About Dr. Michael Christopher

Dr. Michael Christopher is a board-certified dermatologist and expert dermoscopist whose clinical outcomes reveal a significant gap in melanoma detection.

Each year, he identifies approximately 150–215 melanomas, compared with an Arizona state average of approximately 17 per dermatologist. His results highlight the impact of consistent dermoscopy use and the limitations of traditional visual skin checks.

With approximately 70% of dermatologists not using a dermatoscope to evaluate every lesion, Dr. Christopher has become a powerful voice for better detection standards, patient education, and early diagnosis.

DPM’s campaign was designed to move the conversation beyond sunscreen and into a broader discussion around early detection, preventative health, longevity, and patient advocacy.



42

Pieces of Coverage

1.6

Million Online Readership

Their Challenge

A Critical Gap in Melanoma Detection
Dr. Christopher’s clinical outcomes reveal a significant gap between what modern dermatology can detect and what is routinely practiced. Despite the importance of early detection, dermoscopy is not consistently used during skin examinations, leaving potentially dangerous melanomas undetected.
The challenge was to bring this issue to light and help patients understand that how a skin examination is performed can matter as much as having one.

Breaking Through the Traditional Skin Cancer Conversation
Melanoma messaging is often dominated by sunscreen, sun exposure, and prevention. Dr. Christopher needed to broaden that conversation to include early detection, screening standards, dermoscopy, and patient advocacy.

Our Challenge

DPM’s challenge was to transform a highly technical clinical issue into a compelling, accessible story that would resonate with consumers and national media. Dr. Christopher’s melanoma detection rates provided a powerful proof point, but we needed to translate the data into clear, newsworthy narratives while establishing him as a leading voice on melanoma detection and higher screening standards.

The second challenge was expanding the conversation beyond traditional dermatology media and creating relevance across national health, wellness, longevity, preventative health, TV, broadcast, and podcast platforms. DPM needed to develop multiple seasonal, educational, and news-driven entry points to sustain visibility and build a long-term platform around early detection and patient advocacy.





Goals

Building Awareness, Authority & Advocacy Around Early Detection

DPM set out to:

  • Educate Consumers: Explain the importance of dermoscopy and what patients should expect from a thorough skin examination.
  • Establish Dr. Christopher as an Expert: Position him as a leading authority on melanoma detection and early diagnosis.
  • Expand the Prevention Conversation: Connect melanoma detection to preventative health, longevity, and healthy aging.
  • Empower Patients: Encourage consumers to ask better questions and advocate for higher screening standards.
  • Build National Visibility: Secure meaningful opportunities across national, local, TV, broadcast, podcast, and health media.
PR Strategy

Positioning Dr. Michael Christopher as a Leading Voice on the Melanoma Detection Gap

Education-Led Storytelling: DPM built the campaign around a clear message: early detection is one of the most overlooked components of melanoma prevention.

Data-Driven Thought Leadership: Dr. Christopher’s exceptional melanoma detection rates became the foundation for compelling media narratives around dermoscopy, screening standards, and early diagnosis.

Prevention & Longevity: DPM expanded the conversation beyond dermatology, connecting early cancer detection to preventative medicine, longevity, healthy aging, and health optimization.

Timely Media Outreach: Seasonal and news-driven opportunities—including summer skin health, travel, outdoor activity, Healthy Aging Month, fall skin checks, and breaking melanoma stories—provided ongoing media entry points.

Multi-Channel Visibility: Outreach targeted national and local media, TV and broadcast, podcasts, health and wellness outlets, and longevity-focused platforms to build both reach and credibility.

Results

Our Results

Turning a Specialized Medical Issue Into a Broader Health Conversation

DPM secured local and national media placements across digital, broadcast, TV, and podcast platforms, expanding Dr. Christopher’s visibility beyond traditional dermatology coverage.

MEDIA IMPACT:
  • National & Local Media: Expanded Dr. Christopher’s reach across high-profile consumer and regional outlets.
  • TV & Broadcast: Secured television opportunities to bring the detection message directly to consumers.
  • Podcast: Created opportunities across health, wellness, longevity, and preventative health platforms.
  • Thought Leadership: Shifted the conversation from sunscreen and seasonal awareness toward early detection, preventative health, and higher standards of care.
WHY IT MATTERS:

Dr. Christopher’s campaign demonstrates how DPM can take a specialized medical issue and turn it into a larger national health conversation.

By combining clinical expertise, data-driven storytelling, and strategic media outreach, DPM positioned Dr. Christopher as a credible voice on melanoma detection while educating consumers about the importance of earlier, more accurate screening.

This is not simply a visibility campaign—it is an education-driven public health campaign designed to empower patients and raise awareness around better standards of care.




Media Coverage