Public Relations

Has the Pandemic Sheen Worn Off Healthcare PR? In two words: Not Really.

For PR professionals managing healthcare clients, the pandemic didn’t just amplify healthcare’s presence in the media—it redefined it. Yes, the deluge of health-related stories during the crisis left some feeling overwhelmed. But the silver lining is that healthcare has become a permanent fixture in newsrooms, with dedicated health correspondents now covering everything from city-specific case studies to stories with national or international resonance.

So, where do the opportunities lie for PR professionals navigating this evolving landscape? Here are the key areas to watch:

1. Riding the Digital Wave

With the surge in online health information consumption, digital platforms are goldmines for healthcare PR. A strategic push for visibility through blogs, webinars, and influencer partnerships can amplify a brand’s reach. Targeting niche digital audiences ensures a sharper impact.

2. The Telemedicine Boom

Telemedicine has become a game-changer post-pandemic, offering convenience in traffic-choked cities and beyond. PR professionals can spotlight hospitals’ telehealth services, showcasing innovations like follow-up consultations and tech-driven solutions. Stories centered on patient ease and accessibility resonate deeply with both consumers and media.

3. The Rise of Healthcare Startups

The health-tech revolution is a treasure trove for PR. From funding announcements to the launch of groundbreaking services or leadership hires, these narratives make for compelling business stories. Target business media, startup-centric platforms, and business sections of mainline dailies to position clients as industry disruptors.

4. Focus on Preventive Healthcare

The growing emphasis on wellness and fitness has unlocked fresh campaign possibilities. Unique case studies, life-saving success stories, or even health tourism narratives can generate substantial media traction. Highlighting India’s role as a global healthcare hub—especially for international patients seeking top-tier care—adds depth to these stories. For maximum impact, exclusivity is key.

5. Tapping Specialty Media

Beyond the mainstream press, specialty healthcare magazines—both in English and regional languages—offer valuable platforms for niche storytelling. These outlets often cater to focused audiences, providing a perfect opportunity to showcase expertise or innovation in the healthcare sector.

Sharpening the PR Edge

Healthcare PR in India is about more than just storytelling—it’s about strategic storytelling. Building trust, educating the public, and promoting services or products in this industry require a nuanced approach. Here’s how PR professionals can stay ahead:

  • Follow Health Journalists Closely: Read their work, study their style, and understand their focus areas. This will help you craft pitches that are not only relevant but also resonate.
  • Stay Connected with Editors: Journalists may greenlight a story, but editors decide when it goes to print. Establishing a strong rapport with editors can help mitigate delays and ensure exclusivity gets its due.
  • Prioritize Exclusivity: Whether it’s a standout case study or a unique campaign, exclusivity can be the ace up your sleeve. Tailor your pitch to align with the publication’s focus, and ensure the story feels fresh and newsworthy.

The pandemic may no longer dominate the headlines, but it has forever changed the role of healthcare in media. For PR professionals, this is the time to capitalize on the industry’s heightened visibility and craft campaigns that build trust and influence in a dynamic landscape.

– Raghavendra Rao

PR & Brand Consultant

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