Why a Healthcare Leader’s Digital Brand Matters

In this day and age, it is no longer acceptable for a company CEO to remain in the background. It is, rather, essential for those in such positions to put themselves out there, make themselves known, make it clear that he (or she) is an authority in one field or another.

The reason is simple: People relate to people. If potential clients can reach some understanding as to who you are and what you’re about, they are much more likely to give you their business. That is why a CEO’s brand matters, and why it enhances that of the company. The former is reachable and relatable. It establishes the individual’s expertise, while at the same time giving the business a voice and a face.

It is why I have my own website (featuring a blog), separate and distinct from Pinta Capital Partners or The Allure Group, the coalition of New York City-based eldercare facilities for which I serve as CEO. It allows me to position myself as an expert in the healthcare field, while also highlighting developments at Allure.

CEOs Lack Web Presence

Alas, the majority of CEOs are not inclined toward burnishing their brand. Author and TV host Jeffrey Hayzlett, writing for Entrepreneur, noted that one study showed a whopping 61 percent of business heads lack a web presence, regarded as a critical step toward establishing that brand. Failing to do so can be costly, Hayzlett noted, quoting another study which concluded that 48 percent of a company’s reputation, not to mention 44 percent of its market value, is attached to the CEO’s personal brand.

That has been shown again and again, by high-profile leaders such as Steve Jobs, Tony Robbins and Elon Musk. And consider the specific case of Virgin CEO Richard Branson, so prolific a blogger that he has 10 million LinkedIn followers; the best-performing page for any of Virgin’s 400 companies has 100,000 followers.

Branding, Culture Need to Be Aligned

It is important to note that any kind of branding -- whether that of the CEO or the business as a whole -- should be closely aligned with the company culture. There is no logo glitzy enough to obscure what’s going on inside, no ad campaign sophisticated enough to hide the truth. That too is something we emphasize at Allure. We provide our staff with state-of-the-art equipment -- notably robotics and the EarlySense patient-monitoring system -- so they can do their jobs to the best of their abilities. And we provide our residents with the highest of high-end amenities, so they can live in comfort.

Once a foundation likes ours is in place, CEOs can concentrate on getting word out about themselves, as well as the businesses they head. The first step is a surprisingly simple one -- polishing the “About” page on the company website. It is the second place people visit when they click on your site. They want to know about your team (the leader in particular) and its expertise.

Content is King

As a result, there are companies that provide not only bios but links to executives’ websites, blogs, social-media pages and videos -- anything to enhance their profile, to give a clearer picture of the leader’s bona fides. This adheres to a long-held precept: Content is king. The more a CEO can put out there, the better. That’s not only through the aforementioned means, but by being versatile -- by doing podcasts or by serving as a guest blogger on others’ sites. By creating thought-leadership pieces to outside outlets.

But always reaching out, because remaining in the background is no longer an option.