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HONG KONG, Sept. 16, 2021 /PRNewswire=KYODO JBN/ --

COVID-19 related stories will stay dominant in healthcare media coverage and

journalists are keen to report on medical innovations, scientific discoveries

and technical applications, according to PR Newswire's 2021 Healthcare Media

Pitching Kit (APAC Edition), which aims to advise brands on pitching to

healthcare media effectively.

With the evolving COVID-19 situation, consumers have become more

health-conscious. In the meantime, the healthcare industry has seen an influx

of developments in various sectors over the past year.

How can brands collaborate with the media to share educational and informative

content that addresses the concerns of readers and get them up to speed on the

latest healthcare developments? What can PR professionals in the healthcare

industry do in order to maintain good relationships with the media?

For this media pitching kit, PR Newswire interviewed 15 editors and journalists

in the healthcare, medical, pharmaceutical and lifestyle sectors across 8

markets in the Asia-Pacific region, providing valuable insights into the above

questions.

Download the kit here(

https://misc.prnasia.com/atd/custeventreg.php?event_id=586?&utm_source=prnasia&utm_medium=press_release&utm_campaign=wp_healthcare-pitching-kit_2021)

or start with the main takeaways below.

1.Spotlight on COVID-19

When it comes to pandemic-related coverage, journalists are most interested in

reporting on the global vaccination drive and the potential side effects of

various vaccines.

"Right now, most of my coverage is related to COVID-19. Anything about the

virus' trajectory or how people and companies are responding to it would get my

attention," said Michelle Fay Cortez, Senior Medical Reporter/Editor at

Bloomberg News.

"Science stories are also interesting - updates on drugs and vaccine

development, new findings and research. Readers are always curious about the

statistical model that predicts how and when the pandemic will end," said Uyung

Pramudiarja, Managing Editor of detikHealth.

2.Medical discoveries and breakthroughs backed by research are preferred.

10 out of 15 journalists express their interest to follow up with more in-depth

coverage on new developments in the healthcare field that are supported by

credible data and sources.

"I would also like to receive news of new products, investments, innovations,

mergers and acquisitions and innovative technology in the healthcare sector in

APAC. From AI applications to industrial tools, technology can solve challenges

in the biopharma and healthcare services sector," said Hithaishi C Bhaskar,

Assistant Manager and APAC Coordinator (Content & Coordination) of BioSpectrum

Asia.

"Besides COVID-19 news, breaking news in the health and science industries will

entice me to do follow-ups. I am also keen on covering medical breakthroughs

and developments from well-known scientists," said Sean Pan, Senior Editor at

The News Lens.

3.Address healthcare issues beyond COVID-19

We are in the middle of a pandemic, but life goes on. Journalists seek to

report on perennial healthcare issues such as the treatment of chronic

diseases, drug developments, surgical techniques and how countries are

grappling with their ageing populations.

"I look forward to seeing additional medical start-ups focusing on technology

development and innovation in the field of pharmacology, including coming up

with innovative drugs and devices. These developments will enrich the local

ecosystem while meeting existing needs," said Liu Zongyu, Deputy

Editor-in-Chief and Content Managing Partner of VC Beat.

"I hope to report on health-related issues beyond COVID-19 such as chronic

diseases, or the latest developments in heart surgery and dementia because our

readers are relatively older, and Taiwan has a growing ageing population,"

explained Sisy Lee, Editor-In-Chief at Evergreen.

4.Skip the jargon

It is best to explain any jargon in your pitch and provide examples and context

to help journalists and their readers to understand your news angle and why it

matters to them.

"For healthcare-related press releases, avoid using jargon and make the

information as clear as possible so reporters can identify the right angle

themselves," said Ho Nhi, Journalist at Giao Duc.

Other key pitching tips from the media include pitching news with a positive

angle and keeping pitches short and concise. For additional advice and insights

into the APAC healthcare industry, download the PR Newswire's 2021 Healthcare

Media Pitching Kit (APAC Edition) here(

https://misc.prnasia.com/atd/custeventreg.php?event_id=586?&utm_source=prnasia&utm_medium=press_release&utm_campaign=wp_healthcare-pitching-kit_2021).

About PR Newswire

PR Newswire, a Cision Ltd. company, is a leading global provider of news

distribution and earned media software and services.  In conjunction with

Cision's cloud-based communications product suite, PR Newswire's services

enable marketers, corporate communicators, and investor relations officers to

identify key influencers, engage target audiences, craft and distribute

strategic content, and measure meaningful impact.  Combining the world's

largest multi-channel, multi-cultural content dissemination network with

comprehensive workflow tools and platforms, PR Newswire powers the stories of

organizations around the world. PR Newswire serves tens of thousands of clients

from offices in the Americas, Europe, the Middle East, Africa and Asia-Pacific

regions. Visit www.prnasia.com for more information.

SOURCE PR Newswire

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   Caption: PR Newswire’s 2021 Healthcare Media Pitching Kit (APAC Edition)