The Annual J.P. Morgan Healthcare Conference is one of the industry’s most influential events. It’s a time for healthcare leaders, investors, journalists and innovators to discuss ideas, compare notes and set the tone for the year ahead.
Companies may feel pressure to make major announcements such as funding or clinical milestones in an effort to stand out. But, if the timing does not work out, going into the event without news may open the door to something more valuable: building credibility, creating new connections and shaping your company’s narrative for the year to come.
Here are some ways to make your time in San Francisco count.
Think Relationships, Not Headlines
JPM can present a valuable opportunity to build or strengthen media relationships in person. More often than not, the really great conversations happen when you aren’t pushing news.
Reach out to the reporters you are interested in connecting with and inquire about setting up brief and informal chats. If you do get a few minutes of a reporter’s time, make it count. It is important to understand a reporter’s coverage and how it relates to you. You can demonstrate your authentic interest by having relevant questions about their experience and published articles. It signals that you’re tuned into the conversations shaping the industry and ready to contribute insight, not just information.
Remember: Reporters have agendas too; if you can’t meet up with them one on one, follow up afterward and connect some of your JPM takeaways and insights with the work that you are doing.
Provide Perspective
Reporters are inundated with press releases, especially ahead of JPM. If you don’t have press release worthy news to share, focus on providing a valuable perspective on what’s ahead and how it will impact the industry. This could be written in a blog on your website or a post on LinkedIn.
Share what you’re seeing in your sector of the market, whether it be payer strategies, regulatory signals or clinical expectations.
Offer insights from your team’s day-to-day efforts. Outline the challenges, the bright spots and the ideas that deserve attention but aren’t getting it.
Most importantly, have a clear point of view that takes into consideration the trends shaping where the industry is headed next, not just where it stands today.
Prior to meetings, pull together a few key points that capture your perspective for any in-person conversations. But not a script! Authenticity goes a lot further than a rehearsed pitch.
Stay Visible With Smart, Relevant Content
Short LinkedIn posts about your observations will highlight what’s significant to you and your company. Point out the importance of news or updates and how they relate to your specific situation.
Follow reporters’ coverage and consider including it in your own posts. And, don’t forget the hashtags.
Most of all, be consistent and relevant about your social engagement.
Make sure your website is up to date with the key information you want a reporter or investor to know about your organization. If they visit your site, you want them to get the right message.
Listen In
JPM is an investment of time and resources, and that should be taken seriously. However, as you’re engaging with prospective investors, partners and members of the media, look at the event as a listening tour instead of a launchpad. Focus on relationship building and making connections. When milestones or announcements surface later in the year, you and your company will have already taken steps to open new doors.
Connect with our team of healthcare experts today to learn more.
