Trust Is Your Currency: Physician Brand Rx with Matthew Ray Scott

So that actually leads us perfectly into my next question.

Wanna walk through the core framework a little bit.

So what are the key pieces of Physician Brand Rx?

I can say it in one line.

Doctor, trust is your currency, and your reputation is your bank account.

You and I, who could think of ourselves as future patients, we don't know what's really happening, but surgeons are like the NIL athletes in they're either owning a category in the mind share of a patient's reputation meets they're the left-handed, one-eyebrowed, left knee specialist or, or spine specialist or brain surgeon, but that's exactly what's happening, and surgeons were never prepared for that.

You, you see, the typical surgeon deals with, "Let me check out what's wrong with you.

I'll diagnose you, and then I'll give you a procedure or a prescription." Well, until now, with our book, Physician Brand Rx, they now understand that there's an opportunity to position themselves and to earn digital trust or printed trust before they ever meet with Dr.

Sigman.

Now, it is true that Dr. Sigman and I have been working with fellow surgeons for years, whether that's talking, um, conferences, whether that's us being keynote lecturers, podcast, et cetera.

But we wanted this book to be the concept that said, "Here is what branding means to you, doctor.

It means who you say you are, who your patients say you are, and who the internet says you are."

Wow.

I mean, I think that there's such a common understanding from the patient side of that uncertainty that you talked about, where you're not sure, you know, this is the expert that I'm talking to, so I have to believe whatever they say, but I'm not quite sure what's going on or how much I can actually trust them.

So I can see this being extremely important.

I did wanna ask, why a book? So you talked about how you guys do some keynote speaking, you do other media engagements, but you decided to go forward and write a book about this topic.

So you could have done a course, a podcast, a series of posts.

What made a book the right vehicle for this message?