Читать книгу A Guide to the Scientific Career - Группа авторов - Страница 142

Once you have determined how you want to be positioned and have some clear ideas for how to communicate this to your target audience(s), you are ready to strategize your tactics. Simply, this means how you will reach your target audience and let them know about who you are and what you do. This exercise also works best when you think from the other side of the desk. You may want to focus on a segment of your audience. Imagine clearly where your audience is likely to learn about you or your competition. The possibilities are endless and vary by cost, effort to maintain, and return on investment. Perhaps your audience would see you in a Super Bowl commercial, but that is prohibitively expensive and you will not likely recoup the costs. Table 15.1 lists a number of tactics that are available, but it is by no means comprehensive. As you work through potential tactics, prioritize them based on those that are absolutely necessary and that are easiest to implement. You may also need to consider deadlines, such as those for specific meetings and conferences.

Table 15.1 Tactics for personal branding for physicians.