01
What should happen in the first 90 days?
A physician PR program should establish a defensible media position, prepare the expert and supporting materials, build proactive and responsive story pipelines, begin disciplined outreach, and create a repeatable process for handling opportunities. Coverage may occur during this period, but readiness and relevance are the more controllable goals.
- A clear set of expert topics and boundaries
- Accurate media materials and proof points
- Proactive stories plus timely commentary angles
- A fast approval, scheduling, and response workflow
- Early pitching informed by editorial feedback
02
Days 1–30: audit and define the lane
The first month establishes what the physician can credibly own and where current public information creates gaps or confusion. The LANY Group reviews credentials, specialties, research, practice context, existing coverage, online biographies, priority audiences, and the questions patients or journalists already ask.
- Confirm titles, credentials, affiliations, and approved biography language
- Define priority topics, exclusions, and claim boundaries
- Audit existing media, search results, website pages, and public profiles
- Identify research, outcomes, services, data, and patient-safe proof points
- Map national, local, broadcast, business, and trade audiences
03
Days 31–60: build stories and materials
The second month turns positioning into a working editorial pipeline. Proactive narratives are developed alongside responsive angles tied to news, studies, trends, seasonal interest, and common misconceptions.
- Create a concise media biography and expert-topic sheet
- Develop research, innovation, profile, and practice stories
- Prepare trend commentary and recurring seasonal angles
- Organize headshots, approved imagery, links, and supporting sources
- Set interview availability, approvals, and response expectations
04
Days 61–90: pitch, respond, and refine
The third month puts the system into motion. The LANY Group pitches appropriate journalists, responds to relevant opportunities, prepares the physician for interviews, and uses real editorial feedback to sharpen language, timing, and story selection.
- Prioritize relevance over mass outreach
- Brief the physician before each interview or written response
- Track questions, feedback, deadlines, and outcomes
- Refine angles that are unclear, crowded, or insufficiently timely
- Build follow-up ideas without pressuring editorial contacts
05
How much physician time is required?
The workload varies by news cycle and opportunity. The physician should expect focused onboarding, periodic strategy conversations, quick review of technical details, and protected time for interviews or written responses. A designated internal contact can keep scheduling and approvals moving when the physician is in clinic or surgery.
06
What should be measured by day 90?
A useful 90-day review looks beyond placement count. It asks whether the physician’s position is clearer, the materials are accurate, the response system works, the story pipeline is credible, and the right journalists are beginning to recognize the source.
- Completed positioning, biography, topics, and media materials
- Quality and range of stories ready to pitch
- Response speed and interview readiness
- Relevant outreach, journalist engagement, and editorial feedback
- Coverage or inbound interest when it occurs, without treating it as guaranteed
07
Common mistakes to avoid
Physician PR loses momentum when the position is too broad, approvals take too long, claims exceed the evidence, or every pitch centers the practice instead of the audience. The first 90 days should create a disciplined operating system that protects credibility while making useful expertise easier to access.
- Trying to own every topic within a specialty
- Missing deadlines because approvals are unclear
- Using promotional language where evidence or education is needed
- Sharing patient information without appropriate authorization
- Treating one placement as the entire strategy