A TOOLKIT FOR CREATING A PERSONAL BRAND OF A DOCTOR

The article describes in detail the tools for creating and promoting a personal brand of a doctor. The essence of personal branding was defined; the specific features, advantages and possibilities of using business tools by personal brands, for example, such as SWOT analysis, were highlighted. The adaptation and implementation of quantitative-qualitative SWOT in the construction of the doctor's personal brand was carried out. Also were developed a group of the most effective promotive tools for personal brand.