As a communications professional, you understand the important role public relations (PR) plays in building your health care brand’s visibility and reputation with your audience. But what strategies should you use to ensure your health care PR strategy is effective? While many approaches to health care PR can garner attention and build trust for your brand, industry awards are a powerful tool to help you get more out of your efforts. Recognition from credible sources—like health care associations, well-respected trade publications or national business organizations—can reinforce the quality, reliability and innovation of your brand both internally and externally. We’ll explain why incorporating awards into your health care PR strategy is a smart move and share some tips to get started.
Awards are an external and internal health care PR strategy
In an industry where trust is critical, third-party validation can set your organization apart from competitors who simply claim to be the best. When your brand earns an award, it serves as a powerful endorsement and signals to your audience that your expertise and achievements are credible. This external confirmation can also impact employee morale and company culture. When your team sees their hard work and dedication acknowledged through awards, it fosters a sense of pride and accomplishment. Celebrating these achievements can strengthen team cohesion, boost motivation and reinforce a culture of excellence. By incorporating awards into your health care PR strategy, you can solidify your reputation externally while building a more engaged and inspired workforce internally.
Awards can (and should) ripple out to other campaigns
An award or recognition can cascade throughout many other integrated campaigns and media efforts by offering benefits extending far beyond the initial recognition. Many B2B health care awards require a detailed application process, including sharing metrics, results and supporting testimonials. While the process can be time-consuming, it encourages you to gather and organize compelling proof points about your services—a valuable exercise in itself. So, if you decide to apply for an award, consider the downstream tactics and strategies to maximize your time and effort:
- Case studies: Repurpose the data and insights you compile during the submission process into case studies. These stories showcase your achievements and serve as versatile tools for your sales and PR materials, helping you demonstrate real-world impact to potential customers.
- Media visibility: Winning an award—or even being named a finalist—can generate buzz in the health care community and beyond. Use press releases, social media announcements and email marketing to amplify the news. Many award organizers and trade publications also issue their own press releases and website features, often linking to winners’ sites. These backlinks improve your site’s domain authority and boost SEO, driving more organic traffic from people searching for the services you offer.
- Thought leadership: Awards often position your organization—and its leaders—as industry innovators. Recognition from awards can open the door for your leaders to share insights, participate in panel discussions or contribute to industry publications, further solidifying your authority in the field.
Award strategy tips and tricks
Are you ready to start weaving industry recognitions into your marketing and PR approach? Here are a few pointers from our experts:
1. Vet award opportunities thoroughly. Not all programs are created equal, so invest time and resources wisely. Worthwhile awards will matter to your core audience. Focus on those that align with your niche—whether it’s health tech innovation, payer-provider collaboration or workplace wellness. Evaluate the program’s reputation in the industry, judging criteria and look for a history of recognizing credible organizations. Be cautious of pay-to-play schemes, where the primary focus is generating revenue for the organizer rather than celebrating genuine achievements. A credible award will prioritize merit over financial contributions and have a clear, unbiased selection process.
2. Prepare application materials early. Keep a running list of metrics, success stories and testimonials so you’re not scrambling when a deadline pops up.
3. Submit strategically. Don’t spread yourself too thin by trying for every award out there. Pick programs that resonate with your brand values and will impress your target customers.
4. Shout the win from the rooftops. Promote award success on your website, social channels, newsletters and in meetings with prospects. Any form of recognition that sets you apart from the competition can be a major advantage.
Interested in incorporating awards into your health care PR strategy? At Activate Health, we specialize in crafting tailored campaigns that highlight your organization’s expertise, achievements and unique value. Contact us today to learn how we can elevate your brand through strategic awards.