Doctor’s and medical staff’s personal branding in healthcare online marketing communication
Doctor’s and medical staff’s personal branding in healthcare online marketing communication

Summary/Abstract: The present research aimed to analyze the extent to which medical facilities utilize the personalbrands of employed doctors and medical staff to shape their image through communication activ-ities and to assess the impact of such activities on the brand image of these entities. The researchmethodology included a critical literature analysis and an empirical study conducted using quali-tative content analysis. The analysis focused on one, highly demanding medical specialization—gynecology. The findings of the study suggest that leveraging the personal brands of doctors andmedical personnel should be an integral part of the marketing strategy of medical facilities, as itsignificantly enhances their competitiveness in the healthcare market. It is also beneficial for thedoctors and medical staff themselves, as it increases their recognition and credibility in the industryand among patients, as well as for patients, who can gain broader knowledge about the individualscaring for them. The study reveals that leveraging the personal brands of doctors and medical per-sonnel significantly enhances the competitiveness of medical facilities and benefits all stakeholdersinvolved. It highlights the strategic importance of integrating personal branding into healthcaremarketing, improving recognition and credibility for medical staff and providing patients with betterknowledge about their caregivers.

• Details
• Contents