What our department does differently
Patients and colleagues ask why they should come to us. Here's the answer.
- Viewer’s next step
- Refer or book
- Why it matters
- The department's one-sentence positioning.
Free content plan · Heads of department and professors
Your content plan, for heads of department and professors.
You lead a department, teach, publish and sit on panels. Your expertise shapes how others practise. But your department's reputation still depends on word of mouth and a hospital web page nobody visits.
Where you are, where you want to be
Before and after.
Today
- Your research and your team's work never reach the public or referring doctors
- Recruiting good residents and staff is harder every year
- Communications teams are slow, and everything needs approval
- Your time is the scarcest resource in the building
In 90 days
- A department known for something specific, by patients, referrers and future staff
- Invitations to speak, partner and teach that come to you
- Content approved inside your existing process, with no extra meetings
The strategy
Trust before the first appointment.
The goal
Make your department and your expertise the reference in your field, for patients, referrers and future colleagues.
The channel
Instagram and YouTube Shorts for patients, LinkedIn for colleagues and referrers. Same videos, cut for each. Up to two platforms to start.
What people need to see
- Your role and your department's focus
- Your research, explained for non-specialists
- Your team, shown at work
- How referrals and appointments work
- Approval by you or your communications team
How you’ll know it works
- Patients who mention your videos at the first visit
- Direct messages and booking requests
- Saves and shares, not just views
- Your front desk asks one question: “How did you hear about us?”
Your first month
Your calendar.
Three videos a week from one interview a week. A flexible order: every video works as a first encounter.
Who you are
Week 1
- 01What our department does differently
- 02Our latest study in 60 seconds
- 03The lesson I give every new resident
What you know
Week 2
- 04When to refer a patient to us
- 05Meet the team behind the treatment
- 06What the guidelines changed this year
What patients get wrong
Week 3
- 07A day in our department
- 08Questions from a conference
- 09What to expect when you're referred to us
Next steps
Week 4
- 10A technique we use that few centres do
- 11Advice for the next generation
- 12Why this field still excites me
12 video ideas
Every idea, with its job.
Our latest study in 60 seconds
We just published this. Here's what it means for patients.
- Viewer’s next step
- Read the paper
- Why it matters
- Turns publications into reach.
The lesson I give every new resident
The first thing I teach anyone joining our team.
- Viewer’s next step
- Join our team
- Why it matters
- Supports recruiting and shows culture.
When to refer a patient to us
For colleagues: these are the cases where an early referral changes the outcome.
- Viewer’s next step
- Contact the department
- Why it matters
- Reaches referring doctors directly.
Meet the team behind the treatment
You see one doctor. Behind them are twelve people. Meet them.
- Viewer’s next step
- Follow
- Why it matters
- Builds trust in the whole department.
What the guidelines changed this year
The guideline changed. Here's what's new, in plain words.
- Viewer’s next step
- Share with colleagues
- Why it matters
- Positions you as the field's interpreter.
A day in our department
From the morning meeting to the last patient: a day with us.
- Viewer’s next step
- Apply to join
- Why it matters
- Recruiting and patient trust at once.
Questions from a conference
At last week's congress, these were the questions everyone asked.
- Viewer’s next step
- Follow for more
- Why it matters
- Recycles talks into content.
What to expect when you're referred to us
You've been referred to our department. Here's what happens next.
- Viewer’s next step
- Book your appointment
- Why it matters
- Reduces anxiety and no-shows.
A technique we use that few centres do
Here's a method we use, who it's for, and who it isn't for.
- Viewer’s next step
- Ask about referral
- Why it matters
- Differentiates the department.
Advice for the next generation
If you're a medical student thinking about this specialty, watch this.
- Viewer’s next step
- Apply
- Why it matters
- Attracts future talent.
Why this field still excites me
After all these years, this is the part of the job I love most.
- Viewer’s next step
- Follow
- Why it matters
- Humanises leadership.
The rules
Safe by design.
No promises
No promised results, no before-and-after claims, no testimonials that break your local rules.
You approve everything
Your title exactly as on your licence; nothing goes live until you or your medical director approve it.
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