Most practice owners hear the word ‘media’ and imagine 6 a.m. camera crews or awkward live TV moments. But using media to grow your practice doesn’t have to be scary. In a recent episode of Practice Growth HQ, I Chat with Matt McCann – a veteran of the media world with a background in radio, political consulting, and long-term healthcare. He’s also the founder of LTC News, a leading site for health, ageing, and caregiving. Here’s what we covered.
Why Use Media at All?
Media isn’t just for celebrities or big businesses. It’s a tool to establish authority, build trust, and boost your practice’s reach. The more you’re seen as a reliable voice in your field, the more likely patients are to choose you over the competition. As Matt put it, media is a powerful tool for growth – if you’re willing to give it a crack.
1. Play to Your Strengths
Before you start booking interviews, figure out where you’re most comfortable. Are you a writer? A speaker? Maybe you shine in small group settings. Matt mentioned that not everyone is cut out for the same type of media. Some people freeze on camera but come alive behind a microphone or in a written article. Start where you’re strong.
If you’re unsure, push your boundaries a bit. Matt shared that he started nervous about being on camera, but after doing Facebook Live videos daily for a year, it became second nature. Now he spends entire days in front of a camera without breaking a sweat.
2. Know Your Audience
Who are you trying to reach? For most practice owners, it’s patients, but it could also be peers or regulators, depending on your goals. Understanding your audience helps you pick the right channels. Older patients might still read newspapers or listen to talk radio, while younger people might be on Instagram or TikTok. Knowing this can save you a lot of wasted effort.
3. Claim Your Expertise
Don’t let imposter syndrome stop you from calling yourself an expert. If you’ve got the qualifications and experience, you’re already an expert in the eyes of the general public. As Matt said, “If you don’t believe you’re an expert, then you probably shouldn’t be practising.” Talk about what you’ve seen in your practice – no one can argue with that.
4. Pick Your Platform
Media isn’t one-size-fits-all. Traditional outlets like radio, TV, and newspapers still work, especially for older demographics. But newer platforms like podcasts, YouTube, and even TikTok can reach a broader audience. Also, don’t overlook online directories or platforms like Source Bottle (in Australia) where journalists actively seek expert commentary.
Getting started is the hardest part. Whether it’s writing a blog, reaching out to a local radio station, or recording a podcast, the key is just to start. Matt and I did a quickfire round of practical tips, and one thing was clear – there are a million ways to get your message out there. Just pick one and go.
Listen more to our website at Practice Growth HQ or Spotify and Apple Podcast