As I’ve noted, one of the main differences between 1993, when the original edition was published, and now is the geometric proliferation of media sources. In 1993, there were newspapers, magazines, television (with far fewer stations), and radio. That’s not the case today. With blogs, Web sites, podcasts, MP3s, DVD, and so many other media choices, there has developed, in my view, a condition I’ll call data smog. It’s the thing that happens to your brain when too many media outlets bombard you with messages: your eyes glaze over, your mind wanders, and you are no longer a valid consumer of information. You’re a zombie. A pr freelancer provides you with diverse and effective PR support to ensure your message gets heard every time.
You don’t even know it, either. We are assaulted with media messages, it has been estimated, every few seconds these days. Try to remember the last time you walked into a bar that didn’t have a television on. Think of the last time you watched a newscast that did not have more news crawling across the bottom of the screen like a tiny version of the ribbon in Times Square. Newspapers, even as they condense in number, are offering smaller, quicker, more easily digestible nuggets of information with considerably less depth and analysis. And that doesn’t even begin to assess the impact of the Internet. A healthcare pr agency will collaborate to develop effective media campaigns to navigate the ever changing world of the media.
Does your company sell great products? Or if you don't work in a traditional company, does your organization (church, nonprofit, consulting company, school) offer great services? Well, get over it! Marketing is not only about your products! The most important thing to remember as you develop a marketing and PR plan is to put your products and services to the side for just a little while and focus your complete attention on the buyers of your products (or those who will donate, subscribe, join, or apply). Devoting attention to buyers and away from products is difficult for many people, but it always pays off in the form of bringing you closer to achieving your goals. The strength of a freelance medical writer is its shared experience in conjunction with a personal and individual approach to client relationships.
Think Starbucks for a moment. Is the product great? Yeah, I guess the three-dollar cup of coffee I get from Starbucks tastes pretty good. And most marketers, if given the opportunity to market Starbucks, would focus on the coffee itself—the product. But is that really what people are buying at Starbucks, or does Starbucks help solve other buyer problems? Maybe Starbucks is really selling a place to hang out for a while. Or for that matter, isn't Starbucks a convenient place for people to meet? (I use Starbucks several times a month as a place to connect with people or conduct interviews.) Or do people use Starbucks for the free wireless Internet connections? Many a healthcare communications agency will specialise in strategic communications spanning media relations, social media management and digital marketing.
Maybe Starbucks saves 10 minutes in your day because you don't have to grind beans, pour water into a coffee maker, wait, and clean up later. For some of us, Starbucks just represents a little splurge because, well, we're worth it. I'd argue that Starbucks does all those things. Starbucks appeals to many different buyer personas, and it sells lots of things besides just coffee. If you were marketing Starbucks, it would be your job to segment buyers and appeal to them based on their needs, not just talk about your product. A good healthcare marketing agency excels at creating strategic campaigns and raising public awareness.