What physicians need to know about marketing

For many physicians, marketing their practice can feel like unfamiliar territory. Trained to diagnose, treat, and care for patients, doctors often have little formal education in how to build a professional brand, attract new patients, or communicate their value in a crowded health care marketplace. Yet in today’s competitive environment, marketing is no longer optional—it’s essential.

One of the biggest challenges doctors face is balancing the business side of medicine with the clinical side. Physicians may hesitate to promote themselves out of concern that it seems self-serving or at odds with their professional image. At the same time, patients have more choices than ever, and they frequently turn to online reviews, practice websites, and social media when deciding where to seek care. A lack of visibility can leave even highly skilled physicians overlooked.

The digital landscape brings both opportunity and complexity. Search engine optimization, content creation, and online reputation management are now central to practice growth, but they require consistent attention and expertise. Physicians who are already stretched thin by clinical duties, administrative tasks, and regulatory requirements may find it difficult to devote time and resources to marketing.

There is also the challenge of differentiation. In fields where many practices offer similar services, how can a physician stand out? Communicating a clear value proposition, highlighting patient-centered care, and fostering authentic connections are critical—but not always easy to execute without guidance.

Finally, doctors must navigate ethical boundaries. Marketing in health care must balance honesty, transparency, and professionalism with the need to attract patients. Overpromising results or using aggressive tactics can damage trust, making it all the more important for physicians to approach marketing with care.

Against this backdrop, understanding how to market effectively—and authentically—can make the difference between a struggling practice and a thriving one. Medical Economics spoke with Scott Bartnick, co-founder and CEO of Otter Public Relations, about these challenges.