Physician brands
Your physician brand and your practice brand are not the same asset
Physician branding versus practice branding: two assets, what each is for, and how to make them reinforce each other
Blog
The business behind the expertise.
Building an audience is one thing. Knowing what to do with that attention is another.
Here we explore the business behind physician and healthcare brands: growth strategy, PR and media, brand partnerships, representation, commercialization, practice growth, and the decisions that turn expertise, credibility, and attention into something with lasting value.
Tag: Practice growth 21 articles
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Practice growth
You went to medical school to practice medicine, not to run a marketing department
Funnels, websites, blogs, podcasts, posting, ads, contracts, and the inbox: the business side of being a physician or healthcare creator, and how to hand it off without losing your voice
Practice growth
Fourteen questions to ask before hiring a marketing agency for doctors
A buyer's checklist for physicians and practice owners choosing a marketing agency for doctors: the questions that separate strategy from a retainer, and the answers that should end the conversation
Physician brands
Social media agreements between a physician and their practice or employer: what to settle before the platform grows
How a social media agreement between a physician creator and their employer, group, or practice should handle ownership, commercial activity, brand use, and what happens on departure
Practice growth
Social media policy template for medical practices and clinicians: the ten sections every policy needs
A social media policy for doctors and medical practices, section by section: who it covers, patient privacy, personal versus practice accounts, endorsements, reviews, crisis response, and the parts most templates forget
Brand strategy
What a healthcare branding agency actually delivers, and what to ask for
The deliverables a healthcare branding agency should produce, from positioning and architecture to identity, voice, and the brand book, what each one is for, and the ones most practices pay for and never use
Creator business basics
What is a funnel, and what a physician's actually looks like
A plain-language guide to the marketing funnel for doctors and healthcare creators: what a sales funnel is, how to build one, and why a clinician's is shaped differently from the internet's version