Consumers want the latest style in automobiles, the latest fashions from Paris, and the cutting edge in technology. But patients are gun-shy about embracing experimental medicine or cutting edge technology when it comes to improving their health or enhancing their bodies.
That’s why doctors on the cutting edge in their area of specialty 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 are buyers of automobiles, computers, furniture or fashion.
Of course, sick people want to be treated with the very latest drug, 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 assistance of a public relations/marketing professional to be successful.
No one will agree to eye surgery without being convinced the procedure is absolutely safe. No woman will ever agree to breast augmentation or vaginal rejuvenation without feeling absolutely comfortable about the practitioner. The more sensitive the procedure the greater the need for public relations.
It has been my experience that a well-thought out and executed public relations/marketing plan will overcome reluctance by patients to embrace medical innovations. In my practice that certainly has been the case.
While working with prominent doctors over the past several 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 radio, television and sports personalities to have the surgery or treatment free and then give testimonials on how great this new surgery or treatment has been for them. I’ve also arranged for endorsements by popular sports, TV and radio celebrities to help convince customers that it is safe and desirable to use the elective medical procedure.
One of my earliest medical clients, 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 who today is 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 so it was only available in Canada. Dr. Tayfour, a pioneer in Canada and the U.S., opened a clinic in Windsor across the river from Detroit. Thus, because of Windsor’s close proximity to Detroit, Dr. Tayfour wanted to reach out to the Greater Detroit metropolitan area.
While there was interest in laser vision as a substitute for prescription glasses or contact lenses, initially there was not a flood of traffic over the Ambassador Bridge to the clinic. People are very sensitive about their eyes and very hesitant about being 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? Will it damage my eyes? And added to these concerns was the fact that the procedure did not have 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 involved, what the benefits were, and facts to overcome concerns about side-effects, pain, discomfort, etc. The press kits were distributed to television, radio and newspaper reporters, and to sports figures, talk show hosts, and other celebrities in the Detroit market. News reports were filed and radio celebrities began talking 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 arranged for two laser vision surgical procedures to be televised live, which really had a positive impact on patients!
We created a buzz campaign and soon everyone was talking about laser vision and how wonderful it was. The trips became so frequent from Detroit to Windsor that when the immigration officials in the booth asked, “Why are you coming to Canada” and heard “to get laser eye surgery” they just waved them on by Dr. Tayfour then launched an intense television advertising campaign that cemented his status as a household word in the region. But the groundwork to that happening was a targeted media campaign and selected endorsements.
This was not just a classic textbook approach to media promotion and niche marketing where you tear out a page and cover the bulleted points. The media coverage particularly was successful because I have invested the hard time needed cultivating media contacts and establishing their trust. Now when they get a pitch from me, the editor/reporter trusts me and knows the facts presented will be accurate. If you don’t establish the relationship and trust first, your carefully planned press kit when landing on the editor’s desk will end up in the wastebasket within 20 seconds. PR is not about gloss and glitter; it’s about relationships and trust.
As part of cultivating media relations I regularly attend major media events in New York City where I have face-to-face meetings with journalists, editors, writers and producers from top national magazines, newspapers and radio/TV programs. I have successfully pitched such media outlets 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 a few.
The same things that worked for Dr. Tayfour also worked for:
The TLC Laser Eye Centers of Michigan to arrange FOX and ABC TV coverage promote their new Custom LASIK procedure,
Dr. Joseph Berenhotz, Director of the Laser Vaginal Rejuvenation Institute of Michigan promoting 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 an endoscopic breast augmentation program in Michigan
And placed print articles and arranged TV news coverage on dental implants and a 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 company and personal code of ethics does not allow representing clients who are in competition).
In addition to PR and marketing campaigns aimed at television, radio, newspapers, professional and trade publications internet marketing is very effectivce. One of the first things I check when meeting with new clients is whether they have a web site and how good it is at marketing their product, service or message. Nine times out of ten one of the first things we schedule is a redesign and revamping of the content to make the web site the viable marketing tool it should be.
With that done, I then strategically place electronic press releases and EzineArticles on the Internet and employ sound, state-of-the-art search engine techniques and drive traffic to the client’s web site. The increased traffic to the newly rejuvenated web site will subsequently result in phone calls or email inquiries to the client’s medical practice that then drives new traffic to the medical clinic.
Another technique that is key to promoting professionals in the medical fields is to establish the client as an expert in his/her field of specialty. The executive biography included in the press kit is geared toward promoting the client’s expertise. I also make sure that the client is listed as an expert in a valuable online expert service. Editors consult this service when looking for experts on developing stories. To gain 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, such as my firm, a valuable ally to the media by providing just what they need… an expert.
A major strategy in establishing a medical professional as an expert is to schedule 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 skilled in being interviewed. Therefore, while the client’s web site is being boosted, and the press kit is being developed, I sign the client up with a well-respected media coach.
Media training will give doctors, dentists and surgeons the skills to learn how to use the media, not just to convey their message but to compel people to try the medical procedure or treatment plan. As a marketing expert, I can pitch a doctor’s story and line up a TV or Radio interview but the author won’t be able to amaze listeners and capitalize on the interview without being trained by a media coach
Before investing in a PR firm it is prudent to find a PR professional who knows his or her way around the newsroom and has body of work with successful medical placements in all forms of media. When shopping for a PR firm consider the following:
• Does the firm have a track record of medical and health placements?
• Does the firm have extensive media contacts and an ongoing relationships?
• Does the firm have a good reputation with journalists?
• Are the sample press kits from other medical clients professionally written?
At the end of the day, sign up with someone who can demonstrate the results you want. My clients have been featured 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.
