Justin Nabity of Physicians Thrive: This Is How We Brought Our Business In The Media
Tags: Pr, Startup Marketing, Founders, Public Relations, Founder Stories

Justin Nabity of Physicians Thrive: This Is How We Brought Our Business In The Media

Justin Nabity is the founder and CEO of Physicians Thrive, an advisory group helping physicians avoid business and legal pitfalls and build their financial education. As a wealth management advisor from a family of doctors, he launched this business by traveling to medical schools nationwide to educate physicians about their unique financial, legal, and business needs. Today, Physicians Thrive has served physicians at over 400 medical centers, hospitals, and medical schools, and 1000 residency and fellowship programs.

He founded the company 11 years ago when he learned that his family members that specialized in medicine were being treated unfairly by their employers and were not getting the compensation that they deserved. He started this business as a resident while traveling around the United States, discussing salary compensation, employment contracts, and medical physician’s funding and finances. Justin says he’s honored to be a part of the local branch of Entrepreneurship Network, as it helps him to constantly learn how to run a business as well as how to improve and strengthen his fellow team.

For PRontheGO, Justin shares insights into how his team handles PR and growth activities for Physicians Thrive.

Have you had any PR experience before founding your business?

Yes.

Do you do DIY PR or do you work with a PR freelancer /agency? Please share your experiences.

At Physicians Thrive, we work with PR agencies, as well as having many PR tasks handled internally. If the PR task is too vast or complex for a skeleton in-house staff, a freelancer, or the DIY approach, I would say that executives should examine a number of crucial criteria when hiring the ideal PR agency for their business. Choosing the “proper” agency necessitates answering a number of questions, including: • Has this firm worked in this industry before? • Do they have experience working with businesses similar to mine? • Do they have a working knowledge of my industry? What are the goals of my company? • Can they provide a track record of accomplishments from both a strategic and tactical standpoint? • Are they aggressive and innovative, and can they come up with news hooks and story ideas without consulting me as a client? • Have they received any honours, and do they have a strong reputation in the industry? If you answered yes to these questions, you’re on the right track as a business leader when it comes to shortlisting and selecting the correct agency.

What does the PR strategy for your business look like?

Public relations is made up of several moving components that work together to provide your company a favourable image in the eyes of your community. Having a strategy in place will help you keep track of your efforts and project the image you want for your company. Your company’s events are a powerful marketing tool, especially among young people who place a premium on experiences. Planning an event, on the other hand, is both an exciting and stressful time for your company. You must consider the date and location of the event, as well as who will attend. An events management strategy can help you organise all of the specifics of your event so that it runs as smoothly as possible. Furthermore, media relations refers to an organization’s engagement with the press. To be effective, you must establish a relationship with the appropriate contact person at each relevant news outlet in order to ensure that your company is well-represented in the media. You can send press releases to these people whenever something noteworthy occurs at your company. A well-executed public relations strategy may help you get new consumers, boost your reputation, and raise brand recognition. Creating and sticking to a clear project outline will help you achieve your PR objectives.

How do you implement PR tactics in your every day work schedule?

It’s critical to keep your expectations, as well as the expectations of others around you, realistic when adopting a long-term strategy. Expect no overnight success or sales of items or courses based on a single article. Customers must be able to remember your name and what you do. One piece of PR coverage can prompt them to visit your website, another to download a programme brochure, still another to follow your social media sites, and so on; it’s a time-consuming process, but one that pays off if done well.

What is your experience with Thought Leadership activities? Please share examples.

I characterize thought leadership as a sort of content marketing in which you use the ability, knowledge, and enthusiasm of people in your company or community to constantly address the most pressing issues on your target audience’s minds about a specific topic. It has nothing to do with credentials. It has nothing to do with where you went to school. Thought Leadership entails providing the greatest and most comprehensive solutions to your clients’ most pressing problems in the formats that your target audience prefers. Consumer and B2B organisations both benefit from thought leadership. However, the complexity of the B2B decision-making process, the time it takes to make decisions, and the number of people involved all point to thought leadership as a crucial component of B2B content marketing. Thought leadership information can assist anyone participating in a business decision in achieving alignment among peers, which is typically a difficult undertaking.

