Issue #111

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Pharmacists aren't the kind of people comfortable with getting online and sharing their opinions and solutions. We are reserved and don't seek the limelight.

We also (erroneously) think that to draw people to you effectively, you have to be this beautiful, fun, gregarious personality.

Wrong!

That's how influencers gain attention.

Pharmacists are meant for a more profound, more valuable influence.

Our profession's secret weapon, yet to be uncovered en masse, is individual pharmacists' opinions and solutions.

We need more PharmD thought leaders

Influencer + Thought Leader Similarities

First of all, when you think of growing your presence online, most people automatically think that means you should strive to be an influencer. I believe you should aim higher and strive to be a thought leader.

These roles are very similar and easily confused.

Both have:

• Access to a niche group of people who actively engage with them

• Are trusted by followers or subscribers

• The power to shape public opinion

Limitations of an Influencer

People see influencers everywhere. Just open Instagram or TikTok, and you'll see people with millions of followers who have generally built a massive following based on beauty, personality, or are staying cutting edge with all the latest trends. When I think of an influencer using their influence, it would be in a transactional relationship like, "They have a good life, now I want to buy that piece of happiness they are selling."

An influencer must:

• Be an extrovert

• Go all-in

• Have an engaging personality

• Hip with all the current trends

• Have a ton to time to dedicate to promoting themselves

Influencers may grow big followings but most haven't been able to help anyone concretely. It is easy to grow a following if you post online every day, but spewing out general advice "never give up!" or vague positivity, "stay strong," won't help their audience solve a specific problem.

Growing a following just for vanity doesn't help anyone, you included.

As pharmacists (individually & collectively), we need more effective influence, and I think most people in pharmacy would recoil at the idea of being an 'influencer.' Their personality or desire is not to be "me" focused.

I don't think anyone can be an influencer (and most shouldn't).

Any PharmD can be a thought leader (and many should).

Value of A Thought Leader

Both influencers and thought leaders are online and visible, but one provides a much richer value.

Thought leadership is "others" focused. I want to ensure you understand how thought leadership allows you to enact influence and so much more to help others very effectively.

A thought leader is a niche authority figure people look up to for advice and direction who provides solutions to the world.

While thought leaders may not pull the audience that many social media influencers attract: they focus more on expertise and knowledge than the number of followers they get.

A thought leader can be:

• Timeless

• Any personality of disposition

• Stick with educating in a way that works best for them

Thought leaders live to educate people on things they’re passionate about (while accelerating brand recognition and enhancing their reputation as a natural byproduct). Thought leaders don’t have all the answers, and they are never done learning

As you grow your brand, you want to be a thought leader.

Example: The Thyroid Pharmacist

When I started as an independent consultant pharmacist, I talked to dozens of prescribers in my area. I set up appointments to meet them and learn what was frustrating them most about medications.

None of them had met an independent pharmacist before. As soon as I introduced myself, nearly all of them asked me the same intriguing question,

"Have you heard of the Thyroid Pharmacist, Isabelle Wentz?

I love her stuff."

I wasn't there to talk about thyroids! However, they all knew a single pharmacist who worked in a unique way outside of a pharmacy, and they loved 'her stuff. I went home and dug into what that stuff was: she has created programs and protocols to help a very specific group of patients.

Dr. Wentz isn't just an influencer talking about thyroid.

Dr. Wentz is a thought leader with a worldwide impact and name recognition because she has taken the time to build solutions.

This is how it is done!

And does’t this just feel better to your introverted soul as a pharmacist! We all just want to help people and not go around seeking attention. This is how it is done.

Be in the business of creating clear solutions

When you help create solutions, you are changing the world for good.

Be in the game to solve problems, and you'll grow as a natural byproduct.

Summary (TL; DR):

• Influencers seek to shine a light on themselves to grow.

• Thought leaders seek to shine a light on a solution to a problem to help others.

👋🏻 Jamie

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