The power of pitching in health communications

For in-house communications professionals who haven’t been on the tools for a while, the healthcare media landscape may feel like it’s shifted dramatically. From shrinking media outlets and evolving digital platforms to changing stakeholder expectations, keeping up with best practices can be challenging. Whether you’ve moved into a more strategic role or have been managing broader communications, it’s important to stay connected to the tactical skills that drive effective healthcare messaging.

Pitching in healthcare communications is not just about selling an idea or product. It’s about translating complex medical information into compelling narratives that resonate with diverse stakeholders—from clinicians to patients and policymakers.

Whether you’re pitching a breakthrough therapy, a public health initiative, or a medical device, the success of your pitch can drive change, influence decisions, and ultimately impact patient outcomes. Media today expect concise, highly targeted pitches that integrate real-world evidence, patient perspectives, and clear, measurable outcomes – and you’re in competition with a number of important health causes.

Here are five dos and don’ts to help craft a winning healthcare pitch.

Dos:

1. Know your audience
   Tailor your message for your audience. Clinicians may need data-heavy insights, while patients may respond better to empathetic, relatable language.
2. Highlight real-world impact
   Focus on how your solution addresses an unmet need or improves patient care. Real-world examples and case studies make a compelling case for action.
3. Use clear, jargon-free language
   While you may know the ins and outs of all the acronyms relating to a medical device, chances are others won’t. Translate medical jargon into easy-to-understand language to ensure your pitch is accessible to all stakeholders.
4. Leverage credible data
   Back up your claims with solid data from reputable sources. Evidence-based pitching builds trust and increases the chance of buy-in.
5. Keep it concise
   Time is valuable, especially in healthcare. Make sure your pitch is focused and brief, delivering key points quickly and clearly.

Don’ts:

1. Don’t overload with information
   While data is essential, too much can overwhelm your audience. Stick to the most relevant facts.
2. Avoid being too sales-oriented
   Healthcare stakeholders respond better to thoughtful, problem-solving pitches than hard-sell tactics. If you are pitching consumer, you also need to be conscious of the Therapeutic Goods Advertising Code limitations.
3. Don’t assume knowledge
   Not all audiences have the same level of expertise. Always clarify critical points without being condescending.
4. Don’t neglect patient stories
   Data is powerful, but personal stories connect emotionally, which can drive engagement and action.
5. Don’t forget to follow up
   A successful pitch includes a clear call to action and timely follow-up to maintain momentum. As a rule of thumb, if you haven’t heard back after two or three follow-ups, it may be time to shift your focus elsewhere.

In an increasingly complex healthcare landscape, the power of a well-crafted pitch can’t be underestimated. However, executing a pitch that effectively bridges the gap between medical complexity and clear communication requires expertise.

That’s where London Agency comes in. With deep industry knowledge and communication skills, we can create tailored, impactful pitches that resonate with your target audience, whether you’re engaging healthcare professionals, patients, or regulators. By partnering with us, you can ensure your message cuts through the noise, driving the outcomes that matter most to your organisation and, ultimately, to patients.