Healthcare PR professionals face unique challenges: sharing complex medical information, navigating rules and regulations and cutting through the noise to reach your target audience. It’s not always easy to get your message out effectively.
Here’s the good news: press releases remain a powerful tool in your PR arsenal. When used skillfully, they can help you share important news, build credibility and connect with key stakeholders. You just need to learn the ins and outs of healthcare press release distribution.
Tips for Writing a Healthcare Press Release
To create an effective healthcare or medical press release, you can follow a basic press release template. However, there are a few things to consider that are specific to your industry.
Choose a Strong Topic
The foundation of any great press release is a newsworthy topic. In healthcare, there’s no shortage of potential angles, so you’ll need to pick one that aligns with your goals and will interest your audience.
Start by identifying new, different or important things going on in your company. Are you sharing groundbreaking research results? Launching an innovative medical device? Announcing a partnership that will improve patient care? We’ll go over the most common healthcare press release examples below so you can pick the right one for your situation.
Use Quotes and Data
Credibility is everything in healthcare press release distribution, and your press release needs to inspire trust and showcase expertise. Whether you’re discussing the prevalence of a health condition or the efficacy of a new treatment, solid data adds authority to your message. It shows that your news is based on facts, not just marketing hype.
Quotes from company executives and researchers can add authority, boost credibility and explain complex concepts in relatable terms. You can even combine the two by having an expert quote a piece of data.
Avoid Jargon
Healthcare is full of specialized terminology. When you’re immersed in it every day, it’s all too easy to fall into the trap of using too much medical jargon. Remember, your health news release might be read by journalists, investors or members of the general public who don’t have a medical background.
The key is to know your audience. If you’re writing for a specialized medical journal or industry insiders, some technical or healthcare terms are appropriate. But for general media outlets or the public, aim to explain concepts in plain language.
Fact Check – Then Fact Check Again
Inaccurate healthcare press release distribution can damage your company’s reputation. That’s why you should double-check every statistic, date, name and claim in your release. If you’re discussing medical research, make sure you don’t overstate results or make claims that aren’t supported by the data.
You might even want to have a subject matter expert review a medical press release before it goes out. They might spot mistakes or areas that need clarification, saving you from embarrassing corrections or retractions down the line.
Healthcare Press Release Examples
Now that we’ve covered some key tips, let’s look at specific types of health press releases and examples. Each of these serves a different purpose but is an essential part of healthcare PR strategy.
Securing Funding and Contracts
For healthcare companies, securing funding or large contracts shows that others believe in your mission and signals your potential for growth. A funding announcement can attract attention from industry watchers, potential partners and even future employees.
Focus on how the investment will drive your company and your industry forward. Will it accelerate research? Enable expansion into new markets? Fund the development of new treatments? Make these benefits clear to your readers.
Launching a New Product or Service
Introducing a new product or service is one of the most popular reasons for healthcare press release distribution. Your press release should clearly explain what the product does, how it’s different from existing options and why it matters to patients or healthcare providers.
Be sure to include key details like availability and any regulatory approvals you’ve received. If you have early feedback or testimonials from beta testers or medical professionals, include those to build credibility.
Example: Fractal Launches vaidya.ai, a Multimodal Health Assistant
Health Awareness Months
Health awareness months are assigned months that shine a spotlight on specific health topics. There are also health awareness days and weeks. All of these events provide great opportunities for healthcare companies to join larger conversations, increase visibility and showcase their expertise. Use these press releases to share educational content, highlight your company’s related initiatives or announce special events or campaigns tied to the awareness month.
In the example below, a leading hearing care retailer distributed a multichannel news release to promote a campaign for National Protect Your Hearing Month. This branded landing page includes ready-to-use images, plus click-throughs to Beltone’s website, social channels and media contact. It will be distributed to 14,500 outlets and journalists, with international distribution options. Beltone also opted for Guaranteed Paid Placement, which ensures 150,000 impressions.
Example: Beltone Spotlights Unsafe Listening Practices for National Protect Your Hearing Month
Healthcare Events
Events always deserve their own healthcare press releases. Event press releases can drive attendance, generate media coverage and position your company as an active participant in the healthcare community.
