Public relations, or PR for short, is a deliberate communication process that creates a positive image and strong relationship between an organization and their public.

In a dermatology practice setting, good PR builds on three crucial aspects in marketing:

• Credibility – ensuring your patients’ trust and confidence in your practice
• Awareness – cementing a stellar reputation that puts you at an advantage over the competition
• Recognition – developing a brand awareness that nurtures a mutually beneficial relationship with current and potential patients

PR is essential for as part of building your practice’s brand and reputation among patients, potential patients, and your peers. It can influence awareness successful dermatology practice, and it can have a huge impact on its rankings. There are several ways you can secure PR for yourself (and your practice). The first would be to hire an agency of record to promote you to the media. The benefits of this include having a team run point on creating press releases and using their strong network of contacts to promote you as an expert to the media. This will save you time which you can use in your practice, but it will come at a cost.

The other way is to build these relationships yourself. There are many dermatologists who have actively networked to reach out to media to build their own relationships. Most editors and journalists appreciate meeting new voices in specific areas of expertise like dermatology. When they return your call, email or linkedin message – but sure you have something unique and interesting to say. One example I will share is a dermatologist in Florida who reached out to media to share a phenomenon she was seeing in her patients during the peak of the COVID-19 lockdown in Florida. She was noticing a larger than usual number of patients coming in with melisma and  hyperpigmentation much earlier in the year than usual, which she dubbed “quarantanning” due to her patients working from home outdoors. This led to the dermatologist being quoted in a number of media outlets. Framed photos of those articles now line her patient waiting room, which assures her patients that she is a reliable expert that patients and the press reach out to for their medical advice needs.

If you feel PR will benefit the reputation of you and your practice, only you can decide which path to pursue (working with an agency or doing it alone). Here are some tips to help you plan your path.

TARGET YOUR AUDIENCE

Knowing your ideal customer and the media sources that are most familiar with them is crucial for PR success. Pick a few topics that you are not only a medical expert on, but ones which you are personally passionate about, such as hair loss, acne, melisma, pediatric dermatology and quality of life, etc.

Once you pinpoint your area of expertise and passion, you can target your media audience, and then direct your communication to the right channels and outlets. For instance, if outdoor exercise and skin health issues related to are your passion, you would want to build relationships with title like Self, Prevention, Shape, Men’s Health, etc.

It is important to create a communication strategy that can be easily “pitched” in a short format to grab the editors attention via a problem solution scenario.  This will help to build a mutually beneficial relationship between you and the media. Once you have established a relationship with an editor or journalist, be sure to follow up with a note of thanks for their time. Touch base at least once quarterly with other tips and pearls you have gained in your areas of interest, and ask the media contact if there are any stories you can be of assistance on as an expert on the topic. Once you have established that relationship, ask your contact if they could refer you to another title within their network that may have content suitable for another area in dermatology for which you have expertise and personal interest in such as beauty, gardening, travel, lifestyle, etc.

There are a multitude of ways to reach out to your target audience though media and social media. Some of these include:

Pitch to Publications

Your target audience will likely read publications that are of interest to them. By getting your business published in these, you are increasing your chances of being seen.

Actively Engage in Social Media

This is not only an effective way to reach out, but you can also start and participate in real-time conversations with your current and potential clients on platforms like Facebook and Instagram.

Increase Local SEO

It is crucial for your website to appear high in search engine results. A basic Google search is often the first step for anyone seeking help with anything, dermatology aside. SEO strategists can be found on sites like Upwork and Fiverr for a fraction of the price you would pay a PR firm.

Speak at Events

Speaking events are a great way to pitch your brand. Being the face of your brand on a stage is a big responsibility – and an even bigger opportunity to highlight all the best things about your practice. These engagements often allow you to connect directly to your audience after presenting. 

Find Your Niche

Determine what makes your brand unique and trustworthy.  What do you want to be known for? Do you provide a highly specialized service that can be difficult to find? Is your practice’s atmosphere high-tech and impressive, piquing a casual online viewer’s interest in visiting in-person? Decide how you want to craft a narrative that conveys those things to the public. If the right story about your dermatology practice goes viral on the internet, it could potentially supercharge traffic to your website.

Construct a Comprehensive Plan of Actions For Your PR Campaign

Consider choosing media outlets based on your ideal client’s habits. You can usually find this information with a bit of market research. Keep in mind that any media that is “print-only” robs you of the SEO value offered by digital media. Media targets to consider:

• Trade Media – articles in publications for healthcare practitioners and medical categories
• Business Media – business columns of newspaper magazines, and publications
• National Magazines – print and online magazines that cover a variety of topics but include health and beauty
• National Short Lead Media – Television shows, news, and entertainment magazines and newspapers
• Regional Media – Newspapers, magazines and TV
• Online Media – Website magazines covering health, wellness, beauty, and spirituality 

Nurture, nurture, nurture! It is important to maintain your relationships with the media connections you make so that you don’t have to start over from scratch for future press opportunities.  Pay attention to editorial timelines and follow up with your contacts. Always show appreciation. 

NEVER UNDERESTIMATE THE POWER OF A PRESS KIT

A press kit is a package containing materials that are meant to promote your dermatology practice and provide members of the press with information about the services and products you provide. 

The must-haves of a rock-solid press kit:

• Press Release – Consider hiring a copywriter who specializes in press releases in the healthcare field to write this. You can submit your short format and long format press releases over services like Reuters and PR Newswire for a nominal fee.
• Company Background – A compelling “about us” that crafts the story of your business from start to present, while staying consistent with the brand message. Keep it concise!
• Management Bios – Should convey your higher-up’s expertise in the field. 
• Testimonials and Quotes – This is where you let your personality and passion shine. What topics in dermatology get you excited? Where have you been able to make a difference in the lives of patients in your clinic, where sharing those pearls to a larger audience can help others?
• Case Studies – Before-and-after customer success stories that SHOW, not tell, your audience the results that they can expect from your practice
• Product/Service Fact Sheet – A breakdown of the products and services you offer and their rates
• Contact Information – Seems like a no-brainer, but it is important!
• Past Press Coverage – Include noteworthy previous press spotlights, making even more journalists want to work with you!
• Awards and Accolades – Let these speak for themselves, highlighting your position as an industry leader.
• Great Photography – Do not let a great PR opportunity get squashed by sub-par imaging!

CONCLUSION: WHAT TO DO WITH ALL THAT PRESS?

Putting it simply, publicity begets publicity. Patients want to see your featured success.  Displaying your success, like framing a print of your press in your office and posting it to social media, not only builds a personal brand for your practice, but can also establish trust and build confidence with clients you do not yet have.  With all the fierce competition in the dermatology field, this publicity is crucial. 

Successful PR for your dermatology practice can have a huge impact on your ratings, image, and credibility. While building a strong relationship through PR can seem like a tedious and timely process, the benefits can be insurmountable in the end.