A lot of time and energy is spent discussing the need for leaders, professionals, and just about everyone who is interested in advancing their careers to develop a robust personal brand.
Make fun all you want...personal brands matter in the modern world of work.
Physicians Are Actually Small Businesses
The need for us as leaders to grow our brands is critical as we navigate the relatively new and fast-paced digital world that dominates life.
But what about physicians? Aren't they 'automatically' immune from such a need? Aren't they special simply because society needs them, and therefore by default, they already have the value the rest of us are striving to achieve?
Building a Practice = Building a Business
Some physicians are fortunate, in that they are hired into a group practice, or a health system with a built-in pipeline of patients waiting to be seen (and billed!)
However, the competitive landscape to attract doctors, the constantly evolving models of care delivery, and the flood of younger physicians who are interested in stepping away from traditional academic medicine have turned the provider side of healthcare on it's head.
For example...several years ago one of my hospital's new Residents announced his 'match' to us on his Youtube channel. The world has changed!
Yet, how does a young, or not so young physician, build a new practice, expand an existing practice into a new market, or relocate to an area that is completely foreign to them?
How do they generate the patient volume to ensure the practice is viable; oh, and also earn a living?
Patients do not automatically arrive at the doctor's doorstep, particularly in a world of non-compete agreements, closed medical staff models, and restricted access to admitting and treating patients.
Brand, Brand, Brand
This is where the savvy physician embraces the exact same concepts you and I have used for years to develop our brands. It's not difficult, it simply requires focus and attention.
- establishing a social media presence across a few of the major platforms
- sharing meaningful content: professional, personal, thought leadership
- blogging (not giving medical advice, simply talking about health, wellness, their specialty or sub-specialty, etc..)
- engaging with followers (again, not giving medical advice, rather, humanizing themselves vs. a sterile white-coated old school presence)
How About You
Getting started is not nearly as difficult for our physician colleagues as they might think. We need to take the time with them to not only educate, but to provide real-world, and real-time support from our own experiences to show them the way.
What do you think?
I'd love to hear from you.
pic is from this great article