December 7, 2011 Leave a comment
There are several reasons why physicians, more than those in other professions, can benefit from an effective media relations campaign. The traditional media is how most consumers and patients learn about the latest medical breakthroughs, news, or studies. Those physicians that are featured in the media are seen as trusted experts. They are the ones that the consumers and potential patients are going to seek out. Public relations is not simply a form of marketing, it is an effective way to inform and educate the public. Education and information are the keys to a truly successful media campaign; press coverage reaches a physician’s target market, drives patients their way and gives them validation and credibility
PR is the only form of medical marketing that effectively builds trust and credibility. Marketing a medical practice via traditional advertising has its place, but that approach has inherent risks. No patient wants to feel that he or she is being “sold”. Patients want to see someone they trust, someone they feel is the best in their field. It is that validation and trust factor that comes with being featured in the media.
Media relations is particularly important for physicians on the cutting edge, or those who are introducing new procedures or treatments, The message of safety, trust, expertise and success needs to be conveyed through the media. The validation and credibility factor needs to be established. Making decisions about health care and medical treatments can be frightening for most patients and consumers. Because of that they are reluctant to be among the first to try a new medical technique than are most consumers. Through targeted public relations a sense of trust can be established; the newer and/or more sensitive the procedure, the greater the trust that needs to be established, which is why PR is particularly important in those arenas.
As stated earlier a truly effective medical PR campaign is not just about marketing; it is also about educating and communicating with the public. A successful media relations campaign educates and informs. Used effectively, PR can not only build a medical practice, it can usher in new concepts and perspectives and shape the ideas of a community. Because of that, fact it’s important that physicians see and present themselves as educators. By utilizing the media to present their stories and show case their expertise; physicians can establish themselves as experts in their field, reach their target market and build a successful practice.
Copyright © Anthony Mora 2011