Competing for share of voice on the global stage is increasingly challenging, especially amid the ceaseless bombardment of information from assorted channels. Some platforms are even guilty of publishing so called ‘fake news’, leading to an audience that is rightly cautious of where they find their information – and what it contains. Reputable sources can often be hard to come by, and companies need to work diligently to maintain their credibility. This applies equally in the life sciences and healthcare spaces, where brands are not only competing to be heard, but also fighting to reassure their audiences that they are trustworthy, and their claims are backed by proper scientific rigor.

 

What does PR mean in healthcare and life sciences?

In its broadest sense, public relations (PR) is how a company relates to, and communicates with, its stakeholders. In the life sciences and healthcare industries, a PR strategy should focus on how to build credibility, foster trust and engage with audiences. It involves managing brand perception through media outreach, thought leadership, social media channels, and direct engagement with industry professionals and the public. Unlike traditional marketing, PR looks at earned media and reputation management to shape brand identity, promote value proposition, and maintain transparency and trust. Occasionally, it can also mean crisis management – what to do and say when something goes wrong.

 

Why is PR important? How it can shape your life sciences brand

A strong PR strategy helps brands to establish authority, build a good reputation and increase visibility. In a sector where credibility is everything, effective PR can:

• Position you as a thought leader and innovator in your field.
• Strengthen relationships with key stakeholders, including professional and regulatory bodies, as well as those making purchasing decisions.
• Manage public perceptions.
• Drive business growth through increased brand awareness and engagement.

 

Types of PR content

A solid PR strategy combines various types of content delivered across multiple touchpoints with your audience. As an agency specialising in PR for life sciences and healthcare companies, we tend to focus on five key areas:

 

1. Media relations and press releases

Press relations remains a fundamental tool to communicate timely company news through multiple outlets across the world, and entails:

• Distributing press releases to industry publications and national media.
• Building relationships with key journalists and editors who work in life sciences and healthcare, especially across trade publications.
• Extensive outreach and follow up to secure additional media for product launches, company breakthroughs and milestones.
• Organising press conferences and events – in person or online – to promote newsworthy stories.

 

Given the scientific complexity of the topics we usually deal with as an agency, we ensure that all content balances technical accuracy with a clear, compelling narrative.

 

2. Thought leadership writing – blogs, articles and interviews

Positioning high level company executives and subject matter experts as thought leaders is an invaluable PR strategy. This can be achieved through publishing expert articles authored by key individuals within your company in leading trade publications; hosting or contributing to industry blogs; participating in interviews, podcasts, webinars and panel discussions; and speaking at industry events. By sharing insights on emerging trends, regulatory updates or scientific innovations, companies from across the life sciences and healthcare industries have an opportunity to reinforce their credibility, exert their influence and reach new potential customers.

 

3. Crisis communications and reputation management

The scientific sectors are no strangers to a crisis, whether stemming from regulatory challenges, data breaches, product recalls or public misinformation. A proactive PR strategy should include communication plans to mitigate risk to your brand reputation, transparent and timely responses to media inquiries and public concerns, and strategies for rebuilding trust and confidence after a crisis. It is vital through these times that PR teams work closely with internal stakeholders – and even other experts – to ensure all communications are aligned with your brand values, are compliant and follow ethical standards.

 

4. Digital and social media PR

With an abundance of digital tools on offer, life sciences and healthcare organisations must embrace online platforms to amplify their messages. Key digital PR tactics include:

• Using LinkedIn and specialist healthcare forums to engage with key stakeholders.
• Hosting virtual events, webinars and live Q&A sessions.
• Monitoring online conversations and swiftly responding to public queries or misinformation.

 

5. Community outreach

Engaging with patient communities, advocacy groups, NGOs and non-profits is a powerful way to enhance a brand’s reputation. Community outreach efforts may include educational initiatives, public health awareness campaigns – especially effective for healthcare companies – partnerships with charities and advocacy organisations, and sponsorship of research or grassroots events. By demonstrating corporate social responsibility through these activities, you can strengthen your relationship with the wider public.

 

How kdm can help

At kdm, we specialise in healthcare and life sciences PR, helping brands to navigate the complexities of scientific communications. Our integrated PR strategies combine media outreach, thought leadership, digital engagement and crisis communication, helping our clients to enhance their reputation, increase visibility and drive business success. From a new product launch to increasing share of voice, we tailor our PR strategies to your needs and goals, applying our expertise to ensure that your messaging is not only compelling, but also scientifically accurate.

 

Get in touch to discuss how we can help you to reshape your scientific PR strategy.