Public Relations Review Podcast The Trust Bridge: Finding Patient Advocates in Healthcare
What happens when the most powerful marketing tool—customer testimonials—is restricted by privacy laws and personal boundaries? Robin Malone, CEO of RJ Communications, pulls back the curtain and shares with host Peter Woolfolk the unique challenges healthcare brands face when trying to showcase real patient stories.
With nearly three decades of experience in healthcare communications, Malone reveals how she's mastered the delicate art of building "trust bridges" between healthcare providers and potential patient advocates. "This can't be transactional," Malone emphasizes. "You have to build the kind of trust that takes time." Her approach focuses on finding what she calls the "loud voices in the room"—those patients already enthusiastic about sharing their experiences—rather than trying to convince reluctant individuals.
The conversation explores the regulatory maze created by HIPAA laws that protect patient privacy while creating significant hurdles for marketers. Malone walks us through the multi-layered permission process required before a PR professional can even contact a potential patient advocate. She shares a fascinating case study where her team successfully reframed a pharmaceutical campaign to focus on patients' lives rather than their medical conditions, creating powerful advocacy without compromising privacy.
For healthcare communicators, marketers, and PR professionals working in regulated industries, this episode offers invaluable insights into building authentic advocacy programs that respect both legal boundaries and personal comfort levels. Malone's hard-earned wisdom demonstrates that the most compelling healthcare stories come from advocates who genuinely want to share—never from those who've been persuaded against their better judgment.
Have you encountered similar challenges in your industry? We'd love to hear your experiences with navigating regulatory hurdles while trying to showcase authentic customer stories.
Information on NEW podcast website.
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