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Building trust with potential buyers is key to successful health tech marketing. As such, health tech PR must be an integral part of your healthcare software marketing strategy.
Effective health technology public relations (aka earned media) involves many moving parts, which must work together to build credibility and project the right image for your healthcare tech brand.
Let’s take a look at how we help our clients get in front of the right decision-makers and position themselves as reputable, trusted healthcare technology providers.
Having your byline on valuable and relevant content in trusted publications is one of the best ways to get in front of high-quality prospects and build trust.
Identify reputable publications with the right audience and see if they accept contributed content. Research the process, know whom to pitch to (e.g., editors covering specific beats,) and submit content based on each publisher's guidelines.
Also, keep an eye on your competition and see where they publish their content. You may discover outlets that you were not aware of before. Keep in mind that it's great to shoot for the stars (e.g., the New York Times technology section,) but don't overlook small trade publications that can help you gain a foothold in the media.
Managing your media budget is often a balancing act between earned media and sponsored (paid) content. Earned media is gained through promotional efforts other than advertising, and PR is an essential component.
While free or low-cost publications are attractive, don't discount pay-to-play opportunities on sites with high domain authority that will share your articles with their email lists and social media following.
The most important thing is to get started and build momentum — the more pieces you write, the more likely other publications will contact you for content. Just remember to reach out to the editors even if the publications don't accept submissions now. You can always introduce yourself and offer to be a source. Ask about their contribution policy and editorial calendar to find the right opportunities.
Here are some benefits of including earned media in your health tech PR strategy:
The bottom line? Appearing in media helps establish credibility. Your audience trusts the publications and their vetted content. When you're interviewed by them or have your byline on the articles, you gain the halo effect.
Additionally, you can leverage the published articles in your marketing strategy. For example, you can share the links in your social media profiles and email newsletters.
With some high-quality articles under your belt, you can contact larger publications or apply to speak at conferences. That kind of credibility can help you open doors and create a snowball effect to support your overall health tech marketing strategy.
Here are our best tips to get your content published:
Marketing in the healthcare industry must include building trust with your audience and establishing a thought leadership positioning. Getting bylines in top industry publications is one of the best ways to stand out and reach health tech buyers. At Spot On, we incorporate these opportunities into our healthcare marketing strategy to help healthcare software companies reach their digital marketing goals.
Schedule a time to chat with us to see how we can help you improve your health tech marketing.
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