Summary
AI, data analytics and influencer marketing are changing how healthcare communicators identify and engage audiences. But the foundation of effective public relations remains the same: genuine human relationships. JPA Health explores why trust, personal connections and long-term relationship building matter more than ever in an increasingly technology-driven profession.
One of the things we love about working in healthcare communications is the people we meet along the way. And boy, oh boy, have those relationships come through for us.
The colleague who takes a call. The advocate who makes an introduction. The industry expert who helps us think through something difficult.
This is relationship building. And it's also PUBLIC RELATIONS.
We spend a lot of time talking about what's changing in our profession: artificial intelligence (AI), big data, influencer engagement and increasingly sophisticated ways to reach audiences. And there's plenty to be excited about. But one thing hasn't changed: the importance of relationships.
Reaching People Isn't the Same as Knowing Them
We've gotten incredibly good at finding people, reaching people and measuring people. None of that means we have a relationship with them.
Healthcare influencer engagement is a great example. Today, we can identify relevant influencers, analyze their audiences, negotiate contracts and measure campaign performance with remarkable precision. But partnering with another human being is more complicated.
When an organization works with an influencer, it's tapping into that person's credibility and asking for their time, expertise and trust. And the influencer is making a similar investment in the organization.
The same dynamic exists with journalists, patient advocates, professional associations and healthcare professionals (HCPs). You can't manufacture trust when you suddenly need it.
In healthcare, where communications often involve complex science, sensitive patient experiences and deeply personal decisions, that trust is especially important
Why Relationships Still Matter in Health Communications
Some of the most valuable professional relationships begin long before there's a project attached to them.
Stay in touch. Make the introduction because it might help. Share something useful. Ask what someone thinks and actually listen to the answer. And sometimes, simply take the call.
And this isn't just true of professional relationships. It's true of healthcare communications more broadly. A 2026 Pew Research Center study, 85% of Americans turn to healthcare providers for health information at least sometimes, while 66% also learn from people navigating similar health experiences. The lesson? Information matters, but so does the person delivering it. Technology can help us reach an audience. Relationships help us earn their trust.
At JPA Health, relationship building is central to our work in patient advocacy and engagement, where understanding the priorities and perspectives of patient communities is essential to developing meaningful partnerships.
It's also important in healthcare influencer engagement, where successful collaborations depend on more than audience demographics and engagement metrics.
Technology will continue to make our work faster and more efficient. We're all for it. Let's go! But as our tools become more powerful, we need to be careful that we don't become so good at identifying, targeting and reaching people that we forget how to connect with them. How to actually get to know them.
That's our reminder to everyone working in healthcare public relations: Keep investing in the relationships.
And to everyone who has taken our call, made an introduction or shared their perspective over the years, thank you. We think you're awesome.
Let's Connect
Great healthcare communications start with understanding people and building relationships that last.
Connect with JPA Health to talk about your communications goals.