Occasionally, I get a little push-back from doctors who challenge my advice saying: “I don’t need an ‘elevator speech.’ Everyone knows who I am, I’m not pitching investors, and I’m not ‘networking.’ Besides, it sounds phony and I’d never use it.”
That's not from everyone, of course. Many professionals know about the "quick message" technique, and successful doctors use it several times each day. Done well, it’s natural sounding, immediately engaging and it often generates business. It's a brief info bite--a branding message that you control--which immediately tells people what you want them to know about you.
The fact is that, more than every before, doctors and other providers need to differentiate themselves—by personal brand and professional reputation—amid the intensely competitive world of healthcare delivery. The 30-second “elevator speech” is a golden opportunity to distinguish yourself, your profession, your practice or organization.
And, know it or not, ...yes you are “networking.” Everyone in business is networking. Doctors ARE the business in the mind of the public (consumers, prospective patients, patients). Presenting a quick and compelling verbal message is a key part of your branding effort, and memorable messages are often repeated by both patients and professional colleagues.
To a great extent a doctor’s personal brand is shaped by the message that is crafted and present. And, used frequently, a 30-second reputation-builder statement:
How to sell yourself in 30-seconds without sounding self-promoting…
Admittedly it’s a challenge to be clear, concise and memorable in a brief message. But it’s worth the time and effort to create, practice, perfect and use a message that is presented spontaneously and makes a lasting impression.
It is an underutilized, but highly effective, marketing tool—one that you control—to continually present your brand message and shape your professional reputation.
An additional resource is the previous Healthcare Success article titled, Sharing Value and Piquing Interest in 50 Words or Less that includes additional guidance and example messages.