You need not only to target your consumer, but likewise to target your media. But just who are these media folks, anyway? A study I read recently reported that 95 percent of key media personnel are white, 79 percent are male, 46 percent earn over $50,000 a year, 54 percent call themselves liberal, and 50 percent claim no religious affiliation. It certainly sounds like an ivory tower to me. A healthcare pr agency will collaborate to develop effective media campaigns to navigate the ever changing world of the media.
Actually, I’ve found reporters, editors, and producers to be an engaging lot overall, naturally curious, and ever on the prowl for good stories. They consider their career a profession, but it most assuredly is not. Professions—that is, medicine, law, and accounting—are challenging fields of discipline and difficult to learn, all requiring state licensing. Ongoing education and recertification are also required just to keep the shingle up. None of that is true for journalism. Any glib wordsmith with a little luck and persistence can make it on staff or as a freelancer somewhere. Some college experience helps, but even that isn’t vital. Many a healthcare marketing agency will specialise in strategic communications spanning media relations, social media management and digital marketing.
Amazon.com has been optimized for browsing. At a broad level, there are just two ways that people interact with web content: They search and they browse. Most organizations optimize sites for searching, which helps people answer their questions but doesn't encourage them to browse. But people also want a site to tell them something they didn't think to ask. A healthcare communications agency provides you with diverse and effective PR support to ensure your message gets heard every time.
The marketers at Amazon understand that when people browse the site, they may have a general idea of what they want (in my case, perhaps a book for my daughter about surfing) but not the particular title. So if I start with a search on Amazon for the phrase “surfing for beginners,” I get 99 titles in the search results. With this list as a starting point, I shift into browse mode, which is where Amazon excels. Each title has a customer ranking where I instantly see how other customers rated each book. I see reader-generated reviews, together with reviews from other media. I can see “Customers who bought this item also bought” lists and also rankings of “What do customers ultimately buy after viewing items like this?” Create meaningful earned conversations using a pr freelancer for your communications partner.
I can check out customer tags (a way for consumers to categorize a book to purchase later or to aid other consumers) on the item, or I can tag it myself. And I can poke around the contents of the book itself. After I purchase the perfect book for my daughter (The Girl's Guide to Surfing), I might get an email from Amazon weeks or months later, suggesting, based on this purchase, another book that I might find useful. This is brilliant stuff. The strength of a freelance medical writer is its shared experience in conjunction with a personal and individual approach to client relationships.