Digital PR as a link engine for hospitals

Transcript

Traditional PR asks whether the hospital was mentioned.

Digital PR adds a second question: did the coverage link readers to a page on your site?

Both matter, but they need different raw material.

The stories that earn links from health and city news desks are rarely about the hospital itself.

They carry new information, even if modest in scale.

They are relevant to the city.

And they are useful to readers.

Data-led PR does not need a research department.

Patterns in enquiries and bookings are often newsworthy on their own.

Only aggregated, de-identified data should leave the building.

And say only what the data actually supports.

Before anything is pitched, pass four gates.

Privacy: no small groups that could identify anyone.

Clinical review of every medical statement.

Advertising rules: no claims or comparisons that read as promotion.

And sign-off from the spokesperson.

If the page is thin, journalists cite the finding and skip the link.

If it is excellent, associations and other publications link to it for months.

And links must stay earned, never bought.

The full guide, with sources, is on gauravphogat.com.

The link is in the description.