3 Best Branding Books Every Doctor Should Read

If you're like me, you have books overflowing your garage and you try and hide your Amazon book purchases from your significant other.

You're a busy doctor, you care about building trust with your patients, and you want your reputation to accurately reflect who you're becoming and what patients are saying about their experience during their care. If this is true to you, then you believe in the priority of branding.

We take a modern approach to branding and applied to the unique profession of being a doctor. Modern branding for doctors is:

• Who you say you are
• Who patients say you are
• Who Google says you are

You don't know much about building your brand and you prefer to learn more. You don't have to do it on your own. I've prepared three book brand building recommendations that every doctor should read.

Building a Story Brand by Donald Miller.

In part one of the book you'll learn that if you confuse you lose so clarify your message so patients will listen. The way you describe and discuss your healthcare practice and perspective to patients is vital to their understanding the compelling benefits and difference of choosing your practice, in a marketplace where patients have more choice than ever and in turn, are using the internet and patient reviews to help choose their doctor. Building a Storybrand shares with readers the seven universal story points all humans respond to; the real reason customers make purchases; how to simplify a brand message so people understand it; and how to create the most effective messaging for websites, brochures, and social media.

Positioning for Professionals: How Professional Knowledge Firms Can Differentiate Their Way to Success by Tim Williams

This book teaches doctors, as a strategy: better is not better, different is better. Learn how to build a differentiating value proposition by clearly and carefully defining your brand boundaries: Calling, Competencies, Customers, and Culture.  Positioning for Professionals shows how a well-defined value proposition can help professional service firms, such as healthcare professionals. create their own success instead of copying the success of others. While reading the book, doctors should pay particular attention to:

- How and why professional service brands become homogenized

- Why standing for everything is the same as standing for nothing

- Why there's no such thing as full service

- Deep and narrow as a strategic imperative

- Why it's better to be a profit leader than a market leader

- Differentiation and price premiums

- How to map your brand on the matrix of relevance and differentiation

- How to define a value proposition that will make your firm intensely appealing to the customers who want you for what you do best

Brand Rx: The Principles, Tactics, and Habits of the Most Successful Physician and Dental Brands by Matthew Scott & Donna Williams, Principles of FEED. The Agency

Doctors need a book written by a healthcare professional that understands how to help doctors build trust with their patients, amplify their reputation, and attract more ideal patients, while avoiding the money pit of traditional marketing. This book – a road map, really – contains a wealth of information that will teach you the principles, tactics, and habits of some of the most successful physician and dental brands in the country. It’s based on our vast experience as a physician and dental brand agency, as well as information gleaned through interviews with some of the top clinician brands and brand marketing professionals. 

This book will be available on Amazon and bookstores near you by June 2019.

Want to chat after reading these books? Here's my calendar link to setup a 15 minute chat - Schedule a chat with Matthew