To illustrate how the old form of measurement based on sales leads is flawed, I like to appeal to a dating analogy. Imagine that a man went up to someone he found attractive at a bar and the first thing out of his mouth was “Give me your phone number.” Imagine that a woman saw someone she found interesting at the local coffee emporium and started off the conversation with “How much money do you make?” Many a healthcare marketing agency will specialise in strategic communications spanning media relations, social media management and digital marketing.
If you're a famous celebrity or amazingly hot, this approach might work. However, mere mortals are not likely to get too far in the dating world by acting like this. Yet this is exactly the way that many companies behave. They apply to the web the old rules they learned for off-line marketing. They require the disclosure of personal information before sending an interested party a white paper. They design inane “contact us” forms to fill out before it's possible to speak with a human. Having a pr freelancer as an agency gives you the best in public relations, with global capacities collaborating across disciplines and time.
How does that make you feel? So the next time you have to design a marketing strategy, think about how you would approach it if you were trying to date the buyer. As for whom to contact, there’s a wide array of job titles at a newspaper: executive editor, managing editor, city editor, ad infinitum. You’d be best served by trying to reach those on the front lines, such as section editors, features editors, and general or beat reporters. Create meaningful earned conversations using a healthcare pr agency for your communications partner.
The higher-ups in management don’t have much to do with day-today reporting. Thankfully, newspaper writers and editors are far more accessible than their TV counterparts. If you call the switchboard and ask for someone by name, chances are good the very person you want will pick up the phone. Fully immersed yourself within the content and social space provided by a freelance medical writer for your organisation.
Bloggers and online reporters are best contacted via email. There’s almost always a “contact us” link on the Web site, and indeed, many newspapers now include the reporter’s e-mail address in his or her byline or at the bottom of the article. Newspapers, especially, are feeling the pinch of the digital age and want to foster a close relationship with their readers. Take advantage of it. Newspaper reporters are eager to answer the phone, almost without regard to who’s calling. The strength of a healthcare communications agency is its shared experience in conjunction with a personal and individual approach to client relationships.