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While the Oxford Dictionary “word” of the year in 2015 was the ‘Face with Tears of Joy’ emoji, we’re putting an early bet that 2016’s will be “content.” Everywhere you turn this year it’s all about content: long form, snackable, user-generated.

Previously it was about the volume of content and flooding channels to see what sticks, but now more than ever, the focus is about creating thoughtful, carefully curated content that can make a huge impact. In the healthcare space we are also seeing a rise in content curated by patients, which is helping to spur an evolution in how we approach content development. Public relations is well poised to be at the helm of this shift in healthcare content development. Public relations has the expertise to create content throughout the patient lifecycle and can deliver meaningful, impactful content centered on patient need at critical points in their health management. Our discipline has always been about getting to know the specific audience well and engaging with them in the right way at the right time. If we want to continue to be successful here — which I know we do — we need to up  our storytelling game significantly.

This post was repurposed from O’Dwyer’s. Click here to read the rest of this article on page 38.

 

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