The healthcare space is complex. To develop quality content for your healthcare brand, it’s often necessary to conduct interviews with subject matter experts, also called SMEs. Subject matter experts are highly educated professionals who have advanced knowledge and experience in a specific area. From healthcare business executives to clinical leaders like physicians, they are uniquely qualified to offer insight and guidance that can drive marketing and communication efforts. Interviewing...

Leading organizations across the healthcare industry—especially those who are selling in a B2B space—know that building a valuable brand experience makes a difference for your customers and prospects. Relying on promotional content isn’t enough to catch the eyes of your buyers. Instead, put yourself in their shoes and tune in to what’s impacting their world. Implementing payer marketing campaigns that resonate requires a deep dive into the forces changing the landscape for business owners,...

Social media is a powerful channel when incorporated into your public relations and marketing efforts. In our increasingly digital world, healthcare brands need to have a social media presence and use it purposefully. From brand awareness to thought leadership, social media can be used to elevate an organization above its competitors.   The B2B healthcare space is no exception, but the complexities of our industry, including regulatory considerations and a diverse range of audiences...

Social media usage continues. At the start of 2024, more people than ever were on social media platforms. And when it comes to healthcare professionals, a whopping 8 million and counting can be found on LinkedIn. The value of a robust and strategic social media presence has never been more apparent, especially for B2B healthcare brands. To create and leverage an effective social media strategy, it’s essential to understand both the digital and competitive landscape. Finding the right...

Whether you’re a hospital or health system executive, leading a health technology organization, or managing another type of healthcare organization, the work you’re doing to better the lives of patients and consumers is likely always top of mind. And prioritizing care quality and the patient experience can make it hard to find time for public relations. But building the right kind of healthcare thought leadership by expanding your media presence can make your company stand out from the...

There’s been plenty of cross-industry discussion about what to do (and what not to do) with generative AI tools, such as ChatGPT. This technology can be incredible for generating content, delivering quick answers to questions that a search engine may not return as efficiently, and providing “smarter” responses to more abstract or complex inquiries. Based on our own experience, we’ve compiled a list of dos and don’ts to help marketing and PR pros understand different use cases, and how...