What 15 years of this taught me
After thousands of patients, here's the one thing I wish everyone knew.
- Viewer’s next step
- Book a consultation
- Why it matters
- Turns experience into a visible asset.
Free content plan · Experienced specialists
Your content plan, for experienced specialists.
You have 10 or more years of practice, a strong reputation among colleagues and patients who come back. But online, your reputation is invisible, and younger doctors with active accounts are getting the patients searching on their phones.
Where you are, where you want to be
Before and after.
Today
- Your real reputation lives offline; online, you are a name and an address
- Patients compare you with doctors who post, and assume the one they can see is better
- You want the right cases, not more volume
- You have no time and no patience for trends or dancing
In 90 days
- An online presence that matches the reputation you already earned
- More of the cases you trained for, referred by people who watched you
- Content that sounds like you on your best day in clinic, with zero gimmicks
The strategy
Trust before the first appointment.
The goal
Make your experience visible, so the patients you want choose you before they compare.
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 years of experience and the cases you see most
- Your way of thinking through a hard case
- What you have learned that newer doctors haven't yet
- Honest limits: what you won't do and why
- How to reach you
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 15 years of this taught me
- 02A case I still think about
- 03When a second opinion makes sense
What you know
Week 2
- 04The outdated advice patients still follow
- 05How I prepare for a complex procedure
- 06Questions to ask any specialist
What patients get wrong
Week 3
- 07Choosing between two treatment options
- 08What I'd tell my own family
- 09What recovery really looks like
Next steps
Week 4
- 10What the viral video got wrong
- 11One thing I teach every junior doctor
- 12Meet the doctor behind the name
12 video ideas
Every idea, with its job.
A case I still think about
Anonymised, with consent: a case that changed how I practise.
- Viewer’s next step
- Follow for more
- Why it matters
- Stories are remembered; credentials are not.
When a second opinion makes sense
You were told you need a procedure. Here's when a second opinion is reasonable.
- Viewer’s next step
- Request a second opinion
- Why it matters
- Attracts exactly the patients who need an expert.
The outdated advice patients still follow
This advice was standard years ago. Here's what changed.
- Viewer’s next step
- Share with your family
- Why it matters
- Shows you keep up with evidence.
How I prepare for a complex procedure
What happens the evening before a difficult case.
- Viewer’s next step
- Ask a question
- Why it matters
- Demonstrates care and seriousness.
Questions to ask any specialist
Before you choose a doctor for this, ask these four questions. Including me.
- Viewer’s next step
- Save this
- Why it matters
- Generous, confident, trust-building.
Choosing between two treatment options
Option A or option B? Here's how I explain the trade-off to my patients.
- Viewer’s next step
- Book a consultation
- Why it matters
- Showcases clinical judgement.
What I'd tell my own family
If my brother had these symptoms, here's what I'd tell him.
- Viewer’s next step
- Share it
- Why it matters
- Warm, personal, credible.
What recovery really looks like
Week one, week four, month three: an honest timeline.
- Viewer’s next step
- Book a follow-up
- Why it matters
- Sets expectations and reduces anxiety.
What the viral video got wrong
You may have seen this clip. As a specialist, here's the correction.
- Viewer’s next step
- Share the correction
- Why it matters
- Fights misinformation with authority.
One thing I teach every junior doctor
The lesson I repeat to every resident who works with me.
- Viewer’s next step
- Follow
- Why it matters
- Positions you as the senior voice.
Meet the doctor behind the name
You may know my name from a referral. Here's who I am.
- Viewer’s next step
- Book
- Why it matters
- Puts a face and voice to the reputation.
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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