So you need to write or update your bio. What information should you include? How long should it be? Formal or more casual? Here are some tips to help craft a strong bio that will make readers wants to learn more about you and your practice.
Your Bio’s ‘Voice’ Should Match Your Overall Image, Audience, and Style
Because they are meant to relay professionalism and gravitas, bios are often written in the third person and filled to the brim with qualifications. While it’s important to project your experience, that doesn’t mean your bio needs to sound overly dry or academic. If your practice is the type that tends to sprinkle a bit of personality into its marketing and communications, feel free to extend this into your personal bio. Ideally, your personal bio should match the overall tone and image of your practice’s other forms of communication. Your bio should help bring your persona to life (it is a “bio” after all!), so don’t be afraid to inject some humanity into it.
Find The Right Balance Between Content And Length
A good bio doesn’t have to be lengthy. In fact, it should be just long enough to establish your most relevant experience, without risking boring the reader. It should not be as extensive as a resume, but it does need to highlight some specific credentials and experience that aesthetic consumers will recognize as impressive and trustworthy—all while being relatable.
Selecting a few choice accolades will help you keep the word count manageable, and potential patients engaged. Add just a touch of personal information and the result will be a bio that is brief, but extremely effective in projecting credibility.
RealSelf bio tip: Your RealSelf bio must be a minimum of 200 characters, or about 30 words, and can run up to 1,000 characters, or about 150 words.
Write In Order of Importance, Not Chronology
When writing a bio, it is often a good idea to follow the journalistic concept of the “inverted pyramid” by listing the most important information first—in this case, your approach to aesthetic procedures and your most respected, coveted, and relevant credentials. The bio as a whole shouldn’t be a mere rattling off of accolades, but it’s okay to brag a little right at the beginning. Savvy consumers will be on the lookout for those accreditations and experience, and by writing a bio in chronological order, you may risk losing their attention before they get to the good part.
RealSelf bio tip: 130 characters of your RealSelf bio will show before the “…more” button. Consumers will already know what you’re board certified in from the top of your profile, so consider saving that upfront real estate in your bio for other information that might hook aesthetics consumers. A “why” statement (“I love helping patients become the self they envision”) or a “how” statement (“My patients tell me they appreciate that I deliver natural-looking results”) might be a more compelling way to kick off your “In My Own Words” section than a “what” statement (“Dr. Visage is a Board-Certified…).” You can then lay out your credentials in more detail in the sentences that follow.
Remember To Update Your Bio Over Time
Sometimes, the “about us” or bio portion of a website, or a RealSelf profile, is completed and then forgotten about. Over time, however, providers usually have more to tell—new accolades, accreditations or awards, an expanded practice, even new personal details. Remember to revisit the “In My Own Words” and other “About” sections of your profile from time to time to keep it up to date as you evolve professionally, and keep it aligned with the overall voice of your practice, which may also change over time.
Repurpose For Other Platforms
While you’re in the bio-writing mood, it might be a good idea to take your main bio and use some of it to create or update bio entries on other platforms, including your website, blogs, and social media profiles. This keeps your information updated and in sync wherever new potential patients might come across you. Remember that different platforms restrict bios to different lengths, so it might take some linguistic wrangling to fit a quality bio into shorter spaces. Writing your primary bio in reverse order of importance can help you adapt it more easily, as you will have already positioned the most compelling information upfront.
Explore Other Bios, In And Out Of The Aesthetics Field
There’s nothing wrong with looking elsewhere for a bit of inspiration. Other medical professionals, corporate executives, entertainment figures, and small business owners will all have different perspectives when it comes to bios. Take some time to surf around and pay attention to bios from people in various industries. Take note of any concepts or styles that you might be able to adapt for your own.