More than ever before, doctors need to differentiate themselves, by personal brand and professional reputation, amongst the intensely competitive field. The market will be incredibly competitive after the effects of COVID-19. Therefore, it’s important to start building, reviewing and strengthening your brand now. As doctors say, “an ounce of prevention is better than a pound of cure,” therefore, it’s vital to have a strategy in place to lay the foundation of your brand.
What Is Branding?
Being trained in the field of science, a certain amount of skepticism about the concept of branding is normal. However, in this shifting medical landscape, personal branding is imperative. Whilst there are a plethora of consultants that claim to be able to build your brand for a set fee, ultimately branding is personal and organic. It is about evolving a brand with meaning and purpose which reflects who you truly are, as a person and as a physician. Each brand is unique and derived from beliefs, values and identity. It shouldn’t feel forced. So, although hiring an effective brand specialist who can develop your brand through elaborated logos, leaflets, websites and more can be a wise investment, always remember that the best person to build your brand is also you. If you do choose to appoint a brand or marketing specialist, work hand in hand with them, on daily basis to control and elevate your brand.
Behind your qualifications, career path and experience, patients want to see a human behind the professional. When it comes to building your personal brand, authenticity is key. What makes you unique? Cultivating your brand is about setting yourself apart from other physicians. Dr. Leila Soudah, a new generation Ob-gyn in Dubai, has partly built her brand through her personal fitness hobbies, education commitments, and wellness guru personality.
The Importance Of Branding
Especially within the rapidly evolving field of Aesthetic and Anti-Aging Medicine, branding gives you a sustainable competitive advantage by making you emerge as a thought leader in this innovative field. Cohesively branding you and your practice has tangible rewards. Aside from creating a framework for greater commercial traction, you will build your personal brand too. A doctor’s reputation is their most valuable asset. Instead of passively waiting and hoping for a sound reputation to develop, you can actively mold and shape your reputation now, through purposeful branding.
Having a strong brand allows you to develop a standing that makes patients want to trust you and be in your care. Judicious brand associations with training institutes and public health initiatives can allow your patients to have a greater context to align themselves with, thereby fostering seamless brand integrity. So don’t hesitate to put your accomplishments and successes on display with confidence, using a voice that resonates with your essence and message. It will pay off in the long run.
How To Manage Your Online Reputation?
With the dominance of social media, physicians must be mindful of their reputation. It is evident that the digital world has permeated our lives in all aspects. When patients need medical assistance, 77% of them start their health care search online. Patients are provided with so much information that they can choose their physicians based on Google results. It is therefore imperative to invest in growing a strong online presence in order to be visible. One of the many ways to do this is by actively asking your customers to systematically leave reviews on your social media platforms or on Google.
Keeping your social media channels such as Facebook or Instagram is nowadays a must for any physician interested in branding. This involves consistently posting photos, updates and events to keep patients informed and engaged. The rate of change in social media can be overwhelming. Below are tips to provide a helpful starting point:
1. Define your ideal patient and audience
2. Create accounts on the social media platforms (Instagram, Facebook, You Tube, Twitter)
3. Focus on publishing regular high-quality useful content: don’t hesitate to ask your staff to record videos of you explaining your techniques, your results or shooting a medical treatment (if your patient consents)
4. Incorporate pictures such as when you attended a conference.
5. Be active by following other physicians, joining groups and discussions, asking questions and responding to comments.
Creating a personal website can help you keep control of your personal brand and manage what you share with your patients. This can be considered even if your personal profile is already included on a page of your clinic’s website. Include the following in your website:
• Testimonials and reviews. These reviews are valuable and represent your rating. Be proactive and motivate happy patients and staff to leave positive reviews.
• Blogs where you share knowledge, thoughts, news and updates.
Google My Business (GMB) is an alternative platform to post information and is vital for a strong digital presence. A feature known as ‘The knowledge card” is a useful place to post regularly to benefit both physician and patient.
Your Brand Is More Than Just You
Ensure that your staff and colleagues represent similar values and beliefs. Everyone on the team should carry your brand. If patients have a bad experience with your admin staff, for example, that affects their opinion of your brand. Patients expect a consistent experience in their health care. Every interaction with a patient is an opportunity to establish and grow your brand. Make it a point to have regular meetings with staff to reinforce this.
Whether your work in a clinic or hospital, your physical space reflects who you are. For example, Aesthetica clinic, one of the first high end clinics in Dubai, chooses a classic yet timeless look and feel. This is clearly representative of their brand. For your medical practice, the brand also extends to senses! it is also what your patients see, feel and hear. Even smell matters, so why not consider a customized smell throughout your clinic to reinforce your identity and trigger patients’ emotions.
Get Out There
Take advantage of the many conferences and events that are available in Dubai and around the world. For example A4M offers events aimed to ensure all medical professionals like you are up to date with the latest research. You will walk away with new ideas, and a wealth of new like-minded colleagues!
Attend courses to build up your experience and knowledge to take back to your clinic and build up your professional accomplishments. For example, IMA offers advanced aesthetic courses and more to offer international level training for all healthcare professionals.
Connect with the experts that are attending and shoot videos with them. Ensure you collect a nice range of professional photos of you learning, networking or as a speaker, which can then be shared on the social media platforms.
Physicians Building Their Brand
You just need to have an Instagram account to be inspired by the effective and inspiring profiles of successfully branded physicians.
Dr. Dana Hamwi, an extremely successful doctor and brand ambassador for diet is a great example of how physicians can exploit media, social media and the digital space to build their brand, business and expertise.
Dr. Sarah Agha is a general medicine doctor who converted to aesthetic medicine in Dubai and actively builds her personal beauty brand on Instagram with 22.000+ followers
Dr. Mehri Pourkand is another cosmetic medicine doctor in Dubai who actively started building her brand and expertise on social media with many informative photos and videos of her work.
Olimpia carmen, a longstanding laser specialist based in Dubai is constantly populating her Instagram pages with new before and after photos showing a track record of her active work.
Be inspired to become a trend leader in healthcare by first following today’s leaders in your field, and don’t be afraid to make the jump to grow your project and vision with branding.
Developing a solid brand does not happen overnight. It takes time, patience and effort but it is never too early to begin defining your personal brand.
