Presented at the Osaka Endocrinology Conference: October 2018 Medical Marketing: What Every Doctor Needs to Know About Personal Branding — 2019 and beyond Medical marketing is rapidly changing → the digital landscape allows physicians to manage reputation, build authenticity, promote their practice, connect with patients, mitigate crisis, and list research and their publications. In this case, branding isn’t necessarily about logos and taglines. Simply put, a physician’s brand is essentially equal to his or her reputation. What patients think about you, how well-known you are in your community, your online presence–that is your brand. More and more patients are turning to online sources to find a physician. They may look at your website, but they are also likely consulting online reviews and listings as well. Branding is more important than ever if you want to attract the attention of these patients, whether you are just starting out or are already an established physician. During this session, the following topics will be covered: 1) Five steps to brand building 2) How to use digital tools and social platforms 3) The danger of doing nothing 4) Case studies Philip James www.gcomm360.com philip@gcomm360.com #doctormarketing #medicalmarketing

1. WHAT EVERY DOCTOR NEEDS TO KNOW ABOUT
PERSONAL BRANDING: 2019 AND BEYOND
PHILIP JAMES: GCOMM 360
WWW.GCOMM360.COM

2. WHAT ARE YOUR GOOGLE
SEARCH RESULTS?
SEARCH: ‘YOUR NAME’

3. 70 PERCENT OF
AMERICANS SAY
ONLINE RATINGS AND
REVIEW SITES HAVE
INFLUENCED THEIR
DECISION WHEN
SELECTING A
PHYSICIAN.
Binary Fountain
Sept 2018

4. 51% OF AMERICANS SAY THEY SHARED
THEIR PERSONAL HEALTHCARE
EXPERIENCES VIA SOCIAL MEDIA AND
ONLINE RATINGS AND REVIEW SITES.
70% increase from 2017
OnePoll — Sept 2018
ONLINE REPUTATION

5. 70% OF MILLENNIALS AGE
18 TO 34 REPORT THEY
HAVE SHARED THEIR
EXPERIENCES ABOUT A
PHYSICIAN OR HOSPITAL
ONLINE.
OnePoll: Sept 2018

6. CONSUMERS ARE DRIVING THE CHANGE
DISRUPTION
▸ 84% of those 18-34 would prefer a mobile-
mediated consultation to an office visit, and
there will be three million remotely-
monitored patients by 2019.
▸ 95% of consumers demand online access to
health records, says Accenture, driving cloud
adoption and making software a “core
competency” for medical companies.
▸ Patients prefer online scheduling.
▸ Medical marketers must recognize the latest
trends and consumer expectations and react
accordingly → doctors must be authentic,
available, transparent, and ahead of the
latest digital trends.

7. “ALTHOUGH TRUST IN A BRAND HELPS
DETERMINE WHERE CONSUMERS SHOP, THEY
RELY HEAVILY ON OTHER PEOPLE’S OPINIONS
WHEN DECIDING WHAT TO BUY.”
PwC 2018: Global Consumer Insights
CROWDSOURCE

8. "INCREASINGLY, DOCTORS WILL BE
HUMBLED BY PATIENTS KNOWING
SOMETHING THEY DON'T."
Dr. Louise Davies
The Dartmouth Institute
PATIENT CROWDSOURCING

9. CASE STUDY: FACEBOOK REFERRALS
DR. JAMES NETTERVILLE: VANDERBILT HEALTH
▸ Majority of referrals come from
Facebook, not his hospital.
▸ Today, a doctor must build his/
her personal brand.
▸ Doctors must manage their
online reputation.
▸ Interview on Doctor Thyroid
received over 2,000
engagements on LinkedIn

10. WHERE ARE
CONSUMERS
FINDING REVIEWS
ABOUT A NEW
HEALTHCARE
PROVIDER?
MANY OF THEM
VISIT THE
PROVIDER’S OWN
WEBSITE.
Around 34% of consumers will
visit a physician’s website to find
reviews.
Google comes in second with
29% of respondents.
WebMD comes in third with
18%.
Healthgrades slides into fourth
place with 15%.
Facebook rates fifth with 12%.

