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Posted on 02.03.2011
Media Relations Outperforms Advertising
Gold Skin Care Center and its founder, Dr. Michael Gold, sought to increase the patient base at its dermatology practice and advanced aesthetics spa.
Strategy and Tactics
Lovell recommended that the practice not compete for advertising space in ad-heavy local lifestyle publications, but instead invest in public relations (with no advertising dollars) to maximize his limited budget at the time. Our firm developed press kits, media pitches, feature and trend stories and general medical news for local, regional and national media outlets.
With a $5,695 investment, Lovell generated more than $18,000 in positive media coverage about the services provided by Dr. Gold and Gold Skin Care Center – a greater than 300 percent return on investment! Print stories appeared in local and national media outlets; numerous local television stories and interviews featured Dr. Gold and, most importantly, the Center’s telephone rang as patient appointments greatly increased.
“The scar story which ran on national TV has generated approximately 1,000 phone calls between NBC and our office, and calls are continually coming in at this time. The upcoming events with the Skin Cancer Screening, as well as our expansion and other projects, have everybody in this office excited.”
Michael H. Gold, M.D.
Gold Skin Care