Why do I need Branding and Public Relations?
In today’s ever-changing digital world, Healthcare practices and all businesses need public relations and branding not only to survive but to thrive. Branding in its purest form is who you are in the marketplace; all tangible and intangible elements in digital and real world communications. Without a solid identity, it is hard to connect and engage with your community. Without connection and engagement, it is hard to inspire and grow.

Are Branding and Communications expensive?
The short answer is not necessarily. How much and where you spend are key questions that should be answered by someone with expertise in all facets of marketing and public relations. Very often I see companies spending an excessive amount of money with a dismal return on investment. A critical aspect of successful marketing is knowing how much, where and when to spend your marketing dollars. In my experience throwing money at advertising does not reap long term rewards. It is more strategically effective to develop your brand through social media and grassroots activities. This builds a community that in turn leads to long-term relationships based on trust and goodwill. Investing in advertising is necessary but it should be done with a strategic approach.

I have hired Public Relations and Marketing firms before but have not seen the benefit. Why have my past efforts failed?
In most cases, PR firms have the best of intentions. They hook you with a neat pitch that sounds too good to be true. And it is. The reality is that very often these firms are working for a full roster of clients. They simply cannot give your brand the time and attention it needs to maximize growth. The other problem is that typically PR firms apply the same one-size-fits all strategy to all of their clients. At Stark Media, we believe that each company has to find its voice through a program uniquely tailored to connect with their community.

We post on social media every day but I am not seeing any growth through these channels. Why is my social media strategy not working?
Posting daily content in and of itself does not lead to social media success. Most companies do not communicate effectively on social media. They simply talk at their community instead of engaging them in a thoughtful dialogue. Think of it like an online bulletin board. Most companies simply post photos and information. They key to creating a strong social media channel is to share information that is relevant, interesting and provocative; use humor or emotion to engage and inspire your community. Start a two-way dialogue by sparking a conversation. Let their voice be heard. And in turn, they will share your message on their channels which leads to exponential growth.

How long will until I see results?
This is perhaps the hardest element of marketing to explain. People outside of the PR industry want and expect immediate results. My favorite example of this is when a doctor I worked with was interviewed by a local TV station. Immediately after the interview he wanted to know how many people had called to book an appointment.
The truth is that it takes months, even years to fully realize growth from the best of marketing programs. Despite what others may have told you, there is no quick fix. Successful marketing is synergistic and builds over time. The upside is that it is lasting and born out of a true connection to the brand.

How do I measure results?
This is another tricky question. In my opinion, it is difficult in today’s cluttered landscape to know exactly which marketing channel is working on any given day. Most people have no idea where they heard about you. This is notoriously inaccurate self-reported data. Sure, we can pull stats and numbers to tell any story but it is my belief that marketing success stems from the synergy of all channels and mediums working together. The only way to measure success is to look at overall practice growth over time.

There are so many options in today’s digital landscape. How do I know which social media channels to focus on? Do I need to populate all of them?
The Social Media stratosphere is crowded and constantly changing. The channels you utilize depends on your target audience and the marketing resources you have on a daily basis. If you have a team working on your PR/marketing program, you can try to find your niche on a handful of channels. But, if you are like most practices, I recommend focusing on one or two channels and fine-tuning your strategy to develop relevant, creative content. It is better to have a strong presence on one or two channels than to be spread thin on a multitude of social media accounts.

We have talked at length about digital media. What about traditional media?
Traditional media is still relevant, especially when you consider how it works in tandem with digital media. The best example I can give is when I was at Sher Institute we shared a photo on our Facebook Page that reached more than 2 million people organically. After it went viral, it was picked up by more than 350 media outlets all over the world. This of course extended the reach exponentially, leading to positive exposure for Sher Fertility on a global scale.

How do I know when I have achieved Public Relations and Marketing success?
The sweet spot for public relations and marketing is when your voice is clear, consistent and top of mind. Your brand will be synonymous with positive feelings for you, your staff and your community. This leads to an optimal experience for patients, optimal growth for your practice and optimal satisfaction for you on a personal level.