Healthcare Public Relations Strategies

I didn’t walk into storytelling because it was trending… I walked into it because patients were dying from confusion. One patient in particular changed everything for me. He sat across from me tired, scared, nodding as I explained his condition. A few months later, he came back. But this time, in a worse state. He hadn’t followed the treatment plan I gave him… Because he didn’t understand me the first time. That was the moment I realised that you can’t treat people with words they don’t relate to. You can’t save people who don’t understand what you’re saving them from. And that’s how storytelling became the operating system behind everything we do. From building Aproko Doctor to a community of over 10 million people… To now building AwaDoc; A platform where people can ask health questions without fear or shame… Every time I hit ‘record’, I’m not just sharing information… I’m translating hope into something people can understand. Because in a country where myths and misinformation go viral, content isn’t just communication… It’s infrastructure. We don’t need more grammar. We need more storytellers who can break down complex ideas… And make them feel like the truth in your own language. Health is too important to be boring. That’s why we need to make it heard by making it human through storytelling. Never forget: our stories still matter.

A survey of 7,201 nationally representative members of the public and 1,292 NHS staff members revealed interesting insights about how they view AI's role in healthcare. - Over half of the UK public (54%) and three-quarters of NHS staff surveyed (76%) said they support the use of AI for patient care. - They support the use of AI for administrative purposes (61% of the public and 81% of NHS staff surveyed). - At the same time, around 1 in 6 members of the public and around 1 in 10 of the NHS staff we surveyed think that AI will make care quality worse. - Over half of the public (53%) think AI will make them feel more distant from health care staff, while nearly two-thirds of the NHS staff surveyed (65%) think AI will make them feel more distant from patients. - Nearly a third (30%) of the public think that the main disadvantage of AI will be that health care staff will not question the outputs of AI systems, and so may miss errors. - Medical and dental staff are more positive than clinical staff such as health care assistants and health care support workers about the use of AI.

Five years ago today, WHO held one of the most important press conferences when Dr Tedros declared #COVID19 a public health emergency of international concern — a moment that signaled to the world that we were facing a new global health crisis. It turned out to be unlike any other.   But while scientists, health workers and governments rushed to respond to the new virus, another battle was unfolding in real-time: the fight against health misinformation.   The phenomena of health misinformation wasn’t new, but this was the first pandemic of the digital age. Suddenly, false claims spread faster than the virus itself, reaching millions before experts could correct them. Fear and confusion filled the gaps where reliable information was missing. The stakes couldn’t have been higher.   Dr Maria Van Kerkhove and I reflected recently on what WHO has been doing to prevent false health information from spreading on #SocialMedia:   1. Engaging directly with the public — through #AskWHO live Q&A sessions, press conferences, we have answered real questions in real time.   2. Working with trusted messengers — from frontline health workers and scientists to religious leaders and digital influencers, so that people could hear accurate information from voices they already relied on.   3. Partnering with tech platforms — to ensure credible health information reached more people, while slowing the spread of harmful falsehoods.   4. Expanding access to information in multiple languages — so no one was left behind in accessing clear, verified health guidance.   5. Investing in research and digital innovation — to better understand the ways in which people consume digital content the best and adapt our strategies in real-time.   What we’ve learned about trust:   - Trust isn’t built in a crisis — it must be nurtured before, during, and after emergencies.   - People trust people — authentic, relatable messengers make the biggest impact.   - Transparency matters — being open about what we know, what we don’t, and how we’re learning builds credibility.   One thing is clear: the fight against misinformation is not over. Building and maintaining trust in public health is an ongoing effort — one that requires the commitment of governments, civil society, media, and the industry every single day.   Because trust isn’t a given, it’s earned.

