You can’t scroll through social media without seeing a dermatologist performing a cosmetic procedure on a patient. There are tons of them. We often think about the time and energy it must take to conceive of these reels, film them and post them. It is clear that dermatologists have to do more than ever to promote themselves and to stand apart from their competitors.

Public relations (PR) can help you do that, and it works alongside the marketing you already have.

Why a Busy Dermatology Practice Still Needs PR

Congratulations if you already have a busy practice. You have worked hard for years to build awareness, earn a positive reputation, bring on colleagues and run a superb practice. You may have more than enough patients, plus a website, a blog and an SEO team. With all that success and support, do you really need PR? We think the answer is a resounding yes.

Patients increasingly turn to online reviews, social media features and expert opinions to choose their doctors. PR is a powerful tool in the marketing toolbox. Unlike paid advertising, where you pay for the exact words and message, PR gives you an opportunity to show your expertise humbly, through the voice of a journalist. For dermatologists, effective PR can help build visibility, brand awareness and credibility. For more on how PR fits into a medical practice, see why doctors need public relations.

How Media Coverage Positions You as a Dermatology Expert

PR lets you be featured as a thought leader and subject matter expert on medical and cosmetic dermatology. When you answer a journalist’s questions and are quoted in a consumer media article, you send a strong message to current and prospective patients, referring doctors and other health organizations: this doctor is a key player in dermatology. Readers can see that, out of all the dermatologists a reporter could have called, you were the one selected.

Journalists are always looking for credible experts to comment on trending health and skincare topics, and they will find a dermatologist to quote. Position yourself as a reliable source so it is you. Reach out to journalists regularly to remind them you are available for commentary.

Dermatology also has an advantage that not every specialty shares. The media pool that writes about skincare and skin health is vast, and many articles appear every week. That means plenty of opportunities to be quoted on the issues and conditions that bring patients to you.

Three Habits of Smart PR for Dermatologists

We think there are three key things to keep in mind when you start a PR program.

  • Be responsive. Almost all media requests are time sensitive, so prioritize a timely reply. Answer the specific questions asked, in full, quotable sentences. It sounds obvious, but it bears repeating. Be open to all media opportunities, because reporters who have a good experience with you are likely to call again for other stories.
  • Keep a strong online presence. Have a website and keep it up to date. Journalists use Google too, so make sure your site is optimized for the keywords people search, and make it easy for reporters to find you.
  • Find your PR lane and stay in it. Build on your expertise and your reputation as a thought leader in dermatology. Consider writing bylined (contributed) articles on topics related to your specialties. Seek out journalists at outlets whose stories could have used a resource like you, and let them know you are available for upcoming pieces.

How Media Coverage May Support Your Search Visibility

PR can also work alongside your search engine optimization (SEO). When you are quoted in the media, your name or practice name is often linked to your website, which creates a backlink. Links and mentions from respected media outlets may support your site’s visibility in search, though no one can guarantee a particular ranking. Regular commentary on skincare topics also helps build your reputation as a thought leader, which is valuable in its own right.

When to Bring In a PR Specialist

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 and pitch media outlets and journalists, so you can focus on patient care while your public image grows. Our guide to PR and media relations for doctors explains how that work happens.

PR isn’t just for celebrities or big corporations. For dermatologists, it is a smart, strategic way to grow your practice, strengthen 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.

Reach out to us at 203-968-6625 or via email at info@mcprpublicrelations.com for more information.