The Anatomy of a Media Pitch
Earning free media coverage for your healthcare practice is not complicated. As I articulated in my previous post How to Get Earned Media in Seven Steps, you simply need to abide by a few basic rules to gain free PR for your practice.
The beauty of earned media coverage is layered success. Not only does coverage give your practice credibility via the third party implied endorsement of the media but it amplifies your social media exposure as well. You can take the content covered in the media segment and use it on your web and social sites to further promote your work.
In this post, I will share you with you a few media highlights from my career to establish a backdrop. I will then share with you a recent story I pitched and placed in the Las Vegas media. I will break down what, how and why I did what I did. Hopefully this explanation will help you next time you or your PR firm pitches a prospective story.
As a former TV news reporter who spent 15 years in newsrooms around the country, I have a good sense of what can work as a media pitch. Here are a few past successes I have had placing media:
At Sher Institute, a concept I envisioned became the subject of a documentary film covered last November by the New York Times. Being interviewed by the New York TImes was scary but I survived. Whew. Read More
Why your Office Manager Should Not Handle Your Social Media.
She can but should she? If possible, no.
In this day and age of evolved healthcare marketing, most doctors understand the need to engage in social media. That is a great first step.
With the knowledge that they need to compete in the social media marketing sphere, they promptly turn over the strategy to their office manager. I mean, why not? He or she can post on Facebook right? That’s all there is to it.
Not exactly.
Handing over social media to your office manager is like giving your teenage son the keys to the car and telling him to drive across country solo. Can he do it – sure. Should he do it – probably not.
Understanding and implementing a successful Social Media program is a skill developed through a combination of storytelling talent, writing ability and knowledge of and with the various tools and tactics available. It is not on par with separating conjoined twins or a liver transplant.
However, to succeed requires knowledge and experience. To succeed is the key phrase. Anyone can do it. But in order for social media to be a fertile channel to grow your practice you need someone who knows what they are doing. Some healthcare practices understand this. Some do not. For those who fall into the latter category, I bring you four reasons why social media should not be handled by the office manager of a medical practice.
1. TIME. This is a big factor. The reality is that excelling at social media takes time – time to research which tools, tactics and channels work best for your audience; time to develop content that is compelling and resonates; time to craft and write the posts. I haven’t even touched on the advertising options on social media but I think you get the idea. Most office managers do not have the time to focus on social media since they are charged with many other responsibilities. Read More
How to Get Your Healthcare Stories Media Coverage
When I tell people that one of the ways I help build brand awareness is by earning media coverage they immediately say something like, “You must know the reporters. You have connections, right?” Actually, no I do not. I left the television news business 10 years ago and I don’t know many reporters any more. Most of them were in college when I was in the business. I have developed relationships with reporters I have worked with but getting media coverage still comes down to having the right ingredients. Relationships help but other factors are far more important.
In my career, I have been able to consistently earn media coverage. This was in large part because I had great content at my fingertips, stories with a perfect blend of science and humanity. I just had to package the story correctly so the media could appreciate its inherent appeal. In my six years in the fertility industry, we had stories covered by New York Times, CNN, , The Doctors,USA TODAY Network, ABC News and hundreds of other local and national media outlets.. All told more than 500 media placements in six years.
The good news is that with the right approach, media coverage is an attainable goal for all. Here are seven steps to keep in mind when vying for media coverage.
- You have to have a good story. It has to be unique, interesting, relevant and compelling. Reporters get hundreds of pitches across many different mediums. How can yours stand out? By being a legitimately good story. There should be something new or something emotional. It is always best practice to have a real person tied to the story, not just the expert. Make the real person the central focus of the story.
- Equally important to sending them a good story is to make sure you do not send them a non-story or garbage. If you send them a weak pitch, you will kill your credibility. They will unsubscribe, unfollow, untether themselves from you in a big way. An example of garbage is when you want to have your doctor or client on TV as an expert in his chosen field. This is not a story. This is an infomercial. The reporter will not be happy. It is better to not send anything and wait until you have a truly good pitch.
- The pitch needs to be short and pithy. Think two or three sentences at most. It has to be well-written but also as short as possible. Some reporters like to be pitched on twitter. 140 characters and you are out. If you are pitching via email, write your pitch as tightly as you can. Then edit it in half. Again, reporters get hundreds of pitches. The shorter the email the more like they will read it.
- Have a perfect subject line. It should grab their interest, be unique and intelligent but also accurately reflect what the story is about. You can’t write some cheesy, gimmicky subject line and hope to fake the reporter into reading the pitch. Be honest and direct. And be brief. Have I mentioned the importance of brevity?
- Keep it simple. The reporter should not have to think too hard. No disrespect to the media. Most reporters are very quick. But they are also very busy and very stretched. They do not have the time to research or unlock a complicated, convoluted pitch. It should make sense right away. They should be able to sell it to their editor or news director in a single sentence. Think of a news tease. What would it be for your pitch?
- You can have supporting media – photos, videos and links – but make sure it is quality and make sure you only have one or two. Think one great photo or video that brings life to the story. One link that offers deeper explanation. Do not send more than that no matter how tempted you are.