Pharmaceutical and medical device companies face unique challenges in connecting with HCPs, patients, and stakeholders. As traditional marketing methods become less effective and privacy concerns grow, first-party data emerges as a game-changer for our industry. First-party data—information collected directly from customers with their consent—is becoming increasingly crucial for success in digital marketing. With the impending phase-out of third-party cookies, leveraging your own data will be more important than ever. But how can pharma and medical device companies harness the full potential of first-party data? A study by Boston Consulting Group (BCG) and Google revealed that while data-driven marketing can double revenue and increase cost savings by 1.6 times, only about 30% of companies are creating a single customer view across channels. Even more striking, just 1-2% are using data to deliver a full cross-channel experience for their customers. To bridge this gap and gain a competitive edge, industry leaders need to focus on three key actions: 1. Develop a Comprehensive Data Strategy - Instead of collecting data indiscriminately. This might involve prioritizing data from healthcare provider interactions, patient support programs, or clinical trial participants. Assess the value of your first-party data rigorously. Calculate associated costs and risks and develop a clear implementation roadmap. This approach not only streamlines your efforts but also helps secure buy-in from executives—crucial for successful implementation. 2. Test, Learn, and Measure - Start with a specific business case for your data. For instance, you might aim to improve adherence to a particular treatment or increase adoption of a new medical device. Define what needs to be personalized to achieve this goal. While one-to-one personalization might seem ideal, it requires significant investment and time. Focus on a narrow use case—perhaps a specific physician specialty or patient segment—and invest only in the data and technology required to test that particular case. 3. Build Robust In-House Tech Capabilities - Traditionally, pharma and medical device companies have heavily relied on agencies for marketing efforts. However, a hybrid approach may be more effective in the age of first-party data. Consider insourcing your technology stack and capabilities related to data analysis and activation. At the same time, leverage agencies for their strategic perspective, creative content, and media buying expertise. Many agencies are evolving to meet these changing needs, offering everything from à la carte services for mature brands to turnkey solutions for those just starting their data journey. By focusing on these three areas, pharmaceutical and medical device companies can unlock the full potential of their first-party data. This not only improves the customer experience, but also boosts business results. #CXStrategy #pharmaceuticals #medicaldevices #DataStrategy

Your crisis communication plan is useless if you built it backwards. Most organizations start with what THEY want to say. Big mistake. Real crisis communication starts with a simple question: “Who needs to know what, when, and how?” Not your board. Not your PR team. Not your CEO. The people whose lives hang in the balance. Here’s what nobody wants to admit: There’s no such thing as “the general public.” That phrase is lazy thinking disguised as strategy. The “general public” is actually: → Parents picking up kids from school → Shift workers who missed the morning briefing → Elderly residents without smartphones → Non-native speakers in your community → People with disabilities who need different formats → Night-shift nurses just waking up Each group needs different information. Different timing. Different channels. I’ve watched crisis responses crash and burn because communicators got trapped in corporate-speak while families waited for answers. While employees wondered if they still had jobs. While communities needed to know if they were safe. Your audience isn’t a demographic. They’re real people facing real fear. They don’t care about your brand reputation right now. They care about their kids getting home safely. Their mortgage getting paid. Their neighborhood staying intact. The best crisis communicators I know? They can name their audiences. They know where Mrs. Chen gets her news. They get that teenagers won’t check email. They remember that third-shift workers are asleep during your 2 PM press conference. Three questions that should drive every crisis message: → What do they need to survive this moment? → What do they need to make the next decision? → What do they need to rebuild trust? Start with your audience. End with your audience. All of them - specifically. What’s the biggest mistake you’ve seen in crisis communication? Share your story below and let’s learn from each other’s experiences. 👇 The best crisis communicators I know never forget: we’re not managing messages. We’re serving people.

Under the microscope, tissues and cells look complex and beautiful. But without context, their story can be hard to follow, much like the science behind them. That’s why I’m so passionate about accessible science communication. In biotech and life sciences, breakthroughs like gene editing and cell therapies are extraordinary. But if they’re hidden behind technical language, we miss the chance to inspire, build trust, and show their real-world impact. At Thermo Fisher Scientific, I’ve seen how storytelling can unlock that understanding. We tell stories about the researchers, patients and innovators behind science to bring discoveries to life, use formats like podcasting to make complex topics approachable to spark curiosity beyond the lab, and social media to turn small scientific details into moments of wonder for a broad audience. The communicator’s role is to help people see both the beauty and the meaning behind the work so that people can feel connected to it. The most successful science communicators are shifting their focus from complexity to clarity. 💡 They translate research into stories that resonate with non-scientists. 💡 They highlight the why behind innovation, not just the how. 💡 They use plain language without sacrificing scientific accuracy. When we make science more accessible, we don’t dilute it. We amplify it. And in doing so, we bring more people into the conversation, which is where real impact begins.

