The healthcare sector is vast, complex, and often overwhelming for the average consumer. From pharmaceutical companies and hospitals to health tech startups and wellness brands, the landscape is crowded, competitive, and increasingly dependent on public perception. In an industry where trust is paramount and consumer behavior is influenced by a range of factors—insurance, regulations, medical outcomes, and personal experiences—healthcare public relations (PR) plays a crucial role in shaping the reputation of any organization.
For large healthcare institutions, the importance of PR cannot be overstated. But for small healthcare brands, whether they’re emerging biotech companies, health tech startups, wellness apps, or boutique healthcare providers, PR becomes an even more essential tool for differentiation. Unlike their larger counterparts, small brands must compete not only with each other but also with the vast ecosystem of established players who dominate the market. Thus, small healthcare brands must approach their PR strategy in a nuanced and strategic way, focusing on building trust, establishing authority, and differentiating themselves in a crowded and often skeptical market.
In this op-ed, we will explore the critical role that healthcare PR can play in the success of small healthcare brands, how they can leverage PR strategies to their advantage, and the ethical and practical considerations that must guide their efforts. Through specific examples, we’ll highlight brands that have successfully navigated the complex world of healthcare PR and demonstrate how small players can make a big impact.
I. The Role of Healthcare Public Relations
Healthcare PR is an essential component of how healthcare brands communicate with the public, shape their image, and engage with key stakeholders such as consumers, healthcare professionals, regulators, and investors. Unlike industries with less tangible products, healthcare often deals with deeply personal matters, making trust and transparency critical.
For small healthcare brands, PR serves several important functions:
1. Educating Consumers
In an industry rife with jargon and complex regulations, small healthcare brands must use PR toeducate consumers. Whether the brand is offering a new health technology, a wellness service, or an innovative medical treatment, educating the audience insimple, accessible terms is a key strategy. Brands must demystify their offerings and help consumers make informed decisions about their health.
2. Building Trust and Credibility
Healthcare decisions are highly personal, and patients or consumers need to trust a brand before engaging with it. For small healthcare brands,credibility is everything. PR helps establish credibility by leveraging expert testimonials, highlighting successful case studies, and fostering atransparent narrative about the brand’s mission and values.
3. Creating Brand Awareness and Differentiation
Small healthcare brands need to be strategic in differentiating themselves from the competition. Through media placements, influencer partnerships, and targeted campaigns, PR efforts can help elevate the brand’s unique selling proposition (USP). Effective PR creates brand recognition and gives a small company the visibility it needs to stand out in a crowded market.
4. Navigating Crises
Healthcare brands, particularly in today’s volatile media landscape, often face crises ranging from product recalls to regulatory issues or public scrutiny. Small brands need to be prepared for crises with a well-thought-out PR plan that allows them to respond quickly, with transparency and empathy, to maintain public trust.
II. Key Strategies for Effective Healthcare PR for Small Brands
Small healthcare brands often operate with limited resources, but the right PR strategy can help maximize impact. Here are several proven strategies that small healthcare brands can use to achieve PR success:
1. Focused Storytelling: Be Relatable and Human
For small healthcare brands, storytelling is a powerful tool. Unlike larger, more corporate entities, small healthcare brands have an opportunity to create anauthentic, human connection with their audience. Whether it’s through the story of the company’sfounder overcoming a personal health challenge or a patient success story, these narratives can resonate deeply with consumers.
Example: Headspace
One of the most prominent examples of storytelling in healthcare PR is themeditation app Headspace. Founded by Andy Puddicombe, a former Buddhist monk, Headspace’s PR strategy effectively focuses on personal stories and the life-changing benefits of mindfulness. The company’semphasis on mental health and well-being resonates with a broad demographic, helping it stand out in a wellness market that’s often flooded with noise.
By focusing on authentic, personal storytelling and the positive impact of mindfulness practices on mental health, Headspace was able to establish a strong, relatable brand identity. Their PR efforts were crucial in growing the company from a small app to a leading voice in the wellness space.
2. Strategic Media Outreach: Target the Right Audience
Small healthcare brands need to be targeted in their media outreach. Rather than trying to secure coverage in every major outlet, focus onspecialized publications and media that cater to the niche audience you want to reach. For healthcare brands, this often means targetinghealthcare trade publications, medical journals, wellness blogs, andinfluencers within specific medical fields.
