Quick answer
HM’s public relations is digital PR built for two outputs: authoritative mentions and authoritative links. Press Releases is the part of that work this page covers, and it sits in the Authority pillar because it takes the longest to build and compounds the hardest, so it starts in week one.
Key takeaways
- HM’s public relations is digital PR built for two outputs: authoritative mentions and authoritative links.
- The buyer is usually a physician-owner with something genuinely newsworthy sitting unused — a new location, a device the region does not have, a fellowship-trained hire, published research, a community program in its fourth year.
- “How does this actually produce patients?” Not directly, and say so.
- Press Releases sits in the Authority pillar, and it takes the longest to build and compounds the hardest, so it starts in week one.
- HM does not guarantee placements.
01 — OverviewWhat Press Releases is, and what it is not
HM’s public relations is digital PR built for two outputs: authoritative mentions and authoritative links. Monthly press releases, distributed properly and pitched individually. Earned placements in local news, regional business press, and specialty trade publications. Expert commentary placement that puts a named provider on the record in a reporter’s story. Contributed articles where the outlet accepts them. Every one of those produces a page on a domain the practice does not control, saying the practice’s name next to a subject the practice treats. What it is not: It is not a wire blast. This pillar sits under our services index, which covers all twelve service lines.
Press Releases is part of Public Relations, one of the twelve service lines Healthcare Marketing runs, and it belongs to the Authority pillar of the 4-Pillar Framework.
Who buys it, and what they already believe
The buyer is usually a physician-owner with something genuinely newsworthy sitting unused — a new location, a device the region does not have, a fellowship-trained hire, published research, a community program in its fourth year. They have never told anyone outside the practice about it. What they have already tried: a $400 wire distribution package that produced a screenshot of “as seen on 300+ news sites,” none of which sent a single visitor. Or a PR retainer with a generalist firm that pitched their orthopedic practice to lifestyle editors for six months.
Explore the full guide
50 in-depth guidesThis page is the hub. The guides below apply Press Releases to a specific specialty or a specific practice situation, because the work is not the same for a solo psychiatrist and a six-location orthopaedic group.
Start here — cornerstone guides
By specialty and situation
Behavioural health
Primary care
Medical
Diagnostic and acute
The complete index — all 50 guides in this pillar
02 — SearchThe queries this hub is built on
These are the queries that decide the build. Read the right-hand column as the work order: each one names a page that has to exist before the query can be won.
6 priority queries for Press Releases. Keywords are intent-matched from the sitemap and are not volume-validated; confirm in a keyword tool before build.
Depth is a topical authority play that happens to produce volume
A twelve-page site can answer twelve questions, rank for twelve and be cited twelve times. A five-hundred-page site answers five hundred, and each new page strengthens the topical authority of every page already there. The entry tier is 500-plus pages, scaling to 10,000, and there is nothing below it. On top of the foundation, seven blogs a week produces more than 365 indexed pages a year.
WebFX analysed 130,070 healthcare queries in July 2025 and found that 51 percent trigger AI Overviews, roughly double the cross-industry rate, rising to 66.9 percent for informational queries. Google’s own documentation states that for topics affecting health, its systems give more weight to content aligned with strong E-E-A-T signals, and that of the four components, trust matters most.
03 — What owners care aboutThe questions this work has to answer
“How does this actually produce patients?” Not directly, and say so. PR produces two things that produce patients. First, links from high-authority domains, which are among the signals Google has publicly described as central to how it ranks pages, and which are the single hardest ranking input for a local practice to acquire honestly. A practice can write its own content and optimize its own site. It cannot write its own inbound links. Second, mentions on sources that AI systems train on and retrieve from.
The problem
The buyer is usually a physician-owner with something genuinely newsworthy sitting unused — a new location, a device the region does not have, a fellowship-trained hire, published research, a community program in its fourth year. They have never told anyone outside the practice about it.
The solution
First, links from high-authority domains, which are among the signals Google has publicly described as central to how it ranks pages, and which are the single hardest ranking input for a local practice to acquire honestly. A practice can write its own content and optimize its own site.
The resolution
Inventory everything publishable: providers, credentials, fellowships, research, devices, locations, community programs, milestones, data the practice already holds. Build the media kit — boilerplate, founder and provider bios written to the brief’s exact bio language where HM itself is the subject, high-resolution photography list, fact sheet, and approved quote bank.
Thirty minutes with Steven. A diagnosis of where Press Releases is costing you, not a pitch.
Schedule a Meeting04 — The delivery standardWhat actually gets done, and when
Define — Weeks 1–2. Newsroom audit and asset build. Inventory everything publishable: providers, credentials, fellowships, research, devices, locations, community programs, milestones, data the practice already holds. Build the media kit — boilerplate, founder and provider bios written to the brief’s exact bio language where HM itself is the subject, high-resolution photography list, fact sheet, and approved quote bank. Build the media list: local broadcast and print, regional business press, specialty trades, relevant podcasts, and the health and local reporters at each by name. Measure — Week 2.
05 — The first 90 daysWhat the build sequence looks like
Marketing timelines in this category are usually vague because vagueness is safer. Here is the published sequence, and it is the same one every engagement runs.
Brand book, then a workable site
The Brand Intelligence Book and brand guide are delivered in week one, before anything is designed or written. A workable site goes live in weeks two to three. Content and Google Business Profile work start in week one in parallel.
Press and local targeting
The first press release goes out in week five. Local targeting begins in weeks five to six, at roughly 25 pages per city-and-service target for every $1,000 per month of spend.
