ENTtoday

Hiring a Public Relations Firm for Your Medical Practice

by Amy Dodds •

A good PR firm will create press releases that are timely and not self-promotional. For example, an otolaryngologist’s press release could begin by discussing actor Michael Douglas’ recent battle with advanced throat cancer and might then have the doctor talk about early detection and warning signs.

In the end, a PR firm can help you achieve greater success than you might have enjoyed employing advertising or relying solely on word of mouth. But, according to Dr. Eisman, public relations can have other, perhaps unforeseen, positive results. In addition to elevating the practice’s standing with current and potential patients, and even with its own employees, PR, he added, “helps provide a practice-point-of-difference to residents and fellows who are deciding which career path to pursue—and yes, it is absolutely worth it!”

PR Firms: The Bottom Line

What kind of PR firm is right for your practice? Here are some pointers to help you evaluate.

  • Price: A freelancer or a boutique-sized firm is less expensive than a full-service PR firm but may not offer as many perks.
  • Location: PR firms in more media-saturated markets such as New York demand higher rates, but they are more likely to have strong relationships with national media.
  • Term: Six-, eight- or 12-month commitments are typical. Don’t expect huge results immediately, and don’t sign on to a long-term contract.