What About Blogs?
According to the Pew Internet and American Life Project, more than half of all Americans search for health-related information online. Across the nation, people are turning to the web to learn more about diseases and their symptoms, research medical treatment options and even select a doctor or medical facility. And these consumers are not just going to medical resources (like WebMD and Mayo Clinic), Wikipedia and company pages: they’re also consulting trusted blogs for their healthcare information and support.
If you are in the healthcare industry, developing and nurturing relationships with strategic bloggers should become a part of your communications strategy. Unlike traditional reporters, bloggers often focus on niche topics that news outlets tend to cover sporadically or reactively. This micro-specialization on the part of bloggers is a nice match for healthcare companies, especially those dealing with rare diseases or little-known conditions.
As experts in their fields, bloggers share their knowledge and any relevant information with their online followers. The power of blogs cannot be denied: these influential writers can create near-instant trends, generate buzz about a product or service, and most importantly, endorse a brand.
To plug into this online phenomenon, you should first identify the most popular and influential bloggers among your potential consumers. Think beyond healthcare bloggers. For example, moms’ blogs can be a great outlet for a company that offers health-related products for children.
Next, select bloggers who are receptive to your brand. (Don’t bother going after a blogger who has a lot of negative content about your product on his site.) Keep in mind, though, that it is not enough to find open-minded bloggers; they should also be able to create content in the format you need. For instance, don’t expect a blogger writing short posts to produce a high-quality video webcast.
Finally, before you reach out to bloggers, think about value exchange: what can you offer a blogger and what results can you expect from developing such relationships? Consider offering bloggers a sneak peak at a new service or product, arrange for them to interview an industry expert or their “hero,” or when appropriate, even provide giveaways for their online followers.
As bloggers gain more and more power in influencing consumers’ decisions in health matters, blogger relations has taken on an increasingly important role in communications strategies. Today, developing contacts with key online influencers is a central or “springboard” tactic rather than the add-on it was just a few years ago.
Nina Dunn is a communications and media relations specialist at Spector & Associates. In her current role, Nina works with the agency’s healthcare and pharmaceutical clients, helping them develop effective thought leadership campaigns and communications strategies. You can reach her at Nina@SpectorPR.com or follow her @Spector_Health.
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