Healthcare campaigns that are designed for radio can be tricky, finds Craig McGuire.

Reporting complex healthcare issues often requires timely statistics and expert analysis, which means radio stations are receptive to outside content.

But, deciding which tactics and tools work for which campaigns - ANRs, RMTs, and others - depends on more than just the issue.

For example, when Strauss Radio Strategies (SRS) launched a campaign to publicize the first UN-observed proclamation of World Diabetes Day, November ...