Editor’s Note: This is a long one. Drink some tea and enjoy the ride. Content galore…

Healthcare PR—especially around pharmaceutical companies and healthcare insurance companies—is fascinating indeed. There’s always an “issue of the moment” (like importing drugs from Canada), and the tactics that PR programs use to support healthcare companies’ business goals are broad and often complicated.

Done right, healthcare PR is a testament to the value and influence of our industry. Done wrong, it is just a disaster (for the company, the media, and usually all the target audiences).

Healthcare is PR is, too, extraordinarily complex. Even smaller companies tend to have intricate corporate structures that are difficult for even the most seasoned marketing pros to navigate. Federal regulations control what can and cannot be said or implied, with real consequences for running afoul of the rules. Effective communication about a product or treatment requires a thorough understanding of the relevant disease or condition, and so healthcare PR folks have to become medical specialists.

In examining the PR programs of a wide range of healthcare companies, large and small, it’s immediately apparent that there are some mistakes that are altogether too ubiquitous.

Same Old…

Most healthcare PR programs follow the same outline, whether the company is tiny or huge, old or brand new. Even the clever “big” ideas often seem trite—this is what happens when PR gets stale. Programs have been planned and executed the same way for so long that we all begin to assume that this is the way they must be done (here is a box; let’s get into it!).

PR Just To Say You Did PR

Many healthcare companies take the approach that they (sigh) have to do PR, and so they’ll (sigh) do PR. If it has a positive impact on the bottom line, great, but it often doesn’t, and still the programs are churned out.

Say Nothing. “Say What?”

As I said at the beginning, there are many intriguing local, regional, national, and international issues in healthcare. But most companies hide from them, and say nothing. It’s like when I was in grade school and we had “duck and cover” drills where the teacher came in and stomped her feet and we all got under our desks (because desks are excellent protection from Commies).

Wait For Crisis. Wait For Crisis #2.

Healthcare companies are good at dealing with crises because they have to be. Their responses to product or service problems, attacks from within and without, and news from Capitol Hill are sometimes clear and effective, and sometimes fall flat—but they always make it into the news.

Reality Can Bite Ya

Neither pharmaceutical companies nor health insurance companies do a good job across the board of identifying and leveraging news hooks. Their communication programs usually feel like they were produced in a vacuum, without concern for news hooks, story angles, and information relevant to their constituents (including doctors, patients, and investors).

Solutions R Us

Now, the good news: These mistakes can be remedied! How? Yeah we knew you’d ask!

Find New Blood: Healthcare companies tend to be most comfortable with PR practitioners who have specific experience in their industry and product area. So the talent pool gets somewhat stale. The good news is that there are plenty of incredibly smart and experienced PR folks out there who can bring new ideas to the table.

Break Out Of All Boxes: There’s no manual for what you have to do. Once you’re within regulatory requirements, your only hard and fast objective is to communicate key messages clearly and effectively to all constituents.

Speak Up, Darn It!: Don’t be afraid to speak to reporters about controversial issues—don’t wait until they come to you, and if they do, don’t hide under your desk. Be armed with solid information and clear messages, and you will be appreciated for not being afraid to tackle a newsworthy topic.

Make Some Metrics: It’s simple. Your PR efforts should positively impact your company’s bottom line. Figure out how to measure your PR program.

Seek Ye Angles: If you make a drug to treat high blood pressure, spend a few hours at a nursing home talking to folks who suffer from high blood pressure. Find out how what real impact their condition has on their lives. From this, develop story angles for trade, business, and consumer media.

Monitor Wisely And Always: Effective media monitoring will keep you apprised of all the news that’s relevant to your business. Make sure you’re getting weekly (or daily) monitoring that is constantly useful, and adjust your PR plans accordingly.

Need solutions? Drop us a line and tell us your problems. We’ll respond pretty quick!

Erin Mitchell is RLM’s Director of Business Development and the editrix of this newsletter.