The Hidden PR Engine Healthcare Marketers Are Missing
Cameron Kit from Union Productions explains how patient-video stories can function as PR assets rather than marketing collateral. He encourages healthcare marketers to submit patient films to festivals, pitch them to media, and co-create authentic narratives with patients. Earned media built on real patient stories delivers credibility that paid placements cannot replicate.
Most healthcare marketing budgets over-index on paid media and under-invest in earned. Patient-story content that travels through PR channels builds the kind of institutional credibility that attracts both patients and payers.
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