The Importance of the Professional Personal Brand. The Doctors’Personal Brand

Abstract

Against the background of a thorough specialization, any professional, no matter his/her specialization, has to build around and for himself strong integrated and marketing campaigns, which should shed light on him/her and make him/her eligible for the consumers of services from his/her area of specialization. The personal brand is what a person wishes to do in order for him/her to escape the anonymity of his/her profession, to become visible in a certain circle or for a particular cause. The cover is important, but the content is essential, as it is the one that gives the final touch to the product and/or services. As regards the medical field, the evolution of the medical system in Romania and, even more so, the existence of private medical services are factors against which the imposing app, the reputation, the fame of a doctor work as an elegant and outstanding label placed in front of the consumers. Unlike other types of services, medical services, including doctors, no matter their specialization, have that particular feature of being evaluated by the consumers only from the point of view of perception, few of them having the necessary competences to make an objective assessment.

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