Packing a punch with proactive PR planning
The approval of postponing the ICD-10 deadline to 2015 got me thinking about the importance of planning and how a number of companies built their yearly strategic plan around preparing for the deadline in October without including the flexibility to switch gears. While the foundation of a successful campaign is one that’s well-thought out and plans ahead, in our world of healthcare communications, we are moving at warp speed to keep up with all the changes.
To be fair, predicting the change of the ICD-10 deadline last year was just as likely as having a perfect NCAA bracket, but as the change came closer, it also didn’t come out of left field for some industry thought leaders – allowing some PR campaigns to be proactive instead of reactive to this industry announcement, leaving their competitors in the dust.
True industry thought leaders rose to the occasion by seamlessly altering their messaging to lead the way in addressing how clients and the industry can move forward, instead of reacting to how this negatively affects their business. For example, Dodge client Navicure, a healthcare payment solutions provider, has spent years providing the industry with training resources and educational material on ICD-10. Once the news was announced, Navicure responded quickly, guiding their clients and prospects by publishing information on what the delay means for practices and how the extension impacts staff training. This ability to react quickly shows a well-oiled communications strategy that is ready for changes and to address what these changes mean to their business, their clients and the industry.
Here are three tips to ensure your PR campaign is ready for the next big thing:
- Stay on top of industry trends. How can you be ready for something that you don’t know about? Make sure your team is keeping a pulse on the industry trends that are in your wheelhouse by signing up for email alerts and taking time to read up on what’s going on in the industry.
- Build in time to address the unknown. The phrase “structured flexibility” comes to mind. When you’re planning your yearly campaign, make sure you’ve allocated time and resources to TBD. Over the course of a year, so many things can change – make sure you’ve planned to proactively lead and contribute to the conversation on the latest pop-up industry hot topic.
- Lean on industry partnerships. You’re not alone in this space, so make sure you’re not isolating yourself. Be sure to partner with and lean on industry organizations and companies who are committed to staying on top of industry trends.