Freud's Insights on creating and communicating a personal brand

March 22nd, 2012 3 Min read Freud's Insights on creating and communicating a personal brand Blog
Freud's Insights is a new blog series from our resident Johnna Freud, a search consultant in the surgery Permanent Placement division. Have you conducted an Internet search for "Personal Branding" lately? I ran one in early March. Guess how many hits were returned? About 43,900,000 ? seriously! If you want fewer sites, search for "personal branding + physician" ? you'll only get about 243,000 sIt's! No, I am not kidding! The high level insight is: physicians have embraced the use of personal branding and personal brand statements to differentiate themselves from their competition. If you knew this already, It's okay to stop reading now. However, if this is new to you ("new" without a "k" as compared to "knew" with a "k"), then I highly recommend you fasten your seatbelt and read on. The rest of this blog IS for you! What is personal branding or a personal brand statement? Let's start with what it is not. It is not a mission statement. You are a physician. Your mission (in some form) is to help people overcome health issues, so they can maximize quality of life...or something like that. As recruiters, we get it. Your future employers, colleagues, staff, and patients get it. you've invested a lot of time, effort, energy, and money to get to this point. But so did the physician standing next to you as did all the ones standing next to both of you. So let's get personal. Who are you? What are you all about? How are you different and better from the rest? What do you want to be known for? And yes...your answers for prospective employers may differ from your answers for patients, referring physicians, or staff. Regardless, what emotions are you appealing to with your "brand?" Doctor bag blackStory time: recently I was working with a general surgeon in a rural community who told me he is "the old-fashioned surgeon who stops to see patients in their homes on his way home from work when he knows they are still too weak or sick to drive the distance to his office for a visit." (I could not resist asking if he carried a little black doctors' bag with him on these visits... so I did... and guess what? He does!) That's his brand "the old-fashioned country surgeon who still makes house calls." How warm and fuzzy is that? So how can you create or evoke memorable feelings about yourself from prospective employers, referring physicians, or patients? Start with readily available information. What do your employers, attending physicians, patients, or colleagues compliment about you? What do your family and friends consider as your strongest attributes? If you don't know, ask them. What value do you feel you bring to employers, facilities, patients, referring physicians, or staff? Your brand and your branding statement need to be precise enough to differentiate you from your competition, yet flexible enough to evolve as you and your career grow and change. The Daily Muse published an article on how to build your personal brand ? It's worth the read. And for physicians in job search mode, let me add, it is important to communicate your personal brand in your CV. More insights about this in my next blog? (Next from Freud's Insights: Your Brand and Your CV) Johnna Freud is a CompHealth'search Consultant in the surgery Permanent Placement Division. She can be reached atjohnna.freud@comphealth.com or 1-800-365-8900, ext. 6697.?
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