| mers want the latest style in automobiles, the latest | | | | This was not just a classic textbook approach to |
| fashions from Paris, and the cutting edge in technology. | | | | media promotion and niche marketing where you tear |
| But patients are gun-shy about embracing | | | | out a page and cover the bulleted points. The media |
| experimental medicine or cutting edge technology | | | | coverage particularly was successful because I have |
| when it comes to improving their health or enhancing | | | | invested the hard time needed cultivating media |
| their bodies. | | | | contacts and establishing their trust. Now when they |
| That’s why doctors on the cutting edge in their | | | | get a pitch from me, the editor/reporter trusts me and |
| area of specialty need public relations. The message | | | | knows the facts presented will be accurate. If you |
| of safety, convenience, and success must be | | | | don’t establish the relationship and trust first, |
| conveyed because medical consumers are much | | | | your carefully planned press kit when landing on the |
| more reluctant to be among the first to accept a new | | | | editor’s desk will end up in the wastebasket |
| medical technique than are buyers of automobiles, | | | | within 20 seconds. PR is not about gloss and glitter; |
| computers, furniture or fashion. | | | | it’s about relationships and trust. |
| Of course, sick people want to be treated with the | | | | As part of cultivating media relations I regularly attend |
| very latest drug, equipment or method. They just | | | | major media events in New York City where I have |
| don’t want to be the first! And so an innovative | | | | face-to-face meetings with journalists, editors, writers |
| doctor introducing new equipment or a new treatment | | | | and producers from top national magazines, |
| method needs the assistance of a public relations | | | | newspapers and radio/TV programs. I have |
| marketing professional to be successful. | | | | successfully pitched such media outlets as 20/20, |
| No one will agree to eye surgery without being | | | | Prime Time, CNN, People, Good Morning America, |
| convinced the procedure is absolutely safe. No woman | | | | Newsweek, Time Magazine, Dateline NBC, The View, |
| will ever agree to breast augmentation or vaginal | | | | Oprah's O magazine, Cosmopolitan, Fox News, Good |
| rejuvenation without feeling absolutely comfortable | | | | Housekeeping, Newsweek to name a few. |
| about the practitioner. The more sensitive the | | | | The same things that worked for Dr. Tayfour also |
| procedure the greater the need for public relations. | | | | worked for: |
| It has been my experience that a well-thought out and | | | | • The TLC Laser Eye Centers of Michigan to |
| executed public relations/marketing plan will overcome | | | | arrange FOX and ABC TV coverage promote their |
| reluctance by patients to embrace medical innovations. | | | | new Custom LASIK procedure. |
| In my practice that certainly has been the case. | | | | • Dr. Joseph Berenhotz, Director of the Laser |
| I am president of Westwind Communications, a public | | | | Vaginal Rejuvenation Institute of Michigan promoting a |
| relations and marketing firm that has a special knack | | | | new vaginal laser treatment covered by the Detroit |
| for working with individuals and entrepreneurs to help | | | | Free Press, NBC and ABC TV in Detroit, and an |
| them get all the publicity they deserve and more. | | | | Indianapolis TV station. |
| Among my clients are numerous doctors, lawyers, | | | | • To promote Plastic Surgeon Dr. Gregory |
| authors, inventors and entrepreneurs. | | | | Roche of Bloomfield, Michigan, when he launched |
| While working with prominent doctors over the past | | | | BOTOX in Michigan. |
| several years, I have developed successful marketing | | | | • Media coverage and advertising for Dr. |
| campaigns for plastic surgery, LASIK surgery, dental | | | | Fiander of the Farmington Laser Eye Clinic. |
| surgery, liposuction and BOTOX. Among the most | | | | • For laser plastic surgeon Dr. Lawrence |
| successful methods is to arrange for radio, television | | | | Castleman I placed dozens of articles, and arranged |
| and sports personalities to have the surgery or | | | | TV and radio news coverage, and gained newspaper |
| treatment free and then give testimonials on how | | | | coverage for everything from Ultrasonic Liposuction to |
| great this new surgery or treatment has been for | | | | BOTOX for sweating, and hair transplants. |
| them. I’ve also arranged for endorsements by | | | | • Targeted marketing for Cosmetic Surgeon |
| popular sports, TV and radio celebrities to help | | | | Dr. Michael Gray when he launched an endoscopic |
| convince customers that it is safe and desirable to use | | | | breast augmentation program in Michigan. |
| the elective medical procedure. | | | | • And placed print articles and arranged TV |
| When the French pay TV channel | | | | news coverage on dental implants and a tooth friendly |
| “Canal+” wanted to know how BOTOX | | | | Easter Basket for Dr. Timothy Kosinski, DDS |
| was launched in the U.S., using mostly media relations, | | | | (By the way, I never represented two LASIK surgeons |
| they called Westwind Communications to discuss how | | | | or two plastic surgeons at the same time. My |
| I helped launch it in the Midwest and sent a reporter to | | | | company and personal code of ethics does not allow |
| interview me during the summer of 2006. | | | | representing clients who are in competition). |
| When Dr. Michael Opipari and Dr. Ronald Rook of the | | | | In addition to PR and marketing campaigns aimed at |
| Advanced Magnetic Research Institute (AMRI) wanted | | | | television, radio, newspapers, professional and trade |
| to introduce the revolutionary Magnetic Molecular | | | | publications, I also do a great deal of internet marketing. |
| Energizing (MME) treatment currently under FDA | | | | One of the first things I check when meeting with new |
| review, I sat down with them and mapped out a | | | | clients is whether they have a web site and how good |
| marketing plan and media strategy to overcome initial | | | | it is at marketing their product, service or message. |
| concerns by people recruited to participate in the study | | | | Nine times out of ten one of the first things we |
| tests. | | | | schedule is a redesign and revamping of the content |
