In today’s digital world, a strong personal brand is no longer optional—it’s essential. In his lecture, "Building Your Brand: Branding & Social Media Strategies for Healthcare Professionals," Joseph Allen, OD, emphasized how healthcare professionals can strategically use social media to grow their reputation, reach patients, and expand opportunities. The lecture occurred October 8.
Growing One's Reputation
Your brand is your reputation, a reflection of expertise, experience, and actions, Dr. Allen pointed out. To build a brand effectively, clarity is the first step: What do you want from your career or business? What reputation do you want to cultivate? Once defined, the process continues with identifying your niche and audience. Knowing who you’re speaking to—their age, values, needs, and online habits—helps you to identify what problems they have and how you can solve them, he stressed.
Reaching Patients
Next comes choosing the right platform. Each serves a purpose: LinkedIn for professional networking, YouTube for educational content, Instagram and TikTok for visuals and short-form engagement, and X (Twitter) for timely conversations, Dr. Allen explained. Rather than spreading yourself thin, start with one platform and master it, he said.
Keep a Steady Presence
Consistency is key. Creating a system for content production—whether scheduling posts; hiring help; or leveraging artificial intelligence tools, like ChatGPT, Google Gemini, or Perplexity, ensures a steady stream of quality material. You should also schedule time for creating content, be it taking photos, editing video, or writing posts, Dr. Allen pointed out. Content should focus on a few pillars of expertise, with evergreen topics that showcase authority while also offering relatable, sharable insights, he explained.
Expanding Opportunities
Posting is just the beginning. Authentic engagement—replying to comments, answering questions, and showing genuine interest—fosters community and trust, Dr. Allen stressed. Over time, tracking analytics allows professionals to refine strategies and double down on what works, he said.
He added that it’s important to build digital real estate beyond social media. Websites, email lists, and newsletters create long-term stability in a landscape where platforms constantly change, Dr. Allen noted. With clarity, strategy, and authenticity, healthcare professionals can transform social media from a chore into a powerful tool for growth and connection.
Have a Plan
More than anything, Dr. Allen said that consistency is key: "Consistency builds brands—and consistency comes from a system. Block time, plan your content, and stick to it. Stay focused on the long-term: Real brands are built over time, not in a single flash in the pan moment." OM