The number nobody at your clinic is tracking
Ask reception to add one field to the booking sheet for thirty days: did this patient ask for a specific doctor, and which one? Nothing else. At the end of the month you will have the only brand metric that matters — your requested-by-name share.
Doctors are usually surprised twice. First by how low it is, and second by how uneven it is across colleagues in the same clinic seeing the same volume of walk-ins. That gap is not clinical skill. It is whether patients arrived knowing who they came for.
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Why the clinic's ads can't do this job for you
A clinic ad has to work for every doctor inside it, so it advertises the place: the location, the offer, the equipment. That is the right ad for the clinic and a useless one for you, because it produces patients who are loyal to a price and a postcode.
Your layer is different and does not compete with theirs. It answers the question the clinic ad cannot: why this doctor. That is procedure explanation, candidacy criteria, how you handle the part patients are afraid of, and what you refuse to do. Run it alongside the clinic's campaigns and both improve.
What changes when the share goes up
Three things move together. Cancellations drop, because a patient who chose you specifically is harder to talk out of the appointment. Price resistance falls, because they are not comparing you to the clinic down the road. And your negotiating position inside the clinic changes, because you can show where the demand came from.
None of that requires a big audience. Doctors with a few thousand engaged local followers routinely outperform accounts ten times the size, because the audience is the right nationality, the right city and the right procedure.