Public Relations (PR) helps hospitals build trust, credibility, and a strong public image. It is especially useful for:
Enhancing the hospital’s reputation
Sharing success stories and milestones
Managing public perception during crises or medical incidents
Creating visibility for doctors and leadership in media
Establishing the hospital as a thought leader in healthcare
Unlike ads, PR is earned media and carries more authenticity.
Press Releases: For new services, doctor additions, or medical achievements
Media Coverage: Getting featured in newspapers, magazines, TV, or radio
Interviews and Articles: Positioning doctors or management as experts
Crisis Communication: Managing media during patient incidents or controversies
Health Awareness Campaigns: Aligning with World Health Days or CSR
Hospital Events Promotion: Coverage of camps, launches, conferences
Reputation Monitoring: Keeping track of hospital mentions and sentiments online
Look for agencies with healthcare or hospital experience
Ask for samples of press coverage they’ve achieved for other clients
Confirm their media network (health reporters, regional/national media)
See if they can handle both regional and English press
Check if they offer full services: strategy, writing, pitching, and follow-ups
Ensure their team understands medical terminology and patient privacy standards
Number of press releases or media stories per month/quarter
Target media list (local, regional, national, healthcare-specific)
Turnaround time for releases and media responses
Crisis communication protocol and 24x7 availability
Approval process for content and quotes
Monthly reporting with media coverage proofs and outcomes
Total retainer fees and any additional costs (media buying, travel)
Monthly PR Retainer: ₹25,000 to ₹1,00,000+ depending on scope and city
One-time Press Release Distribution: ₹7,000 to ₹25,000
Media Events/Coverage Support: ₹10,000 to ₹50,000 per event
Crisis PR Services: Often quoted separately on urgency basis
Costs vary based on agency reputation, media network strength, and city tier.
Build long-term media relationships, not one-time coverage
Keep patient confidentiality at the center of all content
Share real stories, awards, and milestones with context and impact
Align press releases with health awareness calendars (e.g., World Diabetes Day)
Include high-quality photos and quotes from doctors
Monitor and respond to online reviews and news mentions regularly