Pitchrate | Ten Things Doctors Can Do To Get Speaking Engagements

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Scott Lorenz

Scott Lorenz is President of Westwind Communications, a public relations and marketing firm. Lorenz works with doctors, lawyers, inventors, authors, start-ups and entrepreneurs. As a seasoned publicist he is often called upon in the early stages of a company�s existence to get them �on the radar...

Category of Expertise:

Business & Finance, Health & Fitness


Westwind Communications

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05/03/2011 05:40pm
Ten Things Doctors Can Do To Get Speaking Engagements

As a doctor, it is important to obtain speaking engagements to promote yourself and your practice to both your peers and to gain new patients. Here are the top ten things you can do to get more speaking dates.

1. You need a terrific website that is informative and grabs the viewer’s attention as soon as they click to your page. A website is one of the first things someone who is interested in you will check out. If they like it they’ll contact you, if not they won’t. Your website is the perfect place to post a video of you at a speaking engagement or feature an article you’ve written. One way to insure your website is as good or better than others is to benchmark it against websites of your competitors or practitioners in your same field. It is also important for your website to look professional. In order to achieve a clean, professional look hire a web designer who is familiar with medical marketing to design your website. The days of doing it yourself are over.

2. Patient testimonials are a useful marketing tool and can be easily added to your website. Testimonials can be acquired by asking your patients. Simply ask them questions and videotape their responses. Once you have a few testimonials, edit and compile the videos and upload them to your website and YouTube.

3. Doctors who publish articles get asked to speak. My clients are invited to speak on a regular basis because their articles are discovered online. How? A conference organizer who is looking for a speaker on a particular topic will search the Internet for someone demonstrating that expertise. If you have an article on that topic they can find you. It’s that simple. When writing articles, it is important to understand that you have two main audiences. First, you have patients. Second, you have your peers. Your patients are not going to understand the serious medical lingo that your peers might. One solution to this issue is to develop two different websites; one for patients and one for your fellow doctors. With a peer-friendly website, you can add the more technical articles and information. On your patient-friendly website, you can put things in layman’s terms which patients will understand and appreciate.

4. Position yourself as an expert in your particular medical field. One option is to add the word “expert” after the topic you are expert in. For example, one of my doctor clients is a “propofol expert.” If someone were to search a topic of interest online and add the word “expert” to their search, the experts in that area would show up in the search results. Go ahead try - it. Search on “propofol expert.” You’ll find Dr. Barry Friedberg. By finding your specific expertise and promoting it via articles and press releases, when people need an expert in your field, you will be sure to pop up in their Internet search. You can also get yourself listed as an expert by visiting www.expertclick.com or www.authorsandexperts.com.

5. Writing a book is an excellent way to publicly demonstrate your expertise. The most common approach is to write a book proposal and then find an agent who will present your proposal to a publisher who will publish your work. A different approach is to compile past articles you’ve written and then self-publish your book. Visit www.Book-Marketing-Expert.com for ideas on publishing and promoting your book. Whichever route you choose, your book will show the media that you are serious about the work you do.

6. Now that you have your book written and published, what do you do with it? The answer? Promote it! You can either promote the book yourself or hire a PR firm to get the word out and promote the book for you. The PR firm will create a press kit, which includes a press release, a bio of the author, sample media questions, as well as a fact sheet that covers some of the issues in your book along with excerpts and direct quotes from your book. You can also sell your book at the end of a speech or require the people who schedule your speech to buy “X” number of books to giv


doctors, speaking, marketing, book
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