Building a personal brand - with Paul The Podiatrist
Personal brand Vs a practice brand
What is right for you?
Personal branding isn’t just for influencers or entrepreneurs; it’s becoming an essential part of the healthcare world too. Whether you're a solo practitioner or an employee in a larger practice, building your personal brand can boost your credibility, attract patients, and even open doors to exciting opportunities.
In this blog, we’ll explore how Paul, a podiatrist with a full-time clinical role, unintentionally grew his personal brand into a thriving online presence. With over 70,000 followers on Instagram and 100,000 on TikTok, Paul is proof that healthcare professionals can succeed in the digital space while maintaining their clinical focus.
A HUGE thanks to Paul for giving me time in his super busy life to chat and discuss so many ideas around building a personal brand and for being such a great role model in our industry ππΌ π€©
Thanks Paul
From accidental idea to intentional branding: Paul’s journey.
Paul’s branding journey started simply: he wanted to attract more patients to his practice through social media. While the owner of the practice Paul works for and other members of the team initially didn’t believe social media could bring results, Paul’s efforts proved otherwise.
By consistently posting video content, he became “Paul the Podiatrist,” a personal brand now synonymous with expertise, education, and a passion for footwear.
5 Lessons from Paul: How to build your own brand.
Paul’s story offers valuable lessons and encouragement for healthcare practitioners wanting to build their own personal brand. The reality is that if the model can work for one practitioner (and boy does it workπ) then it can work for any healthcare practitioner prepared to focus and put the work in.
Here are the key takeaways that Paul shares:
1. Start small and keep it simple
Paul didn’t begin with expensive equipment or hours of editing. His early videos were filmed on his iPhone with a basic tripod. His content wasn’t perfect, but it resonated with viewers. The key is to start, even if your first attempts feel clumsy. Over time, you’ll improve and build momentum.
“Don’t overthink it. Just film a video and post it. Done is better than perfect.”
Paul the Podiatrist
2. Consistency is key
Paul’s growth didn’t happen overnight. He committed to posting five videos a week, creating a mix of educational content, shoe reviews, and even behind-the-scenes glimpses of his day.
His advice? Post consistently for at least 30 days to build momentum and start seeing results.
3. Know your audience
Paul discovered that educational videos like plantar fasciitis taping tutorials resonated with his audience, with one TikTok video racking up 15 million views! Addressing common patient questions and conditions helped him connect with viewers while establishing credibility.
4. Engage, don’t just broadcast
Paul’s personal touch extends beyond his videos. He acts as his own receptionist on Instagram, taking bookings directly through DMs. He also responds to comments and messages (within reason) to foster connections with his audience.
5. Leverage the tools at hand
Paul uses simple apps to streamline his content creation. Here’s his toolkit:
- CapCut for video editing.
- Captions for AI-generated captions and translations.
- Canva for professional-looking thumbnails.
- Notes App to jot down video ideas on the go.
Content ideas for healthcare practitioners
Not sure what to post? Here are a few content ideas inspired by Paul’s strategy:
- Educational videos: Explain common conditions or share self-help tips, like stretches or taping techniques.
- Product reviews: Review shoes, insoles, or other relevant products. Your expertise adds value to these insights.
- Behind-the-scenes: Share your daily routine or clinic setup to build trust and relatability.
- Personal insights: Talk about your journey, recent learnings, or even your own injuries to show empathy and build connections.
Overcoming common fears
Many practitioners worry about putting themselves out there. Paul’s advice? Focus on helping people. Sharing your knowledge not only supports your audience but also enhances your own expertise.
“I’ve become a better podiatrist because I research for my content and learn as I go.”
Paul the Podiatrist
And if you’re concerned about negative comments? Paul recommends limiting how much you read them and focusing on the positive impact you’re having.
The benefits of building a personal brand
Paul’s efforts have paid off for him and the practice in numerous ways:
- Increased patients: In one month, 20 new patients booked appointments directly through his Instagram DMs.
- Brand collaborations: From free shoes to paid sponsorships, Paul’s reach has attracted partnerships with leading brands.
- Professional growth: Creating content has not only boosted Paul’s clinical knowledge but also grown his personal confidence and positioned him as a thought leader in his field.
The future of personal branding in healthcare
Paul believes personal branding is the future of healthcare marketing. For solo practitioners, building a personal brand creates a direct connection with patients. For clinics, encouraging team members to build their brands can enhance the overall reputation of the practice.
“If I ever hire someone, I’d want them to be great at their job and interested in building their own brand. It’s the future of how practices will grow.”
Paul the Podiatrist
Final thoughts: Just start!
Building a personal brand may seem daunting, but as Paul’s journey shows, it’s possible to start small and grow over time. Whether you’re posting twice a week or five times, the key is to begin.
Remember, people buy from people. Your personality, expertise, and willingness to help will shine through your content, attracting patients who trust and value your work.
So, grab your phone, hit record, and get started—you might just become the next big thing in your niche!
Oh and of course connect with Paul on Instagram and TikTok to be inspired and to get some content ideas for your own personal brand π.
What will your personal brand look like?
Let us know in the comments how you’re planning to get started!
Thank you soooo much for taking the time to stop by my healthcare marketing blog today. I really hope you found value in spending some time here today.
I’d be so grateful if you could spare me just another 5 minutes to share your thoughts or questions in the box at the end of this page. What are you going to do differently now in your private practice?
Oh, and please use the social share buttons if you think other people you know might benefit from seeing this.
Until next time.
Thank you
Jill Woods
Healthcare Marketing Specialist
Founder of Practice Momentum
