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Medical Marketing: Commercial Brand or Personal Brand?

Por Maria Cecilia/

8 January, 2024

The decision between using a Trademark or a Personal Brand as a physician in your Medical Marketing strategy should be born out of your objectives, your preferences and the legal regulations in your area. Here are some points to consider about each option:

 

TRADEMARK:

Group Identity: If you are part of a clinic, hospital or medical organization, it can be beneficial to use a trademark to leverage the institution’s reputation and credibility.

Recognition: A strong brand name can generate greater recognition and visibility in the marketplace. You can also create a distinctive name and logo that stands out in the medical industry.

Scalability: If you plan to expand your medical practice in the future, a trademark may be more appropriate. You can hire other physicians and associate them with your brand, which makes it easier to grow your business.

 

PERSONAL BRAND:

Authenticity: By using your name and building a personal brand, you can convey authenticity and establish a closer connection with your patients. You can leverage your individual expertise and knowledge to stand out in the medical field.

Trust and reputation: If you have developed a solid reputation as a physician, use your personal name as a brand. Your existing patients and those who know you can trust you and your expertise.

Flexibility: A personal brand gives you flexibility in your medical career. You can change jobs or open your own practice without having to change your brand name.

 

differences in promoting a private brand and a personal brand?

 

Differences in promoting a Private Brand and a Personal Brand?

Promoting a commercial brand and a personal brand in medical marketing can involve differences in promotional strategy and approach. Promoting a commercial brand focuses on highlighting the reputation and resources of a medical institution, while promoting a personal brand focuses on highlighting the physician’s expertise and skills as an individual, enhancing a personalized connection with patients. Both approaches can be effective depending on your particular goals and circumstances. Some key differences are:

 

COMMERCIAL BRAND PROMOTION:

 

  • Focus on the institution: When promoting a commercial brand, the main focus is on highlighting the reputation, services and values of the medical institution in which it operates. The collective expertise and resources of the medical group are highlighted.
  • Greater reach: A trademark can have a greater presence in the marketplace, as it benefits from the exposure and resources of the medical institution. This may include advertising in various channels, participation in events, and partnerships with other organizations.
  • Building trust in the institution: Promoting a commercial brand seeks to build trust in the institution as a whole by highlighting its expertise, advanced technology, medical achievements and collaboration among healthcare professionals.
  • Consistent communication: When promoting a commercial brand, it is important to maintain consistent communication across all channels and among members of the medical team to ensure that a unified image is conveyed.

 

PERSONAL BRANDING:

 

  • Focus on the individual physician: When promoting a personal brand, the primary focus is on highlighting the physician’s experience, knowledge and skills as an individual. Emphasis is placed on his or her background, specialties and personal accomplishments.
  • Personalized relationship with patients: The promotion of a personal brand seeks to establish a direct and personalized connection with patients. It emphasizes the relationship of trust and the individualized care that the physician offers.
  • Online presence: Promoting a personal brand often involves having an active online presence, such as through a personal website, social media profiles and educational or informational content that reflects the physician’s experience and expertise.
  • Networking and referrals: Physicians who promote their personal brand often benefit from networking and referrals from other healthcare professionals, as well as testimonials and recommendations from satisfied patients.

 

medical social media marketing: differences for a commercial brand and a personal brand?

 

 

Medical Social Media Marketing: Differences for a Commercial Brand and a Personal Brand?

In medical social media marketing, the differences between promoting a commercial brand and a personal brand lie in the focus of the strategy and the way of interacting with the public. Some differences are:

 

COMMERCIAL BRANDING ON SOCIAL NETWORKS:

 

  • Focus on the institution: The trademark focuses on promoting the medical institution as a whole. Publications and content focus on the services, achievements and reputation of the clinic, hospital or medical organization. The collective experience of the medical team is highlighted.
  • Institutional content: Publications focus on sharing information about the institution, such as news, events, medical advances, patient testimonials and service promotions. Corporate image is highlighted and a more formal and professional tone is used.
  • Consistent institutional messaging: The commercial brand seeks to maintain a consistent voice and message across all social media platforms. This involves coordination between different members of the medical team and a planned content strategy.
  • Greater reach and following: Commercial brands often have a greater presence on social media due to their greater reach and resources. They can invest in paid advertising, collaborate with influencers and use broader marketing strategies to reach a wider audience.

