For healthcare companies, seasonal disease surges create a distinct communications challenge.
During periods of increased health coverage due to seasonal illness outbreaks, your messaging risks getting lost in the conversation. As waves of COVID-19, norovirus, RSV and H5 bird flu drive media coverage, healthcare companies need thoughtful strategies to ensure their business communications remain effective.
The goal isn’t to compete with essential public health updates, but to find appropriate channels and approaches to participate in the conversation and maintain meaningful connections with customers, providers and stakeholders.
Here are a few media approaches healthcare companies can consider when navigating these periods to maintain authenticity and respect for the broader healthcare conversation:
Enhance your earned media
Securing earned media during seasonal surges is difficult but not impossible. The key? Become more than a source—become a storyteller.
When developing stories during disease surges, focus on authentic connections to current healthcare conversations. For instance, with the rapid spread of the norovirus, your company could share insights into its role in monitoring disease transmission. Demonstrate value during high-demand periods: A virtual care platform could showcase how it reduces ER visits by enabling quick consultations from home, while a benefits company could highlight how its tools help members find available in-network urgent care during peak seasons.
Don’t forget data; new studies or compelling figures can drive media interest. Let narrative and numbers work together—your story contextualizes the data, while measurable outcomes lend credibility and capture attention.
To get your stories heard, build relationships with healthcare journalists before surge seasons begin so your company or product becomes top of mind when they are building out their stories. These connections help ensure your message receives consideration during busy news cycles. And remember: journalists and audiences can spot a tenuous connection to the current healthcare conversation, so your content’s relevance needs to be genuine.
Pinpoint with paid media
When organic visibility becomes a challenge, paid media—such as sponsored content, digital ads and native advertising—emerges as a powerful tool for targeted messaging. By strategically placing paid content within national media or trade publications (or both) to reach specific audiences, you can ensure your message is delivered, while driving engagement with readers.
Focus on building trust and reliability. Consider highlighting testimonials or case studies to help audiences see your company as a reliable resource.
Consider geotargeting to reach audiences in specific regions—particularly valuable when healthcare needs and regulations vary by location. A virtual care provider, for example, could target care deserts or areas experiencing in-person provider shortages.
Paid media can also amplify the reach of earned media efforts. For example, promoting a feature article from a national health publication through targeted ads can ensure that the right people, such as healthcare decision-makers or high-risk populations, see your content.
Maximize multimedia content
In a visually driven media landscape, strong multimedia assets help your message break through. Transform complex health information into accessible formats that serve multiple channels and audiences. A clinical study can transform into an infographic highlighting key findings, a short video explaining methodology and a data visualization showing outcomes. These can then be used across earned media pitches, paid placements and your own websites and channels.
Multimedia elements also increase the chances of reporters wanting to engage and learn more about your brand. Brief videos or audio clips that concisely deliver key messages can grab quick attention and encourage sharing across platforms.
Amplify with influencers
Healthcare is about people. Collaborating with healthcare influencers can boost your message while bringing a human touch that makes it more engaging and impactful. This approach helps to gain trust, build credibility and—if you have the right strategy—add authenticity.
During disease upticks, healthcare influencers’ feeds are often already dominated by seasonal illness content. Look for partners who can skillfully weave your message into these conversations and a proven track record of responsible health communications. An influencer might demonstrate your RSV testing process or highlight vaccination services, making clear connections to seasonal needs. Ensure they’re transparent about their credentials and clear that they’re relating personal experiences with your brand, not dispensing medical advice.
Consider both reach and relevance: While macro-influencers offer broader visibility, micro-influencers often have highly engaged, niche followings. Your choice depends on your goals— whether it’s reaching wider audiences to drive patient acquisitions or building trust in specific patient communities.
Vital public health updates rightfully command center stage during seasonal spikes, but by combining these approaches strategically, healthcare companies can still shine in the spotlight.
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Ready to elevate your brand as a healthcare leader? Reach out to our experts at healthcare@rhstrategic.com to discover how we can partner to maximize your brand’s visibility.
RH Strategic is a Seattle and D.C.-based PR agency with a nationwide presence and additional global reach via membership in the Worldcom Public Relations Group. We provide strategic public relations for innovators in the technology, government, healthcare, and social and environmental impact markets.
