There are all sorts of approaches to marketing for businesses. Companies that sell products want the product to be valued and trusted. Companies that sell services need the people offering the services to be valued and trusted. Practicing medicine is a service, which means doctors, as people, need to be the cornerstone of marketing campaigns.
For doctors, one of the most important aspects to effective marketing is to build a valuable personal brand. Understanding how to go about developing that personal brand, including places to gain insight on successful methods, can help doctors establish and expand their medical practices.
Understand the importance of a valuable personal brand
A personal brand is the way you communicate your identity, values, and expertise to the world. As an article published in Harvard Business Review explains, a personal brand is different from a reputation. A reputation is how people see you from your actions – how hard you work, if you show up to work on time, if you’re nice to patients. A personal brand, on the other hand, is how you *want* people to see you.
A personal brand is the unique way people perceive you. Yes, your skill-set is important, but just as important are your personality and your values. This brand allows you to showcase how you are unique to prospective patients, usually by crafting a personal story that makes patients want to connect with you.
Creating a strong personal brand enables you to expand your professional network, interact with fellow medical professionals, and engage with thought leaders in the healthcare sector. It also opens doors to exciting career prospects and collaborations. And maybe most important, a well-established personal brand can position you as a credible authority within your field, leading to all sorts of industry opportunities.
Be deliberate online to build a personal brand
One of the most effective ways doctors can build a valuable personal brand is by paying specific attention to your online presence and the content you share with existing or potential patients. How you appear on websites, in online reviews, and in your social media posts all play a role in shaping how others perceive you professionally. Whether you have 100 followers or thousands of them, potential patients, colleagues, or industry leaders often rely on these online platforms to form opinions about your expertise and credibility.
Maintaining a positive and professional online image is among the key ways to establish trust in the healthcare industry. When it comes to social and online messaging, pay attention to some of the things specific to medicine like patient privacy, ethical guidelines, and the diversity of your audience. Balancing informative medical content with sensitivity and discretion can be used to your benefit as a doctor, because patients overwhelming want doctors who have a personal brand centered around trust.
Network your personal brand
Networking is a powerful tool for growing professional connections and leveraging those connections within the healthcare community. Actively participating in industry events, conferences, and online forums can provide opportunities to engage with like-minded professionals, learn from peers, and potentially collaborate on projects.
One of the best ways to build a valuable personal brand is to find events where you can serve as a speaker. Giving an effective speech that highlights your personality allows you to become more than a name on a website to those who attend. While public speaking may seem daunting, there are a number of tips you can use to give an effective speech, which is certain to improve your personal brand.
Tap into mentors for advice
Another effective way doctors can build a personal brand is by relying on the experience and expertise of those who have gone before them. By seeking mentors, doctors can gain valuable insights, advice, and support about their profession, using that information to analyze and adjust how they are perceived by existing and potential patients. There’s another benefit: collaborating with peers and experts on relevant projects, research, or educational initiatives can further enhance your brand’s reputation and expand your professional career.
Having a valuable personal brand can be the difference for a doctor whose patient base is stagnant versus another doctor whose practice is booming. Think about that doctor whose practice is stuck in neutral, even though the doctor has a wonderful reputation and treats patients well. More likely than not, this doctor hasn’t done enough to build his or her personal brand. Effectively communicating your expertise, value and personality is the best place to start. Using online tools and networking events can help you spread that message. And it’s always valuable to find mentors who will help you shape your own personal brand.