Which platforms and tools do you use for PR?

Prezly, Blogdash, Haro and Terkel.

What was a PR success story of your business, and how did you get there?

People enjoy hearing inspiring stories that motivate them and restore their trust in humanity. Your chances of getting recognized by the public increase if you are active and involved in the local community. Physicians Thrive’s charitable and fundraising activities assist to strengthen your brand and increase the trustworthiness of your company. More people will come to your brand and offer their support if you establish links with the local market. Because people are aware of the good things you’ve done for the community, the number of people who patronise your business may increase. Public relations may help a corporation keep its footing while overcoming any obstacles. Any firm, regardless of its size, may grow with the right tools and tactics for enhancing brand recognition and awareness. Although public relations methods differ, the goal is the same: to establish a mutual connection between the corporate brand and the general public, which will lead to higher sales and profits. The benefits and chances that PR provides for small business owners are advantageous and optimal for growth. Entrepreneurs can alter the trajectory of their company by working with a public relations firm.

Why is PR important for new businesses?

Public relations is an excellent means of reaching out to your target audience. It allows you to take use of the internet’s and social media’s popularity to communicate with a larger audience, often getting worldwide recognition as well. PR may be a fantastic approach for a firm to raise brand awareness and promote its products or services. When you contemplate how you could be on TV, radio, online news sites, and in print media with just one PR campaign, it’s mind-boggling to consider the millions of people you could potentially reach with just one initial news article.

How do you get in contact with and pitch journalists?

The first step is to identify media connections who would be interested in covering a topic similar to yours. To put it another way, you must locate journalists, reporters, bloggers, and others who cover your beat or topic of interest. Google News is a good place to start looking for media sites (and then journalists) in your niche. Enter the names of your competitors and related businesses. You’ll be given a list of publications, blogs, news sites, and other places where they’ve been featured — publications where you might be able to acquire coverage. Make a list of magazines, editors/journalists, and any other relevant details. The majority of reporters use social media, particularly Twitter and Linkedin. These two portals offer a free, albeit time-consuming, means of locating press. Use the search tool on these sites to look for terms like “[keyword] editor” or “[keyword] journalist.” Substitute [keyword] for the topic, location, or media outlet you’re thinking of.

What is your best growth hacking tip?

Simply put, enhancing your online presence involves aligning your company’s objective with how your customers perceive it. If these two factors are in sync and straightforward to assess based on your web presence, your business is ready to expand. Making ensuring your messaging and branding are consistent across all online channels is one way to do this. Making the most of current infrastructure can be a part of growth hacking your online presence. Making your website mobile-friendly or improving its SEO is a wonderful example. Optimization is the name of the game when it comes to growth hacking. Visitors are more likely to convert to buyers if your website is quick and easy to navigate.

PR, Advertising, Marketing, Outreach, Community Building, Ambassador Programs… — From your experience, what are the most efficient tactics for new businesses for brand awareness?

Shares are crucial for reaching new audiences on social media. They ensure that your content gets seen by people beyond your follower base and they build organic reach in the wake of pesky algorithm changes. This is especially true on Facebook, where the algorithm favors shares from friends and family over posts from brands.

One of the most shareable content formats out there is the infographic. They’re visually engaging, easy to consume, and more fun to read than a regular article. Remember that the brain processes visuals 60,000 times faster than plain text.

How do you leverage media coverage achievements?

Some stories are brief and fade after a few weeks, while others are timeless and will be just as fascinating next month or perhaps next year. Keep track of your media coverage and come back to it periodically to see what old tales you may publish again in the future. A fantastic narrative may live on for years and continue to support your organization’s mission, whether it’s shared on social media, blog articles, or newsletters. Return to your team to rejoice after you’ve taken the time to leverage the possibilities of your recent media hit. Everyone involved has worked hard to earn this publicity, and you all deserve to revel in the glory together.

Connect with Justin Nabity on LinkedIn.

Thank you!

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