Five Essential Strategies to Generate PR Coverage in Aesthetics

The world of aesthetics is growing increasingly competitive, and securing PR coverage is a great way to strengthen brand awareness, credibility, and customer trust. Whether you’re launching a new product, promoting an existing treatment, or positioning your brand as a thought leader, the right PR strategies can make all the difference. But how do you stand out in a crowded market? Here are five essential strategies to help you generate impactful PR coverage in the aesthetics industry.

1. Showcase Clinical Study Results

   1. In a crowded space, journalists need to be able to easily identify what makes your product stand out amongst competitors. There is no better way to do that than by providing them with the hard facts.

      1. Why it works: Data-driven results provide proof of your product’s effectiveness and show journalists why it is a worthwhile and impactful option on the market. Bonus points for head-to-head studies against a competitor brand that journalists may already know, so they can fully grasp why your brand is worth paying attention to.

      2. How to do it: Share key findings from your studies in press releases, media kits, and media pitches. Ensure the data is presented in a way that’s digestible and concise, and easy for journalists and consumers to understand.

2. Gain Credibility from Medical Experts

   1. Endorsements or testimonials from respected medical professionals can significantly boost your brand’s credibility. Journalists are increasingly looking for expert opinions when recommending a product in an article, and some outlets even require it.

      1. Why it works: Medical experts are trusted authorities in the aesthetics space. Their approval can reassure potential customers about the safety and efficacy of your products or treatments.

      2. How to do it: Partner with dermatologists, plastic surgeons, or other healthcare professionals to provide quotes, participate in events, or co-author content.

      3. Pro Tip: Highlight these endorsements in your press materials, website, and social media to maximize their impact.

3. Offer Opportunities for Product Trial

   1. Providing journalists with opportunities to try your product or treatments is key and is possibly the best way to generate coverage. There is nothing that will incline an editor to cover your brand more than loving it themselves.

      1. Why it works: Firsthand experiences create compelling stories and testimonials that resonate with audiences.

      2. How to do it: Invite local media to be treated by a provider in their area. A one-off invitation is great, but what is even more impactful is hosting a dedicated day with a medical professional and having PR or a brand representative on site to speak to the product’s efficacy.

      3. Pro Tip #1: If your product has results that only last for a given time (i.e., six months), stay on top of when journalists would be due for their next treatment and invite them in to experience it again. This is a great way to continue to grow the relationship, and it helps prevent them from trying a competitor.

      4. Pro Tip #2: Make sure that if your product requires multiple sessions to see results, that you are offering the full series to journalists. You want them to feel like you are providing them with a premium experience, as there is a certain standard in the industry. Plus, the better results the journalists see, the more likely they are to cover the product (and the more positive the coverage will be).

4. Invest in Thought Leadership

   1. Positioning your brand as a thought leader in the aesthetics industry can help you gain credibility and attract media attention.

      1. What it involves: Publish articles, participate in industry panels, and share insights on trends and innovations. For example, a blog post on the latest advancements in non-invasive treatments can establish your expertise.

      2. How to start: Collaborate with your team to identify topics where your brand can provide unique insights. Share these through your website, LinkedIn, and industry publications.

      3. Pro Tip: Use data and case studies to back up your claims and make your content more compelling.

5. Utilize Social Media for PR Amplification

   1. Social media is a powerful tool for amplifying your PR efforts and engaging directly with your audience.

      1. Why it matters: Platforms like Instagram and TikTok are popular among aesthetics consumers, making them ideal for sharing news and updates.

      2. How to use it: Share press coverage, behind-the-scenes content, and testimonials on your social channels. Use hashtags and tag relevant publications to increase visibility.

      3. Pro Tip: Engage with your audience by responding to comments and messages. This builds trust and encourages word-of-mouth promotion.

Generating PR coverage in the aesthetics industry requires a strategic approach that combines creativity, authenticity, and relationship-building. By leveraging clinical studies, partnering with medical experts, hosting journalists for treatments, investing in thought leadership, and tapping into social media, you can truly stand out. Partnering with a company like EvolveMKD with a strong understanding of the media landscape and extensive network of medical experts to tap into will position your brand for great success. View our case studies to see these strategies in action