Whether your healthcare client markets a pharmaceutical product, a medical device or an over-the-counter therapy, every successful public relations campaign needs a credible spokesperson. When coming up with your next initiative, take a step back and evaluate the ideal person for the job. Is it a world-renowned physician? Is it a leading expert in the field of research? Is it a celebrity? Or is it a patient? Of course the answer to this depends on your audience and specific public relations strategy, but in my experience, no voice of support can be more powerful than that of a patient advocate and ally.

As healthcare public relations professionals, we support a shared goal of improving patient outcomes. Having worked closely with disease survivors, family members and other friends and loved ones over the years, I’ve seen how patient perspectives can touch, inspire and motivate people to action.

Always view your interaction with a patient advocate as a true partnership. In the traditional media relations space, you can work together to announce the launch of a new product or service, field reporter inquiries, proactively address a topic or comment on an ongoing issue. From a digital PR perspective, aim for ongoing engagement: why not spark Twitter and Facebook dialogue, convene a blogger summit or explore posting a video diary series on Youtube?

After all, it’s all about human connection. And in an era shaped by ever-evolving communications, marketing and media landscapes, that connection needs to speak loudly and clearly.

To reach Taryn:

Phone: 212.840.1673
Email: taryn@blisspr.com
Twitter: @tarynberman
Linked In: Taryn Berman