I’m quoted this week in American Medical News on the subject of physician branding. I picked up on it this afternoon when someone in my Twitter feed suggested in exasperation that, “now we’re branding physicians…” But doctor brands are actually a thing.

Actually, physicians have always had their own brands, we just don’t think of doctors that way.For the uninitiated, a brand is the indelible thought that comes to mind when someone thinks about a product, or a doctor.Think of it as a tattoo on the brain.For example, that bastardly vascular surgeon with miserable bedside manor, flawless starched scrubs and a reputation to never err in the OR has a brand defined by his reputation and skill.Physician authors establish a brand with their voice, style, and ability to clearly explain and empower patients.

I believe doctors need to spend more time thinking about what they represent and how they’re perceived.

While the article didn’t elaborate, my interview surrounded the tricky nature of promoting myself and my writing within America’s largest children’s hospital under the umbrella of a major medical school. Remembering who I actually represent on any given day sometimes can be a challenge. But fortunately all of my roles complement one another.