By Scott Lorenz Consumers be the latest call in automobiles the latest fashions from Paris and the cutting edge in technology. But patients are gun-shy about embracing experimental care for or cutting advance technology when it comes to improving their health or enhancing their bodies. Thats why doctors on the cutting edge in their area of specialty be public relations. The message of safety convenience and success must be conveyed because medical consumers are much more reluctant to be among the first to accept a new medical technique than are buyers of automobiles computers furniture or fashion. Of course sick populate want to be treated with the very latest medicate equipment or method. They just dont want to be the first! And so an innovative adulterate introducing new equipment or a new treatment method needs the assistance of a public relations/marketing professional to be successful. No one ordain accept to eye surgery without being convinced the procedure is absolutely safe. No woman ordain ever accept to converge augmentation or vaginal rejuvenation without feeling absolutely comfortable about the practitioner. The more sensitive the procedure the greater the be for public relations. It has been my experience that a well-thought out and executed public relations/marketing intend ordain beat reluctance by patients to embrace medical innovations. In my learn that certainly has been the case. While working with prominent doctors over the past several years. I have developed successful marketing campaigns for plastic surgery. LASIK surgery dental surgery liposuction and BOTOX. Among the most successful methods is to lay for radio television and sports personalities to undergo the surgery or treatment free and then give testimonials on how great this new surgery or treatment has been for them. Ive also arranged for endorsements by popular sports. TV and communicate celebrities to back up convince customers that it is safe and desirable to use the elective medical procedure. One of my earliest medical clients who serves as an insightful evaluate case for the theme of this article is the Windsor Laser Eye Institute (WLEI) founded by Dr. Fouad Tayfour who today is a household label in the Detroit-Windsor market. But when the WLEI became my client Dr. Tayfour was not a household name in Southeast Michigan. The FDA had not yet approved laser eye surgery and so it was only available in Canada. Dr. Tayfour a pioneer in Canada and the U. S. opened a clinic in Windsor across the river from Detroit. Thus because of Windsors close proximity to Detroit. Dr. Tayfour wanted to arrive out to the Greater Detroit metropolitan area. While there was interest in laser vision as a substitute for prescription glasses or contact lenses initially there was not a fill of traffic over the Ambassador Bridge to the clinic. People are very sensitive about their eyes and very hesitant about being among the first to embrace this revolutionary come. What about side effects or complications drink the road? How uncomfortable is the procedure? How long ordain the correction last? ordain it damage my eyes? And added to these concerns was the fact that the procedure did not undergo FDA approval and was not covered by health insurance. One of the first steps was to alter a set of documents for a press kit to inform what the laser procedure involved what the benefits were and facts to beat concerns about side-effects hurt discomfort etc. The touch kits were distributed to television communicate and newspaper reporters and to sports figures communicate show hosts and other celebrities in the Detroit market. News reports were filed and communicate celebrities began talking about this new procedure across the river. Dr. Tayfour then performed the procedure free of charge to sports figures celebrities and media personalities who then spread the word further. These well-known and respected celebrities also issued endorsements for laser vision. As move of this campaign I arranged for two laser vision surgical procedures to be televised be which really had a positive force on patients! We created a buzz race and soon everyone was talking about laser vision and how wonderful it was. The trips became so frequent from Detroit to Windsor that when the immigration officials in the booth asked. Why are you coming to Canada and heard to get laser eye surgery they just waved them on by Dr. Tayfour then launched an intense television advertising campaign that cemented his status as a household word in the region. But the groundwork to that happening was a targeted media campaign and selected endorsements. This was not just a classic textbook come to media promotion and niche marketing where you tear out a summon and cover the bulleted points. The media coverage particularly was successful because I undergo invested the hard measure needed cultivating media contacts and establishing their believe. Now when they get a pitch from me the editor/reporter trusts me and knows the facts presented will be accurate. If you dont open the relationship and believe first your carefully planned press kit when landing on the editors desk will end up in the wastebasket within 20 seconds. PR is not about gloss and appear; its about relationships and believe. As move of cultivating media relations I regularly be major media events in New York City where I have face-to-face meetings with journalists editors writers and producers from top national magazines newspapers and radio/TV programs. I have successfully pitched such media outlets as 20/20. fix Time. CNN. populate. Good Morning America. Newsweek. Time Magazine. Dateline NBC. The View. Oprah’s O magazine. Cosmopolitan. Fox News. Good Housekeeping. Newsweek to label a few. The same things that worked for Dr. Tayfour also worked for: The TLC Laser Eye Centers of Michigan to lay FOX and ABC TV coverage back up their new Custom LASIK procedure,Dr. Joseph Berenhotz. Director of the Laser Vaginal Rejuvenation Institute of Michigan promoting a new vaginal laser treatment covered by the Detroit Free Press. NBC and ABC TV in Detroit and an Indianapolis TV displaceTo promote Plastic Surgeon Dr. Gregory Roche of Bloomfield. Michigan when he launched BOTOX in MichiganMedia coverage and advertising for Dr. Fiander of the Farmington Laser Eye ClinicFor laser plastic surgeon Dr. Lawrence Castleman I placed dozens of articles and arranged TV and communicate news coverage and gained newspaper coverage for everything from Ultrasonic Liposuction to BOTOX for sweating and hair transplantsTargeted marketing for Cosmetic Surgeon Dr. Michael color when he launched an endoscopic breast augmentation program in MichiganAnd placed create articles and arranged TV news coverage on dental implants and a tooth friendly Easter Basket for Dr. Timothy Kosinski. DDS (By the way. I never represented two LASIK surgeons or two plastic surgeons at the same time. My affiliate and personal code of ethics does not accept representing clients who are in competition). In addition to PR and marketing campaigns aimed at television radio newspapers professional and change publications internet marketing is very effectivce. One of the first things I check when meeting with new clients is whether they undergo a web site and how good it is at marketing their product service or communicate. Nine times out of ten one of the first things we schedule is a redesign and revamping of the content to alter the web site the.
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