How to Build Your Surgeon Brand – Branding Tips for Specialists

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

• True Brand Toolkit by Michael Nealyon
• The Brand Mapping Strategy by Karen Leland
• Building Brand Value by Bruce Turkel
• Books by Jane Anderson – Exceptionality, Trusted, etc
• Oversubscribed – Oversubscribed: How to Get People Lining Up to Do Business with You by Daniel Priestley
• Feed a Starving Crowd by Robert Coorey
• KPI – Key Person of Influence by Dent
• Story Brand v2  by Donald Miller
• Al and Laura Ries’es books  – Positioning
• Netflix movie – Dancing with the devil
• Seth Godin books – Purple Cow

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