You're better than your profile makes you look.
Patients and GPs judge your expertise from a few lines online. Here is how to make those lines count.
Is this you? Tap any that are true.
Most people reading this tick at least one.
It only takes one to cost you.
- steps
- 7
- steps
- to start
- 30 minutes
- to start
- scorecard
- Free
- scorecard
The short answer
Patients and GPs decide in seconds, from a few lines on your hospital page, Google and directory profiles. Decide the three to five things you want to be referred for, rewrite your bio for patients, show credentials, hospitals and insurers clearly, and make every profile match. Keep every claim factual, because the GMC says any information you communicate as a doctor must be accurate and not misleading.
What good looks like
Your profile, before and after
Mr Sam Patel, Consultant Orthopaedic surgery
- Improved: Specialist in Knee pain and Example
- Improved: GMC registered · Recognised by Example · Same photo everywhere
Illustrative sample, not a real person or result. Your own audit uses your real details.
7 steps
Do it yourself: step by step
0 of 7 done
Write down the 3 to 5 conditions or procedures you most want referred to you, in the words patients and GPs use rather than the technical name.
- Time
- 30 minutes
- Typical cost
- Free
- Who does it
- You
Why it matters
Patients and GPs refer for specific problems. A general profile gets general referrals.
Done when: A list of 3 to 5 named conditions or procedures
This problem is Solvable.
Copy this template
Consultant bio template and profile checklist
Free to copy, adapt and use. No sign-up.
Bio template (under 200 words)
[Mr/Ms/Dr Full name] Consultant [Specialty], [Hospital names]
[Mr/Ms/Dr Surname] helps [who: adults / children / women / men] with [condition 1], [condition 2] and [condition 3]. [He/She/They] specialise in [procedure or approach], and [one plain-English sentence on what patients can expect, for example: most patients go home the same day].
[He/She/They] [has/have] been a consultant at [NHS trust] since [year], where [he/she/they] [lead/run/one factual sentence on role]. [He/She/They] trained in [place] and [one relevant fellowship or subspecialty training].
[Mr/Ms/Dr Surname] sees private patients at [Hospital 1] and [Hospital 2], and is recognised by [list insurers]. Self-pay patients are welcome; fees are [listed here / available on request].
To book, contact [secretary name] on [phone] or [email].
GMC number: [number]. On the GMC specialist register for [specialty].
Profile checklist
| Profile | Controlled by | Bio updated | Photo updated | Credentials correct | Booking route correct |
|---|---|---|---|---|---|
| Hospital consultant profile, [Hospital 1] | Hospital marketing team | ||||
| Hospital consultant profile, [Hospital 2] | Hospital marketing team | ||||
| Google Business Profile | You | ||||
| [Insurer] consultant finder | Insurer | ||||
| [Insurer] consultant finder | Insurer | ||||
| Healthcare directory | You | ||||
| You | |||||
| Your website | You or supplier |
Words to avoid unless you can evidence them
leading, best, top, pioneering, world-class, unique, guaranteed
Avoid these
Common mistakes
- Leading with an NHS job title and training instead of what you treat.
- Listing every procedure in your specialty rather than the ones you want to do privately.
- Different photos, titles and fees on different sites.
- Superlatives such as leading or best that you cannot evidence. The ASA treats unqualified superlatives as claims against every competitor.
- Forgetting hospital and insurer profiles, which you cannot edit yourself and which go stale.
Free personal check
Done by Paul Robinson, not software
I'll search for you as a patient and a GP would, and show you what they see
What I need from you
- Your name
- Your specialty
- The town you practise in
- Your website, if you have one
What you get
- Screenshots of what a patient sees
- The three changes that matter most
- Which ones you can do yourself today
Within 2 working days
No sign-in, no sales call. I read every request myself and reply on WhatsApp.
Free tools
Check where you stand
Paul Robinson
14 years in UK private healthcare
I solve this one for consultants
Want a hand? I'll look at your situation and tell you the three things I'd tackle first.
A few quick questions, about two minutes. I read every one myself and usually reply the same day.
No sales call unless you ask for one. Just a straight answer and what I'd do first.
I reply personally, usually the same day.
Questions
Frequently asked questions
Can I call myself a specialist in something?
Describe what you do factually. Your GMC specialist register entry is the formal title. A special interest is fine if your practice supports it.
Should I publish my outcomes?
Only if they are measured, current and presented fairly with context. Selective outcomes can mislead.
How do I change my insurer profile?
Contact the insurer's specialist or provider relations team. Most use a form; expect a few weeks.
Who writes my hospital profile?
Usually the hospital marketing team from what you send them. Send your new bio and photo and ask to see the draft.
Is LinkedIn worth the effort?
For GP and colleague referrals, a complete profile helps. For patients, Google and directories matter more.
Last reviewed:
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