In an era where effective communication is the cornerstone for success, we offer to look into several strategies crafted for medical and technology companies to connect with their international clients and the media.

Navigating the international PR landscape is a delicate balance of success and challenges. An essential approach involves understanding the unique problems in target countries and offering the companies tailored solutions.

Focus on the problem that your product or service is solving

In today’s business communication “solutions to problems” tactics are widespread. However, to use this particular scheme in their public relations strategies, companies should focus on a clear problem that can be effectively solved by its services or products. In this way, press releases, articles, and headlines become newsworthy and attractive for both Media and investors.

“For instance, the number of people in the UK’s NHS waiting lists for routine medical procedures is increasing to over 7.5 million. In this case, our media campaign for a medical client Nordclinic targets this exact problem in the UK and offers a solution,” says Raminta Lilaitė-Sbalbi, CEO of Sensus PR, a Lithuanian public relations agency. “Through targeted case studies and media engagement, we highlight Nordclinic’s commitment to offering high-quality orthopedic and other surgeries without the inconvenience of waiting in line,” adds the CEO.

This media strategy has helped to strengthen the client’s reputation as a dependable and effective solution to the healthcare problems faced by the British people and gained frequent appearances in leading UK publications including The Guardian and BBC.

Don’t ignore the local media

The CEO of Sensus PR claims that in the cases of more local news, it’s critical to get in touch with the regional press in order to choose the best audience for communication strategy in a certain location.

For instance, when the agency’s client Altechna, a Lithuanian laser firm, acquired an American company ARO, situated in Boulder, Colorado, the agency’s goal was to reach out to international laser and photonics media while simultaneously concentrating on local Colorado press. This tactic assisted in obtaining some local news coverage in publications like Boulder Daily Camera and Denver Business Journal, a major American business-focused newspaper with an outreach of 11M readers monthly.

Building relationships

A proactive strategy is used in effective PR while interacting with reporters in print and broadcast media. Developing trusting connections with A-list media organizations like the BBC, Telegraph, Guardian, Spiegel, and many more guarantees the medical institution’s visibility and legitimacy.

“Our agency’s warm contacts with the British media allowed our client Nordclinics to be featured in The Guardian, where a journalist chronicled the story of a British patient who traveled to Lithuania for hip replacement surgery,” explains Raminta Lilaitė-Sbalbi.

These kinds of customer appearances open the door to broader connections and quicker features in the event of various topics. A recent Maclean’s magazine feature on the experience of a patient at Nordorthopaedics having hip replacement surgery brought attention to the facility. Many Canadian media sites have covered this topic extensively, informing patients in North America about Lithuania as a potential destination for orthopaedic care. 

Thought leadership

“Expert insights bring broad attention from media outlets. This strategy was prevalent both while working with medical and technological fields companies, generating media reach in at least three continents,” says the CEO of Sensus PR.

A British magazine called City Am, which has over a million monthly readers, was among those who noticed the agency client’s Nordesthetics surgeon’s insights regarding Ozempic use while reducing weight.

In a different instance, Altechna’s CEO Antanas Laurutis’s appearances on the podcasts of Verslo Žinios, Lithuania’s largest business magazine with about 5 million monthly readers, contributed to the company’s image as a sustainable business leader among the local and global business community. The agency claims that this kind of communication is critical to raising the company’s profile, generating more media attention, and cultivating a positive investor perception.

About Sensus PR

Sensus PR, with over 15 years in international PR, possesses a dynamic team of copywriters, strategists, and PR managers. Specializing in media relations, strategic communications, and brand management, the agency offers tailored solutions to enhance client’s reputation and visibility. Proven track record includes recognition from A-list global media to niche industry publications and online platforms.