A good PR firm will create press releases that are timely and not self-promotional. For example, an otolaryngologist’s press release could begin by discussing actor Michael Douglas’ recent battle with advanced throat cancer and might then have the doctor talk about early detection and warning signs.
Explore This IssueJuly 2012
In the end, a PR firm can help you achieve greater success than you might have enjoyed employing advertising or relying solely on word of mouth. But, according to Dr. Eisman, public relations can have other, perhaps unforeseen, positive results. In addition to elevating the practice’s standing with current and potential patients, and even with its own employees, PR, he added, “helps provide a practice-point-of-difference to residents and fellows who are deciding which career path to pursue—and yes, it is absolutely worth it!”