Is PR the Best Marketing Strategy for ALL Professionals in Private Practice?

If you are one of the busy professionals who would like to gain visibility in your local community while keeping your marketing effective yet simple, then chances are that public relations will be your best strategy for developing a preferred private practice. PR is the best practice marketing activity because it:

  • Educates—and thus by its very nature provides value to the community
  • Conveys professionalism and expertise
  • Establishes credibility and trust

By implying third party endorsements (such as through media coverage), public relations strategies, especially those focused on expert positioning (marketing of experts) and referral marketing, have been identified as the most successful, cost effective approach for growing the size and revenue of a local practice.

Some of those that have found this approach most beneficial include:

Medical and Healthcare

  • Chiropractors
  • Dentists
  • Doctors
  • Optometrists
  • Physical Therapists
  • Psychologists
  • Veterinarians

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Legal

Financial

  • Accountants
  • Community Bankers
  • Financial Planners
  • Insurance Agents
  • Stock Brokers
  • Tax Preparers

Building and Design

  • Architects
  • Contractors
  • Engineers

Others

Although technically not considered one of "the professions," experts in the following fields have found this approach a very successful method for marketing their businesses:

  • Artists
  • Coaches
  • Graphic Designers
  • Massage Therapists
  • Photographers
  • Real Estate Brokers

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So, are there any experts for whom PR is not recommended? Actually yes; there is one that will find it not very helpful. That is the general practice physician whose practice is composed primarily of patients with insurance coverage, especially via HMOs. These physicians probably do not need marketing of any kind because they are already extremely busy, but do not likely have much pricing power.

However, even these physicians, if they desire to move their practices to a higher percentage of private pay patients, could benefit enormously from the added visibility and prestige provided by public relations. Some, using PR methods such as those on this website, have built successful practices completely outside the insurance system.

There are obviously many other sub-specialties that fall within these categories, such as the many types of doctors (e.g., cosmetic surgeons), eye care professionals and mental health therapists, just to name a few. As this site develops I will try to include articles focused on different specialties and additional resources to help you grow your practice.


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