Call me old fashioned but…..
Is there a point when self-promotion is almost vanity or narcissism?
Am I the only person feeling like a dinosaur and a dying breed?
Let me explain!
I recently had a patient say they had done a lot of research before making a decision and I asked her what had swayed her decision-making process in the end. Normally at this juncture I would expect the response of personal recommendation or reference to the quality of our service, so I was taken aback when she said it was the label of ‘award winning’.
I understand that we all need to ‘sell ourselves’ and differentiate ourselves in the market with terms like ‘award-winning’ and so on. But I would hope that quality of service, credibility, client testimonials and a sense of the personal touch would count for a lot more.
Don’t get me wrong, there is nothing wrong with being ambitious and using a little self-promotion to underscore your unique place in the market; but when the product becomes all about ‘you’, how do you align this with your business and its place in the market?
We have all seen so-called ‘influencers’ in society with dubious credentials have metering out banal and cliched advice to an army of fans that soak up and indulge almost every whim.
What happened to the real basis of research such as books, scientific papers, peer knowledge, real experience and thinking for oneself?
Surely your business and your branding should be about the team, how every member has a skill and brings a uniqueness that enhances the brand. Having recently brought in a new member of the team, I have seen a real difference to our service. I acknowledge to all who wish to listen, ‘I do not know how I coped before she arrived’. The fact is, she has made a tangible difference to the performance of the clinic, enhancing and improving patient services.
Being modest may seem a thing of the past especially for millennials, perhaps thanks to so-called thought-leaders and persons of influence that despite their lack of real expertise, espouse and promote themselves in almost a brash and innate way. They replace competence with confidence which appears to sucker in those less able to discern the difference.
There comes a point when self-promotion is almost vanity or narcissism. Maybe the current world we live in is more okay with falseness, egotism and the shallowness that bombards our screens. Surely, there has to be a sincerity, an indisputable truth and trusted source of experience and knowledge that underscores our message?
According to recent research by YouGov, influencers are increasingly being viewed with scepticism, their fans aware that their influencers’ views and endorsements are less than authentic. Despite this though, consumers are still willing to buy what influencers are promoting.
I wonder when the bubble will burst? When we will reach a point of saturation that is contributing to the biggest medical concern in the world today, that of mental health? The medical world is rightly concerned over levels of obesity but I predict that this will be totally eclipsed by mental health issues in the next 10-20 years.