PR’s Effect on the Health and Wellness Industries

Company X has a new service for trendy millennials, and it is all the rage! This company’s innovative, technologically-advanced system for losing weight offers you and all of its premium clients a program to help you reach your actualized self in less than twelve months.

Started in 2005 as the brainchild of ex-athletic director and professional coach DJ FitnessAesthetiqua is a six-month intensive training program, which can teach YOU how to live a clean life.

Fitness is on talk radio and television site talking up the program, and let’s not talk about his Facebook and Twitter accounts which blow up daily with requests for information regarding his program.

And he does have believers….

Last year, alone, he made over $40 million in terms of products and services. What can you say? He’s captured the public’s attention and their pocketbooks.

Celebrities love him, health professionals rave about him, and just about any anybody who is somebody in media has attended at least one of his conferences.

Why?

Trust and reputationTrust and reputation are key factors in the success of health and wellness organizations.

Today’s healthcare industries find that to attract and retain clients they must engage the public in a way that more than builds relationships, but builds relationships that promote the reputation of the organization.

…And, more significantly, organizations build relationships that engender trust between the organization and its public because, come on, we are not talking about a pair of the latest sporty tennis shoes, fashionable jeans or stylish cell phone. We are talking about PEOPLE!

Public relations in the health and wellness industry is all about relating to human beings about topics that affect humans directly.

Yeah, so what’s the issue then?

As a healthy human, you might rarely encounter a hospital or clinic unless necessary. If you decide you want to reach your maximum wellness potential, you might enroll in a local yoga class, in addition to engaging your inner dietician.

However, when you do have to deal with your own personal healthcare, you are directly affected when business converges with your health and wellness needs.

In terms of PR, what should health and wellness organizations do to earn their dollar?

As stated previously, health and wellness organizations are selling more than a product, so their strategy is going to be a little different.

To engage the public, PR organizations focus on….

Branding, as with every other product, plays a primary role in the public’s reception of your product. However, PR professionals in these industries have to build their product or service by attending conferences and tradeshows, in addition to getting publicity from news agencies. All of this effort is so that businesses and clients both recognize the business.

A strong message is also an important part of engaging the public. While ultimately this message becomes a part of the brand, a personalized message that addresses the needs of the public is a part of any PR campaign.

Using social media to reach their publics. Social media has a variety of roles in building relationships with the public. Organizations use social media to help professionals network. They also use these sites to provide valuable information to the public without compromising patient privacy. In fact, social media is such an important part of engaging the public that practitioners and organizations alike understand to remain competitive they must use this tool.

PR organizations act as advisors to the client, in addition to being the voice of the organization. More than just appearing during times of crisis, PR organizations can advise health and wellness organizations of proper protocol in dealing with the public.

For the most part, public relations professionals wear a number of hats in building relationships with the public.

How has PR transformed the health and wellness industry?

These industries have been affected in a few ways.

For one, current PR activities allow organizations to cast a wider net in terms of publics. In the past, because of the inefficiency of research methods, organizations could only feasibly reach a few publics. Today, because of the numerous tools available, organizations can reach multiple publics in one campaign.

PR activities have made information accessible. Previously, the individual relied on experts for information regarding any health and wellness topic. Nowadays, consumers, in a sense, can become the expert just in terms of the sheer amount of information available to them online, and thereby arm themselves when engaging with professionals.

PR activities have contributed to a more literate, informed society where health is concerned. Today’s patient or health conscious person is more sophisticated in terms of understanding what treatments and remedies are available for practically any condition a person has.

PR activities have personalized relationships between publics and the organizations that woo them. Through testimonials and personal narratives, people have a real connection to some of the health conditions they might experience.

For all of these reasons, PR is a staple in the current health and wellness marketplace and conversation.


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