| Many medical device, pharmaceutical, biopharma, and | | | | want to create. If, for example your company is |
| life science companies choose to call on the expertise | | | | looking to use PR as a vehicle for clinical trial |
| of a healthcare or medical public relations agency to | | | | recruitment, then you should seek an agency that |
| help them develop and drive their key messages out | | | | has previously managed successful recruitment |
| to key constituencies, including physicians, patients, | | | | campaigns. Similarly, if you were announcing that your |
| investors, payors, advocacy groups and influential | | | | company has achieved a regulatory milestone or |
| clinical thought leaders. What factors should medical | | | | published critical data, you would want to ensure that |
| companies consider in evaluating and selecting a public | | | | your PR firm has experience in these situations. Each |
| relations agency to represent them? | | | | agency you interview should be willing to provide |
| The first thing healthcare companies should look at is | | | | case studies of previous work. |
| the match between their own requirements and the | | | | The people who are being put forward to manage |
| range of services offered by the healthcare PR firm. | | | | your assignment deserve special attention. Some |
| There are many agencies out here but no two | | | | agencies have only a broad and collective experience |
| provide or specialize in exactly the same thing or | | | | in healthcare public relations instead of the particular |
| things. It is essential that companies clearly identify | | | | medical experience you may need. Consider that the |
| what deliverable they are seeking and find a firm that | | | | specific experience of the people you work with will |
| focuses on providing that result to their clients. | | | | have a direct bearing on the success or failure of |
| Another point for healthcare companies to consider is | | | | your venture. |
| that the PR firm should be able to support any claims | | | | Identifying the right PR firm to represent your |
| they make about their capabilities with a track record | | | | company will involve meeting these people and |
| of work with medical companies. Medical PR is not | | | | discussing your objectives and measurements of |
| the same thing as general public relations. It is a highly | | | | success. Ask for their medical credentials and |
| specialized discipline in which most agencies have little | | | | accounts of their prior achievements that are |
| to no experience. Companies that are looking for a | | | | relevant to your situation. Understanding their |
| partner to present information about their therapies, | | | | capabilities and level of experience will ultimately help |
| products or research should look for a PR agency | | | | you make the right decision for your business. |
| that has directly relevant experience and knowledge. | | | | As changes in technology bring forth greater |
| For example, the U.S. Food and Drug Administration | | | | opportunity to provide better products and services, |
| (FDA) has a clear code of conduct for marketing and | | | | so has it brought changes to the way public relations |
| advertising to which medical device, drug and | | | | is conducted. In addition to traditional forms of media |
| biopharma companies must adhere. The PR agency | | | | coverage such as television, radio, and print, todays |
| that represents you needs to have a clear | | | | public relations firm must embrace and be fluent with |
| understanding of evolving guidelines and how they | | | | other forms of Internet-based delivery to be |
| may impact your business. The agency must also | | | | successful. One approach is through work with social |
| have an intimate understanding of the regulatory | | | | media to reach patients, advocates, doctors and |
| processes that your key products are navigating. | | | | others. In a shifting media environment, its crucial that |
| Ideally, companies should try to find an agency that | | | | the PR agency you select have experience using |
| has already developed and executed successful PR | | | | online techniques to connect with your target |
| campaigns in areas that are similar to the one you | | | | audience. |