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.
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?)
Marketing a healthcare organization can be challenging - even painful if you don't approach it with the right knowledge, tools, and guidance. By reading about mistakes and lessons others have learned the hard way, you can boost your marketing effectiveness and take a shortcut to success. Discover how to avoid these "Seven Deadly Sins". Plus, join over 30,000 of your fellow healthcare providers with a free subscription to our Insight Newsletter.