#HIMSSanity will soon be in full swing and you’re probably well into execution-mode with your media engagement strategy to get in front of top reporters and editors at the conference. With the average reporter receiving dozens of requests for briefings at HIMSS, we know it’s hard out there. But don’t fret.
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The PAN healthcare team recently surveyed some of the most influential HIT journalists attending HIMSS for an inside scoop on what they want from you. We even pulled together a handy media guide chock full of tips for helping you maximize your HIMSS18 investment.
Our survey found that 43 percent of reporters attending HIMSS are interested in news and/or product announcements, with the same proportion expressing interest in interviews with executives. So, ready your news story and make sure your executive team is prepped and polished to add color commentary. With 57 percent of reporters planning to spend their time at vendor booths and in meetings on the show floor, make sure your team is adequately trained and available to take advantage of scheduled and impromptu interviews.
Don’t just make your pitch stand out from the crowd; make the case for why media can’t afford NOT to meet with you.
Here are a few more tips to help:
Focus on How You Can Help
71 percent of reporters said their best bet for HIMSS news tips comes from in-person interviews with vendors and executives. Why should a reporter want to meet with YOUR executive at the show? If you can’t make the case in the first 2-3 sentences of your pitch, you may be stuck wondering why your briefing book is near empty.
If your company isn’t presenting or releasing news at HIMSS, shift your strategy. Offer background information or real-time commentary on announcements that HIMSS or other organizations are pushing out during the event.
Take a Stand
Break out from the clutter by taking a stand on topics that historically may be a bit outside of your wheelhouse. Perhaps the state of healthcare legislation or how artificial intelligence stands to impact care delivery. Whatever it might be, add your perspective and put your voice behind it. Our survey revealed some of the top trends on tap for HIMSS, including: safety and compliance of patient data; ongoing improvements to patient engagement; emergence of the cloud as a core platform; connectivity of consumer health information; and the rise of AI to improve patient outcomes.
Speed is of the Essence
If a piece of news breaks, how quickly can you react? If it’s within a few hours or less, consider yourself in good shape. Monitor the news cycle and share commentary with journalists quickly to increase your likelihood of being sourced for a story. Consider both reporters on the ground and those who may be covering news from afar.
Keep these tips in mind with the following journalists who may surface in Las Vegas for HIMSS:
- Tayla Holman, SearchHealthIT
- Erin Dietsche, MedCity News
- Janette Wider, Health Management Technology
- Dan Bowman, HealthTech Magazine
- Greg Slabodkin, Health Data Management
- John Lynn, Healthcare Scene
- Jeff Byers, Healthcare DIVE
- Scott Jung, MedGadget
- Roberta Mullin, HITECH Answers
- John Gregory, HealthExec
Always do your due diligence in researching reporters’ coverage areas and interests. Most importantly, personalize your outreach!
In the meantime, download the PAN Communications HIMSS18 Media Guide and contact us to chat about how we can help get you in front of top healthcare journalists at firstname.lastname@example.org. We love talking healthcare PR!
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