Don’t buy your own hype!

If you and your practice are after publicity, then be sure to keep your feet on the ground and get prepared by reading what media guru Tingy Simoes reveals here.

When the public is deluged with content, as we all are in these days of 24/7 news and ever-expanding social media platforms, they rely on outlets they trust to help them make decisions. 

They simply don’t have the time or the inclination to trawl through PubMed and read your peer-reviewed publications, so when they’re looking to source a medical practitioner or clinic, they will turn to their mainstream medium of choice. 

People who read The Daily Telegraph, trust the Telegraph. Same with The Sun or The Mail, Radio 4 or Good Morning Britain. They become the ‘Which?’ guide for their audience: from washing machines to hip replacements.

I have lost count over the last two decades of the amount of calls I get from forlorn medics, who can’t comprehend how this or that colleague got in some kind of ‘Top 50’ list (you won’t believe it, at no.9!) while grumbling ‘I’ve seen their work; they’re not THAT good.’

Being prominent in the media does not necessarily mean, as you well know, that this plastic/orthopaedic/ayurveda specialist is better than another.