In the ever-evolving landscape of healthcare, the role of public relations (PR) has become increasingly crucial for doctors, especially those in the early stages of their careers. Here, we’ll break down what PR for doctors entails, why it’s important, and how to get started to increase your visibility.
WHAT IS PR?
First, let’s take a look at what public relations is/means. Public Relations helps shape public image and perception – they can be for a person, company, product, or device across any and all industries (medicine, fashion, tech, aerospace) – and done through media (Television, digital, magazines, newspapers, podcasts, radio). It can also be about shaping image and perception to consumers (known as Business to Consumer, B2C), or within industry (known as Business to Business, B2B). And the reach can be as small as local media, or as expansive as international.
WHY SHOULD DOCTORS DO PR?
When we’re talking about PR for doctors, it means helping doctors leverage and harness the power of media to increase their visibility and establish authority and credibility for themselves. More than credibility, public relations is the best way to build trust. Even in a referral, prospective patients will still go online to do their research. This may include online reviews, exploring the doctor’s website, but if media interviews come up during the search, that patient is 10x more likely to not only make an appointment, but already begin trusting the physician before meeting. This is because consumers/patients believe the journalist has already vetted its sources, making the physician more credible to the reader. This increased visibility and credibility, will allow doctors to attract the right patients to their practice, and accelerate the ‘know, trust and like’ factor.
HOW TO GET STARTED IN PR
Hiring a PR agency or publicist may be cost prohibitive at the start of your medical career, where the average starting cost can be in the ballpark of $3k-$5k/month. If you are not in a position to hire a publicist, here are a few actionable ways you can take control of your media relations:
Get Professional Headshots
This seems very basic, but good imagery is helpful when introducing yourself to media. Don’t just go for the standard lab coat headshot. Hire a professional photographer to take headshots with and without a lab coat, in your professional setting (office and/or operating room), interacting with patients (or hired models who look like they could be patients). Get creative – images can be used to tell a story. Not all images have to be a pose, they should be a combination of still shots and some in action or motion.
Define Your Brand
Identify what sets you apart. Answer the “why you.” Why should patients pick you? Why should media speak with you? What is it about you that sets you apart? Is it how you practice? Is it the type of patients who seek you out? Do you have a niche within your specialty (or trying to create one)?
Create Your Messaging
“Messaging” refers to the topics you can, and are prepared to, speak about. This will continue to evolve over time, but general begins with the questions you get asked the most by patients, the points you seem to always be stressing, the myths or misconceptions you may want to clear up, the best tips you can give patients, what you wish people knew or would do differently that would improve their health. Even if you could only come up with one point for each of these, that is already five messaging points, which is a great start!
Media Outreach
Find and connect with the writers who write stories about the topics you speak about. That may be health & medical if you’re a cardiologist, neurologist, oncologist or urologist. It may also be wellness and/or lifestyle writers, if you’re a pain management specialist, chiropractor, functional medicine specialist, ophthalmologist, or in weight loss. It may even be beauty writers if you’re a cosmetic dentist, dermatologist or plastic surgeon. You can work your way backwards from the stories you patients are searching for, to the writers who write them.
Public relations is a powerful tool for young physicians to shape their professional identity and enhance visibility. By embracing PR strategies, doctors can build strong connections with patients, colleagues, and the community, paving the way for a successful medical career.
