Welcome to Branding For Doctors.
By far one of the most important things you can do for your branding as a doctor is to identify a group of people for which you wish to serve.
By having a clearly defined group, you can then target all your messages directly to them. You are always better to service one group of people exceptionally well rather than try to "please everyone" and help nobody.
My favourite resource that taught me this important skill was the book by Brandon Burchard: The Millionaire Messenger. This has been my bible and I can't recommend it more hightly!
You can check it out here, downloadable as a kindle book, at Amazon.