The Communicative Potential of Doctor's Personal Brand
https://doi.org/10.21453/2311-3065-2024-12-1-92-106
Abstract
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.
About the Authors
A. B. Tsvetkova
Russian Presidential Academy of National Economy and Public Administration (RANEPA)
Russian Federation
Russian Federation
Anna B. Tsvetkova – CansSc (Econ.)., associate professor of the Department of Marketing and Advertising, Institute of Industry Management, RANEPA.
Moscow
J. N. Stupina
Clinical Hospital Lapino
Russian Federation
Russian Federation
Yulia N. Stupina – CandSc (Med.) obstetrician-gynecologist at Clinical Hospital Lapino, leading specialist at the Preventech clinic, member of the Russian Academy of Obstetricians and Gynecologists.
119571, Moscow, Vernadskogo av., 82
References
1. Ataeva V.Kh. (2021). Features of reputation management in medical institutions. In: Mechanisms for implementing the strategy of socio-economic development of the state. Collection of materials of the XIII International Scientific and Practical Conference. Dagestan State Technical University. Makhachkala. P. 17-20 (in Rus.).
2. Bezzubenko O.I. (2022). Brand status of a doctor as the basis for professional and personal growth of a medical specialist. Cardiovascular therapy and prevention. No. 21 (7): 3349. P. 103-104. DOI:10.15829/1728-8800-2022-3349 (in Rus.).
3. Bikmetov E.Yu., Galikhanova L.I., Kuznetsova E.V., Ruvenny I.Ya. (2023). Using customer experience to make marketing decisions in healthcare. KANT. No. 3 (48). P. 4-9. DOI: 10.24923/2222-243X.2023-48.1 (in Rus.).
4. Bunakova A. (2021). Doctors’ blogs as a tool of medical communication: the degree of development of the issue in the Russian-speaking scientific community. New directions of digital health care. No. 4. P. 70-78. DOI: 1025881/18110193_2021_4_70 (in Rus.).
5. Gagarina E.Yu. (2018). Self-presentation of the doctor’s brand in a social network. In: Russian language and literature in professional communication and multicultural space: materials of the International Scientific and Practical Conference. Moscow: Pero Publishing House; Saratov: Amirite. P. 78-80 (in Rus.).
6. Dibrova Yu.A., Bolsunovskaya L.M. (2022). The image of a doctor: the marketing aspect of professional self-realization of the individual. Professional representations. No. 1 (14). P. 145-152 (in Rus.).
7. Zubareva N.N. (2021). Reputation management in medical marketing. Economics and Entrepreneurship. No. 7. P. 733-738 (in Rus.).
8. Issers O.S. (2023). Dialogue with the consumer in the era of mediatization: responses to reviews of medical services in the conditions of Internet communication. Current problems of philology and pedagogical linguistics. No. 2. P. 43-54. DOI: 10.29025/2079-6021-2023-2-43-54 (in Rus.).
9. Kolesnikova S.S., Vasilenko M.A. (2021). On the importance of brand and image in the marketing of a medical organization. Economics, organization and enterprise management. No. 11. Vol. 1. P. 97-101. DOI: 10.36871/ek.up.p.r.2021.11.01.013.
10. Maykova N.O., Borovskaya M.O., Eremina Yu.A. (2023). The role of the personal brand of medical workers in creating demand for medical services. Remedium. Vol. 27. No. 4. P. 358-361. DOI: 10.32687/1561-5936-2023-27-4-358-361 (in Rus.).
11. Medvedeva A.V. (2022). What is a personal brand and why does a medical specialist need it? In: Abstracts of the XVI All-Russian Seminar “Reproductive Potential of Russia: Versions and Contraversions” and the IX All-Russian Conference “FLORES VITAE. Contraversions of neonatal medicine and pediatrics” (Sochi). P. 46-47 (in Rus.).
12. Reznikova A.A. (2022). Methodology for building a doctor’s brand in social networks. In: Young scientists of Russia. collection of articles of the XIV All-Russian Scientific and Practical Conference. Penza. P.123-125 (in Rus.).
13. Ioan Corina A. (2014). Development of personal brand of doctors online. Phd thesis [access mode]: http://phdthesis.uaic.ro/PhDThesis/Ioan,%20Corina,%20Anamaria,%20Development%20of%20personal%20brand%20of%20doctors%20in%20online,%20via%20social%20networks.pdf (accessed 02/02/2024).
14. Florin-Alexandru L., Ioan Corina A., Sasu C. (2015). The importance of the professional personal brand. The doctors`personal brand. Procedia Economics and Finance. No. 20. P. 350-357. DOI: 10.1016/S2212-5671(15)00083-0.
Review
For citations:
Tsvetkova A.B., Stupina J.N. The Communicative Potential of Doctor's Personal Brand. Communicology. 2024;12(1):92-106. (In Russ.) https://doi.org/10.21453/2311-3065-2024-12-1-92-106
Views:
382
Email this article 
