Digital identity now functions as a clinical interface for surgical practices, shaping how patients discover, understand, and trust care. This chapter translates strategic marketing concepts into operational, ethically grounded workflows that protect patients and strengthen outcomes. We define the components of a trustworthy online presence; map the evolution of engagement from episodic visits to continuous, omnichannel relationships; and codify safeguards for consent, privacy, and e-professionalism. Practical guidance covers website architecture, patient-education portals, teleconsultation integration, and search visibility.