{"id":8306,"date":"2013-08-01T17:00:35","date_gmt":"2013-08-01T21:00:35","guid":{"rendered":"http:\/\/www.poweryourpractice.com\/?p=8306"},"modified":"2025-11-26T13:53:43","modified_gmt":"2025-11-26T13:53:43","slug":"how-to-create-a-public-relations-strategy-for-any-practice-size","status":"publish","type":"post","link":"https:\/\/carecloud.com\/continuum\/how-to-create-a-public-relations-strategy-for-any-practice-size\/","title":{"rendered":"How to Create a Public Relations Strategy for Any Practice Size"},"content":{"rendered":"

In The Picture of Dorian Gray<\/em>, Oscar Wilde wrote, \u201cThere is only one thing in the world worse than being talked about, and that is not being talked about.\u201d\u00a0 Years later, this excerpt would be embraced by public relations professionals as a call to arms.\u00a0<\/span><\/p>\n

Physicians should embrace it as a motto too. And there is no better way to improve your public standing than through a successful PR campaign.\u00a0<\/span><\/p>\n

<\/p>\n

But the truth is, marketing a medical practice involves walking a fine line.\u00a0Physicians can\u2019t appear as if they are actively selling their <\/strong>services <\/strong>because no potential patient wants to be sold to.\u00a0Patients want to be treated by someone they trust, someone they can confide in with their most personal health information.<\/p>\n

Unfortunately, not every practice has the funds to hire a fancy-schmancy public relations firm to toe the line for them. So today, let\u2019s take a look at how different-sized medical providers can carry out highly effective public relations campaigns.<\/p>\n

PR For Solo\/Small Practices<\/h3>\n

According to a Google study, 77% of patients use online search before booking an appointment with a health provider. If prospective patients come across a doctor being quoted in a medical journal or appearing on national television, they may feel more confident in choosing them.<\/p>\n

But what can a small practice do to publicize itself on a limited budget<\/a>?<\/p>\n

For starters, using social media to engage customers is no longer an option \u2013 it\u2019s the standard. Yet, this doesn\u2019t mean your practice should be on every social network. Remember, in social media, quality trumps quantity every time.<\/strong><\/p>\n

Start off with a Facebook and Twitter account. Your practice\u2019s Facebook page will serve as a hub for patient engagement. Twitter provides you the platform to become a thought-leader by allowing you to find and share useful information.<\/p>\n

Furthermore, a grassroots public relations campaign involves using community outreach efforts to meet potential patients. Participating in local cancer walks, setting up a screening booth at a local fair, or partnering with a local nonprofit or hospital are all low-cost ways of gaining traction in your community.<\/p>\n

PR For Midsized-Large Practices<\/h3>\n

\u201cWe are living in a media-driven society,\u201d said Katherine Rothman, CEO of KMR Communications, a New York City public relations firm specializing in medical PR, \u201cWe choose our restaurants, fashion and beauty and fitness products in large part due to what the media dictates. For most people, selecting a doctor is not really all that different.\u201d<\/p>\n

Say you\u2019ve introduced a new procedure, adopted a new technology<\/a> or made a breakthrough discovery that will drastically improve patient care. It\u2019s crucial to inform your community about the news, as this will drive new patients to your physician group or hospital. Some practices aslo look beyond their own channels and persue guidance on\u00a0 earning media mentions and backlinks<\/a> to amplify those anouncement. In fact, if your news is substantial enough it may even merit national media attention.<\/strong><\/p>\n

This is where public relations firms come into play, helping larger practices and hospitals gain exposure in major media outlets.<\/p>\n

When choosing a PR firm, it is strongly recommended you get referrals from friends or colleagues with prior success in media campaigns. Online PR industry trade groups, such as O\u2019Dwyer\u2019s<\/a> or Public Relations Society of America<\/a>, can also provide a directory of healthcare firms to assist in your research.<\/p>\n

It\u2019s absolutely critical you choose a PR agency that has experience representing medical clients due to the ethical boundaries physicians abide by.<\/p>\n

PR firms must have a deep understanding of the strict codes of ethics physicians must adhere to<\/strong>. If a firm violates these ethics because of questionable promotion, a physician\u2019s good standing can be comprised within their respective associations and among their peers.<\/p>\n

Remember, public relations tactics can be implemented at almost any level. Try to identify your needs before hiring a costly public relations firm. You may be able to handle promotions on your own.<\/p>\n","protected":false},"excerpt":{"rendered":"

In The Picture of Dorian Gray, Oscar Wilde wrote, \u201cThere is only one thing in the world worse than being talked about, and that is not being talked about.\u201d\u00a0 Years later, this excerpt would be embraced by public relations professionals as a call to arms.\u00a0 Physicians should embrace it as a motto too. And there […]<\/p>\n","protected":false},"author":1,"featured_media":32785,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3],"tags":[2],"class_list":["post-8306","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-growth","tag-growth"],"yoast_head":"\nHow to Create Public Relations Strategy for Any Practice Size<\/title>\n<meta name=\"description\" content=\"Public relations tactics can be implemented at almost any level. 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