Shaz Memon reveals why the dental profession may benefit from rethinking its approach to self-promotion
Many people find self-promotion uncomfortable, and even more are put off by those who engage in it. This sentiment is particularly prevalent in dentistry, a field that traditionally prioritises academic excellence, clinical achievements, and meticulously validated research over a perfectly curated Instagram selfie.
Critics often wince at the sight of a carefully crafted elevator selfie, complete with a subtle display of an exclusive watch – the kind that requires generations of waiting lists to acquire.
Is a public image important?
While some dentists value academic and clinical accomplishments exclusively, others recognise that a well-maintained public image can enhance their appeal to potential patients.
There are also those who are more business-focused, who don’t engage in selfies or strive to outdo others but seem perfectly content with their chosen path.
Then there are individuals who combine different approaches, or who forge their own distinct path altogether.
Amid the world of scanners and latex gloves, a growing number of dentists are recognising the power of crafting an engaging public persona – one that draws patients with the same effectiveness as a laundromat attracts those with a pile of washing.
In the UK, celebrating wealth, grand homes and flashy cars is often seen as distasteful. It’s simply part of the culture. By contrast, in regions like the Middle East, opulence and flamboyance are met with admiration. Personally, I find excessive displays of wealth quite unappealing – they trigger an instinctive discomfort.
It’s no surprise, then, that contemplating self-promotion can bring about mental roadblocks. I’ve faced these challenges myself and, to some extent, still do.
However, adopting one simple principle transformed my perspective. Observing successful individuals, I noticed they approach self-promotion with a key understanding.
Authenticity isn’t arrogance
If you explore my Instagram (@shaz.memon), you won’t find posts flaunting luxury watches, high-end cars, or extravagant holidays. That’s simply not who I am. Instead, you’ll see my passion for work, humanitarian efforts, family, and the joys of everyday life. This is who I am offline, and I’ve learned to convey that authenticity online – though I’m still learning.
The key to successful self-promotion is bringing your offline self into the online world. It’s not complicated. Be yourself. Our individuality is what makes life interesting.
The most successful dentists and entrepreneurs maintain authenticity both online and offline. When there’s a disconnect, it’s noticeable and off-putting.
I’ve encountered individuals who exude charisma and humour online but are surprisingly dull and unengaging in person. The inconsistency is unsettling, and as humans, we instinctively distrust it.
Share your humanity
By being genuine online, you create opportunities for those who already connect with you to do so on a greater scale.
Focus on your own journey without being overly concerned about what others are doing. You are unique, and comparing yourself to others is rarely productive unless you genuinely admire their approach.
Reframe your mindset. Replace ‘showing off’ with ‘sharing’ and ‘influencing’ with ‘building a brand’.
Sharing your experiences and humanity taps into the innate curiosity people have about others. By being open, you invite the right audience – those who already appreciate your values – to connect with you more deeply.
You don’t need to appeal to everyone, especially not those who don’t naturally align with you. Instead, focus on building a brand that resonates with like-minded individuals.
The discomfort surrounding self-promotion is often a self-imposed barrier, a product of our inner doubts. It’s time to quiet those fears.
Be yourself. That’s all it takes. You’ll see the benefits soon enough.
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