Robyn Bordes didn’t just stumble into success. She built it brick by brick with determination, resilience, and an unrelenting drive to be the best in a competitive industry. As the CEO of Illumination PR, Robyn has become a trusted name for medical professionals seeking to grow their practices, amplify their voices, and establish themselves as leaders in healthcare.
Her journey was far from easy. In an industry where perception is everything, Robyn had to work harder and smarter to be taken seriously, especially as a woman building her own agency from the ground up. Today, Illumination PR is one of the go-to firms for healthcare public relations—a feat she achieved through raw grit and an unwavering belief in her vision.
Breaking Through the Noise
When Robyn first entered the PR world, she faced an uphill battle. Public relations is not an industry for the faint of heart, and the healthcare niche brings its own set of challenges. Medical professionals are busy, highly specialized, and cautious when it comes to their public image. Winning their trust required more than a strong pitch—it required consistent results.
“Healthcare PR is not about flashy campaigns or empty promises,” Robyn explains. “It’s about trust. Physicians and practices need a partner who understands their world and can help them communicate authentically with their patients and communities. That’s where Illumination PR stands out.”
Robyn’s early days were marked by long hours, constant networking, and relentless self-education. She immersed herself in the intricacies of healthcare regulations, patient engagement, and media relations. Her determination to understand her clients’ needs on a deeper level became her competitive edge.
Grit and Determination in Action
Robyn’s story is one of perseverance. Early in her career, she faced skepticism from industry peers who doubted her ability to lead a successful PR firm in such a specialized field. Instead of being discouraged, she used the doubt as fuel to prove herself.
“It’s not enough to just have a seat at the table,” Robyn says. “You have to show up, deliver results, and make it impossible to ignore your value.”
And she did just that. Robyn began landing high-profile media placements for her clients in outlets like Forbes, USA Today, and MSN. These weren’t just vanity features—they were carefully crafted campaigns designed to build credibility, attract patients, and grow her clients’ businesses.
One of her most notable successes was helping a struggling physician group refresh its brand and reconnect with its community. Within six months, Illumination PR’s targeted strategy resulted in a 30% increase in patient inquiries and a significant boost in the group’s reputation.
“Sheer determination is what got me through the toughest times,” Robyn recalls. “When doors closed, I found windows. When people doubted me, I worked harder until there was no question about my capabilities.”
Becoming the Go-To PR Firm for Medical Practices
Illumination PR’s success didn’t happen overnight, but Robyn’s laser-focused approach to healthcare public relations set her apart in an industry crowded with generalists. She built a team of experts who understand the unique challenges faced by medical professionals, from navigating HIPAA regulations to building patient trust in a digital age.
“We don’t just do PR for the sake of it,” Robyn explains. “Every campaign is designed to solve a specific problem, whether it’s attracting new patients, improving online reviews, or helping a physician grow their personal brand.”
Her firm also offers physician brand management, a service that helps medical professionals expand their influence beyond the clinic. Through carefully negotiated brand deals, Robyn and her team have helped doctors leverage their expertise to secure partnerships with leading wellness companies, creating new revenue streams and enhancing their online presence.
Robyn’s approach echoes the sentiment of Steve Jobs, who once said, “The only way to do great work is to love what you do.” Her passion for helping others succeed is evident in her relentless pursuit of excellence for her clients.
Lessons in Leadership
As a leader, Robyn’s philosophy is simple: lead by example. She’s not afraid to roll up her sleeves, take risks, and make tough decisions when necessary. Her ability to inspire confidence in her clients and her team has been a critical factor in Illumination PR’s success.
“I believe in setting a standard of excellence and holding myself to it every day,” Robyn shares. “That’s how you earn respect and trust—not by talking about what you’re going to do, but by showing people what you’ve done.”
This mindset has earned her a reputation for integrity and results-driven leadership. Her clients know they can count on her to deliver solutions that work, and her team respects her for her unwavering commitment to their collective success.
What’s Next for Illumination PR?
Under Robyn’s leadership, Illumination PR continues to evolve. The firm’s focus on healthcare has positioned it as a leader in the space, but Robyn isn’t stopping there. She’s passionate about finding new ways to help her clients grow, whether through digital innovation, strategic partnerships, or expanding into new industries.
“Success is never a straight line,” Robyn says. “It’s about adapting, learning, and always looking for the next opportunity to grow.”
Her determination to keep pushing forward is what sets her apart. As Illumination PR continues to thrive, Robyn’s story serves as a reminder of what’s possible when hard work meets unwavering purpose.
Written in partnership with Tom White
