Creating a Powerhouse LinkedIn Profile for Doctor Marketing

By Stewart Gandolf
Chief Executive Officer

[Series Installment] Competition is intense in doctor marketing. First of all, more than three-quarters of the new patients in your practice began their selection process online. An effective LinkedIn Profile is a vital ingredient in a doctor marketing plan. Here’s how to build a stronger LinkedIn profile.

LinkedIn homepage

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A solitary website isn’t sufficient “digital horsepower” these days. Every provider needs a multifaceted Internet presence to be among the Google, Bing or Yahoo search results. Having created a website, Facebook page and social sharing, physician practices often overlook the considerable benefits of LinkedIn.

It turns out that LinkedIn ranks fourth among the major social platforms, with about 255 million unique monthly visitors. And, yes…your visibility and listing on LinkedIn is considerably different from, for example, your Facebook content. And that’s the point; LinkedIn is more like a CV, and it means business.

Here are nine tips for creating—or upgrading—your LinkedIn profile for greater doctor marketing effectiveness:

Carefully drill down on all your details. Your LinkedIn page has dozens of entry points for information and particulars. A small error or simple omission can be troublesome. Use every option, and have one or two people independently proofread and fact-check. Confirm that all links are up-to-date and function properly.

Create a benefit-oriented headline. Beyond your name, offer the reader a unique description that implies or states value to the reader.

This is no time to be overly modest. In the summary and sections for detail, be accurate, authoritative and complete.

Invest in a current, professional (truly professional) photograph. People like people. But a fuzzy, ten year old headshot from your hospital badge is a turn-off. A quality pro-portrait is a worthwhile investment. Hire an experienced photographer, and post a recent image that communicates trust and authority.

Add a good background photo, too. In addition to a quality head-and-shoulders image, take advantage of the background photo to reinforce your brand, reputation or organization. Your main photo and your background photo have a strong and immediate impact with visitors.

Explain value and/or reader benefits when necessary. Listing, for example, specialized training or a professional recognition/award may require a few words of elaboration. Ask: “How does this particular detail benefit the reader? What do they need to know.”

Use the social proof sections. Invite professional colleagues to provide recommendations in the Experience section and under Skills & Endorsements.

Review and update everything regularly. Over time, details change. Add what’s new. Eliminate what’s out of date. Refresh your content as a regular routine. In addition, LinkedIn provides prompts and reminders when there is opportunity, for example, to “add an image,” “add to profile,” or expand on experience sections.

Interconnect and cross-promote all your online listings. To the extent possible, put links for all of your public-facing pages and social media on all of your Internet listings. And as appropriate, include email, social sites and websites on brochures, advertising material, etc.connect with us icon examples

REFER TO ADDITIONAL ARTICLES in this series, including:

Stewart Gandolf, MBA, CEO

Stewart Gandolf
Chief Executive Officer at Healthcare Success
Stewart Gandolf, MBA, is Chief Executive Officer of Healthcare Success, one of the nation's leading healthcare and digital marketing agencies. Over the past 20 years, Stewart has marketed and consulted for over 1,000 healthcare clients, ranging from practices and hospitals to multi-billion dollar corporations. A frequent speaker, Stewart has shared his expertise at over 200 venues nationwide. As an author and expert resource, Stewart has also written for many leading industry publications, including the 21,000 subscriber Healthcare Success Insight blog. Stewart also co-authored, "Cash-Pay Healthcare: Start, Grow & Perfect Your Cash-Pay Healthcare Business." Stewart began his career with leading advertising agencies, including J. Walter Thompson, where he marketed Fortune 500 clients such as Wells Fargo and Bally's Total Fitness.



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