Patients today don’t just look for a doctor; they look for the doctor they can trust. Before they ever call your office, they’ve already Googled you, read your reviews and noticed if you’ve been quoted in the media. In private practice, reputation is everything. And in 2025, reputation lives online. A thoughtful and consistent media presence isn’t just nice to have; it’s a smart and necessary business strategy. The question isn’t if you should have one, it’s whether you can afford not to have one.
Patients Today Are Choosing Doctors Differently
The way people find physicians has changed. A great bedside manner, an efficiently functioning office where phone calls are picked up and returned, and strong word-of-mouth still matter. But today patients expect to “meet” you digitally first. When they see your name in credible article in the media, it builds instant confidence.
You’re not just another name in a provider directory. By being regularly quoted in the media, you become the doctor who knows their stuff, who communicates it clearly and who is prominent and important enough that your opinion was sought out. That’s powerful.
What happens when you stay under the radar? When physicians stay silent, other voices fill the space. Regrettably, these other voices are not always credible ones. Wellness influencers, online “experts,” and social media personalities are shaping public opinion about health, fitness, beauty, nutrition and medical topics every day.
As a private-practice doctor, that can directly affect your bottom line. If potential patients don’t see your expertise represented, they might turn to someone less qualified. Or worse, they may fall victim to misinformation about medical issues. A visible, trustworthy media presence helps keep the medical narrative accurate and puts you front and center where your patients are already looking for information.
Media Mentions That HELP Grow Your Practice
A consistent media presence can strengthen your practice in ways that traditional marketing can’t. First, it builds trust before patients even call. When people recognize your name from the news or a reputable outlet, they feel like they already know you. Second, it attracts more of your ideal patients. Media exposure positions you as an authority in your specialty, whether that’s women’s health, orthopedics, or pediatrics, helping you reach patients who need exactly what you offer. Third, it supports your online reputation. Credible third-party coverage boosts your search results (SEO) and reputation more effectively than ads ever could.
You Don’t Need to Be a “Media Star”
You don’t have to go viral to make an impact. The goal is to garner a consistent flow of media mentions in a wide variety of media outlets writing about health topics. A good PR partner can help you find the right opportunities and connect you with journalists needing commentary from an expert like you for your input for their article(s).
While you don’t need to be a media star, you do need to take control of your narrative. Here’s the reality: even if you’re not actively shaping your media presence, it’s being shaped for you, through reviews, search results, and whatever comes up when someone types your name into Google.
The bottom line is that patients are already searching online for answers you’re qualified to give. The more visible you are, the more likely they’ll find, and trust you. A strong media presence doesn’t just boost your credibility; it helps grow your practice, protects your reputation, and positions you as the go-to expert in your field. In today’s world, being visible isn’t about ego, it’s about impact. And for private-practice doctors, it might just be the smartest investment you can make.
About MCPR Public Relations
MCPR Public Relations specializes in strategic communications and media outreach for doctors and healthcare organizations. We help out clients build visibility, credibility, and influence through targeted publicity. Learn more at mcprpublicrelations.com.