The concept of “value” is something that is very much top of mind right now in the healthcare industry. Many of our clients are trying to define, express and establish their value proposition with prospects and key stakeholders. Many are trying to answer whether or not they are ready for the impending shift to value-based care. All this rumination about value inspired us to give some thought to our own value, as healthcare-focused PR practitioners, and the overall value of PR in healthcare.

Healthcare is in the midst of a major transformation, and technology promises to factor significantly into how this pillar of our society and economy comes out the other side. As the industry continues to evolve and shift further toward a value-based model, emerging technologies, such as the Internet of Things, Augmented Reality / Virtual Reality, Predictive Analytics, Big Data and Artificial Intelligence will be key. With that said, these technologies are nothing without the innovators and influencers behind their creation, adoption and utilization.

All the usual principles of creating an impactful video — such as authenticity, clear storytelling, lively pacing and compelling visuals — apply to healthcare, but there are also a few industry-specific tips we’ve cultivated over our years of shooting videos with healthcare organizations. Follow these tips to avoid common pitfalls and land on a final product that’s all the more effective

I was fortunate enough to attend the annual Health IT Marketing and PR Conference or #HITMC (pronounced hit-mick) in Las Vegas. For those outside of the healthcare marketing and PR world, HITMC is a conference put on by one of the most successful and influential bloggers in the space, John Lynn, and his partner Shahid Shah, who is also a widely respected thought leader in the health IT world. The conference is unique in that it brings together some of the best and brightest, and me, from healthcare marketing and PR, both in-house and agency side. When you consider how quickly healthcare and PR / marketing are evolving, it is immensely valuable to be able to collaborate with and learn from others who are facing the same challenges as you.

Halloran Consulting Group identified a group of thought leaders who are experts in pharma and life science to act as spokespeople for the consultancy’s impressive breadth of knowledge and industry savvy. Each thought leader participates daily in conversations with peers, clients and vendors on challenges and opportunities facing their industry, providing them with ample insight to share. Matter was tasked with building each thought leader into a recognized, trusted resource in the industry that peers, clients, industry leaders can rely on for profound and innovative commentary and advice.

Seeding Labs invests in exceptional scientists in developing countries who have limited resources, but limitless potential. They provide reduced-cost lab equipment and training and foster professional networks to enhance higher education, support vital research and create a more connected global scientific community. Matter works with Seeding Labs to build strong media relationships, elevating the stories of their talented network of scientists and advancing the organization’s overall mission.

Spectrum Health Systems, a New England-based addiction treatment provider, partnered with Matter in the midst of the nation’s opioid epidemic to raise its profile both locally and nationally. With the arrival of heavy-hitting competitors to Massachusetts, Spectrum tasked Matter with raising its media profile in a meaningful and strategic way.

The New England Recovery Center (NERC) came to Matter's search marketing team because they wanted to make sure they were addressing the Opiate treatment need and not getting lost in the generic “drug” related searches.

In less than two months, the account saw a large traffic spike in opiate/opioid traffic. 12% of direct leads were attributed to opiate campaigns, as well as an overall up-tick in traffic to the site in general. The results of these focused campaigns have inspired NERC to continue this granular build out strategy which will drive continued success.

Microbiome testing and consultation start-up, Ixcela was launching onto the consumer market after a successful soft launch at America’s Cup. Amidst an increasingly crowded gut health market, Ixcela needed to stand out and differentiate itself so it was crucial to garner plenty of initial coverage and awareness.