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Do you know Jake from State Fram? Or what about Flo from the Progressive Insurance commercials?

Do you know why they are so easy to remember? Because they are personalities created to better associate with the brand.

Even large brands now realize that it’s easier to build trust by introducing personalities rather than just random advertising.

At the end of the day, people do business with who they like, know, and trust. The same holds true when it comes to their health. I would argue even more so than other products and services.

So what does this mean for you as a doctor?

You Need to Create a Personal Brand Online

Almost 80% of patients perform an online search before booking an appointment with a doctor. If you personally are not showing up at the top of these search results, you’re missing out on a significant number of potential new patients.

Not only is an online personal brand great for SEO, it also helps attract more new patients because they will start to know, like, and trust you before they ever step foot inside of your office.

Healthcare Is a Decade Behind the Internet Marketing Curve

I realize this is a strong statement and one that most healthcare systems especially will take offense to, but that doesn’t mean that it’s not true as a general rule.

Every one of my private full-service physician clients has outperformed the local healthcare systems and even competing practices from an SEO standpoint.

How is this possible? Because the industry as a whole is so far behind understanding and/or executing on the basics of internet marketing.

So what’s the point of this? The timing is as good as it’s ever going to be for doctors who want to start and grow their personal brand online. The opportunity to be successful is abundant.

Your Practice or Health System Can’t Do It for You, but That’s a Positive

Unless you’re a solo practitioner, you’re faced with having to create your personal brand and market yourself outside of your group or health system. The reality is that the organization can’t market you individually over the other doctors. Even if they’re working with an SEO agency, their hands are tied, but your hands are not.

By creating your personal online brand, you assume control over your growth and compensation.

Plus, your brand stays with you. So if you relocate, your brand and patient following go with you, providing additional freedom and security.


If you’re a doctor considering creating a personal brand and conducting online marketing, let me encourage you to take action now. The timing is as good as it’s ever going to be.