- Do the work for them. Handle the logistics, Explain exactly how the story will work. Lay out all of the elements. If there is additional research to do, do it for them. Yes, I know they also have Google but as we have addressed previously, they are very busy. Hence, the more helpful you are the more likely they are to respond to your pitches in the future.
Good luck! Follow these simple steps and you will have earned media coverage that will make your doctor or client happy. If you want to, you can still tell them you know people.
The I Believe Video Journal Project inspired a documentary film by an Academy-Award nominated filmmaker and was covered by the New York Times in November of 2015.
ABC News coverage
Sher doctor covered by TIME
Dr. Sher on CNN
Philanthropy Impacts Healthcare Public Relations
At the heart of a good public relations strategy is a core mission to serve your community while elevating the greater good of society. This is why philanthropy is an integral part of communicating your message and mission. And as a bonus, philanthropy makes you feel good, your staff feel good and everyone connected to you feel good. You feel good too.
This good feeling is contagious in the very best way. Media like to cover a feel good story where the focus is on the philanthropic angle. Your community will be inclined to share this content about your philanthropic activity. So again, win-win.
In order to have a successful philanthropic program, certain factors must be in place. You need to have leadership who truly cares and understands the intrinsic value of giving back. Ideally, the cause or charity you support should in some way connect back to your mission so it makes logical sense. You can choose to align yourself with a nonprofit organization or you can initiate your own philanthropic programs
I had great success with a handful of incredible philanthropic programs at Sher Fertility Institute. The initiatives would not have been possible without the generosity and heart of our leadership and amazing physicians who truly enjoyed giving back.
Every year Sher hosts the I Believe Video Journal Project. Prospective parents submit a video sharing why they should be given a free IVF cycle. Dozens of babies have been born through the project. How can you not get goose bumps when you see this face?
Meet Leo – born to parents Chris and Jennifer who won a free IVF cycle through the philanthropic I Believe Video Project
Oh by the way I Believe sparks huge engagement on social media, brings traffic to the site and leads to national media coverage on CNN. And as a crowning achievement, the project is the subject of a documentary film by an Academy-Award nominated filmmaker and covered in the New York Times.
At educational seminars around the country Sher donated a free IVF cycle (worth about $12,000) at every event. Many couples had babies as a result of these donations. Couples who never would have been parents without this gift.
Again, thanks to the incredible generosity of Sher doctors and leadership, Sher also donated free egg freezing services for women undergoing chemo who wanted to preserve their fertility. Many women touched by the programs shared that freezing their eggs gave them hope for the future. And what could be better than that?
Healthcare Social Media
Scroll along your news feeds and I am sure you are seeing the same thing I see. Companies posting generic, unappealing content. Look, here we are celebrating an employee birthday. Yawn. Look at this photo of happy patient A with Dr. B. Original not. Our doctor was featured in this magazine. Yeah for us. This is not really social media. This is an employee bulletin board that has become your Facebook Page.
Now I am not saying it isn’t ok to post photos of staff celebrating, patients smiling or sharing your media exposure. All of this kind of content is fine in moderation. But even then you should have a unique spin or a way to create a dialogue. And that is the key. Start a conversation. Don’t talk at your fans. Engage them. Connect with them. Share and swap ideas, thoughts and emotions. Be social.
Even better though is to develop content that is truly unique and compelling; content that will stand out in the crowded news feed. Think of your news feed. What would you click on? Likely something that shows emotion or humor. Read More
At Stark Media Strategies, we understand that the doctor and patient connection is a vital element in creating a thriving healthcare practice. If patients have a positive experience they then become your best ambassadors. Stark Media can help cultivate, foster and nurture these relationships through social media marketing, digital strategy, public relations and email platforms.
Stark Media created the video below to showcase how patients feel about Dr. Tim Tollestrup. Frank’s story is the story of how Dr. Tollestrup saved a suicidal veteran by giving him a new lease on life after peripheral nerve surgery.
The following was a video created to showcase the Sher Fertility Clinics practice, telling the story about how the organization has connected with patients.
If you think of Public Relations, Branding and Digital Communications in terms of the human anatomy, they would be the heart and soul; the lifeblood of your business. Through the wide array of communications channels, Stark Media Strategies uses emotion to connect your brand to the people who matter most.
With her background in journalism, Lisa intuitively understands the heart of your unique story. Once your story is defined Lisa can navigate the crowded digital landscape by crafting the larger narrative and messages that resonate with your defined audience. She disseminates these messages by utilizing the optimal channels for your brand. With an ever-growing array of channels, it is difficult to determine not only what to say but on which channels to say it and what mediums to use. Do I use Twitter, Facebook, Instagram or Pinterest? Is traditional media still effective? Do I use print, video, images, infographics or a combination of the above?
Lisa’s philosophy is to approach digital communications with the laser like focus of a journalist. Define your story. Let your voice be heard. Reach your audience with emotion, humor and relevant information. This in turn creates trust and goodwill.
