What to Know When Hiring a Public Relations Firm

As the medical landscape evolves, even the most credentialed dermatologists can find themselves overshadowed by trending influencers or competitors who are simply more media-savvy. A strong reputation was once built on clinical skill and word of mouth. Today, that is not enough to ascend to the next level or remain there. Public relations (PR) is no longer exclusive to “celebrity dermatologists” in major cities. It has become a necessity for practices in competitive areas seeking to attract high-income patients who can afford elective aesthetic procedures regardless of economic conditions. Targeted media exposure, when executed by seasoned experts in medical PR, can transform a cosmetic dermatology practice. Whether in private practice or launching a skincare line, strategic PR can elevate visibility, attract ideal patients, and position practitioners as experts in an increasingly saturated market.

5 REASONS PR IS ESSENTIAL FOR AESTHETIC PRACTITIONERS

1. Visibility Drives Patient Volume

In the age of Google, TikTok, and Instagram, patients rarely schedule consultations without conducting thorough research. A strong online presence—particularly, credible third-party media coverage—builds trust. When prospective patients see you quoted in Allure or interviewed on a local morning show, they are more likely to view you as reputable, skilled, and worth waiting for.

2. Combat Misinformation and Competing Narratives

Today, patients are flooded with skincare advice from influencers, aestheticians, and unlicensed “experts.” PR empowers dermatologists to reassert authority within the conversation. Being visible in mainstream media allows you to counter pseudoscience, explain procedures clearly, and educate the public on the significance of board certification.

3.  Differentiate Yourself from Competitors

There are thousands of dermatologists, many of whom offer similar procedures and services. PR helps communicate what makes you different—whether that’s your approach to patient care, your subspecialty, or the unique technologies in your practice. It is about storytelling, not self-promotion. A good PR firm helps you articulate your value in a way that resonates with the target audience.

4. Leverage Media for Search Engine Optimization (SEO) and Social Media

Being featured on Allure.com, InStyle.com, or HuffPost.com isn’t just great for your ego—it strengthens your website’s SEO, increases referral traffic, and provides high-value content suitable for distribution across social media channels and newsletters. Third-party validation contributes to a trust echo chamber, which boosts your online reputation.

5. Provide a Foundation for Future Endeavors

Public relations serves as a critical platform when launching a skincare brand, opening a second office, or pursuing speaking engagements or book deals. Media visibility provides access to partnerships, investment opportunities, and collaborations that might otherwise remain inaccessible.

9 QUESTIONS TO ASK WHEN HIRING A PR FIRM

Do You Have Experience in Medical and Aesthetic PR?

Medical PR is a specialized domain requiring familiarity with HIPAA, regulatory clearance, and compliance with clinical communication standards. Request examples of past dermatologist/plastic surgeon clients or those in related health and beauty sectors.

What Media Relationships Do You Have that Are Relevant to My Goals?

A good PR firm doesn’t just write press releases; they provide strong editorial relationships. If you want to be featured in popular magazines, ask what relationships they have with those editors. Beware of firms that give evasive responses.

Will I Be Working with Senior Staff or Associate Coordinators?

The pitch process might be led by a polished senior executive, but once you sign, your account could be handed off to someone with less experience. Clarify who will manage your account directly. Ideally, you want senior-level attention, especially if you are paying boutique or agency rates.

What Does Success Look Like and How Is It Measured?

PR is not pay-per-click advertising. It is earned media. This means there is no guarantee of coverage. But there should be a clear strategy and realistic benchmarks. Ask questions like “How will progress be tracked month to month?” and look for firms that offer regular media reports, placement recaps, and strategic updates.

What Types of Media Do You Pitch to—and Why?

You may assume PR means national TV and magazines, but a savvy PR firm will also target local news, trade publications, podcasts, and medical blogs. These niche outlets can be highly targeted and credible. Inquire about the firm’s media mix and how it aligns with your goals.

Do You Work on Exclusivity in Any Geographic Area or Specialty?

If you are an aesthetic practitioner in Miami, you don’t want your PR firm representing your closest competitors at the same time. Ask if they enforce geographic or specialty exclusivity and get it in writing if that is important to you.

What Do You Need from Me?

PR is a partnership. You will need to be available for interviews, provide before-and-after photos if applicable, and approve quotes in a timely manner. Ask what your time commitment will be so there are no surprises down the line.

What Is Your Process for Media Training and Message Control?

You want to be media-friendly without sounding like a soundbite robot. A seasoned PR firm should prepare you for interviews, refine your talking points, and guide you on addressing trending or sensitive topics—especially topics such as off-label use, celebrity trends, or patient safety.

What Is Your Background—and Why Did You Choose a Career in PR?

Do not overlook the human element. A good PR partnership is rooted in trust and alignment. Ask why they chose to work in medical PR and what drives their approach. You are not just hiring a vendor; you are choosing a strategic voice for your brand.

TAKING CONTROL

The truth is, you may be the best dermatologist in your city, but if no one knows about you, it doesn’t matter. Patients choose their practitioner based on what they see, and that perception is often shaped by media. PR is your tool to take control of that narrative so you are not just reacting to trends but defining them. When executed correctly, PR doesn’t just build buzz—it builds legacy