How can PR help boost your dermatology practice?
Press & influencer coverage is the MOST VALUABLE TYPE OF MEDIA FOR ANY BUSINESS. According to a 2019 study, 92% of consumers said that they trusted earned media coverage about a brand more than any other type of media. And it's for good reason. Whenever you can get someone else to say good things about you or your business, it helps build trust with your audience. Especially when it comes to dermatology, skincare, plastic surgery, and aesthetics, trust is paramount when it comes to expanding interest and securing new patients for your practice. Earned endorsements are huge for building your reputation and trust – if a possible patient is interested in finding a new practice to work with on their acne journey, they will likely strongly consider the one that has strong patient reviews and accolades in the media.
At FACTEUR PR, we work with several dermatology practices across the country, working one-on-one with the providers to secure press coverage for them in major media outlets, such as Allure, InStyle, Real Simple, PopSugar, Real Self, Marie Claire, and more. These earned media inclusions are wonderful for SEO and sharing on social media and your website, providing high-value credibility to help elevate your brand's reputation among your local competition. Additionally, we've also developed a robust influencer relations program for these practices to bring in multiple content creators to develop videos and images for us to share on our owned channels and for the influencers to share on their own networks, which provides the marketing team with diversified content while also increasing visibility organically for the practice through real-life experiences and positive word-of-mouth.
When we're trying to secure press placements and earn publicity for our businesses, we are essentially working toward something big: convincing a journalist or an influencer to tell our current or would-be customers just how fabulous we are. This type of media is more valuable than advertising and marketing, but sadly it's often left out of the picture when it comes to our overall business strategy as many business owners and marketers are intimidated or not moved when it comes to approaching journalists. But it doesn't have to be that way. It’s why FACTEUR PR exists, after all – to be a liaison between journalists and our clients. With our support, they’ve seen hundreds of millions of media impressions and many have felt the impact to their bottom lines in a big way.
Ask yourself...do we only want people talking about our business here and there or all the time?
No matter what type of business you manage, we’re all trying to get to the same place: growth. Combining marketing with PR can help move the needle for your practice by building brand awareness so that when your patient is ready to visit you, they know you’re among the best in the industry (which is the primary function of PR).
How can PR help get your dermatology practice from awareness to advocacy?
Awareness: Secure media placements, influencer collaborations, content creation on social media and owned channels
Consideration: Educate current and potential clients, customers, and patients about your specializations through PR, social, and web
Conversion: Nurture that consideration by earning your patient’s trust and converting with urgency across your messaging (and make it very easy for the patient to convert)
Loyalty: Remember the patient-practice relationship and consistently provide the patients with ongoing education, incentives, community, and offerings to keep them engaged.
Advocacy: Convert your customers into ambassadors and reward them for their referrals.
Learn more about how to work with FACTEUR PR to help grow your beauty brand or business.