The personal brand of a doctor is the key to success in the medical business

The development of the medical services market requires from the doctor not only professional knowledge and experience, but also the ability to correctly position himself, create a personal brand. What is a doctor-brand, what tools does a modern doctor need to increase competitiveness and attract patients, Nina Kulchevich told estet-portal.com – founder of PR agency Victory PR, PR specialist, personal branding expert.

Nina Kulchevich, founder of PR-agency Victory PR, specialist by PR, Personal Branding Expert

– What changes have occurred in the doctor's personal brand today and ten years ago?

– Ten years ago, no one even thought about the personal brand of a doctor. In Soviet times, the attitude was formed: the doctor knows best. Two factors played an important role – professional medical degree and good references. Having a professorship, the doctor was provided with a flow of patients, as was the doctor, whose name and phone number were passed from hand to hand. In addition, in the absence of the Internet, patients were more willing to listen to the opinion of a specialist.

Due to a lack of understanding of the instruments, the attitude that medicine is free, and the crisis in the country, doctors did not have the opportunity to improve their qualifications. The Internet and computers were a luxury, and the chance to go somewhere to study – great luck for the "special" ones. However, private clinics still appeared that offered services on a paid basis, but more comfortable for patients. In our time, the transition at the state level from state to private medicine is just around the corner. Market relations imply freedom of choice and competition, which means that the rules of the game are changing.

The ability to inform potential clients, provide them with not only medical care, but also a more comfortable service – that's going to be the key ingredient. Doctors-brands clearly get an advantage in the number of patients. Doctors needed to understand both their practice and marketing tools, as well as understand how to build a reputation. Those who do not hesitate to be more visible, share their experience, share knowledge with a wide audience, work not only in the office with the patient, but also on their promotion will be able to win the competition.

First of all, the reputation of private clinics can be built on the first persons, that is, on the key doctors who provide certain types of medical services. Accordingly, it is necessary to demonstrate continuous professional development, the presence of the right professional solutions, satisfied patients, and so on.

– How can a doctor increase competitiveness and loyalty to himself using practical tools for building a personal brand?

– It is important to constantly inform about your achievements, experience, knowledge. Provide comments, publish expert and review articles in key publications read by patients. Make additional consultation meetings. Talk about innovations in the field of your specialization, hold master classes, open meetings with colleagues and be an active player in the market. It is important to develop and spare no time for useful information for the patient. If you are a restorative dentist, you should report the latest and greatest in this area. Do not be afraid to comment on news regarding the legislative framework and problematic areas of healthcare. Be open to patient questions. And don't forget to share your feedback about your work.

– What are the main mistakes doctors make in positioning themselves?

– It is difficult to evaluate positioning until most clinicians have an understanding and knowledge of what positioning is. As a rule, everything is done on their own, without resorting to professionals, intuitively. However, there are good examples of positioning, in particular, pediatrician Komarovsky. A well-crafted image, in which there are all the components necessary for the target audience (mothers). There is an established authority – thanks to television programs, a website, instructional videos. Analysis of the most urgent problems of mothers helps to get an education as quickly as possible, which is so necessary and missing. After all, caring for a baby and raising a child is not taught in schools and institutes. Often mothers look for advice from each other, and the opportunity to get a doctor's consultation, which is in the information space (i.e., radio, TV, newspapers), forms trust in him. As a result, there is an increased demand for medical services.

Doctors' biggest mistake – modesty and the desire to let everything take its course. Doctors of the old school believe that it is not at all necessary not only to talk about your achievements or grateful patients, but even to write in information about yourself on social networks something other than your first and last name. But even the phrase "Pediatrician with 15 years of experience" instead of "I love daisies and romances" can attract new patients.

– What should a doctor use to build a personal brand: media, blog, personal website?

– Media – acting as an expert, commenting on certain requests from journalists.

Blog – to convey information about novelties in the field of specialization, to give advice to patients, an expert assessment of news on the topic of healthcare, to share your opinion about drugs.

A personal website is needed as a business card, where patients can view detailed information about the doctor and his experience, reviews, ask questions, understand where and when to contact, get urgent advice.

A personal page on social networks is a must for doctors who want to be opinion leaders and shape their areas of specialization. Journalists often use social networks to find experts and communicate with them.

Would you like to receive a lot of valuable information and learn how to apply it in practice in order to increase your competitiveness and win the trust of patients? Do you want to create your personal doctor brand? Then hurry up to register for participation in the unique event "Day of Marketing for Medical Business", which will be held on January 28, 2017 in Kyiv. You will have a whole day of useful reports and a lot of opportunities for business development!