It may seem that a doctor or surgeon in private practice has no great need of a personal brand identity. But why not? Patients who are using private medical care are consumers. And that means they are empowered by the fact that they are paying, and have choices. Just like any other industry, and perhaps even more so? They want to connect with the person in whom they are their health. And transparency and accessibility build trust.

Many private practices now have several medical professionals in house. And while the practice as a whole will have marketing requirements, so will each professional within. So personal branding for individual medical professionals not only gives the doctor a specific brand image, but enhances the practice as well.

For doctors, the old equivalent of building a personal brand identity was showcasing qualifications and highlighting peer-reviewed published articles. Now it is so much more than that. Of course the education, experience, and publications in medical journals are important to establish your professional credentials. However for the average consumer, putting their trust in you, it’s important to have a little insight into the person behind the mask. So to speak. It might be a well written blog (in accessible language) that speaks to a patient. It might be a reassuring smile, or even a hobby mentioned in a bio that makes the patient feel confident in placing their trust and their body in the hands of this professional.

A personal brand identity for medical professionals is about highlighting your areas of expertise and strengths, your qualifications, raise awareness of certain areas of medicine/procedures, increase patient confidence, educate potential patients. And so much more.

if you are a medical professional ready to work with a personal branding photographer, I would love to help! You can email me on serena@serenabolton.com, ring me on 07958511819 or click to book a Zoom or telephone conversation.

“Photography through the lens of a storyteller”

LONDON PERSONAL BRANDING AND HEADSHOT PHOTOGRAPHER