So You Want to Be on TV?? Marketing Your Practice and Your Image on the Little Screen ‘ot everyone can of wants to be the next Dr. Act Ulene or Ds, Tim Johnson ~ those ftiendly, familiar TV doctors who dispense polished sound bites of med ical advice. But there has never been a bet- ter time for doctors who wish to make a {elevision appearance than the present ‘Whether ic is to atract patients, impress colleagues, or just to satisfy your curiosity about the world of broadcast journalism, ‘making a “house call” on television can be exciting. Before you take the plunge, how. ever, you should know some of the basics. From print to screen How do you get the attention ofthe clectronic media in the fist place? “Enter the fray," isthe advice of Ray Nunn, forme Executive Producer of Medical News Network. Mr. Nunn says that physicians should write tothe editor ofa local newspaper or national magazine in which a medical issue is being debated, “Television producers will ee your ame in an article and may cal” says Mr. Nunn who as found many physicians through articles either written by the doctors themselves or quoted by a print journals Another way to gain access isto contact television producers diretly and Sy eee Witte to the editor of local neuspa er or national magazine in which a ‘matical issue i being debated. Contact television producers directly {and nd aut what medical topics are under consideration for he future, Figure out you can make a contr buon and ofer your senvioes, Hire a pubic relations fm to keep your name inthe publi ey. ‘An on-camera television coach can teach you how to succeed in the electronic medium, offer your services when the time is appro- priate Tell them about yourself, your train= ing, your practice, your research materials, ‘or better yet, prepare a brief biography. Be careful, however, not to sound too agares: sive, “The more a doctor sounds like & showman, the less interested I become in having him or her for a guest,” wams Leigh Devine, a freelance medical producer. “Keep the dislogue subtle and low-key. Knowing whats needed National and local television markets are always on the lookout for @ good ‘medical story. Most often they rely on press releases from major medical journals like The New England Journal of Medicine or JAMA, To add depth tothe story, however, "TV producers look for clinicians who can ‘comment on the esearch as it applies to a day-to-day practic. “Scan your local television listings for health programs and keep your eye ‘open for medical segments on Tocal news shows. Get in touch with the show produe- ‘ers and find out what upcoming topics are being considered. Figure out if you can ‘make any type of contribution to the show,” said Jeff Friedman, Executive Producer of “HealthCal,” which airs on New Jersey Network and features a panel of medical experts each week, Local and national coverage Bamey J. Kenet, MD, a New York ‘based physician, has been invited to speak ‘on television on several occasions because ‘a producer saw his name on te printed page. He has appeared on several national news programs such & “Good Morning America” and “CBS Tais Morning.” “The producer saw me quoted in a magazine article and because ofthat, I had credibility inher eyes,” said Dr. Kenet. Getting a call {rom a television pro- ducer, however, does not guarantee that you'll be selected, “The pre-interview process is pretty rigorous,” said Dr. Kenet “In my experience, the producer or an assistant will want to speak to you on the telephone several times before they "book" ‘you. They want to know how you sound, hhow much you know, and your credentials, Tn some cases, they want to know if you have ever appeared on television before.” ‘Working with a professional Jerry Coyle, an on-camera television coach who works atthe Weist-Barron School of Television in New York City, teaches professionals like doctors and lawyers how to succeed in the electronic medium, “TV needs a lot of focus of energy, so when you communicate your ‘knowledge, your enthusiasm must come through,” said Mr. Coyle. “The camera crew comes to you because you have ‘knowledge, but then you have to speak to a huge audience, You have to overcome nerves and anxiety by not losing sight of ‘your mission, which is wanting to share information in an intelligent way. We are ‘brought up to be self-conscious infront of| cameras, but a focus of thought and energy reduces that self-consciousness.” Me. Coyle wams all professionals not to downplay their expertise, “What might become mundane to you because you are familiar with the topic has to become alive in order fo be shared with the audience. People listening to you have never heard ‘What you are going to say, so say it with renewed vigor.” Mr. Coyle recommends preparing, learning the material, but ot overdoing it to avoid sounding stale and rehearsed, Dr. Kenet agrees, but emphasizes the importance of having a few “buzzwords” ‘and phrases availble to avoid hesitating when asked a question, “Don’t be afraid to think about your answer for a moment. It may seem like an eternity, but you must keep yourself composed and even enjoy the pressure a bit”Public relations, good or bad? Some physicians swear by public ‘lations firms and pay them high fees to keep their name in the public eye. Seasoned reporters will tell you, however, that they 1ook at public relations firms cy ically. "You may be spending your money unwisely,” warns Ms. Devine, “PR firms ‘cannot guarantee an appearance and often a pushy PR person turns off a producer.” Ifyou are considering retaining @ public relations firm, find someone who is, professional in demeanor and overall appearance. It is always best to use some- fone who has worked for a major newspa- per, magazine, or television station. That [ype of experience allows them to develop 1 peer relationship with the media. Some tips for TV success A. Dress well; men should avoid wearing a solid white shirt under a black or very ‘dark suit. The high contrast between Tight and dark is too hard for TV cam- ‘eras, The best shirt color is light blue: void hersingbone patterns. The bes tie colors are browns, blues, greens, or z0lds, Women should follow these color ‘les as wel, being careful to keep jew ‘elty 0a minimum, and avoiding shiny metallic brooches o earrings. ‘A Sit comforaly i your char, but do not sink into it. Sit on your coatails a bitto avoid your jacket slumping over your shoulders. 4 Give examples from your daily practice, but ry t use simple language. Instead of “earcinoma in sit," say “localized cancer. ‘A Snile. Relax. You just might be the ‘next Marcus Welby! 1 Fast Facts Regional HMO Membership as a Percentage of Total Population, Year-End 1994 The number of people receiving their care in HMOs as a percentage of total population increased in every region of tha United ‘States last year. States in the Pacific region, such as Washington, Oregon, and California, had the highest percentage HMO ‘enrollment at yaar-ond 1994 ~ 34.8%, The New England region followed with 27.6%, Eas. Nowm Cont 17.9% Weston Cantal 14.2% Now England: 27 6% Mee Aarti: 21.9% Sexth tant 14.8% South Gontat ost Seurce: GHAR‘ Navona Dvecoy of HDs database, US Bueeu ot he Census ~ Caanaas Dathsonye ~