Keys To Establishing Personal Branding As A DPM

Last year, I decided to leave a big ortho group. Crazy?

I transitioned my foot and ankle practice from a super-busy, high-level, high-stress orthopedic multispecialty practice to a “run at your own pace” orthopedic practice. I will never regret it and my decision to focus on “work-life balance” is critical to personal satisfaction and professional growth. Sometimes when you are focused on the target ahead with blinders on while going a hundred miles an hour, you will hit a wall, or as we say in triathlon—bonk. That is exactly what I did.  

The large orthopedic group was exciting. It was fun working alongside busy colleagues and having a constant stream of referrals flowing through the practice. It was exactly what I thought I deserved after leaving fellowship and needing to fill my professional cup. But that cup did not fill up.

Being part of the biggest orthopedic group in the state affords a lot of opportunity including creating a fellowship alongside peers, research, etc. However, there is little to no room for personal branding. This wasn’t the type of group for me, my family and my practice. The new practice is exciting and allows me to build a center of excellence around my patients. This will allow me free time to spend with my family while building a professional career as I see fit. The grass can be greener on the other side.  

A personal brand is what I had to rebuild or build. Luckily, I was practicing in the same city and many referring physicians and other specialists in the area knew my whereabouts, but it was hard.  

Here are some tips for personal branding:

1. Have a web presence. This will be a key factor in your patient referrals and access.

2. Have a social media presence. Be careful with exposure but social media is a quick, cheap and easy way to make a name for your practice.

3. Show up in person. When marketing your brand and new practice, you are the face. Don’t send a marketer or staff with cookies. Show up in person and shake people’s hands.

Always do your due diligence before heading into a job situation. Interview everyone and talk to practitioners in the community who know the practice well. This will be your guide to a decision you won’t regret. Leaving a large practice and venturing on to a new beginning has its difficulties. Just remember, it’s a marathon, not a sprint.

Jeffrey E. McAlister, DPM, FACFAS is a board-certified, fellowship-trained foot and ankle surgeon practicing in Phoenix, Arizona.