Depth, and the first movement
Local SEO moves in 2 to 4 months and organic rankings in 3 to 4, so this is the window where the first measurable change usually appears. Inquiries follow at 6 to 12 months, and the strongest returns at 12 to 18.
06 — Hard stopsWhat we will not do here
Every recommendation has a cost, a timeline and a thing it makes harder. These are the limits on Press Releases, stated before the contract rather than after the first report.
The rules that bite in public relations. HM does not guarantee placements. No agency can, and FTC Act Section 5 requires substantiation behind any performance claim, which a placement guarantee in an earned-media channel cannot supply. The commitment is pitch volume, angle quality and response speed. HM does not buy coverage and present it as earned.
07 — Where it sitsPress Releases in the 4-Pillar Framework
Press Releases is one of three services inside Public Relations, alongside media placement and thought leadership. All three sit in the Authority pillar, and it takes the longest to build and compounds the hardest, so it starts in week one.
That sequence is not a preference. A practice that buys only this service will move slowly, because the twelve services have a dependency order and the 4-Pillar Framework encodes it. Nothing in Visibility gets sold before Infrastructure is in place or in flight, Authority starts in week one because it has the longest lead time, and Growth is only worth what the Infrastructure can convert.
08 — PricingWhat this costs, and why there is no band
Engagements start at $2,000 per month. That floor is published. There is no band above it, and the honest reason is that a band would be a fiction.
What a practice pays is set by how contested its market is, how large it is, and how much has to be built before anything can be amplified. Press Releases is rarely bought alone, and where it is, we will say on the call whether it will do anything useful without the pillar beneath it. The number for a specific practice is given on that call rather than after three meetings.
No exclusivity, and the reason
We do not offer market exclusivity. An exclusivity promise is a promise to turn away a practice that needs the work. What we build instead is an asset a competitor cannot copy, because it is five hundred pages deep in the practice’s voice with its clinicians’ names on it.
The bottom line
Press Releases is the authority work that makes the rest of the programme legible to a patient and to a search engine. It is bought as part of a sequence, not as a tactic. The next step is thirty minutes to find out whether it is the thing actually holding you back.
Frequently asked questions
How long before Press Releases produces new patients?
Rankings move in 3 to 4 months, inquiries grow in 6 to 12 months, and the strongest returns arrive in 12 to 18 months. Local search moves faster, typically in 2 to 4 months. Those are the timelines we publish and they do not improve when a prospect asks. Anything faster is either paid media, which has its own economics and stops when the spend stops, or a promise nobody can substantiate. The compounding is the point: page 300 makes page 12 rank better, which is why the curve is slow at first and then is not.
Can we buy Press Releases on its own?
Sometimes, and we will tell you on the call whether it will do anything useful by itself. Press Releases sits in the Authority pillar, and it takes the longest to build and compounds the hardest, so it starts in week one. The most common way marketing money is wasted in healthcare is buying an amplification service before the thing being amplified is worth pointing at. If that is your situation we will say so before the contract rather than after the first report, which costs us a sale and saves you a quarter.
What will you not do in Press Releases?
HM does not guarantee placements. No agency can, and FTC Act Section 5 requires substantiation behind any performance claim, which a placement guarantee in an earned-media channel cannot supply. The commitment is pitch volume, angle quality and response speed. HM does not buy coverage and present it as earned.
What does it cost?
Engagements start at $2,000 per month and we publish that floor. There is no band above it because a band would be misleading. Cost is driven by how contested the market is, how large the practice is, and how much has to be built before anything can be amplified. Local page production runs at roughly 25 pages per city-and-service target for every $1,000 per month of spend, which gives a concrete way to reason about what a given budget buys. The specific number comes on the first call, not after three meetings.
Who actually does the work?
Steven Lockhart is on strategy for every engagement and is the named principal you will reach. The firm is deliberately small and grows only at the rate that lets it hold the standards it publishes. Healthcare Marketing is healthcare-exclusive across thirty-two specialties, and the specialty register behind this work is researched per specialty rather than adapted from a general template.
What happens to the work if we leave?
It stays with the practice. The site, the content, the profiles, the analytics and the data. The site is the only asset in a marketing programme that the practice owns outright, that appreciates, and that cannot be removed by an algorithm change, a platform policy or a lapsed subscription. It is worth asking any agency this question directly and listening for whether the answer involves a proprietary platform, a template licence, or content that lives on infrastructure you do not control.
How we reviewed this page
Every statistic on this page carries its source at the point of use, and each source is listed below. Regulatory statements are cited to the Federal Trade Commission, the Department of Health and Human Services, and Google’s own published policy rather than to secondary summaries. The delivery standard and the hard stops are drawn from Healthcare Marketing’s own service register for Public Relations, which is revised on the same cadence as this page.
Written and reviewed by Steven Lockhart, founder of Healthcare Marketing, who brings 25-plus years of marketing experience, 15-plus of it healthcare-exclusive. Healthcare Marketing is a marketing agency and does not employ clinicians, so nothing on this page is presented as clinical review. It is reviewed quarterly, and within 14 days of any Google core update or advertising-platform policy change that contradicts it.
What’s new: September 2026 — first publication.
References
- developers.google.com — https://developers.google.com/search/docs/appearance/title-link
- ahrq.gov — https://www.ahrq.gov/topics/workforce.html
- census.gov — https://www.census.gov/data/developers/data-sets/acs-5year.html
- Federal Trade Commission. Advertising and marketing business guidance. consumer.ftc.gov
- U.S. Department of Health and Human Services. HIPAA for professionals: privacy. hhs.gov