Having a great product is not always enough to be news worthy. It is much easier to get noticed at a conference when you know what journalists are looking for. On this episode, Shahid and I get a behind the scenes look at how to hack healthcare news. Jeff Byers, Associate Editor at Healthcare Dive, tells us how he spots trends, picks which conferences to attend and shares dozens of tips for how to get your company’s story placed above the fold.

The big takeaway here is to be valuable. Journalists have jobs to do and audiences to serve. If you can help them do that, then you’re on the right track.

1:25 How you can reach out to get PR before a conference.

2:47 The journalist’s conference to-do list: Writing, networking, industry knowledge gain, promotion, source building, assignments, interviewing individuals.

5:47 Categories of story topics for HIMSS vs HLTH

7:51 Does Healthcare Dive try to set the agenda for what everyone should be talking about or do you do more reporting on and explaining what is already out there?

11:10 Deciding which topics to write about is the biggest struggle. Do you write what you as the writer care about or what your audience cares about?

13:13 How to get a journalist to write about you: Know what they write about and know their audience. Pro-tip: Jeff’s big on hospital trends.

14:44 How Healthcare Dive determines what trends are happening in healthcare.

17:00 Best resources for trend analysis.

18:50 Scheduling and preparing for meetings at conferences.

20:47 Get personal with your reporters. Ask them why they care about what they care about. Leads to un-obvious answers. These are people. Build real relationships.

24:00 When starting a relationship with a reporter, don’t make it transactional. Meetings don’t have to always lead to a story. Get on the radar.

26:40 Become a source, not a story. Being valuable will get you quoted more frequently.

29:22 Tips for reaching out to journalists and the nuances of following up.

33:47 Discussing details around current trends. Comparing HIMSS and HLTH. And the endless search for Hard News.

42:23 Everyone makes product announcements at conferences. Here’s how you can get yours picked up.

43:37 What is Healthcare Dive working on now?

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About Jeff Byers

Jeff Byers is a healthcare journalist based out of Washington, DC. He is currently the Associate Editor for Healthcare Dive and covers hospital and digital health trends. He received his MPA from James Madison University and his BA in English from Virginia Commonwealth University.

Cheese & Crackers > Cake.

Follow Jeff on Twitter: http://twitter.com/jeffpbyers


About Healthcare Dive

Our mission is to provide busy professionals like you with a bird’s-eye-view of the healthcare industry in 60 seconds.

We cover industry news and provide original analysis. Throughout the day, our editorial team analyzes the top news stories and publishes in-depth feature articles. You can also use our site to check out industry events, jobs, and more.

Signup for Healthcare Dive’s newsletterhttps://www.healthcaredive.com/signup/


Related and/or Mentioned on the Show:

Med Tech Dive (Coming Soon)

Biopharma Dive

Things Jeff is interested in: SDOH, smart cities, hospital consolidation, vertical integration, consumerism.

Contact Jeff if you’re a provider or digital company with an interesting take on data ethics in healthcare. How do you view data in the post Cambridge Analytica era?

Neil Versel

Conferences Mentioned

HIMSS, HLTHHealth IT ExpoHealth 2.0, JP Morgan, Healthcare of Tomorrow, Health Datapalooza

Books

Catastrophic Care: Why Everything We Think We Know about Health Care Is Wrong Measure What Matters: How Google, Bono, and the Gates Foundation Rock the World with OKRs The Hard Thing About Hard Things: Building a Business When There Are No Easy Answers

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