Be sure to include key details like date, time, location and any notable speakers or activities. Explain why the event is important and what attendees can expect to gain from participating.
Example: IEHP, Alinea Medical Imaging Host Mobile Mammogram Clinics at Wellness Centers
Crisis Management
In healthcare, crises can arise unexpectedly. Whether it’s a product recall, a data breach or response to a public health emergency, fast, accurate healthcare press release distribution can help you control the narrative and demonstrate your commitment to transparency.
Crisis press releases should be clear, factual and action-oriented. Explain what happened, what you’re doing about it and what stakeholders need to know or do. Include contact information and provide regular updates as the situation evolves.
Example: Aveanna Healthcare Notifies Individuals of Data Security Incident
Rare Disease Topics
Healthcare press releases can bring awareness to lesser-known conditions, attracting attention from specialized media outlets, patient advocacy groups and healthcare professionals. Be sure to provide context about the condition, its impact on patients and why your news matters. Use plain language to explain complex medical concepts.
In the example below, March of Dimes leveraged a multichannel news release along with SocialBoost to announce a campaign to combat preeclampsia, which 1 in 5 families has never heard of. The interactive page includes easily shareable videos, images and flyers, and is guaranteed to get 10,000 page views thanks to contextual audience targeting.
Example: March of Dimes Launches Low Dose, Big Benefits Campaign to Combat Preeclampsia and Preterm Birth
Drug and Device Approvals
Press releases keep stakeholders informed about pharmaceutical and medical device progress. You don’t have to limit healthcare press release distribution to the U.S. and the FDA. Making announcements about approvals from other countries and distributing your press releases around the world can help you establish a global presence.
When you write these medical press releases, be clear about what each step in the process means and what comes next. Avoid making promises about future approvals, as the regulatory landscape can be unpredictable.
Example: Kexing Biopharm’s Albumin-bound Paclitaxel Granted EU Market Approval
Publishing Study Results
Sharing results from clinical trials or other original content is another common medical press release example. These releases can establish your company as a leader in medical innovation and attract attention from both scientific and general interest media.
When writing about study results, strike a balance between accessibility and accuracy. Clearly explain the significance of the findings and their potential impact on patient care. Include quotes from researchers to add context and credibility.
Example: Controlled Clinical Trial Results for FDA-Approved Tinnitus Treatment Device Published in Nature
Make the Most of Healthcare Press Release Distribution
A well-crafted healthcare press release can help you cut through the noise and get your message to the right audience. That’s why press releases are an important part of your public relations strategy. But it isn’t just about the press release. The partner you choose for healthcare press release distribution also makes a big difference.
Need help getting your healthcare news out there? PR Newswire offers expert support tailored to the unique needs of the healthcare industry. From crafting compelling content to strategic distribution, we’ll make sure your message reaches the right people at the right time. Start sending press releases with us today – and start making a bigger impact in your industry.
FAQs About Healthcare Press Releases
How do you write a healthcare press release?
Start with a strong, clear headline that conveys your main message. In the first paragraph, include the most important details (who, what, when, where and why). Use subsequent paragraphs to provide context and supporting information. Include relevant quotes from key figures like executives or researchers. Add data to support your claims, but avoid jargon. End with contact information and a brief company description, and always fact-check thoroughly before distribution.
How does a press release help a healthcare company?
Healthcare press releases can help drive sales for new products or services, build brand awareness and attract investors and customers. Press releases are also a valuable tool for crisis communication and boosting a company’s reputation, for example by showcasing philanthropic efforts.
What are the best channels for healthcare press release distribution?
Share your healthcare press release on your company website and social media channels for direct audience reach. Then distribute it through a reputable wire service like PR Newswire to reach a broad audience of journalists, websites and industry publications. Consider following up with personalized pitches to key healthcare journalists or publications in your field.
Crafting a healthcare press release that gets attention starts with choosing a timely and interesting topic that resonates with your audience. Luckily, there are plenty of newsworthy angles in the healthcare field. Get started finding the right angle for your audience with our guide:
Download 10 Newsworthy Reasons to Send a Press Release.
Then keep it handy for whenever you need press release inspiration!