Branding for physicians, with Scott Bartnick, CEO of Otter Public Relations

In today’s digital marketplace, a physician’s reputation is no longer shaped only by word-of-mouth — it’s built online through reviews, search results and digital presence. In this episode of Off the Chart, Scott Bartnick, co-founder & CEO of Otter Public Relations, sits down with Medical Economics Managing Editor Todd Shryock to explore how physicians can create strong, credible personal brands that attract patients and support practice growth.

Bartnick shares practical advice on starting with reviews, managing negative feedback, leveraging social media without sacrificing professionalism and using storytelling to build patient trust. He also discusses common mistakes to avoid, the role of SEO and online visibility and how a strong personal brand can expand a physician’s influence beyond the clinic.

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Music Credits:
Coffee Shop Sketches by Buurd - stock.adobe.com
Relaxing Lounge by Classy Call me Man - stock.adobe.com
A Textbook Example by Skip Peck - stock.adobe.com

Editor's note: Episode timestamps and transcript produced using AI tools.

Introduction and Episode Overview (00:00:24) Austin Littrell introduces the episode, focusing on personal branding for physicians with guest Scott Bartnick, co-founder and CEO of Otter Public Relations.

Why Personal Branding Matters for Doctors (00:01:15) Scott Bartnick explains the importance of personal branding in attracting patients and building trust in the digital age.

Defining a Strong Personal Brand for Physicians (00:01:55) Discussion on what constitutes a strong personal brand, emphasizing reviews and online presence.

First Steps to Building a Personal Brand (00:02:47) Advice on starting with good patient care, collecting reviews and gradually expanding to social media and SEO.

Differentiation While Maintaining Professionalism (00:04:15) How physicians can stand out without compromising credibility or trust.

Importance of Digital Presence (00:05:36) The role of websites, blogs and social media in building and defending a physician’s brand.

Best Platforms and Content Types (00:07:11) Which platforms and content formats (video, writing, podcasts) work best for physician visibility.

Engaging Audiences Through Storytelling (00:08:11) Using storytelling and authentic content to connect with patients and build trust.

Clinical Information Resources Mention (00:09:28) Brief mention of Patient Care Online as a clinical resource for physicians.

Common Mistakes in Personal Branding (00:09:47) Pitfalls like chasing trends or trying to go viral, and the importance of authenticity.

Successful Physician Branding Example (00:11:42) Case study of Dr. Ben Fleischman and how strong reviews benefited his practice.

Extending Influence Beyond the Clinic (00:13:35) How a strong brand enables doctors to speak, appear in media and launch related businesses.

Handling Negative Reviews (00:15:26) Strategies for addressing and resolving negative patient reviews to protect reputation.

P2 Management Minute Segment (00:17:47) Keith Reynolds shares quick practice management tips and invites listener contributions.

Responding to Negative Reviews Publicly (00:18:36) Best practices for responding to negative reviews online, including timing and personalization.

Avoiding Automated Responses (00:20:11) Why automated or copy-paste responses to reviews should be avoided in favor of personalized replies.

Final Tips for Building a Personal Brand (00:21:54) Scott Bartnick's closing advice: focus on one platform, build credibility and expand gradually.

Episode Closing and Credits (00:23:14) Austin Littrell wraps up the episode, provides subscription info and credits the production team.