Building a Resonant Personal Brand: A 10-Step Guided Path for Ophthalmologists

Recently, an ophthalmologist reached out, keen on nurturing her personal brand. Here are 10 actionable steps to carve out a meaningful personal brand:

Uncover Your Core Values

Delve into the ethos and values that define you as a professional. What sets you apart in the ophthalmic arena? These will be the values that you'll want your market to associate with you.

Mine? I'm the guy who grows and scales refractive surgery practices. I have 20 years of experience. I have an international client base in over 26 countries. I have a growth mindset. I talk about strategy and entrepreneurship. I give value first. I value hard work, consistency and doing what you say you'll do.

I'm patient. I know that big sh*t takes time.

Consistent Messaging

Craft a consistent narrative across all platforms (but start with one). Whether it's your clinic's website, social media, or local community events. Consistency in messaging solidifies your brand in people's minds.

What's worked for me? I've written 841 blog posts about what I know since 2007 (that's 1 per week over 16 years). I co-authored a book. I've shot 140 videos for YouTube. I've written over 50 articles in the industry press. I've presented at global and national conferences every year over the past 14 years. Since I re-started posting on LinkedIn, I've averaged five posts a week over 21 consecutive weeks.

Yeah, it's a lot. But what did I say earlier? Big sh*t takes time.

Local First, Global Next

Start by building a reputable local brand. Deliver exceptional service, exceed expectations, and word-of-mouth will follow. Once you've built a local stronghold, envision a broader brand narrative.

My first customer was within a 10-minute walk from my office. My customers were all based in the UK in the first six years. Then, the US. At Year 8, Europe. Year 9, The Middle East. Year 17, Oceania. Now, we're in over 26 countries.

It didn't happen overnight. Sometime you have to give time, time.

Solidify Your Service Quality

Before you can amplify your brand, make sure your services are top-notch. A satisfied customer is the best brand ambassador.

I'm embarrassed when I remember my customers' experience ten years ago. Ten years from now, I aim to feel the same way about my customers' experience today.

If you're improving every day, this is inevitable.

Embrace 'More, Better, New'

Continuously improve, innovate, and then offer new solutions to your customers. It's about being a step ahead in providing solutions, but only once you've mastered the step that came before.

We started with marketing tactics. When we figured that out, we added sales training. Then, growing practices. Then, scaling them. Every time we solved a problem, we identified the next problem to fix. Then we solved that.

Get really, really, great at one thing. Then do the next thing. Rinse. Repeat.

Engage with Your Community

Be active in local community events. Offer free entry-point services and engage in local collaborations. This not only builds your brand but also fosters a sense of community. Trade your competitive drive for a collaborative spirit.

I give away my secrets. Every year, ESCRS has been on my "won't-miss" list. I organise my calendar around it. I've presented at BSRS several times. Next year, I'll contribute to Ophthalpreneur and UKISCRS too.

Get out there. Be Present. Contribute.

Collect and Showcase Testimonials

Encourage satisfied customers to share their experiences. Utilize these testimonials on your website and social media.

Since starting, I have collected over 200 testimonials - many of them on video - and used them everywhere I can. How did I get them? I asked. My customers have always been my best promoters.

Ask for feedback. If it's bad, learn. If it's good, learn and share.

Educate and Share

Share educational content related to eye health. Engage in discussions, answer queries, and become a go-to resource in your domain.

Some ask me why I give so much content for free. All of it is re-investment in the community has given me so much already. I want everyone in ophthalmology to think of me when they want to grow their private practice or want to help someone who does.

You want everyone who you can help to think of you when the time comes.

Measure, Analyze, and Refine

Use feedback and analytics to understand the effectiveness of your brand-building efforts. Refine strategies as needed for better resonance and reach.

I'm always listening and watching to see how my free content resonates. I refine, tweak, and adjust to what does better, even if it pushes me out of my comfort zone. Even when it's hard. Even when I don't want to. I do it, because it's what's required.

Don't just "do your best", do what's required.

It's a marathon. Not a sprint.

Building your brand is not a one-time thing. It involves ongoing effort, engagement, and improvement. Tread this path, and the brand you cultivate will reflect your practice. It will be a legacy of the values and excellence you stand for in the field of ophthalmology.

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