Consumers want the latest style in the car, the latest Paris fashion, and cutting-edge technology. But patients are not complete gun experimental medicine and cutting edge technology when it comes to improving their health or improve their body.
That's why doctors need to date in their area of public relations. The message of safety, comfort and success should be promoted because medical consumers are much more reluctant to beamong the first of a new medical technology which are buyers of automobiles, computers, furniture or fashion to accept.
Of course, patients want to be treated with newer drugs, devices or processes. Just do not want to be the first! And so an introduction of new innovative medical equipment or a new treatment method needs the help of a public relations / marketing professional to be successful.
Nobody is in the eye surgery, convinced that without the consent processabsolutely safe. No woman will ever agree to breast augmentation or vaginal rejuvenation without feeling absolutely comfortable for the professional. The more sensitive the procedure the greater the need for public relations.
It 'been my experience that a well thought-out and execution of public relations / marketing plan will overcome the reluctance of patients to embrace medical innovations. In my practice, which was certainly the case.
While working with prominent doctors over theFor several years I have developed successful marketing campaigns for plastic surgery, Lasik surgery, dental surgery, liposuction and Botox. The most successful methods is to organize radio personality, television and sports for the surgery or treatment free and then give the test, how great this new surgery or treatment for them. I also have entries organized by popular sports figures, TV and radio, to convince customers that is safe anddesirable to use elective medical procedures.
One of my earliest medical clients, serving as a testbed for penetrating the subject of this article is the Windsor Laser Eye Institute (WLEI) by Dr. Fouad Tayfour now has established a name known in the Windsor-Detroit market.
But when my client was Dr. WLEI Tayfour was not a household name in Southeast Michigan. The FDA has not approved laser eye surgery and has only been available in Canada. Dr. Tayfour, aA pioneer in Canada and the United States, has opened a clinic in Windsor, across the river from Detroit. Thus, due to the proximity of Windsor to Detroit, he wanted to reach Dr. Tayfour the greater metropolitan area of Detroit.
Even if there was interest in laser vision as a substitute for glasses or contact lenses, initially there was a flood of traffic across the Ambassador Bridge to the clinic. People are very sensitive to their eyes and very hesitant at firstTo embrace this revolutionary approach. What about side effects or complications on the road? How uncomfortable is the procedure? How long will the correction? The damage my eyes? He added that this concern was the fact that the process does not affect FDA approval and is not covered by health insurance.
One of the first steps was to explain a series of documents prepared for a press kit, which involved the laser procedure, what are the advantages and the facts to overcome concernsabout side effects, pain, discomfort, etc. The press kits were television reporters, radio and newspapers and distributes sports, talk show hosts and other celebrities in the Detroit market. News were presented and radio celebrity talk about this new procedure on the River. Dr. Tayfour then performed the procedure free of charge to athletes, celebrities and media personalities, who then spread the word. This well-known and respected personalitiesalso gave notices for laser vision. As part of this campaign I arranged for two laser vision surgical procedures to be broadcast live on television that actually have a positive effect on patients!
We have a buzz campaign and soon everyone was talking about laser vision and how beautiful it was. The trips became so frequent from Detroit to Windsor, when the officers asked the immigration service in the cabin: "Why did you come to Canada" and heard "to get laser eye surgery," are simply a sign ofDr. Tayfour then launched an intense television advertising campaign that cemented his status as a concept in the region. But the cornerstone of this event was a campaign of media and selected specialties.
This was not just a textbook approach to literacy media promotion and niche marketing where you tear a page and cover the bulleted points. Media coverage has been particularly successful because I invested a difficult time for the cultivation of contacts with the media andFoundation trust. Well, if they have received a pass from me, the editor / reporter trusts me and knows the facts are presented in more detail. If so, where is the first report and the trust of your print carefully planned on landing on the editorial end up in the trash can within 20 seconds. PR is not about gloss and glitter, it comes to relationships and trust.
