Use these three types of PR content to boost your coverage in the life science and healthcare industry
9th August 2023 - Last modified 14th September 2023
By Ashley Hayes PhD, Account Executive/Science Writer
PR is an effective marketing tool for life science and healthcare companies, and our previous blog here explains just why. In a nutshell, PR can help your company build trust with the public, and is a cost-effective way to increase your exposure to potential customers and investors.
There are many different ways to tell your story and help make sure that your news is seen by your target audience. So, it’s important to consider the different types of PR content available and think about which are the best ones to develop for your situation – and it’s not always easy! PR content includes magazine articles, interviews, news releases, podcasts and many more, each with its own benefits and considerations.
In this blog, we talk through three of the best types of PR content for the life science and healthcare industries, discussing when to use each type and how to get the most out of them.
(1) News releases
News releases are arguably the most traditional and well-used type of PR content. These are short pieces of news that are distributed to and published by various media outlets, including journals, magazines and newsletters, either online or in print.
This type of PR content is best suited towards messages that can be easily understood in just a few lines of text, and are usually written with an impersonal and objective voice.
News releases are beneficial for businesses of all scales, across many industries. The benefits of these include their immediate exposure to a large audience, their relatively low costs, and the relationships they can help your company build with relevant media outlets. For this reason, news releases are a quick and inexpensive way to build brand awareness and reputation, and can even improve your website traffic and search engine rankings when the release contains links to your website.
(2) Feature articles
Feature articles are longer pieces that give you the opportunity to maybe focus on a particular company event, product or person, or talk about an area that you or your company has knowledge and experience in. These articles often tell a story with more of a personal feel. For example, an article might explain how a company’s technologies can help to solve key problems that are faced by scientists or healthcare professionals, highlight important issues in a certain scientific area, provide methods and tips to get the best results in the laboratory, or put forward data in support of their offering.
A major benefit of feature articles is that they are less likely to lose relevance over time, as they cover more general topics. This makes feature articles a great way to gain media coverage even when there’s no ‘breaking’ company news to report on.
However, publications often don’t accept a feature article if it has already been published elsewhere. You’ll often also have to be careful about the level of promotional language, links, or specific discussion about your products/services. Feature articles should therefore be written with the style of the publication in mind, considering their target audience, submission guidelines and their publishing calendar. Any possible editorial inclusion charges are also worth considering when choosing the right publication for your article!
Most importantly, you (and the media/publishers!) want to make sure an article is relevant to the reader and that it’s an interesting and enjoyable read. Make sure your PR content is valuable and engaging, and you’ll create trust between your company and the audience – while simultaneously presenting your company or in-house expert as a key opinion leader.
Just think, next time someone’s looking to buy or engage with a company, who are they most likely to remember and approach, a name they’ve seen discussing important issues and showcasing their significant knowledge in the sector, or someone they first see popping up on the search engine results page?
(3) Interviews
Interviews are one of the most popular and engaging types of PR content in the life science and healthcare industries. Having trade publications interview leaders or subject experts within your company can establish thought leadership, which is essential for building brand credibility.
Before being interviewed by trade publications, you should consider which interview method might be best for the interviewee. For example, interviews that are carried out over the phone or through Teams, Zoom etc. may encourage a more natural flow of conversation, whereas interviews via email may be best for those that aren’t as confident in answering questions on the spot.
Whatever the type of interview though, planning is the key to success! Preparing interesting stories, anecdotes or statistics before the interview, and practising answers with your target audience in mind can ensure that you’re sending out the right message.
Our top tips for successful PR
For effective PR, there are general tips that can be followed regardless of the type of content that is used. For instance, releasing news regularly, adding interesting imagery and having a good news hook with a clear and concise message will ensure that your story sparks the interest of its readers. And when distributing your PR, several factors should be considered, including the most relevant and impactful media outlets to target, the timing that the release is sent out, and media support that could be used to boost coverage like advertising.
We’re here to help!
Successfully planning PR campaigns and crafting an enticing newsflow, writing and distributing news releases on a regular basis, arranging interviews with top editors, and drafting articles that meet guidelines, the audiences needs and your own company interests is no easy feat.
A marketing agency with extensive knowledge and experience of scientific PR throughout the life sciences, healthcare and industry can help you save time, ensure success, and offer the maximum ROI on your efforts.
Here at Alto Marketing, our team work closely with our clients to choose the best type of PR content for their news stories, ensuring they’re written in a way that will be sure to build brand awareness and credibility with their target audience.
We also have a track record in successful PR distribution. We utilise well-established relationships with media outlets that have been built over the past 20 years, allowing our clients’ news stories to gain coverage in the top trade publications.
From press releases, to feature articles, interviews and more, you can rely on our life science PR reputation and know-how to help you write engaging news stories that will get seen by potential customers and investors.
For more information, get in touch with us here.
