Want to be noticed and remembered? Getting published is a great way of scoring valuable, free exposure for you and your practice. And being a great writer isn't a prerequisite.

The editorial calendar

Most publications have an editorial calendar that outlines what topics they'll feature in upcoming issues. These calendars serve two purposes:

�         They tell potential advertisers what the editorial content of a given issue of the publication will be, so they can advertise alongside related articles.

�         They specify when a publication is likely to accept a story about a particular topic. For example, if a local newspaper plans a special section on medical advances, a laser vision correction center might try to place a story focusing on the new technology doctors are now using at the center.

Magazines and periodicals usually have one editorial calendar for the entire year. A newspaper may have several editorial calendars, including story plans for regular sections (lifestyle, business, home and garden, etc.) and special sections (back-to-school, holiday shopping guide, annual health section, etc.)

Setting the wheels in motion

To get an article published, begin by having your public relations or marketing person call the publications you feel would best reach your target audience to request a copy of their editorial calendar.

Although your name will be on the article, no one expects a doctor to have time to sit down and write. The reality is, many authors in fields such as business and medicine -- from CEO's of Fortune 500 companies to medical directors of major healthcare institutions -- employ ghostwriters for this purpose.

Using a ghostwriter doesn't mean that you have no input into the article. On the contrary, you can have as much input as you want. (At the very least, you should contribute to the flavor of the article and ensure that it's factually correct.) Using a ghostwriter simply means that you're shifting the bulk of the writing work onto someone with more time, and perhaps more expertise as a writer.

If no one at your practice is a writer, solicit the assistance of a freelance ghostwriter or healthcare editor.

Shaping the article

Here are a few guidelines on submitting an article:

�         Topic. Make sure the topic is a timely, important issue that will pique reader interest and fit with the targeted publication's editorial calendar. Possible topics might include:

o       understanding laser vision correction

o       how to keep your eyes healthy

o       what to know about the aging eye

o       sports fitness and your eyes

o       advances in eye care.

�         Length. This varies, but 800 to 1,000 words is a good starting point.

�         Content. The piece should be provocative and give the reader a real payoff: valuable insights, advice and information. Generally, articles must be educational and informative to get printed.

�         Writing style. Depending on the publication's audience, the writer may have to explain all technical terminology. Keep in mind that most newspapers are written at a 7th grade reading level.

Although the article can't be all about you (especially if your name is on it!) most publications will run a bio at the end (e.g. "Dr. Green is the founder and medical director of ABC Eye Care, a leading ophthalmology practice that specializes in laser vision correction.")

Making it into print

When your article is finished, forward it to the editor of the publication accompanied by a persuasive letter. Call the editor within 48 hours after estimated receipt and answer any questions he may have. If he feels the story isn't appropriate for his publication, try another.

Don't be disheartened if your article isn't printed right away. It might be held for several issues before being featured. But if you've targeted your topic and style appropriately, your article will eventually see print. And that can do a lot to make you and your practice look good.

Stanley R. Joseph has been a marketing consultant to the healthcare industry for more than 20 years. He's president of C & S Marketing Group, a leading healthcare marketing firm in Atlanta, Ga., serving a national clientele. He can be reached at (800) 493-4490.