| Westwind Communications has become the premier | | | | to make the web site the viable marketing tool it |
| medical public relations firm in Michigan, having | | | | should be. |
| introduced numerous elective cosmetic surgery | | | | With that done, I then strategically place electronic |
| procedures to the media such as Ultrasonic | | | | press releases and ezine articles on the Internet and |
| Liposuction, Endoscopic Breast Augmentation, LASIK | | | | employ sound, state-of-the-art search engine |
| surgery, Custom LASIK, Laser Vaginal Tightening, and | | | | techniques and drive traffic to the client’s web |
| MME to name a few. | | | | site. The increased traffic to the newly rejuvenated |
| One of my earliest medical clients, who serves as an | | | | web site will subsequently result in phone calls or email |
| insightful test case for the theme of this article, is the | | | | inquiries to the client’s medical practice that then |
| Windsor Laser Eye Institute (WLEI) founded by Dr. | | | | drives new traffic to the medical clinic. |
| Fouad Tayfour who today is a household name in the | | | | Another technique that is key to promoting |
| Detroit-Windsor market. | | | | professionals in the medical fields is to establish the |
| But when the WLEI became my client, Dr. Tayfour | | | | client as an expert in his/her field of specialty. The |
| was not a household name in Southeast Michigan. The | | | | executive biography included in the press kit is geared |
| FDA had not yet approved laser eye surgery and so it | | | | toward promoting the client’s expertise. I also |
| was only available in Canada. Dr. Tayfour, a pioneer in | | | | make sure that the client is listed as an expert in a |
| Canada and the U.S., opened a clinic in Windsor across | | | | valuable online expert service. Editors consult this |
| the river from Detroit. Thus, because of | | | | service when looking for experts on developing stories. |
| Windsor’s close proximity to Detroit, Dr. | | | | To gain an interview in a news story as an expert in |
| Tayfour wanted to reach out to the Greater Detroit | | | | the field is worth a pot of gold and that makes |
| metropolitan area. | | | | subscribers to this service, such as my firm, a valuable |
| While there was interest in laser vision as a substitute | | | | ally to the media by providing just what they |
| for prescription glasses or contact lenses, initially there | | | | need… an expert. |
| was not a flood of traffic over the Ambassador | | | | A major strategy in establishing a medical professional |
| Bridge to the clinic. People are very sensitive about | | | | as an expert is to schedule interviews on television, |
| their eyes and very hesitant about being among the | | | | radio, and radio talk shows. To do this the client must |
| first to embrace this revolutionary approach. What | | | | be equipped to deal with the media, and most clients |
| about side effects or complications down the road? | | | | are not skilled in being interviewed. Therefore, while the |
| How uncomfortable is the procedure? How long will | | | | client’s web site is being boosted, and the press |
| the correction last? Will it damage my eyes? And | | | | kit is being developed, I sign the client up with a |
| added to these concerns was the fact that the | | | | well-respected media coach. |
| procedure did not have FDA approval and was not | | | | Media training will give doctors, dentists and surgeons |
| covered by health insurance. | | | | the skills to learn how to use the media, not just to |
| One of the first steps was to prepare a set of | | | | convey their message but to compel people to try the |
| documents for a press kit to explain what the laser | | | | medical procedure or treatment plan. As a marketing |
| procedure involved, what the benefits were, and facts | | | | expert, I can pitch a doctor’s story and line up a |
| to overcome concerns about side-effects, pain, | | | | TV or Radio interview but the author won’t be |
| discomfort, etc. The press kits were distributed to | | | | able to amaze listeners and capitalize on the interview |
| television, radio and newspaper reporters, and to | | | | without being trained by a media coach |
| sports figures, talk show hosts, and other celebrities in | | | | Before investing in a PR firm it is prudent to find a PR |
| the Detroit market. News reports were filed and radio | | | | professional who knows his or her way around the |
| celebrities began talking about this new procedure | | | | newsroom and has body of work with successful |
| across the river. Dr. Tayfour then performed the | | | | medical placements in all forms of media. When |
| procedure free of charge to sports figures, celebrities, | | | | shopping for a PR firm consider the following: |
| and media personalities who then spread the word | | | | • Does the firm have a track record of medical |
| further. These well-known and respected celebrities | | | | and health placements? |
| also issued endorsements for laser vision. As part of | | | | • Does the firm have extensive media |
| this campaign I arranged for two laser vision surgical | | | | contacts and an ongoing relationships? |
| procedures to be televised live, which really had a | | | | • Does the firm have a good reputation with |
| positive impact on patients! | | | | journalists? |
| We created a buzz campaign and soon everyone | | | | • Are the sample press kits from other medical |
| was talking about laser vision and how wonderful it | | | | clients professionally written? |
| was. The trips became so frequent from Detroit to | | | | At the end of the day, sign up with someone who can |
| Windsor that when the immigration officials in the | | | | demonstrate the results you want. My clients have |
| booth asked, “Why are you coming to | | | | been featured by Good Morning America, CNN, ABC |
| Canada” and heard “to get laser eye | | | | Nightly News, The New York Times, Nightline, TIME, |
| surgery” they just waved them on by Dr. | | | | PBS, Los Angeles Times, USA Today, Washington |
| Tayfour then launched an intense television advertising | | | | Post, Family Circle, Woman's World to name a few. |
| campaign that cemented his status as a household | | | | This track record results from me doing what I do best |
| word in the region. But the groundwork to that | | | | and in all that I do make sure that the client gets the |
| happening was a targeted media campaign and | | | | publicity they deserve…and more. |
| selected endorsements. | | | | |