Most of us didn’t enter the medical field with thoughts of branding or strategy. Our motivation was to care for individuals. That has always been the objective.

To connect with more patients in need, we must evaluate how we present ourselves. If we aim to create a practice that is enduring and resonates with our true selves, it is crucial. It’s not about selling. It’s about fostering connections.

This begins with something straightforward: excellence and kindness.

The two qualities that clinicians (and patients) value the most

When a patient is directed to a new clinician, what do they seek?

Someone knowledgeable and someone who respects them as a person.

Picture it as a basic x-y axis. Clinical expertise runs vertically along the y-axis while personality (or appeal) stretches horizontally along the x-axis.

The ideal area? Top-right quadrant: highly competent and highly personable. However, those practitioners are frequently fully booked, often with substantial wait times or no openings.

This is where the potential arises. You don’t need to be flawless to be sought after. If you’re skilled, compassionate, and approachable, you already hold demand.

A board-certified expert who listens attentively? Gold. A warm, capable clinician who can accommodate a patient within the week? Incredibly valuable. There’s room for many of us, and a genuine need for diverse providers.

You don’t have to be the best, but you must be recognized.

Some clinicians are reluctant to promote themselves because they don’t consider themselves the expert. Yet, here’s something we seldom discuss: remaining the best-kept secret in your specialty doesn’t benefit anyone.

Rather than pursuing perfection, we can strive for visibility.

This involves:

– Being recognized for a specific skill or area of expertise
– Cultivating relationships with referring providers
– Establishing systems that facilitate referrals to you and simplify appointment booking for patients
– Presenting yourself in ways that embody your values, whether that’s through content, connection, or simply being reliable

Relationships form the cornerstone.

Numerous patients still discover their clinicians via referrals—particularly from primary care. Thus, your relations with colleagues are critically important.

To be the person they consider when they say, “I know someone who’d be a great fit for this patient,” begin here:

– Respond promptly when colleagues reach out.
– Keep your intake process straightforward and welcoming.
– Support the clinicians who back you.
– Create room in your schedule to say yes when it matters.

That kind of accessibility cultivates more trust than any business card could ever achieve.

Facilitate the ‘yes’.

Being easy to collaborate with doesn’t imply being available around the clock. It means having systems in place that streamline referrals and ensure positive patient experiences.

Ask yourself:

– Can new patients get appointments swiftly?
– Do my referral partners feel informed and supported?
– Are my front desk processes trauma-sensitive and inviting?
– Do patients leave my office feeling acknowledged?

These aspects not only strengthen a practice but also enhance its standing.

Establish a secure environment.

Many patients enter our facilities bearing trauma, whether medical or otherwise. To provide exceptional care, we must acknowledge this reality.

This involves:

– Creating an atmosphere that is peaceful and unhurried
– Communicating with patients kindly, especially in vulnerable moments
– Recognizing signs of burnout and granting ourselves permission to rest

If you haven’t received training in trauma-informed care, consider this your encouragement. It benefits not just your patients, but also you.

Kindness is a clinical competency.

We don’t need to be influencers. We don’t need to be well-known. However, if we wish to assist more individuals, we need to be recognized.

The encouraging news? A key method to foster a flourishing practice is to simply embody the type of clinician you would want to refer to. Kind. Competent. Approachable. Respectful of your colleagues.

This too, is marketing.

Action items

– Explore trauma-informed care training (even a brief course can transform your practice).
– Contact a few referring clinicians and inform them that you’re accepting new patients.
– Observe opportunities to enhance the accessibility of your systems.
– Share your knowledge—even if it’s just a simple piece of advice or a favorite resource.
– Trust that being a good human is integral to being an excellent clinician.

Growing your practice doesn’t revolve around flashy strategies. It’s about showing up with integrity, empathy, and clarity. Let your care represent you, and the right individuals will find their way to your door.

Kara Pepper is an internal medicine physician.