Global Courant
Consumers want the latest style in cars, the latest fashion from Paris and the latest technology. But patients are hesitant to embrace experimental medicine or advanced technology when it comes to improving their health or improving their bodies.
That’s why doctors who are leaders in their field need public relations. 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 technique than buyers of cars, computers, furniture or fashion.
Sick people naturally want to be treated with the very latest medicine, equipment or method. They just don’t want to be the first! And so an innovative doctor introducing new equipment or a new treatment method needs the help of a PR/marketing professional to be successful.
No one will 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 with the doctor. The more sensitive the procedure, the greater the need for public relations.
In my experience, a well-thought-out and executed PR/marketing plan will overcome patients’ reluctance to embrace medical innovations. This has certainly been the case in my practice.
Working with leading physicians over the years, I have developed successful marketing campaigns for Plastic Surgery, LASIK Surgery, Dental Surgery, Liposuction and BOTOX. One of the most successful methods is getting radio, television, and sports personalities to get the surgery or treatment for free and then provide testimonials about how great this new surgery or treatment has been for them. I have also arranged endorsements from popular sports, TV and radio celebrities to help convince clients that it is safe and desirable to use the elective medical procedure.
One of my first medical clients, which serves as an illuminating test case for the theme of this article, is the Windsor Laser Eye Institute (WLEI), founded by Dr. Fouad Tayfour, now a household name in the Detroit-Windsor market.
But when the WLEI became my client, Dr. Tayfour not a concept in Southeast Michigan. The FDA had not yet approved laser eye surgery and was therefore only available in Canada. Dr. A pioneer in Canada and the US, Tayfour opened a clinic in Windsor across the river from Detroit. So, because of Windsor’s proximity to Detroit, Dr. Tayfour reach the Greater Detroit metropolitan area.
While there was interest in laser vision as a replacement for prescription glasses or contact lenses, there was initially no traffic flow across the Ambassador Bridge to the clinic. People are very sensitive to 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 does the correction take? Will it damage my eyes? And adding to these concerns was the fact that the procedure lacked FDA approval and was not covered by health insurance.
One of the first steps was to prepare a set of documents for a press kit to explain what the laser procedure entailed, its benefits, and facts to address concerns about side effects, pain, discomfort, etc. The press kits were distributed to television, radio, and newspaper reporters, as well as sports figures, talk show hosts, and other celebrities in the Detroit market. News reports were filed and radio celebrities started talking about this new procedure across the river. Dr. Tayfour then performed the procedure for free for sports figures, celebrities and media personalities who then spread it further. These well-known and respected celebrities have also endorsed laser vision. As part of this campaign, I ensured that two laser vision surgical procedures were broadcast live on television, which really had a positive impact on patients!
We created a buzz campaign and soon everyone was talking about laser vision and how amazing it was. The trips from Detroit to Windsor became so frequent that when the immigration officers at the booth asked, “Why are you coming to Canada” and heard “to get laser eye surgery,” they simply told Dr. advertising campaign that cemented its status as a household name in the region. But the basis for that event was a targeted media campaign and selected statements of support.
This wasn’t just a classic textbook approach to media promotion and niche marketing where you tear out a page and cover the bullet points. Media coverage in particular was successful because I invested the hard time in maintaining media contacts and gaining their trust. Now when they get a pitch from me, the editor/reporter trusts me and knows that the facts presented will be accurate. If you don’t build the relationship and trust first, your carefully curated press kit will end up in the trash within 20 seconds of arriving at the editor’s desk. PR is not about shine and glitter; it’s about relationships and trust.
As part of maintaining media relations, I regularly attend major media events in New York City where I meet face to face with journalists, editors, writers and producers from leading national magazines, newspapers and radio/TV programs. I have successfully pitched media outlets such as 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 to name but a few to mention few.
The same things that for Dr. Tayfour, also worked for:
§ The TLC Laser Eye Centers of Michigan to arrange FOX and ABC TV coverage are promoting their new Custom LASIK procedure,
§ dr. Joseph Berenhotz, director of the Laser Vaginal Rejuvenation Institute of Michigan promotes a new vaginal laser treatment that will be broadcast 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 advertisements for Dr. Fiander of the Farmington Laser Eye Clinic
§ For laser plastic surgeon Dr. Lawrence Castleman, I posted dozens of articles, arranged TV and radio news coverage, and got 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 an endoscopic breast augmentation program in Michigan
§ And posted print articles and arranged TV news coverage about dental implants and a tooth-friendly Easter basket for Dr. Timothy Kosinski, DDS
(By the way, I have never represented two LASIK surgeons or two plastic surgeons at the same time. My company and personal code of ethics do not allow me to represent competing clients).
In addition to PR and marketing campaigns aimed at television, radio, newspapers, trade and trade magazines, Internet marketing is very effective. One of the first things I check when meeting new clients is whether they have a website and how good it is at marketing their product, service or message. Nine times out of ten, one of the first things we plan is a content redesign and refresh to make the website the viable marketing tool it should be.
Then I strategically post electronic press releases and e-zine articles on the Internet and use sound, advanced search engine techniques to drive traffic to the client’s website. The increased traffic to the newly revamped website will then result in phone calls or email inquiries to the client’s medical practice, which in turn will drive new traffic to the medical clinic.
Another technique that is essential to promote professionals in the medical field is to establish the client as an expert in his/her field. The executive biography included in the press kit is aimed at promoting the client’s expertise. I also make sure that the customer is listed as an expert in a valuable online expert service. Editors turn to this service when looking for story development experts. Getting an interview in a news story as an expert in the field is worth a pot of gold and that makes subscribers to this service, like my company, a valuable media ally by providing exactly what they need… an expert.
An important strategy in establishing a medical professional as an expert is scheduling interviews on television, radio, and radio talk shows. To do this, the client must be equipped to deal with the media, and most clients are not adept at interviewing. Therefore, while promoting the client’s website and developing the press kit, I sign the client up with a respected media coach.
Media training will give doctors, dentists and surgeons the skills to learn how to use the media, not only to get their message across, but also to force people to try the medical procedure or treatment plan. As a marketing expert, I can pitch a doctor’s story and set up a TV or radio interview, but the author won’t be able to wow listeners and benefit from the interview without being trained by a media coach
Before investing in a PR agency, it’s wise to find a PR professional who knows his way around the newsroom and has a track record of successful medical placements in all forms of media. When shopping for a PR firm, keep the following in mind:
o Does the company have a track record of medical and health placements?
o Does the company have extensive media contacts and long-term relationships?
o Does the company have a good reputation among journalists?
o Are other medical clients’ sample press kits professionally written?
At the end of the day, sign up with someone who can demonstrate the results you want. My clients have been mentioned by Good Morning America, CNN, ABC Nightly News, The New York Times, Nightline, TIME, PBS, Los Angeles Times, USA Today, Washington Post, Family Circle, Woman’s World to name a few.
Medical Practice Marketing – All doctors need PR
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