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Branding Yourself for the Public

Branding is creating the public’s perception of you and how they think and talk about you when your name comes up in conversation.

So, being seen as the best choice involves a combination of showcasing your unique skills, building a strong personal brand, and effectively communicating your value to prospective patients.

Here’s how you do it:

Define Your Values

Your branding tells new patients what to expect from you. The top plastic surgeons live by a set of core values that guide their practice and interactions with the preferred patients they want to work with.

For example:

Patient-Focused Communications

Prioritize the needs of your patients above all else. Take the time to understand each patient’s goals, concerns, and expectations. This includes allowing time for the patient to talk and then listening carefully, so you address their questions and concerns.

Compassion and Empathy

Understand the emotional and psychological ups and downs the patient goes through on their plastic surgery journey. Approach each patient with compassion and empathy so they know you care. Provide reassurance to help build trust so patients have confidence in you.

Patients will not remember what you told them, They will not remember what you showed them, But they will remember how you made them feel.

Safety and Quality of Care

Patient safety is a top priority. Follow strict safety protocols, use state-of-the-art equipment, and ensure that all procedures are performed in accredited facilities with well-trained surgical staff.

Excellence and Continuous Improvement

Strive for the highest standards in every facet of your practice, from the patient experience to practice protocols to refining your surgical skills with ongoing education. Refuse to get complacent by continuing to learn and grow.

Now that you have more clarity on what you stand for, it’s time to let the public know about it.

Your Personal Brand

Your personal brand is how you present yourself to the world. It tells prospective patients who you are and, when done right, attracts them to choose you.

To build a strong personal brand, create a professional online presence. This includes a polished website with eye-catching imagery and active social media accounts that reflect your professional and personal persona.

Show off your accomplishments with your degrees, achievement awards, and all mentions in the media that make you stand out from others.

Showcase your expertise by creating and sharing content that demonstrates your knowledge and skills. This includes speaking, training, and publishing on your favorite procedures.

Participate in medical conferences, webinars, and panels to increase your visibility and credibility. Speak in public forums with consumer audiences that are most likely interested in your services.

Continuously improve and adapt to changing consumer trends and technical advancements so you are seen as cutting-edge and up to date.

Lastly, stay authentic and true to yourself since that is the key to building trust and establishing yourself as the best choice. Be genuine in your interactions with your patients and honest about your abilities.

By following these strategies, you can effectively brand yourself for the public and sell yourself as the best choice. 

If you need help defining your own brand so you attract your preferred patients, schedule a complimentary 30-minute strategy call to discover how.

catherine-maley-book- 1


A Complete Guide to Understanding Your Aesthetic Patient and Growing Your Aesthetic Practice. Catherine Maley, MBA went straight to the aesthetic patient to get the answers you need to succeed with your patients.



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