From Headlines to Healing: What Makes Great Healthcare PR?
By Mike Dame
In healthcare, public relations should go beyond seeking media coverage—it should build trust, strengthen relationships, and ultimately improve patient outcomes. This is especially important in a world where brand loyalty can be fleeting.
After nearly four decades in communications, including 14years in healthcare, I’ve seen PR evolve from the days when a single press release shaped public perception to an era where a social media post sparks instant, widespread reactions. While I once waited for the evening newscast or morning papers to measure impact, today’s world demands immediate, transparent responses.
Yet the core principles remain unchanged: lead with empathy, be transparent, and connect with purpose.
Three Pillars of Great Healthcare PR
Building trust, showcasing impact, and communicating with clarity and humanity are the foundations of effective healthcare PR.
Trust Starts Before a Crisis
Trust is built long before a crisis hits. Consistent engagement through media, social platforms, and local events establishes your credibility.
Share stories of healing, spotlight dedicated caregivers, and provide clear, useful health information. Whether through blog posts, short videos, or live Q&As, these efforts humanize your brand and build lasting credibility.
Proactive communication ensures your voice is heard when people seek information—especially when misinformation arises.
Brand Journalism That Reflects Your Purpose
Powerful healthcare PR is more than promoting new services.It’s about telling real stories that touch lives and build connections.
For example, a “Faces of Care” campaign featuring patient interviews and staff stories can boost both community engagement and employee pride. When local families thank caregivers by name and staff feel valued, the impact is powerful.
Brand journalism allows you to tell your own story—whether you’re highlighting efforts to improve health equity, responding to challenges, or celebrate exceptional caregivers.
To get started, consider these ideas:
· Interview frontline staff for authentic perspectives and experiences.
· Gather patient testimonials (with permission) to showcase real impact and outcomes.
· Host live Q&A sessions with clinicians on social media to answer common health questions or dive deep into a specific condition.
· Share wellness tips or behind-the-scenes content through photos or video.
Be sure to include diverse voices that reflect your community; it’s important for your audience to see themselves reflected in the stories you tell.
Communicating Through Crisis
Healthcare inevitably faces sensitive, high-stakes situations—like data breaches or service disruptions—that can erode trust if not handled well.
Effective crisis communication starts with empathy: be human, be clear, be fast, and be honest. A strong plan, trusted media relationships, and a patient-focused culture let you respond quickly with accurate information and caring follow-up.
Be ready to counter misinformation in real time. In a fast news cycle, the first credible source sets the narrative. Let that be you.
Moving Forward
Technology will keep changing healthcare PR, from AI-driven engagement to new storytelling formats. But one thing won’t change: patients want to be heard, to trust their providers, and to receive transparent communication.
Great healthcare PR is a long-term investment. By intentionally shaping your narrative, you inspire pride within your organization and build lasting trust with patients and the community.
The true goal: show that you’re here to serve, not just to sell.