How to Build Your Surgeon Brand – Branding Tips for Specialists

David Staughton B.Sc.(Hons) CSP CCEO Practice Consultant

The Guide to Building Your Surgeon Brand – for Plastic Surgeons that don’t want to be Commoditised

In a highly competitive Plastic Surgery Marketplace you need to do more than just great surgery – you need to position yourself as the expert and build your Surgeon Brand.

SURGEON BRANDING ELEMENTS

QUOTES ABOUT BRANDING

  • “The better your branding the easier the marketing”
  • “Your brand is what they say about you when you leave the room”
  • “One brand for one audience”- go after them with a clear compelling message
  • “Be a brand-first business”
  • “ALWAYS BE ON BRAND! – If it’s not Hell Yeah then its a NO!”

CORE SURGEON MARKETING EFFORTS

  • BRAND – Decide your Brand Guidelines – Colours, Fonts, Quality, Values, Targets, Stories
  • FOCUS – Priority Procedures – pays $$, Love and Expertise
  • YOUR POBs – Surgeon Preferences, Opinions and Beliefs / Name your Enemy and rally your tribe – Be a KOL
  • LOGO & COLLATERAL – Surgeon logo and Clinic logo, biz cards, flyers, guides
  • SERPs – Improve your Page 1 results on Google, Bing and AI searches – Brand Searches
  • ASK FOR REVIEWS – Online Reputation – Online Reviews and Poor Review Management
  • PHOTOS – Quality Before and After Photos and Gallery descriptions
  • PICS Quality Surgeon, Clinic and Theatre Photo Shoots – use photos for compliant website
  • CLIENTS FOR LIFE / LOYALTY – Surveying and Patient Experiences, Reward Referrers

CITATIONS / DIRECTORY LISTINGS

  • Google listings – Google Business Profile – GBP (was GMB)  – per clinic location
  • HIGH DA – Improve High DA Directory listings – ASPS, ASAPS, ISAPS, Hospitals etc
  • REALSELF listing – Verified and Q & As, uploaded pics and reviews $$
  • YELP listing
  • HEALTHENGINE description
  • DIRECTORIES – PSHub/ Costhetic / CJ / – Description Listing / Pics & Videos / backlink
  • WIKIPEDIA page
  • ASPS USA connect listing $$

SURGEON ONLINE BRAND ELEMENTS

  • PERSONAL WEBSITE
  • GMB/GBP posts – mention location and keywords
  • LINKED IN PROFILE – Groups and endorsements
  • DIRECTORY LISTINGS
  • PATIENT REVIEWS & REFERENCES

SOCIAL MEDIA EFFORTS

  • FACEBOOK – followers and Facebook live
  • INSTAGRAM – followers / reels
  • REDDIT & FORUMS – get involved!
  • TIK TOK
  • TWITTER profile and feed
  • LINKED IN posts / carousels
  • YOUTUBE Channel and Videos
  • PINTEREST – Profile and Pics – before and after photos

OUTREACH / NETWORKING – SURGEON EFFORT REQUIRED

  • ASPS Surgeon Articles and ASPS Surgeon Podcast
  • WEBINARS 0 Run Webinars and Webinar on demand
  • BE A GUEST – Podcast Guest Interviews on other Podcasts – e.g. Doctors Diaries, B & the Biz
  • GUEST BLOGS – Guest Articles in Supplier websites with backlinks
  • FORUMS – Facebook Forum mentions – TT, Aussie chicks, MWL etc
  • GP Referrers – create content for GPs, speak at GP Events
  • BOOK – Write a BOOK that positions you $$$
  • CHARITY – Charitable Work and backlinks
  • RESEARCH – Publications in Medical Journals (Research)
  • ASSOC – Association Roles and mentions in Media
  • SPEAK – Speaking at Conferences and Industry Events (injectors/ beauty / cosmetics)
  • PR/Media Mentions – Magazines, TV, Radio, – being quoted
  • VIP Events – Thank your best patients
  • OPEN HOUSE – Clinic Events to promote non-surgical / surgical (PGC)

FACIAL SURGEON BRANDING

  • Own Your Premier Medispa –e.g.  Liberty Belle, Calospa, Terrence Scamp, Faceplus
  • Own Skin Care line – Chris Moss, Obagi
  • Injector Relationships and referrals – train injectors / teach anatomy – Ben Burt
  • Be a KOL for Device Manufacturers – Steven Liew, Frank Lin, Jason Pozner, Barry Dibernado
  • Branded Events for injectors – A25 Aesthetics 25, NSS
  • Create An App for Injectors – Dr Peter Callan
  • Training Efforts and Academy

POSITIONING AND BRANDING

SURGEON POSITIONING

  • Define Your Identity, Values, Vision and Purpose
  • Collate your Stories
  • Clearly Explain your Expertise and Experience

