Learn how to establish your personal brand with expert Kimberley R. Barker, MLIS.

1. Kimberley R. Barker, MLIS
Librarian for Digital Life
Kimberley@Virginia.edu
Establishing your
Personal Brand

5. What is personal branding?
“Your brand is a perception or emotion, maintained by somebody other than
you, that describes the total experience of having a relationship with
you."
-McNally & Speak
• "The process by which you match your public image to your inner
values, for the purpose of establishing yourself, professionally and
personally."
- Kimberley R. Barker, MLIS

7. Action item
• Read “The Brand is Personal Again”; Gunnar Habitz;
https://www.linkedin.com/pulse/brand-personal-again-gunnar-
habitz-cmgr

11. Types of Personal Branding
• Internal
• Slack
• Skype
• Email: signature file; fonts
• Performance evaluations
• Phone/video meetings
• External
• Social media platforms
• Email
• Search engine results
• Photos
• Public reviews of your work
• Conference/video calls

12. Common Factors
• Photo(s)
• Name
• Contact information
• Employer
• Title/position
• Biographical/personal information
• Your activity

13. At its heart, your brand should communicate:
•Who you are
•What your skills are
•What you can offer clients/employers
•Your ethics

24. All capybara are animals, but not all animals
are capybara.

25. “What’s the best social media platform?”
• The one that you’ll use
• The one that your target audience uses
• LinkedIn

26. LinkedIn Opportunities:

27. Twitter Opportunities

28. Doctor-specific Social Media Platforms
"Sermo is the largest global healthcare data collection company and social
platform for physicians, with a panel of 1,3MM HCPs across 150 countries.
Sermo has been specializing in global HCP data collection since 2005. In
2019, Sermo conducted over 4,600 research projects and over 600,000
completed surveys." https://www.sermo.com/methodology/

29. Doctor-specific Social Media Platforms
"Doximity is the leading professional medical network with over 70% of
all U.S. physicians as verified members, and a total membership base of
over one million healthcare professionals. On Doximity, physicians use
their iPhone, iPad, Android device or computer to securely collaborate
with other physicians, review career opportunities and stay current on
the latest medical news. Start by claiming your professional profile and
then claim a free digital fax line and access other time-saving
tools." https://www.doximity.com/about/faq

30. Speaking of social media…

37. Why Google?

38. About the previous slide:
“Stats are based on aggregate data collected by statcounter on a
sample exceeding 10 billion pageviews per month collected from across
the statcounter network of more than 2 million websites. Stats are
updated and made available every day, however are subject to
quality assurance testing and revision for 45 days from publication.”
- https://gs.statcounter.com/about

48. • Only 3% of people* DON’T use
social media
*Across 34 countries, among people
aged
16-64.

49. Why should you care? (1)
• “… 77 percent of patients conduct an online search before making
an appointment with a physician, meaning most prospective
patients' first impression of a provider or healthcare organization
occurs online, before they even step foot inside the facility.”*
• “According to Mr. Rainey, 47 percent of patients are willing to go
out of network based on reviews. ‘When doctors are missing star
ratings and reviews, more than 50 percent of people searching for
doctors will not choose those providers,’ he added.”*
*“How first impressions online affect patient acquisition and hospital revenue” (2017)
https://www.beckershospitalreview.com/hospital-management-administration/how-first-impressions-
online-affect-patient-acquisition-and-hospital-revenue.html

50. Why should you care? (2)
• Forty percent reported that physician rating sites were “very important” when choosing a physician,
although rating sites were endorsed less frequently than other factors, including word of mouth from
family and friends
• Awareness of online physician ratings (65 percent) was lower than for consumer goods such as cars
(87 percent) and non-health care service providers (71 percent)
• Among those who sought online physician ratings in the past year, 35 percent reported selecting a
physician based on good ratings and 37 percent had avoided a physician with bad ratings
• For those who had not sought online physician ratings, 43 percent reported a lack of trust in the
information on the sites.
Study Examines Public Awareness, Use of Online Physician Rating Sites:
https://media.jamanetwork.com/news-item/study-examines-public-awareness-use-of-online-physician-
rating-sites/ (2012; 2014)

51. 2012

52. Yelp
•Study shows high Yelp rating correlates with better Hospital
Outcomes
–Bardach, NS, Asteria-Peñaloza, R, Boscardin,WJ, Adams Dudley,
R. The relationship between commercial website ratings and
traditional hospital performance measures in the USA. BMJ
QualSaf. 2012.
http://www.imedicalapps.com/2013/02/yelp-hospital-outcomes/

56. Varying levels of security & privacy

65. Resources
•
How to Promote Yourself Without Looking Like a Jerk; https://hbr.org/2014/12/how-to-promote-
yourself-without-looking-like-a-jerk
• Delete after death? What to do with digital identity when a loved one dies
• https://www.irishtimes.com/life-and-style/people/delete-after-death-what-to-do-with-
digital-identity-when-a-loved-one-dies-1.2834205
• Your Digital Inheritance: What Happens to Your Social Media Accounts When You Die?
• https://www.huffingtonpost.com/entry/your-digital-inheritance-what-happens-to-your-
social_us_589e65a1e4b0cd37efcfe8a4
• 7 Resources for Handling Digital Life After Death
• https://mashable.com/2010/10/11/social-media-after-death/#5txiSW5EtGqJ

66. Resources
• "The Twitter Chat that Killed SERMO"- https://medicalmarcom.com/medical-
device-marketing/twitter-chat-that-killed-sermo-meddevice/
• "Sermo Launches Redesigned Global Physician Platform with Enhanced Product
Features"-
https://www.businesswire.com/news/home/20190918005221/en/Sermo-
Launches-Redesigned-Global-Physician-Platform-Enhanced
• Twenty Top Physician Social Media Influencers 2019-
https://www.medscape.com/slideshow/physician-social-media-influencers-
6012017#1
• https://gs.statcounter.com/about