We spoke with Porter Novelli‘s new global director of health Susan Hayes the other day about some of the latest trends in healthcare PR. Among them is the move to online. Healthcare companies and brands have historically been slower to move to digital and social media because it’s closely regulated. However, with everything moving to the online world, that’s changing.
“It’s really about understanding where your influencers are and how to reach them,” Hayes said. Consumers and other target audiences are doing their research online, whether it’s about trying a new diet or finding information about various procedures. And the decision making process for many organizations has changed. So “following the purchaser and being where they are” is important, she said.