Describing What You Do in Three Words

November 4, 2010

Can you describe what you do in just three words? Most doctors can’t, for fear of omitting something. This is a great exercise to help define what you do. Using this technique, you’ll be able to better focus yourself when starting a Web site, writing great content, or just starting a social media account.

Can you describe what you do in just three words? Most doctors can’t, for fear of omitting something. This is a great exercise to help define what you do. Using this technique, you’ll be able to better focus yourself when starting a Web site, writing great content, or just starting a social media account.

Is there a new doctor in town? When a practice hires a new associate or partner, an announcement is usually mailed listing  credentials and all the new doc's special interests. Have you ever read the entire list? It’s too long and becomes meaningless. Don’t make the same mistake.

I’m a hockey fan. I love Ovechkin. While he may be one of the best hockey players ever, he doesn’t do everything at superstar status. He has a blistering slap shot and a better wrist shot. But he’s not so good at penalty shots. So, you may be a superstar, but keep your list short and clean.

Just list three. List your strengths and likes. Try listing those procedures or treatments that are your favorites. Try and determine those items that not only interest you, but actually generate “energy” for you. This will become evident with the zeal in which you write and talk about these subjects.

In contrast, don’t choose descriptors that bore you. That’ll become evident, too, and will be a big turn off to your patients and audience.

Create a niche and become a true authority. No one can be an authority on everything. By limiting your description to just three areas, you are limiting your scope of expertise. This will be more evident when generating content based on these areas. You’ll be more accepted as an authority as your writing will be more limited.

Now what do you do? If you are starting a Web page, you can now use these three descriptors to come up with a URL to maximize your SEO. For instance, “FacialReconstructiveSurgery.com” is much better than “AnytownMedicalConsultants.com.”

Use these descriptors as the basis to create content. Start writing articles about these three subjects. Presumably if these are three of your favorites, your writing should be fun and easy for you.

I started my blog using the same techniques. Choosing descriptors for my URL (RetinaEyeDoctor.com) and picking three of my favorite subject to generate content: macular degeneration, diabetic retinopathy, and retinal detachments. There are other areas that interest me, such as macular pucker and macular holes, but I forced myself to leave them out...initially.

Lastly, you now have an easy way to describe yourself when creating your about page, Twitter account, or LinkedIn profile.

Make it fun for yourself. It’ll show through as your Web presence grows.