The Communicative Potential of Doctor's Personal Brand

The importance of a doctor’s personal brand in medical marketing lies in its ability to create an additional competitive advantage when promoting the entire medical institution. A strong personal brand of a doctor attracts new patients and retains old ones, which ultimately contributes to the growth of income of the entire medical institution. Patients in the modern information society can easily obtain information about a particular medical professional, his professional successes and treatment results. The role of a doctor’s personal brand that is based on trust, professionalism, recognition and respect, is seriously increasing. The authors of the article represent the results of their own research on consumers of medical services and identify the influence of the doctor’s personal brand on establishing and maintaining communication with the patient.