Are your marketing efforts barely making a dent? You may need the expertise of a medical PR agency if:
- Your brand awareness is low, and competitors are dominating the conversation.
- Your current strategies feel scattered, with no clear direction or measurable results.
- You’re spending time and money on marketing but seeing little return on investment.
If any of these sound familiar, it’s time to consider professional help. A medical PR agency specializes in positioning healthcare brands for success, ensuring your message reaches the right audience effectively. Here’s how to tell if it’s time to bring in a PR expert.
Signs You Should Hire a Medical PR Agency
The healthcare industry is one of the most competitive, with over 780,000 healthcare companies in the U.S. alone. On top of that, 75% of hospitals have a direct competitor within 15 miles. If your organization is feeling the pressure, these signs indicate it might be time to seek PR support.
1) Declining Patient Volume
Few patients are walking through your facilities, and it could potentially be a result of weak brand positioning. A medical PR agency can build a strategic plan so that you can show the public your expertise and what makes your practice different from the others.
For example, the Wisconsin-based system Aurora Health Care dealt with low patient volume in some regions. To offset this, they ran a multi-channel campaign with TV spots, print ads, billboards, and social media posts touting their high-level of care. The result? A 37% increase in patient volume in key regions.
2) Low Brand Awareness
If prospective patients haven’t heard your name, they won’t be looking for your services. By conducting targeted media placements, establishing influencer partnerships, and engaging with the community, a medical PR agency can help to create brand awareness.
There is Anne Arundel Medical Center, which held a social media campaign urging people to post “stachies” (selfies featuring mustaches) to support men’s health awareness. Their website received heavy traffic, and more patients actively engaged with their existing services.
3) Poor Website Performance
Your website is typically the first interaction patients will have with your brand. If it’s slow, old-fashioned, or hard to navigate, you’re losing potential patients before they even book an appointment.
71% of patients will seek a different provider if a healthcare website fails to provide clear service or office hour information, according to Wordstream. The Mayo Clinic’s website is an example of excellence, with easy navigation and no nonsense CTAs leading visitors directly to what they need.
4) Lack of Patient Engagement
Strong patient engagement builds trust and loyalty. Without it, patients may feel disconnected from your brand. A medical PR agency can create compelling campaigns that encourage meaningful interactions.
United Healthcare’s “We Dare You” campaign, for instance, dared patients to take on small, healthy habits, offering prizes for participation. The campaign created a viable ecosystem and established the brand as a trusted health collaboration.
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5) Inconsistent or Weak Social Media Presence
If your social media has gone dark or is inconsistent, you’re missing out on a vital patient connection point. Hence, hiring a digital marketing agency is crucial to keep your brand alive on the social media platform.
Arkansas Children’s Hospital, for example, has used real images of doctors, staff and volunteers instead of stock images to put a more human face on its marketing. Being real helps forge better connections with patients and their families.
6) No Data-Driven Marketing Strategy
A medical PR agency doesn’t make guesses about what they think works—they rely on data and analytics to help drive decision making. Unless you are tracking the success of your campaigns, you are probably wasting resources.
Start with assessing your existing data collection. Are you measuring engagement rates, website visits, or media placements? A PR professional can help you to create a more efficient mechanism for measuring success and adjusting your strategy accordingly.
7) Getting Lost in the Competition
If patients remember your competitors more than they remember you, your brand isn’t standing out. A medical PR agency will generate high-impact messaging, media placements, and establish your brand as a cornerstone leader in the field.
It’s not just about offering a good service — it’s about making sure people are aware you offer a good service. The right PR agency can help make sure your brand stays in sight and mind, writing about your accomplishments.
What to Look for in a Medical PR Agency
Not all PR firms understand the unique challenges of the healthcare industry. Here are the key traits to look for when hiring the right partner:
- Industry Expertise – They should have deep knowledge of healthcare policies, regulations, and media trends.
- Creative Storytelling – Your agency should craft narratives that make your brand memorable.
- Strong Media Connections – Relationships with top-tier healthcare journalists and influencers are essential.
- Analytical Approach – A great PR agency will use data to measure the success of campaigns.
- Proven Track Record – Ask for case studies, testimonials, or media coverage examples.
- Crisis Communication Skills – In healthcare, reputation management is crucial. Ensure they have experience handling PR crises effectively.
- Clear Communication – A good agency keeps you informed and works as an extension of your team.
- Passion for Healthcare – Choose a team that genuinely cares about improving patient outcomes.
Take the Next Step with a Medical PR Agency
Partnering with a medical PR agency like Otter PR can easily elevate your brand, garner patient trust, and keep your practice competitive. When you are ready to stop wasting valuable resources on bad marketing, it is time to call in the professionals.
With a focus on driving real results for healthcare brands, we not only help clients get featured in top media, but also manage reputations and develop strategic PR campaigns. Want to see how we can transform your brand? Book a strategy call today.
