Publicity Success Story: It’s Not Impossible; Sometimes it’s Easy.

By Stewart Gandolf
Chief Executive Officer

Stewart Gandolf is out on the road again, but he wanted to share this quick insight about healthcare publicity. And since he’s a founding partner of Healthcare Success (i.e. “the boss”), here goes.

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Local publicity gets a workout

So Stewart says: “Most doctors tell me getting publicity in the local press is impossible.” I reply: “Oh.” (I’m hanging on every word because…you know…he’s the boss.)

Steward explains his point: “My wife belongs to this fitness boot camp. They just got a nice bit of publicity in the Orange County Register when the business changed hands recently. I love it that they got great local publicity with a little idea, mainly because they asked.” It’s a practical success story for anyone in healthcare public relations & PR.

He’s referring to Rough-Fit, an outdoor fitness and health organization in the community of Tustin, CA.

One of the new owners, Greg Moe, a National Academy of Sports Medicine CPT, says:  “I contacted the paper and let them know that we bought the business, and asked if they wanted to do the story. They jumped on the idea, and the story is both online and print.”

The business is well-established in the local community, and Greg contacted the person at the newspaper who covers Tustin. (Publicity Tip #1: Contact the right person.)

In addition, Rough-Fit has been actively connected with community events and activities that promote health, fitness, and sports medicine. (Publicity Tip #2: Emphasize “local” in local news.)

The local publicity came about because they picked up the phone and called the newspaper. (Publicity Tip #3: You’ve got to ask.)

The outcome is this story: A new fit for Rough-Fit, by Stephanie Vatz, in the Orange County Register.

Stewart’s point: Healthcare publicity isn’t impossible. You’ve got to ask, and ask the right person. It doesn’t have to be an earth-shattering, big story, but interesting. (Did I mention that nothing happens if you don’t ask?)

Stewart Gandolf
Chief Executive Officer at Healthcare Success
Stewart Gandolf, MBA, is Chief Executive Officer of Healthcare Success, one of the nation's leading healthcare and digital marketing agencies. Over the past 20 years, Stewart has marketed and consulted for over 1,000 healthcare clients, ranging from practices and hospitals to multi-billion dollar corporations. A frequent speaker, Stewart has shared his expertise at over 200 venues nationwide. As an author and expert resource, Stewart has also written for many leading industry publications, including the 21,000 subscriber Healthcare Success Insight blog. Stewart also co-authored, "Cash-Pay Healthcare: Start, Grow & Perfect Your Cash-Pay Healthcare Business." Stewart began his career with leading advertising agencies, including J. Walter Thompson, where he marketed Fortune 500 clients such as Wells Fargo and Bally's Total Fitness.



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