CASE STUDY / 740 PARK PLASTIC SURGERY
Raising Dr. Stafford Broumand's Profile as an Elite Plastic Surgeon in National and Luxury Media
Media Relations / Brand Credibility / Profile Elevation / Health & Wellness
Overview
Dr. Stafford Broumand, a New York-based board-certified plastic surgeon, offers a comprehensive range of cosmetic treatments with a specialization in facial rejuvenation, particularly facelift and eyelid surgery. Since 2016, 5W Public Relations has been the agency of record for Dr. Broumand and his practice, tasked with raising his profile as a leading plastic surgeon in New York and expanding awareness among luxury press and national media to connect with current and future patients.
Challenge
Despite Dr. Broumand's extensive expertise and elite clientele, the competitive landscape of cosmetic surgery in New York City and beyond demanded a highly strategic approach to differentiate him as a trusted authority. The goal was to secure sustained visibility in top tier media outlets that appeal to affluent audiences while positioning Dr. Broumand as a thought leader on trending beauty and wellness topics. Engaging luxury and health media while also appealing to a broader national and international patient base required a tailored communications strategy.
Strategy
5W executed a comprehensive media relations campaign to elevate Dr. Broumand's reputation both regionally and nationally. The team leveraged current beauty trends and cultural phenomena such as the zoom boom and the influence of social media on patient demands to keep Dr. Broumand front and center in relevant conversations. By positioning him as an expert on facial rejuvenation procedures and emerging cosmetic treatments, 5W secured placements across luxury lifestyle, wellness, and health outlets. Additionally, the campaign cultivated high level media relationships, securing interviews and editor appointments that enhanced Dr. Broumand's visibility among key target audiences.
Results
The strategic health & wellness PR program achieved significant national exposure. Notably, an in-depth interview on CNBC's broadcast, online, and YouTube platforms generated over 65 million earned impressions. The campaign resulted in high impact coverage in prominent outlets including InStyle, Yahoo!, MSN, Who What Wear, Health, First for Women, Healthline, and Bustle. These placements not only raised Dr. Broumand's profile but also drove direct inquiries and increased social engagement through an Instagram Live session with CNN anchor Lynn Smith. The program also strengthened ongoing relationships with editors through in person meetings, enhancing future media opportunities.
Key Takeaways
Positioning an elite plastic surgeon like Dr. Broumand as a leading expert requires a well-rounded approach that combines timely, relevant storytelling with targeted media outreach. By leveraging trends in the beauty and wellness space and focusing on both national and luxury press, 5W successfully elevated Dr. Broumand's brand and created a foundation for ongoing media presence. This case underscores the power of strategic digital marketing for health & wellness combined with expert led communications to build lasting credibility and patient engagement.
