| Many - I'll wager the majority - of healthcare marketing | | | | they are true. If you use those words, can you prove |
| staffs are gasping for air from too much to do, too | | | | it? |
| many meetings, and not enough time to imagine, | | | | Before you actually contact a specific editor or writer, |
| create and execute. One task that frequently gets | | | | have something in writing - a press release, white |
| pushed to the back burner is pitching stories to the | | | | paper, media alert - 100 percent ready to be emailed |
| media when, in fact, such stories in newspapers, on the | | | | should the press person say, "That sounds interesting. |
| Internet, and on TV are not only free (talk about cost | | | | Can you send me something?" These folks have |
| effective!) but yield the greatest credibility. | | | | incredibly tense deadlines, so get to the point right |
| Picture this. A positive story about a new procedure at | | | | away. Many of them are a challenge to reach. If and |
| your hospital or practice appears in a newspaper with | | | | when you do get through, don't ramble. Use a script if |
| an impressive circulation. The article involves an elated | | | | necessary. |
| patient and his or her compelling story. It quotes the | | | | Television news planners are always on the hunt for |
| physician(s) and/or CEO and contains two photos, in | | | | good stories, but for TV consideration, the stories must |
| color of course, and a graphic. | | | | be extremely topical, compelling and most of all - visual. |
| It simply cannot get better than that. | | | | An audience listening to a panel of experts is not very |
| Media relations is an intricate communication system | | | | visual, but a new procedure to stop snoring is. For TV, |
| that can result in a glorious story. The operative word | | | | think action - real patients, an articulate doctor, x-rays, |
| here is "can," not "will." The media decision makers hold | | | | graphics - stuff to see! |
| all - repeat all - of the power. It behooves you to | | | | Many radio stations do live interviews, and again, find |
| research each and every decision maker. Read their | | | | out how to pitch an idea. Did you know that radio |
| stories, watch their segments, read their blogs. Find out | | | | stations give a percentage of airtime to not-for-profit |
| how they prefer to receive an idea - by email, phone | | | | organizations? They accept 10, 30 and 60 second |
| or some other method. Snail mail is just about as | | | | PSA (public service announcements), and frequently |
| obsolete as faxing. | | | | read them. If your organization is having a women's |
| You must learn what is newsworthy about your | | | | symposium or sponsoring a walk/run for the |
| hospital or practice, and the ability to recognize news is | | | | community, radio will respond. |
| a matter of sharpening your antenna and becoming | | | | Make certain your organization's website is first-rate |
| more aware of, well, everything. In my opinion, some of | | | | and search engine optimized (SEO). Use Google Alerts |
| the best stories are told from the patient's perspective. | | | | to keep your eye on what's being said or written |
| Anniversary years (1st, 50th, 100th, etc.) can be news | | | | about your hospital, specific procedures, etc. Post your |
| as are staff promotions and new hires. When your | | | | releases on your website and social networks such as |
| CEO is a keynote speaker, it's news. When one of | | | | Facebook and Twitter, not only for media but for |
| your docs does something remarkable, like prepare for | | | | consumers, too. Pitch relevant topics to bloggers and |
| the Ironman, it's news. A volunteer of the month can | | | | offer lists or tips on prevention. Check out Technorati, |
| lead to a feature story about the person, especially in | | | | a search engine for blogs and writers. The use of the |
| his or her hometown, and it's more than likely the | | | | Internet and social networks grows daily. Keep up. |
| person will be quoted saying something pretty | | | | Following a story's appearance, it's a nice gesture to |
| wonderful about the hospital. Donate used equipment | | | | write a brief thank you note to the writer, producer, |
| to third world countries. The list is endless, and all of it | | | | etc. I am convinced such words are truly appreciated |
| builds awareness and credibility. | | | | by media people. It's just a nice thing to do. |
| Avoid "the first," "the best," "the only," unless, of course, | | | | |