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Getting into Residency: “Know Your Brand, Be Your Brand”

Getting into Residency: “Know Your Brand, Be Your Brand”. Edward P. Junkins , Jr., M.D., M.P.H. Associate Dean Education, Student Affairs University of Utah School of Medicine. OBJECTIVES. MARKETING BASICS WHAT IS A BRAND? HOW DO I DISCOVER MY BRAND? HOW DO I APPLY MY BRAND EVERYDAY?

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Getting into Residency: “Know Your Brand, Be Your Brand”

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  1. Getting into Residency:“Know Your Brand, Be Your Brand” Edward P. Junkins, Jr., M.D., M.P.H. Associate Dean Education, Student Affairs University of Utah School of Medicine

  2. OBJECTIVES • MARKETING BASICS • WHAT IS A BRAND? • HOW DO I DISCOVER MY BRAND? • HOW DO I APPLY MY BRAND EVERYDAY? • HOW DO I GET MY BRAND RECOGNIZED?

  3. Know the answer to this question: “_______ ___ __?”

  4. MARKETING BASICS • Psychological Influence • Controlling information • Targeted strategies • Images and songs • Understanding your personal brand • Understanding your consumers

  5. WHAT IS A BRAND? • Recognizable • Reproducible • Rules: • Memorability • Ease • Efficiency • Desirability

  6. What is this product?

  7. What is this product?

  8. What is this product?

  9. How do we all know these brands? • Companies worked hard to get us all to know their brands • Understand the basic attributes of their product • Distill down the greatest attributes to a few most desirable • Consistently marketed the product across all possible strategies • Organized to be Recognized!

  10. HOW DO I DISCOVER MY PERSONAL BRAND? • Personal self-reflection • Moving from “what you do” to “who you are” • Identify the most desirable attributes • Most distinguishing talents • Physical attributes/name • Cultural identity

  11. HOW DO I DISCOVER MY PERSONAL BRAND? • Friends • Spouse/partner • Teachers/TAs • Advisors • Boss/supervisors • Evaluations

  12. Forbes Business Leadership Forum • 1) Determine your emotional appeal • 2) Determine your description • 3) Determine your function • 4) Putting it all together

  13. Personal Brand: Example • Small town • Business-minded • Competitive • Health/disease oriented • Compassionate • Educator • Athlete

  14. Personal Brand: Example (continued) “Small town raised, Business-minded, Compassionate, Health-Educator”

  15. Personal Brand: Example (continued) “Responsibility, reliability and resilience”

  16. Personal Brand: Example (continued) “ Enthusiastic Endurance”

  17. How many words can you recall in a sentence? “Just like a good neighbor ____ _____ ___ ____”

  18. HOW DO I APPLY MY PERSONAL BRAND EVERYDAY? • Activities • Behavior • Attitude • Personal communication • Electronic communication

  19. HOW DO I APPLY MY PERSONAL BRAND EVERYDAY? • How about applying your personal brand in the moment? • The Elevator moment and the Escalator moment • Informal conversations • Formal interviews

  20. HOW DO I GET MY PERSONAL BRAND RECOGNIZED?

  21. How did TideTM get to you? • Magazine/Newspaper Ads • Television commercials • Movies product inserts • Billboards • Internet • Word of Mouth

  22. How can you get to your consumer? • Application material • Personal statement • Letters of recommendation • Advisor’s letter • Interview • Regional recognition

  23. What can the applicant control? • Everything

  24. How do I hurt my personal brand? • Distract the consumer • Dilute the message • Exhausted the user • Inconsistency

  25. Sometimes they won’t want your personal brand

  26. Examples as viewed by the Admissions committee

  27. Example • Hobbies: Yoga, reading, guitar, web designer • Volunteering: research lab, playing guitar • Research: database analysis • Leadership: telemarketing manager, web-based company manager Personal statement: “I’m a people person…”

  28. Example • Hobbies: cross-country skiing, mountain climbing, hiking, rock-climbing • Volunteering: wilderness guide, ski patrol, resort clinic tech • Research: effect of fungal infestation on local forest • Leadership: lead ski patrol, coach ski team in college, manager ski resort Personal statement: I have always wanted to be a doctor…”

  29. Example • Work experience: baby-sitting, child care center, recreation center, Youth center manager • Volunteering: girl-scout camp counselor, baby nursery tech, child life specialist • Research: Primary school obesity • Leadership: cheer leading squad coach, dorm resident assistant, campus government, youth center Personal statement: “I love working with children…”

  30. Summary • Get organized to be recognized • Understand your personal brand • Control information

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