As a healthcare professional, your online presence is more important than ever. Patients are increasingly turning to the internet to research doctors and other medical specialists before booking appointments. Your LinkedIn profile is often the first impression potential patients will have of you, so it’s crucial to make it count. You can also attract paid speaking, teaching opportunities, and leadership positions in medical associations by building your brand online. Here’s how to enhance your LinkedIn presence and build trust with your patients, event organizers, other medical professionals, and organizations.
Why Your Online Presence Matters
Here’s one mistake we often find when we go online and look at people in medicine or healthcare in general. We train presidents of medical associations and doctors all over the world. We build their online brands so they can educate and help more people inside their hospital systems and private practices. Our work helps them get more speaking engagements and media interviews, and they gain more attention. We also help them advocate for healthcare in Washington, D.C. Our work helps them change laws.
The first thing we do is help them craft their online brand. Most barely exist online before we get to work. That’s a big mistake.
Recently, my doctor recommended a colonoscopy. At 48, I knew it was time for this cancer screening. However, when it came to choosing a doctor for the colonoscopy, I wanted to be sure I was in expert hands. I began researching doctors in my area, looking for someone with a strong online presence that would reassure me of their expertise. To my surprise, I found that many doctors had incomplete or outdated profiles, making it difficult to trust their qualifications.
This experience highlighted a critical gap in how healthcare professionals present themselves online. As patients, we seek confidence and assurance in our healthcare providers. A well-crafted LinkedIn profile can provide that sense of trust and reliability. Here’s how you can make sure your LinkedIn profile stands out:
1. Complete Your Profile
An incomplete profile can be a red flag for potential patients. Make sure every section of your LinkedIn profile is filled out, including:
- Professional Headline: Clearly state your role and specialization. What are you an expert in? Do you speak on it? Are you media trained? Mention that.
- Summary: Write a compelling summary that highlights your expertise, experience, and passion for your field.
- Experience: Detail your work history, emphasizing relevant positions and responsibilities.
- Education: List all your degrees, certifications, and any additional training you have completed.
- Skills and Endorsements: Add skills that are pertinent to your field and ask colleagues to endorse them.
- Recommendations: Request recommendations from peers, mentors, and patients who can vouch for your skills and professionalism.
2. Showcase Your Expertise
Patients want to see that you are a leader in your field. Use your LinkedIn profile to highlight your expertise:
- Publications: Include links to articles, research papers, and other publications you have authored or contributed to.
- Presentations: Share details of conferences where you have spoken or presented.
- Media Appearances: Add links to interviews or media features that showcase your knowledge and expertise.
- Certifications: Highlight any special certifications or additional training that sets you apart.
3. Use a Professional Photo
A professional photo is essential for making a good first impression. Choose a high-quality headshot where you are dressed appropriately for your profession. Patients want to see the person who will be handling their care, so ensure your photo conveys trustworthiness and approachability. Look straight at the camera. Do not cross your arms. Look friendly and professional. You can be both!
4. Highlight Patient Testimonials
Positive testimonials from patients can significantly enhance your credibility. Ask satisfied patients to write recommendations for you on LinkedIn. These testimonials provide social proof of your skills and patient care.
5. Engage with Relevant Content
Stay active on LinkedIn by sharing and engaging with content relevant to your field. Post articles, comment on industry news, and join professional groups. This not only keeps your profile active but also positions you as an engaged and informed professional.
6. Use Keywords Wisely
Incorporate relevant keywords throughout your profile to improve your visibility in search results. Think about the terms patients might use when looking for a specialist in your field and include those keywords naturally in your headline, summary, and experience sections.
7. Keep Your Profile Updated
Regularly update your profile with new accomplishments, certifications, and experiences. An up-to-date profile reflects your ongoing commitment to professional growth and keeps your information current for patients.
Conclusion
In today’s digital age, your LinkedIn profile is more than just an online resume. It’s a powerful tool to build trust, showcase your expertise, and attract new patients. By investing time in creating a comprehensive and engaging LinkedIn profile, you can ensure that you make a positive impression on potential patients and stand out as a leader in your field.
At Janicek Performance Group, we specialize in coaching healthcare professionals to optimize their online presence. We work with medical associations, biotech firms, hospitals, and doctors from prestigious institutions like Harvard, Yale, Mayo Clinic, and Cleveland Clinic, helping them enhance their profiles and build trust with patients. Trust us to help you elevate your LinkedIn presence and attract more patients to your practice.
