Integrating effective online marketing with health-focused public relations

Public relations has always been about managing and promoting specific interests, products and messages within the broader public discourse of the day.

It’s just that this discourse used to happen primarily via traditional media – newspapers, radio and TV.

Now much of that discourse happens online – via online news services, social networking sites like Facebook and content sharing communities like youtube.

So effective PR needs to incorporate a dedicated online component.

“Online” is a crucial channel for communicating with both healthcare professionals and consumers about health news.

Whether it is establishing an online campaign to build awareness about a particular disease, adding value to healthcare professional relationships by producing digital communications (newsletters, blogs etc) managing online criticisms of pharmaceutical corporations or building a database of prospects for electronic direct mail out of a medical conferences or consumer expos – Palin Communications has experience in them all.

Digital marketing is not just about setting up an interactive presence for a campaign or corporation (anyone can build a web site). It also involves an integrated strategy to drive traffic, develop a database, conduct direct promotions and add value to the lives of consumers and healthcare professionals.

Palin Communications has helped many clients deal with these emerging online challenges.