Recently, I've been drawing and learning quite a bit from Mosoka Fallah on rapid and measured public health response through his work on the spread of Ebola in East Africa. He highlights five crucial measures from his experience during the 2014/2015 Ebola outbreak in West Africa. These steps are essential for effectively managing and mitigating the impact of the virus in the region. Firstly, rapid response is paramount. Every hour counts in managing an Ebola outbreak, and swift action can significantly reduce transmission rates. This involves quickly identifying and isolating infected individuals to prevent further spread. The quicker we act, the more lives we can save. Secondly, public education is crucial. Communities need to be well-informed about how the virus spreads and the necessary precautions to take. Misinformation can lead to panic and counterproductive behavior. Educating the public helps in fostering cooperation and ensuring that safety protocols are followed diligently. This involves using multiple communication channels to reach diverse audiences, including local leaders, radio broadcasts, social media, and community meetings. Thirdly, contact tracing must be rigorous and thorough. Tracking down everyone who has come into contact with an infected person helps in identifying potential new cases early. This step is vital in breaking the chain of transmission. Effective contact tracing requires resources and trained personnel who can act quickly and efficiently.  The fourth step involves adequate protective gear and support for healthcare workers. Those on the frontline are at the highest risk and need proper equipment and training to protect themselves while caring for patients. Ensuring their safety is paramount, not only for their health but also to maintain a capable workforce to combat the outbreak. Finally, regional cooperation is essential. Ebola does not recognize borders, and collaborative efforts between neighboring countries can strengthen the overall response. Sharing information, resources, and strategies can create a united front against the virus, increasing the chances of containment and eradication. These steps, if implemented effectively, can significantly reduce the spread of Ebola and save countless lives. As healthcare professionals, staying informed and prepared is our best defense against such outbreaks. Read more at: https://buff.ly/3RVhvCs #healthcare #publichealth #globalhealth #doctors #hospitals

Since we’re talking healthcare reform, let’s consider: 𝘁𝗿𝗮𝗻𝘀𝗽𝗮𝗿𝗲𝗻𝗰𝘆 and 𝘀𝗼𝗹𝘂𝘁𝗶𝗼𝗻𝘀. Mark Cuban’s transparency ideas: publishing prices, simplifying incentives, and exposing inefficiencies—shows how markets can do much of the heavy lifting. But healthcare doesn't behave like other markets. People aren’t always “rational actors,” and patients aren’t “equally informed consumers.” I'd like to see us leverage AI to help out. By pairing transparency with AI-driven tools, we can address the gaps in rational behavior, improve decision-making, and align incentives across the board. Here’s how AI could support transparency and innovation for each key stakeholder in U.S. healthcare: 🏛️Governments AI can monitor costs, quality, and outcomes in real time, making inefficiencies and disparities visible. Predictive analytics could forecast the impacts of new policies, making Medicare and Medicaid more efficient. AI could also detect and address rampant Medicare fraud, and government could fund AI tool development for doctors, nurses, and patients (below). 💼Insurers as Third-Party Administrators Insurers acting as TPAs could automate claims processing (without default denials), streamline workflows, and reduce errors. Transparent data-sharing with employers and providers would improve coordination while eliminating financial incentives to block care. 🏢Employers (althought I'd prefer we separate healthcare from employment entirely) Employers could use AI to analyze employee health trends, target wellness programs, and reduce absenteeism and workers' comp claims. 💊Pharma Pharma's already adopting AI for drug discovery — bravo! But we desperately need transparency, like Mark Cuban Cost Plus Drug Company, PBC is doing. Why are Americans paying so much for our medicines? 🏥Hospitals/Health Systems AI could optimize patient flow and reduce bottlenecks in emergency rooms and ORs. Transparent reporting on costs and outcomes would help patients and payers compare hospitals and push for better value. 👩⚕️👨⚕️Doctors & Nurses AI could drastically reduce charting, coding, and documentation burdens, allowing providers to focus more on patients. It could also help process the massive amounts of data doctors and nurses need to interpret every day, improving decisions and outcomes. Could be a godsend. 🙋♂️Patients AI could empower patients with tools like a “foundational health” chatbot for basic health concerns, offering self-care advice and directing them to a doctor or ER when needed. Trust me: "My child has a fever" and "Does this cut need stitches" chatbot could help every stakeholder in this list. 💡 The Opportunity Ahead Transparency exposes inefficiencies, and AI helps fix them? Together, they could simplify processes, align incentives, and improve outcomes across the system. If we combine these forces (along with a bunch of other changes, to be clear), we can build a healthcare system that works for everyone.

