When I began my public relations career, the post-print media coverage process would go something like this:

1. Cut (with scissors) the newspaper article out of the magazine or newspaper. If the company had the luxury of a paid clipping service, the service would mail the clip, and we would receive it a week or more later.

2. Record and measure the clip on a spreadsheet to be reported to management or the client at the end of the week or month.

3. Make copies of the clip and distribute with a memo via mail, fax or internal office mail.

4.  If relevant, make more copies of the clip for press kits or marketing materials.

5. File it.

The industry has made progress since the early ’90s.  Turnaround time on clips is immediate.  We have software available for creating clips and e-mail for immediate distribution. 

Now, though, the chances of a targeted audience member – such as a prospective patient or referring physician – being in the right place at the right time to read or watch or listen to a news story are slim.  We are competing with so many other mediums, so it is essential to give each news mention “legs.”  In addition to making hard copies of a print or video clip, here are six ways to give your story legs and reach more people than when it initially published or aired:

Six Ways to Give Your Media Placement ‘Legs’

1. E-mail blast it to your contacts.

2. Post it to your Facebook page.

3. Tweet a link to it from your Twitter account.

4. Add a link to it from your LinkedIn account.

5. Post a link to it on your Web site.

6. Write a blog post about it and publish it on your blog.

Sure, it takes extra work, but you automatically increase your chances of your target audience seeing your story.  Good luck, and check back for future posts that explain each of the social media tools I mentioned above.

Be well,

Chris

How quickly will I see results from a public relations campaign?

The story aired and was great, but we are concerned because we did not receive any calls or appointments from it.

While it is critical to evaluate each tactical action during a campaign, it is also important to manage expectations.  Recently, one client started receiving calls from a direct mail postcard as soon as it started arriving in prospective patients’ mail boxes.  Another client has not received a single call that can be directly attributed to a news story, and he has been included in at least ten news stories since he practice opened 18 months ago.

This subject has been weighing heavily on my mind for several days.  Why?  On a recent Friday, I attended a well-orchestrated press conference at Palms West Hospital in Loxahatchee, Fla. organized by SafeKids of Palm Beach County to launch its new public service campaign:  Look Before You Lock.  The conference was covered by all local television news stations and newspapers.  It was well attended by leaders of major community organizations.  They even had a car on-site with a thermometer inside to demonstrate how incredibly hot a car becomes when turned off – no matter what the season. 

Less than one week later, a little girl died when left in a day care center van…all day long.  My heart goes out to her mom and dad.  I cannot pretend to imagine the pain they feel.

Campaign fail?  In my opinion, no.  Caregiver fail?  Yes.

The dictionary defines “campaign” as a systematic course of aggressive activities for some specific purpose

If you’re trying to promote your practice, a specific service, or any message really, it takes time to get people to take action.  You must be tenacious.  You must try several different tactics.  You must have patience.  You must persevere.

What do you think?

Be well,

Chris

Thanks to tenacity, experience and a capable subcontractor (for the surgery promotion), I have been able to place stories for both:  Patient-Centered Medical Home (see pages eight and nine) and endoscopic transsphenoidal surgery.

Here are three tips for promoting complicated medical services:

Three Tips for Promoting Complicated Medical Services

1. Cater the angle to the audience.  For each medical service or device pitch or article, I typically come up with three different angles:  one geared toward patients; a second that would catch the attention of referring physicians; and a third that would be best suited for a specific business or industry.

2. Keep it simple.  Maybe you are a neurological surgeon who lives, eats and breathes endoscopic transsphenoidal surgery.  That is wonderful, but chances are not many others think about this or know what it is!  Call it minimally invasive brain surgery and give us the basics and benefits.  Keep it simple.

3. Use graphics and patient testimonials to help explain.  Nothing helps drive home a point more than an illustration, photo or patient testimonial.  No matter who is reading or watching, learning through the eyes of someone who has been there, done that helps take a complicated subject and make sense of it.  Just be sure to get patient consent before sharing any personal information.

Do you have a complicated medical service or procedure that you are trying to promote?  Do you have a success story to share?  Let’s discuss!  Leave a comment below.

Be well,

Chris

I have been a public relations professional since 1991, so you can say I’ve got some experience under my belt.  My goal is to exchange knowledge with other health care marketers and demonstrate thought leadership to physicians, hospitals, etc. to help point them in the direction for promoting themselves to their target audiences.

On a personal note, I am a wife, a mom to a son and a daughter, and an owner of two yellow Labrador Retrievers.  When I have free time, I like to exercise, read, and go to the beach.

If you’re reading, let me know who you are by leaving a comment!