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Op-ed pages can provide effective and inexpensive marketing

Rehab Regs, February 18, 2004

A positive mention in the opinion-editorial pages of a newspaper is one of the most impressive endorsements your practice can get. Not only does it provide free advertising, but you can reprint the editorial to include in information packets for new and prospective patients. Any favorable mention is bound to impress potential patients.

So how do you go about cracking the op-ed pages? It's tough, but not impossible. Hear are some tips from media pros, including Christine Sinrud Shade, author of How to get your piece on the op-ed page of a major daily newspaper.

Nothing ventured, nothing gained

You don't have to know the paper's editor or have experience as an editorial writer to have your say on the op-ed page. Most newspapers reserve this space for people like you-experts in areas of interest to a variety of readers.

The best way to get your piece in print is to write the article as you would like to see it appear in the paper. Then send it to the editor with a short letter introducing yourself. You shouldn't need to explain why the newspaper's readers should hear your ideas-this should be evident from your piece.

Appeal to a broad audience

You're in luck. Health and health care are topics of interest to just about everyone. A therapist could write about specific therapy issues, or something to clarify managed care rules for the general public.

Keep it short

At most, you'll have enough room for around 750 words, so it's important to make every word count. Edit ruthlessly and keep your article focused. After you've made your article as short and tight as you can get it, set it aside and go back the next day to cut again. You may even ask someone else to read it to get a second opinion. Remember, an editor isn't going to spend a lot of time trying to make you sound better.

Make it snappy

No editor is going to give premium newspaper space to a boring writer. Make sure your piece makes people think, or at least teaches them something they didn't know. Don't get too preachy or angry. You want to sway or educate your readers, not antagonize them.

Wow them with your expertise

When sending your op-ed piece to an editor for consideration, make sure that you include your credentials. The editor will want to know what makes you an expert on health care issues and why readers should listen to your views. Include a short cover letter that lays out your background, education, and current role in the industry.

Peg it on a special date

Editors like to peg an article to a certain date, week, or happening-it gives him or her a reason for printing your point of view. So if there is an upcoming event, make the editor and public aware of that in your article.

It's not a marketing brochure

One trap that marketers often fall into is making all copy sound like a sales brochure. Don't let that happen with an op-ed piece. First off, the editor won't use it. Second, it could kill future opportunities for you.

In an op-ed piece, the point is to educate the public, not promote your practice. If your practice is mentioned, the angle should be subtle, rather than a blatant marketing blast. Your practice will get a boost simply by supplying an informative article.