Hospitals and doctors need the services of Public Relations (PR) agencies to create a brand value, reach out to people and navigate the challenges of devising a communication strategy for the same.

Varsha Marathe, Founder-Director of Aspire PR & Strategies, points out that Indian Medical Council Regulations forbid doctors and hospitals from advertising. “In such cases, PR plays a big role. Its impact is way beyond imagination on masses, because news has more value and serious visibility.”

Abhishek Katiyar, Director, Brands2Life, says all the communication of the hospital should be managed and circulated through a formal communication channel, so that the authenticity of the information can be validated. “Healthcare is a delicate and sensitive subject, which needs an organised approach. A PR agency helps the hospital maintain its standard and consistent viewpoint among its stakeholders. There is no scope of grapevine when the information flows from one central point.”

PR benefits for doctors

Reby Abraham, a PR professional, informs that when the hospital gains goodwill, the effect is multifold. “More patients will walk in and trust the doctors in such cases. The medical fraternity will prefer to be associated with a reputed hospital as that enhances their personal brand image. Doctors who work with reputed hospitals also gain preference among their private patients too. Automatically, the eco-system is okay with paying a premium for medical facility at a reputed hospital. So the monetary gains are galore”.

Varsha adds, “PR is purely a content magic, knowing readers pulse and through readers, target your audience. I started my own firm 14 years ago and I have seen immense benefits to my clients.”

PR not only helps doctors in maintaining a humanitarian image but also educates patients on preventive healthcare and more.

Pravin Shiriyannavar, Head, public relations, Bangalore & Kolkata Brand-Comm Public Relations, says, “PR helps the patient ecosystem understand the newest developments in the field of healthcare. It’s a ray of hope for patients who do not have access to information on their ailments. They get to know of experts who have treated some of the rare diseases”.

How it works

The ‘Beat Diabetes’ 2017 campaign by one of the largest hospital chains in India demonstrates the efficacy of engaging a PR agency. The initiative garnered much coverage in different cities. The campaign not only gained popularity but also created awareness.  

When a Mumbai-based nephrologist performed the biggest and only third domino kidney transplant, he got featured in newspapers for his efforts to help patients in unique and complicated situations. Similarly, another hospital in Mumbai got extensive coverage for treating the most obese person in the world recently. Additionally, hospitals that regularly support the community by way of corporate social responsibility initiatives also get spoken about in the media.

However, without putting up ads on billboards, how exactly does PR promote you?

Rajnish Jain, Founder and Group Head of Crossword Public Relations, says, “We promote companies or individuals via editorial coverage. This is also known as earned media. A PR professional’s job is to make contacts in the media so that they can create good coverage for their respective clients.”

Furthermore, Katiyar explains, “PR agency can be used for all the services such as technology and innovation, successful operation, VIP movement, critical case, awareness of ongoing problems, corporate movement, merger & acquisition, financial news etc. Crisis with hospitals are a regular affair but hospitals often make a mess of it. In case of crisis the agency should be informed at the earliest for the mitigation.”

PR for clinics?

Keyur Barad, Founder & CEO, Gecko Worldwide, says, “It [PR] works for all those who have a story to tell. A doctor once establishing his expertise in a said medical domain garners great respect from the fraternity as well as patronage from patients. I think it is important for small entities or large to be a part of the conversation, to move the needle by sharing knowledge and ideas and to constantly stay relevant”.

Talking about doctors who aim to do their own PR, Keyur adds, “I find it difficult to believe any doctor having the time to focus on PR when there are patients lining up in the clinic/hospital. The information network of a PR professional is highly difficult for a doctor or a spokesperson of a hospital to emulate”.

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