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Slide Notes

In this talk, I'll going to give you some tips, ideas, and suggestions to help you create a professional online brand which reflects and maybe even enhances your offline brand.
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Taking Care of Your Online Brand

Published on Nov 19, 2015

This presentation covers strategies for physicians to manage their professional branding on social media.


Taking Care of Your Online Brand
by Kelli S. Burns, Ph.D.

In this talk, I'll going to give you some tips, ideas, and suggestions to help you create a professional online brand which reflects and maybe even enhances your offline brand.

Online Physician Research

Physicians on Social Media

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4 Steps to Online Branding

  • Consider What Googlers Find
  • Address Social Media Concerns
  • Set up LinkedIn/Blog
  • Develop your Personal Mission/Vision Statements
During this talk, I will walk you through these four steps to online branding success. As I was thinking about these four points, I realized they sounded a lot like the steps a party host might take to organize and manage a cocktail party. There's even a book by Jim Tobin called "Social Media is a Cocktail Party" so I'm not the only one who has used this metaphor. You have to first clean things up, then set up, manage your online brand, and finally network while you are there.

Step 1: Consider what Googlers find

Patient Frustration

  • Google doctor's name...
  • HealthGrades, Vitals, RateMDs
  • Hospital websites that provide little information
There are ways that you can get the content that you have created and you control in front of your patients, prospective patients, or any other publics that might need access to you. One of the best ways is to use social media.


  • Keep your information updated on your practice website
  • Get a great headshot
  • Set up social media accounts
Photo by eggrole

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Step 2: Address Social Media Concerns

Managing Your Social Media

  • Separate personal and professional (privacy settings and don't add patients to personal)
  • Responsible posting and policing
  • Protect patient privacy and refer to office for appointment
  • Source: "Online Medical Professionalism: Patient and Public Relationships" in Annals of Internal Medicine, 2013
Consider the value of what you are posting and be purposeful in what you share.
You can share blog posts on Linkedin to distribute to a wider audience.
Photo by alexliivet

Step 3: Set Up LinkedIn and Blog

Photo by nan palmero


  • Ranks high in Google searches
  • Build a network with other professionals/join groups
  • News feed of relevant articles
  • Promote yourself

Creating your Blog

  • Set up on Wordpress
  • Get hosting and domain from bluehost, name.com
  • Manage blog through Wordpress
  • Alternatives: Squarespace, Wix
Photo by tarop

Content for Blog

  • About (Professional Bio)
  • CV
  • Papers/presentations (PDFs or links to source)
  • Professional headshot
  • Skills
  • Blog?

Step 4: Personal Mission/Vision Statements

On the Internet, nobody knows you are a dog.
Photo by keepitsurreal

Mission vs. Vision

  • A mission statement describes what you currently do.
  • A vision statement outlines who you want to be in the future.

"The mission ... is to provide for the education of students and professionals of the health and biomedical sciences through the creation of a scholarly environment that fosters excellence in the lifelong goals of education, research activity and compassionate patient care."

"We shall be the premier cancer center in the world, based on the excellence of our people, our research-driven patient care and our science. We are Making Cancer History."

"Managing your brand is not a singular event but a continuous process."

Photo by Max Braun

Recommended Resource:
"Social Media in Medicine: The Impact of Online Social Networks on Contemporary Medicine" – 2012
by Beatrice A. Boateng and Erik W. Black