11. CASE STUDY: PERSONAL BRANDING
DR. FABIÁN PITOIA: UNIVERSITY OF BUENOS AIRES
▸ Recognized as leading authority on
thyroid cancer in Latin America
▸ 3,400 followers on Twitter
▸ 110,000 followers on Facebook
▸ Interview on Doctor Thyroid received
over 20,000 downloads
▸ Facebook Live interview on Doctor
Thyroid received over 8,600 views
▸ He is a patient favorite and engages
with them online; authenticity and
transparency

12. LEARNING TO BE BETTER COMMUNICATORS, AND TO
BE BETTER AT — IN ESSENCE — CUSTOMER
SERVICE IS NO SMALL TASK FOR PHYSICIANS. BUT
IMPROVING THOSE SKILLS MIGHT ACTUALLY MAKE A
DIFFERENCE IN WHETHER THEY ARE SUED.
NYT : June 2015
TRANSPARENCY AND AUTHENTICITY

13. CASE STUDY: THOUGHT LEADER ONLINE CAMPAIGNS
DR. CARLOS SIMÓN DUQUE: MEDELLÍN, COLOMBIA
▸ Book author, Oh No, I Have Thyroid
Cancer
▸ The is the era of self-publishing
▸ Build your brand quickly and with less
expense
▸ Digital marketing has replaced advertising
▸ Traditional barriers to entry have been
removed
▸ He provides patients with his WhatsApp
▸ He engages with patients by participating
in thyroid cancer Facebook Groups

14. BE A THOUGHT LEADER
CONTRIBUTE ONLINE

15. NEXT STEPS

16. #1 IMMEDIATE
START TODAY
▸ LinkedIn → build your profile
▸ Web Site → do not wait
▸ Make a good photo available → hi-resolution
▸ Integrate social: Facebook, Instagram, Twitter, LinkedIn
▸ Make your web site mobile friendly and user-friendly
▸ Demonstrate authenticity and transparency
▸ Identify your market differentiator

17. SHORT TERM
STRONGLY CONSIDER
▸ Audience engagement: Facebook Live and Facebook groups
▸ Monthly posts to web site and Facebook
▸ Update online directories - claim your listings
▸ Measure your web site traffic → Google analytics
▸ Use the services of a marketing professional
▸ Identify your objectives and budget
▸ Shift paradigm → marketing as ROI, not as a cost
▸ Be aware of analysis paralysis → start now, do not wait.

18. 30 minute complimentary marketing
consultation with Philip James
for medical professionals
email: philip@gcomm360.com

19. GCOMM360.COM philip@gcomm360.com
Medical marketing
Doctor branding
Web site design
Social media integration
LinkedIn profile building
Blog writing
Medical podcast production
Contact us today!

20. GCOMM360.COM philip@gcomm360.com
Are you a healthcare organization or university hospital?
Book Philip James to conduct an onsite workshop at your
location. Attendees receive:
Same day LinkedIn profile building and publishing
Professional photo
Social media setup and integration
Instruction on taking advantage of latest digital tools
Doctor case studies of those using digital to boost
practice, build personal brand, and create authenticity
Contact us today!

21. 70 percent of Americans say online ratings and review sites have influenced their decision
when selecting a physician.
Binary Fountain Unveils Results of Second Annual “Healthcare Consumer Insight & Digital
Engagement” Survey — Sept 2018
51% of Americans say they shared their personal healthcare experiences via social media and
online ratings and review sites.
Healthcare Consumer Insight & Digital Engagement” survey was conducted by OnePoll
70% of millennials age 18 to 34 report they have shared their experiences about a physician or
hospital online.
Healthcare Consumer Insight & Digital Engagement” survey was conducted by OnePoll
“Although trust in the brand plays a strong role in determining where consumers shop, they
rely heavily on other people’s opinions to decide what to buy.”
PwC 2018: Global Consumer Insights Survey 2018 Whom do consumers really trust?
Dr. James Netterville: Vanderbilt Health
To Be Sued Less, Doctors Should Consider Talking to Patients More
NYT: June 2015
Thyroid cancer web sites fail patients
Dr. Rashika Banal
Fabian Pitoia web site