Navigating PR in healthcare: Balancing regulation, transparency, and trust

The healthcare sector, which includes hospitals, pharmaceuticals, medical professionals, and medical technology companies, presents unique challenges in communications. Successful navigation requires a deep understanding of the intricate web of regulations, ethical considerations, and the necessity for transparent communication.

Importantly, public relations (PR) in healthcare is not limited to media coverage. It encompasses a wide range of activities designed to build and manage reputations among various stakeholders, all of which must be handled with the utmost care and precision.

Understanding regulations

Healthcare entities and professionals are governed by strict regulations, such as those from the Indian Council of Medical Research (ICMR) and the Indian Medical Council (IMC), which set stringent rules for promoting healthcare services. For example, there are specific regulations regarding self-promotion for doctors and hospitals, and drug or device approvals undergo multiple levels of scrutiny.

PR professionals must be well-versed in these laws and understand their implications for communication. Continuous education and consultation with legal experts are crucial to staying updated on regulatory changes. Missteps in communication, such as issuing inaccurate press releases, can lead to legal issues and severely damage a brand's reputation and trust among stakeholders.

Emphasising transparency and honesty

Transparency and ethical communication are fundamental in healthcare PR to build trust with the audience. PR professionals bear the responsibility of ensuring that all issued data is verified and appropriately vetted. Communications should be clear, transparent, and supported by relevant data points and sources.

There is often pressure on these professionals to announce 'breakthroughs' or 'innovations' without thorough research or data, which can harm long-term trust. Responsible communication requires that all claims be backed by solid research and verified data, emphasising honesty over sensationalism.

Establishing internal communication channels

Developing accurate and effective content is a significant challenge in healthcare PR. Often, PR and content professionals draft initial content for media based on basic research, leading to inadequate or inaccurate information.

To overcome this, PR professionals must establish clear communication channels with the medical professionals they represent, ensuring they gather the necessary information and validate it. Their role is to communicate factual information and weave it into compelling narratives that resonate emotionally with the audience.

Additionally, robust internal communication processes, particularly with patients, are essential. A lack of effective internal communication can lead to frustration and erode trust. Clear processes for patient communication and engagement at multiple levels can foster long-term partnerships between medical practitioners and patients, helping to build a supportive community.

Building trust during a crisis

Healthcare crises, involving sensitive issues like patient safety, data privacy, or regulatory compliance, require a unique approach to crisis communication. The first step in any crisis is to acknowledge the issue immediately, ideally through a statement from the brand's primary spokesperson.

While a crisis communication plan should be in place, regrouping with internal stakeholders across all levels is crucial during the crisis. Aligning healthcare providers, administrative staff, and others with the communication strategy ensures a unified voice and prevents mixed messages.

Clear and consistent communication channels are vital during a crisis. Establishing a single point of contact, where accurate and relevant data is accessible, helps maintain transparency. Providing regular updates, even when there are no major developments, is essential to maintain trust.

Post-crisis, it is critical to reassure stakeholders about the measures taken and changes implemented. A well-executed post-crisis campaign is a key step in re-establishing trust.

Healthcare communications, though challenging, can be incredibly rewarding. It offers the opportunity to build trust, shape perceptions, and make a significant impact. For PR professionals to succeed in this sector, they must go beyond traditional communication and storytelling skills.

A thorough understanding of regulations, empathy, and a strong commitment to ethical practices are essential for effective healthcare communications. By adhering to these principles, PR professionals can navigate the complexities of the healthcare sector and build lasting trust with their stakeholders.

-Amulya Nagaraj, group ED, Pepper Communications