Developing meaningful and successful professional relationships is the cornerstone of Stark Media Strategies. Unlike other Public Relations firms, Lisa does not have a full roster of clients. Alternatively, her strategy is to partner with a few companies or individuals. Lisa has a small client list by design. Reality is that you can only focus on a few brands to have a meaningful impact. Effective communications take time. Time to do the work. Time to reap the rewards.
Look at Lisa’s sterling record of shared success with elite organizations who are the best in class. Most recently, Lisa crafted the communications program at Sher Fertility Institute making them a global leader in grassroots and digital marketing through creative content that led to explosive growth.
Public Relations is difficult to effectively measure, especially channel by channel. At SMS, we believe that is the synergistic effect of all channels working together that make your brand stand out. Synergy starts with a conversation and creative content. Through creative content you can connect, engage, inspire and grow. Creative content, personal relationships and shared success are what separates Lisa Stark and Stark Media Strategies.
Healthcare Marketing Las Vegas and How to Engage the Audience
When you create compelling messaging, those messages – and your mission – spread exponentially.
Stark Media Strategies has had demonstrated success in helping healthcare organizations engage with audiences by creating messages that are highly successful in generating earned media in some of the most influential publications in the world. Engagement also means connecting in a real way with your audience on social media by consistently delivering fresh, relevant content.
The photo that generated more than 350 media placements around the world and reached more than 2 million people organically on the Sher Facebook Page
Here are some examples of coverage secured for a single social media post:
USA Today
Metro UK
ABC News
People
Celebrity Café
Today.com
NY Daily News
Daily Mail UK
Huffington Post
Times of India
She Knows
KTVU
Inquisitor
Mashable
FOX News
Scary Mommy
Here is a social media post that clearly resonated with the audience. Stark Media has deep expertise in culling and developing this type of content.
Video is another tool to engage the audience. Here is a video chronicling the story of a patient who was in chronic pain before surgery with Dr. Tim Tollestrup.
If you think of Public Relations, Branding and Digital Communications in terms of the human anatomy, they would be the heart and soul; the lifeblood of your business. Through the wide array of communications channels, Stark Media Strategies uses emotion to connect your brand to the people who matter most.
With her background in journalism, Lisa intuitively understands the heart of your unique story. Once your story is defined Lisa can navigate the crowded digital landscape by crafting the larger narrative and messages that resonate with your defined audience. She disseminates these messages by utilizing the optimal channels for your brand. With an ever-growing array of channels, it is difficult to determine not only what to say but on which channels to say it and what mediums to use. Do I use Twitter, Facebook, Instagram or Pinterest? Is traditional media still effective? Do I use print, video, images, infographics or a combination of the above?
Lisa’s philosophy is to approach digital communications with the laser like focus of a journalist. Define your story. Let your voice be heard. Reach your audience with emotion, humor and relevant information. This in turn creates trust and goodwill.
How to Inspire with Healthcare Public Relations
Even the simplest of actions can create a powerful response. The key is to recognize these moments, knowing how they can inspire others.
Video is an effective tool to inspire the audience. Below are two examples of how video can be used to convey emotion.
Tim Tollestrup MD – Patient Story
James was at the point where he could not get out of bed the pain was so bad. After 30 trips to the ER, he finally got on the internet and researched a doctor who could help him. He found one 2000 miles away in Dr. Tollestrup. Listen to his story of hope and healing.
Sher Fertility Institute – Behind the Scenes
This video captures an intimate moment when after nine miscarriages a young couple hears their unborn baby’s heartbeat for the first time. These rare, real moments inspire the audience to stay connected to a doctor and a practices.
Public Relations in its purest form is simple, yet effective. Define your story. CONNECT with your target audience. ENGAGE them with creative content. INSPIRE them to follow your brand. And finally, watch your business GROW through these meaningful connections.
If you think of Public Relations, Branding and Digital Communications in terms of the human anatomy, they would be the heart and soul; the lifeblood of your business. Through the wide array of communications channels, Stark Media Strategies uses emotion to connect your brand to the people who matter most.
Healthcare Content Development
The synergistic effect of all the marketing channels working together to build relationships and connect communities inevitably leads to growth of brand awareness and potential reach for your healthcare organization.
Growth occurs through social media. Look at how Stark Media positioned Abrams Eye Institute to consistently show greater engagement than competitors.
Using organic grassroots channels such as earned media also help elevate a doctor’s profile. Here is an article in Vegas Seven Magazine’s Top Doctor’s Issue about the groundbreaking surgeries performed by Dr. Tim Tollestrup.
Stark Media conceptualized the idea to host on the Sher website a national video contest wherein prospective parents from all over the world submitted video journals chronicling why they deserve a donated IVF cycle. This philanthropic initiative, the I Believe Video Journal Project, sparked record engagement on social channels, increased web traffic dramatically (222%) and led to national news coverage on CNN and Time. Most significantly I Believe is the subject of a documentary film , by an Academy-Award nominated filmmaker.
I Believe was recently covered in the New York Times. “Ms. Stark’s hope is that the contest will spark a more informed discussion about infertility as a medical issue.” Nov. 11, 2015.