In the cultivation of Media Relations at major media events I regularly in New York City, where Iface to face meetings with journalists, editors, writers and producers from the most prestigious national magazines, newspapers and radio / TV programs. I mean success as 20/20, Prime Time, CNN, People, Good, Morning America, Newsweek, Time Magazine, Dateline NBC, The View, or Oprah magazine, Cosmopolitan, Fox News, Good Housekeeping, Newsweek released a name but a few .
The same things that worked for Dr. Tayfour also worked for:
TLC Laser Eye Centers of Michigan organizing FOX and ABC TV coverage promote their new Custom LASIK procedure,
Dr. Joseph Berenhotz, Laser Vaginal Rejuvenation Institute of Michigan promoting a new director of the vaginal laser treatment of the Detroit Free Press, NBC and ABC TV covered the Detroit, Indianapolis and a television station
promote Plastic Surgeon Dr. Gregory Roche of Bloomfield, Mich., when he launched BOTOX in Michigan
Media coverage and publicity of Dr. FianderFarmington Laser Eye Clinic
For laser plastic surgeon Dr. Lawrence Castleman I placed dozens of articles and TV organized and radio coverage, newspaper coverage and won for everything from eco-assisted liposuction to botox for sweating, and hair transplants
Targeted marketing for cosmetic surgery Dr. Michael Gray, when he called endoscopic breast augmentation program in place in Michigan
Press and TV coverage and articles placed on preparedDental implants and tooth friendly Easter Basket by Dr. Timothy Kosinski, DDS
(By the way, I never represented two LASIK surgeons and two plastic surgeons at the same time. My business and personal code of ethics does not allow the representation of clients who are in competition).
In addition to public relations and marketing campaigns aimed at television, radio, newspapers, magazines and internet marketing professional effectivce much. One of the first things I check when meeting with newCustomers, if they have a website and how good it is to market their products, services or message. Nine out of ten cases, one of the first things we plan to redesign and update the contents of the site should be vital marketing tool.
Done with, I then strategically placed press releases and electronic EzineArticles in the Internet and use sound, state-of-the-art techniques and search engine traffic to the website of the customer. The majorThe traffic on the newly rejuvenated web site then call or e-mail query to the client, the medical practice, then drive to drive new visitors to the clinic.
Another technique, the key to promoting professionals in the medical field is to establish the client as the expert in his / her area of expertise. The Council of biography in the press kit is included in the promotion of customer service know-how. I also make sure that the customer has been listed as an expertinto a valuable online service professional. Editors consult this service to search for experts to develop stories. To get a good conversation in a press release as an expert in a pot of gold and that makes the participants of the service as my company, a valuable ally for the media to be just what they need ... an expert.
An important strategy in building a health professional as an expert to schedule interviews on television talk shows, radio and radio. These are theClients must be able to deal with the media, and most customers are not experts interviewed. Therefore, while the client is increased to the website and press kit is being developed, I sign the client with a well-respected media coach.
Formation of the media are doctors, dentists and surgeons to learn the skills how to use the media to bring not only their message but to compel people to try to plan the medical procedure or treatment. As a marketing expert, I can launch aMedical history and the line of a TV or a radio interview, but the author does not inspire listeners and be able to enjoy a conversation without a coach trained by the media
Before investing in a public relations firm, it is advisable to have a PR professional who knows his way to the office and has to find the body of work with primary medical training in all media. When shopping for a PR firm to consider the following:
o The company has a track record of Medicine and HealthPlacements?
o The company has extensive contacts with the media and an ongoing relationship?
o The company has a good reputation with journalists?
The press kit or from other clients as doctors are written professionally?
At the end of the day, a sign with someone who can demonstrate the desired results. My clients are from Good Morning America, CNN, ABC News the night, the New York Times, Nightline, TIME, PBS, appeared in the Los Angeles Times, USA Today, WashingtonPost, Family Circle, Women's World to name a few.
