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LinkedIn Publishing: Reputation Management Tool for Physicians

By Stewart Gandolf, Chief Executive Officer

Red "Online Marketing" keyboard keyWe often make the point that LinkedIn has a business and professional flare that is a “natural” for showcasing the expertise of doctors and hospital executives. LinkedIn’s newly expanded publishing feature presents even greater opportunity for content creation and reputation management.

LinkedIn began as an online executive resume/job board just over a decade ago. An individual’s biographical information remains important, but executive and business profiles are only part of a robust presentation of skills and expertise.

Personal publishing via LinkedIn generates content for their profile page and is widely available to nearly 280 other site users. LinkedIn new “Definitive Professional Publishing Platform” is especially well suited for physicians and health industry executives to create and present authoritative content for several reasons. Physicians and healthcare executives:

  • Have a credentialed expertise that can influence others
  • Share knowledge that extends professional reputations
  • Are often thought leaders in medical science and healthcare delivery

“LinkedIn is opening up our publishing platform to our members, giving them a powerful new way to build their professional brand,” the company announced. “When a member publishes a post on LinkedIn, their original content becomes part of their professional profile, is shared with their trusted network and has the ability to reach the largest group of professionals ever assembled.”

LinkedIn has opened the doors of the previously restricted “Influencer” posts. “LinkedIn Influencer started in fall of 2012 and features top voices in business like Richard Branson, Martha Stewart and Bill Gates.

“The expertise they have shared through their Influencer posts has resonated in a meaningful way with LinkedIn members and is fueling business conversations. The average Influencer post drives more than 31,000 views and receives more than 250 likes and 80 comments. By any measure, this is a remarkably high level of engagement for digital content.”

More than most other social media platforms, LinkedIn allows physicians and communications professionals to showcase the business side of their career and work. And ultimately, this enhances their personal branding and extends professional reputation.

There’s more information available at the LinkedIn Help Center. And for related background, see our previous posts:

See how Healthcare Success transforms doctor marketing by generating exposure and increasing qualified leads!

Stewart Gandolf, MBA

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