Medical technology and pharmaceuticals are heavily regulated in Australia, and traditional advertising is banned (aside from some specific circumstances). However, marketers can still reach the general public through mainstream media.
Public Relations (PR) is the strategic practice of managing and shaping the public image and reputation of companies, causes and products. Through PR, we bridge the company’s objective to the general population through earned media. When executed effectively, it can help expedite the medicine and medical technology approval process, increase brand and campaign awareness and boost product sales.
Additionally, thoughtful communication tactics also build and maintain trust-based relationships with key stakeholders such as patients, healthcare workers, regulatory bodies, politicians and the wider community. This fosters long-term success and brand reputation among key stakeholders and consumers.
Healthcare PR involves activities like crafting impactful health-focused media releases, engaging with earned media, coordinating awareness campaigns, managing crisis communication during public health emergencies and navigating social media to educate and inform the public. These efforts aim to build trust, credibility and a positive reputation for healthcare entities.
PR professionals, whether in-house or an agency, are an essential part of the broader Public Affairs and communications aims, serving as a bridge between organisations and their audiences. By effectively sharing stories of innovation, human interest and community impact, PR professionals help healthcare organisations achieve their operational goals while advancing public health.
Why is PR important in healthcare?
In today’s fast-paced media environment and 24/7 news cycle, PR is essential for creating and maintaining a favourable reputation for healthcare providers, organisations, and initiatives. A strong reputation fosters trust, enhances brand recognition, and sets organisations apart in a competitive and highly regulated healthcare landscape.
PR employs strategic communication to raise awareness of healthcare services, therapies, diagnostics or public health campaigns in an authentic and engaging way. By leveraging targeted messaging through trusted media, social platforms, and direct stakeholder engagement, PR ensures that patients and communities feel informed, respected and connected to vital health services and innovations.
PR is pivotal in driving public health outcomes and influencing health policies. A recent example is the PBS listing of PrEP (Pre-exposure prophylaxis), a daily preventive medication that reduces the risk of HIV infection. Although the drug received TGA approval in 2016, its high estimated cost of $850 per month limited widespread prescribing. However, through strategic campaigns led by public affairs teams, PrEP was added to the PBS in early 2018, reducing the cost for consumers.
By activating media channels and influencing key decision-makers, PR shapes public opinion, rallies support for healthcare causes and advocates for systemic change. This makes PR an indispensable tool for health advocacy, education campaigns and addressing issues like preventative care, mental health and chronic disease management.
