Summer is often seen as a slow season in the media world. Journalists take vacations, editorial calendars slow down, and breaking news tends to taper off. But for healthcare companies across global markets, this seasonal lull presents an excellent opportunity as less noise means more space to be heard.
At ICR Healthcare, we help healthcare companies, from early-stage firms to publicly traded market leaders, use the quieter summer months to build visibility, strengthen media relationships, and shape narratives across international markets. Here’s how companies can stay top-of-mind when the headlines slow down.
Crafting Evergreen Narratives
Evergreen stories are narratives that remain relevant regardless of current events or regional news cycles. These are the foundational stories that define who you are as an organization, why you exist, and the differentiating value you bring to healthcare. During summer months, when fewer breaking news stories compete for editorial attention, journalists are more receptive to thoughtful, well-packaged evergreen content that provides depth and context rather than just immediate news.
Our healthcare communications specialists understand that different audiences across global markets require different approaches. We work closely with clients to develop multiple layers of messaging that can be adapted for international media outlets while maintaining narrative consistency and authenticity. The most effective evergreen stories combine emotional elements with credible expertise – featuring real patients, innovative clinicians, or breakthrough research that illustrates your organization’s mission while building lasting relationships with journalists who appreciate interesting, meaningful content.
These stories might include:
- Patient success stories that illustrate the real-world impact of your therapy
- A Q&A with your CEO on the future of digital health or precision medicine
- Educational explainers on complex science or regulatory pathways across different jurisdictions
Building Strategic Media Relationships
Strong media relationships are built over time, and summer presents a window for strategic relationship-building that extends beyond the traditional press release cycle. As noted above, during these slower months, journalists often have more bandwidth to engage in conversations that aren’t tied to immediate news cycles, allowing you to learn their interests and better understand their beats. A journalist who knows you personally, and has had positive interactions with you, is more likely to reach out when they need expert commentary or give your future pitches greater attention.
Our approach includeshosting virtual and in-person media briefings or backgrounders, reconnecting with key reporters through informal check-ins, and engaging with reporters on social media platforms.
Amplifying Your Message Beyond Traditional Media
Not all visibility comes from earned media coverage. Owned channels offer powerful ways to reach audiences directly and reinforce your company’s narrative across global markets. During summer months, when traditional news cycles may slow, these channels become even more valuable for maintaining audience engagement.
The key lies in creating an integrated communication strategy that leverages all channel types. Our team glean insights from media conversations to inform new content, we repurpose earned coverage across social platforms, and use existing content to demonstrate expertise. This multi-channel approach provides valuable reach; a single piece of research or insight can become a media pitch, a detailed blog post, and a series of LinkedIn updates – each tailored to its specific audience while reinforcing the core message across different cultural contexts.
Consider executive LinkedIn posts and newsletters, contributed content in healthcare trades and business publications, podcasts and webinars that reach international audiences, and short-form video content optimized for social media platforms.
Leveraging Health Awareness Months
Health awareness events offer built-in media hooks that can elevate your company’s relevance and credibility. These observances give journalists worldwide a reason to cover specific health topics and include your company in the conversation. Our team helps clients proactively align messaging with relevant awareness months and develop tailored outreach strategies that account for regional differences in health priorities and media consumption patterns.
Summer observances include:
- July: Healthy Vision Month, Juvenile Arthritis Awareness Month, Sarcoma Awareness Month
- August: Spinal Muscular Atrophy Awareness Month, World Lung Cancer Day, World Breast Cancer Research Day
- September: Blood Cancer Awareness Month, Childhood Cancer Awareness Month, World Alzheimer’s Month
A Season of Opportunity
The summer slowdown doesn’t have to mean silence. With the right strategy, healthcare companies can use this time to stand out, tell compelling stories, and build momentum heading into the fall. Our experienced team leverages extensive networks spanning the international healthcare landscape to turn seasonal lulls into strategic opportunities that create lasting value. Get in touch if we can help!
