Podcast Episode 32 – “How to Build Your Medical Practice with Public Relations and Media Exposure” with PR Strategist Kris Ruby
Episode 32 – Have you ever watched a physician get interviewed on TV and thought, “I could definitely do this better than them and that should be me on TV?” How do you think Dr. Phil and Dr. Oz got to be famous? Do you think it’s because they know more than everyone else or is it because they prioritized personal branding and hired the right medical public relations (PR) firm? Our guest this week, Kris Ruby, shares the publicity secrets behind TV doctors and how you can use media to build your practice.
Kris is the CEO of Ruby Media Group and Medical Practice PR, an award-winning medical public relations agency that helps doctors leverage the power of digital PR to increase media exposure for their practice. In this episode on medical public relations, she unpacks the “why” and the “how” of getting media appearances. PR and media appearances can be a huge boost to your business and medical practice.
Dr. Oz and Dr. Phil may not be TV doctors who know more than you do, but they probably had some of the best publicists, which is why they are in the position they are in, and you may not be.
Getting noticed is critical to success in the medical industry these days. If you aren’t taking advantage of media appearances for your medical practice, you can bet that your competitors are! Join us in the conversation this week with Kris Ruby to learn about medical public relations and what it can do for your business!
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“Google is the virtual storefront for so many medical practices today. PR enables you to get found for keywords, build backlinks and build your domain authority. If you care about getting found on search, PR is extremely important to be doing for your medical practice. How do you build E-A-T? One of the best ways to build your authority is through earned media and public relations. It’s not just enough for someone to stay you are a top doctor. You need other people in media outlets to say you are a top doctor.”
– Kris Ruby, CEO, Ruby Media Group
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Meet Kris Ruby
Kris Ruby is the CEO of Ruby Media Group, an award-winning medical Public Relations agency that helps doctors leverage the power of digital PR to increase media exposure for their practice. Ruby is a sought-after medical PR consultant who delivers high-impact consulting programs for doctors in private practice.
Ruby has led the PR strategy for Fortune 500 Companies as well as private medical practices. As the CEO of a top healthcare PR agency, Kris Ruby provides public relations services for doctors, hospitals and leading physicians in private practice.
Kris Ruby has 12+ years of experience managing and executing public relations campaigns for doctors. She has secured top-tier national media coverage for doctors in high-profile outlets and publications including Harpers Bazaar, Fox 5 NY, Huffington Post, Dr. Oz Magazine, The Doctors TV Show, Prevention, Family Circle Magazine, Healthline, Today Show, People Magazine, Bustle, Allure, Women’s Health, Newsweek, Teen Vogue, SHAPE, Readers Digest, WebMD, FORBES and more!
Kris Ruby is a trusted media source and frequent on-air commentator on Fox News. Kris is a member of Healthcare Public Relations and Marketing Society of Greater New York, a group for healthcare PR executives in the greater NYC area dedicated to fostering professional growth in the field of healthcare Public Relations.
Kristen graduated from Boston University’s College of Communication with a major in Public Relations. She is also a founding member of YEC, Young Entrepreneur Council. For more information about Kris, visit https://rubymediagroup.com/ and https://www.krisruby.com/
Public relations services for doctors:
Connect with Kris Ruby at
- Kris Ruby
Ruby Media Group
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- 00:00 – Introduction to episode 32 of The Scope of Practice Podcast.
- 01:24 – Subscribe to the podcast, and please leave a review!
- 01:40 – Take the 2020 Podcast survey for a chance to win a $50 Amazon gift card
- 02:46 – Contact me for one-on-one financial coaching.
- 02:54 – Introduction to Kris Ruby.
- 04:05 – Kris Ruby shares why she became passionate about medical public relations and helping doctors build their personal brands.
- 05:26 – What is the benefit of a medical public relations specialist? Kris says every doctor needs help developing organic expertise, authority, and trustworthiness (E-A-T) on Google. Ruby explains how PR achieves that goal.
- 07:31 – National media coverage is really valuable for building your medical practice. Search engine optimization (SEO) is greatly enhanced by having major websites link back to you. Millennials are especially more likely to utilize a doctor that has a lot of mentions in the press.
- 09:21 – Over 80% of patients find their physician online, or at least look up the physician online before coming to their office.
- 10:17 – Kris Ruby says that a medical public relations firm can help get you media-ready. Her healthcare PR agency packages the physician’s brand with an FAQ sheet, bio, headshots, prior media appearances, etc. They pitch the doctor to the media, and they promote the physicians media appearances on social media. Her 3-step medical PR process is package, pitch, promote.
- 11:55 – DIY medical public relations as a strategy can be dangerous if you don’t know what you are doing. You won’t have control over your media, branding, and content, and it may not promote what you want.
- 14:18 – In order to get maximum benefits from a medical public relations firm, you need to be prepared to spend at least an hour a day on PR working with the firm and answering media questions, fielding interviews, etc.
- 16:54 – If you can’t devote sufficient time to medical public relations yourself, then make sure you have a team member that can be your liaison with the medical PR agency. If you don’t have that person to interface with the firm, you’re potentially losing opportunities.
- 19:14 – How much can physicians expect to pay for a public relations firm? It depends. Most firms charge a monthly retainer, and it can be several thousand dollars per month.
- 21:29 – Hire a publicist when you first launch, or when there’s a big change in your offerings or when there’s any major change in your practice. But that’s only part of it. Kris explains why you also need to hire a PR firm not only to get relevant, but to *stay* relevant.
- 24:31 – Every physician has something valuable to say. People are always looking to acquire knowledge on their health issues and challenges, so you DO have newsworthy things to say, you just may not know the best way to package the stories. A PR firm can do this for you.
- 25:57 – How do we pick the right PR firm? Get a PR specialist who works with medical and dental practices. Avoid people who are pushing you to hire them. You want a partner, not a salesman.
- 30:14 – A good mix of national, local, and trade-specific media appearances is highly valuable. The proper mix depends on what your medical PR goals are.
- 32:09 – A good public relations firm will offer media training to help make your on-camera appearances better. Kris Ruby says that should be part of the overall media relations package offered by a PR firm.
- 33:51 – Broadcast media is highly valuable, but how do we pick which medium to focus on? Kris Ruby offers some great suggestions. Podcasts are especially good for doctors in private practice because you can schedule around the interviews at night when you are not seeing patients.
- 35:12 – Crafting a good PR pitch hinges on you focusing on the value you bring to the media outlet, not on the value that they bring to you.
- 39:20 – If you’re looking for ways to get started, consider starting a YouTube channel and filming yourself teaching about something in your field of expertise.
- 41:10 – How do we navigate around “cancel culture”?
- 43:55 – If you don’t own your own practice, or if you’re an employed physician, personal branding may be a great option for you, but make sure you know what your contract says about doing outside media appearances if you are employed by a hospital or large healthcare outlet.
- 48:04 – Don’t let media appearances go to your head! Humility wins when it comes to staying in the media spotlight.
- 50:55 – If you hire a medical public relations firm to work for you, trust them to do their job! They are experts, and you are not! Just like you are a specialist in your field, they are a specialist in their field.
- 53:06 – Summary of the episode.
- 54:15 – A special bonus for podcast listeners: Just mention *The Scope of Practice* in an email to Kris to claim your offer of a 30-minute complimentary strategy call. Offer expires Dec 31, 2020. Contact Kris at www.thescopeofpractice.com/ruby or click the link in the podcast description.
- 55:17 – signing off
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