The most fundamental truth about business, including the medical profession (especially
when speaking of medical clinics), is the fact it’s a never-ending competition to excel and
With that in mind, you must create unique opportunities to draw the limelight to
yourself. What if you could create that opportunity on a much larger stage than you
imagined? What if you could have access to vast numbers of potential patients?
- It’s a noisy world out there, and your voice must resonate above the clamor and the clatter! Your message must stand out, both in content and applicability; and just as important, your brand must be elevated.
To raise your brand, you must begin to be seen as an expert in your field. A profoundly
effective method for developing that authority status is by building relationships with local,
regional, and national media sources. Through these relationships, you will begin to
establish a mass media footprint (as you start to be featured in magazines, cable
programming, and news outlets, etc.).
What we’re about to discuss requires building symbiotic relationships with the media;
sharing your knowledge on a vast stage. Moreover, you can use your expertise, to educate a greater swath of the public than just your immediate patient base. You can use
your knowledge to add context and perspective to the media’s health conversations.
The most successful doctors develop ways to inject their ideas or perception into monthly
or weekly journals, or in breaking news stories, in real-time, to generate media coverage
for themselves by tapping into public discourse.
The strategy of targeting breaking news stories is known as news curation (also referred to news-jacking). Technology has created a level playing field—literally, anyone can curate the news —but it still favors players who are observant, quick to react, and skilled at communicating. It’s a powerful tool that can be used to inject your professional experiences and enhance the quality of the news being presented.
News-jacking is powerful but only when executed in real time (it’s almost like being a
wildlife photographer, you’re always on the edge). It is about taking advantage of opportunities that pop up for a fleeting moment, then disappear. In that instant, if you are
clever enough to add a new dimension to the story in real time, the news media will write
It is only since the emergence of the real-time web that news curation has become possible in a methodical, systematic fashion.
According to noted marketing and sales strategist, David Meerman Scott, author of “News
Jacking: How to Inject your Ideas into a Breaking News Story and Generate Tons of Media
Coverage.”: “We live in a 24/7/354 world, second-by-second news environment, the most
prosperous and savvy operators realize there are new ways to generate media attention.
The rules have changed. The traditional PR model—sticking closely to a pre-set script and
campaign timeline—no longer works the way it used to. Public discourse now moves so
fast and so dynamically that all it takes is a single afternoon to blast the wheels off
someone’s laboriously crafted narrative.
To be effective, you must launch your business ahead of the competition and attract the attention of highly-engaged audiences by taking advantage of breaking news. And you do
that by generating awareness and growing business in a real-time world.
Our always-on, web-driven world has new rules for competing and growing business. ‘Advance’ planning is out, and agile is in! Those who embrace new ways will be far more successful than those who stay stuck and afraid to change.
The objective is to get in the second paragraph and subsequent paragraphs. If you are
clever enough to react to breaking news very quickly, providing credible second-paragraph
content in a blog post, tweet, or media alert that features the keyword of the moment, you
may be rewarded with a bonanza of media attention.”
Mr. Scott says, your job is to spot an angle instantly and get it online as fast as you can. You
need to be astute and quick. You MUST operate in real time!
It is important to point out though, that you will be creating a synergistic relationship that
benefits both the media and you. Top publications, regional and community television and
radio, and national publications are always looking for experts to quote when big stories
break. Your goal is to create and establish relationships with those writers, producers, and
commentators and help them when they have an immediate need.
- An obvious example would be if on your local news channel is developing a story on the dangers of beginning summer activities after a quiet winter. As the anchor begins describing the potential health concerns, they turn for expert testimony from a local Chiropractor regarding the possible injuries that might be sustained and the preventive measures people can take as summer approaches.
Another scenario may include your local cable program needing an expert (a
chiropractor) for their ongoing health and wellness segments for their elderly viewers.
Doctors Jennifer Ashton and Dr. Rahul Jandial are both noted experts who have appeared
on ABC World News Tonight and KTLA News discussing health-related topics on a regular basis. You may also know Doctors Drew Pinsky and Sanjay Gupta, M.D. who are frequent
guests in newsrooms, and now in their own shows. All of these doctors are examples of
where one’s expert status can lead.
The take away from these examples is that these things don’t just happen randomly; you
must form bonds that let the media know that you’re an available, competent, informative,
and reliable resource.
You can find media opportunities on two levels: (1) your immediate sphere of business
activities (such as your local Association, business affiliations, industry publications, etc.) and local or personal interests and (2) in the broader scope of national or global news.
Develop news-monitoring strategies that keep you instantly informed on both levels. To cover the immediate sphere, you will want to monitor media and journalists you may already know, including the influential blogs and trade publications that cover your marketplace.
There are many ways in which you can keep your eyes on available media opportunities.
You may do regular Google searches for specific topics and who is addressing them. Or, you
may also do a Google alert for particular subjects. Another option would include signing up
for sites like Sumo.com to look for genre articles and who’s writing them. LinkedIn also
provides an excellent resource for developing relationships with writers, publishers, and
Success is found by creating a comprehensive list of search terms relevant to your business
or interests. Again, search for anything relevant: industry terms, competitors, prospects,
and products, plus any relevant buzzwords or phrases—every word, or the combination,
you can think of is fair game.
You would then make it your priority to follow bloggers, analysts, journalists, and others
who cover your specific business target. Start by identifying as many voices and relevant
trade journals as you can.
Best of all, if your written voice develops a reputation for serving up informed, insightful,
authoritative, articulate, quotable, and timely commentary on the issues in your industry,
journalists will learn to seek you out when new issues arise.
Maybe you will never become the next Dr. Oz; but, if you’re interested in networking,
promoting your practice, educating the public, engaging with your patients (and those at
large), contributing to medical conversations, or developing your brand seek out the
From the desk of Claudio Gormaz of Summit Marketing Strategies