Public relations (PR) is becoming a powerful force in the Indian aesthetic medicine landscape, which is evolving at a remarkable pace. In 2024, the market stood at $600 million and is projected to more than double to $1.27 billion by 2033, growing at a CAGR of 9 per cent. More broadly, the medical aesthetics market, including devices, is expected to reach Rs 1,272 crore by 2033. It is projected to grow at a double-digit CAGR across various segments.
With an estimated market size of $1.62 billion in 2023, expected to touch $3 billion by 2029, India is a frontrunner in the Asia Pacific. Maharashtra leads the charge, with Mumbai, Pune, Nashik, and Nagpur driving demand due to high urbanisation and aspiration levels. South India, with its tech-savvy population and booming medical tourism, is another strong player, while Kolkata dominates in the East.
From a consumer lens, non-surgical procedures are on the rise, with Botox – technically, botulinum toxin – topping preference charts. The demand curve shows no signs of plateauing.
What PR really mean?
Public Relations is not just media coverage or social media mentions. It is about shaping perceptions, creating trust, and establishing long-term reputational equity. Unlike advertising or marketing – which are transactional – PR is relational. It is a management function that helps you form mutually beneficial relationships with a wide set of stakeholders: patients, regulators, investors, media, employees, and even competitors.
Good PR answers six questions — who, what, where, when, why, and how — tailored to each stakeholder. For example, the message to a government regulator would be different from that for a patient, or a venture capital firm evaluating your clinic’s scalability.
PR as a strategic asset
Think of PR as strategic storytelling. Not just storytelling for entertainment, but for credibility. Your story has to be authentic, backed by facts and data, and aligned with stakeholder expectations.
If you want investors to fund your brand, they must perceive it as trustworthy and impactful. If patients are to choose your clinic over others, their perception must be grounded in trust and reputation. That is where PR steps in – it frames your narrative for the right people, at the right time, in the right tone.
Why thought leadership matters
A powerful PR strategy positions you as a thought leader – a credible voice people trust. Whether it is a reputed clinic founder or a specialist dermatologist, thought leadership ensures people take your word seriously – sometimes even at face value.
Think of well-known industry leaders: What they say, even speculatively, influences large groups. That is not accidental. It is a result of consistent presence, valuable insights, and credible visibility over time. As an aesthetic practitioner, becoming a reliable voice in your field – whether on skin procedures or regenerative medicine – can shape public opinion and attract referrals, media attention, and speaking opportunities.
Earned media vs paid media
One of the clearest distinctions between PR and advertising lies in control and credibility.
Advertising gives you full control over content and placement – for a price. You pay a publication and your message appears, exactly how you want it.
PR, on the other hand, earns media through relevance. You pitch a story to a journalist or editor. If it aligns with their editorial interest, they will publish it – often with changes. That editorial filter adds tremendous credibility. It is a third-party endorsement. You are not saying you are great; someone respected is saying it for you.
Moreover, advertising is one-way communication. PR is two-way – it involves interaction, engagement, and feedback. It allows you to build relationships with media, patients, influencers, and even policymakers.
Feature stories: The PR goldmine
Aesthetic medicine practitioners should prioritise evergreen, feature-based PR over breaking news. Features such as “Top 10 Anti-Ageing Clinics in India” or “Inside the New-Age Dermatology Labs of Mumbai” have long shelf lives. They are read, saved, and shared – much more than short-lived news announcements.
Additionally, the media loves roundups that showcase a mix of voices. Participating in expert panels, opinion pieces, or collaborative features helps you build recall and authority in a non-promotional way.
Mapping and pitching to the right media
Not all journalists cover everything. In fact, within healthcare media itself, some focus on pharma, others on devices, and some specifically on clinical aesthetics.
To succeed in media relations:
- Map journalists by niche (e.g., dermatology, cosmetic surgery, wellness).
- Identify the format they prefer (press releases, interviews, thought pieces).
- Tailor your pitch – highlight relevance, provide clear data, and suggest angles that align with current editorial trends.
Also, track media consistently. Monitor how you are being mentioned – and how your competitors are. Use tools like PR ROI (which estimates the advertising value of a media mention) or “share of voice” (which compares your media coverage with that of peers).
Handling crisis
Crisis management is a core component of public relations. Whether it is a service complaint, a viral negative review, or regulatory scrutiny – PR helps you stay composed, factual, and transparent.
The golden rule? Address issues early before they spiral. Always designate a trained spokesperson, and never speculate. Share facts, never personal views, and focus on resolving rather than deflecting.
In a field as reputation-sensitive as aesthetics, one mishandled issue can undo years of goodwill. Proactive, planned communication is key.
Using social media
PR today extends far beyond newspapers and magazines. For aesthetic practitioners, social media is an indispensable PR channel. Use it not to promote, but to inform.
Break myths, answer FAQs, explain procedures, share behind-the-scenes glimpses, and highlight patient testimonials (with consent). When done with consistency and integrity, this builds a personal brand that patients trust.
Remember, you are not just a doctor. You are a voice people rely on to make sense of complex aesthetic choices. Make that voice visible, approachable, and informed.
Point of reference
Your goal through PR should be to build a reference ecosystem. When someone speaks about dermatology in Pune or non-invasive procedures in India, your name should come up – naturally, consistently.
To build such a legacy:
- Associate your brand with other credible names (events, partners, authors, platforms).
- Think about the long-term image you want – not just awareness, but admiration.
- Share stories that connect, educate, and inspire.
Examples? Rajesh Khanna and Kishore Kumar. Tata Group and Ratan Tata. These associations were not built in a day – they were built through sustained visibility and meaningful storytelling.
From fame to legacy
PR helps you move from being just well-known to being respected and remembered.
- Fame is about being popular.
- Stardom is about admiration and connection.
- Legacy is about respect, credibility, and influence that outlasts trends.
Fame is fleeting. Legacy stays.
Influence with intention
PR is not optional anymore for aesthetic practitioners. It is essential. In a space full of competing voices, those who articulate their message with clarity, consistency, and credibility will always stand out.
You do not need big budgets. You need smart storytelling, stakeholder understanding, and continuous engagement – with media, patients, regulators, and peers.
Whether it is to build your clinic’s brand, launch new treatments, raise investment, or simply educate the public, public relations gives you the voice, the platform, and the power to make an impact.
And if you do not tell your story, someone else will. So why not lead it yourself?
About the author:
Devesh Purohit is the Founder & CEO of Legacy Matrix PR. He is a seasoned PR practitioner with over a decade of industry experience. His core expertise spans Image Consulting, Stakeholder Management, Content Strategy and Drafting, Public Affairs, Policy Research, and PR Strategy. He is the author of two books on Public Relations and the creator of Legacy Matrix – the world’s only PR intellectual property focused on legacy building for brands.