In 2023, media is no longer about getting your name into glossy magazines or your face on morning and daytime talk shows. Instead, it’s about digital coverage, podcasts, webinars, broadcast, videos, and social media channels.
Media coverage can be earned or paid. Earned media is the gold standard because it can only be achieved organically. Put another way: It can’t be bought or owned.
Here are 15 insider tips on how to accrue earned media coverage from four top female dermatologists who also happen to be media darlings.
No. 1 Understand the Lay of the Land
Every media outlet has a style that speaks to what their audience wants to see. Multiple outlets often cover the same news, trend, or stories but from different angles and with distinctive points of view and tones. Therefore, your pitches need to match the goals, style, and angle of each publication to gain attention and traction. It may be practical to send the same pitch to every media contact in your database but don’t. Such non-targeted pitches often get deleted.
If you’re serious about becoming a media darling, do a deep dive into the best outlets and writers in your space. Read what writers are posting or saying to get a sense of how they feel about cosmetic dermatology in general and what you do specifically. Reinforce your interest in working with media on all of your marketing and social channels. Post any coverage you have had on your website, blog, Instagram, etc.
Scroll through Twitter and Instagram to identify media members who cover cosmetic dermatology. Get to know what they cover and what their interests are by following their channels. Engage with them directly on these channels. Read what they are writing and comment on it, especially if it’s a feature on a topic relevant to your practice.
DA Pro Tip: Make sure your pitches are on target.
No. 2 Package Your Pitch
Give journalists and editors what they want, how, and when they want it. For example, local news outlets want local stories and often like to include a local patient. Patients willing to speak to the media and use their real names or photos can be a big plus. Contact the patient/s in advance so you can be prepared for what editors may ask for rather than having to scramble and risk losing the opportunity. Keep a few high-resolution headshots and photos in plain clothes, a lab coat, and surgical attire at the ready. Have a few versions of your bio to offer up when needed, such as long, short, and mini forms.
DA Pro Tip: Anticipate the journalist’s needs in advance when and where you can,
No. 3 Don’t Overuse Press Releases
Some pitches are done in the form of a press release. These alert the media to possible stories, studies, or sources. As such, they should be reserved for actual news that journalists may want to report. Ask yourself if the release is newsworthy before hitting send.
BOX: Press Release Pointers
- Keep it short and sweet
- Include contact information high up
- Avoid superlatives such as renowned or disruptive
- Include images where relevant
- Include full embargo details
DA Pro TIP: Copyedit the press release to catch any typos or errors before a journalist does.
No. 4: Do Your Research Before Saying Yes
New York City dermatologist Doris Day, MD, began her career as a journalist and brings so much of this background and energy to her work. Her best advice? Ask questions about the article format, reach, and goals before agreeing to the interview.
“Many of the newer articles are forms of ‘integration’ meaning that they have built-in ads,” she explains. “You may be thought of as endorsing products they mention without being informed ahead of time that the article is an integration.”
– Dr. Doris Day
Dr. Day won’t comment on an article that is being used to sell products she isn’t familiar with or that she would not otherwise recommend.
Neither will West Islip- NY- based dermatologist Kavita Mariwalla, MD.
“Do not give an opinion on products you have not tried or procedures you do not perform,” she says.
– Dr. Kavita Mariwalla
DA Pro TIP: Find out more about the article before agreeing to be interviewed.
No. 5: Meet Media Members Where They Are
Reaching out to the media directly can be challenging for a busy dermatologist.
Texts are often preferred. Email is acceptable but may not elicit a speedy response or any at all. Editors may simply hit the delete key if you don’t have a good enough relationship with them. If you do make a connection with a writer, ask about their preferred means of communication, whether by phone, text, email, DMs, tweets, WhatsApp, or skywriting (kidding). Offer up your cell and email or any other best contact details so they have a direct line of communication and offer the same information for a trusted staff member as a backup. This can come in handy as journalists tend to work under super tight deadlines, usually juggling multiple pieces at a time.
When someone reaches out to you, respond quickly. If you work with a PR pro, they will handle and schedule all media inquiries for you.
“Be quick when an editor reaches out to you,” agrees Mona Gohara, MD, a dermatologist in Hamden, Conn., and frequent media contributor.
– Dr. Mona Gohara
DA Pro TIP: Never leave a journalist hanging by not responding quickly or failing to meet their deadlines. If you develop a reputation of being hard to reach, you will be blacklisted.
No. 6: Become a Trusted Resource
If you are hosting a live or virtual event, invite select local media or influential bloggers to join. Set up a 30-minute coffee meeting to touch base and share something new you are doing. Brief one-on-one meetings are more personal and give you a chance to bond with a journalist.
Drop an occasional email with updates about what you are doing that is new and exciting, whether a new device you just bought or a new injectable you are trialing. Keep a tone like ‘If I can help you with any story, feel free to reach out any time…’ Writers appreciate knowing they can rely on someone to be a source for their next feature.
DA Pro TIP: Keep in touch.
No. 7: Say Thank You
Always thank writers personally when they do cover you or your practice. Acknowledge them on social media by tagging their channels in your post. Share their stories, so they get more eyes on their work too. This is very helpful to them, which makes it even more helpful to you in terms of building that relationship.
