How To Write A Healthcare Press Release That Actually Gets Read

Press releases can be powerful, but if you looked at the state of most in healthcare, you’d have no idea.

Most of us (especially in B2B healthcare) are still relying on dry, uninspired formats that completely ignore the fact that there are actual people reading all the valuable information we’re trying to get out there…and this is happening in an age where content alone is building brands and businesses, even in the healthcare space.

What Should Stay

Press releases have always served a purpose and they still do, even in the days of social media.

While in the past the point may have been to get a call back from a reporter, today you’re looking to drive interest from bloggers, media powerhouses, thought-leaders, and interested partners. This means that your press releases should still

• Be concise
• Include quotes
• Make contact easy
• Include a strong lede
• Contain all the traditional elements of a press release (boiler plate, ###, etc.)

Also, don’t forget the power of an experienced PR professional that understands and is connected to the industry. As much as healthcare is moving forward, much of the media, even online media, still operates by old-school rules. Connections and insider-understanding matter in this industry, so don’t think that a Twitter account can make up for investment in professional knowledge and experience.

What Should Go

If you pay attention to healthcare press releases like I do, you’ll start to see patterns that have left us with a world of bland and ineffective announcements in the industry. I’ve put together some of the most common practices to avoid below–use them as a check list next time you’re putting together your next release.

Self-Centered Headlines

In an age where headlines frequently determine whether or not a press release gets read (and where SEO is real), every word counts. This means that as much as you want to lead with the name of your company, it might not be the best choice. For example, which of these headlines gives the reader the most information as to whether they should invest their time to read on?

HealthOxy Launches New EHR API At HIMSS

Mid-Sized Hospital Vendor Launches new EHR API At HIMSS

Healthcare is an enormous industry and we’re all constantly filtering through the deluge of writing and content that falls under the ridiculously expansive “healthcare” umbrella to find what pertains to us. Don’t leave it up to people to guess, and don’t worry–once someone opens your press release, you’ll have plenty of time to let them know the name of your organization.

A small caveat here. If you have a recognizable name or brand to use–whether it’s your organization, a partner, or product–definitely leverage that if it will get you more attention.

Egotistical Introductions

Let’s say you’ve managed to write a great lede that piques your readers’ interest…Don’t ruin that by stuffing the first paragraph full of details about your company that answer exactly zero of the 5 W questions (who, what, where, when, why.) That first paragraph is incredibly valuable content real estate. You don’t want to waste it on things like letting people know the date your company was founded or how many employees you have (unless of course that ties into the point of the press release.)

Facts-Only Releases

This is where a skilled writer comes in, because we have to strike a delicate balance between style and substance in healthcare.

Your release will no doubt feature statistics, scientific information, and technical details. As much as those matter, your release is about more than just relating facts…you want to connect them to a story. Fortunately, there is always, and I mean always a way to connect healthcare statistics with an emotional story or ethical issue.

When you’re planning your release, it can be helpful to make an actual note of that connection and check to make sure it’s something your target readers will connect with.

Not Connecting To More Information

There is absolutely zero reason that online press releases shouldn’t take advantage of additional web content.

When creating your release, you have the option of linking to product and service descriptions, team member profiles in quotes, scientific studies, technical documents, and of course, your general website.

While it might seem obtrusive or excessively modern, I promise, readers won’t mind, and allowing them to learn a little bit on their own can only increase their interest in your announcement.

Ignoring Multi-Media

This ties into the previous point, so I’ll just say it–There is no shame in an infographic.

Same goes for charts, graphs, and even slide decks if they are relevant and of interest to the reader. Make sure any graphics or other media add-ons properly tie in to the subject of your release and you’ll be tapping into one of the most powerful tools in a content creator’s arsenal.

Moving Forward

To get a feel for what journalists, investors, and other readers in healthcare are wading through, take a look at some of the latest press releases in the industry. See which ones grab your attention and pull you in to read all the way to the end. Ask yourself why, and see how your own releases compare. Chances are a few small tweaks can change the response you get when you have news to share.