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Understanding What People-Type Outlets Look For

Consumer publications prioritize human stories and timely explainers. Illumination PR packages your clinical expertise and patient outcomes into editor-ready narratives that fit what these outlets actually commission:

• Human-interest patient journeys (with specific, written HIPAA consent)

• Timely expert commentary tied to a trending headline or celebrity news

• Community impact stories (philanthropy, outreach, program innovation)

  
  

Our team translates complex medicine into plain-English insights that educate without “selling”—exactly what editors want.

Illumination PR’s 6-Step Feature Framework

1) Editorial Positioning & Message House

We pinpoint the angles that make you uniquely quotable: safety, candidacy, outcomes, innovations, and “what this means for readers.” Then we align language with on-label, compliant claims.

Deliverables: Media message house, talk tracks, sensitive-topic guardrails.

2) Media Kit That Reduces Editorial Work

Editors move fast. We provide everything up front:

• Executive bio (board certs, hospital affiliations, awards)

• Approved headshots & clinic b-roll (no PHI)

• Topic sheet with 10+ explainer angles you can speak to today

• HIPAA-safe before/after standards and disclaimers

• Links to prior coverage and publications

  
  

Outcome: You become the easy “yes.”

3) Story Packaging: Expert Explainers & Patient Features

• Expert Explainers: We craft quick, reader-friendly summaries (“5 signs…”, “Myth vs. Fact…”, “What this diagnosis actually means”).

• Patient Stories: With explicit, written consent covering names, images, platforms, and duration, we pair compelling outcomes with balanced risks/benefits and “results vary” language.

  
  

Outcome: Human stories + medical clarity = publishable content.

4) Newsroom Targeting & Pitching

We build a short list of relevant People-style editors and reporters, then send concise, non-promotional pitches pegged to editorial calendars or breaking news.

Sample Subject Lines We Use:

• “Board-Certified [Specialty] on [Timely Topic]: What Readers Need to Know”

• “Exclusive Patient Journey (Consented) + Expert: [Condition/Treatment] Explained”

  
  

Response Edge: We’re fast on follow-ups, available for same-day quotes, and we deliver clean copy editors can drop into a draft.

5) Fast-Turn Media Training (for On-the-Record Moments)

We prep you to keep quotes clear and compliance-safe:

• Define jargon in one sentence

• Pivot from price to safety, candidacy, and expected outcomes

• Use “teach-back” phrasing and avoid absolutes (“cure,” “guaranteed”)

  
  

Outcome: Quotable, trustworthy soundbites.

6) Amplification, Tracking & Repurposing

Once coverage lands, we secure links, add approved quotes to your site, share across social, and equip front-desk staff with talking points. We track inbound consults, referral lift, and booking conversions influenced by the feature.

Sample Pitch (Sent by Illumination PR on Your Behalf)

Subject: Expert on [Timely Health Topic] + (Consented) Patient Story for People

Hi [Editor Name],

With readers asking about [timely hook], Dr. [Name], a board-certified [specialty] at [Institution/Practice], can explain what it is, who’s at risk, and what recovery really looks like—in clear, non-alarmist terms. With written consent, we can also connect you to a patient willing to share their story (photos available).

Why now: [1–2 lines tied to news/calendar]

Quick creds: Board-certified [specialty], [X] years’ experience, [relevant research/award]. Available today; happy to match your format and deadline.

— Illumination PR | [publicist name] | [mobile] | [link to media kit]

Compliance Corner (How We Keep You Safe)

• HIPAA: Specific written consent for any identifiable patient; no PHI in captions or comments.

• FDA/FTC: On-label language, accurate risk/benefit framing, and clear sponsorship disclosures when relevant.

• Crisis Readiness: Rapid review protocols if a story evolves unexpectedly.

  
  

90-Day People-Ready Action Plan

Weeks 1–2: Discovery, message house, media kit, visual standards

Weeks 3–4: Pitch calendar (seasonal + news-peg angles), media training

Weeks 5–8: Rapid-response commentary to trending stories; first consumer feature

Weeks 9–12: Patient-story package (consented) + syndication and amplification; KPI review (inbound consults, bookings, referral mentions)

What Success Looks Like

• Meaningful features in consumer outlets (People, lifestyle/health verticals, regional magazines)

• Expert quotes editors return to repeatedly

• Patient demand signals tied to coverage (trackable links, call-ins citing the article)

• Long-term authority you can leverage for speaking, partnerships, and payer or hospital negotiations

  
  

Conclusion: Your Path to Becoming an Editor's Go-To Medical Expert

Ready to become an editor’s go-to medical expert? Illumination PR packages your expertise for People-style outlets—compliantly, quickly, and with measurable impact on patient demand. Let’s build your media plan.

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