Press releases have become an essential tool for businesses and organizations to distribute important information to the media and public. This remains especially true in the healthcare & medical industry, where press releases allow medical institutions to make vital announcements and connect with key audiences in a cost-effective way.
Crafting and distributing an effective press release is an art, but there’s also a logical formula which, if followed, will increase the quality of your publicity and marketing reach. Healthcare organizations should follow best practices to create compelling content while also leveraging the right distribution and media channels to ensure their message reaches the intended audience. When done correctly, a well-written release can boost a medical organization’s credibility, attract the attention of professionals, and patients, customers or raise awareness.
What is a Healthcare/Medical Press Release?
A healthcare press release is an official communication distributed by medical institutions and healthcare professionals to provide journalists, media outlets, and the general public with timely information. The overarching goal is to inform audiences while also positioning the organization as an authority in their field.
Press releases in this sector serve diverse purposes, including:
- Presenting new medical research findings
- Introducing cutting-edge technology or medical equipment
- Raising awareness about a public health issue
- Announcing a new hire or appointment
- Promoting an upcoming healthcare conference or event
- Sharing information about a medical new treatment or service
Whatever the specific objective may be, an effective healthcare press release should engage readers while ensuring accuracy and transparency.
Understanding Your Audience
One of the first steps in developing a strong press release is conducting audience research and analysis. Healthcare organizations must have a clear sense of who they want to reach before crafting any messaging.
For example, a press release about a children’s health issue should be tailored towards parents and pediatric care providers. Meanwhile, updates on the latest clinical trials may resonate more with researchers and clinicians directly involved in that field.
While the general public is often part of the target audience, press releases can become more powerful when focused on specific demographics. Resources like patient data and community health reports can provide valuable insights to guide content creation and distribution strategies.
Crafting Compelling Medical Press Releases
When it comes to writing a medical press release, the style and formatting should mirror a standard news article. The goal is to catch the media’s attention by highlighting the most important details upfront.
Here are some best practices to follow:
- Lead with a strong, catchy headline that summarizes the key announcement.
- Include a subheading that provides additional context.
- Open with an intro paragraph covering the Five Ws: Who, What, When, Where and Why. This lede should encapsulate all the critical details.
- Structure the body in an inverted pyramid style, with supporting info flowing in order of importance.
- Close with a quote from a subject matter expert or senior leader.
- End with boilerplate language about the organization.
- Include contact details for media follow-up.
Medical press releases also benefit from:
- Clear, reader-friendly language that avoids excessive medical jargon when possible. Simplify complex topics for general audiences.
- Hard facts, statistics and supporting evidence from reputable sources. Cite all data properly.
- Quotes from doctors, researchers or patients to add credibility and a human perspective.
- Relevant photos, charts, or multimedia elements to increase visual appeal.
- Rigorous fact-checking of all medical claims and terminology. Accuracy is critical.
Optimizing Press Release Distribution and Timing
Even the most well-crafted press release will fall flat without a sound distribution plan. Healthcare organizations must research the appropriate journalists, media outlets, websites, and influencers to target their announcement toward.
Building relationships with healthcare and science reporters is key, as they receive hundreds of pitches daily. Tailoring the release and pitching directly to their interests and preferences can boost pickup rates.
Timing is another major factor. Sending releases to coincide with major conferences, awareness months, or relevant news events increases the chances of securing coverage. Following up at strategic times also improves success.
Monitoring the performance of press releases through metrics like website clicks, social shares, and media placements allows organizations to refine their strategies over time.
Common Pitfalls to Avoid with Medical Press Releases
While press releases present a major opportunity for healthcare organizations, it’s also easy to make missteps when putting them together:
- Overhyping results or making sensationalized claims not fully backed by medical evidence.
- Failing to thoroughly fact-check healthcare data, medical terminology, drug names, statistics, etc.
- Using too much technical jargon or “doctor speak” that goes over readers’ heads.
- Neglecting the standard press release format and structure.
- Not tailoring the content or style to resonate with the target audiences.
- Failing to follow up with media after initial distribution.
By keeping these potential downfalls in mind, healthcare marketing teams can produce higher-quality releases with greater impact.
For today’s healthcare and medical institutions, press releases are an indispensable tool to broadcast important updates, medical achievements, public health messages, and more. But creating a great release is only half the battle. Organizations must also have a sound distribution plan to share announcements with the right journalists and media outlets.
With proper audience research, compelling writing, and strategic follow-up, press releases allow healthcare providers and the medical sector to boost credibility, increase visibility, and ultimately drive patient acquisition and retention. As one of the most cost-effective tactics available, press releases should be a staple of every medical organization’s marketing strategy.
Frequently Asked Questions
What types of announcements warrant a healthcare press release?
Healthcare press releases are useful for announcing new research, medical breakthroughs, product launches, partnerships, events, public health campaigns, executive appointments, awards, and more.
How can I make my healthcare press release stand out?
Use a catchy headline, lead with the most important details, include quotes from experts, use graphics/multimedia, and write in an engaging storytelling style to make your release stand out.
What is the best way to distribute a healthcare press release?
Use a press release distribution service to disseminate to targeted media contacts and leverage your existing relationships with healthcare journalists to improve pickup.
How do I write a press release without using too much medical jargon?
Focus on explaining medical details and terminology in clear, everyday language that general audiences can easily understand. Define any complex terms.
What metrics should I track after distributing a press release?
Track website traffic, social media engagement, media placements and mentions to quantify the reach and impact of your press release. This can inform future content strategy.
