Jessica Warner, Tech Media Specialist, at "Journeys of Health-Tech Innovation", March 22nd 2016

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Jessica Warner, Lansons, giving speech at "Journeys of Health-Tech Innovation", march 22nd, 2016, London, on how to help grow your business using PR and marketing.

Healthcare

Growing your
business with PR
Jessica Warner, Account Director, Lansons
1

©LansonsCommunications
2
“Your reputation is everything, you’ve
got to fight to build it and fight to
protect it”
Richard Branson

Business
Benefits
©LansonsCommunications
3
• PR will be aligned to your business
plan
• Supporting your sales strategy
• Adding value to your customers
• Attracting new talent
• Driving business leads
• PR content can be incorporated
into sales and marketing collateral

Reputation
and
Endorsement
©LansonsCommunications
4
• Helps you be part of the consideration
process
• Achieves credibility through third party
endorsement
• Allows you to communicate USPs
• Elevates the business and
spokespeople to industry experts
• Establishes you as an authority
• Inserts you into influential networks and
creates advocacy

There are three key steps to developing an
effective PR strategy, that helps you achieve your
objectives
©LansonsCommunications
5
1. Stakeholder mapping
2. Message development
3. Platform identification
Steps for creating a
PR strategy that
grows your business

©LansonsCommunications
66
1. Stakeholder
Mapping
Media
AnalystsSuppliers
Investors
Competitor
s
“Industry
experts”
e.g.
doctors,
surgeons

©LansonsCommunications
7
2. Message
Development

©LansonsCommunications
88
Message House example:

©LansonsCommunications
999
3. Platform
Identification
• Company news
• Features
• Opinion
• Product launches
• CEO profiles
• Case studies
• News-hijacking
• Reactive comment

©LansonsCommunications
10
How do you know
you’re ready for PR?
1. Stakeholder mapping: can
you prioritise?
2. Message development: do
you have proof points?
3. Platform identification: are
you prepared and can you
facilitate?

Reputation matters
©LansonsCommunications
16
Work with an agency you
can trust to care about
yours as much as you do.

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