Tracking Public Relations Campaigns
- Posted on: Aug 21 2017
Public-relations opportunities, such as appearances in newspapers, television, and on the radio, can be very worthwhile. Newsworthy, non-promotional topics may consist of human-interest stories or new technology in your practice. However, the right medium is most important to obtain a strong ROI. For example, an appearance on national television may trigger too many calls for a smaller practice to handle.
Demographics must also be factored into a public-relations campaign. A local news story that airs on a station whose viewers tend to be your ideal patient type may be more profitable than exposure on national television. The most cost-efficient public relations campaigns may be ones in which a staff member monitors the national plastic surgery or dermatological press and phones local television or radio stations or newspapers to comment on significant developments or trends.
Trackable data from a public relations campaign means that the viewer, listener, or reader has called the office to schedule a consultation. Continued trackable data enables this information to be stored in the practice’s database, so that tracking and follow up can continue throughout a patient’s treatment at your practice.
“Medical Practices and medical spas are increasingly seeing the need for new and effective promotion efforts, and so are turning to public relations – making use of opportunities to tell their stories through the news media – in addition to social networking in order to get their message out.” (excerpt from Beautifully Profitable, Forever Profitable, now in its fifth edition on Amazon)
Letters to the Editor, Opinion Editorial Articles, and Letters of Endorsement can be some of the most meaningful ways to get the word out about you and your medical practice. Learn more about these types of modalities!
Letters to the Editor are one of the most highly read sections in publications. Consequently, a letter to the editor is a phenomenal way to communicate your message and your brand.
Op-ed is the short term for an opinion editorial article. There are publications that like receiving a well-written, well-edited article from an independent credible individual. The op-ed article provides a perfect opportunity to present your practice’s ideas, objectives, and service offerings. After the op-ed is published, reprints can be used for mailings to patients, referring doctors, and specialty related key organization members.
Op-eds are an excellent means for raising public awareness about new medical procedures and technology.
Testimonials and letters of endorsement may be used in press kits or combined with other information submitted to the press. Information provided in the letter of endorsement may be used in television and radio announcements, newsletters, brochures, websites, social media, and in press releases. The purpose of a letter of endorsement is for a third party to provide a vision of the benefits they received from your practice’s services or to share an example of a specialty treatment offered by your practice. Patient testimonials are an invaluable marketing resource. Before and after photos, supported by letters of endorsement, are an incredible tool for improving your closure rate on new patients. Some practices will video a patient’s journey from beginning to end, with corresponding feedback and testimonials added in.
For more information, check out Beautifully Profitable, Forever Profitable, available for purchase on our website at www.beautifulforever.com/book.
Posted in: Articles