Pete Lucas is a native Rhode Islander who began his career in broadcast journalism as a sports anchor and reporter in South Carolina. He eventually moved home, working at both WJAR-TV NBC 10 and WPRI-TV CBS 12 on air and in media sales, before entering the advertising agency world.
Lucas worked with JH Communications until 2019 when he launched his own company, Practice Marketing and Communications LLC. Based out of the New England Medical Innovation Center in Providence, Practice Marketing and Communications provides marketing solutions for medical practices of various sizes and specialties, including University Orthopedics, University Gastroenterology and Brown Surgical Associates, as well as medical device startups. Lucas, a board member of The Tomorrow Fund, is also active in the community.
PBN: What was the response from Rhode Island medical practices once Practice Marketing was launched?
LUCAS: It was very well received. I was already working closely with many of our medical practice clients for a number of years, so our relationship was well established. Years ago, advertising was low on the list of priorities for medical practices, but times have changed as patients and consumers have become much savvier in choosing their medical providers and where they go for care.
So, whether it is through a television or radio commercial, Google search, or a social media post, medical providers need to have a strong presence across multiple digital platforms. Many of the practices we work with are nationally and internationally recognized and need a carefully crafted online image and brand that reflect their expertise across all areas of marketing. In addition, it has never been easier to disseminate information through our own channels. Practice Marketing and Communications has embraced this opportunity to create content that both markets our clients and educates the general public on a wide array of health care topics.
PBN: Do you offer services beyond media relations to medical practices and other clients?
LUCAS: Along with media relations, we offer a full complement of services, including video production, social media management, media buying, media training, graphic design and website design.
To be effective as a marketing agency, it’s vital to have a strong and vibrant presence across all forms of traditional and digital media. We also have an understanding of the target audience and where those people are consuming media, news and information to best reach them.
PBN: What sort of services have you found medical clients to be most interested in?
LUCAS: Video content has been the biggest area of growth for us. Even before the pandemic, we realized that patients and their families do quite a bit of homework before visiting a provider for the first time. A well-produced, informative video allows the physician to introduce themselves and helps the patient begin to establish a rapport with the provider before even walking into the office – this puts them at ease and validates their choice.
Patient testimonial videos are also a very powerful way to educate and inform a patient. It is very impactful when someone watches a story about an illness or injury that they might also be facing. When they see a true, positive outcome from someone going through a similar situation, they gain a sense of hope that they too can become healthy again.
As a former television journalist, telling a great story was always my favorite part of the job. Now, it is incredibly rewarding knowing the testimonials we produce for our clients help inform patients and encourage them to seek the care they need.
PBN: Have you found that the medical landscape has changed much since before the COVID-19 pandemic through now?
LUCAS: From a communications standpoint, we have ridden a rollercoaster of information during the last two and a half years. We went from creating awareness of protocols for COVID-19 to the introduction of telemedicine almost overnight. The ability to get information out to patients quickly was absolutely critical in order to reassure them that appointments – whether virtual or in office – were continuing in a safe manner and that their care would not be compromised.
The messaging has now shifted to urging patients to once again focus on their personal health, such as regular mammograms and colonoscopies. There has been so much COVID-19 news that we have had to find creative ways to cut through the noise. For example, with University Gastroenterology, we utilized a partnership with Providence College and basketball coach Ed Cooley during March Madness to get the word out for Colon Cancer Awareness Month. His message to catch the viewers’ attention was “March is the most important month of the year and I’m not talking about basketball.” We ran a public service announcement schedule during the Big East Tournament and NCAA March Madness to educate viewers about the new guideline to be screened at 45 years of age. During the Olympics, we enlisted the help of swimmer Elizabeth Beisel to talk about the care at University Orthopedics.
We have also noticed an increase in patients coming to Rhode Island from other areas of the country for their care. Patients no longer need to drive to another state to learn about the surgeon or facilities. They can go online and do the research at home. This goes back to making sure the practice brand image reflects the level of care. If a patient has the means to travel, they will spend the money for the best care. Why not spend a couple of weeks in Rhode Island with your family?
PBN: Many of your news releases from your larger medical clients announce additions of new specialists and surgeons. Does it seem that expansion is picking up now that the pandemic is losing steam?
LUCAS: It seems like we are sending out a release announcing a new provider each week. We are fortunate to work with some of the top medical practices in the country. The specialists and surgeons we work with could go almost anywhere and they choose to practice here, which says a lot about the quality of doctors in our area.
From the many interviews we conduct, the reasons are very consistent. Rhode Island is a great place to live, practice medicine and raise a family. There is also room to grow the patient population here in Rhode Island. While some patients still travel to Boston for health care, in many cases they could get the same level of care, if not better, right here without the stress and expense of travel.
Through the New England Medical Innovation Center, we have enjoyed working with MedTech startups from conceptual ideas to market strategies. There is an ecosystem of health care innovation, research and support that we are excited to be a part of, and it’s happening right here in Rhode Island.
(UPDATE adds last sentence to second paragraph highlighting Lucas’ participation on The Tomorrow Fund board.)
Elizabeth Graham is a PBN contributing writer.
