Good doctors don’t have to advertise!

Written by Randy Alvarez

Thursday, 12 March 2009 15:28

Written by Randy Alvarez show host of The Wellness Hour The Leader in Medical News and Information

Healthcare advertising, promotion and public relations have been my specialty for more than a decade. My television talk show the Wellness Hour airs throughout the United States and Canada in over 48 million homes. All of our episodes have the same theme. The show is about health care options, not why a particular doctor is better than others. We aim to inform the public about advances in health care. A doctor once told me that when the Wellness Hour comes to town it becomes a better place. This is due to the fact that when patients are exposed to cutting edge treatment options, new and different advanced care treatment that they have not been introduced to before, they begin to expect more from their doctors.

This creates the demand for a higher standard of care and health care services are raised to the next level due to competition. The show gives individuals a chance to get a second opinion in the privacy of their own homes. This is the power of television. Healthcare advertising, according to Time Warner, is going to be the number one segment of advertisers in 2009, surpassing the automotive industry. Hospitals like the Mayo Clinic have always advertised. Kaiser Permanente, the well known HMO spends millions on advertising. Healthcare advertising has been under the category of public relations and these PR elements have been very good at not getting caught selling. But in effect we are all selling something, whether it’s our point of view, giving someone our advice or applying for a job.

In my opinion it is important to look for a doctor who is passionate about what he or she does, has confidence and is not afraid to go on national news or our program to educate the public. I say only good doctors advertise and I’m not talking about cheesy ads, or bad commercials but rather about the informative message of a doctor who is willing to confidently put him or her self out there.

While we were discussing the concern some doctors have about being on our program, a physician told me that the valid hesitation any doctor could experience is the fear of putting themselves in the public eye and possibly saying the wrong thing.

On one occasion when Larry King was interviewed by Oprah Winfrey she asked him what made for a good guest on his show. Larry King responded; “Four things, they are passionate about their message and they can clearly explain what they do, they have a good sense of humor and a chip on their shoulder”. Oprah Winfrey asked “what do you mean they have a chip on their shoulder”? He replied “they seem to be frustrated that everyone doesn’t quite embrace or get what they are so passionate about”. I want to tell those of you who are doctors, if you have something to say that may challenge conventional thinking and protocols, or if you want to educate the public about your specialty, give me a call and let’s put an interview together.

Written by Randy Alvarez / CEO and Founder of The Wellness Hour

The health care practitioners that advertise the most are Hospitals, Plastic Surgeons, Dentist, Ophthalmologist, Oncologist, Thoracic surgeons and Orthopedic Surgeons.

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