Technology for creating a personal brand for an osteopathic physician

In this article, the authors continue the topic of the personal brand of the osteopath doctor raised in the Russian osteopathic journal in 2025. The authors noted that the topic of forming a personal brand of an osteopath remains almost undeveloped, despite the high demand for osteopathic services in modern society. Now is the perfect time to create a positive image of an osteopathic physician, establish a stable reputation in the professional community and, as a consequence, form and develop a personal brand. The purpose of this article is to present developed by the authors on a scientific basis and consulting experience of branding of professionals helping professions with optimal technology of formation of personal brand of osteopathic physician. In particular, the article contains a review of scientific publications devoted to this topic, as well as an assessment of offers on branding of doctors and medical clinics existing in the consulting market. Of particular interest is the scheme proposed by the authors of the main elements of the technology for forming the personal brand of a osteopathic physician. The authors note that the scientific public interest in this issue is certainly increasing, but the development of the topic leaves much to be desired. Quite a large number of works are devoted to medical marketing, promotion and branding of clinics and medical services. Against this background, only a few works touch on the personal brand of a doctor and even less — a osteopathic physician. This article is intended to remedy the existing information deficit.