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How to Build Your Own Personal Brand

  • Writer: The Patient Whisperers
    The Patient Whisperers
  • Jul 1, 2023
  • 3 min read

Updated: Aug 5

As published in the July 2023 issue of Ophthalmology Business Minute. To subscribe, visit their website.


Building a brand for yourself, as an expert in your field, can be extremely valuable and open tremendous doors of opportunity. Early in your career, this can enable you to build a following and reputation no matter where you are: starting a fellowship or joining a practice. Especially if you plan to start your own practice someday, investing in your personal brand now will reap future rewards. 


If this is one of your goals, let's dive into a few key elements that will set you up for success!


72% of Gen Z and Millennials follow influencers on social media.(1) Social media is the easiest and most effective way to build your personal brand as an 'eye expert' influencer. 


We've got some great and not-so-great news: It's never been easier to get in front of people. It's also never been harder to actually get people's attention. So, what does it take? 


1. Are you ready to be an 'expert' influencer? 


This takes time, commitment, intentionality, and passion. Consistency is key, and so is the right personality: will you actually enjoy this? People will be able to tell if you don't. This needs to be something that doesn't feel like torture. 


2. Define your voice, your unique viewpoint. 


In a world where people can portray whatever filtered image or misinformation they think will gain followers or views, people are craving authenticity, realness, and connection. People can Google answers to eye questions, they'll follow you and engage because of YOUR perspective and personality. 


3. Learn the strategies of awareness, engagement, and connection on social media.


Following a clear strategy will make your life easier and give you confidence in producing the right content that will resonate with your audience (We can help you with this.). 


4. Video is King. 


Studies show that video is the most effective and engaging content on social media. Keep in mind, the viewer wants to see authentic, relevant content MORE than high production value. Focus on good lighting (a ring light is your friend!) and minimal background noise. 


5. Deliver relevant content to reach and engage new people. 


The top performing video content is: trendy (cultural moments, news), humor, interactive (polls), authentic behind-the-scenes content, educational/informational content (tutorials, expert opinions), and content that reflects your passion/values (diversity, inclusivity, equality, etc.). Be aware of your practice's social media policy and never include patients or people at work without consent in your content. 


6. Pick your channels. 


For this purpose, the best channels for sharing videos for engagement are Instagram, YouTube, TikTok, and Facebook (in that order). LinkedIn will be your tool for colleagues, industry connections, and brand building. 


If your intent is to build a strong personal brand, there's a huge opportunity to differentiate yourself through social media. People want to see 'behind the curtain' and feel like they have access to medical professionals they can trust. You don't have to do dances or feel silly. It's not unprofessional to show your personality, be YOU. It can take time to feel at ease on camera, so be willing to practice and learn how to be likable on video. 


To quote Dr. Will Flanary (@DrGlaucomflecken), who is extremely successful using social media with 2.5 million subscribers, "There's this notion that you can't tell jokes or talk about the problems that you have in your job without sacrificing professionalism. But I've learned that is not the case at all. People want the opposite. People want their doctors to seem like real people who are relatable."(2)


REFERENCES 

  1. Morning Consult. The Influencer Report. https://pro.morningconsult.com/analyst-reports/influencer-report. Accessed 2023.

  2. STAT News. Dr. Glaucomflecken brings humor—and humanity—to medicine. https://www.statnews.com/2022/03/25/dr-glaucomflecken-will-flanary-profile/. Accessed 2023.




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