BRANDING ASSETS & CAPABILITIES

PATIENT BEFORE & AFTER PHOTOS

  • Update Your Photo Galleries
  • Your Cases are being found in Google Search Images
  • Featured outside the Gallery – blogs and proc pages (preferred by Google – more text)
  • Optimise Photos – Alt Tags and Titles – Sizes, Keywords
  • Better Text Descriptions around the Photos

VIDEO CONTENT

  • Number of Videos and Views
  • Youtube Videos SEO Optimised
  • Videos embedded in Site
  • Show reasonable outcomes and different techniques

PAGE & BLOG CONTENT

  • Blog Count and total words
  • Blogs are a long and holistic summary – can take 12 months to list on Google
  • Add more internal links to new content
  • Update your BEST Blogs – remove, link or repurpose POOR performing content
  • for a Best Blog – E.g. how to get perky breasts – add 2 media elements and an infographic

ONLINE REVIEWS – Google Business Page, Facebook, Yelp, Truelocal, RateMDs, Realself

  • Average Rating > 4.2 stars
  • Review Count
  • Practice Responds

PERMISSION LISTS FOR MARKETING

  • Active Email Subscribers
  • SMS Subscribers
  • FB Followers
  • Insta Followers
  • TikTok Followers
  • YouTube Followers

SURGEON PERSONAL BRANDING PLAN – BE “On brand” and “On Trend”

SEVEN PERSONAL BRAND ELEMENTS

  • Authenticity
  • Package Consistency
  • Your Story
  • Expertise
  • Visibility
  • Value Proposition
  • Connections

BRAND STRATEGY & TACTICAL BRAND ELEMENTS

  • Your Ideal Target Procedures
  • Your Ideal Target Market Personas
  • Your Geographic Target – where are your patients?
  • Your Philosophy and Beliefs (Manifesto)
  • Your Style Guide for Artwork – Colours, Logos, Fonts, Look,
  • Your Patient Stories – Patient Advocates and Influencers
  • Your Professional Referrers and Connections – Mavens
  • Your Personal Values – what’s important to you
  • Your Brand Attributes and Keywords – Words that describe your brand
  • Your Compelling Personal Brand Slogan
  • Your Key Messages – Catch Phrases and Mantras
  • Your Brand Kit – Image/Style, Clothing, Car, Shoes, Presentation Standards (Hair, Grooming)
  • Your Photography collection – Theatre, Consulting, B & A , Surgery pics
  • Your Personal Life exposed on Social Media – activities, habits, messaging
  • Your Unhappy Patient management – Unhappy Patients and online reputation/reviews
  • Your Credentialling – Proof that you are good, Awards, Training and Experience etc
  • Your Proof – Before and After Patient Pics & Videos
  • Your Special Symbols (logos)
  • Your Hashtags list
  • Special Language – names for your group of patients (Dream girls, Angels, DrM Girls)
  • Your Rituals and Procedures
  • Your Favourite Things – Food & Drink
  • Your Hobbies and Special Interests
  • Your Charitable efforts

YOUR SURGEON EXPERIENCE

  • Procedures
  • Years
  • Expertise
  • Training
  • Writing
  • Teaching

YOUR SURGEON ACCOMPLISHMENTS

  • Awards
  • Qualifications
  • International Training
  • Positions
  • Publications and media

KEYWORDS & PHRASES

  • Key messages
  • Mantras
  • Catch Phrase

 VISUAL CONTENT

  • Brand logos on pics and videos
  • Engaging Headshots, Casual Shots and In Action Shots – consulting, speaking, surgery, at events
  • Graphic Element Components – Logo, Colours, 2 Fonts

SURGEON COLLATERAL

  • Surgeon Bio Flyer
  • Business Cards
  • Photo Book
  • Banner
  • Clinic Flyer / Menu of Services

DEFINING YOUR BRAND POSITIONING AS A SURGEON

YOUR DISTINCTIVE POSITIONING

  • what do you stand for?
  • what makes you unique? find your niche
  • what IP do you have?
  • is your branding consistent?
  • what market segment are you chasing?

YOUR PERSONAL VALUES/BEHAVIOURS

  • whats important to you?
  • what your why?
  • whats your origin story?

YOUR VALUE PROPOSITION as a surgeon

  • What’s your value proposition?
  • What’s your vision and mission?
  • What’s your why?
  • NOTE: Surgeons do not experiment on patients.

SURGEON USPs – Unique Selling Proposition

What do you do differently from others?

  • Premium experience
  • Well trained clinic team
  • Established Safe surgical support
  • credentials
  • experience
  • many cases
  • giving back / philanthropy

YOUR PRIORITY SURGERIES

  • what do you do?
  • what are you known for?
  • cosmetic or reconstructive focus
  • breast body face nose gender skin?

