| Without a doubt, publicity has emerged as a more | | | | practice from other practices in a positive way. So, let |
| powerful alternative to advertising. Evidence suggests | | | | the brainstorming session begin! |
| that an increasing number of physicians turn away | | | | 2. Write articles and tipsheets to create credibility. |
| from advertising and embrace publicity as a more | | | | Providing educational articles to local newspapers or |
| cost-effective marketing tool. In an effort to set | | | | magazines, read by your prospective patients, is a |
| themselves apart from the competition, some | | | | good way to increase awareness and create name |
| business-savvy medical practitioners strive to generate | | | | recognition. |
| meaningful and positive media coverage and build a | | | | 3. Embrace Internet as a powerful marketing tool. |
| positive image. However, competition for media | | | | In this day and age, you cannot ignore the power of |
| attention continues to grow, both locally and nationally. | | | | the internet. What you should do is start blogging, |
| If you are a medical professional, trying to gain more | | | | create YouTube videos, post optimized press releases |
| exposure and grow your practice, you need to | | | | on your website to maximize search engine positioning. |
| understand every critical aspect of the publicity | | | | There are quite a few smart strategies you can use |
| process. It is crucial to your success. What you have | | | | to spread the word around in Cyberspace. Tap into |
| to do is determine what is newsworthy, learn how to | | | | your creative potential and see what you can come |
| communicate story angles to the press, give winning | | | | up with. |
| interviews or write expert articles and tipsheets. This | | | | 4. Offer yourself as a source. |
| will allow you to rise above your competition and | | | | You may invite the editors to call you for an interview |
| position yourself as a leading authority in your field. | | | | whenever a hot healthcare-related topic hits the news. |
| I hope a few basic suggestions below will put you on | | | | It is a wise idea to put together a medical practice |
| the right track and help you initiate the process that will | | | | portfolio. It should include a black and white press |
| impact your reputation, image and earnings. | | | | photo, your curriculum vitae, a copy of any recent |
| 1. First and foremost, you need to clearly define your | | | | by-line article and a list of areas you specialize in. If you |
| Unique Selling Proposition (USP). | | | | wish, you can even include a list of lectures you are |
| What sets you apart? What makes you special? Is | | | | willing to conduct for community groups. Such a |
| there anything about your background, education, | | | | portfolio is good for contacting both the media and |
| professional affiliations or charitable activities that is | | | | community organizations. |
| worthy of attention? Don't be afraid to ask your | | | | Always remember, getting into the media takes |
| patients what they like about your services. You have | | | | patience, perseverance and professionalism. If you |
| to come up with a phrase or a few brief sentences | | | | integrate my suggestions into your marketing plan, |
| that describe all the benefits you provide or capture | | | | eventually you will reap the benefits of your efforts. |
| the most unique and compelling aspects of your | | | | Good luck with your endeavors! |
| service. Your job is to differentiate your medical | | | | |