Apr 19, 2021
Dr. David Geier is a double-board certified orthopedic surgeon and sports medicine specialist, media medical expert, and host of the new podcast, The MEDIA PROS Show. Dr. Geier has the formula to make it into the media. As private practice owners, you want to establish yourself as an expert and be well-known. Plus, it would be best to make sure that the people who need your help can find you. So, the media is a great way to do that! Tune in to learn quick, simple tips to grow your business by serving as an expert on your topic in the media.
In his practice and on his online platform, he helps people feel and perform their best, regardless of age, injuries, or medical conditions. Having done well over 2,500 TV, radio, podcast, newspaper, magazine, and online publication interviews, he now coaches experts to help them grow their practices by getting interviewed as an expert in the media.
Where you want to start depends on what you are trying to achieve. First, Dr. David says to figure out what you want to accomplish by doing media appearances. What's your message going to be? You'll want to narrow down who you want to help and why you want to help them. Brainstorm everything that comes to mind for your message. It can be based on your ideal patient, problems you like to solve, and what you are looking to attract. Your message should be one or two sentences. It will help media and reporters think of you when a topic comes up. Sure, you're a therapist, but are you known by a specific niche? If you specialize in divorce, then people in the media will remember that you're a person that knows everything about divorces!
Dr. David is a big believer in developing relationships with writers, reporters, and journalists. These relationships can be with people in newspapers, magazines, radio shows, TV shows, and reporters. The value of the media isn't in being seen one time. The value of media is repetition. When you make a media appearance, that person is already thinking of other stories they will use you as an expert. Overall, the value of the media is in developing those relationships. That way, the media will ask you back when your niche comes up again in the news. So, identify the types of media that would help build your practice, where you can contribute information that would be helpful, and then start to build those relationships. When you make those relationships, it will pay off for years to come.
HARO is a great way to start a relationship with reporters. There are 800,000 + HARO users connecting with journalists. The website will send you emails three times a day (5:35 a.m., 12:35 p.m., and 5:35 p.m. ET), Monday through Friday. Check the emails and look out for source requests relevant to your industry, expertise, or personal experience. Dr. David says the trick with HARO is responding to those emails quickly. Most likely, you won't get picked unless you respond within thirty minutes to an hour of their request. You may be wondering how this can help your therapy practice. If you can put that you were used as a resource for USA Today, it will help you build your credibility. Patients can see that on your website and know that you are the real deal!
Relationships are the key! You won't get media appearances unless you can show how you're helping. The reporter wants to know that you're an expert in your field. That's the actual value of media over advertising. When you watch an ad, you know that somebody is trying to sell you something. There is nothing inherently wrong with selling things. However, people generally trust what they hear in the context of a news show much more than advertising. A good goal would be to get a media appearance at least once a month. Offer simple tips to help people. It may not be something they need now, but it can be something they need down the road. That way, when the situation does arise, they will think of you first.
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Gordon is the person behind The Practice of Therapy Podcast & Blog. He is also President and Founder of Kingsport Counseling Associates, PLLC. He is a therapist, consultant, business mentor, trainer, and writer. PLEASE Subscribe to The Practice of Therapy Podcast wherever you listen to it. Follow us on Twitter @therapistlearn, and Pinterest, “Like” us on Facebook.