One of the most important things smart doctors think about when they start their practice is branding. I understand this concept may be foreign to doctors - after all, isn't a brand something which FMCGs have to worry about? How can a doctor have a brand? And why should he have to worry about his brand? Isn't his professional expertise and knowledge base enough for him to take good care of his patients?
The reality is that all of us have a brand, even if we don't realise this. In simple terms, your brand is what people think of when they hear your name ( and not what you think of yourself) . For example, the leading cardiac surgeon in your town owns the brand of being the No 1 cardiac surgeon - this is the position he occupies in the mind of most people in your town. He is the one they think of first when they need cardiac surgery, and this branding adds to his success. Other doctors…
