New Client Announcements: Elevating Clinical Authority with Dr Lamia Zafrani & Dr Samit Unadkat
You spend decades in the NHS or med school becoming an exceptional clinician. But when you step into the highly competitive world of private practice, being a good clinician is simply the baseline. True brand equity - the kind that attracts high-net-worth patients, secures B2B partnerships, and builds a legacy - requires transitioning from a personal clinical reputation into a definitive, commercially dominant brand.
This month, I am absolutely thrilled to officially welcome two phenomenal doctors to the RL Comms roster. Both are at the absolute top of their game, and both recognise the power of proactive, high-impact media strategy.
Here is a look at who they are and the strategic direction we are taking as I step in as their dedicated Brand Guardian.
Dr Lamia Zafrani, Consultant Gynaecologist, Pioneering Female Sports Health
Dr Lamia Zafrani is doing incredible, much-needed work in the female sports health space. We are embarking on a long-term communications partnership to cement her position as a global pioneer and the definitive media voice in her specialty.
For Dr Zafrani, our strategy goes far beyond standard press office management. My role as her commercial broker and strategic partner involves:
Securing High-Value Commercial Partnerships: Acting as her broker to negotiate B2B brand collaborations and fractional CMO roles, ensuring her Tier-1 clinical pedigree is accurately valued in the market.
Building Investor-Ready Foundations: Securing the authoritative Tier-1 media features necessary to lay the brand architecture for her future plans.
Dr Samit Unadkat: The Expert's Expert in Rhinoplasty
Kicking off our work together today, Dr Samit Unadkat is a Double Board Certified Facial Plastic Surgeon and Consultant ENT operating out of premium locations including the Cleveland Clinic and Harley Street.
Dr Unadkat is the true "expert's expert" - the highly skilled surgeon that colleagues refer their trickier revision cases to. While he has already built a fantastic educational foundation on social media and has a brilliant technical SEO team in place, my role is to bolt a high-impact PR engine onto his existing setup.
Our 80% aesthetic and 20% functional PR split will focus on:
Tackling Medical Tourism: Putting out strong, highly credible medical opinions on patient safety and the rising dangers of overseas, "botched" cosmetic surgeries.
High-Intent PR Anchors: Leveraging his expertise in ethnic rhinoplasty and functional nasal health (like seasonal allergies) to secure national press that drives high-intent, self-funding patients to his clinic.
The RL Comms Philosophy: Quality Over Volume
As always, my strategy with both of these incredible clinicians isn't about rapid-fire, low-tier vanity metrics. In surgical and specialised medical PR, we are playing a high-trust, high-impact game.
It is entirely about quality over volume. We are focused on securing the authoritative Tier-1 media features (think The Times, Vogue, and Tatler) that build undeniable, transferable brand equity.
Welcome to the roster, Lamia and Samit! I’m incredibly excited to get started.
Want to discuss your clinic's digital footprint and PR strategy? Email me to book a discovery call.
Written by Rebecca Lee - a specialist medical PR strategist and the founder of Rebecca Lee Communications. Described by Tatler as "a powerhouse of a PR," Rebecca acts as a dedicated Brand Guardian for the UK's most ambitious doctors, surgeons, and private clinics.