As Physician’s, we have endured long years of training. We have sacrificed hobbies, and relationships. Our code of ethics and professionalism has built in a natural reluctance to market our skills. Because of that reluctance, we are being exploited. As long as we meet certain criteria within our specialty, the insurance companies, and the government considers us interchangeable. We have become a commodity, a technician. Same fee schedule for all of us, no matter the years of training, or experience.
Unless, we are willing to say otherwise.
Whether employed, or in private practice, Physicians need to demonstrate differentiation. Your contracts, and financial stability will depend on your ability to achieve that differentiation. You know you are unique. You know you offer a better outcome or experience to patients. Should it not matter? Knowing that Physicians are reluctant to promote those aspects, Online Physician Rating companies have taken the lead in consolidating such information. In 2014, the vast majority of patients do turn to the internet for such information. Unfortunately, You the Physician, is not the owner of that information. That is why You need your own Website to control the information disseminated on the internet.
Your Individual Website should not be promotional, but informational. It should be the accurate portrayal of you, and your practice. To be compliant with patient internet portal requirements, we already know that patients are being directed to the internet. WE might as well use the medium to get out the message. Without disclosing specific patient information, Your Website can showcase your expertise, and the patient experience. It can be a nuanced way to differentiate you from the crowd. Instead of being one of 10 board certified specialists, you can demonstrate your years of expertise, your concentration in a specific area, and your interest in a particular research. Your Website can also demonstrate your personality, and thus make sure you attract the compatible patient population.
our Individual Website effectively becomes a way to promote your “Brand”. Instead of being a Y Specialist, you will be Dr .X, a Specialist in Y. People with seek you out individually, for your expertise, instead of just look for any expert in that specialty.
Be the Doctor known for your expertise, instead of the one of the many experts in the Specialty. Differentiate yourself via the internet. Get your own Website. Promote your individual Brand. BE YOU, instead of a generic doctor!