The plastic surgery industry is becoming more cutting edge by the second. With more and more talented surgeons entering the field, plastic surgery practices have to invest in more PR to build credibility within the industry.
PR can help to establish your brand, which is why it’s best to incorporate it into your overall healthcare marketing strategy.
In this article, we are shining a light on how plastic surgery businesses can benefit from utilizing a public relations firm.
3 Ways Public Relations Can Benefit Your Plastic Surgery Practice
In today’s digital age, you have to ensure that your online content is discoverable on search engines. How exactly does one do that? The answer lies in investing in your website’s search engine optimization (SEO).
There are plenty of ways in which you can improve your website’s overall SEO ranking. First, you have to write content that is both intriguing and informational. After doing some keyword research, you’ll know exactly what your audience wants to read about. You will then be able to get more organic traffic by simply providing information that’s already in high demand.
Another way of boosting your website’s SEO ranking is to write guest blogs on other health care websites that link back to your website. Each backlink gives your website more credibility and will increase your website’s Google ranking. This means your website will have a higher chance of being noticed, which will increase organic traffic to your website and ultimately get you more clients.
A great PR firm will help your website to climb rankings by making sure your practice is consistently building online authority and trust. This will help to establish your online presence and turn any press opportunity into potential customer acquisition opportunity.
Compared to traditional advertising, a well-written, evergreen editorial can drive more long-term results. Why is this? Because a traditional advertisement is only utilized once and placed on one specific platform for a limited amount of time.
An editorial, on the other hand, can be published on more than one platform, can be reshared multiple times, and allows for online discussion. The ripple effects of a compelling editorial are, quite frankly, never-ending.
However, this is not the only benefit that PR content has over traditional marketing. PR allows you to build connections within the media industry. For example, once a journalist has worked with you, they will keep your contact details on file for any future stories. However, for this to happen, any interaction with journalists needs to be positive and professional in nature.
By hiring an experienced PR firm, you can be sure that you will always have marketing materials readily available for journalists. This means that the entire process will run smoothly, which will entice them to work with you again. This could lead to additional free exposure on a long-term basis and send more clients to your door.
Brand credibility is vital, especially in the health sector. However, getting your brand to be perceived as the go-to place for plastic surgery in an unbiased way takes time.
How people feel about your brand can make or break your practice. As such, it is crucial that you get the right type of exposure.
A lot of people think that by implementing an expensive advertising campaign you will get the brand recognition that your practice needs. While this is true to an extent, an elaborate advertising campaign can also be perceived as biased self-promotion. This means that when it comes to building authentic brand credibility, advertising may not be your best bet.
PR, however, relies on third-party endorsement from news anchors, local columnists and bloggers, and even media houses. In other words, PR allows a trusted media house to put their stamp of approval on your medical practice. Seeing that lots of people view journalistic reporting as accurate and unbiased, they tend to put a lot more trust in what the media has to say about businesses.
This method of getting your brand’s name out there can easily establish you as a specialist in your field of practice. Whether you prefer to give your two cents on a new plastic surgery fad or you would like to comment on a popular surgery technique or pro bono work your practice has been doing, the media can provide plenty of ways to get your brand’s story out there.
With an experienced PR company at your side, there are lots of ways that your plastic surgery business can benefit from tried and tested PR practices.
Whether you want to boost your website’s Google ranking or establish your brand in the medical field, PR can ensure more brand visibility and get more clients to knock on your door in no time at all.