Medical Practice Marketing - All physicians should PR

Consumers want the latest style of cars, the latest fashion from Paris, and cutting edge technology. But patients are a little 'shy about embracing experimental medicine and cutting edge technology when it comes to improving their health or the improvement of their bodies.

That's why the doctors on the cutting edge in their field of specialization of public relations needs. The message of safety, convenience, and success must be conveyed because medical consumers are much more reluctant to be among the first to accept a new medical technology that are the buyers of cars, computers, furniture or fashion.

Of course, patients want to be treated with newer drugs, equipment or method. They simply do not want to be the first! So an innovative physician introducing new equipment or a new treatment method needs the assistance of public relations / marketing professional to succeed.

Nobody would agree to eye surgery without being convinced that the procedure is absolutely safe. No woman will ever agree to breast augmentation or vaginal rejuvenation without feeling absolutely comfortable for the practitioner. The more sensitive the procedure the greater the need for public relations.

It 's been my experience that a well designed and executed public relations / marketing plan to overcome the reluctance of patients to embrace innovations in the medical field. In my practice, which certainly was the case.

While working with doctors in the foreground in recent years I have developed successful marketing campaigns for plastic surgery, LASIK surgery, dental surgery, liposuction and botox. Among the most successful methods is to arrange for the radio personality, television and sports to have the surgery or treatment free and then give examples of how great this new surgery or treatment was for them. I also arranged for endorsements by famous athletes and celebrities, TV radio to convince customers that is safe and desirable to use elective medical procedure.

One of my first customers doctor, who serves as an insightful test case for the theme of this article, is the Windsor Laser Eye Institute (WLEI) founded by Dr. Fouad Tayfour is now a household name in the Detroit-Windsor market.

But when the WLEI became my client Dr. Tayfour was not a household name in Southeast Michigan. The FDA had not yet approved laser eye surgery and then was only available in Canada. Dr. Tayfour, a pioneer in Canada and the United States, has opened a clinic in Windsor across the river from Detroit. Thus, due to its proximity to Windsor Detroit, Dr. Tayfour wanted to get to the metro Detroit area.

While there was interest in seeing the laser as a substitute for glasses or contact lenses, initially there was a flood of traffic on the Ambassador Bridge at the clinic. People are very sensitive about their eyes and very hesitant to be among the first to embrace this revolutionary approach. What about side effects or complications down the road? How uncomfortable is the procedure? How long will the correction last? It will damage my eyes? And added to these concerns is the fact that the procedure had not been given FDA approval and was not covered by health insurance.

One of the first steps was to prepare a series of documents for a press kit to explain what the laser procedure in question, what are the benefits were, and made to overcome concerns about side effects, pain, discomfort , etc. The press kits were distributed to television reporters, radio and newspapers, and sports personalities, talk show guests, and other celebrities of the Detroit market. News reports have been filed and radio celebrities began to talk about this new procedure across the river. Dr. Tayfour then performed the procedure free of charge to sports figures, celebrities and media personalities who then spread the word further. These well-known and respected celebrities also issued endorsements for laser vision. As part of this campaign I organized for the two laser vision surgical procedures to be broadcast live, which actually had a positive impact on patients!

We created a campaign buzz and soon everyone was talking about laser vision and how wonderful it was. I became so frequent trips from Detroit to Windsor, when immigration officials in the booth asked, "Why did you come to Canada" and heard "to get laser eye surgery", they just nodded and launched by Dr. Tayfour an intense television advertising campaign that has cemented his status as a household word in the region. But the groundwork for that to happen was a campaign targeting the media and the information selected.

This was not only a classic textbook approach to the promotion of media and marketing niche in which you tear a page and cover the points list. The media coverage has been successful mainly because I have invested the time required hard to cultivate contacts with the media and establish their trust. Now, when they get a pass from me, the editor / journalist he trusts me and knows the facts presented are accurate. If you do not establish the relationship and trust first, the press kit carefully planned when you arrive on the desk of the director end up in the bin within 20 seconds. PR is not about glitter and gloss, it comes to relationships and trust.

