Rapid changes in media consumption trends are keeping news executives up at night. The worry: Many consumers are engaging with the news less frequently than they once did. Some are not engaging at all.  

This shift is raising the bar ever higher in the quest to win media visibility for healthcare brands and medical science storytelling campaigns. 

The Reuters Institute for the Study of Journalism recently surveyed more than 300 news executives from 56 countries about media and technology trends overall, and particularly what they plan to do about what they identified as one of their most critical challenges: overcoming information fatigue.  

Their responses provide reason for optimism. Two-thirds of the news executives surveyed said they’re going to find better ways of explaining complex issues. Forty-four percent said they’re going to deliver news that not only points out problems but offers potential solutions. And 43% said they plan to cover more inspiring human stories. 

Our optimism comes from achieving media campaign successes using these same creative approaches to tell our clients’ complex health science stories. Public Communication Inc. (PCI) has the expertise to succeed even in the midst of an evolving media landscape and at a time when trust in science is at an all-time low.  

PCI’s award-winning healthcare practice team includes senior science writers, communications advisors and media strategists with deep experience connecting the science and practice of healthcare to generate far-reaching visibility with stories that matter. We partner with our clients to help promote thought leadership and efforts to advance medical research and scientific breakthroughs that can sustain hope among clinicians, patients and families. 

We know healthcare is particularly complex and deeply personal. We are skilled at translating complex topics, such as groundbreaking research on Alzheimer’s disease treatments, molecular diagnostics, anesthesiology, and the latest  advances in medical genetics into terms audiences can understand, with takeaway insights they can act upon. 

Our team understands the need to explain complicated research in a way that will grab the attention of top consumer outlets. In publicizing research that linked the consumption of ultra-processed foods to cognitive decline, we broke it down into a 200-word pitch that landed coverage in USA Today, and subsequently, the Late Show with Stephen Colbert. To explain research that linked constipation to an increased risk of cognitive decline, our team provided takeaways for readers, including warning signs of when to see a doctor. That study landed in Parade. 

We believe that patient stories are at the center of bringing research to life and conveying impact in a way that resonates and moves audiences to act. We have demonstrated the power of compelling storytelling by securing patient stories in top-tier national and international outlets. One example is coverage our team secured in the Times (UK), achieving visibility complex Alzheimer’s research. We broke it down into understandable terms and illustrated the personal impact through a patient story.   

Our creative, tenacious team maximizes client resources effectively to reach their goals and meet audiences where they’re at, from patients to physicians. 

PCI understands how to help break through information fatigue so that critical health information reaches those who need it. Our Healthcare Practice connects the science and practice of healthcare to create understanding. And a real difference to impact our world.