Family Medicine

How to Build Your Personal Brand for your Direct Primary Care Practice

Building a Personal Brand can help you build your Direct Primary Care practice. By having a trusted personal brand, more people will be willing to sign up with your Direct Primary Care service.

But, many of you reading this are unfamiliar with how to build a personal brand. So, I wanted to show an excellent example of how to get this done.

Dr. Kendrick Johnson is a Direct Primary Care doctor with Ark Family Health and he recently made an excellent post on LinkedIn, which helps build his personal brand. The post is titled “Why this Doctor Had to Escape the Healthcare System.” During the video, he tells a personal story, shows real emotion, and even vulnerability. He becomes a relatable person and builds trust with his audience.

Video of Dr. Kendrick Johnson posted on LinkedIn - this is a great example of how you can build a strong personal brand that will help you attract new patients to your practice.

Video of Dr. Kendrick Johnson posted on LinkedIn - this is a great example of how you can build a strong personal brand that will help you attract new patients to your practice.

So, the first part of building a strong personal brand is building brand recognition. Brand recognition is exactly what it sounds like: the ability of a consumer to recognize one brand over other brands. In other words, it's the ability of consumers to identify your product by its attributes and design elements.

But, in this case, it’s you and your face, your body, your beliefs, and the stories you tell. And no, you do not need to have a perfect face, body, belief system, or stories, but you do have to share these elements (aka your personality) with your audience.

So, in the example above, Dr. Kendrick Johnson is introducing himself to his audience by telling a story about himself. He even tells a very touching and relatable story about his father.

Importantly, he Dr. Johnson uses a medium that many people use - LInkedIn, a very popular social media platform. This sort of professional discussion about the role of a physician in society plays really well on this medium. In fact, LinkedIn is probably the perfect medium for this video.

And, because Dr. Johnson delivers a strong message with a great medium, he has great results, and this is based on the engagement that this post has received - over 100 reactions and several comments with thousands of post views.

The third part of this formula is consistency. If Dr. Johnson can create unique, engaging, thoughtful content that demonstrates his trustworthiness and compassion on a regular basis, he’ll build a strong personal brand. If this is a one-off thing, Dr. Johnson’s efforts here won’t be as impactful.

Consistency is key. Consistently generating high-quality content helps you win on social media platforms.

Thanks for reading and stay tuned for more content and more informational blog posts and courses.


-Dr. Paul Thomas

How Personal Branding can help you grow your Direct Primary Care Practice


Tonight, I went live with the Direct Primary Care Alliance and talked about how personal branding can grow your Direct Primary Care practice. This is a huge topic, and I tried to tackle as much as possible in under an hour!

Currently, I’m working on my second course on this subject, Personal Branding for Direct Primary Care Doctors. If you haven’t seen our first course on Building a Sales Funnel, check it out here.

Why it’s important to Build a Personal Brand as a Direct Primary Care Physician.

2019 Dr. Paul Thomas on Building a Personal Brand to grow your Direct Primary Care Practice.png

Why is it important to build a personal brand as a Direct Primary Care Physician? Simply, building a personal brand is a great way to attract new patients to your practice. People/your potential customers spend a lot of time on Facebook. Instagram, and LinkedIn and these can be places where you can show your authentic self, where you can demonstrate your caring and compassion, where you can develop genuine relationships with people through social media.

Building a personal brand is all about communicating your character to your community or to your target audience. You can share about your successes and failures, your hopes and dreams, what you believe in, and why you decided to start a Direct Primary Care practice.

When you do these things, when you share about yourself in an honest and transparent way, your story and your character will start to resonate with people in your audience. They will identify with you and start to trust you for the person that you are, the caring, compassionate, and authentic physician in their community.

When you are a primary care doctor, you’re asking people to trust you with their most important resources: their health. By communicating your character, your ethos, and your values through these social media platforms, you can start to build that foundation of trust.

Question from the Community: How did you work with Veterans?

My name is Dr. Paul Thomas with StartUpDPC and I'm here to help you start and grow your Direct Primary Care practice. Our question this week comes from a Direct Primary Care doctor in the community. They want to know more about the health care services that we provide for Veterans in our community through our practice, Plum Health DPC.

“Hello again. This is _______ from _____ DPC in _______, __. I just saw that you have partnered with the VA to provide care for veterans. I currently have 4 patients who are vets that come to me and I would love to be able to help more of them as we all know this is a significantly under-served population. If you have a minute I am very interested in a few things regarding this partnership:

1. How you went about getting this partnership

2. How you are reimbursed (vets or VA paying?)

3. Did you have vets that were currently on your panel that were pulled into this (as I assume there is some sort of gov reimbursement)?

4. Anything else worth knowing if able to get into this?

If you have some time I'd love to see your thoughts as I think this would not only help my practice grow, but provide a much needed alternative for vets besides going into a broken Fee For Service community system.

Thanks so much, _____.”

I love this question! You want to help veterans with their primary care services, and I absolutely love that. That’s what I’m out here doing as well. To be clear, I’m not partnering with the VA or the Veterans Administration.

What I did, was I partnered with a small business called Veterans Care Network. I developed a relationship with Shane and Jenny who run the Veterans Care Network. We built a relationship over time and they grew to trust me and want to business with our practice, Plum Health. They developed an application process, and selected two veterans to send to our practice.

You can read more about it on my practice’s blog, Plum Health. I go into more detail with our (first ever!) YouTube video.

StartUpDPC tackles how to work with Veterans in our latest blog post! It starts with developing relationships.

StartUpDPC tackles how to work with Veterans in our latest blog post! It starts with developing relationships.