A strategic map to shape the professional identity in the era
of omnichannel communication
Medstar, Performer, Authentic,
Understanding, Scientist.
What kind of physician are you on Instagram?
This White Paper, result of independent research carried out between 2020 and 2025, analyzes 100 selected profiles
A useful guide for physicians, companies and stakeholders who want to design solid digital presence in the omnichannel era.
What you find in it
- 5 identitary styles emerging from the analysis (Medstar, Performer, Authentic, Understanding, Scientist)
- Criteria for reading: consistency, tone, impact of content and physician/patient relationship
- Practical tips on trust, reputation and communicative choices
SEMATON®
Meaning as a generative code
(human-based, AI-assisted)
SEMATON™ is an experimental AI-assisted Method to read and generate the identitary meaning of a brand in the digital ecosystem. It does not measure numbers, but observes meanings: the consistency among values, language and perception across the channels.
A narrative index detects the consistent resonance of identity meaning over time (echo + voice), offering an objective and repeatable reading of digital presence.
Conceived for an augmented brand, SEMATON™ helps to define a unique and unrepeatable semantic signature, useful to guide contents, experience and communicative decisions with rigor and continuity.
The author
Lorenzo Amadio is an adjunct professor of Digital Education at the Faculty of Medicine of the University of Modena and Reggio Emilia. He previously taught Brand Management at the University of Teramo (2003–2022).
Since 2012 he is Head of Innovation at Merz Aesthetics Italia, where he leads projects in Digital transformation and strategic communication. He has worked as a copywriter and creative director in Italian and international agencies, dealing with branding in various markets; he has been Head of Business Development in Publicis (2008–2010) and Editorial Director of the monthly magazine Maxim (2006–2008).
He has published Vivere Joyness (Sperling & Kupfer, 2006) and Cyrus Dikto. La sinfonia dell’Immortale (Mursia, 2010). He deals with strategic branding, innovation and digital languages, merging professional experience and independent research.
The author
Lorenzo Amadio is an adjunct professor of Digital Education at the Faculty of Medicine of the University of Modena and Reggio Emilia. He previously taught Brand Management at the University of Teramo (2003–2022).
Since 2012 he is Head of Innovation at Merz Aesthetics Italia, where he leads projects in Digital transformation and strategic communication. He has worked as a copywriter and creative director in Italian and international agencies, dealing with branding in various markets; he has been Head of Business Development in Publicis (2008–2010) and Editorial Director of the monthly magazine Maxim (2006–2008).
He has published Vivere Joyness (Sperling & Kupfer, 2006) and Cyrus Dikto. La sinfonia dell’Immortale (Mursia, 2010). He deals with strategic branding, innovation and digital languages, merging professional experience and independent research.
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This study has been conducted in an independent manner with the sole scientific and informative aims, without any promotional or commercial intent whatsoever.
The Instagram profiles of the aesthetic physicians included in the study have been collected from public sources and analysed following scientific observation criteria, in line with the laws on the right of citations and freedom of research in force (art. 70, L. 633/1941).
Every professional has been informed beforehand of the presence of their profile and the respective identitary Prism in the White Paper and has the option of presenting changes or asking to be excluded.
The use of screenshots and the profile images has been limited to the minimum necessary for the aims of scientific research, observing the principles of accuracy, proportionality and relevance.
Publishing Identitary Prisms, screenshots and the physician’s names does not imply in any manner, their approval, sponsoring or commercial partnership on behalf of the authors of the study, nor does it intend to alter or replace the professional image of the single physician.
All the contents are exclusively destined to academic, scientific aims and for the dsiscussion within the scientific community.
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