 

PERSONAL BRANDING IN SOCIAL MEDIA:

 

  • Focus on the individual physician: Personal branding focuses on promoting the physician as an individual and expert in his or her field. Posts and content focus on sharing knowledge, medical advice, experiences and personal accomplishments.
  • Personalized content: Posts focus on sharing information relevant to followers, such as medical articles, opinions on current health topics, wellness tips, personal stories and edits on the practitioner’s medical practice.
  • Direct interaction with followers: Personal branding seeks to establish a direct connection with followers and potential patients. Interaction is encouraged through comments, direct messages and answers to questions. It seeks to build a community around the figure of the physician.
  • Personality and authenticity: Personal branding allows the physician to show his or her own personality and style on social networks. A more informal and approachable tone can be used, sharing personal experiences and humanizing the medical practice.

 

Patients What are the differences in a commercial brand and a personal brand?

 

In medical marketing to patients, there are differences between promoting a commercial brand and a personal brand in terms of how the connection is established and trust is built. It is important to keep in mind that in both cases, patient confidentiality and privacy are paramount. In addition, both strategies must comply with medical regulations and standards and ensure that quality and ethical services are provided to patients. Some differences are:

 

BRANDING WITH PATIENTS:

 

  • Focus on the institution: Trademarking focuses on promoting the medical institution as a whole. It highlights the reputation, services and resources of the clinic, hospital or medical organization. Trust is based on the collective credibility and expertise of the medical team.
  • Access to a wide range of services: By promoting a commercial brand, patients can showcase a variety of services offered by the institution. This can include access to specialists, advanced technology and multidisciplinary collaboration.
  • Consistency of care: The trademark strives to provide consistent care to patients across the different physicians and healthcare professionals that are part of the institution. It seeks to establish protocols and quality standards in patient care.

 

PERSONAL BRANDING WITH PATIENTS:

 

  • Focus on the individual physician: Personal branding focuses on the physician as an individual. It highlights their experience, expertise and style of medical practice. Trust is built based on the personalized relationship established with the patient.
  • Personalized care: By promoting a personal brand, patients can expect more personalized care focused on their individual needs. Direct communication, active listening and empathy on the part of the physician are valued.
  • Continuity of care: Personal branding seeks to foster a long-term relationship with patients. The physician becomes a constant point of reference for health care, which implies close follow-up and coordination of care at different stages and needs of patients.

 

professional medical marketing: differences for a commercial brand and a personal brand?

 

Professional Medical Marketing: Differences for a commercial brand and a personal brand?

 

In professionalized Medical Marketing, there are differences between promoting a commercial brand and a personal brand in terms of the strategy and approaches used. Some differences are:

 

COMMERCIAL BRANDING IN PROFESSIONALIZED MEDICAL MARKETING:

 

  • Focus on the institution: The trademark focuses on promoting the medical institution as a whole. The emphasis is on highlighting the reputation, services and resources of the clinic, hospital or medical organization. It seeks to establish credibility and trust in the institution as a whole.
  • Multidisciplinary medical team: When promoting a commercial brand, the collaboration between different specialists and health professionals within the institution is highlighted. The ability to provide comprehensive and multidisciplinary care to patients is emphasized.
  • Quality and standards of care: The trademark strives to establish high standards of quality in medical care. Adherence to protocols and practices based on scientific evidence is encouraged. Trust is based on the institution’s reputation and commitment to clinical excellence.

 

PERSONAL BRANDING IN PROFESSIONALIZED MEDICAL MARKETING:

 

  • Focus on the individual physician: Personal branding focuses on promoting the physician as an individual and an expert in his or her field. The emphasis is on highlighting his or her unique experience, knowledge and skills. It seeks to establish trust based on the physician’s personal reputation.
  • Specialization and leadership: By promoting a personal brand, the physician’s specialization in a particular area is highlighted. It seeks to establish the physician as a leader in his or her field by sharing knowledge and participating in training and outreach activities.
  • Physician-patient relationship: Personal branding focuses on establishing a close and personalized relationship with patients. Effective communication, empathy and the physician’s active participation in the care of his or her patients are valued.
  • Patient education and empowerment: When promoting a personal brand, it seeks to educate and empower patients. It shares relevant information, health tips and encourages patients’ active participation in their own care.

 

It is important to remember that in both commercial and personal branding in professionalized medical marketing, medical regulations and standards must be met. In addition, ethics and professional integrity must be paramount in all medical marketing strategies.

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