Consumers and patients are savvier than ever and they know that an ad or a commercial is there because it was paid for. PR is the only form of marketing that establishes you as an expert, offers you the validation and credibility of being featured as a news story and reaches your target market, in other words potential patients.
Over the past two decades, we’ve worked with hundreds of physicians. We’ve also represented hospitals and medical centers. Depending on their needs and objectives we’ve helped physicians grow their practice, build their brand, establish themselves locally and nationally, and land publishing and media opportunities.
Reading, watching or listening to media is how most of the public learns about health and medical oriented topics. Apart from TV, radio, magazines and newspapers, the public generally searches the web to find information. And, more-often-than-not, search engines lead to media stories about the specific topic being researched. So, by being featured in the media, you are also positioning yourself to be found online. So PR also works as amazing SEO tool.
When launching a public relations campaign, always remember that you are the expert, but your patients tell your stories. The media is not interviewing you to hear about your schooling or degrees, they want to know how you’d helped change patient’s lives. The audience, your prospective patients are watching reading or listening to see what they can learn that will benefit themselves, a loved one or an acquaintance. Nothing illustrates your expertise more dramatically than impactful patient stories.
If you do have a new topic or procedure that you want to present, make sure that you focus on how and why it’s new and unique. Also, as important as the topic itself, make a strong case to producers and editors as to why you should be the one to discuss it. Why should the media interview you as opposed to a number of other physicians in your field? A few years back we were working with a physician who was using a new medical procedure. He was not the one who invented it, but was one of the first to perform it. The inventor of the procedure did not launch a PR campaign, we did and were able to land coverage in the New York Times, the Los Angeles Times as well as on CNN and other major media outlets. Our client was established as the expert and the go-to physician when it came to that procedure.
Remember, PR not only offers you the credibility and validation of being featured in the news, it is the most powerful way to reach your target market and establish yourself as an expert in your field.
Doctor PR | Savvy Healthcare PR