Example: Everlywell
Everlywell, a health and wellness brand that offers at-home health testing kits, used a targeted PR strategy to grow its brand. The company focuses on health and wellness publications and influencers who advocate for preventative healthcare. By strategically placing articles in Health.com and partnering with popular wellness influencers, Everlywell has built a loyal following, especially among consumers who are interested in more control over their healthcare decisions.
Additionally, Everlywell’s media placements in major outlets like The New York Times and USA Today helped establish the company as an authority in the at-home healthcare space. Their PR strategy allowed them to reach a wide audience while focusing on their key consumer segments: health-conscious individuals and those seeking convenience in managing their health.
3. Leveraging Partnerships with Thought Leaders and Influencers
One of the most effective PR strategies for small healthcare brands is to partner withtrusted healthcare experts and influencers who can lend their credibility to the brand. Influencer marketing in healthcare is not about finding celebrities or high-profile figures but about working withthought leaders who have an engaged and trusted audience.
Example: Theranos (Lessons Learned)
Though Theranos ultimately became a cautionary tale of healthcare PR gone wrong, the company initially gained massive attention by leveraging high-profile partnerships with influential figures in the healthcare sector, including former U.S. Secretaries of State, high-ranking business leaders, and renowned scientists. However, the company’s downfall showed the danger of over-relying on public figures without having a solid product foundation to back up the hype.
While Theranos’ PR strategy of securing high-profile endorsements worked in the short term, it was the lack of transparency and failure to deliver a product that led to its collapse. The key takeaway here for small healthcare brands is that authenticity and product integrity should be central to any influencer or thought leader partnership.
For smaller brands, partnering with local healthcare professionals,wellness advocates, or specialist bloggers within a specific field can boost credibility and trust—especially when the influencer’s message aligns with the brand’s values.
4. Engaging Through Social Media and Digital Channels
For small healthcare brands, digital media offers a cost-effective and impactful way to engage with consumers directly. Small brands can leverage social media platforms such as Instagram, LinkedIn, Twitter, and TikTok to distribute health content, share educational resources, and even engage with followers through live Q&A sessions or behind-the-scenes looks at the company’s work.
Example: 23andMe
23andMe, a direct-to-consumer genetic testing company, built a strong presence on social media and used it effectively to engage with its audience. The company leverages Instagram to promote customer success stories and share personal experiences of consumers who’ve used their genetic reports to learn about their health risks. By creating content that speaks to consumers’ curiosity and desire for personal discovery, 23andMe fosters a sense of connection and community.
5. Crisis Communication and Transparency
Healthcare brands, especially those dealing with new products or services, must be prepared for crises, whether they are related to product recalls, customer complaints, or regulatory hurdles. When these issues arise, small healthcare brands must respond quickly, transparently, and empathetically.
PR in crisis situations involves clear, honest communication with the media and the public. In healthcare, where public trust is critical, a lack of transparency can quickly erode a brand’s reputation.
Example: Johnson & Johnson (Talcum Powder Lawsuit)
In 2018, Johnson & Johnson faced a massive PR crisis due to a lawsuit regarding its talcum powder product. Though the company initially denied the claims, over time, it became clear that J&J had to confront the issue head-on to restore public confidence. While the PR fallout from this crisis was immense, J&J’s later efforts to emphasize their commitment toproduct safety and consumer health helped rebuild their brand, even though the crisis continued to affect their reputation.
For small healthcare brands, a well-thought-out crisis communication plan can be the difference between survival and failure. It’s important to react quickly, be transparent, and maintain a strong message of accountability.
III. Conclusion: The Power of Healthcare PR for Small Brands
In today’s healthcare ecosystem, small brands face significant challenges, but they also have unique opportunities to leverage public relations tobuild trust, gain visibility, and engage with consumers. By focusing on authenticity, building strong media relationships, and usingtargeted digital marketing and thought leader partnerships, small healthcare brands can stand out from the competition and create meaningful impact.
Ultimately, healthcare PR is about more than just getting coverage; it’s about creating a trustworthy, transparent, and engaging narrative that resonates with consumers and positions the brand as a credible authority in its field. Through careful strategy and thoughtful execution, small healthcare brands can rise above the noise and make a lasting impression in an industry that often demands innovation, integrity, and empathy.