For years, dermatology and medical aesthetics practices followed a time-tested playbook to acquire patients: magazine spreads, giant billboards, the occasional radio or television spot, and even direct mail. These tactics created awareness, but those channels have since lost steam. Consumers are now significantly more cynical of traditional advertising and are tired of slogans and shiny ad spots. Potential patients are looking for signals that are authentic and earned. An article in a digital health journal, a mention in a big outlet, or a podcast interview will have more impact than any brochure ever will.
Even so, many practices continue to spend money on old-school advertising while neglecting public relations as a growth engine. The fundamental difference between the two is trust. Advertising is one-way communication, while public relations allows the practice’s story to be told by third-party voices that patients already trust. Patients perceive earned media coverage as credible and unbiased, which has far more influence on decision-making than a paid placement.
WHY PATIENTS TUNE OUT ADVERTISING
People are exposed to an overwhelming number of marketing messages every single day. With so many ads competing for attention, most get tuned out. Factor in the rise of ad-blocking tools and the weariness many feel from endless social media content, and even costly campaigns often fail to make an impact.
Patients may notice an ad for injectables or acne treatments, but they rarely act on it. They want context, expert insight, and reassurance from sources they already trust. Advertising also creates an uneven playing field. Large corporate dermatology groups and medical spas with deep pockets can buy exposure everywhere, but independent practices cannot compete dollar for dollar. Public relations levels that playing field by securing earned media through outlets that command authority with patients, referral partners, and peers.
THE POWER OF THIRD-PARTY VALIDATION
A practitioner quoted in an industry publication on a new sunscreen formula or interviewed on a national morning show on skin cancer prevention will have a permanent impact. Media coverage like this is social proof. Patients see the dermatologist as a trusted thought leader rather than another service provider. That seal of approval cannot be bought in ad space.
Public relations also has a compounding effect. A single article can be repurposed across the practice’s website, social channels, and newsletters, continually reinforcing credibility. Unlike ads, which vanish when the budget runs out, earned media lives online indefinitely and often ranks high in search engine results.
DIGITAL MEDIA HAS CHANGED THE RULES
Digital media outlets, podcasts, YouTube channels, and health blogs did not exist years ago. Now, there is an endless demand for dermatologists’ perspective on everything from TikTok skin care trends to injectable safety. As dermatologists and other skin professionals establish their expert niche and position themselves as the go-to source for comment, they will receive exposure advertising cannot buy.
Podcasts have exploded as a source of trusted information. A dermatologist discussing liquid face-lifts on a consumer health podcast reaches a highly engaged audience of listeners that is actively seeking answers. Unlike a 30-second ad, this format allows time to demonstrate authority and build rapport.
ADDRESSING TODAY’S PATIENT CONCERNS
Patients today care about more than results – they want to know the science behind treatments. They want to know what is trending. They want to hear from experts on prevention. Public relations gives practitioners a voice to influence those conversations. An example that is on-trend right now is “skin cycling.” The concept of skin cycling has been around for a while, but it became a viral conversation piece on social media after it began to appear in the press.
Dermatologists who were quoted early on reaped the benefit of being positioned as forward-thinking experts. Practices that relied on traditional advertising missed the moment entirely. Similarly, media interest spikes around celebrity beauty trends, TikTok skin care hacks, and seasonal topics such as sun safety in the summer or dry skin remedies in the winter.
STRENGTHENING PROFESSIONAL REPUTATION
Public relations does more than bring new patients through the door. Coverage in respected national media elevates a practitioner’s profile within the profession itself, reinforcing credibility among colleagues, attracting the attention of industry leaders, and strengthening referral relationships. Being quoted in The Wall Street Journal or speaking on a major podcast signals authority not just to patients, but also to fellow physicians and medical device companies seeking key opinion leaders.
In an increasingly competitive field, being seen as a thought leader carries weight. Not every practitioner who pitches a story ends up in print or on air – journalists seek out experts who can explain things clearly, simplify complex topics, and offer takeaways that connect with their readers or viewers. When a skin source is featured regularly, it builds momentum. That visibility often opens the door to speaking invitations, panel discussions, and collaborations that can elevate the practice’s standing even more.
THE GREAT TRANSITION
Define the Story
Every practice has something that sets it apart. It may be expertise with melanin-rich skin, leadership in laser treatments, or a philosophy that blends wellness with aesthetics. Putting that story into clear, memorable language is the first step. Reporters want a hook that makes one individual stand out from the rest.
Cultivate Media Connections
Public relations runs on relationships, not transactions. Editors and producers return to sources they trust. A skin expert who answers quickly, offers strong quotes, and meets deadlines becomes a reliable contact. Over time, reliability builds lasting media equity.
Use Timely Hooks
Evergreen stories are useful, but interest spikes when tied to what is already in the news. When a celebrity procedure starts trending or a new antiaging study is released, journalists search for experts to interview. Practices that respond fast can secure those opportunities.
Extend the Value of Coverage
A media feature is not a “one and done” moment. Social channels, newsletters, and press feature sections of a practice’s website can all maximize its reach and show potential patients a particular practice is visible and trusted.
Commitment to Ongoing Effort
One article or interview is not enough. A steady presence in the media, built over time, shapes both reputation and patient trust. Consistency is what turns occasional mentions into lasting recognition. Public relations is not something to be done once and walked away from. It is an ongoing process that needs steady attention to deliver results. A steady drumbeat of media coverage is far more effective than sporadic mentions. Over time, this consistency builds a reputation that advertising cannot buy.
WHY THE TIME IS NOW
The post-pandemic landscape has accelerated digital adoption and changed how patients consume information. They trust journalists, online experts, and peer reviews far more than they trust ads. Dermatologists who rely on traditional marketing risk being drowned out by corporate competitors with larger budgets. Those who embrace public relations stand out by securing trusted visibility where patients are already looking.
THE BOTTOM LINE
Traditional marketing is less effective than it once was. Patients scroll past ads but stop when they see a skin expert featured in a respected outlet. They might ignore billboards but will share an online article with friends. They may not act on a direct mailer but will book a consultation after hearing an expert on a podcast. Practitioners who adopt a public relations-first mindset gain credibility, authority, and long-term growth. The new playbook is clear: Stop buying visibility – start earning it instead.
Katherine Rothman is the CEO and founder of KMR Communications, a leading medical and beauty public relations firm established in 1998. She has built KMR into a trusted name in healthcare, aesthetics, and wellness public relations. Her firm represents top dermatologists, plastic surgeons, and health brands nationwide. Under her leadership, KMR has secured coverage in major outlets including Allure, Good Morning America, Forbes, and The New York Times. Known for her strategic insight and hands-on approach, Rothman continues to shape how medical and beauty experts connect with the public through meaningful media exposure.
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