Consumers want the latest style in the automotive industry, the fashion from Paris, and the latest technology. But patients are weapons timid complete experimental medicine and high technology when it comes to improving their health or improve their facilities.
This is why doctors need to date in their particular field of promotion. The message of safety, comfort and success must be conveyed because medical consumers to be much less inclined toamong the first to accept a new medical technology, as purchasers of automobiles, computers, furniture and fashion.
Of course, the patients want to be treated with newer medications, equipment or procedures. Just do not want the first! So the introduction of new innovative medical equipment or a new treatment method needs the support of public relations / marketing professional to be successful.
No one will agree to eye surgery without being convinced that the procedureabsolutely safe. No woman will ever agree to breast augmentation or vaginal rejuvenation without feeling absolutely comfortable for the practitioner. The more sensitive the procedure the greater the need for public relations.
He has been my experience that a well conceived and executed public relations / marketing plan helps to overcome the reluctance to accept patients in medical innovation. In my practice, this was certainly the case.
While working with doctors in the foregroundFor several years I have successful marketing campaigns for plastic surgery, LASIK surgery, developed dental surgery, liposuction and Botox. Among the most successful methods is to arrange for radio, television and sports personalities that issues the operation or treatment to have and then give testimony of how great this new surgery or treatment they have been. I have also issued endorsements by popular sports, TV and radio stars, in order to convince customers that is safe anddesirable, the use of certain medical procedures.
One of my earliest medical clients, serving as an insightful test case for the subject of this article is the Windsor Laser Eye Institute (WLEI), founded by Dr. Fouad Tayfour today is a household name in the Windsor-Detroit market.
But when my client was WLEI Dr. Tayfour was not a household name in Southeast Michigan. The FDA has not approved the laser eye surgery and it was only in Canada. Dr.Tayfour, a pioneer in Canada and the United States, was a clinic in Windsor, across the river from Detroit. Thus, due to the proximity of Windsor to Detroit, he wanted to reach Dr. Tayfour for the greater Detroit metropolitan area.
Even if there was interest in laser vision as a substitute for glasses or contact lenses, initially there was a flood of traffic on the Ambassador Bridge to the hospital. People are very sensitive to their eyes and very slowTherefore, among the first to embrace this revolutionary approach. What side effects or complications on the road? How unpleasant is the procedure? How long will the correction last? Will damage your eyes? He added to these concerns is the fact that the process of FDA approval and is not covered by health insurance.
One of the first steps was to explain a series of documents prepared for a press kit, which involved the laser procedure, which benefitsand facts to dispel concerns about side effects, pain, discomfort, etc., press kits were distributed to television, radio and newspapers, and sports figures, talk show hosts and other celebrities in the Detroit market. News reports have been submitted and radio celebrities began talking about this new procedure over the River. Dr. Tayfour then conducted, the procedures for distributing free sports figures, celebrities and dignitaries, the media, then the word further. Theseknown and respected figures issued approvals for the viewing of the laser. As part of this campaign I arranged for two laser vision surgery live on TV, which was a really positive effect on the patients!
We have a buzz campaign and soon were all talking about laser vision and how it was nice. Trips became so frequent from Detroit to Windsor, that if the immigration officer asked in the cabin: "Whyyou come from Canada "and heard" to get the laser eye surgery "they just sign on by Dr. Tayfour then launched an intense television advertising campaign that cemented his status as a household word in the region. But the course is set for the events A targeted media campaign and selected endorsements.
This was not just a book of classic texts dealing with the promotion of media and niche marketing where you tear a page and cover the bulleted points. Media coverageParticular success has been difficult because I have invested the time it takes to liaise with the media and establishing give them confidence. When presented today to get a place by me, the editor / reporter trusts me and knows the facts accurately. If you can not finish the first relationship and trust that your print carefully planned landing on the desk of the director, by the end of the trash within 20 seconds. PR is not about gloss and glitter, but relationships and trust.
