You can’t click on Instagram, TikTok, or Facebook without seeing a dermatologist doing some sort of cosmetic procedure on a patient. There are tons of them. I often think that it must take tremendous time and energy for dermatologists to conceive of these reels, film them and then post them. However, it is clear that dermatologists need to do more than ever today to promote themselves and to distinguish themselves from their competitors.
Patients increasingly turn to online reviews, social media features, and expert opinions to choose their doctors. This is where public relations (PR) can become a powerful tool. For dermatologists, effective PR can mean increased visibility and brand awareness, enhanced credibility, and ultimately, a thriving practice.
PR offers dermatologists an opportunity to be featured as thought leaders and subject matter experts about all things to do with medical and cosmetic dermatology. By answering questions from journalists, and being quoted in consumer media articles, the message to current and prospective patients, referring doctors and other health organizations, is powerful. It tells them that this specific doctor is important and a key player in dermatology.
Journalists are always looking for credible experts to comment on trending health and skincare topics. They will find a dermatologist to quote in their story. Let that be you by positioning yourself as a reliable source. Regularly reach out to journalists to remind them that you are available for commentary. Being quoted in the media as an expert boosts your visibility and credibility.
More than ever an added benefit of PR for dermatologists is with search engine optimization. When a doctor is quoted in the media his name or practice name will be linked to his website creating a backlink. Google rewards media backlinks with higher search rankings. Don’t miss out on this valuable SEO tool.
If managing media outreach, branding, and content creation sounds overwhelming, consider hiring a PR specialist or agency with experience in healthcare PR. They can help develop a strategy, pitch to media outlets and journalists, allowing you to focus on patient care while your public image flourishes.
Public relations isn’t just for celebrities or big corporations. For dermatologists, PR is a smart, strategic way to grow your practice, enhance your reputation, and connect with more patients. With a mix of media outreach, authentic storytelling, and community engagement, you can build a brand that stands out in a crowded field.