For hospitals and medical groups, like the Abbott Northwestern Hospital in Minnesota, public relations strategy is focused on several strategic directions:
1. Referral centers
2. Regional providers
3. Academic Centers
4. New Models of Care
To reach these objectives, hospitals need to provide better access, form better relationships with neighboring caregivers and enhance patient relationships.
Abbott Northwestern Hospital was recently listed in Becker’s Hospital Review under 70 Hospitals with Great Cardiology Programs and currently has more than 5,300 employees.
To engage with patients, caregivers and educators worldwide, similar hospitals have on-going community education and public initiatives through owned, earned and paid media.
Owned media generally includes a blog and on-going press releases and journal publishing. Earned media captures mentions across TV, radio and online channels, including social media, using media monitoring platforms like Critical Mention. Paid media may include sponsored stories, social media or Paid Search and Display advertising.
Social Media channels generally include Facebook, Twitter and YouTube. Hospitals have also begun to utilize photo sharing sites, such as Flickr and Instagram… and video syndication and distribution sites.
Insights provided by the Critical Mention media monitoring service