First impressions happen only once, so you want to make yours count — both in person and online. A healthcare provider’s online biography is the first introduction new patients have to who they are. Writing a professional biography that is informative and shows off your skills and personality can make a big difference. What you choose to highlight could persuade prospective patients to schedule an appointment.
Attract New Patients with a Great Professional Biography
Your biography is a key component of your online professional presence. Done right, it will help you gain visibility, win respect, and build trust with new patients.
A great healthcare provider biography helps you:
- Get found in search engines: A professional biography that includes keywords new patients likely use in their search queries increases the chances your website will show up on search engine results pages (SERPs).
- Give patients desired takeaways: Highlighting your specialized areas and qualifications (including education, board certification, published works, and years of experience) imparts professionalism and helps prospective patients feel more confident choosing you as their provider.
- Paint a picture of who you are: Your biography is an opportunity to present your unique traits and explain what’s different and compelling about your practice. Let your true colors shine so prospective patients see you as a person, not just a white coat.
Think of your professional biography as your calling card as well as your personal introduction. It is way for your audience to evaluate you and decide whether you are the best person to provide their care.
Read: Outdated Healthcare Practice Marketing Ideas Providers Should Stop
Key Elements of a Healthcare Provider Biography
Before you get started, it is important to know how to write a professional biography. An effective professional biography conveys who you are, what you know, what you do, and how you do it. Include the following elements to get the most out of your biography:
- Areas of specialization
- Office address
- Education, board certifications, and years of experience
- Healthcare system associations (if applicable)
- Awards and published works
Beyond the basics, personalize your biography with your healthcare philosophy and values. A clear value proposition is the core of your competitive advantage — it explains why a prospective patient should choose you over a competitor. You can also consider including information about your hobbies, personal interests, and anecdotes.
Also See: 11 Common Practice Website Mistakes and How to Fix Them
Example of a Great Healthcare Provider Biography
Now that you understand the general framework, see this hypothetical example of a great healthcare provider biography:
Jane Smith, Psy.D., is a counselor, psychotherapist, and licensed clinical psychologist specializing in the unique stressors and life transitions of college students. Dr. Smith’s private practice in Wellesley, MA, is located just one mile from Wellesley College and six minutes from the center of town.
For more than 20 years, Dr. Smith has advised university faculty and administration at Tufts University, Harvard University, and Wellesley College on approaches to helping students manage stress, time, and transitions. In 2010, she recognized the need among college students for new strategies for coping with academic and real-world pressures and started “What Are You Doing With Your Life?,” a peer-counseling group for graduate students at Harvard University. The group is now offered to the general community through her practice.
Dr. Smith offers a warm and collaborative approach to psychotherapy. Her belief that anyone struggling with a major life transition can benefit from a safe space to share concerns has attracted students and non-students alike to her practice.
Dr. Smith earned her Psy.D. in clinical psychology at La Salle University in 1993 after graduating with a B.A. in psychology from Tufts University in 1989. She is a member of the Academy of Cognitive Therapy and Harvard College’s Board of Freshman Advisers. Most of the year, she lives with her husband and their dog, Ginger, in Wellesley, MA. In summer, all three like to scale sand dunes and chase seagulls in Nantucket.
Healthcare providers these days must find ways to stand out, reaching beyond being just a commodity in an overcrowded market of similarly accomplished peers. One of the best ways to do that is to write a compelling professional biography. People will read your biography. Whether they remember it, and whether it makes them actually care about you, is a matter of how well you present yourself to your intended audience.
Once you have completed your biography, add it to your physician website and important business and healthcare directories. For tips on which directories to prioritize, check out the blog “4 Important Business Listings Every Healthcare Provider Should Claim.”