Top Marketing and PR Tips for Doctors and Surgeons Starting in Private Practice
Starting a private practice as a doctor or surgeon is an exciting and challenging venture. Whether you are branching out on your own after years in the NHS or opening a specialised practice, effective marketing and PR are key to ensuring your success. At Rebecca Lee Communications, we understand the importance of building a strong reputation and establishing your practice as a trusted healthcare provider and spend most of our week ensuring our clients are reaching their marketing potential. Here are some of our top marketing and PR tips to help you set up and get off to a great start.
1. Build Your Personal Brand
Your personal brand is your professional reputation, and it’s crucial for attracting patients to your private practice. As a doctor or surgeon, your credibility, experience, and patient care approach is what will set you apart from the competition.
Start by identifying your unique selling points (USPs) - what makes you different from others in your field? It could be your expertise in a niche area, your compassionate approach to patient care or your innovative treatments. Make sure these qualities shine through in all of your marketing materials, from your website right through to your social media presence.
2. Create a Professional Website
In today’s digital age, your website is often the first point of contact potential patients will have with your practice. A well-designed, user-friendly website is essential for building trust and credibility.
Your website should include:
Clear information about the services you offer
A professional biography that highlights your qualifications and experience - include your GMC/GDC number!
Patient testimonials or reviews (case studies/results photos are useful here if they’re applicable to your specialism)
High-quality modern and diverse imagery - don’t be tempted to use genetic, dated stock imagery - it’s usually an immediate turn off for discerning patients
Easy-to-find contact details and a booking system for consultations
It may also be worth considering adding a blog section where you can share health advice, case studies, news and insights into your medical practice. This will help to position you as an expert and help increase your visibility in search engines for key terms relating to your specialism.
3. Leverage Social Media
Social media platforms like Facebook, Instagram and LinkedIn are powerful tools for building your reputation and connecting with potential patients. Use these platforms to share valuable content such as health tips, treatment updates or patient success stories. Ensure you have well-built templates so there is a cohesive feel to your social media feeds - we always want to be linking back to your brand identity.
Facebook is great for reaching a wide audience and engaging with the local community
Instagram allows you to showcase before-and-after photos (with patient consent) or share your day-to-day experiences in the practice
LinkedIn is perfect for professional networking, demonstrating your expertise within the medical community and for getting on the radar of potential investors
Engage with your followers by responding to comments, answering questions, and providing insights into your field of medicine.
4. Invest in Search Engine Optimisation (SEO)
Search Engine Optimisation (SEO) is essential for making sure your practice is visible when potential patients search online for doctors or surgeons in your area. A good SEO strategy involves optimising your website for relevant keywords (such as “private surgeon in [location]” or “specialist [treatment] doctor”).
You can also boost your SEO by getting listed in reputable healthcare directories like Doctify and Top Doctors. Having positive reviews and ratings on these platforms will further improve your search engine rankings and attract more patients. Digital PR can also come into play here - quality backlinks from influential, high domain-ranking websites such as The Times, Vogue, BBC and more, all indicate to Google that your website is to be trusted and therefore you’re more likely to show up in search engine rankings.
5. Network and Build Referral Relationships
Building relationships with other healthcare providers can be an effective way to grow your patient base. Consider attending medical conferences, networking events, and joining relevant professional associations in your field. Networking with colleagues and other specialists can lead to valuable patient referrals.
If you’re offering services in a niche area, collaborating with GPs or other specialists who don’t provide those treatments could be an excellent way to attract patients who need your expertise.
6. Public Relations: Get Featured in the Media
PR is a powerful tool for enhancing your credibility and visibility in both your local community and the wider media landscape. A feature in a newspaper, magazine, or even an interview on a podcast can position you as a thought leader in your field and attract new patients.
Working with a medical PR can be especially beneficial, as they bring a wealth of experience, industry knowledge and valuable media contacts to help you get featured in key outlets. They understand how to effectively pitch your story to journalists, secure opportunities for media coverage, and ensure your profile stands out. With the right PR strategy, you can land interviews, guest articles, or TV appearances that build your reputation and showcase your expertise.
By leveraging a medical PR’s network and insights, you’ll gain the exposure you need to establish yourself as a trusted authority in your field, while also increasing patient trust and recognition of your practice.
7. Offer a Personal Touch
Finally, never underestimate the power of excellent customer service. Offering a welcoming environment, providing clear communication, and taking time to listen to your patients can turn first-time visitors into loyal clients. Word-of-mouth referrals from satisfied patients are invaluable, and positive reviews and recommendations can significantly boost your practice’s profile. A key tip is to always ask for Google Reviews. It might even be worth investing in a Google Review stand so patients can easily scan and leave a review on leaving the clinic.