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DOCTORING UP THEIR IMAGE: WHY ARE SO MANY PHYSICIANS IMPLEMENTING PUBLIC RELATIONS IN THEIR PRACTICES?

Written by: Katherine Rothman

Article Overview: As recently as a decade ago, most physicians who had achieved a certain level of peer and patient recognition were loath to advertise their practices until HMO’s began to dictate patient care and reimbursement. Soon after, sub-specialists such as gynecologists and internists were performing lucrative elective procedures that were once the sole domain of plastic surgeons and dermatologists. Enter public relations.

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DOCTORING UP THEIR IMAGE: WHY ARE SO MANY PHYSICIANS IMPLEMENTING PUBLIC RELATIONS IN THEIR PRACTICES?

DOCTORING UP THEIR IMAGE: WHY ARE SO MANY PHYSICIANS IMPLEMENTING PUBLIC RELATIONS IN THEIR PRACTICES?

As recently as a decade ago, most physicians who had achieved a certain level of peer and patient recognition were loath to advertise their practices until HMO’s began to dictate patient care and reimbursement. Soon after, sub-specialists such as gynecologists and internists were performing lucrative elective procedures that were once the sole domain of plastic surgeons and dermatologists. As the stakes in elective medicine were raised, even the most conservative plastic surgeons and dermatologists knew they had to change with the times or risk an empty waiting room. Advertising was the first phase in the evolution of practice promotion. Soon, savvy practitioners realized that advertising might only serve to maintain the status quo of a practice without taking it to the next level. Those cosmetic surgeons and dermatologists who sought an upper income man or woman began to feel that advertising did not impact their target patient. The reality is that those with disposable income for cosmetic procedures typically find their physicians through referrals or editorial coverage, not advertising. Enter public relations.

Public relations differs from advertising in that it uses editorial coverage in newspapers, magazines, radio, television, and health internet sites to highlight a physician and his or her practice. A campaign can focus on new trends, techniques, controversies, safety issues in a respective sub-specialty or any host of topics deemed press worthy by a publicist and media representative. Essentially, a PR campaign works by taking information the consumer needs and wants to know and presenting it in the form of actual stories related to dermatology or plastic surgery. Ensuing media exposure in outlets such as Elle or Vogue magazine or programs like ‘The Today Show’ have a huge impact on prospective patients’ medical choices. It serves to reinforce that a physician is the expert in his or her sub-specialty. In addition, it lends a cache and seal of approval that cannot be achieved even by an aggressive ad campaign. The bottom-line is that medical advertising translates as biased, while it never occurs to the average person that a doctor employed a public relations firm to secure a media spot. Not only can public relations and sub-sequent media exposure increase name recognition, it can also translate into actual patients (increased revenue) as well as assure current patients that they made the right choice.

Once a surgeon has decided to use public relations, it can often be difficult to find a good firm. The task is made even harder because most doctors are reluctant to admit to their peers or friends that they have engaged a publicist. Doctors can call the Public Relations Society of America for listings of public relations firms registered with them, or the internet is also an option. Many doctors do get “burned” by public relations firms. This usually occurs because the physician has engaged an individual or corporation who has little or no expertise in medical/healthcare pr, which is an entirely different niche than fashion, entertainment, restaurant, or corporate public relations. Just as one would not visit a chiropractor for laser resurfacing, it is unwise to engage a firm that has not worked with doctors or aspects of the healthcare industry. It is of paramount importance that publicists are able to speak a doctor’s language. If a physician has to explain to their publicist what a blepharoplasty is, or the difference between ultrasonic liposuction and the tumescent technique, this will take valuable time away from the campaign. In addition, while one firm may do a stupendous job representing a restaurant, the same media contacts are not used to represent a physician. Doctors who seek public relations on a national level will likely have better success with a public relations firm whose base is New York City. Although this may come as a surprise, the public relations firm need not be located in the same city as its clients. The majority of key media outlets originate in New York City. A pr firm located there can more easily facilitate personal contacts with these Manhattan editors and producers. Such alliances will undoubtedly be fruitful for clients. When dermatologists or plastic surgeons are interviewing prospective public relations firms they should ask to see press releases written for other medical clients, examples of media placements, as well as colleagues to call as references. It is important for doctors to gauge a publicist’s understanding of medical terminology and the climate of the physician’s respective sub-specialty. As with advertising, there are no guarantees that media exposure will translate into additional patients. A public relations firm should be able to give a prospective medical client some idea of what they can expect in terms of media outlets to be pursued, continuity of exposure, number of weekly hours devoted to the client, as well as various strategies for a campaign. There should also be an inherent agreement that a physician can decline any media opportunity he or she is uncomfortable about pursuing. Physicians must be mindful of that fact that public relations is a cumulative process. One television appearance or magazine article cannot judge its merits. Lastly, public relations is not a magical process. Those who make this foray must be willing to be pro-active participants and respond to media queries in a timely manner, with before and after pictures, and/or statistical evidence if necessary. Public relations, when implemented ethically and effectively, can truly help a practice gain an edge in competitive markets. It can often make the difference between remaining a ‘best-kept secret’ or having a full surgery schedule. Doctors who elect to go this route must keep their egos in check and adhere to the Hippocratic Oath. Is there a downside to public relations? Yes, physicians just might become addicted to their newfound fame.

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Article Tags: campaign works, cosmetic procedures, cosmetic surgeons, dermatologists, disposable income, editorial coverage, elective procedures, gynecologists, health internet, internists, media exposure, media representative, medical choices, pr campaign, practice promotion, prospective patients, radio television, sole domain, target, vogue magazine

About the Author: Katherine Rothman
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Katherine M. Rothman is the CEO of KMR Communications, Inc in Manhattan. We specialize in beauty, health, fitness, fashion, and lifestlye public relations for 12 years. www.kmrpr.com

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