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Personal Branding For Corporate ODs

We live in a world that is highly digitalized. Whether it’s buying daily groceries, a new car, or even buying or selling real estate; everything is being done online. And we aren’t exaggerating when we say people are finding the diagnosis and even the treatment to with “Doctor Google”

The search for medical services and healthcare has become easier than ever thanks to the internet. The use of digital media will continue to grow. How your personal brand is represented on the web is critical for your future success as a Corporate OD. Whether you are a corporate OD in some market giant like Walmart, Costco, or Luxottica or someone practicing in a comparatively smaller optical , personal branding has become an important element more than ever if you want to ensure that you continue advancing in your career path. You want to be know as ” Dr Smith” not the Doctor inside Walmart.

In the field of corporate optometry, needless to say, patients are not just customers, but the sole decision-makers as well. Based on the information they do or do not find about a service, they decide whether to chose you or another provider. Your “reputation” on the web will guide those decision-makers to seek care from you. Your reputation online is the new word of mouth referral. Carefully monitoring what you want others to say and think of you online will continue to elevate your personal brand. A strong personal brand will help you get a promotion, next career move and leadership positions. If you want to outshine in your field and stand out both online and offline, you must follow these essential tips for personal branding.

Take the lead

The work you do is valuable not just to you, but also to your existing as well as any other potential patients in the future. Highlight some of your most important achievements and philosophies in a decent yet noticeable way.

Employed Corporate ODs can display their diplomas and other accomplishments at your corporate optical.  Share them on your own profile online or company social media accounts. Be confident about your skills and the way you practice, people are more likely to trust you for their care.

You should also feel free to share other things that you cherish most in your life. Be it your hobbies, personal interests, awards, charity work, research project or even memorable events with your friends and family. You can gain people’s trust by ensuring they feel familiar with you and can link to you on a closer, friendlier level.

 

Rise from the competition

With the rise of technology, there exist more and more online platforms where you can make your presence known. Corporate ODs can have their own social media pages that is affiliated with the corporate optical . Providing quality content about eye care will improve your standing and thereby, your viewers as well. Moreover, you will also develop you as an eye care expert in the community. It will strengthen your patient base but will also create networking opportunities with other Doctors that can lead to future careers advancements.

Create opportunities

With a diverse outreach in corporate optometry and additional help from your colleagues, you can create opportunities for yourself. Partnering with the eye care director or regional manager will help create opportunities for yourself. Being on advisory boards for corporate opticals will help open doors for yourself if you would like to have a leadership position.  Their recommendations can help build credibility to your name and make your personal brand a brand which people will be proud to endorse.

With proper personal branding, you are sure to be clearly visible  to your patients and future career advancements.

A Different Approach on How to Compete with Online Retailers

E-commerce business has grown tremendously over the years and will continue to innovate and revolutionize how our patients seek knowledge, choose providers and purchase health care products. Emotional branding could be a different approach on how optometrists can compete with online retailers. It can be a way to provide the best customer service as consumer trends change and seek more of an experience than price orientated as focused on by the baby boomer generation.

Understanding what might trigger a patient emotionally to buy products or seek services from your office can be a way to combat online retailers and create loyalty and retention.   Tapping into the emotions of your patients from the first interaction to promote your service or products is called Emotional Branding.   Your brand image is very powerful. It triggers your patients to engage with you. Once you have them engaging with you, emotional branding builds those lasting relationships that creates patient retention, loyalty and trust.

 

Call to Action Plan on Emotional Branding.

 

  1. Storytelling– The patient brand experience depends on it.  The way you create emotional engagement is critical to getting the results that you want whether it is making a sale, creating patient retention or building a reputation. Create a story of you! Let your patients or potential patients know who you are. A Parent, animal lover or sports fan whatever it is promote it in the office, via eblasts or social media to create a personalized approach to your brand strategy. Engage your patients and learn what has attracted them to you. Understand the lifestyle of your patients and promote products or services that your patients will benefit from. You want to know what triggers them to choose your office. Promoting yourself through storytelling is a powerful way to get patients talking about your office and referring others. Storytelling creates a  brand story that educates patients, inspires them or makes them feel something. Those feelings create lastly impressions that keep people coming back and not going to your competitor. Let your patients know about your volunteer work as an optometrist, your struggles and accomplishments, provide a “human effect” that online retailers can’t compete with. Your goal is to make them feel or experience something during the interaction.
  2. Emotional Drivers– Once you have successfully promoted your brand through storytelling and understand what your patients want. You can determine which emotional drivers influence your patients.  Some emotional drivers in your optometry office include being healthy, improving appearance and self confidence. Knowledgeable ODs can use these drivers to cultivate personalized approach to the treatment plan, recommendation of products and ultimately a defensive strategy to online retailers.
  3. Consistency – People don’t like change if they are comfortable and happy with your services. They are used to a certain experience and value. Develop a brand specific strategy that is inviting to your patients. Whether it be that your services are provided on a timely manner or a friendly environment for families, being consistent will differentiate your office from online retailers. The value and emotional experience that your patients feel outweighs e-commerce pricing. When returning patients ask about your vacation or children you have successfully accomplished the art of emotional branding.