AsPart of media relations, I think regularly in major media event in New York, where I face-to-face with reporters, editors, writers and producers from top national magazines, newspapers and radio / TV programs. I successfully fought the media as 20/20, Prime Time, CNN, People, Good Morning America, Newsweek, Time Magazine, Dateline NBC, The View, Oprah O magazine, Cosmopolitan, Fox News, Good Housekeeping, Newsweek names a po '.
SameThe things that worked for Dr. Tayfour also worked for:
Arrange for the TLC Laser Eye Centers of Michigan, FOX and ABC TV coverage promote their new Custom LASIK procedure,
Dr. Joseph Berenhotz, director of the Laser Vaginal Rejuvenation Institute of Michigan promoting a new vaginal laser treatment of the Detroit Free Press, NBC and ABC-TV in Detroit, overcast skies and a TV station Indianapolis
promote Plastic Surgeon Dr. GregoryRoche in Bloomfield, Michigan, when he launched BOTOX in Michigan for life
The media coverage and publicity for Dr. Fiander Farmington Laser Eye Clinic
For laser plastic surgeon Dr. Lawrence Castleman I placed dozens of articles and arranged TV and radio coverage, newspaper and won coverage for everything from Botox to liposuction ultrasonic perspiration and hair transplants
targeted marketing for Cosmetic Surgery, Dr. MichaelGray, when he launched a program of endoscopic breast augmentation in Michigan
It has print and television coverage placed on dental implants, tooth friendly Easter Basket for Dr. Timothy Kosinski, DDS
(By the way, have never been represented by two not allowed LASIK surgeon or two plastic surgeons at the same time. My personal affairs and code of ethics that represent clients who are in competition).
In addition to PR and marketing campaigns aimed at television,Radio, newspapers, magazines and internet marketing training is very effectivce. One of the first things I check when meeting with new customers and if they have a website and what is good in marketing their products, services or message. Nine out of ten one of the first things we plan a reorganization and modernization of the content on the website vital marketing tool that should have been.
With this done, I then strategically place electronic press releases, andEzineArticles on the Internet and to use sound, state-of-the-art research techniques of the engine and traffic to the website client. The increase in traffic on the website, recently renovated, will then lead to calls or e-mail queries to medical practice, the customer then drives new visitors to the medical clinic.
Another technique, the promotion of medical professionals in key areas for the client as an expert for the determination of their field of specialty chemicals. TheBio executive, the focus in the press kit to promote the customer experience. I also make sure that the client is listed as an expert in a valuable online service professional. Editor consult this service to search for experts on developing stories. To win in a news interview as an expert in the field is worth a pot of gold, and that participants in this service as my company, a key ally in the media, giving them what they need .. . expert.
Aimportant in the strategy of creating a medical professional as an expert in television interviews, radio broadcasts and the calendar. To do this, the client must be equipped to deal with the media, and most of the people surveyed are not so skilled in. Thus, while the customer is on the site has increased, and the press kit will be developed, I am the customer with a respected media coach.
Media training are doctors, dentists and surgeons to learn the skills, youmedia, not only to convey their message, but to force people to try the medical procedure or treatment plan. As a marketing guy, I can not pitch the story of a physician and a surprise line-up of a television or radio interview, but the author is able to obtain benefits from the phones and talk, without a coach Professional Media
Before investing in a PR company, it is recommended that a PR professional who knows his way around the office and the body of work with successful placements in medical researchall forms of media. When shopping for a PR company, the following aspects:
o The company has a track record of medicine and health have placements?
o The company has extensive contacts with the media and an ongoing relationship?
o The company has a good reputation with journalists?
The press kit or sample of customers from other physicians are professionally written?
At the end of the day, sign up with someone who can demonstrate the desired results. My clients areGood Morning America, CNN, ABC Nightly News, The New York Times, Nightline, TIME, PBS, Los Angeles Times, USA Today, Washington Post, called Family Circle, Woman's World a few.
My Links : Automotives Phytonutrients
Tags: Marketing, Medical, physicians, Practice, Should
superjumpz