Effectively Marketing Medicine

Effectively Marketing Medicine

Those involved in the fields of health and medicine, perhaps more than any other professionals, can benefit from a targeted, strategic public relations campaign.  The trust and validation factors are never so important than when people are searching for a physician, medical center or hospital.

Most people first learn about a new medical breakthrough, treatment or modality via the media and when the public sees a physician being interviewed on TV or in a magazine or newspaper, that physician gains immediate credibility.  No ad can produce that effect, neither can a direct mail piece or even the most professionally build website.  The media offers validation and credibility unlike any other form of communication.

People trust the media because they know the news is a vetted process.  Either an editor or a producer has checked on the story.  They are disinterested third parties whose job is to report news.  Their reporting is therefore seen as credible.

Utilizing media relations as a way to market a new medical procedure, hospital, medical center is critical to the success of all health and medical practices.  Public relations remains the sole way to communicate with the public, reach a target market and achieve the validation and credibility of being featured in the news.
Medical Public Relations is also incredibly important because often the first time a patient hears about a new procedure or drug it’s from the media.  Today, savvy hospitals and physicians view public relations as an integral component of their business strategy.

Considering the fact that information control and distribution will be the currency of the new millennium, learning to effectively manage one’s image and message now has to be viewed as basic Business 101.

But not only can an effective medical PR campaign reach the public and bring in patients, it can also save lives.  Often the only way that a patient in need of a new treatment learns about it is on TV, or in the newspaper, that fact makes this particular type of marketing outreach particularly effective – and important.

Copyright © Anthony Mora 2010


Anthony Mora began his media career as a freelance journalist for such publications as Us, Rolling Stone and other local and national publications. He served as editor-in-chief of two Los Angeles-based entertainment and lifestyle-oriented publications, and co-founded Phillips & Mora Entertainment, a public relations and personal management company, which ventured into video and film production. In 1990, Anthony formed Anthony Mora Communications, Inc. a Los Angeles-based media relations company that specializes in media placement, image development, and media training. AMC Inc. has placed clients in: Time, Newsweek, 60 Minutes, CNN, The Wall Street Journal, The Oprah Winfrey Show, The New York Times, Los Angeles Times, and other local, national, and international media outlets. Anthony has been featured in: USA Today, Newsweek, The New York Times, The Los Angeles Times, The Wall Street Journal, The BBC, CNN, Entrepreneur, Fox News, MSNBC, and other media. He has written three books. The most recent, \\”Spin to Win,\\” is a step-by-step guide on how to define goals and utilize the power of the media to achieve success in any field. Practical and user-friendly, \\”Spin to Win\\” can be utilized by heads of major corporations, small business owners, and entrepreneurs.