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How To Build A Personal Brand As A Doctor In A Way That Doesn’t Feel Like A Second Job

Ernesto Gutierrez, MD
3 min readJan 16, 2023


Building a personal brand requires a bit more effort than to “just create content”.

And while this does mean there’s work involved, the good news is you’re likely putting in too much work. A successful personal brand should be a perfect example of working smarter, not harder.

So, if you’re a doctor and you want to make 2023 the year in which you finally grow an audience online so you can reach and serve more people, you’ll want to bookmark this essay.

Building a personal brand online really only takes 3 steps:

1. Identify your ideal audience.

Your ideal audience are those people whom you wish to serve.

Most doctors think they know who their ideal audience is. But they often think in too broad terms. And other times, they’re just plain wrong…

The mistake is thinking your ideal audience is anyone who needs your services.

But that’s too broad. Refine it further. Think demographics. Then psychographics. Then narrow it a bit more.

It is not until you’re able to clearly picture one specific person –the “poster child” of your ideal audience– that you’re able to create engaging and compelling content.

2. Next you need to uncover your character.

The problem most doctors face when presenting their online persona is that… they’re boring.

As a doctor you think you need to be all business in order to “be professional”, but this is exactly the reason why you struggle so much with your personal branding. So what can you do to be less boring?

In storytelling there’s a framework called the character diamond. And just like a storyteller uses it to develop her characters, you can use it to develop yours!

It does not mean you should make up a fake personality though.

Instead you should follow the framework to “uncover” the likable character already in you. This will guide the type of content you create, the expressions you use and how it all fits together with your own brand.

3. Build a strategy that works for you.

Finally, we arrive at content creation.

Again, the mistake is thinking you must publish content for the sake of publishing content. Doing this might keep the algorithms happy but it barely benefits your personal brand. In fact, it might weaken it.

On the other hand, when you have a clear strategy, creating compelling and engaging content, at the right frequency, becomes so easy you can delegate it!

Now all you have to do is follow these steps and put in the work.

I just revealed the entire “recipe” I follow when I’m helping clients build a stronger presence online.

In fact, it’s the same recipe I follow to build the personal brand that keeps my agency and my consultancy growing steadily without paid ads.

And if you’d like a bit more help, check out my Personal Branding Masterclass. It’s on sale until Jan 31st, 2023.

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Ernesto Gutierrez, MD

I help experts build businesses aligned with their true life goals • Physician - Retired at 38 • Full-Time Dad & Husband 🤟🏻