Why ophthalmology needs PR to boost exposure

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  Ophthalmology Times or UBM Advanstar.

 

Although many people believe public relations (PR) exists to spin the news, it actually serves clients in a much more positive and beneficial fashion when it is starting the conversation, rather than changing it.

Georgette Pascale

Outreach and advocacy are a huge part, and yet, educating the various stakeholders is how PR garners interest from the media and public. All of these elements-advocacy, outreach, and education-combine to make an effective and comprehensive campaign.

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Every once in a while, PR gets the chance to target education directly to the end user-the public-and when it does, it is often an opportunity to help them address an unmet need.

By making consumers aware of clients’ goods and services, PR provides a connection between a need and solution they may never have known existed-and when talking about healthcare, PR is helping patients connect with things that benefit their health.

Today’s consumer is more aware of this than ever before because just about anything and everything is available on the Internet. Informed consumers arrive at the store knowing what they want, and, often, what they want to pay.

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Healthcare consumers (patients) also want to know their options before they get to the doctor, and they often arrive in the doctor’s office with a diagnosis in mind.

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