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PUBLICITY EQUALS PRODUCTIVITY AND INCREASED PRACTICE PROFITABILITY

by Angela O'Mara

When we began offering public relations services to aesthetic surgeons in 1988, only a handful of savvy marketeers saw the benefits and the power of the press. Today, however, with roughly 700,000 practicing physicians in the United States, (up to 40,000 offering aesthetic procedures) it is a challenge for doctors to not only develop a good reputation, but to increase awareness of their practice within their community. In the highly competitive world of cosmetic surgery, building a successful practice is even more difficult as newcomers compete for the same piece of pie. Publicity is fast becoming the most sought after form of practice promotion as the medium of television and print is proving to become a priceless source of "free advertising".

Publicity Equals Productivity and Increased Practice Profitability

With the media's ever-increasing influence on public opinion, aesthetic surgeons are discovering that publicity is a more discreet, credible, and effective way to increase patient awareness and take their practice to the next level. In most cases, a third-party endorsement from a reporter is as valuable as gold among the general public. The surgeon is perceived as the local authority and foremost expert on the subject for which they are quoted. Even if two doctors' credentials are perfectly matched, it is the "news maker" that is viewed more favorably than the one who lines the advertising pages. Both are paid promotions, but the public has a tendency to distrust advertising, while they often believe what they see on TV and read in newspapers and magazines.

We have found over the years that most physicians have a different view as to how they want to be presented to the press and, how the press responds to public relations efforts, differs from state-to-state. Public relations tactics that might work in Los Angeles and New York, don't always work in Chicago and Georgia.. A savvy PR person will determine what is unique about you and your practice, and how best to package you to the media. While you are busy earning that "elective dollar", you want to make those dollars stretch as far as you can when it comes to practice promotion.

There are many ways you can obtain publicity. Surgeons who are performing a new, proven surgical technique are always looked upon favorably by the press. Also, a consumer book, clinical research, community speaking engagement, a public safety issue, or an industry trend are likely to secure valuable media exposure. Not only does repeated publicity heighten practice awareness, it also reassures patients that they have chosen the right surgeon.

Charitable work or philanthropic contributions are always of interest to the media. Because cosmetic surgery is a subjective "surgery of the soul," it is important to structure a campaign that establishes trust and evokes a positive feeling among potential patients.

For example, after securing a story for our client about his volunteer work in providing reconstructive surgery, the doctor received numerous calls from people inquiring about his elective procedures such as botox and face lift surgery. Because they identified with him and his community involvement, it went a long way toward image-building and attracting patients.

Of course, publicity is not the sole ingredient in a marketing campaign. A steady mix of all aspects of marketing is the key to ultimate practice success. Publicity, however, often plays a strong hand in creating consumer awareness, brand recognition and patient demand. In fact, many of the early laser companies will attest to the fact that the success of Laser Skin Resurfacing was based upon patient demand for a procedure they had read about in national women's magazines. And, for many surgeons, publicity is as valuable (and necessary) on a national and international level, depending upon their personal goals.

Who Goes There?

While many surgeons agree that publicity is a smart, image-building tool, it is commonly disputed as to whether a cosmetic surgeon should pursue his own PR efforts, hire a PR professional, or appoint their nurse or office manager to handle the task.

Securing publicity involves a dedication of time, thoughtful planning, a unique concept, well-written press materials and contacts. Most news coverage is not by coincidence. Publicity is a detailed process aimed at attracting new patients to your practice. I've had cosmetic surgeons approach me and cynically tell me that securing media attention is a hopeless endeavor in their town. Their own PR efforts proved fruitless, and they can't quite figure out why.

There are several reasons:

1. It is impractical for surgeons to seek publicity for themselves. Most of the reporters we deal with believe a surgeon should be doing surgery, not calling "tooting their own horn".
   
   
2. A nurse or office manager already have full- time jobs caring for patients and keeping the office running smoothly. They will resent being given any more responsibility. In addition, they generally do not have industry knowledge or understanding of the special media skills required to successfully generate publicity for the practice.
   
   
3. Successful practice marketing is a full-time commitment requiring a consistent effort, not something that can be implemented every now and again.
   
   
4. Press materials must generate excitement and must be concise. Although a CV is great to use as back- up, a brief bio will suffice. As most reporters generally give you about 10 seconds of their time, brevity is always best.

Determining a "p.r. professional" from a "publicist"

Tom Cruise has a "publicist" because he is a movie- star. If you decide to take the PR path, you want to make sure you are hiring a "public relations professional" that is going to view your practice as a business that must uphold a flawless reputation.

Most cosmetic surgery stories tend to be considered "soft news". Generally, soft news reporters do not come with a hidden agenda, but there have been several instances of doctors finding themselves in "ambush" situations. A PR professional will help you determine the true motivations of the reporter so as to ensure a favorable outcome. Whereas, a publicist only wants to see you in the limelight.

To ensure success, be certain to hire an agency with background in the medical community that has successfully placed stories pertaining to cosmetic surgery. This will shorten their learning curve of your practice. Publicity does not happen overnight, it generally takes a couple of months before it begins to snowball. You don't want to spend the first few months of a retainer educating your PR person on the intricacies of cosmetic surgery. Here are a few questions you can ask:

1. Ask the agency to show you magazine clippings or TV interviews of stories they have placed.
   
   
2. After explaining what you do, ask them how they would promote you? What ideas have they gleaned from your conversation do they consider newsworthy.
   
   
3. How many placements/interviews can you expect within your first year. If they cannot answer that, ask how many placements a typical client averages?
   
   
4. Who will be working on your account? Will it be the person selling you on the company, an account executive or an intern?
   
   
5. How often do they send new press materials out?
   
   
6. Will you be able to proof and approve press materials before they are mailed?

If an agency/pr professional is an established business with a proven track record, good references, and whose personality and ideals meet those of yours, you are most likely to embark upon a successful campaign and increase the bottom line. Enjoy the ride!

The above article appeared in the August, 2001 edition of Cosmetic Surgery Times, and is reprinted with permission.