As Kelly Cinelli, founding partner of CWR & Partners, based in North Attleboro, Mass., explained: “According to the Pew Research Center’s Internet and American Life Project, 61 percent of patients turn to the Web to research health information. If they see that the doctor has been quoted in several publications or has been on national television, they feel more secure choosing this doctor.”
Let’s say you’ve introduced a new procedure or technology and have consequently received quite a bit of local press that has helped drive patients to your practice. Why would you require national exposure? “While local media coverage is certainly vital,” Rothman said, “ENT doctors who don’t think they need national media attention are negating important national outlets such as the Today show, CNN, USA Today, The Huffington Post, WebMD, and numerous others that are seen and heard by those in their local markets.” Quite simply, this coverage can help improve reputation. “No amount of advertising can give a physician the credibility that media coverage inspires,” she added.