This week, Cheryl Whitman explains the need for a strong relationship between aesthetic practices and media representatives in the industry.
Public Relations Should Be Part Of An Effective Lead-Generation Strategy.
Today, Aesthetic Medical Practices have the opportunity to become media sources for the press. Press relations are personal relationships with media representatives. Get to know the media representatives in your market and establish yourself as a credible, medical expert that leads the press to you as the go-to person for information on medical stories. Make it easy for them. Put together a press kit which includes materials like a Doctor Biography, Before and After photos, relevant industry statistics, etc. For your practice, develop a 12-month PR strategy that includes a long-range strategy, a mid-range tactical plan, and a short-range action plan. This plan should tie into the growth plan for your practice. Now that you’ve identified your objectives and target audience, it’s time to build your media list. Don’t use an outdated, purchased list. Media reps change frequently. Build your own. Finally, reach out to the media with a well-planned campaign.
This tip is adapted from “Beautifully Profitable, Forever Profitable,” by Cheryl Whitman.
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