It’s a great idea to get local PR for your practice as it reminds your potential patients that you are an established and respected dental practice in the community. It also supports your brand and communicates how you help people to improve their confidence and improve their smile. For your current patient list, great PR confirms in their mind that they have chosen a quality practice.
Firstly you need to think about how to get the press excited, you need news that the editor thinks will benefit readers.
New treatments or a new clinician at your practice may be news to you, but not to a reporter who has hundreds of releases about new products and services to read.
Imagine an Orthodontic practice has just added lingual braces to their treatment offering and as part of the launch has decided to offer patients a free initial consultation. Here’s what not to do:
Orthodontic Practice Launches Invisible Braces
(Name) practice, based in (place) is now offering invisible braces. As part of the launch, the practice is offering a free initial consultation……”
You’re more likely to get a story printed and generate interest by changing your headline and first paragraph to focus on the offer and what’s in it for readers.
Orthodontic Practice Introduces FREE Consultation for Invisible Braces
For adults who’d prefer a discrete brace option, (named) practice, based in (place) is now offering the latest in invisible braces. As part of the launch, the practice is offering a free initial consultation……
Before you start writing the release, choose the best angle from the patient’s point of view. If you will be sending your release to various media (local newspapers, dental press, local radio and local blogs) you may have to use different angles for the different media.