I don’t want to debate the definition of ‘brand’ (I can’t tell you how many debates I’ve had with owners about brand equity). So, let’s use the definition provided by Alex Harmozi in this 30-second clip, which is how I remember it and use it to guide my decision-making.
In short, branding is teaching behaviour at scale.
In the world of healthcare and rehabilitation, a clinician who has no brand assets (website, social media, podcast, etc.) will be perceived as a commodity. That’s the behaviour of the patient. A clinician from one clinic to another is essentially the same.
Where does a personal brand start?
It starts with the perception of your past and current patients. I used to have this debate with my previous boss, the CEO of a large healthcare company, that no one cares about the company brand. The brand is established between the clinician and the patient. The debate was important because I wanted to put resources to promote the brand of clinicians but we ended up spending large amounts of money on consultants to figure out the brand of the company. This was more than 10 years ago. My position on the matter couldn’t be more true now, with social media ingrained in our society.
Now, if we agree that the brand is between the patient and clinician, then a clinician’s performance is the key. That is, are patients achieving their individual milestones and outcomes? Are patients falling off? What is your PVA? What is your treatment plan methodology? How are you graduating patients? If you are not using a clinician scoreboard to track these key performance metrics, then you are essentially blind to your performance.
Do you own your brand assets?
Let’s take the simple case of your profile on a clinic’s website. Who owns that page? You the clinician? No. The clinic owns it. Now, let’s say you move on from that clinic. What do they do with your profile page? They take it down. If you don’t have your own website then, for this brand asset, you are not in control of your digital footprint online. Try this exercise. Make a list of every web asset where you are listed. Now label which ones you own and which ones you don’t. You’ll find most you don’t own.
Where do you go now?
Step 1: Be intentional about your brand
There are plenty of resources to help you define your brand as a clinician. As per the definition, this will have patients behave differently towards you as compared to a clinician with no brand awareness. For example, if you have a social media account dedicated to showcasing your personality for current and potential patients, you’ll have a leg up on a practitioner who doesn’t.
Step 2: Start setting up online brand assets
These are assets that you should own or have someone manage for you. The simplest method is creating a Link Hub (often found within your profiles on social media) where you can direct patients directly to important links, such as your direct booking link, patient testimonials, informational resources, and more. This makes it convenient for patients to access the information they need quickly. It's also beneficial for maintaining consistency across various online platforms. Another option is to have a one-page website about you where you can direct to all your online assets. It can include key information about your services, contact details, appointment booking, and a brief overview of your practice's mission and values.
Step 3: Evaluate your personal brand
Use the following list of questions to determine the current state of your personal brand and identify the areas in which you need to improve.
- Have you set at least one value and belief? A principle that guides your actions and decisions. It reflects what you stand for and what matters most to you.
Yes
No
I'm not sure
- Do you have a unique selling proposition (USP)? This is what sets you apart from others. Items that make you valuable and memorable.
Yes
No
I'm not sure
- Have you intentionally set your visual identity? This includes elements like your appearance (e.g., clothing style, grooming), personal logo (if applicable), colour schemes, and overall aesthetics that represent you.
Yes
No
I'm not sure
- From 1 to 10, how much effort have you put into your online presence? Your digital footprint plays a significant role in your personal brand. This includes your social media profiles, website, blog, and any other online platforms where you showcase your expertise and personality.
- From 1 to 10, how happy are you with your communication style? How you communicate, both verbally and in writing, shapes how others perceive you. This includes your tone, language, clarity, and ability to convey your message effectively.
- From 1 to 10, how consistent are you? Ensuring consistency across all aspects of your personal brand, including messaging, visuals, behaviour, and values, reinforces a strong and cohesive image.
- Do you know how many family/friend referrals you get per month? Networking and Relationships: The connections you cultivate and maintain can contribute to your personal brand. Building strong relationships, networking effectively, and fostering a positive reputation.
Yes
Not sure
Now that you know what you’re doing well and what needs improving, it’s time to get started! A great way to do so is by sharing a personal story. Sharing your journey, experiences, challenges, and successes can humanize your brand and create emotional connections with your audience right off the bat.
