The importance of the professional personal brand. The doctors' personal brand

摘要

Against the background of a thorough specialization, any professional, no matter his/her specialization, has to build around andfor himself strong integrated and marketing campaigns, which should shed light on him/her and make him/her eligible for theconsumers of services from his/her area of specialization. The personal brand is what a person wishes to do in order for him/herto escape the anonymity of his/her profession, to become visible in a certain circle or for a particular cause. The cover isimportant, but the content is essential, as it is the one that gives the final touch to the product and/or services.As regards the medical field, the evolution of the medical system in Romania and, even more so, the existence of private medicalservices are factors against which the imposing app, the reputation, the fame of a doctor work as an elegant and outstanding labelplaced in front of the consumers.Unlike other types of services, medical services, including doctors, no matter their specialization, have that particular feature ofbeing evaluated by the consumers only from the point of view of perception, few of them having the necessary competences tomake an objective assessment.