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Dermatologists on TV: It’s all about the story. And the visuals. And you.
There is no doubt that exposure on TV, whether in the news or on talk shows is the gold standard in ethical marketing for a dermatology practice,” says Gary Grasso, director of Doctor’s PR & Marketing. “Nothing seems to motivate the public quite so well as a great news feature story or TV appearance. The problem is, everyone wants to get on TV. The competition is fierce, and the media has ‘heard it all’ when it comes to story pitches. That’s why a dermatologist must have the following essentials to be successful in TV:”
The story. You must have either a unique story, a compelling patient or the creativity to make a compelling story out of the seemingly mundane.
The visuals. Talking heads are out. Great visuals are in. You need photos, B-roll (background video), even animation to paint a vivid visual picture.
You. A dermatologist must be energetic and friendly, yet professional on camera. He or she must be well-versed not only in the particular subject, but must also know how to provide information to viewers in a way that is understandable yet not condescending, and compelling at the same time. Talking points are essential.
Blogs. “Blogs are one of the most overlooked, under-utilized and misused marketing assets available for marketing a dermatology practice,” says Grasso. “Blogs should be used as an important news source and communication tool to reach prospective patients, so dermatologists need to ensure that their blog articles are newsworthy, and not just a random series of updates. Use the power of a blog to educate, inform and attract patients.”
There’s more. A lot more. Online PR is an essential component of a dermatologist’s marketing strategy, perhaps the most important. Online is where almost everything ends up, from your website and blog to press releases, video, even “recycled” media coverage, which is used to keep media coverage working indefinitely for the practice. By creating and promoting the correct mix of online information we can establish dominant multi-media information sources to inform, educate and refer new patient inquiries to a dermatology practice. We can achieve multiple first-page placements of articles, blogs, press releases and video in Google search. More importantly, we know how to create quality content which remains in first-page search results over an extended period.
For more information on Doctor’s PR & Marketing call 626-222-7955 or email Gary Grasso, director at ggrasso@doctorspr.com Visit DoctorsPR.com
About Doctors P.R.
Doctor P.R. & Marketing provides medical and dental public relations and marketing services across the US. We create and place health, aesthetic & medical news and information via broadcast, online and print media.