“Ask for a PDF or link of the article once it goes live so you can add it to your website or link tree.”
– Dr. Kavita Mariwalla
Lastly, don’t take it personally if you don’t get a response or coverage. Even if you are interviewed and if you get fact-checked, you may be cut from a feature or segment at any time. This isn’t the fault of the writer or producer. There is no such thing as a slow news day, and the news cycle often dictates what gets out there.
DA Pro TIP: Don’t get mad if your quotes don’t make it into a feature. Get moving, and you may make it into the next one.
No. 8: Know Your Audience
Avoid using medicalese when talking to journalists st consumer publications, Gohara says.
“Use terms that are relatable, “she says. “Analogies are always helpful. For example, as an antioxidant analogy, one could say it’s like a Pac-Man going after the free radical pellets.”
– Dr. Mona Gohara
Dendy Engelman, MD, a dermatologic surgeon at Shafer Clinic Fifth Avenue in New York City, agrees.
“When talking about technical or complicated topics, use the proper medical terminology, but communicate information in a way that is easy for the average reader to understand for proper education and understanding of what can be quite scientific topics,” she says.
– Dr. Dendy Engelman
Talking to a member of the lay press is different than speaking to medical colleagues or trade reporters.
DA Pro Tip: Speak in terms that your audience can understand. Avoid using ‘medicalese’ but don’t dumb things down too much as that can appear condescending.
No. 9: Follow the Science
Dermatologists are experts in skincare and skin health.
“Make sure the advice you give to the media is evidence-based,” Dr. Mariwalla tells Dermatology Authority. “Ensure you are not simply regurgitating information from social media or Google but actually giving a perspective of expertise.”
– Dr. Kavita Mariwalla
This tried-and-true practice increases the odds that the information you provide will make it into the article and that you will be asked to do future articles by the reporter.
Always stick to your guns, says Dr. Gohara.
“Don’t concede to a trend because it’s in a major media outlet,” she says. “This is your chance to dispense accurate information.”
– Dr. Mona Gohara
DA Pro Tip: Make sure your advice is steeped in evidence and science and reflects your experience and views.
No. 10: Control the Flow
There are many ways reporters can conduct interviews: Zoom, phone, or even via email or text. Choose whichever medium works best for you when given the chance to weigh in.
“In terms of getting your point across, I prefer to have the questions to be emailed so I can take my time to craft my response,” Dr. Mariwalla says. “If the topic is complicated, don’t be afraid to do a telephone interview.”
– Dr. Kavita Mariwalla
DA Pro Tip: Ask to review your quotes, but don’t balk if the journalist says it is against the media company’s policy.
No.11: Open Up
Sharing personal experiences can enhance your relationship with journalists and add dimension to their coverage.
“I used a brow serum, and it gave me amazing results. I sent it to an editor, and she used it in a story.”
– Dr. Mona Gohara
DA Pro Tip: Everyone wants to know what the experts do to keep their skin youthful, clear, and dewy. Share your routines and hacks.
No. 12: Don’t Get Caught Up
Beware of the pull of the limelight, Dr. Day warns.
“Be true to yourself, and don’t say or do anything you don’t believe is right,” she says. “This can sometimes be harder than you might think because it happens in small increments, and the lure of fame, more followers, or likes can be difficult to turn down.”
– Dr. Doris Day
Always find the angle that elevates, she says.
“Don’t bash other doctors or products,” she says. “Don’t say anything just for effect or to be on TV, especially if you don’t believe it yourself.”
– Dr. Doris Day
DA Pro TIP: Stay on script and keep it positive: never trash colleagues, other specialties, or products.
No. 13: Enjoy the Ride
Working with the media can be fun and also help advance the specialty.
“I love working with the media because they’re smart, informed, and passionate about all things beauty- just like I am,” says Dr. Engleman. “Media requests are opportunities to explore and educate about new ingredients, techniques, devices, etc. – all while building relationships with those who are helping spread the word (the beauty writers and editors).”
– Dr. Dendy Engelman
DA Pro Tip: If you don’t love it, don’t do it. There are other ways to increase your exposure and grow your patient population.
No. 14: Keep it Real
Don’t come off as a primadonna or a primo uomo. Be real and avoid blowing smoke. Editors and reporters want to get the truth from experts, or you may damage your standing with them. However, respect the difference between being ‘accurate’ and going too far.
DA Pro Tip: Don’t consider journalists to be your BFFs. They have a job to do, and at the end of the day, their editor or publisher has the last word.
No. 15: Off the Record
This is a misnomer and can be a huge risk for a dermatologist who is eager to see their brand in print, so to speak. Going out of your comfort zone can cause many sleepless nights if you share something you don’t want the world to read with your name on it.
DA Pro Tip: Nothing is ever 100% ‘off the record’.
Author:
Wendy Lewis
Wendy Lewis is the Founder & President of Wendy Lewis & Co Ltd since 1997, a strategic marketing communications group in New York City specializing in beauty, wellness and aesthetics. Their clients include healthcare, skincare, medical devices, dermatologic brands, start-ups, as well as aesthetic practices and medspas.
