PR is like high school: how to get a seat at the cool kids' table in healthcare media

Remember high school? The nerve-wracking social dynamics, the cliques, and the ever-elusive cool kids' table? It may seem like a distant memory, but if you're in the world of public relations, especially in the healthcare or life sciences sector, the rules of the game really aren’t all that different.

In this metaphorical high school, the market is the entire school, and each student is a company vying for attention. The ultimate goal? To get noticed, to be talked about, and most importantly, to get invited to sit at the cool kids' table—representing the behemoth companies in your market that the media can’t get enough of. These are the big names, the household brands, the ones everyone wants to be seen with. But how do you, as a smaller or emerging company, make your way into these coveted circles?

The power of stories: enlisting the popular girl

Just like in high school, where getting noticed by the right people could elevate your social standing, in PR, getting noticed by the right media outlets can elevate your healthcare brand’s reputation–leading to great reward. 

This is where the metaphorical popular girl comes in. In the world of healthcare PR, this popular girl is your PR agency—a well-connected, influential, and savvy communicator who knows how to talk you up, tell your story, and make you the topic of conversation at various tables. Is it possible to get popular without her? Of course! You’re cool and the more cool stuff you do, the more likely it is that people will sit up and take notice. But does she speed up the process and make it easier? Definitely. And that’s why you hire a PR agency.

Becoming the talk of the lunchroom

Imagine the popular girl starts telling stories about you to different groups—the AV kids, the science geeks, the jocks. She highlights your specific strengths that would appeal to each group, shares interesting tidbits about your life, and creates a buzz that makes others curious about who you are. Slowly but surely, you find yourself being invited to sit at more tables, getting attention from different cliques, and eventually, you’re the one everyone wants to sit with.

In healthcare and life sciences media, this translates to having a strong narrative and a compelling story. It’s about positioning your company in a way that resonates with different audiences. Whether you’re a biotech startup with groundbreaking technology, a mid-sized healthcare company making waves with innovative treatments, or a well-established medical device brand with a new story to tell, your PR strategy should highlight your unique value proposition and make you relevant to a variety of media outlets.

Navigating the tables: choosing your audience

In high school, not every table is the right fit. You wouldn’t want to sit with the chess club if you’re more interested in the drama club’s activities. The same goes for PR in the healthcare industry. It’s crucial to identify which media outlets are the best fit for your brand’s message.

Are you looking to get covered by industry-specific publications that cater to healthcare professionals? Or are you aiming for broader media coverage that reaches potential investors and the general public? Understanding your audience helps you craft the right messages and approach the right “tables.”

Measuring the buzz: the challenge of PR reporting in healthcare

Now, think about how you would measure each conversation the popular girl had on your behalf. How would you quantify the impact of every person she spoke to, who then passed on the story to their own network? You're finally at a better lunch table, people greet you warmly in the hallways, and you can just feel that your reputation is on the rise. But how do you measure this change? How do you capture the before and after of your social standing? That’s the challenge with PR reporting. In the healthcare and biotech sectors especially, with their long sales cycles, measuring PR efforts is extra complex—how do you quantify reputation, trust, and influence built over time? Analytics and thoughtful metrics come into play to gauge which way the needle is moving, but tying each convo to a bump in reputation is nearly impossible, let alone sales.

In the world of healthcare PR, this popular girl is your PR agency—a well-connected, influential, and savvy communicator who knows how to talk you up, tell your story, and make you the topic of conversation at various tables.

Building relationships: the long game

Once you’ve made it to the desired table, the work doesn’t stop. Just as in high school, maintaining your status requires continuous building and nurturing of relationships and being seen at the right parties. In healthcare PR, this means consistently delivering valuable content, being available for comments and insights, and staying on top of industry trends so that you remain relevant.

Long-term relationships with key media players are invaluable. They’re the ones who will keep inviting you back to the table, who will feature your company when news breaks, and who will give you the platform to reach even more audiences.

Your seat is waiting

So, how do you get a seat at the cool kids' table in healthcare media? By understanding the dynamics, crafting a compelling narrative, and building strong relationships with the right people. Whether you’re aiming to sit with the companies or carve out your own niche, remember that with the right PR strategy, you can sit at whatever table you want.

In the end, PR is not just about getting noticed—it’s about creating lasting impressions, telling stories that resonate, and building a reputation that stands the test of time. 

Disclosure: The concept for this blog was thoughtfully crafted by a human, and an extended prompt was utilized to engage AI in generating an initial draft. This draft then underwent substantial human editing to refine and enhance the content, ensuring it aligns with our vision and quality standards.