[Series Installment] Competition is intense in doctor marketing. First of all, more than three-quarters of the new patients in your practice began their selection process online. An effective LinkedIn Profile is a vital ingredient in a doctor marketing plan. Here’s how to build a stronger LinkedIn profile.
A solitary website isn’t sufficient “digital horsepower” these days. Every provider needs a multifaceted Internet presence to be among the Google, Bing or Yahoo search results. Having created a website, Facebook page and social sharing, physician practices often overlook the considerable benefits of LinkedIn.
It turns out that LinkedIn ranks fourth among the major social platforms, with about 255 million unique monthly visitors. And, yes…your visibility and listing on LinkedIn is considerably different from, for example, your Facebook content. And that’s the point; LinkedIn is more like a CV, and it means business.
Here are nine tips for creating—or upgrading—your LinkedIn profile for greater doctor marketing effectiveness:
Carefully drill down on all your details. Your LinkedIn page has dozens of entry points for information and particulars. A small error or simple omission can be troublesome. Use every option, and have one or two people independently proofread and fact-check. Confirm that all links are up-to-date and function properly.
Create a benefit-oriented headline. Beyond your name, offer the reader a unique description that implies or states value to the reader.
This is no time to be overly modest. In the summary and sections for detail, be accurate, authoritative and complete.
Invest in a current, professional (truly professional) photograph. People like people. But a fuzzy, ten year old headshot from your hospital badge is a turn-off. A quality pro-portrait is a worthwhile investment. Hire an experienced photographer, and post a recent image that communicates trust and authority.
Add a good background photo, too. In addition to a quality head-and-shoulders image, take advantage of the background photo to reinforce your brand, reputation or organization. Your main photo and your background photo have a strong and immediate impact with visitors.
Explain value and/or reader benefits when necessary. Listing, for example, specialized training or a professional recognition/award may require a few words of elaboration. Ask: “How does this particular detail benefit the reader? What do they need to know.”
Use the social proof sections. Invite professional colleagues to provide recommendations in the Experience section and under Skills & Endorsements.
Review and update everything regularly. Over time, details change. Add what’s new. Eliminate what’s out of date. Refresh your content as a regular routine. In addition, LinkedIn provides prompts and reminders when there is opportunity, for example, to “add an image,” “add to profile,” or expand on experience sections.
Interconnect and cross-promote all your online listings. To the extent possible, put links for all of your public-facing pages and social media on all of your Internet listings. And as appropriate, include email, social sites and websites on brochures, advertising material, etc.
REFER TO ADDITIONAL ARTICLES in this series, including:
- LinkedIn Cheat Sheet: Leverage the Executive Side of Social Media
- 10 Easy-to-Do Tips to Getting More Value from LinkedIn
- LinkedIn: Every Doctor’s Heavyweight Social Partner
- LinkedIn: Reputation Management for Hospital Executives
Stewart Gandolf, MBA, CEO
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