How to use technology and marketing to become superstars and win back our patients from Dr. Google - business model and case study

We as physicians pride ourselves on thinking that not even the most advanced technologies, such as artificial intelligence, will ever be a substitute for the humanly doctor-patient relationship. Nevertheless, phone applications like Siri, robots such as Sophie and Dr. Google succeed with ease in gaining something that we struggle to obtain: trust. Back in the day, the medical profession had self-implied authority. This has decreased over the years, leading to low compliancy, excessive or delayed medical visits. It is not just doctors who blame technology and especially social media for these phenomena.  But in reality, aren’t all of those markers of a faulty medical care system? And aren’t we, physicians, the backbone of the system is us? Therefore, the change has to begin with us. We have to find ways to win back patients from Dr. Google, and for this we need to think out of the box. We need to look and learn from other people who gain instant irrefutable trust: influencers. Branding experts know: people love superstars! They love to ‘’see’’ others show off what they can do and how they act. People instinctively compare values and attitudes and associate with the one or the other superstar. With doctors, patients do this when reading reviews, but reviews lack objectivity and thus can lead to disappointment when the encounter does not hold up to the expectation. Are patients looking for empathy, humor, blunt objectivity? Using social media, doctors can get in front of their patients in seconds. Their personality will shine through the photos they post, the wording they use and the videos they make. Using the marketing principle ‘’turn strangers into friends and friends into clients’’, in this case patients, this strategy builds up instant trust and lowers the anxiety associated with a 
medical visit. Whether we agree with it or not, modern medicine has turned into a friendship business. I tested out this theory and learned through trial and error. When I started my online charity medical consultancy in Romania, while working from Germany, my plan was to delivered raw scientific information. The engagement was low, until I changed my strategy. I let my personality flow in every content I posted and soon enough I was getting praise from my followers, 5-star recommendations, requests that they come join my practice. My reach is hundreds of thousands and I am still a resident in my last year. The possibilities for my future career are endless, but what I most excited about is the positive impact I will have on universal health.

Author(s): Laura Götz

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