Dr. Michael Gleiber: Personal branding as a spine surgeon


Michael Gleiber, MD, is a spine surgeon in Boca Raton, Fla. He operates a concierge spine practice focusing on patients with simple and complex back pain issues. He is also a brand ambassador for Rolls-Royce.

In an interview with Forbes, Dr. Gleiber discussed his strategy behind becoming a brand ambassador and staying active on social media. As a lifelong auto enthusiast, Dr. Gleiber was excited for the opportunity to partner with Rolls-Royce.


“To have a personal brand name that an audience can relate to is quite unique and special to me, but I don’t use it in the same way as other professionals in other industries would leverage it,” said Dr. Gleiber in the report. “I make a concerted effort never to use my influence on social media to impact a patient’s decision making.”


When people ask for medical advice via social media channels, Dr. Gleiber steers them toward professional societies such as the American Academy of Orthopaedic Surgeons website to gather additional information. He uses social media to build trust with his audience and provide objective analysis on big stories.


But the personal brand and social media presence don’t necessarily translate to more business.


“What I do best is take care of patients from around the world who have serious problems with their spine,” said Dr. Gleiber in the report. “As long as I continue to practice medicine, this will always take priority over personal branding.”

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