Of all the things that they forget to teach you in medical training, marketing is certainly one of them. More and more patients are turning to online sources to find a physician. They may look at your website, but they are also likely consulting online reviews and listings as well. Branding is more important than ever if you want to attract the attention of these patients, whether you are just starting out or are already an established physician. In this case, branding isn’t necessarily about logos and taglines. Simply put, a physician’s brand is essentially equal to his or her reputation. What patients think about you, how well-known you are in your community, your online presence–that is your brand.

Cultivating your brand is all about setting yourself apart from other physicians. To a great extent a doctor’s personal brand is shaped by the message that is crafted and present. Some tools for creating that message would be making sure it

1. Connects you with people quickly
2. Shares value, benefit and opportunity
3. Piques interest
4. Inspires referrals
5. Builds a positive image.

When you have put in the time and effort to determine the main themes of your brand through honest self-reflection and self-awareness, the end result will have an authenticity about it. Branding yourself sounds like a daunting task, but it’s really all about taking what you do best and amplifying it. You know yourself better than anyone else. You know your strengths as a physician, and how you can best help patients. This is your brand, and this is how you set yourself apart from others. Using social media channels and other online tools for promotion can help physicians market their unique skills to potential patients, educate their communities about vital health issues, and connect with colleagues for local and even global collaborative projects. At least 70 percent of patients shop for physicians online, so a personal brand and online presence have become essential elements of modern medical practice.

Different social media channels reach different audiences and demographics. Younger patients were most likely to see messages on TikTok and Instagram. Facebook is better for reaching patients 55 and older. LinkedIn is good for business-to-business communication, while X is helpful for sparking conversations or connecting at conferences. YouTube content is also an option and connects well to other channels. These channels are all useful for disseminating educational messages, which is both part of establishing a brand and a vital part of being a doctor. All this being said, if you haven’t started yet, it’s time to put down your stethoscope, log into your social media accounts, start taking charge of your online reputation and create your physician brand.

Stay tuned for more on this topic, and if you would like a free consultation on this subject reach out to our Pacific Companies Marketing Department anytime. Contact sdoyle@pacificcompanies.com.