title: Ð¡ÑÑÐ°ÑÐµÐ³Ð¸Ñ Ð¸Ð½ÑÐµÑÐ½ÐµÑ-Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ Ð»Ð¸ÑÐ½Ð¾Ð³Ð¾ Ð±ÑÐµÐ½Ð´Ð° ÑÐºÑÐ¿ÐµÑÑÐ° Ð² ÑÑÐµÑÐµ Ð¼ÐµÐ´Ð¸ÑÐ¸Ð½ÑÐºÐ¸Ñ ÑÑÐ»ÑÐ³ (Ð½Ð° Ð¿ÑÐ¸Ð¼ÐµÑÐµ Ð²ÑÐ°ÑÐ° ÑÐµÑÐ°Ð¿ÐµÐ²ÑÐ°-ÐºÐ¾ÑÐ¼ÐµÑÐ¾Ð»Ð¾Ð³Ð°)
title: Ð²ÑÐ¿ÑÑÐºÐ½Ð°Ñ ÐºÐ²Ð°Ð»Ð¸ÑÐ¸ÐºÐ°ÑÐ¸Ð¾Ð½Ð½Ð°Ñ ÑÐ°Ð±Ð¾ÑÐ° Ð¼Ð°Ð³Ð¸ÑÑÑÐ°
titleType: Subtitle
title: Online promotion strategy for the personal brand of a medical expert (through the example of a cosmetologist)
Creators: name: Ð¨ÐµÐ²ÑÑÐº, ÐÐºÐ°ÑÐµÑÐ¸Ð½Ð°
Publisher: name: Ð¡Ð°Ð½ÐºÑ-ÐÐµÑÐµÑÐ±ÑÑÐ³ÑÐºÐ¸Ð¹ Ð¿Ð¾Ð»Ð¸ÑÐµÑÐ½Ð¸ÑÐµÑÐºÐ¸Ð¹ ÑÐ½Ð¸Ð²ÐµÑÑÐ¸ÑÐµÑ ÐÐµÑÑÐ° ÐÐµÐ»Ð¸ÐºÐ¾Ð³Ð¾
Year: 2025
Subjects: Ð»Ð¸ÑÐ½ÑÐ¹ Ð±ÑÐµÐ½Ð´
Ð¼ÐµÐ´Ð¸ÑÐ¸Ð½ÑÐºÐ¸Ð¹ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³
ÑÐ¸ÑÑÐ¾Ð²ÑÐµ ÐºÐ°Ð½Ð°Ð»Ñ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ
Ð¸Ð½ÑÑÑÑÐ¼ÐµÐ½ÑÑ Ð¼Ð°ÑÐºÐµÑÐ¸Ð½Ð³Ð¾Ð²ÑÑ ÐºÐ¾Ð¼Ð¼ÑÐ½Ð¸ÐºÐ°ÑÐ¸Ð¹
Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ðµ Ð¼ÐµÐ´Ð¸ÑÐ¸Ð½ÑÐºÐ¾Ð³Ð¾ Ð±ÑÐµÐ½Ð´Ð°
ÑÐ¸ÑÑÐ¾Ð²ÑÐµ ÑÐµÑ Ð½Ð¾Ð»Ð¾Ð³Ð¸Ð¸ Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ñ
Ð¿ÑÐ¾Ð´Ð²Ð¸Ð¶ÐµÐ½Ð¸Ðµ Ð»Ð¸ÑÐ½Ð¾Ð³Ð¾ Ð±ÑÐµÐ½Ð´Ð°
ÑÑÑÑÐºÑÑÑÐ° Ð»Ð¸ÑÐ½Ð¾Ð³Ð¾ Ð±ÑÐµÐ½Ð´Ð°
personal brand
medical marketing
digital promotion channels
marketing communications tools
medical brand promotion
online promotion technologies
personal brand promotion
personal brand structure

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description: The aim of the work is to develop a strategy and offer working methods for promoting the personal brand of a cosmetologist online. The most important tasks that determined the logic of the study include the following: to define the concept of a brand and a personal brand, to identify classification features that influence the implementation of a personal brand of a general practitioner-cosmetologist, to develop a methodology for auditing the classification features of a general practitioner-cosmetologists brand, to identify the target audience of a general practitioner-cosmetologist, to identify the pain points, needs and expectations of the target audience from interaction with a general practitioner-cosmetologist, to find solutions that allow bridging the gap between the real situation and the ideal embodiment of brand qualities, to develop a multidimensional model of a personal brand of a general practitioner-cosmetologist, to formulate a brand platform for promoting a personal brand of a general practitioner-cosmetologist (using N.A. Burdakova as an example), to develop a complex for promoting a personal brand of a general practitioner-cosmetologist using Internet marketing tools, taking into account the specifics of the field of activity and the purpose of promoting a personal brand. The relevance of the topic is due to the growing popularity and effectiveness of online marketing tools that help in promoting an experts personal brand. The sources of information were scientific articles and monographs on the topic of branding, consulting reports, statistical information, official websites of government and commercial structures, consumer surveys. Methodological recommendations for promoting the personal brand of a medical specialist are proposed.