Fast Track Marketing Public Relations

You can survive without a formal PR program in place but it would be foolish to do so. The goodwill generated by good PR is worth its weight in gold!

• Every happy patient is an ambassador for your practice, and word-of-mouth is still and always will be the best form of advertising. Public Relations start with these past patients. They want to sing your praises but will need encouragement and materials they can use for show-and-tell when boasting about their new lens-free vision.

They will be flattered and pleased to maintain a connection with you and your practice. The most profitable refractive practices are receiving more than 50% of their patients from past patient referrals. Systems for generating patient referrals utilize the “law of reciprocity” and facilitate the easy sharing of the patient experience with friends and loved ones.

• Your strengths should be visible. Being a dedicated, skilled and committed surgeon does not help you much if no one knows about you. Participation in community events, support of local charities, articles in the local paper, appearances on the small local radio station talk-show – these all generate goodwill.
• Get involved within your community. Don't measure the success of these actions by immediate sales either. PR means making your name known and well thought of. Remember, your future patients want to find a doctor they feel they can trust – they may not rush in for a consult today, but they’ll remember your name when the time comes.
• Issue and follow-up on a Press Release. Issue a press release on a new patient education campaign on vision correction methods and procedures sponsored by the client.
  
• Issue ongoing Press Releases based on awards won, personnel enhancements and other noteworthy events within the client’s practice. Follow-up for coverage.
• Secure special coverage interviews for the client and participate in other community events covered by the media as appropriate within the community.