Your company or practice may be just getting off the ground, spirally upward (or even downward). When is the optimal time to bring in the PR guns? If any of these four major events is happening, or about to happen, it is time to begin PR outreach―STAT.
- You’ve got news. If you have new products, services or pricing, your marketplace needs to be properly educated about these new opportunities. This multi-pronged message should be communicated in a clear voice that easily flows above the rest of the market din.
- You’ve got trouble. As in bad press, bad reviews, bad news, or an industry in crisis mode. Particularly in this new economic climate, you need professionals who will quickly mobilize and refocus your brand toward brighter skies. You need professional PR talent that knows how make delicious lemonade out of those lemons―right now.
- You’ve got competition who is boisterously bombarding your industry about their superiority and possibly even your weaknesses. It’s time to circle the wagons and wage a counter-attack with your own witty and persuasive brand message.
- Your PR lacks consistency. Your internal team disseminated some PR messages but stopped or did not follow-through to solidify any significant impact on your target market.
As you know better than anyone, timing is critical. If you’re faced with any of the above noted situations, please give us a call. We have the solutions.
We’re looking for a few good doctors. Actually, we’re in search of a few good doctor clients. We have the time and manpower (now) to add to our client list. Making direct contact with a doctor (unless you are in cardiac arrest or the late stages of labor) may be one of life’s bigger challenges–you politely push your way through several layers of gatekeepers and then learn he’s just left the building (for the next three weeks) .
So, yesterday, I looked at our target list of physicians and surgeons who seem to be building/growing their practices and sent them a letter. A personalized letter. Written on paper.
- Opened with a personal reference/observation about their ads/website/Twitter posts.
- Outlined how MPW can help develop their patient base/practice.
- Closed with a thank you.
- Wrote a personal note at the end of the letter.
- Hand-addressed the envelope.
And off went the letters with a good old-fashioned US Postal Service stamp.
Next week, we’ll start calling again and reconnect with our new pals, the doctors’ gatekeepers. Perhaps, just maybe, one or two of the doctors or their assistants opened the turquoise envelope and looked at our letter. Hey, anything can happen. We’ll let you know how we fare.
Ogilvy PR reported a few days ago that Google statistics confirm 79% of health consumers have watched videos about their specific health condition on YouTube http://tinyurl.com/29owzgl.
Do you call the doctor every time you have a pain, get hurt or have some type of health issue? Us either. Consumers, even those dealing with their own health and well-being, don’t want to wade through paragraphs of content. JUST SHOW ME WHAT I NEED TO KNOW.
We’re working with a new physician opening his first private practice. To spend $$ wisely, we’ll forgo the professional website design fee (around $2-$3K) and build the new doctor’s site via WordPress (just like ours). We’ll “design” the site via our page design, content and selected images and include a blog that the doctor can update independently. Simple, effective and easy-to-use. This leaves us more cash to use for waiting room decor, eblasts, and a few key printed materials.
We’re writing it all this week:
- media pitches
- senior residential community marketing newsletters —we dig seniors)
- web content
- annual report for cancer care
- press releases about an upcoming event
- commentaries for board members
- Physician marketing articles
And it’s only Monday. BRING IT ON!