Dr. Karen Litzy talks with Reena Goodwin, founder & CEO of FACTEUR PR and host of the Grow Your Wellth podcast, about why brilliant clinicians often stay invisible and how to change that without chasing trends or burning out. They cover the difference between credibility and authority, how earned media compounds into patient trust and speaking opportunities, and why AI tools are reshaping how patients and referral partners find providers. In this episode, Karen and Rena also unpack a practical framework for positioning, proof, press, promotion, and profit, plus specific ways clinicians can adapt their websites and messaging for AI discovery. If you are a healthcare provider trying to grow your practice, this conversation is about building lasting visibility that works beyond social media. Key topics · Why many clinicians have strong expertise but weak visibility—and why the gap is often messaging, not skill · The difference between credibility and authority · Why clinicians should lead with the problem they solve, not just their job title or procedure · Rena's authority map: an inverted triangle that moves from a broad category toward a provider's unique "special sauce" · How to guide patients from educational content to a specific niche and, eventually, booking · Healthcare PR compliance considerations, including HIPAA, testimonial rules, state practice acts, and patient privacy · Why patient stories need careful handling and can be paired with studies, research, or less-specific proof points · Rena's Path to Prominence framework: positioning, proof, press, promotion, and profit · Why national media can build trust for local practices · Ways to repurpose a press feature for waiting room screens, social media, blogs, AI discovery, media kits, ads, books, and speaking opportunities · How AI is changing search and provider discovery · Why FAQs, blogs, and question-based website content can support AI discovery · Rena's CRIT prompt framework for clinicians: Context, Role, Interview, Task · Why sustainable brand building is about durable authority—not being everywhere or chasing virality · How earned media can compound into stronger referrals and credibility over time Timestamps (00:00) Why brilliant clinicians stay invisible (01:59) Credibility versus authority in healthcare (03:17) Why problems sell better than job titles (04:23) Building an authority map for your niche (07:25) Sharing patient stories while navigating compliance (11:40) The Path to Prominence framework (12:08) Positioning: claiming a category of one (14:04) Proof that supports your messaging (14:33) Why national earned media matters (15:51) Turning one press hit into 15 uses (17:41) How authority can lead to profit (18:34) Diversifying beyond your clinical time (20:10) How AI is changing patient and referral discovery (21:05) Why earned media drives AI citations (22:44) FAQs and blogs as AI-friendly content (23:22) The CRIT prompt for building an authority map with AI (25:53) What sustainable brand building looks like (28:06) Why chasing visibility can lead to burnout (29:21) How earned media compounds over time (31:51) Getting started with PR without a big social following (34:26) Dream publications and broadcast targets (35:31) Non-negotiable wellness habits (36:26) Lessons from Columbia Records: be fast and accurate (37:36) Why to stop leading with "technique" (38:27) Healthy, wealthy, and smart in real life (39:28) Where to find Rena Goodwin (40:05) Free webinar and AI discoverability tools More about Reena: FACTEUR PR was founded in 2016 by Reena Goodwin to bridge a critical gap in the industry, helping women's health, wellness, and aesthetic brands earn the recognition they deserve, not by chasing algorithms but with authority. With over 17 years of experience in public relations, media relations, and brand strategy, Reena has helped founders, clinicians, and brands secure national media coverage, build authority, and grow their businesses with intention to make an impact. In addition to FACTEUR PR, she is also the host of the Grow Your Wellth Podcast, supporting entrepreneurs with business and marketing insights to help scale their brands without burnout. Goodwin has been recognized throughout her career by New York Times bestselling business author Chris Guillebeau and in the New York Times bestselling business book The Freedom-Based Business Method by Natalie Ellis, as well as by Architectural Digest, Inc., Martha Stewart, SavviHer, PR Couture, The PR Net, PRSA, Career Contessa, Carnegie Mellon University, Crain's, and the Dayton Daily News, among others. Resources from this Episode: Instagram: www.instagram.com/reenasgoodwin and www.instagram.com/facteurpr Website: www.facteurpr.com Podcast: www.growyourwellthpodcast.com Free Gift Jane Sponsorship Information: Book a one-on-one demo here Front Desk @ Jane Mention the code LITZY1MO for a free month Follow Dr. Karen Litzy on Social Media: Karen's Twitter Karen's Instagram Karen's LinkedIn Subscribe to Healthy, Wealthy & Smart: YouTube Website Apple Podcast Spotify Stitcher iHeart Radio