As part of cultivating relationships with the media who regularly attend big media events in New York City where I have to face to face meetings with journalists, publishers, writers and producers from top national magazines, newspapers and radio / TV. I have such shops successfully aquifer medium 20/20, Prime Time, CNN, People, Good Morning America, Newsweek, Time Magazine, Dateline NBC, The View, Oprah's O magazine, Cosmopolitan, Fox News, Good Housekeeping, Newsweek just to name a few.

The same things that worked for Dr. Tayfour also worked for:

TLC Laser Eye Centers of Michigan to arrange FOX and ABC television coverage to promote their new Custom LASIK procedure,

Dr. Joseph Berenhotz, Director Laser Vaginal Rejuvenation Institute of Michigan to promote a new vaginal laser treatment covered by the Detroit Free Press, NBC and ABC TV in Detroit and an Indianapolis TV station

To promote Plastic Surgeon Dr. Gregory Roche of Bloomfield, Michigan, when he launched BOTOX in Michigan

Media coverage and advertising for Dr. Fiander of the Farmington Laser Eye Clinic

For laser plastic surgeon Dr. Lawrence Castleman I placed dozens of articles and arranged TV and radio news coverage, and gained newspaper coverage for everything from ultrasonic liposuction to botox for sweating and hair transplants

Targeted marketing for Cosmetic Surgeon Dr. Michael Gray when he launched a program of endoscopic breast augmentation in Michigan

And instead of the press articles and arranged TV news coverage of dental implants and tooth friendly Easter Basket for Dr. Timothy Kosinski, DDS

(By the way, I never represented two LASIK surgeons or two plastic surgeons at the same time. My business and personal code of ethics does not allow representing clients who are in competition).

In addition to public relations and marketing campaigns aimed at television, radio, newspapers, trade and professional publications Internet marketing is very effectivce. One of the first things I check when meeting with new clients is if they have a website and how good it is to market their product, service or message. Nine times out of ten one of the first things we are planning a redesign and revamping of the content to make the web site marketing tool life should be.

With that done, I then strategically placed press releases and electronic EzineArticles in the Internet and use the sound, state-of-the-art techniques of search engines and traffic to client's website. The increase in traffic on the website you just rejuvenated subsequently lead to calls or e-mail inquiries to the medical practice of the client then pushes traffic to the medical clinic.

Another technique is the key to promote the professionals in the medical field is to establish the client as an expert in his / her field of specialization. The executive biography included in the press kit is geared to the promotion of know-how of the customer. I also make sure that the client is listed as an expert in a valuable service online expert. Editors consult this service when looking for experts in the field of development plans. To get an interview in the news as an expert in the field is worth a pot of gold and that makes subscribers to this service, such as my company, a valuable ally to the media, providing only what they need .. . an expert.

A major strategy in the creation of a physician as an expert is to schedule interviews on television, radio, and radio talk shows. To do this, the client must be able to deal with the media, and the majority of clients are not able to be interviewed. Therefore, while the customer's website is enhanced, and the press kit is being developed, I subscribe to the customer with an estimated average coach.

Media Training will give doctors, dentists and surgeons to learn the skills to use the media, not only to convey their message, but to force people to try the medical procedure or treatment plan. As a marketing expert, I can pitch a story of a doctor and the line of a television or radio interview, but the author will not be able to amaze listeners and capitalize on the interview without being coached by a coach of the media

Before investing in a public relations firm is prudent to find a PR professional who knows his way around the press room and has a body of work successfully training doctors in all forms of media. When shopping for a PR firm to consider the following:

o The company has a track record of placements and medical care?

o The company has extensive media contacts and relationships in a course?

o The company has a good reputation with journalists?

or are the press kit sample from other medical clients professionally written?

At the end of the day, sign up with someone who can show the desired results. My clients have been characterized by Good Morning America, CNN, ABC Nightly News, The New York Times, Nightline, TIME, PBS, Los Angeles Times, USA Today, Washington Post, Family Circle, Women's World to name a few .......