When launching a new medical company or product, PR is a cost-effective, powerful promotion tool. Effective PR will not only get your company or product seen and heard, but will inspire conversation; get people interested, invested, and active with your company.
A strategic PR plan will ensure that your company generates the awareness necessary for success. The PR plan will outline objectives, goals, message, tactics, audience, budget and timeline, and will produce measurable results.
Here are 4 ways PR can help launch a new medical company or product:
1. Establish brand identity
By offering a story, you can lead the narrative about who you are, why you are here, and what purpose you serve, rather than letting the public fill in the blanks. You can position yourself the way you want to be seen, and avoid risking media portray your company in an undesirable light. You start the conversation and address possible questions before anyone has to ask.
2. Position you as the expert
Establish a spokesperson for your company to talk with media to offer quotes and provide information. The media will then turn to your company as a trusted resource for information. You will become experts - leaders in your industry. Because consumers can be skeptical of paid advertising, your story told through trusted intermediaries will be more credible. In addition to quotes, offer other forms of expert content including video and photography.
3. Raise awareness and increase engagement
With effective PR, people will know your company exists. When searching for information, most consumers turn to the internet. The more your company is featured online in news articles, blog posts, social media, etc., the higher your business will appear in Google search results.
A variety of content including video, infographics and photography, will increase interest and engagement, including post-sharing. 4X as many consumers would prefer to watch a video about a product than to read about it, and 1 in 4 consumers actually lose interest in a company if it doesn’t have video (source: Animoto.com). Additionally, 92% of mobile video consumers share videos with others, according to Invodo.
4. Hiring invested, qualified employees
It is important to also market your company as an employer. Sharing news of recent hires, exceptional staff stories and accomplishments, and promoting a great company culture will attract employees who want to be a part of your team. With a positive brand image, people will want to work for you and will seek you out, meaning less time needed for job posting and expensive recruitment tactics.
Industry Example: PR to launch new medical marijuana dispensary, Solevo Wellness™
Based on a new law called Act 16, signed by Gov. Tom Wolf on April 17, 2016, medical marijuana is protected for registered patients and their physicians. For PA medical marijuana dispensaries, developing brand image and generating awareness, while promoting the benefits of medical marijuana is very important. Because medical marijuana is new in PA, public knowledge is limited and often skewed towards stigmas. A strong brand identity, PR and community education is crucial for company success.
Solevo Wellness is a Pittsburgh based medical marijuana dispensary opening in January 2018. It is expected to be the first dispensary opening in the greater Pittsburgh region. Elisco developed the Solevo name, logo, brand identity, sales materials, and promotional video. Through educational and hiring events, paired with media pitching, press releases and social media promotion, the Solevo Wellness brand is gaining attention. The agency continues to work with Solevo to promote their first dispensary opening in January 2018 in Pittsburgh, as well as future dispensaries in Butler County, PA and Washington County, PA.
Solevo Wellness in the news:
MELANIE GROSS, ACCOUNT EXECUTIVE
Melanie works with a variety of clients including Solevo Wellness, Community LIFE and LIFE Pittsburgh. She is a graduate of Pitt with a B.A. in Media and Professional Communication, with concentrations in Corporate/Community Relations and Digital Media.