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4 Physician Personality Types and How to Manage Them
The most successful marketing leaders are often the most successful relationship developers. Yes, they need to know their craft, but they also need to build working relationships with lots of different people. For health care marketers, doctors are essential people to build connections with.
We’ve been marketing side-by-side with physicians for more than 30 years, and found that most physicians fall into four types.
The Dr. Popular type needs to be liked. These physicians stand out, sometimes through personality, other times through the sheer number of people who count them as friends. Gregarious and encouraging, they will have many tight bonds among peers.
Top priorities: The Dr. Popular type prizes enthusiasm and cooperation. Sensitive to how they are perceived by others, they very much want to be liked. They’re also action-oriented and may have difficulty balancing a desire for forward motion with a need to be liked.
Motivated by: This type of physician thrives in peer group activities and friendly relationships. Social recognition is the ultimate motivator, and they’re likely to jump at the chance to make a presentation or host a meeting.
How to spot them: In group situations, this type is never alone. You’ll notice they’re always engaged in a conversation, sometimes in the center of a group conversation. One-on-one, you’ll notice chattiness and optimism.
Where to find them: Genial by nature, you’ll find them in service lines, such as bariatrics, where patients may need a little extra positivity.
Be nice. Spend a little time on small talk, ideally asking about their hobbies or life outside of work. Share a bit about yourself, as mutual disclosures help them person feel like you can be trusted.
Prepare to talk about next steps as well as steps you took that led to the current conversation. If you’ve had a track record of success, talk about it in a way that emphasizes your credibility without questioning theirs.
Be ready to lead the conversation. A Dr. Popular is comfortable listening to others as long as presentations stay positive.
The Dr. Logic type needs precision. This doctor personality wants their ducks in a row. They’re list-makers, and nothing scares them more than missing an important detail.
Top priorities: Think of physicians who have the highest clinical quality ratings, and you’re likely to find the Dr. Logics. They value quality and competency and may be the “walking encyclopedia” of their department.
Motivated by: Dr. Logic types love to put their brains to work, especially to solve problems. They also love to learn, so you’re likely to find them poring through clinical trials or busy with a stack of papers to be read on their desk.
How to spot them: Dr. Logic types chooses words carefully, sometimes slowly. They also tend to be critical and favor objective, analytical data, so look for the docs who want proof that what you say will work.
Where to find them: With relentless focus on quality and dependability, look for them in highly technical service lines such as cardiology and orthopedics.
Relevant facts and figures help this personality type get comfortable with a decision. Case studies showing prior success can be helpful.
The Dr. Logic type often has knowledge in a wide range of things. Better to assume they know what you’re talking about than to assume they don’t.
Come prepared with facts and figures to help satisfy their thirst for knowledge and their need for hard data.
The Dr. Driver type needs to win. Likely to drive the conversation, Dr. Driver types are bold, fast-paced and maybe even distracted. They don’t have much patience for waste and prefer people who can cut to the chase.
Top priorities: These docs like to get things done. Action, now, is the name of the game. They like to see results and show off their knowledge.
Motivated by: Success and winning. These docs like to talk about challenges they’ve bested and have a natural competitiveness that drives them forward.
How to spot them: They’ll make themselves known. They’ll lead the conversation, ask challenging questions and make suggestions that might sound risky. Remember, “do no harm” does not extend to the feelings of the marketing department.
Where to find them: You’ll find them in the big-name service lines such as cardiology and orthopedics.
If you meet in person, make it short and be prepared. They like to drive conversations but expect you to take the wheel when necessary.
Come prepared with clear next steps, and be ready to justify the steps that led to the current conversation. If you’ve had a track record of success, talk about it in a way that emphasizes your credibility without questioning theirs.
Win-win situations are critical for Dr. Driver types. If you need a win, make sure they don’t need to lose to give it to you.
The Dr. All-heart type needs stability. They want to know the real you. Often quiet, always open-hearted, this type may not build as many relationships as Dr. Popular, but the ones they build are for life.
Top priorities: Dr. All-heart types value the support they give to other people. They listen with ears and hearts open. They work side by side with others and bring stability to volatile situations.
Motivated by: This type likes to keep things steady and secure. You’re likely to find them behind the scenes worrying about details while outspoken peers have moved on.
How to spot them: Observers by nature, the Dr. All-heart type is likely to give you their full attention. If you’re making a presentation, they may give you subtle cues to encourage you. You’ll notice humility, a team-player attitude and sometimes indecisiveness.
Where to find them: You’ll find them practicing family medicine, pediatrics, women’s health and oncology.
Dr. All-heart types love to help others, so find ways to ask for their help. But remember, they’re so open to helping others that they sometimes feel taken advantage of.
Find ways to make change palatable by pointing out things that won’t or don’t change as a result of your work. Don’t be afraid to ask for their feelings about a situation, and be prepared to work together on solutions.
Open up personally. If you can do it in a way that’s comfortable for both parties, you’ll build a shared library of interpersonal connections and a close alliance.
About the Author | Braden Russom
Braden Russom is an account planner for Smith & Jones. He ensures the advertising Smith & Jones creates for clients gets a great first start by delivering strategies that consider the client’s broader business goals, the feelings and biases of consumers and what’s working best in marketing (i.e. media or delivery formats).
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