Beyond referrals: Building your doctor brand in the digital age

Adgully Bureau |

In today's digital world, personal branding is no longer a choice for medical professionals; it is a need. The conventional approach of a doctor developing their business primarily through referrals and word-of-mouth is altering. Patients are increasingly using the internet to investigate doctors before scheduling an appointment. As a result, it is critical for doctors to have a robust digital presence. Doctors need to showcase their domain expertise by sharing invaluable information to patients thereby gaining trust as well as building a community. 

Doctors can build a personal brand through public relations by engaging with the community, sharing expertise in media and journals, and participating in public events. This approach showcases their knowledge and care, creating trust without direct advertising. Here’s how PR can help doctors create a personal brand without advertising themselves.

Create a Professional Website:

Your website serves as your practice's digital front door. Make sure it matches your professional image, is simple to use, and informative. Please provide details about your training, job history, services offered, and any related certifications. Update information often to demonstrate your commitment to staying current in the business.

Optimising online profiles:

Fill out and update your entries on review websites, professional networking sites, and healthcare directories on a consistent basis. Provide a professional biography, specific contact information, and details about your practice. This raises awareness and accessibility for prospective patients seeking reliable medical practitioners.

Patient testimonials and reviews:

Encourage satisfied customers to leave positive feedback on reputable review platforms. React professionally and compassionately to both positive and negative feedback. This improves your online reputation and demonstrates your dedication to patient pleasure and continuous improvement.

Engaging Social Media:

Choose social media platforms that support your career goals. Provide informative health advice, news, and updates on an ongoing basis. Interact with your audience by responding swiftly to messages and comments. Social media is a great way to personalise your practice and engage with people on a more personal level.

Educational content:

Distribute instructional and useful information in your field of expertise. These might be quick 3D films, infographics, or blog posts. Establish yourself as a thought leader in your business by providing intelligent comments that are relevant to your target audience.

Continuous Monitoring:

Set up Google Alerts for your name and regularly monitor your web visibility. Correct any incorrect information immediately, and take aggressive actions to protect your internet reputation by monitoring patient evaluations.

Using Telehealth Platforms:

If appropriate, consider offering telehealth services and advertising them online. Emphasise the accessibility and convenience of virtual visits, and provide patients with clear instructions on how to schedule them.

Online Security and Privacy:

Make internet privacy and security a top concern. Instruct your employees on the most secure ways to handle patient data on the internet, and ensure that all applicable data protection and healthcare regulations are followed.

Creating a personal brand through a digital presence is a dynamic and continuing endeavour. It's an excellent tool for doctors looking to recruit new patients, build trust, and cultivate a loyal patient base. You can efficiently establish and maintain a strong digital brand by creating a professional website, using social media, publishing high-quality content, optimising for search engines, maintaining your reputation, networking, and remaining up to date. By doing so, you not only improve your profession but also positively contribute to the health and well-being of your community.