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Doctors turn to PR firms for advertising boost

Healthcare Strategist Trend Watch, July 27, 2007

Forsaking Yellow Page advertising, direct mailings, or placards on public transportation, more and more doctors are turning to public relation firms, hoping to arrange interviews with local and national media.

According to The Olympian, doctors are hiring paid professionals to boost their image and visibility, instead of more conventional means, such as clinics, seminars, and word-of-mouth advertising. Some say using PR firms raises professional and ethical concerns; regardless of his or her ability, the doctor with more money gets more publicity.

Katherine Rothman of KMR Communications charges $4,500 a month for a minimum eight-month contract and has tripled her client base in eight years. Cosmetic dentists, surgeons, and dermatologists in particular are using PR groups to stand out in a growing field.

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