Doctor’s and medical staff’s personal branding in healthcare online marketing communication

The present research aimed to analyze the extent to which medical facilities utilize the personal brands of employed doctors and medical staff to shape their image through communication activities and to assess the impact of such activities on the brand image of these entities. The research methodology included a critical literature analysis and an empirical study conducted using qualitative content analysis. The analysis focused on one, highly demanding medical specialization—gynecology. The findings of the study suggest that leveraging the personal brands of doctors and medical personnel should be an integral part of the marketing strategy of medical facilities, as it significantly enhances their competitiveness in the healthcare market. It is also beneficial for the doctors and medical staff themselves, as it increases their recognition and credibility in the industry and among patients, as well as for patients, who can gain broader knowledge about the individuals caring for them. The study reveals that leveraging the personal brands of doctors and medical personnel significantly enhances the competitiveness of medical facilities and benefits all stakeholders involved. It highlights the strategic importance of integrating personal branding into healthcare marketing, improving recognition and credibility for medical staff and providing patients with better knowledge about their caregivers.