{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,10,23]],"date-time":"2026-10-23T03:40:55Z","timestamp":1792726855311,"version":"4.5.0"},"reference-count":15,"publisher":"Wiley","license":[{"start":{"date-parts":[[2026,10,22]],"date-time":"2026-10-22T00:00:00Z","timestamp":1792627200000},"content-version":"vor","delay-in-days":0,"URL":"http:\/\/onlinelibrary.wiley.com\/termsAndConditions#vor"},{"start":{"date-parts":[[2026,10,22]],"date-time":"2026-10-22T00:00:00Z","timestamp":1792627200000},"content-version":"tdm","delay-in-days":0,"URL":"http:\/\/doi.wiley.com\/10.1002\/tdm_license_1.1"}],"content-domain":{"domain":["agsjournals.onlinelibrary.wiley.com"],"crossmark-restriction":true},"short-container-title":["J American Geriatrics Society"],"abstract":"<jats:title>ABSTRACT<\/jats:title>\n                  <jats:p>The implementation of CMS age\u2010friendly care initiatives has created new opportunities for geriatricians to shape clinical care, quality improvement, education, and health system strategy. A geriatrician's unique contribution extends beyond managing medical complexity; it lies in applying expertise in aging physiology, functional change, psychosocial context, heterogeneity, prognosis, patient priorities, and ageism to clinical and organizational decision\u2010making. Geriatrics expertise must be visible, clearly communicated, and connected to the people and structures that guide organizational change. This article reframes personal branding as professional communication in service of older adults and presents seven practical actions translated into clinical and quality\u2010improvement language: define an aim (visioning), assess the baseline (auditing), build case examples (storyscaping), align professional materials (embodying), contribute visibly (storytelling), build a coalition (socializing), and measure and adapt (renegotiating) their professional brand. The approach emphasizes collaboration with hospitalists, primary care clinicians, nurses, quality leaders, and other age\u2010friendly champions. By showing up consistently, contributing useful expertise, and investing in relationships, geriatricians can help health systems advance evidence\u2010based, person\u2010centered, ageism\u2010free care while recognizing that communication cannot substitute for clinical excellence, institutional support, or investment in the geriatrics workforce. By communicating their authentic expertise more effectively, geriatricians can increase visibility, strengthen influence, and lead age\u2010friendly transformation in health systems caring for an aging population.<\/jats:p>","DOI":"10.1111\/jgs.70804","type":"journal-article","created":{"date-parts":[[2026,10,23]],"date-time":"2026-10-23T03:26:22Z","timestamp":1792725982000},"update-policy":"https:\/\/doi.org\/10.1002\/crossmark_policy","source":"Crossref","is-referenced-by-count":0,"title":["Communicating the Geriatrician's Brand in Age\u2010Friendly Care"],"prefix":"10.1111","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-9363-4461","authenticated-orcid":false,"given":"Nimit","family":"Agarwal","sequence":"first","affiliation":[{"name":"Division of Geriatric Medicine University of Arizona, College of Medicine  Phoenix Arizona USA"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-0838-1026","authenticated-orcid":false,"given":"Sandeep","family":"Pagali","sequence":"additional","affiliation":[{"name":"Division of Hospital Medicine Mayo Clinic  Rochester Minnesota USA"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-4639-3044","authenticated-orcid":false,"given":"Kanishk","family":"Sharma","sequence":"additional","affiliation":[{"name":"Division of Geriatric Medicine Donald and Barbara Zucker School of Medicine at Hofstra\/Northwell  Hempstead New York USA"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Kristina","family":"Balangue","sequence":"additional","affiliation":[{"name":"Division of Geriatric Medicine University of Arizona, College of Medicine  Phoenix Arizona USA"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"311","published-online":{"date-parts":[[2026,10,22]]},"reference":[{"key":"e_1_2_10_2_1","volume-title":"Your Brand Is What Other People Say About You When You're Not in the Room","author":"Bezos J."