By Susan Kendrick
Write To Your Market, Inc.
While this post is primarily for physicians writing books, this information can apply to other areas of expertise as well. I was encouraged to write this two-part series by my client, Dr. Kenneth Cohn, a board-certified general surgeon/MBA. Dr. Cohn reaches out to physicians through his physician websites, the Health Care Collaboration Blog, "Improving Physician-Hospital Relations" and The Doctorpreneur, "A complete resource for physicians interested in pursuing non-clinical career opportunities."
What Writing a Book Can Do for You and Your Medical Practice
Physicians regularly write and publish books for a variety of professional and personal reasons. The following are some of the most common incentives:
- Stand out as an expert in your field
- Showcase a unique approach that differentiates you and your services
- Expand your reputation in a specific area of expertise
- Attract patients and others who are eager to work with you
- Create additional streams of revenue, such as speaking and information products
- Transition to a non-clinical career
- Or, simply revive your passion for your practice and your life
Can you reap the benefits of being a published author only by writing about something related to your medical practice? Not at all. Professionals in many industries find that writing a book about a personal interest can also be a great way to connect with existing and prospective patients and partners. Telling people something about you as a person builds trust, which goes a long way toward creating and cementing relationships that build your practice.
Create a Lead-Generating Brand
Building a professional or personal brand is a great way to improve your medical practice, and writing a book has long been recognized as the best way to build a brand. According to Alan Weiss, international consultant and bestselling author of How to Establish a Unique Brand in the Consulting Profession, writing a book is, "the best branding technique of them all."
Ask Yourself These Four Questions to Get Started
Writing a book gives you a way to reach into yourself and out to others in an extremely rewarding way. It begins to bridge what may have become a wide gap between who you are as a physician and who you are as a person. You can even write a book for other physicians about how to survive and thrive in your professional. Based on your own experience and interviews with colleagues, you can cover a number of areas, such as how to reduce stress, find time to get to the gym, spend time with family when you’re on call, or just relax and recharge.
Expand Your Medical Practice or Expertise
There are many books on the market that demonstrate the success of books written by doctors on some aspect of their medical expertise. We have worked with many doctors who use that expertise to delve into an alternative approach they have developed to a common health challenge.
Next in This Series: Part II - "Organizing and Writing Your Book"