Building a Successful PR Presence for Your Cosmetic Practice

By Jerry Brandy

There are numerous factors that contribute to a vibrant and successful medical aesthetic practice. One of the most often overlooked is the need for a strategic external marketing plan that includes public relations efforts to build credible visibility in the marketplace and establish a steady flow of new patients.
While advertising messages are limited to a page in print or a 30 second to 60 second time block on television or radio, media coverage generated through PR campaigns provides the opportunity to tell a deeper story. If you take the right steps, the coverage you generate can create a digital footprint that lives on indefinitely, enhancing your ongoing marketing efforts.

Getting Started

Begin your public relations planning by identifying story angles that hold news value for the viewers, listeners and consumers of media in your market area. Editors and producers are not interested in promoting you or your business. They are looking for timely, unique stories that will grab the attention of their audience, incite conversation, increase their viewership/readership, and promote page views and shares. In short, they are looking for stories that resonate.

New Procedures. Are you launching a procedure, treatment or product that is new to the market or has never been offered in your area before? If so, your pitch has news value. Now you need to do some research. Don’t make the mistake of pitching an editor on a topic that has already been covered.
Current Trends Track the release of trend announcements and new statistical data from leading sources such as the American Society for Aesthetic Plastic Surgery (www.surgery.org/media/statistics) and include those stats with an announcement that these national trends are being reflected in your practice.
Patient Stories Sharing the personal story of a patient is the most challenging, but often the most rewarding method for generating news coverage that reflects positively on you and your practice. Creating a patient-centric story package requires an attentive staff that is equipped to identify patients with unique or compelling stories, who are comfortable sharing both their stories and before and after photos or videos.

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