Building a personal brand for audiologists
By Katie Armatoski, Au.D
“Branding is the image your name creates in the minds of your audience.” – Paige Velasquez Budde for KevinMD.com
I believe that creating a personal brand for medical professionals (such as yourself) is always a good idea for a few main reasons:
- Competition is high and a personal brand can set you apart from other audiologists.
- It’s a great way to get some name recognition on social media and through blogging.
- It gives you a lot more control over your reputation and professional image.
- It’s easier for journalists and others who are looking for experts to interview to find you.
- It’s perfect for showcasing your unique value proposition and differentiating talents!
Things have changed a lot in the last few decades and you can no longer rely on word of mouth, physical signage, or your practice’s website to make a name for yourself. You also need a strong online presence in order to build that all-important know, like, and trust factor.
What Does a Personal Brand Look Like?
With the rise of Instagram and TikTok, we’re seeing so many more healthcare professionals with personal brands that have gone viral. This does not have to be your aspiration, but it is an interesting phenomenon to dig into.
For instance, Mikhail Varshavski is known as “Doctor Mike” on Instagram, where he has over four million followers. He says he uses social media to “amplify his practice and his message” and he encourages other healthcare professionals to do the same because “a public conversation about health is the first step in motivating this younger generation to begin to care about prevention and staying healthy.” (source)
Your personal brand might not include posting dozens and dozens of Reels on Instagram or countless TikTok videos based on the trends that are happening on that app. Your personal brand might involve weekly blogging on topics that you find relevant, rising up the ranks on Clubhouse, or incorporating valuable SEO strategies to rank higher on Google.
If you prefer video content, maybe you sit down every Friday to film an informative video that you upload to your YouTube channel and then share on your practice’s social media pages. Or, maybe you want to spend your time writing a really great LinkedIn Newsletter that gets hundreds of thousands of subscribers.
There is no right or wrong. Decide what feels the most authentic to you, because let’s be honest, that’s the thing you’re actually going to stick with!
Just like anything else you decide to learn from scratch, building a personal brand can be overwhelming at first. Start small. Decide how you want to show up when someone looks for you. More than likely, it will be your full name.
Then, do a quick search on all of the social media channels to see if your name is available. If it is, be sure to claim it and fill out the bio and add a nice, modern headshot as the profile photo. Your goal is to post content to your social channels at least once a week, or more if you are able.
Next, you will want to create a simple website that’s branded to match. Make sure the domain is straightforward (e.g. johnsmithaudiologist.com) and that you use that virtual space to explain who you are, what you do, and what sets you apart from everyone else in the field. Wix and Squarespace are both super easy and affordable website platforms that you can use to build a website in a single afternoon.
Once you have the social channels and the website, just start putting yourself out there. Your goal, of course, is to come up in the top five or so search results for your name + audiology. It won’t happen overnight, but if you make it a habit, you’ll be surprised how quickly it can happen!
Do you have any questions about networking with physicians on LinkedIn? I’m here to help! Feel free to leave a comment below or reach out to me if you would like to discuss further!