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A look into how healthcare professionals use virtual communities

The current healthcare structure and culture can limit healthcare professionals’ interpersonal communication. While modern healthcare organizations are touted as being knowledge intensive, research is showing that bureaucratic, hierarchical and intra-professional barriers still exist when it comes to facilitating knowledge sharing. Why should healthcare companies care? Because gaps in communication can impact the adoption speed of … Continued

Elevate your healthcare marketing content

Many brands fancy themselves content marketers with inbound lead generation and nurture strategies. There’s a proliferation of content developed with intent to move customers through the decision journey, from awareness to purchase. Some do this better than others. One healthcare brand that has shown a particular knack for strong content and nurture marketing is Cardinal … Continued

5 ways “fake news” impacts healthcare media

The proliferation of the term “fake news” over the last year has catapulted the entire journalism profession into the spotlight…and into defense mode. According to a new report, A Real Plague: Fake News, 82 percent of Americans are concerned about the impact “fake news” might have on the credibility of information they get from the … Continued

Don’t sell snake oil: What you say matters

The role of public relations for healthcare companies is critical – and complicated. Compelling product or service information helps companies stand out, but they must pay careful attention to how media and consumers will translate it. Ask yourself: “Does it set realistic expectations?” “Does it promise what it delivers?” and “Do I have enough data … Continued

Redefining B2B Healthcare KOL Engagement

For B2B healthcare companies that specialize in mission critical areas like patient care and safety, establishing a key opinion leader (KOL) program is an absolute must. Why? Because industry experts are frequently looked to for independent collaboration on critical technology needs, research and innovation feedback to advance our healthcare system. With that, their thought leadership … Continued

The hidden power of LinkedIn for B2B healthcare marketing

Healthcare companies selling to a B2B audience should include LinkedIn as a key channel in their PR program for demand generation. It can help shorten a long sales cycle and enhance the ROI of your PR investment. It’s proven to be the best social platform for garnering conversions. LinkedIn drives greater than 60 percent more … Continued

6 healthcare leaders to follow in 2016

PR practitioners are used to continuously monitoring industry conversations to unearth emerging voices and validate others. You don’t have to be meticulous about it, but routinely filtering your social lists is a good practice for everyone. This practice not only helps you stay informed, but limits noise that may distract you from accessing truly valuable … Continued

Code blue: Signs your healthcare messaging needs resuscitation

Most of us recognize really good and really bad B2B healthcare messaging when we see it. As with a lot of things, it’s usually easier to diagnose than it is to cure. Especially when it’s your own messaging. Based on our experience helping companies refine and perfect their messaging, here’s our take on some of … Continued

What I’ve learned working in healthcare PR

Years ago, as I was entering the public relations agency ranks, I thought healthcare looked like a fun specialty to explore. I already had a general interest in health and wellness – having essentially competed in competitive sports since birth and having actually enjoyed science-based course work in school – which I thought would translate … Continued