Josh Birch, Media Relations Manager
It’s a question life sciences companies ask all the time: is it too early to start a PR campaign if our product hasn’t launched?
The answer isn’t a definitive “yes” or “no.”
Meaningful PR can occur before, during, and extend well beyond a single product launch. The adage that PR is a marathon, not a sprint, is certainly true and relevant in this circumstance. The better question for companies to ask is: “What do I need this PR campaign to accomplish?”
There are certainly examples where companies utilize PR during the product launch alone and not before and after. This can be an effective strategy if the company is going all-in on one product and seeking media coverage solely for the purpose of highlighting the product. However, this approach falls short if the goal is to establish better brand awareness, credibility, and sustained coverage..
Earned media before and during a launch is handled differently, but they each have their benefits. Prior to a product launch, PR efforts can help establish credibility and thought leadership that are valuable in building trust. Interviews and bylines can help companies shine a spotlight on the current problem that their product seeks to solve. During the launch, PR efforts are more enthusiasm based, and focused on the actual announcement the product or service is now available. Post launch, companies can tap into early adopters by sharing their success stories and testimonials.
Investing in PR before a product is ready to be announced offers healthcare and life sciences companies a lot of benefits, which include:
Building Credibility. Third-party media coverage, expert interviews, and thought leadership all offer healthcare and life sciences organizations an opportunity to actively participate in industry conversations. Being quoted in these stories allows a company to be seen as an expert in their field and someone reporters will return to for future stories.
Creating Market Awareness. Potential customers want to know what and who they are investing in. Trust is earned, not given. Earned media offers opportunities to build that trust by introducing the company, its scientific approach, main subject matter experts, research, partnerships, and the broader problems being addressed. These are all important components to establish before asking someone to buy or invest in something.
Attracting Secondary Stakeholders. Earned media provides invaluable opportunities to improve visibility, which can allow companies to reach potential investors or partners, and other organizations they may not have ever interacted with before.
Reputational Foundation. Building trust isn’t just important for potential customers. It also is important for reporters. They want to know the person they are quoting or citing is a reliable and expert figure in their field. Consistent exposure and earned media coverage can help with this. If a reporter already knows the company and experts, they may be more interested in covering a product announcement when that time comes.
Saying you have a great product doesn’t result in coverage. To snag a reporter’s attention, you must be able to prove why the product matters and that it works. Reporters are naturally skeptical, and they learned their lesson about unproven promises, á la Theranos.
Here’s a “coverage before launch” checklist:
Novelty: Is this product or service original? Does it solve an unmet need? What makes it different from anything else already on the market?
Evidence: Real-world case studies, beta testing results, audit reports of prototype performance, and other forms of validation are imperative.
Pre-launch coverage isn’t impossible, but it does require more than a promise.
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