The Power of PR for New Doctors

The journey from medical school to establishing a successful practice is filled with challenges. As a new doctor, you're not only navigating the intricacies of patient care but also the complexities of building a brand and reputation in a competitive field – and most aren’t thinking about the latter, so you’re already ahead of the game. One area that often gets overlooked, especially by newcomers, is Public Relations (PR). Many assume PR is reserved for seasoned doctors with years of experience. However, this couldn't be further from the truth.

When you think of PR, you might imagine high-profile doctors giving interviews on national television or being quoted in top-tier publications. While this is a part of PR, it's just the tip of the iceberg. PR encompasses a range of activities that help shape public perception of an individual or organization. For new doctors, this means building a positive reputation, establishing credibility, and positioning oneself as an expert in a particular specialty.

But why is PR essential right from the start?

1. Solidifying Expert Status: Even if you're fresh out of medical school, you've spent years acquiring knowledge – information not always known by the average consumer. PR helps you showcase this expertise, allowing you to stand out in your specialty. Whether it's through guest articles, podcast interviews, PR offers platforms for you to begin sharing your insights and experiences. Doing this earlier in your medical career allows you a great runway for long-term success.

2. Building Credibility: Trust is a cornerstone in the medical profession. Patients want to know they're in capable hands. By actively engaging in PR, you can build your credibility faster, ensuring patients, peers, and the broader community recognize and respect your capabilities. The understanding by consumers is that if a doctor is quoted or interviewed in the media, they have already been “vetted” and are therefore more trustworthy.

3. Attracting Ideal Patients: Every doctor has a target patient demographic based on their specialty and interests. PR helps in getting in front of these ideal patients, not only ensuring they're aware of your services and expertise, but also attracting the type of patients who align with your brand and the type of patient care you are trying to achieve..

Taking the first step in your PR journey doesn’t have to be complicated. One of the foundational steps in PR is getting professional headshots. It might seem like a minor detail, but a high-quality, professional photo can make a significant difference. Here's why:

• First Impressions Matter: Your headshot might be the first interaction a potential patient has with you. A professional photo conveys relatability, dedication, and professionalism.

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• Versatility: A good headshot shoot can generate photos that can be used across various platforms – from your clinic's website to social media profiles and content to even review pages.

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• Consistency in Branding: As you build your brand, consistency is key. Using a different version of the same professional photo across platforms helps create a recognizable and trusted brand image. And of course, you can update the image every few years.

While a professional headshot is crucial, it's just the beginning. Here are five more steps to ensure PR success:

1. Craft Your Story & Messaging: Every doctor has a unique journey. Whether it's the challenges you've overcome or the passion that drives you, sharing your story helps connect with patients on a personal level. Sometimes that is why you chose your specialty, other times it’s developing messaging based on the areas you are passionate in helping patients in.

2. Engage with the Media: Start by reaching out to local publications or health/beauty writers. Offer insights into what patients want to know by suggesting different story ideas you can speak to. This not only builds credibility but also increases visibility. PR isn't a one-time activity. Regularly update your strategies, engage with new platforms, and stay updated with the latest trends in your specialty.

3. Leverage Social Media: Platforms like Instagram and TikTok (depending on your conform level) are excellent for networking with media and sharing your expertise. Regular posts, engaging with followers, and noting social trends related to your specialty can expand reach and media potential..

4. Monitor Your Online Reputation: Claim your review pages and regularly check online reviews, comments, and mentions. Address all reviews with your brand voice – both positive and negative – promptly and professionally. Answering only negative reviews will make you seem defensive, whereas answering all reviews demonstrates effort, compassion and value for all feedback.

5. Relationship Building: Developing relationships with writers and editors is critical to your PR success. The best way to achieve this is by being responsive and adhering to a journalist’s deadline. Once you’ve received a response from the media, act as a team player and show him/her how easy you are to work with. Put systems in place that allow you to be notified when you receive a response from the media and similarly, put systems in place to answer their questions in a timely manner. These are things that will be noticed and appreciated by journalists and elicit their interest to work with you again in the future.

Understanding the importance of PR is one thing, but knowing how to navigate its intricacies is another. To help new doctors embark on this journey, I've compiled a comprehensive guide: "7 Tips to Better Market Yourself as a New Physician." This guide offers actionable insights, from the basics of PR to advanced strategies, ensuring you're well-equipped to build a strong, positive reputation in the medical community.

Remember that PR is not just for the seasoned professionals; it's a tool that every new doctor should leverage. By integrating PR strategies from the outset, you set the stage for long-term success, ensuring you not only grow your practice but also make a lasting impact in your field.