YOUR SIGNATURE STORIES – see Donald Miller Story brand book

  • your origin story – how you started
  • your signature stories that you tell often
  • The Hero’s Journey

TARGET MARKET – SEGMENTED PERSONAS

  • demographics
  • psychographics
  • location – local, regional, national, international
  • get to know your audience

TARGET AUDIENCE INSIGHTS

  • what do they think –  watch – read
  • their likes and dislikes
  • find insights – create great comms
  • Do market research
  • Survey your lost leads and patients.
  • Analyse your reviews to find out what patients are saying about you

COMPETITOR ANALYSIS

  • their priority procedures and offer
  • their branding and positioning
  • their websites and social channels

DO A BRAND SWOT – Strengths, Weaknesses, Opportunities and Threats of your Brand

BRAND ELEMENTS

“Always be on brand – be particular and fussy in who you are and what you do – curate and care about your brand.” Focus on being Premium high-end

YOUR PRESENTATION

  • the way you look – your brand uniform
  • use body language that connects
  • the way you smell – signature scent
  • the way you sound – voice – vinh giang
  • the things you say and dont say
  • the accessories you choose
  • your equipment
  • your clinic / room
  • your hospitals

YOUR STYLE GUIDE

  • colours
  • fonts and sizes
  • logo
  • create a mood board with examples – use Midjourney

YOUR TONE OF VOICE – sounds like you

  • your catchphrases
  • your unique / signature words
  • authoritative / safe and secure choice
  • confident but humble
  • trusted authority
  • truthful, candid & honest but not brutal or blunt

YOUR ALLIANCES & ASSOCIATIONS

  • brand collaborations
  • suppliers – implants, skincare etc
  • KOLs – Key Opinion Leaders
  • influencers and microinfluencer
  • professional associations
  • events
  • Your surgeon inner circle

YOUR SURGICAL APPROACH

  • POBs – preferences, opinions, beliefs  (how you do your surgery)
  • your thoughts on surgical controversies – conf, journals
  • Be innovative but not bleeding edge – “Second mouse gets the cheese”
  • think safety first

YOUR BRANDED CONTENT

  • surgeon/clinic photo collection / photo shoot
  • before and after photos – quality / quantity
  • video collection
  • Surgeon Bio Flyer
  • written content – articles, ebook, book, publications
  • marketing collateral – handout
  • Topics, trends and titles
  • Presentations you give are on brand
  • Website
  • Directory listings
  • Association listings
  • Social media – FB INSTA LI TT YT Twitter
  • Procedure Guides
  • Branded gifts and swag

YOUR PATIENT EXPERIENCE

  • curated patient journey touchpoints
  • great first impressions – on time / set time
  • wow, surprise and delight touches
  • ability to promise and deliver
  • service recovery – ouch reduction

YOUR ONLINE REVIEWS & REPUTATION

  • get lots of positive reviews and details
  • manage any negative reviews
  • curated  online reputation

THINGS TO AVOID

  • being Off-brand
  • cursing and being angry
  • reputational damage
  • overpromising and underdelivering

BRAND MESSAGING

BETTER BRAND AD DESIGN / MESSAGES

  • creative + messaging + imagery
  • emotional messages that connect
  • resolving their problems
  • adding value – not ME ME ME
  • alleviate their FEARS / CONCERNS

YOUR BRAND PLAN

MUST DO YOUR

  • positioning and branding first
  • then website / socials – landing pages
  • fix your conversion journey Enquiry to Sale BEFORE doing any $$ ADS (* avoid filling a leaky bucket with leads)

LESSONS FROM STRONG INDIVIDUAL BRANDS & CELEBRITIES

Study these celebrity brands:

  • Pink
  • Adele
  • Justin Bieber
  • Kardashians
  • Jimmy Ccarr
  • Tony Robbins
  • Scott Pape – the Barefoot Investor
  • Chris Williamson
  • Steve Bartlett

FAMOUS SURGEON BRANDS

  • Dr Nassif and Dr Dubrow from the Botched TV show
  • Dr Grant Stevens
  • Famous facelifters brands – Dr Jacono, Dr Mike Nayak, Dr Amir Karam, Dr Ben Talei
  • Famous Social Media Surgeons – Dr Cat, Dr Subbio

HOW TO BUILD A TRIBAL BRAND OF FOLLOWERS

How to build a tribal following….. Strong Tribes have these elements

  • Leaders
  • Heroes
  • Elders
  • Legends
  • Stories and Myths
  • A common Enemy/enemies
  • Alliances
  • Have a cause / Be on a Mission/solving a challenge
  • Symbols and artefacts
  • Share a platform
  • Rhythmic communications (music / smell) & Regular Events
  • Routines & Rituals

BRANDING RESOURCES

BEST BRANDING BOOKS

  • Building a Story Brand (v2) by Donald Miller
  • Positioning by Jack Trout
  • The 22 Immutable Laws of Branding by Laura Ries
  • Fascinate by Sally Hogshead

BEST PERSONAL BRAND BUILDING RESOURCES

BEST RESOURCES FOR BUILDING YOUR TRIBE / COMMUNITY

  • Buzzing Communities by Richard Millington
  • Steal the Show by Michael Port
  • Platform by Michael Hyatt
  • Pop by Sam Horn