HOW TO CHOOSE THE RIGHT HEALTH PR AGENCYThe right public relations agency can make or break a marketing campaign. When it comes to specialist sectors like healthcare PR, it is even more crucial you find a knowledgeable and health conscious PR agency.

Knowledge• Is the organisation knowledgeable and experienced in the

field?• Effective understanding and proper use of medical

terminology can be crucial when it comes to marketing and communicating healthcare products.

• Keeping up to date with the major health care trade publications and journals will ensure the agency is abreast of all the latest news and information relating to the industry.

Connections• The world of public relations is all about connections. • Building and managing relationships with industry experts

and the local and national press is critical to the success of an effective PR campaign.

• It is important that you source an agency which has strong relationships with the media and a catalogue of contacts in the health and science industry

Adaptability• Healthcare involves catering for a broad range of issues

and specialist sectors. • The agency needs to be adaptable and capable to deal

with these various fields, issues and challenges in a sensitive and practical manner.

Legislation• Public relations is a minefield of legislation, rules,

regulations, action groups and associations. • It is important that an agency has a full understanding of

what is required to communicate effectively within the healthcare industry.

Creativity• With public relations it is all about being first and giving

the people something they haven’t seen or heard before.• Regurgitating data or ideas from other agencies or

presenting information in a repetitive and bland manner will lead to underperforming campaigns.

• Find an agency with creative and original ideas and tactics to getting your communications out there to as wide an audience as possible.

Experience & Expertise• You are entrusting your communications and the

reputation of your organisation in the hands of a specialist agency.

• You need to make sure that they are experienced enough to deal with the responsibility and challenges they will face, particularly in the healthcare industry.

• Make sure there are a number of people experienced and knowledgeable enough to deal with your account.