There are an estimated 9,600 working dermatologists and 7,800 practices in the US today. Dermatology is among one of the most popular sub-specialties of medicine. Cosmetic Dermatology is lucrative because the services are elective and not covered by insurance. Dermatologists who perform cosmetic procedures are not just competing among themselves. They face rivals in the fields of plastic surgery, med-spas, internists, and even gynecologists and dentists who seek to cash in on fillers and Botox.
In the ever-growing media landscape, dermatologists need public relations to get ahead of the curve and empower their reputation especially in geographic areas of heavy saturation such as Manhattan, Los Angeles, Miami, Houston, Dallas, Chicago, San Diego, and others. Public relations can help highlight expertise in dermatologic care and enhance visibility for dermatology practices by ensuring that accurate information about dermatology news and treatment options reaches the public.
In this article, we discuss the 5 reasons why it is imperative that dermatologists engage a well qualified public relations firm to solidify their reputation with the media, and in turn, potential patients.
What is Dermatology Public Relations?
Dermatology PR is a specialized form of public relations that focuses on promoting dermatologists, their practices, and the broader dermatology community. It helps educate the public about general dermatology, cosmetic dermatology, pediatric dermatology, and advanced treatments like dermatologic surgery while addressing misinformation about skin care, anti-aging aesthetics. By sharing expert insights on managing cosmetic dermatology and promoting the importance of health care for skin health, dermatology PR bridges the gap between professionals and patients. This strategic communication fosters trust, encourages awareness, and highlights the expertise of dermatologists in delivering superior care.
Five Reasons Why Press Coverage for Dermatologists Is Important
1. Stand Out From the Competition.
Are you frustrated with seeing your competition frequently featured in the media? Most likely, its thanks to good PR. Public relations is the perfect tool to tackle your competitors, tell your story, build your reputation, and engage with consumers. What will set you apart from the rest is a public relations strategy that is effectively carried out by you and your PR firm. Public relations personnel have access to top media contacts and can seamlessly target your audience and spread your expert insight.
Skilled publicists know the angels to pitch the media, and how to create stories that are consumer-friendly, addressing skin issues and sharing tips for healthy skin. As a physician, this is not something you have the time or skill to do on your own. While finding a firm that is right for you might sound stressful, it is crucial to the success of your practice.
2. Publicity + Fame = the ability to command top dollar in your market
Garnering impressive press coverage for dermatologists can make you a “star” in your area if not the country. The late Dr. Fredric Brandt became so famous that he was nicknamed, “The Baron of Botox.” Dermatologists who have made a name for themselves in the media are attractive to affluent, prospective dermatology patients and this affects the perceived value of your service. Your reputation within your area as a leading expert solidifies your practice as more credible than others. Why would a prospective patient seek out a dermatologist who is advertising (tooting his/her own horn) as opposed to the one featured on a TV Show like Dr. Oz or a website such as Instyle.com?
3. Respect From Your Peers
Press coverage will earn you respect not only in your community but also with your fellow peers. Establishing yourself as an expert in the media helps to attract the most qualified employees to your dermatology practice. It can make you a desired speaker at Academic Meetings, and allow you to be a paid spokesperson for a skincare company or new aesthetic dermatology device.
4. Enhancement of SEO
Thanks to Google and other large search engines, an online search is going through an impressive transformation. The constantly changing algorithms determined by rankings and user traffic are refining how search engine optimization (SEO) can boost a dermatologist’s public image. Now more than ever, dermatologists must reevaluate their SEO strategy and turn to public relations.
PR coverage makes an additional impact on your dermatology practice by working with journalists to create consumer-friendly content. An online article featuring a dermatologist will likely to be picked up by another outlet, continuing circulation and getting viewed by millions of readers. Most reporters and journalists who quote dermatologists are happy to provide a hyperlink to your website in the article, directing potential patients to your site.
The more online media coverage a dermatologist has, the higher the likelihood of SEO bumping your name to the top is higher. Also, online media coverage is shareable via social media platforms like X, Instagram, and Facebook. When a prospective patient Googles your practice and sees dozens of top tier media placements featuring you, they are likely convinced that you are the dermatologist of choice before ever setting foot in your office.
5. Ability to Use Media Coverage In Ongoing Marketing of Your Practice
In today’s world, more and more readers can distinguish paid versus “earned media,” especially in the medical field. Consumers are more likely to trust the derm being interviewed on a trusted news outlet than one they saw in an ad. Now that magazines and newspapers have moved to digital distribution, articles stay online and populate in Google searches. You can use all of your press coverage to market your practice on your website or social media. Consumers are more inclined to choose you, the dermatologist with more media coverage. Media coverage can be displayed on your website, waiting room portfolio, and announced through e-mails to your patient base.
Dermatology Marketing Tips to Grow Your Practice
- Build a Strong Online Presence: Optimize your website and leverage SEO to ensure your practice appears in searches for “general dermatology” or “treatments for common skin conditions”.
- Engage on Social Media: Use platforms like Instagram and Facebook to share educational content about skin conditions, treatments, and patient success stories.
- Focus on Patient Reviews: Encourage satisfied patients to leave reviews online, building credibility and trust for new potential clients.
- Partner with a PR Firm: Work with experts like KMR Communications to secure press coverage and highlight your expertise in dermatology.
- Host Educational Events: Organize webinars or in-office events to address misinformation and educate the dermatology community about health care and skin health.
- Leverage Email Marketing: Send regular newsletters to patients, featuring tips on skin conditions, seasonal skincare advice, and new treatments available at your practice.
- Invest in Targeted Ads: Use paid ads to reach local audiences, focusing on specific demographics interested in dermatologic care and aesthetic services.
It’s Time to Smooth Out Your Marketing Wrinkles – We’ve Got You Covered!
Growing your dermatology practice requires a combination of strategic marketing efforts and consistent patient engagement. By building a strong online presence, addressing fake news, and showcasing your expertise in treating common skin issues, you can stand out in the competitive dermatology community. Partnering with a trusted dermatology public relations firm like KMR Communications can help you gain valuable press coverage and elevate your practice’s reputation. Implementing these tips will attract more patients and foster long-term loyalty. Ready to take your dermatology practice to the next level? Contact KMR Communications today and let our team help you grow your brand and reach new heights!
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