The Ultimate Guide to AI for Healthcare Marketers + Do’s and Don’ts Cheatsheet What You Need to Know
The Ultimate Guide to AI for Healthcare Marketers + Do’s and Don’ts Cheatsheet What You Need to Know

Hot take: Doctor bios are one of your top patient acquisition tools. Prioritize them.

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:

  • Is it worth all the effort to write and manage all this content?
  • Should you summon the gall to ask physicians to write their own?
  • Do people even read physician profile pages anymore?

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

6 doctor bio examples (and what makes them work)

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.

Prefer a video? Get a quick snapshot

Example 1: Family medicine physician bio, Bellin Health

What it does right: Concise, great user experience, strong visual content, reviews up top

This physician bio example is user-friendly and patient-centric.

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 doctor’s about section is short and easy to scan.
  • Rich visual content appears above the fold (before a user needs to scroll).
  • Online ratings are summarized (4.9 out of 5 stars) and hyperlinked for patients to read. Why does this matter? 94% of people think a doctor’s reviews are important, and 44% list reviews as one of their top deciding factors when choosing a physician.

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.

Example 2: Pediatric physician profile, NYU Langone Health

What it does right: Just look at that smile!

Smile! Help patients put a face to the name with photos of physicians.

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.)

Example 3: Gynecologic-oncologist bio, UCLA Health

What it does right: Rich, recent video content (and lots of it)

Include educational and inspirational video content in doctor profiles.

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.

Example 4: Hematologist-oncologist bio, Memorial Sloan Kettering Cancer Center

What it does right: Puts insurance info front-and-center

Clear up insurance information directly on a doctor bio page.

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 (above), “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?

Grab it here (no email required)

Example 5: Behavioral health provider bio, MultiCare

What it does right: Clear CTA button

Don’t forget a CTA button to book an appointment in a doctor’s bio.

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.

Example 6: Cardiologist bio, Methodist Physician Practices

What it does right: Leads with a genuine quote, full of empathy

Give doctors a voice in their bios. Feature their quotes.

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.

Get support with patient acquisition

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