 years healthcare communications and marketing experience with life science, medical technology and healthcare companies. He has developed and overseen program planning, communications and marketing strategy, media relations, positioning and Medicaid reimbursement programs for therapeutic, biotechnology and medical technology clients while serving as senior vice president and healthcare practice leader in the Boston offices of Fleishman-Hillard, Manning Selvage & Lee and Brodeur Worldwide. John can be contacted at jsmith@dodgecommunications.com.