Editor’s Note: Welcome to “Eye Catching: Let's Chat,” a blog series featuring contributions from members of the ophthalmic community. These blogs are an opportunity for ophthalmic bloggers to engage with readers with about a topic that is top of mind, whether it is practice management, experiences with patients, the industry, medicine in general, or healthcare reform. The series continues with this blog by Georgette Pascale, president and chief executive officer of Pascale Communications. The views expressed in these blogs are those of their respective contributors and do not represent the views of or UBM Advanstar.
Running an effective PR campaign can be a vital part of growing a practice, but all the work that goes into it can also be fun.
During a PR campaign, you are attempting to engage the public and to start a conversation about the services you provide. I know that many ophthalmologists are very passionate about what they do, and when I speak to them, that passion is infectious and contagious.
If your PR campaign is designed to build relationships, having that passion about what you do is a great place to start.
But, it cannot be all fun and games. There is a lot at stake in today’s medical marketplace. It is hypercompetitive, and you should not lose sight of the fact that you are running a medical practice (or facility) that is also a business.
Fortunately, you may have more resources at your disposal than you think: Involving your staff is vitally important to the success of your campaign, but having them involved also lessens the pressure on any one single individual and widens the pool of potential expertise.