Hospital marketer, we get it. It’s a lot of work to crank out doctor bios for new team members (and keep hundreds of bios up to date and up to brand standards).
So it’s normal to wonder:
They do — consistently. 92% of patients read a doctor’s bio before booking an initial appointment, according to our 2024 study. This is up from 76% in 2018.
Your physician bios are more important than ever. So, if you haven’t updated your doctor bio content (or template) in a hot minute, there’s no time like the present.
Give yourself a running start: Pull some inspiration from these standout physician bio examples.
Want to read the study for yourself? Learn everything we know about what patients look for in physician bios:
How Patients Choose a Doctor: What Healthcare Marketers Need to Know About Physician Bios
Traditionally, provider profiles only gave you the bare bones. Credentials, which med school they went to, location. Blah. Is there an actual human under that list of qualifications?
Luckily, that trend is changing. More and more hospitals are humanizing their providers online.
These doctor bios stand out not because they’re doing something unexpected or shocking. (No clickbait fuel here.) They stand out as exemplars because they’re doing *all the things* right.
What it does right: Concise, great user experience, strong visual content, reviews up top
Bellin Health knows what they’re doing. This physician’s profile could serve as a masterclass in itself, but we’re especially excited about the streamlined user experience (UX) it provides:
The takeaway: Don’t bury or hide important info, like reviews, under a mountain of text. Format your doctor bios so users can quickly find what they want to see.
What it does right: Just look at that smile!
According to research from Doximity, doctors with profile photos get viewed twice as often as doctors without them. And our research found that 77% of people seek out photos or videos of doctors before making an appointment.
The takeaway: As a bare minimum, include a simple headshot. To go above and beyond, get creative. Show the provider outside of work or let them dress in nonclinical clothes — maybe even in clothes that match your brand colors, like Dr. Gibbs wore. (Brownie points for that.)
What it does right: Rich, recent video content (and lots of it)
When you’re choosing a provider to treat a serious diagnosis like ovarian cancer, it’s crucial to select someone you can trust. UCLA Health understands this. Dr. Memarzadeh’s profile offers patients 10 different videos they can watch to get to know her ahead of time.
The takeaway: Lean into healthcare video marketing to promote your physicians and boost bookings.
What it does right: Puts insurance info front-and-center
We all know how scary it is to get a bill from an out-of-network provider. It’s easy to see why 44% of people say insurance is one of the most important factors when choosing a doctor.
Notice how Memorial Sloan Kettering Cancer Center clears up insurance info right away. On Dr. Nouvini’s profile, “Insurance Information” is the second tab on the list. The profile’s insurance section also uses a drop-down menu for a smooth user experience. 5 stars for MSKCC.
The takeaway: Don’t make people dig through the bio page or your website at large for insurance information. Make it easy to find.
Pssst. Want a quick report of our research findings and tips to apply them when creating your bios?
What it does right: Clear CTA button
The human brain is woefully impatient. It just wants the info fast. Accommodate it by offering relevant booking information (like that this provider is accepting new patients) next to a one-click appointment button.
The takeaway: Make it easy for patients to schedule an appointment online or over the phone.
What it does right: Leads with a genuine quote, full of empathy
Our research shows patients are more likely to make appointments with doctors who show empathy and share patients’ morals and values.
People are wondering: What’s the doctor like? Do we have things in common to discuss during that awkward small talk? Will I feel comfortable with this doctor? Answer that question by letting physicians speak for themselves.
The takeaway: Give your doctors a voice by featuring real quotes. Dr. Espinoza’s profile shares a memorable one.
Looking for more strategies to increase patient acquisition? We’ve got them on deck.
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AUTHOR
Ahava is a leading expert in healthcare content strategy and is recognized for her ability to make complex medical information accessible. She has spent nearly two decades transforming how healthcare organizations communicate with their audiences. Ahava is trusted across the industry for her clarity, evidence-based approach, and thought leadership.
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