Optometrist Outlines How to Grow a Personal Online Brand and Use the Platform to Inform Patients
Jennifer Wademan, OD, is a practicing optometrist who has built and informational and engaging personal brand that encompasses a website and social media endeavors. She spoke with Optometry 360 about the creative outlet and gave some tips for building an online presence.
Question:
Can you talk about your experience building a personal online brand, particularly the social media component? How did you get started?
Jennifer Wademan, OD:
I actually got started through a staff member. I had a staff member suggest we start a page for my office and it kind of began as something for my practice as a way to market and reach our community more local, kind of just like what you do. Then it morphed into something of my own brand where I’ve been able to utilize my own voice and perspectives and experiences I’ve had over the years. I just became more interested in posts and photos and creating captions and it was kind of a creative outlet for me. This was kind of all around during COVID-19 as that kind of occurred. I had a lot more time on my hands, but it was a good way to connect. It was a good way to share. It still is. It still very much is. It kind of started from that and then I found this creative outlet that I really enjoyed and it just kind of grew from there.
Question:
What are your pearls for success when it comes to attracting followers or readers and getting people to listen to your message and engage with you on social media?
Jennifer Wademan, OD:
I just try to stick to things I encounter on a day-to-day basis with patient care, things that I find interesting, things I experience, interesting findings, things that I feel that could be more just relatable as a provider, as a patient, as a human being, as someone just in general. Probably just my own experience and what I encounter on a day-to-day basis. A lot of stuff I’m like, “Oh, I have patients asking me about this. I’m sure that would be something that would be useful to share.”
It’s important for me to connect with my patients and figure out ways in which I love educating and talking about, and I’m passionate about everything eyes, so I spend a lot of time trying to think about just in the exam room. How do I explain this to a patient in non-technical terms and something that they could kind of grab hold of and understand and have some information that will arm them to make some changes regardless of what I’m seeing? I try to keep that on mind when I’m posting. It’s like who’s my audience? I want it to be understandable and my audience is kind of patients, other providers. I want it to be kind of relatable and easy to understand.
Question:
What advice can you give to other optometrists or professionals who may be considering pursuing and growing a personal online brand or presence?
Jennifer Wademan, OD:
I think a couple of things … start with your passion. It makes sense in terms of your experience, your expertise is really a valuable asset and you have a unique voice that is all of your own. Whether it’s challenges you’ve overcome, lessons you’ve learned, insights you’ve gained over the years in terms of start with you, with your passion, with what is easy for you, I’d say. Not trying to cookie cutter copy something else. I think I tend to be more drawn to accounts where this person is so passionate about this. It’s knowledgeable, it is helpful, it’s relatable. I think that would be first and foremost. Then just being authentic to your own voice. At the end of the day, I want to be the same person you see online to a certain extent.
I don’t want to pretend that I’m being someone else and I do want to be trustworthy just in general in terms of what I do, but also online individual. I think those would be my 2 biggest one is just being authentic and starting with your passion. Just start small, start somewhere. There’s just so much out there and so many people on it and sometimes kind of overwhelming because I’m an optometrist, I don’t have all these resources and I’m just trying to create videos and information and stuff, and that’s not my full-time job. Start small and don’t get too caught up in numbers and followers. But I think if you start with it coming from a passion and being true to yourself, I feel like it’s a fun experience versus an obligation or a job or something you have to do.
Question:
Have any followers or individuals corresponded with you about how your information has helped them identify an ocular issue or improve medical knowledge in general?
Jennifer Wademan, OD:
I’d say in general, yeah, just people reaching out saying, “Oh, I didn’t know that. That was super helpful.” Or other providers outside of eye care mentioning, “Oh my gosh, I love your content. I always learn something cool about the eyes.” That’s really fun. I appreciate comments like that.
Question:
Do you think healthcare provider presence on social media platforms has helped expand medical knowledge to those who may not have easy access to care? Does this use of social media improve health equity and education for patients in your opinion?
Jennifer Wademan, OD:
Definitely. It’s kind of a huge platform for information in general, but definitely health related information. I think the issue is there’s so much information out there and who is it coming from and misinformation. Sometimes it’s like a fire hose within just about every specialty. I think actually there’s probably more, at least within eye care, more non-healthcare professionals posting content than there are healthcare professionals posting. It definitely is a quick, easy kind of resource to get information. There’re little bits of information just how social media is set up. I do think it has definitely made healthcare information more attainable kind of across the board.
