A marketing firm develops a new publicity vehicle for doctors, lawyers.
By: Gwen McNamara
Whether it’s network or cable, reality TV is all the rage. From makeovers and dating, to even home improvement, it’s nearly impossible to channel surf and not encounter some type of reality program designed to bring you up close and personal with the subjects involved.
And now one area marketing company is looking to toss local legal and medical professionals into the mix.
Profile Marketing Concepts, in Franklin Township, is creating a 30-minute reality TV show called "Practice Profiles" combining entertainment with advertising as it follows selected area doctors and lawyers through their daily routine, giving viewers a glimpse into who they are and how they do what they do.
"We think this is a fantastic way for these professionals to market themselves and be featured in a program designed to educate the public on a variety of medical and legal issues," said Todd K. Olsen, CEO of Profile Marketing Concepts.
"It will both educate and breakdown some of the stereotypes out there," added Tara Clark, president of the company.
Mr. Olsen and Ms. Clark have already been producing television programming, primarily news-based medical shows, for the past 15 years. They began working together in 1999 on the production team for a show called "MD-TV, Medical News Now," and created Profile Marketing Concepts in November of 2003.
They came up with the idea for "Practice Profiles" after realizing much of what they were doing previously was getting a bit stale.
"The typical news-show format a couple doctors sitting at a desk discussing issues was starting to look a little dry," Mr. Olsen said.
"We decided we needed to try something new, and reality TV seemed like an exciting option," Ms. Clark added.
The company is currently in the process of selecting a subject for a pilot episode.
"We’re looking to begin shooting sometime in early February after our board finishes its subject selections," Mr. Olsen said. "My partner and I would like to see someone from the Princeton area featured in our initial show. We contemplated a plastic surgeon in the area, but we’ll have to see who the board selects."
Mr. Olsen said the show will not be limited to any particular kind of lawyer or doctor.
"We’re looking for professionals unique in their field or that demonstrate a high level of expertise in their particular area," Mr. Olsen said.
The show’s format will not only include tracking the subject at work, but will also include interviews with clients or patients, re-enactments of important events and even "personal touches" to make the program more entertaining.
"If a lawyer is really involved in the community Little League, for instance, or if a doctor volunteers to perform surgery overseas for the unfortunate, those are aspects of their lives that would be important to highlight as well," Mr. Olsen said. "Such personalized touches bring out a more human side and allow the viewer to closer identify with whomever’s on the show."
To fund this new venture, Princeton Marketing Concepts plans to foot the bill for the initial show. Once the pilot is finished and a contract with a network established, Mr. Olsen says he expects advertising and funding contributions from businesses like pharmaceutical companies to take care of future episodes.
The subjects of "Practice Profiles" will also have the option to help contribute funding to market the program, Ms. Clark said.
"We’ll have options for doctors or lawyers to buy a campaign, like with radio," she said. "If we provide them a car, they have to provide some gas, so to speak."
"It’s really a win-win all around," Mr. Olsen added. "We’re providing important medical or legal information to the public and the doctors and lawyers involved get to market themselves to a wider audience than they might normally reach with just print ads or a radio spot."
"Practice Profiles" is expected to air on a broadcast station in the subject’s regional market, he added.
In addition to reality TV, Profile Marketing Concepts also provides a wide range of support services including media buying, webstreaming, radio campaigns, newsletters, print advertising, digital business cards and press releases.