Article by Kevin Waddel
Many medical professionals have a profound distrust for advertising and marketing. They view these two highly commercial pursuits as beneath them. They view advertisers as horribly corrupted souls who will do anything, including selling their own grandmother up the river, for a quick and easy buck. But the truth of the matter is that the medical professional is a business like any other. They have expenditures and profits, and are selling a service for money. Medical practitioners around the globe may think themselves too good for petty business matters, but the truth of the situation is that many medical practitioners have two wear multiple hats, not the least of which are doctor and small business owner. This may be a revolutionary concept, but it does not make the fundamental truth at the base of the claim any less valid or any less accurate.
Once medical practitioners realize the gravity of the situation, they will strive to anything and everything in their considerable power to ensure that their business thrives. They know that this is the only way to continue to contribute to the community by continuing to practice medicine. They cannot help sick people get better if their doors are closed for business. That is why many medical professionals have followed the lead of other industries and hired additional help, beyond the normal additional doctors, nurses, clerks, and secretaries. Many medical practices all across the great United States of America have enlisted the services of accountants, business managers, and even health PR firms.
Once a medical professional hires a health PR firm, they have undoubtedly come to the conclusion that they have to be realistic about their business goals, and they have to be equally ready to deal with the processes to achieve said goals. This means becoming comfortable with spin. Spin means that the health Pr firm that the medical office or institution has hired controls the flow of information that flows between the office or institution and the general public. How is this accomplished? And why? Health PR firms are highly specialized boutique outfits that can highlight the positives attributes of a particular medical practice or office while downplaying the negatives. This is the fundamental motis operandi of any health PR firm worth their salt, or any health PR firm that wants to stay in business. This is the case because scandal is the mortal enemy of any self respecting medical practice or private practice. If people are wary of going to a particular medical office, private practice, or hospital because they have heard bad things about it from friends, family members, or coworkers, then that particular medical office or private practice is doomed to fail. Using every means at their disposal, a highly qualified and effective company that specializes in the field of health PR has to ensure that the general perception about a particular medical institution or private practice is a positive.
Many health PR firms’ usual traditional means, such as print ads and radio spots, to get their message across. In the modern digital age, some forward thinking health PR firms have started to use the internet, and more specifically social media, to get their message across. Many of these advanced health PR firms believe that this is the future and that the only way to stay relevant is to adhere to the changes created in the medical industry by technological and even social advances, so they can stay current.
About the Author
Kevin Waddel is a free lance writer. To get more information about Public relations, Public Relations New York, New York city public relations, Health PR, PR, NYC Public Relations Firms, Financial Services Relations in New York visit http://www.makovsky.com
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