Statistics suggest that due to the recent rise in the number of cosmetic treatments in the US, now is the perfect time to implement a PR campaign and strategize in marketing for dermatologists hoping to expand the reach of their practice.
According to a 2015 study by the American Society for Dermatologic Surgery:
For the fourth year in a row, skin cancer treatments ranked as the most-performed procedure, and dermatologists performed 6.7 million cosmetic treatments in 2015.
According to the study, the top cosmetic treatments in 2015 were:
- 2.62 million laser, light and energy-based procedures
- 1.79 million neuromodulators
- 1.36 million soft-tissue fillers
- 596,000 chemical peels
- 230,000 body sculpting treatments
More and more patients are actively seeking out dermatologists for non-invasive cosmetic treatments. Your objective is to make sure you are the physician patients in your area turn to.
An effective PR campaign is one of the most effective approaches to building a successful dermatological practice. Effective PR is effective storytelling. This not only helps with media coverage, educational and informative content can also find its way into various media channels and leading blogs, forums, and websites. Most traditional media outlets also have a strong online presence, which serves as a synergistic bridge between media and Internet marketing.
To start answer the following questions:
- What separates your practice from others in the field?
- How does a patient benefit from visiting your practice as opposed to another physician?
- What is your primary target market?
- What are your secondary markets?
- Where can you reach those markets, i.e. what magazines do they read, TV show do the watch, what blogs or social media platforms are they on?
- How can you most effectively reach those prospective patients?
Answering those questions can sometimes be tricky, which is where a marketing or PR professional can help. When it comes to reaching your market, remember different markets can be found on different platforms. TV, magazines, newspapers and online publications are still the primary sources of information for many of your potential patients, but there is no one-size-fits-all approach. Do your homework, define your objectives and study the market before launching a campaign
Appearing in the media, either being quoted or featured in the news separates you from the completion and establishes yourself as an expert in your field. You want a focus on local media, but don’t simply think local. A compelling medical story can interest local, regional and national media. By appearing in a national media outlet, you not only position yourself as a national expert in your field, you also further reinforce your credibility with your locally-based prospective patients.
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