With digital disruption, patients are more aware about treatments options. This new attitude among patients has been observed in last couple of years which the doctors never anticipated? Patients now are much more informed; they have presence on all social networks and search engines, which influences their decisions and questions.
Patients now, are more prone to do a Google on their ailment they are suffering, the best doctor available, advisable treatment and medicines. They also read more on the different treatment options available for the disease and consequences of the same. With information, patients have become knowledgeable (though this can be argued, based on the authenticity); but they now ask doctor for more information on the ailments, diseases and debate on best possible treatments.
The media for quite some time observed this trend and launched columns and wellness supplements in there publications. Even TV Channels, Websites, Radio stations have dedicated special shows and sections for the public at large which focuses on healthcare. Most of the issues are related to Health, Wellness, Fitness and diet. Through extensive coverage is given to Health based stories, New technologies in hospitals, successful case studies, Yoga, Wellness columns by eminent doctors, Q & A based columns, etc. These articles quote expert doctors, and which helps to build influence on doctors expertise and specialty.
This phenomenon suddenly gave a boost to Healthcare PR. Healthcare PR professionals often publicize the doctors, treatment and diseases. Well this is for what they are known for. But they also do a lot of other things like
- Provide information on wellness / diseases / trends of diseases
- Crisis management of medicines / doctors/ hospitals
- Information on new diseases and treatments
- Creating awareness on existing incorrect policies
- Lobbying for passing of regulations
- Website designing and engagement
- Social media engagement
- Doctor’s brochures
- Promotion of CMEs
- Co – branding with NGOs for mass awareness
- Doctor – To – Doctor marketing for references
Healthcare PR professionals have become an intrinsic part in spreading word-of-mouth awareness and publicity about the Doctors.