PR for healthcare
Healthcare PR: earning trust with health journalists
Healthcare PR has a higher bar than almost any other sector. Health reporters check sources, read the studies and avoid anything that looks like a cure claim. Hospitals, providers and health companies earn coverage by offering credible clinicians, real patient stories with consent, and data that adds to the public conversation.
Story angles that work for healthcare
Journalists do not cover companies, they cover stories. These are the angles that most often earn healthcare coverage:
- Peer-reviewed results explained by the clinician who led the work
- A patient story, shared with consent, that illustrates a wider issue
- Expert comment on new guidance, outbreaks or policy changes
- Local hospital firsts, such as new procedures, equipment or services
How to run healthcare PR yourself
- Pick one story. Choose the strongest angle above and write it in one sentence. If you cannot, the story is not ready.
- Build a short list. Find the 20 to 50 reporters who have covered healthcare recently. A short list that fits beats a long list that does not.
- Write a personal pitch. Three short paragraphs: the news, why it matters to their readers, and what you can offer such as data, interviews or images.
- Follow up once. Three to five working days later, add something new rather than "just checking in".
- Track what lands. Note who replied and what they wrote about, so your next pitch is warmer.
What reporters on this beat want
- Link to the study or data behind every claim. Health editors will check.
- Make a qualified clinician available. Many outlets will not quote a marketer on medical topics.
Mistakes to avoid
- Overstating results. One exaggerated claim can damage a reporter relationship for years.
- Offering only a marketing spokesperson on a clinical topic.
Who covers healthcare
InsightFuse lists 10,391 journalists, editors and producers whose role or outlet points to healthcare coverage, across 125 countries. Here is where they work and what they do.
Where they work: top outlets and employers
- Novartis
- Johnson & Johnson
- Ashfield, Part of Udg Healthcare PLC
- FCB Health
- Unitedhealth Group
- Parexel
- Any
- Ert
- Abbott
- Pra Health Sciences
- Mmodal
- Abbvie
| Country | Journalists |
|---|---|
| United States | 5,120 |
| United Kingdom | 1,060 |
| India | 912 |
| Canada | 403 |
| Australia | 265 |
| Germany | 169 |
| South Africa | 127 |
| France | 107 |
| Role | Journalists |
|---|---|
| Writers | 4,243 |
| Editors | 3,427 |
| Producers | 896 |
| Journalists | 450 |
| Section and senior editors | 308 |
| Editors-in-chief | 298 |
Counts come from the InsightFuse database and include only people with editorial job titles. Names and contact details are available inside the app.
Browse journalists on these beats
Related guides
Frequently asked questions
What is healthcare public relations?
Healthcare public relations manages communication between hospitals, health companies and the public through the media. It includes research announcements, patient stories, crisis communication and expert commentary.
How do hospitals get positive press?
Hospitals get positive press by making clinicians available for timely expert comment, sharing patient success stories with consent, and announcing new services with a clear local impact.
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