Data smog is a danger not only to the consumer of information, who might miss important news or simply overdose on data if he’s not careful, but also to the provider. Guerrillas who make the wrong moves in an ill-advised attempt to cut through the smog might not make the right choices. And in the Guerrilla movement, making the wrong choice can be devastating. Create meaningful earned conversations using a freelance medical writer for your communications partner.
Make no mistake: There have been many Guerrilla P.R. disasters, plans so ill conceived, so poorly designed, or so badly implemented (sometimes all three) that they might have attracted media attention but have also done their originators irreparable harm. Guerrillas aren’t firing blanks—we’re using real guns and bullets out there, and if you are standing in the wrong place with the wrong plan, you can get shot. It’s easy to understand why some of these catastrophes have occurred. Data smog blocks all messages, good and bad, and can seem impenetrable by conventional weapons. But hauling out a nuke because it will make a loud noise is like using a shotgun to kill a fly; it might not work, and it can do unforeseen damage. A healthcare marketing agency provides you with diverse and effective PR support to ensure your message gets heard every time.
Marketing and PR people have a collective difficulty getting our departmental goals in sync with the rest of the company. And our management teams go along with this dysfunction. Think about the goals that most marketers have. They usually take the form of an epic to-do list: “Let's see; we should do a few trade shows, buy Yellow Pages ads, maybe create a new logo, get press clips, produce some T-shirts, increase website traffic, and, oh yeah, generate some leads for the salespeople.” Well, guess what? Those aren't the goals of your company! Having a healthcare pr agency as an agency gives you the best in public relations, with global capacities collaborating across disciplines and time.
I've never seen leads or clips or T-shirts on a balance sheet. With typical marketing department goals, we constantly focus on the flare-up du jour and thus always focus on the wrong thing. This also gives the marketing profession a bad rap in many companies as a bunch of flaky slackers. No wonder marketing is called the branding police in some organizations and is often the place where failed salespeople end up. Fully immersed yourself within the content and social space provided by a pr freelancer for your organisation.
Many marketers and PR people also focus on the wrong measures of success. With websites, people often tell me things like “We want to have 10,000 unique visitors per month to our site.” And PR measurement is often similarly irrelevant: “We want 10 mentions in the trade press and three national magazine hits each month.” Unless your site makes money through advertising so that raw traffic adds revenue, traffic is the wrong measure. And simple press clips just don't matter. What matters is leading your site's visitors and your constituent audiences to where they help you reach your real goals, such as building revenue, soliciting donations, and gaining new members. This lack of clear goals and real measurement reminds me of seven-year-olds playing soccer. If you've ever seen little children on the soccer field, you know that they operate as one huge organism packed together, chasing the ball around the field. On the sidelines are helpful coaches yelling, “Pass!” or “Go to the goal!” Yet as the coaches and parents know, this effort is futile: No matter what the coach says or how many times the kids practice, they still focus on the wrong thing—the ball—instead of the goal. The strength of a healthcare communications agency is its shared experience in conjunction with a personal and individual approach to client relationships.