},{"key":"e_1_2_10_3_1","unstructured":"\u201cCMS\u2013Age Friendly Measures \u201dhttps:\/\/www.johnahartford.org\/resources\/view\/cms\u2010passes\u2010new\u20102025\u2010age\u2010friendly\u2010hospital\u2010measure."},{"key":"e_1_2_10_4_1","unstructured":"\u201cUS Census Bureau \u201dhttps:\/\/www.census.gov\/data\/tables\/2023\/demo\/popproj\/2023\u2010summary\u2010tables.html."},{"key":"e_1_2_10_5_1","unstructured":"ACP \u201cMission and Vision \u201dhttps:\/\/www.acponline.org\/about\u2010acp\/who\u2010we\u2010are\u2010what\u2010we\u2010do."},{"key":"e_1_2_10_6_1","unstructured":"SHM \u201cWhat is Hospital Medicine \u201dhttps:\/\/www.hospitalmedicine.org\/about\/what\u2010is\u2010a\u2010hospitalist\/."},{"key":"e_1_2_10_7_1","unstructured":"AAFP \u201cWhat Is a Family Physician \u201dhttps:\/\/www.aafp.org\/about\/policies\/all\/family\u2010physician\u2010definition.html."},{"key":"e_1_2_10_8_1","unstructured":"American Geriatrics Society \u201cGeriatrics as a Profession \u201dhttps:\/\/www.americangeriatrics.org\/geriatrics\u2010profession."},{"key":"e_1_2_10_9_1","unstructured":"AGS \u201cMission and Vision \u201dhttps:\/\/www.americangeriatrics.org\/about\u2010us\/mission\u2010vision."},{"key":"e_1_2_10_10_1","doi-asserted-by":"publisher","DOI":"10.1080\/02701960.2019.1604341"},{"key":"e_1_2_10_11_1","doi-asserted-by":"publisher","DOI":"10.7861\/clinmedicine.6\u20105\u2010469"},{"issue":"1","key":"e_1_2_10_12_1","first-page":"34","article-title":"Why Geriatrics? Academic Geriatricians' Perceptions of the Positive, Attractive Aspects of Geriatrics","volume":"32","author":"Cravens D. D.","year":"2000","journal-title":"Family Medicine"},{"key":"e_1_2_10_13_1","doi-asserted-by":"publisher","DOI":"10.1046\/j.1532\u20105415.2002.50225.x"},{"key":"e_1_2_10_14_1","unstructured":"\u201c@lmonicapb \u201dhttps:\/\/x.com\/lmonicapb."},{"key":"e_1_2_10_15_1","unstructured":"\u201c@giusepebellelli \u201d."},{"key":"e_1_2_10_16_1","unstructured":"\u201cGeriPal \u201dhttps:\/\/geripal.org\/about\/."}],"container-title":["Journal of the American Geriatrics Society"],"original-title":[],"language":"en","link":[{"URL":"https:\/\/agsjournals.onlinelibrary.wiley.com\/doi\/pdf\/10.1111\/jgs.70804","content-type":"application\/pdf","content-version":"vor","intended-application":"text-mining"},{"URL":"https:\/\/agsjournals.onlinelibrary.wiley.com\/doi\/full-xml\/10.1111\/jgs.70804","content-type":"application\/xml","content-version":"vor","intended-application":"text-mining"},{"URL":"https:\/\/agsjournals.onlinelibrary.wiley.com\/doi\/pdf\/10.1111\/jgs.70804","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2026,10,23]],"date-time":"2026-10-23T03:26:28Z","timestamp":1792725988000},"score":1,"resource":{"primary":{"URL":"https:\/\/agsjournals.onlinelibrary.wiley.com\/doi\/10.1111\/jgs.70804"}},"subtitle":[],"short-title":[],"issued":{"date-parts":[[2026,10,22]]},"references-count":15,"alternative-id":["10.1111\/jgs.70804"],"URL":"https:\/\/doi.org\/10.1111\/jgs.70804","archive":["Portico"],"relation":{},"ISSN":["0002-8614","1532-5415"],"issn-type":[{"value":"0002-8614","type":"print"},{"value":"1532-5415","type":"electronic"}],"subject":[],"published":{"date-parts":[[2026,10,22]]},"assertion":[{"value":"2026-08-27","order":0,"name":"received","label":"Received","group":{"name":"publication_history","label":"Publication History"}},{"value":"2026-10-02","order":2,"name":"accepted","label":"Accepted","group":{"name":"publication_history","label":"Publication History"}},{"value":"2026-10-22","order":3,"name":"published","label":"Published","group":{"name":"publication_history","label":"Publication History"}}],"article-number":"jgs.70804"}}