Personal Brand Equity Exists at the Core of Medical Marketing
In the market for healthcare professions, more than anywhere else, the personal brand equity of the doctor makes a crucial difference. This professional is primarily about an inherent trust between the doctor and the patient, and the entire professional relationship is based on this foundation. Therefore, medical marketing experts must take into account how to promote the doctor’s personal brand equity while promoting medical practice marketing.
In the Internet and mobile era, the opportunities to develop and promote personal brand equity are enormous. Branding is no more the exclusive domain of large and financially powerful businesses that can spend high amounts of money to create and nurture their brand image. In today’s times, it is possible for a doctor to cultivate an effective personal reputation online and leverage that reputation to build a personal brand.
Image building can begin with simple efforts such as creating an original, interesting and informative blog and writing one or two posts per week consistently to generate reader loyalty over a period of time. Such efforts do not require any marketing investment, and can yield better results in terms of building an online brand value. Social media engagement and online public relations efforts can connect the medical professional and healthcare practices with a large number of potential patients across websites, online discussion forums and social networks.
A carefully nurtured online reputation and personal brand equity will lead to significant outcomes in terms of trust building with new, potential patients in the local area where the doctor’s practice is based. Perceptions matter the most in marketing, and it is incumbent upon an enterprising doctor to not only do right, but be seen to be doing right. This desirable exposure can be generated most effectively, practically and affordably through committed and consistent online engagement across multiple Internet and mobile channels.