STRATEGIC MANAGEMENT OF PERSONAL BRANDING IN DENTISTRY: CONTRIBUTIONS TO DENTISTS’ PROFESSIONAL SUCCESS.
DOI:
https://doi.org/10.47820/recima21.v6i11.6979Keywords:
Personal branding, Professional identity, Authority in Dentistry, Strategic positioning, Branding for Dentists.Abstract
Brazilian dentistry is experiencing a paradox: while the profession advances technically in an extraordinary way, with modern offices, cutting-edge equipment, and increasingly specialized dentists, competitiveness in the sector breaks records year after year. With over 40,000 new professionals graduating annually, standing out in the market has become a matter of professional survival. This study investigated how strategic personal branding management can contribute to the professional success of dentists, based on the premise that in a technically equivalent market, clinical excellence has become merely the minimum prerequisite, no longer the competitive advantage. Through quantitative research with 111 dentists from various regions of the country, the study revealed compelling data: 92.8% recognize that the market is increasingly competitive; 83.7% believe that personal branding can impact the growth of their practices; however, 50.5% are unfamiliar with the concept of strategic personal branding management, and only 38.7% have implemented concrete actions in this direction. The work demonstrates that true differentiation in the contemporary dental market is not in what can be seen: equipment, diplomas, techniques, but in what is perceived, approved, and valued: authenticity, clear purpose, strategic positioning, and the ability to create genuine connections based on shared values. A dentist's personal brand emerges as their primary credential, an intangible asset that, when managed intentionally and strategically, transforms technical competence into recognized authority, visibility into relevance, and work into lasting professional legacy.
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