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Guest post by: Katherine Rothman Become an Author

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When the economy is down, instead of using an axe to slash the marketing budget, doctors and aesthetic professionals should focus spending where they’ll get the biggest return on investment. With consumers more cautious and cynical than ever, public relations can be one of the most affordable and effective ways to build credibility and attract new business, says Katherine M. Rothman, CEO of KMR Communications, a leading New York public relations agency specializing in the medical and beauty businesses. According to Ms. Rothman, “In an ideal world, public relations, marketing and advertising work hand-in-hand to help build business. But when budgets are tight, a focused PR strategy implemented by a skilled public relations professional is the most cost effective and credible way to set yourself apart from the competition.” Public relations is especially important for those in the medical and aesthetic fields. “Potential patients are cynical, suspicious and cautious,” Ms. Rothman explains. “With the volume of web and print-based advertising rising exponentially, people are increasingly turning to third party sources for physician referrals. They don’t trust advertisements. Rather, they find the ‘best’ physicians through two major sources: word of mouth and the media.” Positive media exposure can help doctors establish themselves as an expert in their field, foster credibility, and ultimately attract more business. When a doctor is featured in the news, he or she benefits from a trusted third party endorsement and implied seal of approval that can’t be achieved by even the most aggressive and expensive ad campaign. “Today, there are plenty of doctors and beauty professionals who have become media stars, not because of some innovative new discovery, but because they had the foresight to hire a skilled public relations firm with solid media contacts,” Ms. Rothman says. “But public relations isn’t just for big city doctors. National media outlets like to have a cross-section of cities from which to draw experts, and local media outlets like to highlight professionals with local connections.” According to Ms. Rothman, doctors and aesthetic professionals from any size practice or location can benefit from a solid strategic public relations plan. “A public relations campaign can focus on new trends, innovative techniques, controversies, safety issues, or a host of other topics. The key is to work with a professional with strong media contacts across a broad range of outlets, including newspapers, magazines, radio, television and the internet.”

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