Today, more than ever before, reputation is everything. Patients don’t just choose a doctor based on credentials — they choose based on trust, credibility, and connection. Public Relations (PR) is the bridge that communicates all three.

Here’s the truth: even the best and most caring medical practices can make costly PR mistakes that weaken their brand and leave them invisible in a crowded market. The good news is, every mistake is fixable, when you know what to look for.

Here are the top PR mistakes doctors and medical practices make, and how to turn them into growth opportunities.

1. Staying Silent Until There’s a Crisis

Too many practices only think about PR when there’s a negative review, malpractice claim, or an urgent media story. By then, it’s often damage control instead of proactive reputation building.

Too many practices only think about PR when there’s a negative review, malpractice claim, or an urgent media story. By then, it’s often damage control instead of proactive reputation building.

2. Relying Only on Referrals

Word-of-mouth is powerful, but it’s often not enough. Patients now research doctors the same way they research restaurants — online reviews, social media presence, and media mentions shape their decision-making.

Remedy: Get seen, known, trusted and revered by diversifying your visibility. Invest in media outreach, community partnerships, and digital PR campaigns so you show up everywhere your patients are already looking.

3. Overlooking the Power of Patient Stories

Practices often mistakenly hide behind medical jargon, technical expertise, or institutional branding, not realizing that patients want to hear real stories of real people they relate to. This is where trust is built.

Remedy: Share human-centered stories that showcase your expertise. Instead of saying, “We use advanced technology for better outcomes,” spotlight how your care helped a specific patient return to running marathons faster, or how your practice gave a family peace of mind. Stories create trust and unity with your brand.

4. Ignoring Online Reputation Management

Reviews are sticky. They’re a regular part of business right now and they’re often weaponized from angry or dissatisfied people. When searching for a new doctor, people read the dirt first. One bad review on Google or Yelp can overshadow years of excellent care. Worse, many practices either ignore reviews or respond defensively.

Remedy: Actively monitor your online reputation and respond to feedback professionally and compassionately. You never have to admit guilt, especially if the statement isn’t true. But if you lead with empathy and caring in your response, you can turn negativity into neutrality and/or feature your culture of caring through your response. A thoughtful response to criticism can win more trust than silence ever could. Be sure to highlight positive patient testimonials on your website and in your marketing, and never ever buy reviews.

5. Treating PR as “One and Done”

Some practices launch a campaign, get a media hit or two, then stop. However, PR at its best is not a single event — it’s an ongoing relationship with your community, your patients, and the media.

Remedy: Think long-term. Develop an annual PR plan that includes consistent media outreach, content creation, thought leadership, a reviews campaign, awards, and events. Sustained visibility and consistent informative transparent communication builds authority over time.

Bottom Line

PR isn’t just for big hospitals or national health systems. Doctors and medical practice experts who invest time and expertise in public relations build their brand equity on data, insights, information, inspiration, and knowledge. This is the difference between getting seen, known and revered for your expertise, or getting overlooked.

Avoid these common mistakes by investing in a proactive, human-centered PR strategy. By positioning your practice as a trusted leader in healthcare, you can strengthen your brand presence, your digital footprint to get seen, known and found easier, build your reputation, and more easily attract new patients and partners.

Ready to Grow Your Brand?

At Engagement PR & Marketing, we help doctors, nurses and medical practice staff:

• Build trust with patients through authentic storytelling.
• Establish thought leadership through media, social media, and speaking opportunities.
• Monitor and effectively manage online reputation.
• Develop long-term PR strategies that keep practices visible and credible.

Don’t wait for a crisis to define your reputation. Book your 2025 PR Strategy Session today and take control of your narrative.