Dr. Nidia Santiago Talks About Brand Management in Aesthetic Nursing

Dr. Nidia Santiago is originally from Timóteo, Minas Gerais, and currently lives in Rio de Janeiro, where she earned her nursing degree from Universidade Estácio de Sá in 2007. Even while working in nursing, she was always passionate about Aesthetic Health, so in 2016 she decided to begin herpostgraduate program in Aesthetic Nursing.

Even while specializing, Dr. Nidia never lost sight of her goal, and aiming to accelerate her development in Aesthetic Nursing, she sought out professional advanced training courses in the procedures most requested by patients.

Seeking to advance as quickly as possible, the aesthetic nurse completed the clinical immersion at the institution, and also completed advanced courses in botulinum toxin, an update on facial fillers, a premium training in microneedling and advanced therapeutic resources.

THE START OF A CAREER IN AESTHETIC NURSING

With a lot of study and dedication, the aesthetic nurse made her dream of building a career in the field come true. Investing in her first venture, she became co-owner of Espaço Illuminée, located in Barra da Tijuca – RJ, where the focus was on providing various treatments to raise her clients’ self-esteem.

Despite her efforts with Espaço Illuminée, Dr. Nidia ended up taking another professional direction. Today, the specialist is a reference in the field and currently serves as Director of Communication and Marketing of the Brazilian Society of Nurses in Aesthetic Health – SOBESE, and is CEO of the Branding Nurse Agency.

She says the agency was born with the purpose of transforming the positioning of nursing professionals through the building of a strong brand:“I’m one of those people who dreams of seeing nursing well positioned, and I made that my mission. That’s why I want to help you communicate your value in a relevant and memorable way so that you have a presence that makes a mark.”

A NEW PROFESSIONAL DIRECTION

In her testimony, Dr. Nidia tells about the path she followed:

“I started worrying about my positioning when I began seeing patients in the aesthetics field. I admired the stance of my dermatologist colleagues and longed for the same professional recognition from my audience and my clients. When I held the position of communication and marketing director at SOBESE, I realized that the aesthetic nursing profession had incredible potential, but many did not know how to position themselves and communicate their competence through their positioning”.

After realizing that her feeling was also present in many colleagues in the field, a great idea emerged:“When I had to close my office, I really missed the professional exchange with my colleagues in aesthetic health and I also realized that this topic would be useful for our profession, someone who would really speak directly to this audience”.

That is how her new segment was born, brand management or branding for nurses, and since then Dr. Nidia has found herself professionally and has been breaking norms in what is said about practice in Aesthetic Nursing.“Yes, I can’t deny that appearance does not replace competence, right? But, as Glória Kalil says, there is no competence that does not benefit from a good appearance”. Dr. Nidia is an example that it is possible to grow within the field; with grit and determination she managed to achieve success by combining Aesthetic Health and communication.

Reflecting on her work in a little-explored area of Aesthetic Nursing, Dr. Nidia Santiago comments:

“There are two types of professionals in aesthetic health. Those who know that being positioned is an opportunity to amplify their voice and their brand’s visibility to an even larger audience, and who understand that this is one more stage of their work. And there are those who think all of this is nonsense, that they don’t need to put themselves out there to reach their goals. That lack of positioning leaves an empty space in your audience, and guess who fills it? Exactly, the professional who positions themselves. The responsibility for their growth is also yours, you understand?”, the specialist concludes.

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