A lesson from self-driving cars… Healthcare's AI conversation remains dangerously incomplete. While organizations obsess over provider adoption, we're neglecting the foundational element that will determine success or failure: trust. Joel Gordon, CMIO at UW Health, crystallized this at a Reuters conference, warning that a single high-profile AI error could devastate public confidence sector-wide. His point echoes decades of healthcare innovation: trust isn't given—it's earned through deliberate action. History and other industries can be instructive here. I was hoping by now we’d have fully autonomous self-driving vehicles (so my kids wouldn’t need a real driver’s license!), but early high-profile accidents and driver fatalities damaged consumer confidence. And while it’s picking up steam again, but we lost some good years as public trust needed to be regained. We cannot repeat this mistake with healthcare AI—it’s just too valuable and can do so much good for our patients, workforce, and our deeply inefficient health systems. As I've argued in my prior work, trust and humanity must anchor care delivery. AI that undermines these foundations will fail regardless of technical brilliance. Healthcare already battles trust deficits—vaccine hesitancy, treatment non-adherence—that cost lives and resources. AI without governance risks exponentially amplifying these challenges. We need systematic approaches addressing three areas:   Transparency in AI decision-making, with clear explanations of algorithmic conclusions. WHO principles emphasize AI must serve public benefit, requiring accountability mechanisms that patients and providers understand.   Equity-centered deployment that addresses rather than exacerbates disparities. There is no quality in healthcare without equity—a principle critical to AI deployment at scale.   Proactive error management treating mistakes as learning opportunities, not failures to hide. Improvement science teaches that error transparency builds trust when handled appropriately. As developers and entrepreneurs, we need to treat trust-building as seriously as technical validation. The question isn't whether healthcare AI will face its first major error—it's whether we'll have sufficient trust infrastructure to survive and learn from that inevitable moment. Organizations investing now in transparent governance will capture AI's potential. Those that don't risk the fate of other promising innovations that failed to earn public confidence. #Trust #HealthcareAI #AIAdoption #HealthTech #GenerativeAI #AIMedicine https://lnkd.in/eEnVguju

Healthcare is boring for LinkedIn. “Doctors have nothing to talk about.” “Medical content won’t get engagement.” Wrong. Here’s a comment from one of our healthcare clients: “Dr. Saab, reading your words gave me goosebumps. If doctors like you are out there, then truly miracles do happen. Your compassion turns science into hope and healing.” That’s not boring. That’s powerful. What should healthcare professionals talk about? [1] Your why Why did you become a doctor? What drives you every day? [2] Myth-busting “Most people think X about diabetes. Here’s the truth.” Simple. Educational. Valuable. [3] Behind the scenes The moment you knew this was your calling. A breakthrough that changed everything. [4] Make it simple Explain complex medical stuff in normal words. Help people understand their health better. [5] Be human Share your passion. Show your personality. Connect beyond the white coat. The problem isn’t that healthcare is boring. The problem is doctors think they need to sound like textbooks. You save lives. You have knowledge people need. You see hope and healing every day. That’s content gold. Stop hiding behind medical jargon. Start sharing the human side of healing. The world needs your voice.