Guest Author: Marie Hasty
Think about your big goals for your medical business; do they include building a recognized brand, being asked to do more speaking engagements, or having a waiting list of referral patients? Professional PR can help you reach those goals, and we want to let you in on a PR and branding secret that the healthcare pros are using: nonfiction book publishing.
Nearly every recognized leader in healthcare and medicine has published a book. If you think about your favorite, most influential innovators, they’ve probably got ‘published author’ behind their name. And professional medical PR and books go hand-in-hand; investing in both compounds your reach.
“Getting published has been a massive value-ad for my clients,” says Marie Hasty, a ghostwriter for medical leaders. “Not only do we get to share their expertise with a wider audience, a book is a fantastic business card. But getting published isn’t enough; a book is only as powerful as the marketing and PR behind it.”
Maybe you’ve thought about publishing a memoir, medical book, or business book before, but you might not know that these can be business assets. Book sales and royalties are a fraction of the benefits of book PR. Let’s talk about how publishing can help you gain media coverage, thought leadership, and brand expansion.
The PR Power of Book Publishing
1. Brand Expansion Through Credibility & Authority
A professionally written and produced book positions you as an expert in your field. Being published is an impressive achievement that most people can’t claim, and it shows that you’ve put extra time and energy into your work. By sharing your unique perspectives, innovative ideas, and solutions to common challenges, your book can establish you as a thought leader whose opinions matter.
Books also give you an opportunity to connect with an audience more deeply. A TikTok video or news interview lasts a few minutes for viewers, but a book is a memorable piece of content. You can give deeper insight, and share stories that show your personality. If you want to invest in the authority and credibility of your brand while reaching more people, a book is a great way to do that.
2. Media Coverage and Interviews
Marketing your book helps you leverage fresh interviews and gain new media coverage. A published book is a major asset that shows journalists that you have something of value to say. Credibility and authority established through your book make you an attractive candidate for media interviews, features, and collaborations.
A book also opens doors to networking opportunities that might have previously been out of reach. Conferences, seminars, and industry events often invite authors to speak, share insights, and engage with attendees. These engagements enhance your visibility and help you to connect with fellow professionals, potential clients, and collaborators.
3. Book Launch PR
Building up to a book launch is a great time to hone in on your content marketing by using your book as a guide. So often clients know they need to be writing blogs and social posts, yet they stare at the screen and don’t know what to write about. The book-writing process helps you generate ideas for your organic content so you can build a following around those ideas as you promote your book.
But here’s the thing; the benefits of a book don’t go as far without professional medical PR. Even these high-value projects can flop if you don’t invest in the right coverage. That might be why most self-published books sell less than 100 copies, and many sell less than 10. It’s marketing and public relations that helps your book go the distance for your medical business.
Now that we’ve talked about the benefits of book publishing in broad strokes, let’s get into two case studies of medical book publishing and PR.
Real-World Publishing + Medical PR
Dr. Atul Gawande’s Complications: A Surgeon’s Notes on an Imperfect Science
Gawande has published more than five books today, but Complications first established his voice not only as an expert surgeon but as a thought leader in medicine. This book is a compilation of 14 of Gawande’s feature articles, and it was a National Book Award Finalist. His writing and medical experiences have helped him connect with patients, providers, and even political leaders.
Dr. Gawande’s books have established him as a household name in medicine, and he’s got a long list of impressive achievements. He’s advised presidents, the World Health Organization, and nonprofits. In 2020, he was named a member of the United States’ COVID-19 Advisory Board. While his achievements are certainly not attributed to his books alone, being published has helped his ideas and experiences reach across the globe.
Dr. Danielle Ofri
Dr. Ofri began writing essays during her residency, which she compiled into her first book Singular Intimacies: Becoming a Doctor at Bellevue. She’s subsequently published six books on medical communications, cultural challenges, and her own experiences as a patient.
Today, Dr. Ofri is an established speaker, presenting at TedTalks and The Moth. She’s one of the leading voices in medicine today, writing and speaking passionately to large audiences. Her books and essays have reached millions, sharing her stories and struggles as a thought leader in modern healthcare.
Dr. Ofri and Dr. Gawande are examples of physician-authors who have gained a massive following because of their books. Whatever your unique expertise is, getting published can help you put it out in the world. And PR helps you use that momentum for speaking engagements, feature interviews, and more.
Medical PR Can Build Your Author Platform
If you’re thinking about writing a book, it’s never too early to think about PR for your personal and professional brand. Publishers want to see authors who are invested in their own following. Marketing your book starts with marketing you as a leader in your industry.
At MedVoice PR, we help your brand reach more patients, caregivers, and clinicians. When we tell your story, people listen. If you’re interested in learning more about medical PR, and whether a book could help your brand, contact our founder, Emily, at emily@medvoicepr.com.