The Doctor Will See You Now: Why GPs Need to Think Like Brands
In an era where your next meal, date, or even therapist is just a swipe away, it’s no surprise that healthcare is following suit. But here’s a thought: when was the last time you chose a doctor without Googling them first? If you’re like most people, the answer is probably never. This shift in patient behavior is why the idea of GPs as brands isn’t just a trendy concept—it’s a necessity.
The Digital Patient: A New Kind of Consumer
Today’s patients aren’t just looking for a doctor; they’re looking for an experience. They’re scouring social media, reading reviews, and even asking AI chatbots for recommendations. Personally, I think this is both exciting and daunting. Exciting because it levels the playing field, allowing smaller practices to compete with larger ones. Daunting because it forces GPs to step out of their comfort zones and into the spotlight.
What many people don’t realize is that branding isn’t about selling a product—it’s about building trust. When Kate Toon, a digital marketing expert, suggests GPs treat their practices as brands, she’s not advocating for slick advertising campaigns. She’s saying, ‘Be visible, be authentic, and be accessible.’ In my opinion, this is where most GPs are missing the mark. Their websites are often clunky, their online presence minimal, and their values unclear. If you take a step back and think about it, this isn’t just a marketing issue—it’s a trust issue.
The Fear Factor: Why GPs Shy Away from the Spotlight
One thing that immediately stands out is the fear surrounding online presence. Many GPs worry about backlash, negative reviews, or saying the wrong thing. I get it—the internet can be a ruthless place. But here’s the thing: silence isn’t a strategy. In a world where patients are turning to influencers and AI for health advice, GPs need to reclaim their authority.
What this really suggests is that the medical community needs to rethink its relationship with digital platforms. It’s not about becoming an Instagram celebrity; it’s about being present where your patients are. For instance, a simple video explaining common health myths or a blog post about preventive care can go a long way. What makes this particularly fascinating is how small, consistent efforts can build a reputation that outlasts any single negative review.
The Algorithm vs. The Doctor: A Battle for Trust
Here’s where things get tricky. Social media algorithms thrive on controversy and extremes, often pushing misinformation to the top of users’ feeds. Meanwhile, GPs are stuck in a system that rewards caution over communication. From my perspective, this is a recipe for disaster. Patients are increasingly turning to ‘personality-led content’—think wellness influencers peddling dubious advice—because it feels relatable.
But GPs have something these influencers don’t: credibility. The challenge, as Hannah Ferguson of Cheek Media points out, is to meet patients where they are. This doesn’t mean GPs need to start TikTok accounts (though it couldn’t hurt). It means understanding why patients trust certain sources and leveraging that trust. For example, recommending evidence-based creators or collaborating with digital platforms to provide accurate information.
The Role of GPs as Community Leaders
What’s often overlooked is the unique position GPs hold in society. They’re not just healthcare providers; they’re community leaders. This raises a deeper question: if GPs are seen as authority figures, why aren’t they using that influence more proactively?
In my opinion, this is where the real opportunity lies. GPs can challenge harmful narratives, educate their communities, and bridge the gap between science and social media. But to do that, they need to step into the role of communicator—not just clinician. This isn’t about abandoning their core responsibilities; it’s about expanding them.
The Future of GP Care: A Branded Approach
If there’s one thing I’ve learned from this discussion, it’s that the future of GP care isn’t just about medicine—it’s about connection. Patients want to know who their doctor is, what they stand for, and why they should trust them. Branding, in this context, isn’t superficial; it’s essential.
Personally, I think the GPs who embrace this shift will thrive. They’ll attract patients who align with their values, build stronger community ties, and, most importantly, reclaim their role as trusted advisors in an increasingly noisy digital world.
So, to all the GPs out there: it’s time to think like a brand. Not because you’re selling something, but because you have something worth sharing.
